Using Agile IRL With Big Customers
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Transcript of Using Agile IRL With Big Customers
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7/21/2019 Using Agile IRL With Big Customers
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2015 COWAN+
USING AGILE IRLWITH BIG CUSTOMERS
Alex Cowan
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ABOUT ME
Entrepreneur (5x)Intrapreneur (1x)
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ABOUT THE VENTURE DESIGN PROCESS
PRODUCT &
PROMOTION
Do we understand
this person? Whatmakes them tick?
WHO?
WHAT?
PERSONAS
PROBLEM
SCENARIOS &
ALTERNATIVES
PIVOT?
USER STORIES
& PROTOTYPES
CUSTOMER
DISCOVERY &
EXPERIMENTS
VALUE
PROPOSITIONS &
ASSUMPTIONS
SHOW
ME
?
WHAT
IF?
Is the problemrelevant? Is theproposition bettervs alternatives?
Did theimplementationdeliver onthe story?
Was the implementedstory relevant to theproposition?
How did the customer/user react?
SCALE
?
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www.alexandercowan.com
ABOUT ME
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ALEX COWAN
alexandercowan.com
@cowanSF
BIG CUSTOMERS & YOU: LOTS OF GOOD REASONS
YOUR EXPERTISE & FOCUS
Todays operating environment fast,
global, and hyper competitive. Its hard
to do a lot of things well.
FOCUS
YOUR ECONOMY OF SCALE
It costs money to do things well,
usually more than we think.
SCALE
YOUR HELP SIDESTEPPINGINTERNAL STALEMATES
Your outside, expert, objective
perspective helps tiebreak internal
stalemates.
TIEBREAKER
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YET THINGS CAN STILL GO SIDEWAYS
bit.ly/dostory
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YOUVE GOT TO MAINTAIN THE INITIATIVE!
Weve lostthe initiative!
I feel Crazy!Crazy!Crazy!
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THE COMMERCE TEAM THE DEVELOPMENT TEAM1. Making revenue targets2. Connecting with customer needs3. Describing for implementation
1. Implementation strategy2. Managing changes3. Distributing actionable inputs
THE FIELD TEAM1. Delivering on customer issues consistent with overall company direction
BUT ITS NOT EASY
ALEX COWAN
alexandercowan.com
@cowanSF
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2015 COWAN+
AGILE DELIVERS SOME FUNDAMENTAL FIXES
INDIVIDUALSINTERACTIONS
PROCESSESTOOLS
WORKINGSOFTWARE COMPREHENSIVEDOCUMENTATION
CUSTOMERCOLLABORATION
CONTRACTNEGOTIATION
RESPONDING TOCHANGE
FOLLOWINGA PLAN ALEX COWAN
alexandercowan.com
@cowanSF
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1Write Fully Narrated Stories
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STORIES: INPUT FOR BUILDING STUFF
PRODUCT &
PROMOTION
USER STORIES
& PROTOTYPES
Is the problemrelevant? Is theproposition bettervs alternatives?
SCALE
?
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THE IMPORTANCE OF FORM & NOTATION
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STORIES
Epic Stories
Stories
Test Cases
As a [persona],
I want to [do something]so that I can [derive a benefit]
Who is this user?
What makes them tick?
Whos an example of such a person?
Why do they want to do this?
What's the benefit/reward?
How will we know of itsworking?
bit.ly/youagile
(THE WHOLE) AGILE USER STORY
ALEX COWAN
alexandercowan.com
@cowanSF
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CHILD STORIES
A) As an HR manager, I want to match an open positions required skills with quiz topics so I can create a
quiz relevant for candidate screening.
B) As an HR manager, I want to send a draft quiz to the the functional manager so I make sure Ive coveredthe right topics on the screening quiz.
C) As a functional manager, I want to send feedback on the screening quiz to the HR manager so I make sureIm getting the best possible screening on candidates.
D) As an HR manager, I need to purchase an upgraded service tier so I can add additional topics to my quiz.
E) As an HR manager, I want to add custom questions to the quiz so we cover additional topics that areimportant to the functional manager.
EPIC STORYAs the HR manager, I want to create a screening quiz so that I can understand whether I want to sendpossible recruits to the functional manager.
EXAMPLE: AGILE USER STORIES
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EPIC
As the HR manager, I
want to create a
screening quiz so that I
can understand whether
I want to send possiblerecruits to the functional
manager.
WALKING THROUGH AN EPIC
bit.ly/dostory
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TRIGGER
How does the
problem scenarioinitiate?
ACTION
How is the action
executed? Howeasy is it?
REWARD
How is the persona
gratified?
SKETCHING YOUR NARRATIVE
source: adapted from Nir Eyals Hook Framework
bit.ly/dostory
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2Test Often & Appropriately
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STORIES: INPUT FOR BUILDING STUFF
PRODUCT &
PROMOTION
USER STORIES
& PROTOTYPES
Is the problemrelevant? Is theproposition bettervs alternatives?
SCALE
?
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ACTIONABLE OBSERVATION
PRODUCT &
PROMOTION
USER STORIES
& PROTOTYPES
CUSTOMER
DISCOVERY &
EXPERIMENTS
SHOW
ME
?
Is the problemrelevant? Is theproposition bettervs alternatives?
How did the customer/user react?
SCALE
?
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WHAT ARE WE TESTING?
source: adapted from BJ Foggs Behavioral Model
Ability (Usability)
Motivation
Action Line
Inaction : (
Action : )
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WHAT ARE WE TESTING?
source: adapted from BJ Foggs Behavioral Model
Usability Testing
Proposition Testing
(ala Lean Startup,
MVPs)
DONT RUIN YOUR
RESULTS BY TRYING
TO TEST BOTH AT THE
SAME TIME
Ability (Usability)
Motivation
Action Line
Inaction : (
Action : )
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Exploratory Assessment Validation
It looks like thisapproach willfundamentally work.
The implementationis sound and readyfor tuning.
Ready forprime time.
USABILITY TEST SUITES: A PROGRESSION
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Objectives & Methods
Product Version
Subjects
Research Composition
Pre-Session Checklist
Session Design
bit.ly/cdhandbook bit.ly/vdt-usability
A USABILITY TEST DESIGN FOR ANYONE
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EXAMPLE PROTOTYPE: ELOAD
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Your software paintsvirtual walls. Tell the
subject youd like to see
the wall yellow andobserve what they do.
(If you want to test motivation,
start with interviews, then
MVPs, experiments.)
IF USABILITY TESTING, MOTIVATION SUPPLIED
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STORIES
Epic Stories
Stories
Test Cases
As a [persona],
I want to [do something]so that I can [derive a benefit]
Why do they want to do this?
What's the benefit/reward?
How will we know of it's
working?
bit.ly/youagile
STORIES & MOTIVATION
ALEX COWAN
alexandercowan.com
@cowanSF
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ACTIONABLE OBSERVATION
PRODUCT &
PROMOTION
USER STORIES
& PROTOTYPES
CUSTOMER
DISCOVERY &
EXPERIMENTS
SHOW
ME
?
Is the problemrelevant? Is theproposition bettervs alternatives?
How did the customer/user react?
SCALE
?
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SOURCES OF VALUE
PRODUCT &
PROMOTION
USER STORIES
& PROTOTYPES
CUSTOMER
DISCOVERY &
EXPERIMENTS
VALUE
PROPOSITIONS &
ASSUMPTIONS
SHOW
ME
?
WHAT
IF?
Is the problemrelevant? Is theproposition bettervs alternatives?
Was the implementedstory relevant to theproposition?
How did the customer/user react?
SCALE
?
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Do I have real evidence from my buyer thatthis is compelling?
01 IDEA!
What are the key assumptions required tomake this business work?
02 HYPOTHESIS
How do I definitely prove or disprove theassumptions with a minimum of time andeffort?
03 EXPERIMENTAL DESIG N
04 EXPE RIM ENTATION
Am I reacting or am I focused onvalidating my pivotal assumptions?
Pivot or persevere?
EVIDENCE-BASED INNOVATION VIA LEAN STARTUP
bit.ly/leanin6
ALEX COWAN
alexandercowan.com
@cowanSF
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2015 COWAN+
If we [do something]for [persona], they will[respond in a certain way]
Example (Enable Quiz):If we [allow HR managers to append notes to test results], theywill [use the feature as their primary vehicle to send interviewnotes to the functional manager & the functional manager willfind the notes useful].
DEFINING ACTIONABLE ASSUMPTIONS
ALEX COWAN
alexandercowan.com
@cowanSF
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Component Notes
What assumption will this test? How?
If we [allow HR managers to append notes to test results], they will [use the feature as their
primary vehicle to send interview notes to the functional manager & the functional manager will
find the notes useful].
What is/are the pivotal metric(s)?
What is the threshold for true (validated) vs. false (invalidated)?
1) [candidates with notes] / [candidates submitted] @ 25%
2) portion of functional managers mentioning the notes unprompted in discovery interviews via
question How do you get information about candidates? What do you look at? @ 50%
What will we do next if the result is true? False?
True: Roll out the feature across the user base.
False: Continue discovery on how HR and functional managers communicate on candidate
hiring
How much time, money will it take to set up? see bit.ly/exp-test
Roughly, what will it take for each individual test?
Subsequent tests?see bit.ly/exp-test
Roughly, how long will it take for each test to run and produce definitive,
actionable results?see bit.ly/exp-test
bit.ly/exp-test
EXAMPLE: ENABLE QUIZ ON FEATURE VALUE
bit.ly/leanin6
ALEX COWAN
alexandercowan.com
@cowanSF
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2015 COWAN+
-1 Day
IS IT VALUABLE?
What motivates the user?How can you test thatwithout product?
30 Day
DOES IT STICK?
Post deploy, are usersengaged at expected levels?If not, why not?
90 Day
DID IT MATTER?
Is it delivering on the targetpropositions? If not, why not?
0 Day
DOES IT WORK?
What are the results ofphase-appropriateusability testing.
TESTING & CADENCE
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4Anchor Motivation/Value to Problems(vs. Solutions)
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SOURCES OF VALUE
PRODUCT &
PROMOTION
USER STORIES
& PROTOTYPES
CUSTOMER
DISCOVERY &
EXPERIMENTS
VALUE
PROPOSITIONS &
ASSUMPTIONS
SHOW
ME
?
WHAT
IF?
Is the problemrelevant? Is theproposition bettervs alternatives?
Was the implementedstory relevant to theproposition?
How did the customer/user react?
SCALE
?
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ANCHORING TO PROBLEMS (NEEDS)
PRODUCT &
PROMOTION
WHAT?
PROBLEM
SCENARIOS &
ALTERNATIVES
USER STORIES
& PROTOTYPES
CUSTOMER
DISCOVERY &
EXPERIMENTS
VALUE
PROPOSITIONS &
ASSUMPTIONS
SHOW
ME
?
WHAT
IF?
Is the problemrelevant? Is theproposition bettervs alternatives?
Was the implementedstory relevant to theproposition?
How did the customer/user react?
SCALE
?
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ALEX COWAN
alexandercowan.com
@cowanSF
ANCHORING VALUE TO PROBLEMS (NEEDS)
XPROBLEM SCENARIO
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What job(s) are you doing forthe customer?
What existing need or behavior areyou fulfilling?
ANCHORING VALUE TO PROBLEMS (NEEDS)
ALEX COWAN
alexandercowan.com
@cowanSF
XPROBLEM SCENARIO
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ALEX COWAN
alexandercowan.com
@cowanSF
ANCHORING VALUE TO PROBLEMS (NEEDS)
?
X
ALTERNATIVE(S)
PROBLEM SCENARIO
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If they currently use a spreadsheet,watch them use it and get a copy of it.
If they currently put notes on the family
fridge, ask about it, photograph it.
ANCHORING VALUE TO PROBLEMS (NEEDS)
?ALTERNATIVE(S)
PROBLEM SCENARIO X
ALEX COWAN
alexandercowan.com
@cowanSF
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ANCHORING VALUE TO PROBLEMS (NEEDS)
!
?
X
ALEX COWAN
alexandercowan.com
@cowanSF
ALTERNATIVE(S)
PROBLEM SCENARIO
YOUR VALUE PROPOSITIONS
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Are they better enough than the alternative(s)? !
?
ANCHORING VALUE TO PROBLEMS (NEEDS)
X
ALEX COWAN
alexandercowan.com
@cowanSF
ALTERNATIVE(S)
PROBLEM SCENARIO
YOUR VALUE PROPOSITIONS
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YOUR VALUEPROPOSITIONS!
ALTERNATIVE(S)?
PROBLEM SCENARIOProblem:Helen the HR Manager & Frank
the Functional manager find it difficult toconnect on the candidates she screens.Theyd like more time to exchange notesand figure out whats effective, but theyrebusy.
Alternative: They have occasionaldiscussions. When she can, Helen writes updescriptive emails when she has time.
Value Proposition: Franks already lookingat the candidates quiz scores in the Enable
Quiz system. If Helens notes appearedthere in a best practice format, this wouldimprove their joint effectiveness on hiring.
bit.ly/2persona
ANCHORING VALUE TO PROBLEMS (NEEDS)
X
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5Anchor to Vivid Personas
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STORIES
Epic Stories
Stories
Test Cases
As a [persona],
I want to [do something]so that I can [derive a benefit]
Who is this user?
What makes them tick?
Whos an example of such a person?
bit.ly/youagile
(THE WHOLE) AGILE USER STORY
ALEX COWAN
alexandercowan.com
@cowanSF
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2015 COWAN+
ANCHORING TO PROBLEMS (NEEDS)
PRODUCT &
PROMOTION
WHAT?
PROBLEM
SCENARIOS &
ALTERNATIVES
USER STORIES
& PROTOTYPES
CUSTOMER
DISCOVERY &
EXPERIMENTS
VALUE
PROPOSITIONS &
ASSUMPTIONS
SHOW
ME
?
WHAT
IF?
Is the problemrelevant? Is theproposition bettervs alternatives?
Was the implementedstory relevant to theproposition?
How did the customer/user react?
SCALE
?
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KNOWING WHAT MAKES THE USER TICK
PRODUCT &
PROMOTION
Do we understandthis person? What
makes them tick?
WHO?
WHAT?
PERSONAS
PROBLEM
SCENARIOS &
ALTERNATIVES
USER STORIES
& PROTOTYPES
CUSTOMER
DISCOVERY &
EXPERIMENTS
VALUE
PROPOSITIONS &
ASSUMPTIONS
SHOW
ME
?
WHAT
IF?
Is the problemrelevant? Is theproposition bettervs alternatives?
Was the implementedstory relevant to theproposition?
How did the customer/user react?
SCALE
?
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DESIGN THINKING: EMPATHY & PERSONAS
ALEX COWAN
alexandercowan.com
@cowanSFbit.ly/2persona
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DESIGN THINKING: EMPATHY & PERSONAS
ALEX COWAN
alexandercowan.com
@cowanSFbit.ly/2persona
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Women
Age 28-45
Has kids
Socialize with other moms
Online with Facebook
86% said theyd like to be moreorganized
70% said theyd use an applicationthat organizes them
PERSONA: BAD
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Bullet points are almost never vivid or
detailed
Stock photo- not real
This is a huge population- not exact
These responses are fake actionable- survey responses
like this are unreliable
PERSONA: BAD
Women
Age 28-45
Has kids
Socialize with other moms
Online with Facebook
86% said theyd like to be moreorganized
70% said theyd use an applicationthat organizes them
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Mary is a mom by choice. She had a successful career in
accounting, but welcomed the opportunity to be a stay at home
mom. She loves it. But its not like having kids purged hercreative, social instincts. She wants to connect, she wants to
learn, she wants to interact. Being a mom is a job and she wants
to do it well. That means corresponding with other moms on
child education and keeping track of what works. She posts to
Facebook at least twice a week and responds to other moms
items more often than that.She has a few blogs and publications she reads regularly
Mary the Mom
PERSONA: BETTER
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the use of a first name helps w/ vividness (a little)
these full sentences look like a good start towards
something vivid and detailed
this is a real photo of a relevant person taken with an
iPhone in the real world
PERSONA: BETTER
Mary is a mom by choice. She had a successful career in
accounting, but welcomed the opportunity to be a stay at home
mom. She loves it. But its not like having kids purged hercreative, social instincts. She wants to connect, she wants to
learn, she wants to interact. Being a mom is a job and she wants
to do it well. That means corresponding with other moms on
child education and keeping track of what works. She posts to
Facebook at least twice a week and responds to other moms
items more often than that.She has a few blogs and publications she reads regularly
Mary the Mom
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6Do More on Training
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TRAINING FOR INDOCTRINATION & NEEDFINDING
bit.ly/dostory
Indoctrination Needfinding
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7Architect & Invest for Your Business Type
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3 BUSINESS MODEL TYPES
!"#$&'() #$*#+,-$,. /-.,( 0", 1(,20#3, 1'44'-$500(#6/0#'-78"2(, 5*#), 9:;
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3 BUSINESS MODEL TYPES
Infrastructure-DrivenUTILITIES EDUCATION COMMODITIES
Scope-DrivenRETAIL BANKING CORP. LAW
Product-Driven
PACKAGED GOODS APP. SOFTWARE MEDIA
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ARCHITECTURE & BUSINESS TYPE
CORE APPLICATION
API/Services
View Layer/UI
Infrastructure: Creates access to the core store of value.
Scope: Enhances user/buyer experience.
Product: Enables user-centric experimentation, innovation.
Infrastructure: Highly important to create access to the
core store of value.
Scope: Likely more a consumer/user of these.
Product: Varies but a services orientation usually good.
Infrastructure: May not even exist.
Scope: Highly important to deliver buyer experience.
Product: Highly important to delivery on user
experience.
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THE VENTURE DESIGN PROCESS
PRODUCT &
PROMOTION
Do we understandthis person? What
makes them tick?
WHO?
WHAT?
PERSONAS
PROBLEM
SCENARIOS &
ALTERNATIVES
PIVOT?
USER STORIES
& PROTOTYPES
CUSTOMER
DISCOVERY &
EXPERIMENTS
VALUE
PROPOSITIONS &
ASSUMPTIONS
SHOW
ME
?
WHAT
IF?
Is the problemrelevant? Is theproposition bettervs alternatives?
Did theimplementationdeliver onthe story?
Was the implementedstory relevant to theproposition?
How did the customer/user react?
SCALE
?
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2015 COWAN+
bit.ly/vdesignCheck outVenture Design
@cowanSFTwitter
[email protected] in touch!
Use Customer DiscoveryHandbook
bit.ly/cdhandbook
bit.ly/agile-irlView this deck
FINI