Measuring Development Measuring Product
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Transcript of Measuring Development Measuring Product
Dendrite Group
Measuring DevelopmentMeasuring Product
Bennett Morrisonfor
Dendrite Group
What are we going to talk about?• Principles of Measuring People• Measuring Development• Measuring Product
Dendrite Group
Principles – Measurement & Management
“If you can’t measure it, you can’t manage it.”
Dendrite Group
Principles – Measurement & Management
“If you can’t measure it, you can’t manage it.”
Obligatory management guru quote
Dendrite Group
Principles – Measurement & Management
“If you can’t measure it, you can’t manage it.”
He never said it!
http://www.druckerinstitute.com/2013/07/measurement-myopia/
More nuanced view of
measurement
Dendrite Group
Principles – Measurement & Management
• Behavioral consequences of measures
• Incomplete measures create dysfunctional results
Dendrite Group
Principles – Measurement & Management
A set of measures that produce
desired business goals
Dendrite Group
Questions to Agree on . . .• What’s the business goal we are trying to
achieve?Growth
Viral Word-of-Mouth Profits
Active UsersStickiness
Customer Satisfaction
RevenueLeads
Retention
Sales Effectiveness
• Is it a cluster of goals or a sequence?• Need to focus.
Feature Adoption
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Measuring Development• “Business Value” Great!
• Delivering value to customer
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Measuring Development• “Business Value” But wait
• Obtained how?• Soft metric—why is
it in quotation marks?
• Hypothesis until tested
• What if it doesn’t work?
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Measuring Development• “Business Value”• Defects
Great!• Deliver defect-free
products
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Measuring Development• “Business Value”• Defects
But wait!• Can slow
development of new features
• No, can REALLY slow development of new features
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Measuring Development• “Business Value”• Defects• Story Points
Great!• Estimate effort.
(Proxy for time)• Can make those
cool burndown charts
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Measuring Development• “Business Value”• Defects• Story Points
But wait!• Time to adoption• Why does my chart
doesn’t look right?
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Measuring Development—Business Goal
Predictable development that delivers valuable and high-quality product
Dendrite Group
Measuring Development—Business Goal
Predictable development that delivers valuable and high-quality product
Business ValueDefects
Story Points • State the goal—as succinctly as possible
• Set of measures—you need all of them
• Adjectives matter most
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Measuring Product—Business Goal
Create (Maintain? Grow?) a _______ product that helps customers _________ , _________ , _________ so that our company _________ , _________ , _________.
Dendrite Group
Measuring Product—Business Goal
Create (Maintain? Grow?) a _______ product that helps customers _________ , _________ , _________ so that our company _________ , _________ , _________.
• The more complex the goal
• The more complicated the measures
• The less likely there will be a clear “success”
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Measuring Product• MVP – Minimally
Viable Product• Vanity Metrics
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Measuring Product – MVP• OH:
“We’re going to make this MVP”
“Can we put together an MVP version?”
“Let’s just get an MVP out”
https://medium.com/user-experience-design-1/the-tyranny-of-the-minimum-viable-product-fb25e2e57e6e#.mke4j7v5e
Dendrite Group
Measuring ProductGood Metrics are…• Comparable• Understandable• Ratio / Rate• Actionable /
Behavioral
http://www.slideshare.net/Leananalytics/lean-analytics-workshop-from-lean-startup-conf
Dendrite Group
Measuring ProductGood Metrics are…• Comparable• Understandable• Ratio / Rate• Audience Specific• Actionable /
Behavioralhttp://www.slideshare.net/Leananalytics/lean-analytics-workshop-from-lean-startup-conf
Check this presentation out!
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Measuring Product• Transactions • Page Views
• MAUs• DAUs• Page Depth• Events
Dendrite Group
Measuring Product• Transactions • Page Views
• MAUs• DAUs• Page Depth• Events
Quality of the Interaction?!
MoreEngaged
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Measuring Product• Transactions• Satisfaction
• RTF• NPS
Dendrite Group
Measuring Product• Transactions• Satisfaction
• RTF• NPS
What action to take?
Support tickets?
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Measuring Product• Transactions• Satisfaction• Direct
Feedback
https://docs.intercom.io/faqs/can-i-use-intercom-to-send-surveys
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Measuring Product• Tie it to the Business Goals– What specific business goal does a metric
ladder up to? (e.g., adoption, engagement, retention)
– Is there a direct causation? • Verify a Hypothesis– What does success look like? – What does failure look like?– Drives to a decision– Stop the Tyranny of the MVP!
Dendrite Group
Principles – Measurement & Management
A set of measures that produce
desired business goals
Dendrite Group
Measuring ProductAnalytics!• Dashboard them• Customize them• Communicate them• Use them• Love them
http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/