Learn-Measure-Build
Craft Useful Experiments By
Running Backwards
Janice Fraser
February 2014
LUXR.CO JUNE 2012
LUXR.CO JUNE 2012
TWEET!
#LeanStartup
@clevergirl
@luxrco
LUXR.CO JUNE 2012
• Learn the difference between an experiment and a solution test.
• Discover the seven steps to crafting...
© 2013 LUXr Incorporated, www.luxr.co
June & Pete’s
Wedding Cake
© 2013 LUXr Incorporated, www.luxr.co
http://saptstrength.com/
Pete June
© 2013 LUXr Incorporated, www.luxr.co
April
http://saptstrength.com/
May
June
July
August
© 2013 LUXr Incorporated, www.luxr.co
sedonaweddingcakes.com
© 2013 LUXr Incorporated, www.luxr.co
freebestpictures.blogspot.com
© 2013 LUXr Incorporated, www.luxr.co
thekitchn.com
© 2013 LUXr Incorporated, www.luxr.co
Zoe Clark, The Cake Parlour
© 2013 LUXr Incorporated, www.luxr.co
sedonaweddingcakes.com
Zoe Clark, The Cake Parlour
© 2013 LUXr Incorporated, www.luxr.co
LEAN
Startup
© LUXR.CO APRIL 2013
LEAN
Startup
© LUXR.CO APRIL 2013
Build
measure
learn!
© LUXR.CO APRIL 2013
© LUXR.CO 2013
Lean Startup is NOT
Cheap Startup
Fast Startup
Shortcut Startup
© LUXR.CO APRIL 2013
An approach for building companies that are
creating new products and services in
situations of extre...
© LUXR.CO APRIL 2013
1. List your assumptions.
2. Understand your customers.
3. Experiment efficiently.
4. Adjust directio...
© LUXR.CO APRIL 2013
1. List your assumptions.
2. Understand your customers.
3. Experiment efficiently.
4. Adjust directio...
© LUXR.CO APRIL 2013
Go backward to go forward.
Learn
Measure
Build
© LUXR.CO 2013
Plot the difference
THINK
release
MAKE
release
MAKE
release
MAKE
RISK=UNVALIDATEDEFFORT
TIME
© LUXR.CO 2013
Lots of little wigglesRISK=UNVALIDATEDEFFORT
TIME
© LUXR.CO 2013
RISK=UNVALIDATEDEFFORT
TIME
Each wiggle is a learning cycle.
MAKE
releaseBUILD
LEARN
BUILD
MEASURE
LUXR.CO JUNE 2012
There’s a pattern to
startup work:
ideation
decision
making
ideation etc.
LUXR.CO JUNE 2012
In foolproof
experiments, the
results should be self-
evident.
LUXR.CO JUNE 2012
1. Choose the problem to tackle. Clarify what’s
uncertain, what you need to learn.
2. Understand the pos...
LUXR.CO JUNE 2012
The Workshop
LUXR.CO JUNE 2012
Hypothesis
We believe that modern families would benefit
from having better ways to store their
belonging...
LUXR.CO JUNE 2012
Box Me Up
Provides you with plastic storage boxes
Transports your stuff to storage
Pay to get your stuff...
LUXR.CO JUNE 2012
Experiment Framework
For Example:
We believe people like [customer type] have a need for
(or problem doi...
LUXR.CO JUNE 2012
{Activity}
Identify assumptions
10 assumptions, 1 per sticky
LUXR.CO JUNE 2012
{Activity}
Divide into 2 piles
Will kill the company
in the next 6 months
if weʼre wrong
Everything
else
LUXR.CO JUNE 2012
{Activity}
Review & de-dupe
LUXR.CO JUNE 2012
{Activity}
Stack rank the urgents
LUXR.CO JUNE 2012
{Activity}
Pick the top one
LUXR.CO JUNE 2012
{Activity}
Design an experiment
to learn if this is true.
we believe that ________________
_____________...
LUXR.CO JUNE 2012
{Activity}
Discuss, then pick the
experiment to run.
we believe that ________________
__________________...
LUXR.CO JUNE 2012
Experiments that were designed
assumption experiment
measurable/observable
outcome
busy people need a se...
LUXR.CO JUNE 2012
What did you learn?
Top 5 things
{Debrief}
LUXR.CO JUNE 2012
Design the next
experiment:
2 days, 2 weeks, 2
months
{Next Steps}
LUXR.CO JUNE 2012
What’s the right size for
the experiment?
{Choose}
LUXR.CO JUNE 2012
Techniques Checklist
• Brainstorm quietly
• Use Sticky Notes for ideas
• Self-Edit
• Go to the wall for ...
LUXR.CO JUNE 2012
FISHBOWL
Upcoming SlideShare
Loading in...5
×

2014 Experiments, Tokyo

961

Published on

Deck from our February 2014 workshop in Tokyo

Published in: Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
961
On Slideshare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
9
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

2014 Experiments, Tokyo

  1. 1. Learn-Measure-Build Craft Useful Experiments By Running Backwards Janice Fraser February 2014
  2. 2. LUXR.CO JUNE 2012
  3. 3. LUXR.CO JUNE 2012 TWEET! #LeanStartup @clevergirl @luxrco
  4. 4. LUXR.CO JUNE 2012 • Learn the difference between an experiment and a solution test. • Discover the seven steps to crafting an experiment with a clear result. • Practice identifying assumptions and defining testable hypotheses. • Understand the anatomy of an experiment. • Design an experiment to test a real-life hypothesis. • "Get out of the classroom" to run a real-world experiment on your fellow conference-goers. • Define a result and make a go-forward decision. • Refine the experiment based on cost, time, and manpower. • Identify the four characteristics of successful experiments.
  5. 5. © 2013 LUXr Incorporated, www.luxr.co June & Pete’s Wedding Cake
  6. 6. © 2013 LUXr Incorporated, www.luxr.co http://saptstrength.com/ Pete June
  7. 7. © 2013 LUXr Incorporated, www.luxr.co April http://saptstrength.com/ May June July August
  8. 8. © 2013 LUXr Incorporated, www.luxr.co sedonaweddingcakes.com
  9. 9. © 2013 LUXr Incorporated, www.luxr.co freebestpictures.blogspot.com
  10. 10. © 2013 LUXr Incorporated, www.luxr.co thekitchn.com
  11. 11. © 2013 LUXr Incorporated, www.luxr.co Zoe Clark, The Cake Parlour
  12. 12. © 2013 LUXr Incorporated, www.luxr.co sedonaweddingcakes.com Zoe Clark, The Cake Parlour
  13. 13. © 2013 LUXr Incorporated, www.luxr.co LEAN Startup
  14. 14. © LUXR.CO APRIL 2013 LEAN Startup
  15. 15. © LUXR.CO APRIL 2013 Build measure learn!
  16. 16. © LUXR.CO APRIL 2013
  17. 17. © LUXR.CO 2013 Lean Startup is NOT Cheap Startup Fast Startup Shortcut Startup
  18. 18. © LUXR.CO APRIL 2013 An approach for building companies that are creating new products and services in situations of extreme uncertainty. The approach advocates creating small products that test the entrepreneurʼs assumptions, and using customer feedback to evolve the product, thereby reducing waste. Lean Startup is...
  19. 19. © LUXR.CO APRIL 2013 1. List your assumptions. 2. Understand your customers. 3. Experiment efficiently. 4. Adjust direction based on evidence.
  20. 20. © LUXR.CO APRIL 2013 1. List your assumptions. 2. Understand your customers. 3. Experiment efficiently. 4. Adjust direction based on evidence.
  21. 21. © LUXR.CO APRIL 2013 Go backward to go forward. Learn Measure Build
  22. 22. © LUXR.CO 2013 Plot the difference THINK release MAKE release MAKE release MAKE RISK=UNVALIDATEDEFFORT TIME
  23. 23. © LUXR.CO 2013 Lots of little wigglesRISK=UNVALIDATEDEFFORT TIME
  24. 24. © LUXR.CO 2013 RISK=UNVALIDATEDEFFORT TIME Each wiggle is a learning cycle. MAKE releaseBUILD LEARN BUILD MEASURE
  25. 25. LUXR.CO JUNE 2012 There’s a pattern to startup work: ideation decision making ideation etc.
  26. 26. LUXR.CO JUNE 2012 In foolproof experiments, the results should be self- evident.
  27. 27. LUXR.CO JUNE 2012 1. Choose the problem to tackle. Clarify what’s uncertain, what you need to learn. 2. Understand the possible answers. 3. Brainstorm “what you could do to prove it”. 4. Choose the most broadly differentiated set of indicators. 5. Run the experiment. 6. Write down the results...on a sheet of paper. 7. Project the results into your future. 7 steps to foolproof experiments
  28. 28. LUXR.CO JUNE 2012 The Workshop
  29. 29. LUXR.CO JUNE 2012 Hypothesis We believe that modern families would benefit from having better ways to store their belongings, and are willing to pay for a service that will pick up and store boxes, then deliver them back home on demand. Today’s Challenge
  30. 30. LUXR.CO JUNE 2012 Box Me Up Provides you with plastic storage boxes Transports your stuff to storage Pay to get your stuff back Per-box per year 2800¥ per box per year outside of the city (less expensive place) box size: 30 gallon box service area is in Tokyo insurance is 20,000 yen per box temperature and humidity are normally conditioned no limit for storage perioe 24 hours access to the box privately storage payment method: paypal, square, credit card, no cash delivery will be by car nothing illegal, perishable, waste will be stored 3 employees in the company main customer will be families got 70,000,000 yen for initial investment
  31. 31. LUXR.CO JUNE 2012 Experiment Framework For Example: We believe people like [customer type] have a need for (or problem doing) [need/action/behavior]. The smallest thing we can do to prove that need is [experiment]. We will know we have succeeded when [quantitative/ measurable outcome] or [qualitative/observable outcome]. Every experiment has three parts: 1. Hypothesis that is provable/disprovable 2. The experiment itself; the thing you build 3. An indicator of result
  32. 32. LUXR.CO JUNE 2012 {Activity} Identify assumptions 10 assumptions, 1 per sticky
  33. 33. LUXR.CO JUNE 2012 {Activity} Divide into 2 piles Will kill the company in the next 6 months if weʼre wrong Everything else
  34. 34. LUXR.CO JUNE 2012 {Activity} Review & de-dupe
  35. 35. LUXR.CO JUNE 2012 {Activity} Stack rank the urgents
  36. 36. LUXR.CO JUNE 2012 {Activity} Pick the top one
  37. 37. LUXR.CO JUNE 2012 {Activity} Design an experiment to learn if this is true. we believe that ________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ _________________________________ __________________________ Briefly describe it. State how you will know if the hypothesis is valid or invalid. This can be quantitative evidence or qualitative. How much time/money/effort will it take?
  38. 38. LUXR.CO JUNE 2012 {Activity} Discuss, then pick the experiment to run. we believe that ________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ ____________ in 2 days. Decide we believe that ________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ __________________________________ ____________ in 2 weeks. we believe that ________________ _________________________________ ________________________________ ________________________________ ________________________________ _______________________________ _______________________________ ____________ in 2 months. ✔
  39. 39. LUXR.CO JUNE 2012 Experiments that were designed assumption experiment measurable/observable outcome busy people need a service to help them get menial stuff done fb ad, neighborhood targeting presents an offer, landing page. Phone number or tweet. No out of pocket cost. 10% ctr on ad, 10% ctr on landing page. 2 days busy people need a service to help them get menial stuff done find busy people (in offices). Set up a “shop”. Sit in their reception and see if we can get jobs. Prevail upon friend who runs 300-person company 5% of employees will make a hire. 1 repeat booking 2 wks busy people need a service to help them get menial stuff done ad in 10 different offices, diff types of companies 2 weeks.
  40. 40. LUXR.CO JUNE 2012 What did you learn? Top 5 things {Debrief}
  41. 41. LUXR.CO JUNE 2012 Design the next experiment: 2 days, 2 weeks, 2 months {Next Steps}
  42. 42. LUXR.CO JUNE 2012 What’s the right size for the experiment? {Choose}
  43. 43. LUXR.CO JUNE 2012 Techniques Checklist • Brainstorm quietly • Use Sticky Notes for ideas • Self-Edit • Go to the wall for team sharing • Stack-ranking • Roman Voting • Right-Sizing the work
  44. 44. LUXR.CO JUNE 2012 FISHBOWL
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×