Agile, Lean and Startup
how to create to ultimate value creation machine
@barryoreilly

Meet the heroes of this presentation
WHERE TO START?

Waterfall
! Basic building blocks
! Analysis
! Develop
! Test
! Release

Agile
! Iterative
! Incremental
! Quality Baked In
! Continuous Delivery
! Feedback

Lean
! Eliminate Waste
! Continuous Flow
! Value Creation
! Customer Driven
! Total Quality Management
! Deming Cycle

Startup
! Product Development
! Vision
! Steer
! Experiment
! Test
! Measure
! Pivot or Persevere
! Accelerate

How can we harness everyone?

Where is the sweet spot?
Agile
Sweet
Spot
Startup Lean

SHARE A FEW EXPERIENCES & TOOLS

Topics for deep dive
! Efficiency and effectiveness
! Understanding
! Test
! Measure
! Building
! Learning

Efficiency and effectiveness
There is nothing so useless as
doing efficiently that which
should not be done at all
- Peter Drucker

Deming Cycle
Plan
Act Do
Check

Lean Startup
Idea
Learn Build
Data Product
Measure

Building
! Concept to product
! Value prioritisation
! Business
! Customer
! User stories

Concept to Value
! Business Model
! Creating it
! Customer Driven Design
! Validating
! Stories
! Realising it

Business Model Canvas by Alex Osterwalder

Conference Business Model Canvas

FROM CREATE TO VALIDATE….

Testing (the Product)
! User
! Customer
! Prototyping
! Gorilla
! Continuous Deployment
! A/B split testing

Get to know your users
! Objective of the exercise
! To understand who uses the site and why
! To understand what would motivate users
to use our offering
! Uses
! A good understanding of the potential
users helps to understand how they will
interact with the site and drives us to
design a system that will meet their needs

Understand your end users’ motivations, ability and the value
you will be giving them so they use your site

How do we achieve this?
! Brainstorming
! Help the team own the solution
! Leverage knowledge within the team
! Draft personas
! Get something on paper and then improve it continuously
! Street surveys
! Find out what people are saying
! Help the team interact with end users to understand their
motivations
! Online surveys
! Collect more data
! Review of existing market research
! Leverage existing knowledge within the organisation

Who will use my application? 1
Street interviews
Prioritised
Customer research
Personas
Online questionnaire
Empathy maps 2
Business success metrics
G1, value /session

Get out of the building!

How will they use my application?
Personas
Persona journeys
Journey
sketches

User Journey
Home
page
Search site
Results
Matt, 31 yrs,
Professional,
Casual User
Update dates
Select dates
Confirm selection
Purchase
Receipt

What’s on the pages? Personas
Feature and Wireframes
page sketching
Personas
journeys

Create stories Personas
Stories mapped to wireframes
Home page
Wire framed journeys

VALIDATE TO REALISE….

Story Value
! Story value
! Not liner
! Focus should be to
§ realise it
§ as soon as possible
§ user perspective and centric

Old days

Old days
No Value
Until Here

Agile has helped feedback loop
but still challenges to prioritise value
Requirement
Plan Design
Plan Deploy
Evaluate Implement
Test

Change thinking on value
! Product Backlog
! Linear mindset flawed
! Systemic & holistic approach needed

Systemico Framework for Value Mapping
by Lourenço Soares and Barry O’Reilly
Prioritised User goals of the product
User User User User User
Goal 1 Goal 2 Goal 3 Goal 4 Goal 5
Engagement level
of the User
CORE
USE
ENGAGE
EXPLORE

User Value Map
Prioritised User goals of the product
User User User User User
Goal 1 Goal 2 Goal 3 Goal 4 Goal 5
Engagement level
of the User
CORE
USE
ENGAGE
Give value dimensions
EXPLORE

User Value Map
User Goal 1 User Goal 2 User Goal 3 User Goal 4 User Goal 5
CORE #121 #143 #122 #158 #125
#124
USE #126 #130 #129
#108
ENGAGE #190 #127 #132
#186
EXPLORE #133 #179

AS A PRODUCT OWNER
I WANT TO ADD A PICTURE TO MY
PROFILE
SO THAT OTHER USERS CAN SEE MY
BEAUTIFUL FACE
Estimate: 5
Goal: 2 (Find content)
Engagement : Core

Systemico Framework for Value Mapping
by Lourenço Soares and Barry O’Reilly

REALISE TO LEARN….

Measure
Data is the new oil
Track everything!

Non Actionable Metrics
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($!"#
Cohorts – Measure Engagement
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Customer Driven Development
! Understanding what customers want to
evolving product around it
! When you see an reaction from you
customers, keep digging – your onto
something good.

Learning
! Continuous Improvement
! Single and Double loop
! What to build next?

Learning as
“the detection and correction of error”
where an error is a mismatch between
what was intended and what was produced.

Single Loop Learning
Our Approach Action Strategies Results
(Why We Do) (What We Do) (What We Get)

Double loop learning
- requires changing the values and
revisit what governs theory-in-use
change view of what we are doing

Single Vs. Double Loop Learning
Our Approach Action Strategies Results
(Why We Do) (What We Do) (What We Get)

Learning
! Don’t waste your failures
! Its not the FAILURE that we should
celebrate but the LEARNING that
ensues

Idea flow
Idea
Test $ Refine
Financial model
0101110
Prioritised list 0111010 Business process model
0001010
Code
Architectural model Prototype (lo/hi fi)

Agile, Lean and Startup
how to create to ultimate value creation machine
Thanks! @barryoreilly