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The Build Trap
Melissa 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
p...
@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 bac...
@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 desi...
@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 fun...
@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
pla...
@lissijean
Company
Goal,
Product KPI,
Future state.
What are
users
doing now?
What’s the
first
little goal?
User Research,...
@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%
Reason
Can't Find Menu What's in the...
@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
us...
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
Confidence
Investment
@lissijean
Jeff Patton & Giff Constable
Confidence
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
melissa@produxlabs.com
produxlabs.com
melissaperri.com
@lissijean
Melissa Perri
CEO, ProdUX Labs
melissa@pro...
The Build Trap
The Build Trap
The Build Trap
The Build Trap
The Build Trap
The Build Trap
The Build Trap
The Build Trap
The Build Trap
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The Build Trap

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Presented at Lean Agile Scotland Keynote - here is the full video of the talk: https://vimeo.com/193849705

Published in: Technology
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The Build Trap

  1. The Build Trap Melissa Perri @lissijean Produx Labs
  2. @lissijean
  3. @lissijean Everyone’s doing the SAFety Dance @lissijean
  4. What is all this shit? @lissijean
  5. @lissijean Copier Printer Scanner Fax Stapler Magician Satan
  6. @lissijean
  7. @lissijean We keep adding to the backlog and never take away.
  8. @lissijean “We need to train our Product Owners”
  9. @lissijean
  10. What is all this shit? @lissijean#LAScot16
  11. @lissijean The Build Trap @lissijean
  12. @[email protected] How did we get here?
  13. @lissijean Agile processes don’t have a brain. @lissijean
  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
  15. @lissijean
  16. @lissijean Agile is not enough. We need more…
  17. @lissijean We need Product Management
  18. @lissijean We treat Product Strategy as a plan. PROBLEM
  19. @lissijean Ingredients and recipes shipped to your door.
  20. @lissijean What is your product strategy?
  21. @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.”
  22. @lissijean Most Product Strategies are wish lists of features.
  23. @lissijean Most Roadmaps are gantt charts.
  24. @lissijean Creating new products is full of uncertainty.
  25. @lissijean Product strategy emerges from experimentation.
  26. @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.
  27. @lissijean UNIFIED FIELD THEORY Bill Costantino & Mike Rother @lissijean
  28. @[email protected]
  29. @[email protected]
  30. @[email protected]
  31. @[email protected]
  32. @[email protected]
  33. @[email protected]
  34. @[email protected]
  35. @lissijean What is your product strategy?
  36. @lissijean Ingredients and recipes shipped to your door.
  37. 5 years FDS a top dinner option for the target market. double acquisition Dec 2016
  38. @lissijean Product leaders provide vision, goals, and guardrails. @lissijean
  39. @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!”
  40. @lissijean Increase conversion rate by X%
  41. 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.
  42. @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.
  43. @lissijean Obstacle: We don’t understand why people are leaving. @lissijean
  44. @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
  45. @lissijean Obstacle: People cannot find the menu. @lissijean
  46. @lissijean
  47. @lissijean
  48. @lissijean FAQS HELPFDS
  49. @lissijean FDS FDS
  50. @lissijean
  51. @lissijean LEARNING reduces uncertainty.
  52. @lissijean EXPERIMENTING IS THE NEW BLACK @lissijean
  53. @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
  54. Jim, Exec Mgr for Business Line Great, let’s build these three features.
  55. @lissijean
  56. @lissijean Experiment Theater
  57. @lissijean I want a refund.
  58. @lissijean Measuring success on outputs. PROBLEM
  59. Jim, Exec Mgr for Business Line
  60. @lissijean We build and launch with no measures of success. @lissijean
  61. @[email protected]
  62. @lissijean Outcomes over Output
  63. @lissijean Jeff Patton 60% Valley of MehAwful Awesome! SUCCESS OF PRODUCTS
  64. @lissijean Jeff Patton 60% Valley of MehFailure Success SUCCESS FOR BIG COMPANIES
  65. @lissijean Jeff Patton Failure Success SUCCESS FOR STARTUPS
  66. @lissijean Lack of focus on the real customer. PROBLEM
  67. @lissijean Problem Customers don’t have custom dashboards.
  68. @lissijean Problem Customers don’t have custom dashboards. Solution Custom dashboards.
  69. @lissijean Customers’ problems are not lack of your product’s features.
  70. @lissijean Customers’ problems are not YOUR PROBLEMS.
  71. @lissijean “As a user I want to engage with the site but it’s boring.”
  72. @lissijean
  73. YOU ARE BIASED. @lissijean#LAScot16
  74. @lissijean TALK TO YOUR USERS. DIRECTLY.
  75. @lissijean
  76. @lissijean Jeff Patton & Giff Constable Confidence Investment
  77. @lissijean Jeff Patton & Giff Constable Confidence Investment
  78. @lissijean
  79. @lissijean Your colleagues are not your customers. (unless you are building internal tools)
  80. @lissijean We built a mobile app before and it was successful last time. But, Melissa, users don’t know what they want.
  81. @lissijean Solving big problems for customers creates big value for businesses. @lissijean
  82. @lissijean DISCOVERY DELIVERY
  83. How did we get here? @lissijean
  84. @lissijean
  85. @lissijean
  86. @lissijean
  87. @lissijean We built a mobile app before and it was successful last time. They just don’t understand Agile.
  88. @lissijean
  89. @lissijean We built a mobile app before and it was successful last time. Do we even need Product Owners?
  90. @lissijean
  91. @lissijean We need product people who know how to make valuable software by recognizing uncertainty.
  92. @lissijean Agile is not enough to get out of the Build Trap.
  93. @lissijean
  94. @lissijean#LAScot16
  95. @lissijean What are you going to do about it?
  96. Melissa Perri [email protected] produxlabs.com melissaperri.com @lissijean Melissa Perri CEO, ProdUX Labs [email protected] melissaperri.com produxlabs.com @lissijean
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