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Crafting Software Products

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Crafting Software Products
Sarah Allen
Blazing Cloud
@ultrasaurus

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“ Artisans were the
dominant producers of consumer products 

                                   ”
   prior to the Industr...

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What is a Software Product?

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Crafting Software Products

  1. 1. Crafting Software Products Sarah Allen Blazing Cloud @ultrasaurus
  2. 2. “ Artisans were the dominant producers of consumer products  ” prior to the Industrial Revolution WIKIPEDIA
  3. 3. What is a Software Product?
  4. 4. Software Products
  5. 5. Software Products
  6. 6. Software Products
  7. 7. “ What is simplest thing that could possibly work? ” WARD CUNNINGHAM / KENT BECK
  8. 8. Learn: what do we know? (numbers are good) Hypothesis: what do we believe? (numbers are good) Test: how can we check reality? Analyze: does the data support our hypothesis?
  9. 9. Blazing Cloud Toolbox
  10. 10. Case Study Optality
  11. 11. The Company Optality helps you discover patterns that affect your fitness goals by analyzing data from apps & devices you already use.
  12. 12. The Challenge Optality had developed an MVP, which could deliver “insights” via weekly email. Blazing Cloud to create a mobile app.
  13. 13. Key Questions Target Audience? Key Features for the Mobile App?
  14. 14. Test First RED GREEN refactor
  15. 15. Test Driven Development is a design activity
  16. 16. Instance OR Class Method? it "executes code" do it "executes code" do called = false called = false Perf.new.execute do Perf.execute do called = true called = true end end called.should be_true called.should be_true end end
  17. 17. Test First Product Definition
  18. 18. Reflective OR Goal-Oriented? Text • One • Two • Three
  19. 19. Methodology
  20. 20. Landing Page Test Google or Facebook Ad Web Page with Sign Up Form
  21. 21. Measuring Results Ad Impressions Page Visitors Sign Ups
  22. 22. Success Criteria ÷ = Ad Spend Sign Ups Cost Per User
  23. 23. Success Criteria Less than $10/user = Success
  24. 24. Run the Test
  25. 25. Reflective OR Goal-Oriented? Text • One • Two • Three
  26. 26. Exploratory Test 53 Signups of 198 Visitors* 27% conversion Not Repeatable *excluding the “social media marketing team” (everyone on the project)
  27. 27. Repeatable Test
  28. 28. Repeatable Test 8 Signups of 165 Visitors* 4.85% conversion $31.25
  29. 29. Repeatable Test 8 Signups of 165 Visitors* 4.85% conversion $31.25
  30. 30. Impact of Image vs. Text Message Results from Multi-variate Test Visual Website Optimizer
  31. 31. Design the App
  32. 32. Divergent Approaches Lead with Insights • Feed paradigm • Dive into Data
  33. 33. Divergent Approaches Lead With Data • Aggregated Graphs • Dive into Insights
  34. 34. Test with People
  35. 35. Live Interviews
  36. 36. What do you think this product does?
  37. 37. What makes you think that?
  38. 38. What questions/concerns do you have about the product?
  39. 39. What words would you use to describe the “feel” of this page?
  40. 40. Run the Test again
  41. 41. Landing Page Test 41% conversion rate $1.23 user acquisition cost
  42. 42. Landing Page Test 41% conversion rate $1.23 user acquisition cost
  43. 43. Refactor create the app!
  44. 44. Not Done Yet! Sign up at: motifmvp.com
  45. 45. Summary 1. Reality Check before we write code 2. Talk to Customers 3. Validate Assumptions before we feel ready 4. Document Why not what
  46. 46. @ultrasaurus Sarah Allen Blazing Cloud http://blazingcloud.net http://ultrasaurus.com

Editor's Notes

  • I will talk about what we need to think about before we write code. How do we define a product with a holistic & effective design without falling into the anti-patterns seen waterfall development.\n
  • Just like artisans before the industrial revolution, \nwe are responsible for not only the means of production, but for product design and delivery to the customer. Artisans knew their customers personally, as Software Artisans, so should we.\n
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  • Desktop Software Products\n
  • Web Applications\n
  • Mobile Apps\nSoftware that is used by 100s, 1000s, 100s of 1000s of people\n
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  • As agile developers, we want to start with the simplest think that could possibly work.\nWhen we think about what works, we need to think beyond making our tests green, \nwe need to think about what actually works for the customer.\n
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  • the most important tool is using our words to talk to real people\nhttp://www.flickr.com/photos/shawnecono/145424142/sizes/o/\nhttp://www.flickr.com/photos/klamurke/2538792775\nhttp://www.flickr.com/photos/andry_portfolio/5080170314\nhttp://www.flickr.com/photos/iamthebestartist/2987217969/\nhttp://www.flickr.com/photos/sammers05/3503699510/sizes/l/\n
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  • Write the test, watch it fail, write the code, run the test, watch it pass, then refactor\nWhen I first learned TDD, I thought it was all about testing -- I thought it was about getting this distasteful task out of the way early, so I didn’t have to do it at the end. But after doing it for a while, I realized that...\n
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  • How do we apply a similar methodology to product design?\n
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  • How do we apply a similar methodology to product design?\n
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  • Lifetime Value, general benchmark of $10/user or less\n
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  • The first landing page test we created was for an email insight product -- sometimes we’ll do this before the product exists at all, but in this case there was an MVP and we wanted to expand the number of people participating.\n\nWe’re expecting this test to fail -- we plan to build a mobile app after all. We don’t expect weekly emails to be compelling,\nbut maybe some users will sign up and we’ll learn something from them... and of course, then we’ll have some users.\n
  • Anectodal Findings: Privacy Policy & Feedback\n
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  • Even though the test failed, we still had more users that we could add to our MVP\n
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  • analagous to writing coding \n
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  • learn about why something fails, not just whether it fails \nunlike automated testing where we can can create a definitive success or failure and point the cause, \nits impossible to do that with a whole product -- it could be a failure of messaging or of product definition or execution (such as an invisible sign up button). Qualitative testing with real humans helps with this.\n\n
  • resist telling them about the product\n
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  • Would you sign up? is not the interesting question\n
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