How do you know that your product works? Consultant www.crisp.se
Colombo Agile Conf, June 2014
Henrik Kniberg
Father
henrik.kniberg@crisp.se @HenrikKniberg
Agile & Lean coach Author
Todo
Henrik Kniberg
? Doing
Done
Where’s my product? Todo
Doing
Code committed
I’m done!
Henrik Kniberg
Developer
User
Where’s my product? Code Tested committed
We’re Done!
Henrik Kniberg
Developer
User
In Code Tested committed production
We’re Done! 100% completed requirements No reported defects
Henrik Kniberg
Wait... is anyone actually using it?
People In Code Tested committed production actually use it NOW we’re surely done! 100% completed requirements No reported defects
Henrik Kniberg
Aren’t we?
http://www.youtube.com/watch?v=FWTtcOQjOXI
Henrik Kniberg
Code Tested committed
People In production actually
100% completed requirements No reported defects
Henrik Kniberg
use it
Code Tested committed
People In production actually
100% completed requirements No reported defects
Henrik Kniberg
use it
Solves the user’s problem
Henrik Kniberg
Value of your solution
Henrik Kniberg
Value of Value of old your solution solution
Relative gain
Henrik Kniberg
Value of Value of old your solution solution
Relative Relative Pain/Cost Gain Henrik Kniberg
Code Tested committed
People In production actually use it
Relative Relative Pain/Cost Gain Henrik Kniberg
Solves the user’s problem
... in a way that is better than before
Code Tested committed
People In production actually use it
Solves the user’s problem
... in a way that is better than before
People use it willingly
Relative Relative Pain/Cost Gain Henrik Kniberg
... and recommend it to others
All products start with a Great Idea!
Henrik Kniberg
Risk
Business risk
Technical risk Social risk Cost & schedule risk Henrik Kniberg
Google Buzz
Henrik Kniberg
Google Wave
Google Answers
Assume you are building the WRONG thing! Suppose we’re building the wrong thing.... How can we find out as quickly as possible?
• List your hypotheses • Build an MVP to validate/invalidate it • ”Minimum Viable Product” – the fastest & cheapest thing you can build to field-test your hypothesis Henrik Kniberg
Example: Hypotheses 1. File sync is a problem for people
2. Our product will solve the problem
3. People will want to use our product
Henrik Kniberg
Demo video
Henrik Kniberg
Dropbox MVP
Henrik Kniberg
Dropbox MVP
It drove hundreds of thousands of people to the website. Our beta waiting list went from 5,000 people to 75,000 people literally overnight.
Henrik Kniberg
Drew
It totally blew us away.
Paper Prototyping = Lo-tech MVP
Credit: Ariel Waldman, on Interaction Design/ Rachel Ilan http://chiefdisruptionofficer.com/helpful-rapid-prototyping-methods-and-tools-to-bring-digital-ideas-to-life-fast/
AARRR!
Pirate metrics
Do people come?
Aquisition Activation Retention Referral Revenue Henrik Kniberg
Do they use the product? Do they come back? Do they recommend it to others? Do they pay?
Big Bang = Big Risk
Cumulative RISK Value Henrik Kniberg
Big Projects usually fail. Regardless of process. ”The secret to project success is to strongly recommend and enforce limits on size and complexity.” ”These two factors trump all other factors.”
< $1 million
Henrik Kniberg
> $1 million
Agile = Iterative + Incremental Donâ&#x20AC;&#x2122;t try to get it all right from the beginning
cost
RISK
Henrik Kniberg
Donâ&#x20AC;&#x2122;t build it all at once
value
cost value
Release must be REALLY easy!
Release = Drama! Release!
Req
Release seldom
Code
Release is big
Test
Release is hard Release = Routine
Release often Henrik Kniberg
Release is small
Release is simple
Fastest learner wins!
Delivery frequency = Speed of learning Stakeholders, Users
Feedback, Requests, Data
Demos, Releases
Development team
Henrik Kniberg
Improving the Value Curve RISK Big Bang
Big increments
Value
Henrik Kniberg
Effort
Small increments
Highest value first
Not like this....
1
2
4
3
Like this!
1
Henrik Kniberg
2
3
4
5
Maximize Value, not Output
High Output
High Value
Henrik Kniberg
Donâ&#x20AC;&#x2122;t focus on maximizing speed
Focus on Minimizing distance
MVP
Henrik Kniberg
Idea/Problem “Radio you can save!”
Narrative & Prototypes & Metrics
“Follow your favorite artist”
A/B stats
Build MVP Deploy
Tweak Analyze data Henrik Kniberg
Product User Feedback
Henrik Kniberg
ensure
How do you know that your product works? Who are the stakeholders?
1. Understand the problem
What need do they have, that we want to solve? How will we know when we’ve solved it? How will we know if we’re moving in the right direction?
2. Iterate until you’ve solved it Henrik Kniberg
Minimize the distance to MVP Deliver, measure, adjust continuously