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The     science
of product
development
                      James Birchler (@JamesBirchler)
                      VP Engineering Management, IMVU
  San Francisco Lean Startup Circle, October 26, 2011
Questions & comments?

      @jamesbirchler
The
scientific method
        is
      based
       on
experimentation
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
$
                                  IMVU Revenue Growth
Qtr   Q1'06 Q2'06 Q3'06 Q4'06 Q1'07 Q2'07 Q3'07 Q4'07 Q1'08 Q2'08 Q3'08 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09
$
                                  IMVU Revenue Growth
Qtr   Q1'06 Q2'06 Q3'06 Q4'06 Q1'07 Q2'07 Q3'07 Q4'07 Q1'08 Q2'08 Q3'08 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09
SF Lean Startup Circle: The New Science of Product Development
@copernicus
@copernicus
#inquisition
@copernicus
@Giordano_Bruno
@Galileo
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
@Jamesbirchler
Experimentation
IS GOOD
RIGHT?
Ask Question
                   Got
 Do Research

 Hypothesis
                 Science?
    Test

Analyze Data

 Conclusion

Report Results
Question



    Results                              Research




               Scientific
Conclusion
                Method                       Hypothesis




             Analyze
              Data                Test
SF Lean Startup Circle: The New Science of Product Development
Question



    Results                              Research




                  Scientific                              #leanstartup
Conclusion
                   Method                    Hypothesis




             Analyze
              Data                Test
Question



    Results                              Research
                                                                 Quack.


                  Scientific                                       #leanstartup
Conclusion
                   Method                    Hypothesis




             Analyze
              Data                Test       An Alleged “duck”
Ask Question


 Do Research

 Hypothesis


    Test


Analyze Data


 Conclusion


Report Results




        Looks a lot like the scientific method (it is!)…
culture of
Experimentation
Okay, I’ll run an
    Okay, I’ll run an
                         Okay, I’ll run an    experiment!                   Okay, I’ll run
     experiment!                                          Okay, I’ll run an
                          experiment!                                        experiment
                                                            experiment!


                                                                 Okay, I’ll run an
                                                                  experiment!


Let’s keep this
         Okay, I’ll run an
   simple!                                             Okay, I’ll run an
           experiment!
                          Prove your idea               experiment!
                            is the best!
Keep it
simple
if( setup_experiment(...) == "control" ) {

    // do it the old way

} else {

// do it the new way
                               Simple
                                To code
}
Simple
To manage
Simple
To share
embrace
failure
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
Freedom
    to
Experiment
What could possibly go wrong?
simple
   to
Screw up
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
What Not to do
Start with use cases

                       X


                       X
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
– Laura Klein, Principal, Users Know
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
Product
Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
Measure
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
5
whys
5
whys
   Root Cause:
     Fix this!
SF Lean Startup Circle: The New Science of Product Development
SF Lean Startup Circle: The New Science of Product Development
Process
Experiments
Dogma
Handling Interrupts…
Measuring value to customers…
SF Lean Startup Circle: The New Science of Product Development
Keep your team Together…


                  •
                  •
                  •
Technical Project Reviews…

                   •
                   •
                   •
                   •
Self Selecting Teams…


                    •
                    •
Scrum 2.0: Continuous Planning
Have a “Fixer”
Small Team + No rules=Big Win
Recap…
credits   Thanks

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SF Lean Startup Circle: The New Science of Product Development