SlideShare a Scribd company logo
Lean Startup & UX
for Agile Teams
@LukasFittl
Startup Founder

@LukasFittl
Spark59

&
Recently:

pganalyze.com
When Agile is not enough
Idea

Agile Development

Release
Which Idea?

Idea

Agile Development

Release

Did It
Have an Effect?
Which Idea?

Idea

Agile Development

Release

Did It
Have an Effect?
Wrong Idea.

Idea

Agile Development

Release

Did It
Have an Effect?
Wrong Idea.

Idea

Agile Development

Release

Wrong Idea
= Zero Business Impact

No Effect.
Which Idea?

Idea

Agile Development

Release

Did It
Have an Effect?
Right Idea.

Idea

Agile Development

Release

Did It
Have an Effect?
Right Idea.

Idea

Agile Development

Release

Did It
Have an Effect?
Right Idea.

Idea

Agile Development

Release

Wrong Implementation
= Zero Business Impact

No Effect.
Right Idea.

Idea

Agile Development

Release

No Effect.

Tweak It!
Making The Right Feature

&
Making The Feature Right
Ship working software.
Ship working software.
Ship the right software.
Prioritization

Focus on
Outcome

Fast
Iterations
Prioritization

Focus on
Outcome

Fast
Iterations
Prioritization

Focus on
Outcome

Fast
Iterations
Prioritization

Focus on
Outcome

Fast
Iterations
Prioriti
zation

Wrong Idea.

Idea

Agile Development

Release

Wrong Idea
= Zero Business Impact

No Effect.
Prioriti
zation

When we Build all ideas:
Wrong Idea.

Idea

Agile Development

Release

No Effect.

Wrong Idea.

Idea

Agile Development

Release

No Effect.

Wrong Idea.

Idea

Agile Development

Release

No Effect.
Prioriti
zation

Good Idea
=
Information
Prioriti
zation

Information

Successful

Has Potential

Bad Idea

Ok Idea

Great Idea

We want Better Information
about the Market, Customers, etc
Prioriti
zation

Finding Information
Quantitative

Qualitative

Generative

Surveys
Interviews

Contextual Inquiry
Mental Models
Interviews
Diary Studies

Evaluative

Automated Card Sort
Surveys
Automated Studies
Analytics
A/B Testing
Multi-Variant Testing

Usability Testing
Moderated Card Sort
Wizard of Oz

By @JohannaKoll, based on work by Janice Fraser, Nate Bolt & Christian Rohrer
Prioriti
zation

Who is the customer?
Why do they care?
What are they buying?
Prioriti
zation

Customer Interviews
!
Customer

?
Interviewer
Prioriti
zation

Customer Interviews
!
Customer

?
Interviewer

Note Taker
Prioriti
zation

Image Credit: http://jennycham.co.uk/?page_id=408
Prioriti
zation

On-Location Workshops
Prioriti
zation

Test Out before you Build:
Low-Fidelity Prototypes
Prioriti
zation

Sketches
Prioriti
zation

Story Boards
Prioriti
zation

Keynote Prototypes
Prioriti
zation

Customer Interview
(Paper) Prototype
MVP
“The Perfect Product”
Inside-the-Building Comfort Zone
Prioriti
zation

Get-out-of-the-Building Reality
Customer Interview
(Paper) Prototype
MVP
“The Perfect Product”
Prioritization

Focus on
Outcome

Fast
Iterations
10.000 EUR / month
10.000 EUR / month

Jan 2014

Apr 2014

Jul 2014

Oct 2014

Jan 2015

Mar 2015
10.000 EUR / month

Jan 2014

Apr 2014

Jul 2014

Oct 2014

Jan 2015

Mar 2015
10.000 EUR / month

Task

Task

Task
Task
Task
Task

Jan 2014

Task

Task
Task
Task
Task
Task T
ask
Task Task
Task
Task
Task Task

Apr 2014

Jul 2014

Oct 2014

Task
Task

Task

Task
Task

Task
Task Task

Jan 2015

Mar 2015
INBOUND
CHANNELS

INCREASE
ACQUISITION

SEO RANKING

Jan 2014

Apr 2014

LANDING PAGE
CONVERSION

Jul 2014

Oct 2014

Jan 2015

Mar 2015
Focus on
Outcome

Focus on Outcomes,
not Tasks.
Focus on
Outcome

Task:

Build the new Landing Page

Outcome: Acquire 10 Customers / Week
20% Monthly Revenue Growth
Focus on
Outcome

Outcome

20% Activation Rate
40% Access it Daily

Tasks
Focus on
Outcome

Each Idea should have a

Measurable Goal
Focus on
Outcome

A

A

R

R

R

ACQ: Do we have the right message?
ACT: Do people use the product
successfully?
REV: Do people pay?
RET: Do people come back?
REF: Do people bring more people?
Focus on
Outcome

5000+ EUR
license

2-3 weeks
integration

Look at your Financial Plan
for Assumptions
Focus on
Outcome

Testing the Outcome
Focus on
Outcome

IDEAS

LEARN

BUILD

DATA

PRODUCT

MEASURE

Experiment
Quantitative

Qualitative

Generative

Surveys
Interviews

Contextual Inquiry
Mental Models
Interviews
Diary Studies

Evaluative

Automated Card Sort
Surveys
Automated Studies
Analytics
A/B Testing
Multi-Variant Testing

Usability Testing
Moderated Card Sort
Wizard of Oz

By @JohannaKoll, based on work by Janice Fraser, Nate Bolt & Christian Rohrer
Focus on
Outcome

Build, Sell, Learn.
Prioritization

Focus on
Outcome

Fast
Iterations
Test &
Tweak

Right Idea.

Idea

Agile Development

Release

No Effect.

Tweak It!
Fast
Iterations

IDEAS

LEARN

BUILD

DATA

PRODUCT

MEASURE

Speed of Iteration!
Fast
Iterations

Faster iteration = trying more ideas.
Speed of Iteration

Your Runway
Test &
Tweak

Low-Fidelity Experiments
Test &
Tweak

Landing Page Tests
Test &
Tweak

Landing Page Tests
Test &
Tweak

Landing Page Tests
Wizard of Oz MVP
Fast
Iterations

Fixed Sprints
Mon

Tue

LEARN

Wed

Thu

BUILD

Fri

Sat

Sun

MEASURE

Instagram
Source: http://livestre.am/4flTO (starting at 22:00)
Fast
Iterations

Weekly Rituals
Mon

Tue

BUILD

Wed

Thu

Fri

Sat

MEASURE
LEARN

Meetup.com

Sun
Prioritization
Focus on
Outcome

Fast
Iterations
Team Work
“Business people and developers
must work together daily
throughout the project.”
- Agile Manifesto
Every team has Ownership
of a part of the product
Cross-functional is a bad name.
It's about reducing dependencies:
Teams acting without asking for permission.
#autonomy
- Anders Haugeto @ Iterate.no

https://twitter.com/hauge2/status/274082772589633536
Thank you!
@LukasFittl
lukas@fittl.com

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