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The Build Trap

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The Build Trap

  1. 1. The Build Trap Melissa Perri @lissijean #LeanUX15
  2. 2. @lissijean#leanUX15 “We don’t have time to build that. We’re not fast enough.” “We want to ship 4 new features in the next quarter.” “Our customers want to see our roadmap for the next year.” “We hear complaints from our customers.” “I’m not sure how to prioritize requests.”
  3. 3. @lissijean#leanUX15 The Build Trap @lissijean#leanUX15
  4. 4. @lissijean#leanUX15 Idea Product/ Market fit Iterating We start off testing and iterating…
  5. 5. @lissijean#leanUX15 Idea Product/ Market fit Iterating Build Build Build but we get stuck building and not validating.
  6. 6. What is all this shit? @lissijean#leanUX15
  7. 7. @lissijean#leanUX15 Copier Printer Scanner Fax Stapler Magician Satan
  8. 8. @lissijean#leanUX15
  9. 9. @lissijean#leanUX15
  10. 10. @lissijean#leanUX15
  11. 11. @lissijean#leanUX15 We keep adding and never take away. #leanUX15
  12. 12. How did we get here? @lissijean#leanUX15
  13. 13. @lissijean#leanUX15 Creating new products is full of uncertainty.
  14. 14. Your product ideas are biased. @lissijean#leanUX15
  15. 15. @lissijean#leanUX15 We built a mobile app before and it was successful last time. We built a mobile app before and it was successful last time. Copycat Experience
  16. 16. @lissijean#leanUX15 It’s so groundbreaking, customers don’t know they need it yet. Steve Jobs Complex
  17. 17. @lissijean#leanUX15 80% of users log on every day. Anchoring
  18. 18. @lissijean#leanUX15 Problem Customers don’t have custom dashboards.
  19. 19. @lissijean#leanUX15 Problem Customers don’t have custom dashboards. Solution Custom dashboards.
  20. 20. @lissijean#leanUX15 Customers’ problems are not lack of your product’s features.
  21. 21. @lissijean#leanUX15 Complaints & Feature Requests @lissijean
  22. 22. @lissijean#leanUX15
  23. 23. @lissijean#leanUX15 We build and launch with no measures of success. @lissijean#leanUX15
  24. 24. @lissijean#leanUX15 from xkcd
  25. 25. @lissijean#leanUX15 Output over Outcome.
  26. 26. No collaboration between teams. *Photo Made By Joel @lissijean#leanUX15
  27. 27. What have I done? @lissijean#leanUX15
  28. 28. @lissijean#leanUX15 We tried Lean and it didn’t work. We tried Lean and it didn’t work.
  29. 29. @lissijean#leanUX15 So how do we solve these problems?
  30. 30. Building is easy. Figuring out what to build is hard. @lissijean
  31. 31. Terminate your bad ideas. Solution 1 @lissijean#leanUX15
  32. 32. “If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” @lissijean#leanUX15
  33. 33. @lissijean#leanUX15 Testing quickly.
  34. 34. @lissijean#leanUX15 Talk to your customers.
  35. 35. @lissijean#leanUX15 “I don’t feel comfortable meeting people that way.” “I don’t feel comfortable meeting people that way.”
  36. 36. @lissijean#leanUX15 “I wish someone would give me steps.”
  37. 37. @lissijean#leanUX15 @lissijean#leanUX15
  38. 38. @lissijean#leanUX15
  39. 39. The Problem Roadmap melissaperri.com @lissijean#leanUX15
  40. 40. @lissijean#leanUX15 June July August Guides Email template update Test 1 Test 2 Test 3 plan & build or test more fix database Content add analytics Sign Up redesign & add The Problem Roadmap
  41. 41. @lissijean#leanUX15 analyze that product @lissijean#leanUX15 Solution 2
  42. 42. @lissijean#leanUX15 1. What is the problem? 2. Who is the customer? 3. What KPI will this change? By how much? 4. Why is this the right time? 5. What do we need for this to be successful? 6. What is the business priority? 7. Is this dependent on any other changes? and many more…
  43. 43. @lissijean#leanUX15 Build & Prioritize Need More Info Don’t Build Yet YES MAYBE NO Determine What Action to Take
  44. 44. @lissijean#leanUX15 @lissijean#leanUX15 NO
  45. 45. @lissijean#leanUX15 Measure success. Solution 3 @lissijean#leanUX15
  46. 46. @lissijean#leanUX15 If we launch this product, I expect _____ to_____________ by _______ in _______________. KPI increase/decrease X% this amount of time
  47. 47. @lissijean#leanUX15 Start rewarding people for learning. @lissijean#leanUX15
  48. 48. @lissijean#leanUX15 Learning reduces uncertainty.
  49. 49. @lissijean#leanUX15 Lean Startup is a process. Lean is a mindset.
  50. 50. @lissijean#leanUX15
  51. 51. Melissa Perri melissa@produxlabs.com produxlabs.com melissaperri.com @lissijean Melissa Perri CEO, ProdUX Labs melissa@produxlabs.com melissaperri.com @lissijean

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