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How Do Organizations Incorporate Lean? WDSCH Conference
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How Do Organizations Incorporate Lean? WDSCH Conference

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MC Casal and Sabine Dufaux, founders and partners at Relax in The Air agency in Geneva have just returned from two of the biggest Lean conferences in the world, featuring the world's leading minds......

MC Casal and Sabine Dufaux, founders and partners at Relax in The Air agency in Geneva have just returned from two of the biggest Lean conferences in the world, featuring the world's leading minds on the topic! Discover their return of experience, and learn how organizations are incorporating Lean Startup, Lean UX, and Marketing.

Plus dans : Marketing , Technologies , Affaires
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  • 1. Relax In The Air Relax In The Air 2014 How Do Organizations Incorporate Lean? Women in Digital Switzerland - Geneva 2014 MC Casal and Sabine Dufaux Use #WDSCH
  • 2. Relax In The Air Once upon a time... Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH “What you call love was invented by guys like me … to sell nylons.”
  • 3. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 4. Relax In The Air Ooops. Too late! Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 5. Relax In The Air Lists, lists, lists of features Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 6. Relax In The Air I don’t give a f* s* Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 7. Relax In The Air What is lean? Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 8. Relax In The Air The question is NOT, «Can you build it?» The question is, «Should you build it?» Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 9. Relax In The Air How do you know if your idea is worth your time, money and effort? Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 10. Relax In The Air Experimenting and optimising Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 11. Relax In The Air Lean is about eliminating waste «Waste is any human activity which absorbs resources but creates no value.» Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 12. Relax In The Air Lean is about validating hypothesis A product is a set of hypothesis to be validated. We do research to know what a customer really wants. Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 13. Relax In The Air Lean is about testing on real stuff Customers are not in your office. Talk to people and learn from them, early. Get out of the building. Test the hypothesis, to learn, to be sure you don’t waste time and money. Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 14. Relax In The Air Lean is about LEARNING Continuous customer interaction and reality check in order to make products customers want. Incremental releases (small batches). Getting fast feedback from users. Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 15. Relax In The Air cheap, easy, crappy. Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Lean is NOT
  • 16. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Refinement of a single big idea *Best solution is missed
  • 17. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Exploration of many alternate solutions *Refine from here
  • 18. Relax In The Air From theory to practice Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Say hello to @tendayiviki
  • 19. Relax In The Air Switzerland we have a problem Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Fictional case
  • 20. Relax In The Air Switzerland we have a problem Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH No swiss based cloud storage Fictional case
  • 21. Relax In The Air Here’s the process, buddy 1. Define customer and problem 2. Investigate assumptions 3. Setup a test 4. Measure customer behavior 5. Evaluate success 6. Pivot, persevere or invalidate Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 22. Relax In The Air 1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH 1. Define customer and problem Who is it for? (Customer segment and personas) _______________ What can the user do that wasn’t possible before? _______________ What features does the user need for that?
  • 23. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH innovators earlyadopters earlymajority latemajority laggards B2B Customer segment
  • 24. Relax In The Air 1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH 2. Investigate assumptions How do you know if your idea is worth your time, money and effort? _______________ Is it a high-value problem? _______________ Will users pay for it?
  • 25. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Assumptions Users want better services than the competitors Users need a secured based cloud storage in Switzerland Users want an affordable service
  • 26. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Riskiest assumption for our telco Users want better services than the competitors Users need a secured based cloud storage in Switzerland Users want an affordable service
  • 27. Relax In The Air 1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH 3. Setup a test Test your assumption by asking users Find out if they have this problem _______________ «GET OUT OF THE BUILDING» IT’S TIME FOR THE MVP!
  • 28. Relax In The Air Minimum Viable Product • Minimal features’ set that solves the problem and provides value. • To avoid waste of time and money. • Something that can be measured and tuned. Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 29. Relax In The Air Concierge Delivering a service manually Wizard of Oz. Service looks real to customer, but manual behind the scenes Landing page Test interest in a product pitch by getting sign ups Interviews Find out if the customer has the problem before you solve it Video Demo what your product can do through a video Mockup Drawing or hi-fi mockup of what your product will look like Emails Pitching or delivering your services through emails Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 30. Relax In The Air Concierge Delivering a service manually Wizard of Oz. Service looks real to customer, but manual behind the scenes Landing page Test interest in a product pitch by getting sign ups Interviews Find out if the customer has the problem before you solve it Video Demo what your product can do through a video Mockup Drawing or hi-fi mockup of what your product will look like Emails Pitching or delivering your services through emails Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 31. Relax In The Air You’re a telco, use the phone Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 32. Relax In The Air 1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH 4. Measure customer behavior Qualitative (i.e. Interview) _______________ Quantitative (i.e. Web analytics, data) based on use, but doesn’t explain the behavior
  • 33. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Measurement • We called 20 small businesses. • 15 are using cloud storage. • 72% said that storage out of Switzerland is a privacy issue. BUT • 86% said that sharing stuff for free with their clients is amazeball.
  • 34. Relax In The Air 1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH 5. Evaluate success Reality check. What did you learn?
  • 35. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Measurement 72% You learned something without spending $$$$
  • 36. Relax In The Air 1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH 6. Pivot, persevere or invalidate Assumption validated: Persevere by testing your next most riskiest hypothesis Assumption invalidated: a) Pivot b) Invalidate and stop here
  • 37. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Our telco is testing next assumption Users want an affordable service
  • 38. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Our telco is testing next assumption Emails Pitching or delivering your services through emails
  • 39. Relax In The Air Iterations Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Experiments 1 2 3 Customer Small/medium business Small/medium business Riskiest a. Need a swiss secured based cloud storage Want affordable service Result 11/20 Validated Learned Care about pricing Decision Persevere
  • 40. Relax In The Air evaluer Learn Build Measure Ideas Product Data Iterate Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 41. Relax In The Air Don’t try this at home Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 42. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Traditional Culture vs. Lean Culture
  • 43. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Use fast iterative development practices in order to: • Validate core hypothesis (customer-problem-solution) • Develop the Minimum Viable Product • Achieve Product-Market Fit • Set up a development and marketing roadmap for scaling Cheat sheet
  • 44. Relax In The Air evaluer Learn Build Measure Ideas Product Data Stick it on the wall Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 45. Relax In The Air In a few words Lean is a scientific data-driven customer-centric process for finding product/market fit, for reducing uncertainty, for continuous learning, for building the right thing. Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH © Jonathan Irwin - Neo Innovation
  • 46. Relax In The Air Digital transformation Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  • 47. The happiness we bring to our customers gives our work all its value. Thank you relaxintheair.com @mccasal @sdufaux © Harlow and Sage