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The document discusses how teams can fall into a "build trap" by continuously adding features without focus on customer needs or measuring success, leading to uncertainty and wasted work. It advocates adopting product management practices like establishing a clear product strategy and roadmap based on customer problems rather than a wish list of features, conducting user research and experiments to reduce uncertainty, and measuring outcomes rather than just outputs to define success. These practices can help teams get out of the build trap by focusing on delivering value to customers.
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- 1. The Build Trap Melissa Perri @lissijean #LAScot16
- 2. @lissijean
- 3. @lissijean#LAScot16 Everyone’s doing the SAFety Dance #LAScot16 @lissijean
- 4. What is all this shit? @lissijean#LAScot16
- 7. @lissijean#leanUX15 We keep adding to the backlog and never take away. #LAScot16
- 8. @lissijean “We need to train our Product Owners”
- 10. What is all this shit? @lissijean#LAScot16
- 14. @lissijean “Scrum doesn’t focus on delivering just any increment of business value; it focuses on delivering the highest priority business value as defined by the customer (Product Owner).” The Product Owner Agile Project Management with Scrum Ken Schwaber, 2004
- 17. @lissijean Agile is not enough. We need more…
- 19. @lissijean#LAScot16 We treat Product Strategy as a plan. PROBLEM
- 20. @lissijean Ingredients and recipes shipped to your door.
- 21. @lissijean What is your product strategy?
- 22. @lissijean “I want a document with every field you intend to put on the site and the content strategy so I can build a back end.”
- 23. @lissijean#LAScot16 Most Product Strategies are wish lists of features.
- 25. @lissijean#LAScot16 Creating new products is full of uncertainty.
- 27. @lissijean Product Strategy is a system, made up of visions, goals, constraints, and where we are now that results in desired business and customer outcomes.
- 28. @lissijean UNIFIED FIELD THEORY Bill Costantino & Mike Rother @lissijean
- 37. @lissijean What is your product strategy?
- 38. @lissijean Ingredients and recipes shipped to your door.
- 39. 5 years FDS a top dinner option for the target market. double acquisition Dec 2016
- 40. @lissijean Product leaders provide vision, goals, and guardrails. @lissijean
- 41. @lissijean “The price is too high, we should lower it.” “The photos are not enticing.” “We need to rebrand the sign up funnel to the new design.” “We should be offering sign up gifts.” “They cannot try it for free!”
- 43. 5 years FDS a top dinner option for the target market. double acquisition Dec 2016 increase conversion rate across all platforms by X% by end of Q2. conversion rate is Y% on desktop and X% on mobile.
- 44. @lissijean Company Goal, Product KPI, Future state. What are users doing now? What’s the first little goal? User Research, Product Experiments Product Kata 1 2 3 4 Planning Experimenting A scientific, systematic way to build better products.
- 45. @lissijean Obstacle: We don’t understand why people are leaving. @lissijean
- 46. @lissijean Learned: The top reasons people are leaving. @lissijean 0% 10% 20% 30% 40% Reason Can't Find Menu What's in the box? The price is too high I want more plan options I am vegan
- 47. @lissijean Obstacle: People cannot find the menu. @lissijean
- 48. @lissijean
- 49. @lissijean
- 52. @lissijean
- 55. @lissijean If users engage with the site more, then they will contribute more to their savings. HYPOTHESIS Pop ups that lead users to savings growth calculators. Success = clicking TEST
- 56. Jim, Exec Mgr for Business Line Great, let’s build these three features.
- 57. @lissijean
- 59. @lissijean I want a refund.
- 60. @lissijean#LAScot16 Measuring success on outputs. PROBLEM
- 61. Jim, Exec Mgr for Business Line
- 62. @lissijean#LAScot16 We build and launch with no measures of success. @lissijean#LAScot16
- 66. @lissijean#LAScot16 Jeff Patton 60% Valley of MehAwful Awesome! SUCCESS OF PRODUCTS
- 67. @lissijean#LAScot16 Jeff Patton 60% Valley of MehFailure Success SUCCESS FOR BIG COMPANIES
- 68. @lissijean#LAScot16 Jeff Patton Failure Success SUCCESS FOR STARTUPS
- 69. @lissijean#LAScot16 Lack of focus on the real customer. PROBLEM
- 72. @lissijean#LAScot16 Customers’ problems are not lack of your product’s features.
- 73. @lissijean#LAScot16 Customers’ problems are not YOUR PROBLEMS.
- 74. @lissijean “As a user I want to engage with the site but it’s boring.”
- 75. @lissijean
- 77. @lissijean TALK TO YOUR USERS. DIRECTLY.
- 78. @lissijean
- 79. @lissijean Jeff Patton & Giff Constable Confidence Investment
- 80. @lissijean Jeff Patton & Giff Constable Confidence Investment
- 81. @lissijean
- 82. @lissijean Your colleagues are not your customers. (unless you are building internal tools)
- 83. @lissijean#LAScot16 We built a mobile app before and it was successful last time. But, Melissa, users don’t know what they want.
- 84. @lissijean Solving big problems for customers creates big value for businesses. @lissijean
- 91. @lissijean
- 93. @lissijean#LAScot16 We built a mobile app before and it was successful last time. They just don’t understand Agile.
- 98. @lissijean#LAScot16 We built a mobile app before and it was successful last time. Do we even need Product Owners?
- 100. @lissijean#LAScot16 We need product people who know how to make valuable software by recognizing uncertainty.
- 101. @lissijean#LAScot16 Agile is not enough to get out of the Build Trap.
- 102. @lissijean#LAScot16
- 103. @lissijean#LAScot16
- 104. @lissijean#LAScot16 What are you going to do about it?
- 105. Melissa Perri melissa@produxlabs.com produxlabs.com melissaperri.com @lissijean Melissa Perri CEO, ProdUX Labs melissa@produxlabs.com melissaperri.com produxlabs.com @lissijean