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Applying Agile and Lean Thinking to Content Development and Delivery with Ryan MacCarrigan of Lean Studio

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Ryan MacCarrigan’s keynote covers the growing role of Agile Development and Lean in the context of content development and delivery—where complex content is the “product” and the end goal is to shorten cycle times, eliminate waste, or improve measured business outcomes without sacrificing quality or accuracy.

The audience will learn:

How to structure strategic content development in a similar fashion to the Agile product development lifecycle
How the “Build-Measure-Learn” framework of Lean Startup fame can be applied to rapid content testing and delivery
How developing a Lean mindset can help content-driven organizations break down silos and “Fail Fast,” improving overall institutional knowledge.

Presented November 28, 2018, at Quadrus Conference Center for Information Development World 2018.

Published in: Technology
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Applying Agile and Lean Thinking to Content Development and Delivery with Ryan MacCarrigan of Lean Studio

  1. 1. Applying Agile and Lean Thinking To Content Development & Delivery Information Development World November 28, 2018 #idw2018
  2. 2. Ryan MacCarrigan — Lean Startup Coach, Consultant, Advisor • Founding Principal at LeanStudio, a San Francisco based product design and innovation studio. Have impacted thousands of entrepreneurs and teams across the U.S., Europe, and Asia. • Global President at Columbia Venture Community, largest entrepreneurship and venture- focused alumni group at Columbia University (NYC). • Former Partner & VP at Lean Startup Machine, first education startup to develop practical teaching methods, tools, and software to educate entrepreneurs and corporate innovators about how to apply Lean Startup methodologies. • Marketing and Product leadership roles at multiple technology startups in NYC and San Francisco over the past 10 years — CoreStream, Advisor, SourcePad, AppFirst. • Founder, Lean Startup Circle: Corporate Innovation Meetup (San Francisco) @ryanmaccarrigan @ryanmaccarrigan #idw2018 ABOUT ME
  3. 3. IMPACT @ryanmaccarrigan @ryanmaccarrigan #idw2018
  4. 4. @ryanmaccarrigan @ryanmaccarrigan #idw2018 3 PILLARS OF LEAN STARTUP 1. CUSTOMER DEVELOPMENT 2. BUSINESS MODEL GENERATION 3. AGILE DEVELOPMENT My usual line of work… Challenging Assumptions… BUILDLEARN MEASURE
  5. 5. @ryanmaccarrigan @ryanmaccarrigan #idw2018 3 PILLARS OF LEAN STARTUP 1. CUSTOMER DEVELOPMENT 2. BUSINESS MODEL GENERATION 3. AGILE DEVELOPMENT Agile Manifesto
  6. 6. #idw2018 A quick primer on Agile…
  7. 7. @ryanmaccarrigan #idw2018 WATERFALL DESIGN VISUALIZED
  8. 8. Analysis Design Build Test Deployment Features A-Z Start @ryanmaccarrigan #idw2018 WATERFALL DESIGN VISUALIZED Month 1 Features A-Z Month 2 Features A-Z Month 3 Features A-Z
  9. 9. Design Month 1 Build Month 2 @ryanmaccarrigan #idw2018 Month 3 DeployAnalysis Start “We need you to build us an elephant. K thx bye.” WATERFALL DESIGN VISUALIZED
  10. 10. Analysis Design Build Test Deployment Feature A Start Feature B Month 1 Feature C Month 2 @ryanmaccarrigan #idw2018 Feature D Month 3 AGILE DEVELOPMENT VISUALIZED
  11. 11. @ryanmaccarrigan #idw2018 AGILE DEVELOPMENT VISUALIZED Mobility Start Nervous System Month 1 Digestive System Month 2 “Oops, nevermind! We have to pivot to a bear.” Month 3
  12. 12. @ryanmaccarrigan @ryanmaccarrigan #idw2018 3 PILLARS OF LEAN STARTUP Agile Manifesto 2. BUSINESS MODEL GENERATION 1. CUSTOMER DEVELOPMENT 3. AGILE DEVELOPMENT
  13. 13. @ryanmaccarrigan @ryanmaccarrigan #idw2018 TOOLS & METHODS 2. BUSINESS MODEL GENERATION 1. CUSTOMER DEVELOPMENT 3. AGILE DEVELOPMENT Customer Discovery Customer Validation Customer Creation Company Building Scrum XP Kanban Crystal DSDM
  14. 14. WHERE TO START? 2011-PRESENT @ryanmaccarrigan #idw2018 etc…
  15. 15. Tsundoku
  16. 16. LEAN MARKETING LEAN CONTENT DEVELOPMENT AGILE CONTENT DEVELOPMENT CONTENT UX MINIMUM VIABLE CONTENT LEAN USER EXPERIENCE AGILE MARKETING ITERATIVE CONTENT DEVELOPMENT AGILE INFORMATION DEVELOPMENT
  17. 17. STOP #idw2018
  18. 18. @ryanmaccarrigan #idw2018 LEAN & AGILE THINKING? THINKING / MINDSET CORE VALUES PRINCIPLES TOOLS & METHODS At which level should one apply
  19. 19. STUART FIRESTEIN @ryanmaccarrigan #idw2018 There is no surer way to screw up an experiment  than to be certain of its outcome. “ ”
  20. 20. @ryanmaccarrigan #idw2018 There is no surer way to screw up an experiment  than to be certain of its outcome. content“ ”
  21. 21. @ryanmaccarrigan #idw2018 There is no surer way to screw up an experiment  than to be certain of its outcome. content value.
  22. 22. SAME SPIRIT, SIMILAR PHILOSOPHIES, DIFFERENT MEASURES OF SUCCESS • LEAN — Concerned with creating value for the customer while minimizing risk and waste. • ASKS:
 What is the most effective way to build this?
 i.e., Should we develop this content for our audience? • AGILE — Concerned with adaptation, incremental development, and speed of delivery. • ASKS:
 Can we build and deliver something quickly?
 i.e., How fast can we deliver this content to our audience? • DESIGN THINKING — Concerned with problem exploration, product usability, and addressing unmet needs. • ASKS:
 How deeply can we empathize with the needs of customers?
 i.e, Will this content delight or satisfy the needs of our audience? @ryanmaccarrigan #idw2018
  23. 23. Should we develop this content for our audience? #idw2018 1. LEAN THINKING
  24. 24. How fast can we deliver this content to our audience? #idw2018 2. AGILE THINKING
  25. 25. Will this content delight or satisfy the needs of our audience? #idw2018 3. DESIGN THINKING
  26. 26. Itching for tools and methods? #idw2018 Here are 3 that could change your way of thinking over time
  27. 27. @ryanmaccarrigan #idw2018 BUILDLEARN MEASURE IDEAS CONTENTDATA • A popular framework retooled by replacing ‘CODE’ or ‘PRODUCT’ with ‘CONTENT’. • Content is your product — treat it as such. • Encourage your team to adopt this way of thinking for several months before formally implementing it as a process. • Begin each content planning session by outlining learning goals for each user / audience segment. • Before developing new content, the team must use empirical evidence to justify the question: “Should we create this content for our audience?” BUILD-MEASURE-LEARN FEEDBACK LOOP FOR DEVELOPING CONTENT
  28. 28. #idw2018 1st Launch Revision
  29. 29. Task Backlog Implementation ValidationSpecify Work (2) (5) (3) AGILE KANBAN FOR LIMITING WORK IN PROGRESS #idw2018 @ryanmaccarrigan
  30. 30. Document Backlog ReviewWork in Progress (3) DOCUMENT TRACKING KANBAN FOR LIMITING WORK IN PROGRESS Done #idw2018 @ryanmaccarrigan
  31. 31. #idw2018 Trello is based on Kanban
  32. 32. @ryanmaccarrigan #idw2018 5 WHYS DETERMINE THE ROOT CAUSE OF A PROBLEM Problem statement: During the time of User Acceptance Testing (UAT) an issue is observed by the client… 1. Why has the issue been encountered by the client?
 According to theTechnical Lead, the testing team has not reported any such issue to the development team 2. Why the testing team was not able to catch the issue?
 The testing team performed only sanity testing and not complete regression testing 3. Why testing team performed only sanity testing?
 Because they didn’t have enough time to perform a thorough functional testing of the complete application 4. Why there was not enough time for thorough functional testing?
 Because the build came only one day before the UAT timelines and thorough functional testing take at least 3 days. 5. Why was the build give only a day before the UAT?
 Because the development team took more than the estimated time resolving some bugs. Source: http://thebusinessanalystjobdescription.com/5-whys-technique-basics-examples-and-tips/ First root cause: The team members are not able to give correct estimations around their functionalities and there is a need for training on estimations techniques and their implementation. Second root cause: There is an issue with the project management as ideally, a code freeze should happen at least 4 days before the UAT but here the team was working on fixing bugs at the last day.
  33. 33. #idw2018 Thanks ryan@leanstud.io Connect on Linkedin

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