Build Measure Learn is Broken

The Build, Measure, Learn loop is at the center of the Lean Startup approach, which is becoming increasingly popular among companies of all sizes. While the framework calls for very UX-friendly processes, such as collecting iterative feedback and focusing on building a Minimal Viable Product (MVP) required for doing so, the way most companies implement Build, Measure, Learn is broken and reinforces bad old habits of building first, assuming later. Many engineering teams use Build Measure Learn as an excuse to jump into building a skeleton version of a product, assuming that they can only get good feedback once they have working code. While most of us know you should incorporate research earlier, and the Lean Startup approach actually calls for it, it can be hard to change the minds of development-centered thinkers.
In this session, I’ll provide an overview of the Lean Startup and Build Measure Learn framework, pros and cons of these approaches, and tips for teams to utilize these approaches to infuse learning into their process as soon as possible.

Transcript

1. Build Measure Learn Is Not Enough @MandaLaceyS
2. Build Measure Learn Is Broken @MandaLaceyS
3. 3 Image from http://theleanstartup.com/principles
4. What is The Lean Startup, again?
5. Lean Startup A method to develop new businesses and products that addresses uncertainty and risk through cycles of rapid experimentation.
11. Lean Startup Concepts Entrepreneurship is everywhere. Eliminate waste. Innovation Accounting. Validated Learning. Build. Measure. Learn. Minimum Viable Products.
13. Observe Question Hypothesize Experiment Conclusion
14. Build. Measure. Learn.
15. Build - MVPs Measure - Meaningful data Learn - To pivot or persevere
16. Build
17. Minimum Viable Product (required to learn)
18. DA REAL MVP NOT half baked NOT a bad experience NOT necessarily code
19. GOOD MVP
20. GOOD ITERATION
21. GOOD ITERATION
22. NOT MINIMUM
23. NOT VIABLE
24. NOT HALF-Baked NOT VIABLE
25. Measure
26. Validated Learning
27. answer Actionable Metrics Vanity Metrics* Anything that looks good but doesn’t help you make a decision Examples: • Facebook likes • Pageviews • Event attendees Tied to specific, repeatable tasks and help you decide whether you’re succeeding or not Examples: • Revenue/customer • Retention rate • Customer source
28. *Metric Caveat
29. Learn
30. 30 Pivot! Pivot! PIVOT!
32. *Analysis Caveat
33. Observe Question Hypothesize Experiment Conclusion
34. Observe Question Hypothesize Experiment Conclusion Learn Measure Build
35. Observe Question Hypothesize Experiment Conclusion Learn Measure Build ?? ?? ??
36. So what to do?
37. 1. Start with observation
38. 38 Interview
39. 39 Diary Study or Experience Sampling
40. 40 Interviews, diary studies, experience mapping, etc. Experience Map
41. 2. Make an assumption about a problem
43. 43 The cat is looking for a comfy place to nap.
44. 44 NOT: The cat is too big for the box.
45. 45 NOT: We should build a cat bed.
46. 3. Generate solutions
51. Participatory Design
52. 6 up, 1 ups Idea Idea Idea Idea Idea Idea 6 Ideas
53. 6 up, 1 ups Idea Best Idea Notes
54. 6 up, 1 ups Idea Best Idea Notes
55. 4. Hypothesize solution impact
56. 56 If we build a cat bed, Sammy will spend 20% less time sleeping on my keyboard so I can work.
57. Usability Test Usability Tests
58. A/B Tests
59. Wizard of Oz
60. Start with Think, not Build
61. 61 Image from http://theleanstartup.com/principles
63. Start here!!
64. Reduce cycle time. Not build time. 5.
66. 6. Don’t forget the big picture.
68. Story Time.
72. THANK YOU @MandaLaceyS amanda.stockwell@gmail.com