the build trap
TRANSCRIPT
The Build TrapMelissa Perri
@lissijean #LeanUX15
@lissijean#leanUX15
“We don’t have time to build that. We’re not fast enough.”
“We want to ship 4 new features in the
next quarter.”
“Our customers want to see our roadmap for the next year.”
“We hear complaints from our customers.”
“I’m not sure how to prioritize requests.”
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The Build Trap
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Idea Product/Market fit
Iterating
We start off testing and iterating…
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Idea Product/Market fit
Iterating
Build
BuildBuild
but we get stuck building and not validating.
What is all this shit?
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Copier Printer Scanner Fax Stapler Magician Satan
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We keep adding and never take away.
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How did we get here?
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Creating new products is full of uncertainty.
Your product ideas are biased.
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We built a mobile app before and it was successful last time.
We built a mobile app before and it was successful last time.
Copycat Experience
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It’s so groundbreaking, customers don’t know they need it yet.
Steve Jobs Complex
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80% of users log on every day.
Anchoring
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Problem
Customers don’t have custom dashboards.
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Problem
Customers don’t have custom dashboards.
Solution
Custom dashboards.
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Customers’ problems are not lack of
your product’s features.
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Complaints &
Feature Requests
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We build and launch with no measures of
success.
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from xkcd
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Output over
Outcome.
No collaboration between teams.
*Photo Made By Joel@lissijean#leanUX15
What have I done?
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We tried Lean and it didn’t work.
We tried Lean and it didn’t work.
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So how do we solve these problems?
Building is easy. Figuring out what to build is hard.
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Terminate your bad ideas.
Solution 1
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“If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.”
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Testing quickly.
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Talk to your customers.
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“I don’t feel comfortable meeting people that way.”
“I don’t feel comfortable meeting people that way.”
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“I wish someone would give me steps.”
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June July August
Guides
Email template update
Test 1 Test 2 Test 3 plan & build or test more
fix database
Content add analytics
Sign Up redesign & add
The Problem Roadmap
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analyze thatproduct
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Solution 2
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1. What is the problem?
2. Who is the customer?
3. What KPI will this change? By how much?
4. Why is this the right time?
5. What do we need for this to be successful?
6. What is the business priority? 7. Is this dependent on any other changes?
and many more…
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Build & Prioritize Need More Info Don’t Build Yet
YES MAYBE NO
Determine What Action to Take
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NO
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Measure success.
Solution 3
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If we launch this product, I expect _____ to_____________ by _______ in
_______________.KPI increase/decrease X%
this amount of time
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Start rewarding people for learning.
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Learning reduces uncertainty.
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Lean Startup is a process. Lean is a mindset.
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Melissa Perri [email protected]
produxlabs.com melissaperri.com
@lissijean
Melissa Perri CEO, ProdUX Labs [email protected]
melissaperri.com
@lissijean