Let the Uncertainty Be Your Friend!
Finding Your Path in a Wiggly Road
Tugberk Ugurlu
@tourismgeek
tugberkugurlu.com
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BONJOUR!
I’m Tugberk
I love creating products
and making an impact
on people’s lives
You can !nd me at
@tourismgeek
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STORY
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Beyond the
problem fit 5
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Working with
assumptions 6
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The Goal:
Build the right thing for
the business!
https://flic.kr/p/38vYmN
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This talk is all
about mindset
Techniques don’t matter as
long as you adhere to the
same mindset
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9 https://flic.kr/p/ta4a
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Spike and
stabilize
bit.ly/SpikeAndStabilise
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Focus is The Learning!
Iterative Nature
Take a phased
approach to delivery!
Iterate on vertical
slices, improve as you
learn more.
Conceptual Models
Focus on conceptual
models to get
feedback on, not so
much on the
implementation.
Stabilize When Value
is Proven
Implementation could
be rough, untested for
most cases during the
spike phase. Get back
to them to stabilize
once the value of the
feature is proven!
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Iterative Nature
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Iteratively Improving
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Take it to 360
km/h,
release!
Then, to
370
km/h,
release!
Finally,
to 375
km/h,
release!
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Classification
suggestions
through data
discovery for SQL
Server databases
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Conceptual Models
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Classi!cation
suggestions listed
for each column
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Conceptual Models
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Stabilize When Value is
Proven
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Validation
techniques 17
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Qualitative
Information that can't actually be
measured
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Talking to Users
https://flic.kr/p/UD5grg
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“
If I had asked people
what they wanted, they
would have said faster
horses.
- Henry Ford (maybe?)
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The Mom Test
http://momtestbook.com/
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JTBD (Jobs-to-Be-Done)
People buy products and services to
get a “job” done.
https://www.intercom.com/books/jobs-to-be-done
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Quantitative
Information that can be measured
and written down with numbers
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Hypothesis
Driven
Development 25
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A User Story
As a student or professional, I want
to search for language schools so
that I can find the best school
suited to my needs based on
schools’ price, location and other
criteria.
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“
Hypothesis:
A supposition or
proposed explanation
made on the basis of
limited evidence as a
starting point for further
investigation.
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“
Would users engage with
the search functionality
on the site? How can we
know this in a cheap way?
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A basic search form
on the home page
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No logic to return
results, always
return “No results,
sorry!” page.
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TARGET
40% of users to use
the search, out of at
least 50 unique
users!
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Hypothesis
We believe that a language school
search capability will result in users
engaging with the search form to find
language schools based on their
criteria. We’ll know that we have
succeeded when 40% of users use the
search, out of at least 50 unique users.
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https://www.thoughtworks.com/insights/blog/how-implement-hypothesis-driven-development
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Would users
engage with the
search
functionality on the
site?
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54 Unique Users
2 days experiment
~5 Searches
Per session
37% Searched
Out of unique number of users
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Heatmap view of
the users engaging
with the site
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“
Would users engage with
the search functionality
on the site?
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YES!
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Investing further to
provide price
information based
on the search
criteria
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Capturing the
hypotheses with
Test Cards
https://blog.strategyzer.com/posts/2015/3/5/validate-your-ideas-with-the-test-card
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Visualising your
progress with the
Progress Board
https://blog.strategyzer.com/posts/2015/3/11/lean-startup-progress-board
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Visualising your
progress with the
Progress Board
https://blog.strategyzer.com/posts/2015/3/11/lean-startup-progress-board
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Visualising your
progress with the
Progress Board
https://blog.strategyzer.com/posts/2015/3/11/lean-startup-progress-board
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Learning!
This process is optimized around learning!
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“
Remove any feature,
process, or effort that
does not contribute
directly to the learning
you seek!
- Eric Ries (The Lean Startup)
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Design for feature
removal in-mind
Uncertainty on the
value of the feature
brings up a need to be
able to remove the
feature when
necessary. Feature
flagging makes this
straight forward.
Value of Feature Flags
Decouple deployments
from releases
Don’t hold onto the
code till you are
completely done with a
feature. Ship the code
often under a feature
!ag, reduce the need
for long-running
feature branches
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Enable/disable
features for
environments or users
Easy way to
enable/disable features
on dev/test/prod
environments or be
able to do A/B testing
with users.
Value of Feature Flags
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Continuous Delivery
https://flic.kr/p/kqUGPi
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Further Reading:
The Lean Startup
http://bit.ly/2KxsBsi
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Further Reading:
Value Proposition
Design
http://bit.ly/2GsH7yT
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Coming up!
Lean Software
Development Book
bit.ly/LeanSoftwareDevTheBook
Subscribe and when notified, use
NewCrafts2018 coupon code to
get the book for $4.99!
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THANKS!
Any questions?
You can !nd me at:
@tourismgeek
tugberk@outlook.com
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