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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
!(&#$$!!

!(&$$$!!

!'&#$$!!

!'&$$$!!
                                                      ./0123/.!
!%&#$$!!                                              ./0123/.&!455&!678!

!%&$$$!!

  !#$$!!

    !"!!!!
             %! '! (! )! #! *! +! ,! -! %$! %%! %'!
($!"#
              Cohorts – Measure Engagement
(!!"#

                                                                                                                           A70C#


 '!"#

                                                                                                                           -097:;0-#


 &!"#

                                                                                                                           -097:;0-D##*EE#


 %!"#
                                                                                                                           -097:;0-D##*EED#
                                                                                                                           -03?==0+E#

 $!"#
                                                                                                                           -097:;0-D#*EED#
                                                                                                                           1,.#


  !"#
   )*+,*-.#   /01-,*-.#   2*-34#   56-78#   2*.#   ),+0#   ),8.#   5,9,:;#   <06;0=10-#   >3;?10-#   @?A0=10-# B030=10-#
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

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Agile, Lean and Startups

  • 1. Agile, Lean and Startup how to create to ultimate value creation machine @barryoreilly
  • 2. Meet the heroes of this presentation WHERE TO START?
  • 3. Waterfall !  Basic building blocks !  Analysis !  Develop !  Test !  Release
  • 4. Agile !  Iterative !  Incremental !  Quality Baked In !  Continuous Delivery !  Feedback
  • 5. Lean !  Eliminate Waste !  Continuous Flow !  Value Creation !  Customer Driven !  Total Quality Management !  Deming Cycle
  • 6. Startup !  Product Development !  Vision !  Steer !  Experiment !  Test !  Measure !  Pivot or Persevere !  Accelerate
  • 7. How can we harness everyone?
  • 8. Where is the sweet spot? Agile Sweet Spot Startup Lean
  • 9. SHARE A FEW EXPERIENCES & TOOLS
  • 10. Topics for deep dive !  Efficiency and effectiveness !  Understanding !  Test !  Measure !  Building !  Learning
  • 11. Efficiency and effectiveness There is nothing so useless as doing efficiently that which should not be done at all - Peter Drucker
  • 12. Deming Cycle Plan Act Do Check
  • 13. Lean Startup Idea Learn Build Data Product Measure
  • 14. Building !  Concept to product !  Value prioritisation !  Business !  Customer !  User stories
  • 15. Concept to Value !  Business Model !  Creating it !  Customer Driven Design !  Validating !  Stories ! Realising it
  • 16. Business Model Canvas by Alex Osterwalder
  • 18. FROM CREATE TO VALIDATE….
  • 19. Testing (the Product) !  User !  Customer !  Prototyping !  Gorilla !  Continuous Deployment !  A/B split testing
  • 20. 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
  • 21. Understand your end users’ motivations, ability and the value you will be giving them so they use your site
  • 22. 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
  • 23. Who will use my application? 1 Street interviews Prioritised Customer research Personas Online questionnaire Empathy maps 2 Business success metrics G1, value /session
  • 24. Get out of the building!
  • 25. How will they use my application? Personas Persona journeys Journey sketches
  • 26. User Journey Home  page   Search site   Results   Matt, 31 yrs, Professional, Casual User Update dates   Select dates   Confirm selection   Purchase   Receipt  
  • 27. What’s on the pages? Personas Feature and Wireframes page sketching Personas journeys
  • 28. Create stories Personas Stories mapped to wireframes Home page Wire framed journeys
  • 30. Story Value !  Story value !  Not liner !  Focus should be to § realise it § as soon as possible § user perspective and centric
  • 33. Agile has helped feedback loop but still challenges to prioritise value Requirement Plan Design Plan Deploy Evaluate Implement Test
  • 34. Change thinking on value !  Product Backlog !  Linear mindset flawed !  Systemic & holistic approach needed
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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
  • 39. Systemico Framework for Value Mapping by Lourenço Soares and Barry O’Reilly
  • 41. Measure Data is the new oil Track everything!
  • 42. Non Actionable Metrics !(&#$$!! !(&$$$!! !'&#$$!! !'&$$$!! ./0123/.! !%&#$$!! ./0123/.&!455&!678! !%&$$$!! !#$$!! !"!!!! %! '! (! )! #! *! +! ,! -! %$! %%! %'!
  • 43. ($!"# Cohorts – Measure Engagement (!!"# A70C# '!"# -097:;0-# &!"# -097:;0-D##*EE# %!"# -097:;0-D##*EED# -03?==0+E# $!"# -097:;0-D#*EED# 1,.# !"# )*+,*-.# /01-,*-.# 2*-34# 56-78# 2*.# ),+0# ),8.# 5,9,:;# <06;0=10-# >3;?10-# @?A0=10-# B030=10-#
  • 44. 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.
  • 45. Learning !  Continuous Improvement !  Single and Double loop !  What to build next?
  • 46. Learning as “the detection and correction of error” where an error is a mismatch between what was intended and what was produced.
  • 47. Single Loop Learning Our Approach Action Strategies Results (Why We Do) (What We Do) (What We Get)
  • 48. Double loop learning - requires changing the values and revisit what governs theory-in-use change view of what we are doing
  • 49. Single Vs. Double Loop Learning Our Approach Action Strategies Results (Why We Do) (What We Do) (What We Get)
  • 50. Learning !  Don’t waste your failures !  Its not the FAILURE that we should celebrate but the LEARNING that ensues
  • 51. Idea flow Idea Test $ Refine Financial model 0101110 Prioritised list 0111010 Business process model 0001010 Code Architectural model Prototype (lo/hi fi)
  • 52. Agile, Lean and Startup how to create to ultimate value creation machine Thanks! @barryoreilly