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The Build TrapMelissa Perri
@lissijean Produx Labs
@lissijean
@lissijean
Everyone’s doing the SAFety Dance
@lissijean
What is all this shit?
@lissijean
@lissijean
Copier Printer Scanner Fax Stapler Magician Satan
@lissijean
@lissijean
We keep adding to the backlog and never take away.
@lissijean
“We need to train our Product Owners”
@lissijean
What is all this shit?
@lissijean#LAScot16
@lissijean
The Build Trap
@lissijean
@lissijean@lissijean
How did we get here?
@lissijean
Agile processes don’t have a brain.
@lissijean
@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
@lissijean
@lissijean
Agile is not enough. We need more…
@lissijean
We need Product Management
@lissijean
We treat Product Strategy as a plan.
PROBLEM
@lissijean
Ingredients and recipes shipped
to your door.
@lissijean
What is your product strategy?
@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.”
@lissijean
Most Product Strategies
are wish lists of features.
@lissijean
Most Roadmaps are gantt charts.
@lissijean
Creating new products is full of uncertainty.
@lissijean
Product strategy
emerges from experimentation.
@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.
@lissijean
UNIFIED FIELD THEORY Bill Costantino & Mike Rother
@lissijean
@lissijean@lissijean
@lissijean@lissijean
@lissijean@lissijean
@lissijean@lissijean
@lissijean@lissijean
@lissijean@lissijean
@lissijean@lissijean
@lissijean
What is your product strategy?
@lissijean
Ingredients and recipes shipped
to your door.
5 years FDS a top dinner option for the target market.
double acquisition Dec 2016
@lissijean
Product leaders provide vision, goals, and guardrails.
@lissijean
@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!”
@lissijean
Increase conversion rate
by X%
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.
@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.
@lissijean
Obstacle: We don’t understand why
people are leaving.
@lissijean
@lissijean
Learned: The top reasons people are leaving.
@lissijean
0%
10%
20%
30%
40%
ReasonCan't Find Menu What's in the box? The price is too high I want more plan options I am vegan
@lissijean
Obstacle: People cannot find the menu.
@lissijean
@lissijean
@lissijean
@lissijean
FAQS HELPFDS
@lissijean
FDS FDS
@lissijean
@lissijean
LEARNING reduces uncertainty.
@lissijean
EXPERIMENTING IS THE
NEW BLACK
@lissijean
@lissijean
If users engage with the site more, then they will buy more insurance policies.
HYPOTHESIS
Pop ups that lead users to insurance policies.
Success = clicking
TEST
Jim, Exec Mgr for Business Line
Great, let’s build these three features.
@lissijean
@lissijean
Experiment Theater
@lissijean
I want a refund.
@lissijean
Measuring success on outputs.
PROBLEM
Jim, Exec Mgr for Business Line
@lissijean
We build and launch with no measures of
success.
@lissijean
@lissijean@lissijean
@lissijean
Outcomes over
Output
@lissijean
Jeff Patton
60%Valley of MehAwful Awesome!
SUCCESS OF PRODUCTS
@lissijean
Jeff Patton
60%Valley of MehFailure Success
SUCCESS FOR BIG COMPANIES
@lissijean
Jeff Patton
Failure Success
SUCCESS FOR STARTUPS
@lissijean
Lack of focus on the real customer.
PROBLEM
@lissijean
Problem
Customers don’t have custom dashboards.
@lissijean
Problem
Customers don’t have custom dashboards.
Solution
Custom dashboards.
@lissijean
Customers’ problems
are not lack of your product’s features.
@lissijean
Customers’ problems
are not YOUR PROBLEMS.
@lissijean
“As a user I want to engage with the site
but it’s boring.”
@lissijean
YOU ARE BIASED.
@lissijean#LAScot16
@lissijean
TALK TO YOUR USERS. DIRECTLY.
@lissijean
@lissijean
Jeff Patton & Giff Constable
Co
nfi
den
ce
Investment
@lissijean
Jeff Patton & Giff Constable
Co
nfi
den
ce
Investment
@lissijean
@lissijean
Your colleagues are not your customers. (unless you are building internal tools)
@lissijean
We built a mobile app before and it was successful last time.
But, Melissa, users don’t know what they want.
@lissijean
Solving big problems for customers creates
big value for businesses.
@lissijean
@lissijean
DISCOVERY
DELIVERY
How did we get here?
@lissijean
@lissijean
@lissijean
@lissijean
@lissijean
We built a mobile app before and it was successful last time.
They just don’t understand Agile.
@lissijean
@lissijean
We built a mobile app before and it was successful last time.
Do we even need Product Owners?
@lissijean
@lissijean
We need product people who know how to make
valuable software by recognizing uncertainty.
@lissijean
Agile is not enough to get out of the Build Trap.
@lissijean
@lissijean#LAScot16
@lissijean
What are you going to do about it?
Melissa Perri [email protected]
produxlabs.com melissaperri.com
@lissijean
Melissa Perri CEO, ProdUX Labs [email protected]
melissaperri.com
produxlabs.com
@lissijean
