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Lean Startup & UX
for Agile Teams
@LukasFittl
Startup Founder

@LukasFittl
Spark59

&
Recently:

pganalyze.com
When Agile is not enough
Idea

Agile Development

Release
Which Idea?

Idea

Agile Development

Release

Did It
Have an Effect?
Which Idea?

Idea

Agile Development

Release

Did It
Have an Effect?
Wrong Idea.

Idea

Agile Development

Release

Did It
Have an Effect?
Wrong Idea.

Idea

Agile Development

Release

Wrong Idea
= Zero Business Impact

No Effect.
Which Idea?

Idea

Agile Development

Release

Did It
Have an Effect?
Right Idea.

Idea

Agile Development

Release

Did It
Have an Effect?
Right Idea.

Idea

Agile Development

Release

Did It
Have an Effect?
Right Idea.

Idea

Agile Development

Release

Wrong Implementation
= Zero Business Impact

No Effect.
Right Idea.

Idea

Agile Development

Release

No Effect.

Tweak It!
Making The Right Feature

&
Making The Feature Right
Ship working software.
Ship working software.
Ship the right software.
Prioritization

Focus on
Outcome

Fast
Iterations
Prioritization

Focus on
Outcome

Fast
Iterations
Prioritization

Focus on
Outcome

Fast
Iterations
Prioritization

Focus on
Outcome

Fast
Iterations
Prioriti
zation

Wrong Idea.

Idea

Agile Development

Release

Wrong Idea
= Zero Business Impact

No Effect.
Prioriti
zation

When we Build all ideas:
Wrong Idea.

Idea

Agile Development

Release

No Effect.

Wrong Idea.

Idea

Ag...
Prioriti
zation

Good Idea
=
Information
Prioriti
zation

Information

Successful

Has Potential

Bad Idea

Ok Idea

Great Idea

We want Better Information
about t...
Prioriti
zation

Finding Information
Quantitative

Qualitative

Generative

Surveys
Interviews

Contextual Inquiry
Mental Models
Interviews
Diary Studies

Eval...
Prioriti
zation

Who is the customer?
Why do they care?
What are they buying?
Prioriti
zation

Customer Interviews
!
Customer

?
Interviewer
Prioriti
zation

Customer Interviews
!
Customer

?
Interviewer

Note Taker
Prioriti
zation

Image Credit: http://jennycham.co.uk/?page_id=408
Prioriti
zation

On-Location Workshops
Prioriti
zation

Test Out before you Build:
Low-Fidelity Prototypes
Prioriti
zation

Sketches
Prioriti
zation

Story Boards
Prioriti
zation

Keynote Prototypes
Prioriti
zation

Customer Interview
(Paper) Prototype
MVP
“The Perfect Product”
Inside-the-Building Comfort Zone
Prioriti
zation

Get-out-of-the-Building Reality
Customer Interview
(Paper) Prototype
MVP
“The Perfect Product”
Prioritization

Focus on
Outcome

Fast
Iterations
10.000 EUR / month
10.000 EUR / month

Jan 2014

Apr 2014

Jul 2014

Oct 2014

Jan 2015

Mar 2015
10.000 EUR / month

Jan 2014

Apr 2014

Jul 2014

Oct 2014

Jan 2015

Mar 2015
10.000 EUR / month

Task

Task

Task
Task
Task
Task

Jan 2014

Task

Task
Task
Task
Task
Task T
ask
Task Task
Task
Task
Ta...
INBOUND
CHANNELS

INCREASE
ACQUISITION

SEO RANKING

Jan 2014

Apr 2014

LANDING PAGE
CONVERSION

Jul 2014

Oct 2014

Jan ...
Focus on
Outcome

Focus on Outcomes,
not Tasks.
Focus on
Outcome

Task:

Build the new Landing Page

Outcome: Acquire 10 Customers / Week
20% Monthly Revenue Growth
Focus on
Outcome

Outcome

20% Activation Rate
40% Access it Daily

Tasks
Focus on
Outcome

Each Idea should have a

Measurable Goal
Focus on
Outcome

A

A

R

R

R

ACQ: Do we have the right message?
ACT: Do people use the product
successfully?
REV: Do p...
Focus on
Outcome

5000+ EUR
license

2-3 weeks
integration

Look at your Financial Plan
for Assumptions
Focus on
Outcome

Testing the Outcome
Focus on
Outcome

IDEAS

LEARN

BUILD

DATA

PRODUCT

MEASURE

Experiment
Quantitative

Qualitative

Generative

Surveys
Interviews

Contextual Inquiry
Mental Models
Interviews
Diary Studies

Eval...
Focus on
Outcome

Build, Sell, Learn.
Prioritization

Focus on
Outcome

Fast
Iterations
Test &
Tweak

Right Idea.

Idea

Agile Development

Release

No Effect.

Tweak It!
Fast
Iterations

IDEAS

LEARN

BUILD

DATA

PRODUCT

MEASURE

Speed of Iteration!
Fast
Iterations

Faster iteration = trying more ideas.
Speed of Iteration

Your Runway
Test &
Tweak

Low-Fidelity Experiments
Test &
Tweak

Landing Page Tests
Test &
Tweak

Landing Page Tests
Test &
Tweak

Landing Page Tests
Wizard of Oz MVP
Fast
Iterations

Fixed Sprints
Mon

Tue

LEARN

Wed

Thu

BUILD

Fri

Sat

Sun

MEASURE

Instagram
Source: http://livestre...
Fast
Iterations

Weekly Rituals
Mon

Tue

BUILD

Wed

Thu

Fri

Sat

MEASURE
LEARN

Meetup.com

Sun
Prioritization
Focus on
Outcome

Fast
Iterations
Team Work
“Business people and developers
must work together daily
throughout the project.”
- Agile Manifesto
Every team has Ownership
of a part of the product
Cross-functional is a bad name.
It's about reducing dependencies:
Teams acting without asking for permission.
#autonomy
- ...
Thank you!
@LukasFittl
lukas@fittl.com
Lean Startup & UX for Agile Teams
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Lean Startup & UX for Agile Teams

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Talk at Lean Oslo in November 2013.

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Transcript of "Lean Startup & UX for Agile Teams"

  1. 1. Lean Startup & UX for Agile Teams @LukasFittl
  2. 2. Startup Founder @LukasFittl
  3. 3. Spark59 &
  4. 4. Recently: pganalyze.com
  5. 5. When Agile is not enough
  6. 6. Idea Agile Development Release
  7. 7. Which Idea? Idea Agile Development Release Did It Have an Effect?
  8. 8. Which Idea? Idea Agile Development Release Did It Have an Effect?
  9. 9. Wrong Idea. Idea Agile Development Release Did It Have an Effect?
  10. 10. Wrong Idea. Idea Agile Development Release Wrong Idea = Zero Business Impact No Effect.
  11. 11. Which Idea? Idea Agile Development Release Did It Have an Effect?
  12. 12. Right Idea. Idea Agile Development Release Did It Have an Effect?
  13. 13. Right Idea. Idea Agile Development Release Did It Have an Effect?
  14. 14. Right Idea. Idea Agile Development Release Wrong Implementation = Zero Business Impact No Effect.
  15. 15. Right Idea. Idea Agile Development Release No Effect. Tweak It!
  16. 16. Making The Right Feature & Making The Feature Right
  17. 17. Ship working software.
  18. 18. Ship working software. Ship the right software.
  19. 19. Prioritization Focus on Outcome Fast Iterations
  20. 20. Prioritization Focus on Outcome Fast Iterations
  21. 21. Prioritization Focus on Outcome Fast Iterations
  22. 22. Prioritization Focus on Outcome Fast Iterations
  23. 23. Prioriti zation Wrong Idea. Idea Agile Development Release Wrong Idea = Zero Business Impact No Effect.
  24. 24. Prioriti zation When we Build all ideas: Wrong Idea. Idea Agile Development Release No Effect. Wrong Idea. Idea Agile Development Release No Effect. Wrong Idea. Idea Agile Development Release No Effect.
  25. 25. Prioriti zation Good Idea = Information
  26. 26. Prioriti zation Information Successful Has Potential Bad Idea Ok Idea Great Idea We want Better Information about the Market, Customers, etc
  27. 27. Prioriti zation Finding Information
  28. 28. Quantitative Qualitative Generative Surveys Interviews Contextual Inquiry Mental Models Interviews Diary Studies Evaluative Automated Card Sort Surveys Automated Studies Analytics A/B Testing Multi-Variant Testing Usability Testing Moderated Card Sort Wizard of Oz By @JohannaKoll, based on work by Janice Fraser, Nate Bolt & Christian Rohrer
  29. 29. Prioriti zation Who is the customer? Why do they care? What are they buying?
  30. 30. Prioriti zation Customer Interviews ! Customer ? Interviewer
  31. 31. Prioriti zation Customer Interviews ! Customer ? Interviewer Note Taker
  32. 32. Prioriti zation Image Credit: http://jennycham.co.uk/?page_id=408
  33. 33. Prioriti zation On-Location Workshops
  34. 34. Prioriti zation Test Out before you Build: Low-Fidelity Prototypes
  35. 35. Prioriti zation Sketches
  36. 36. Prioriti zation Story Boards
  37. 37. Prioriti zation Keynote Prototypes
  38. 38. Prioriti zation Customer Interview (Paper) Prototype MVP “The Perfect Product” Inside-the-Building Comfort Zone
  39. 39. Prioriti zation Get-out-of-the-Building Reality Customer Interview (Paper) Prototype MVP “The Perfect Product”
  40. 40. Prioritization Focus on Outcome Fast Iterations
  41. 41. 10.000 EUR / month
  42. 42. 10.000 EUR / month Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Mar 2015
  43. 43. 10.000 EUR / month Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Mar 2015
  44. 44. 10.000 EUR / month Task Task Task Task Task Task Jan 2014 Task Task Task Task Task Task T ask Task Task Task Task Task Task Apr 2014 Jul 2014 Oct 2014 Task Task Task Task Task Task Task Task Jan 2015 Mar 2015
  45. 45. INBOUND CHANNELS INCREASE ACQUISITION SEO RANKING Jan 2014 Apr 2014 LANDING PAGE CONVERSION Jul 2014 Oct 2014 Jan 2015 Mar 2015
  46. 46. Focus on Outcome Focus on Outcomes, not Tasks.
  47. 47. Focus on Outcome Task: Build the new Landing Page Outcome: Acquire 10 Customers / Week 20% Monthly Revenue Growth
  48. 48. Focus on Outcome Outcome 20% Activation Rate 40% Access it Daily Tasks
  49. 49. Focus on Outcome Each Idea should have a Measurable Goal
  50. 50. Focus on Outcome A A R R R ACQ: Do we have the right message? ACT: Do people use the product successfully? REV: Do people pay? RET: Do people come back? REF: Do people bring more people?
  51. 51. Focus on Outcome 5000+ EUR license 2-3 weeks integration Look at your Financial Plan for Assumptions
  52. 52. Focus on Outcome Testing the Outcome
  53. 53. Focus on Outcome IDEAS LEARN BUILD DATA PRODUCT MEASURE Experiment
  54. 54. Quantitative Qualitative Generative Surveys Interviews Contextual Inquiry Mental Models Interviews Diary Studies Evaluative Automated Card Sort Surveys Automated Studies Analytics A/B Testing Multi-Variant Testing Usability Testing Moderated Card Sort Wizard of Oz By @JohannaKoll, based on work by Janice Fraser, Nate Bolt & Christian Rohrer
  55. 55. Focus on Outcome Build, Sell, Learn.
  56. 56. Prioritization Focus on Outcome Fast Iterations
  57. 57. Test & Tweak Right Idea. Idea Agile Development Release No Effect. Tweak It!
  58. 58. Fast Iterations IDEAS LEARN BUILD DATA PRODUCT MEASURE Speed of Iteration!
  59. 59. Fast Iterations Faster iteration = trying more ideas. Speed of Iteration Your Runway
  60. 60. Test & Tweak Low-Fidelity Experiments
  61. 61. Test & Tweak Landing Page Tests
  62. 62. Test & Tweak Landing Page Tests
  63. 63. Test & Tweak Landing Page Tests
  64. 64. Wizard of Oz MVP
  65. 65. Fast Iterations Fixed Sprints Mon Tue LEARN Wed Thu BUILD Fri Sat Sun MEASURE Instagram Source: http://livestre.am/4flTO (starting at 22:00)
  66. 66. Fast Iterations Weekly Rituals Mon Tue BUILD Wed Thu Fri Sat MEASURE LEARN Meetup.com Sun
  67. 67. Prioritization Focus on Outcome Fast Iterations
  68. 68. Team Work
  69. 69. “Business people and developers must work together daily throughout the project.” - Agile Manifesto
  70. 70. Every team has Ownership of a part of the product
  71. 71. Cross-functional is a bad name. It's about reducing dependencies: Teams acting without asking for permission. #autonomy - Anders Haugeto @ Iterate.no https://twitter.com/hauge2/status/274082772589633536
  72. 72. Thank you! @LukasFittl lukas@fittl.com
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