Talk at Lean Oslo in November 2013.

1. Lean Startup & UX
for Agile Teams
@LukasFittl

2. Startup Founder
@LukasFittl

3. Spark59
&

4. Recently:
pganalyze.com

5. When Agile is not enough

6. Idea
Agile Development
Release

7. Which Idea?
Idea
Agile Development
Release
Did It
Have an Effect?

8. Which Idea?
Idea
Agile Development
Release
Did It
Have an Effect?

9. Wrong Idea.
Idea
Agile Development
Release
Did It
Have an Effect?

10. Wrong Idea.
Idea
Agile Development
Release
Wrong Idea
= Zero Business Impact
No Effect.

11. Which Idea?
Idea
Agile Development
Release
Did It
Have an Effect?

12. Right Idea.
Idea
Agile Development
Release
Did It
Have an Effect?

13. Right Idea.
Idea
Agile Development
Release
Did It
Have an Effect?

14. Right Idea.
Idea
Agile Development
Release
Wrong Implementation
= Zero Business Impact
No Effect.

15. Right Idea.
Idea
Agile Development
Release
No Effect.
Tweak It!

16. Making The Right Feature
&
Making The Feature Right

17. Ship working software.

18. Ship working software.
Ship the right software.

19. Prioritization
Focus on
Outcome
Fast
Iterations

20. Prioritization
Focus on
Outcome
Fast
Iterations

21. Prioritization
Focus on
Outcome
Fast
Iterations

22. Prioritization
Focus on
Outcome
Fast
Iterations

23. Prioriti
zation
Wrong Idea.
Idea
Agile Development
Release
Wrong Idea
= Zero Business Impact
No Effect.

24. 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.

25. Prioriti
zation
Good Idea
=
Information

26. Prioriti
zation
Information
Successful
Has Potential
Bad Idea
Ok Idea
Great Idea
We want Better Information
about the Market, Customers, etc

27. Prioriti
zation
Finding Information

28. 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

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

30. Prioriti
zation
Customer Interviews
!
Customer
?
Interviewer

31. Prioriti
zation
Customer Interviews
!
Customer
?
Interviewer
Note Taker

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

33. Prioriti
zation
On-Location Workshops

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

35. Prioriti
zation
Sketches

36. Prioriti
zation
Story Boards

37. Prioriti
zation
Keynote Prototypes

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

39. Prioriti
zation
Get-out-of-the-Building Reality
Customer Interview
(Paper) Prototype
MVP
“The Perfect Product”

40. Prioritization
Focus on
Outcome
Fast
Iterations

42. 10.000 EUR / month

43. 10.000 EUR / month
Jan 2014
Apr 2014
Jul 2014
Oct 2014
Jan 2015
Mar 2015

44. 10.000 EUR / month
Jan 2014
Apr 2014
Jul 2014
Oct 2014
Jan 2015
Mar 2015

45. 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

46. INBOUND
CHANNELS
INCREASE
ACQUISITION
SEO RANKING
Jan 2014
Apr 2014
LANDING PAGE
CONVERSION
Jul 2014
Oct 2014
Jan 2015
Mar 2015

47. Focus on
Outcome
Focus on Outcomes,
not Tasks.

48. Focus on
Outcome
Task:
Build the new Landing Page
Outcome: Acquire 10 Customers / Week
20% Monthly Revenue Growth

49. Focus on
Outcome
Outcome
20% Activation Rate
40% Access it Daily
Tasks

50. Focus on
Outcome
Each Idea should have a
Measurable Goal

51. 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?

52. Focus on
Outcome
5000+ EUR
license
2-3 weeks
integration
Look at your Financial Plan
for Assumptions

53. Focus on
Outcome
Testing the Outcome

54. Focus on
Outcome
IDEAS
LEARN
BUILD
DATA
PRODUCT
MEASURE
Experiment

55. 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

56. Focus on
Outcome
Build, Sell, Learn.

57. Prioritization
Focus on
Outcome
Fast
Iterations

58. Test &
Tweak
Right Idea.
Idea
Agile Development
Release
No Effect.
Tweak It!

59. Fast
Iterations
IDEAS
LEARN
BUILD
DATA
PRODUCT
MEASURE
Speed of Iteration!

60. Fast
Iterations
Faster iteration = trying more ideas.
Speed of Iteration
Your Runway

61. Test &
Tweak
Low-Fidelity Experiments

62. Test &
Tweak
Landing Page Tests

63. Test &
Tweak
Landing Page Tests

64. Test &
Tweak
Landing Page Tests

65. Wizard of Oz MVP

66. Fast
Iterations
Fixed Sprints
Mon
Tue
LEARN
Wed
Thu
BUILD
Fri
Sat
Sun
MEASURE
Instagram
Source: http://livestre.am/4flTO (starting at 22:00)

67. Fast
Iterations
Weekly Rituals
Mon
Tue
BUILD
Wed
Thu
Fri
Sat
MEASURE
LEARN
Meetup.com
Sun

68. Prioritization
Focus on
Outcome
Fast
Iterations

69. Team Work

70. “Business people and developers
must work together daily
throughout the project.”
- Agile Manifesto

71. Every team has Ownership
of a part of the product

72. 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

73. Thank you!
@LukasFittl
lukas@fittl.com