Relax In The Air
Relax In The Air 2014
How Do Organizations
Incorporate Lean?
Women in Digital Switzerland - Geneva 2014
M...
Relax In The Air
Once upon a time...
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
“What you call love was
invent...
Relax In The Air
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Relax In The Air
Ooops. Too late!
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Relax In The Air
Lists, lists, lists of features
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Relax In The Air
I don’t give a f* s*
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Relax In The Air
What is lean?
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Relax In The Air
The question is NOT,
«Can you build it?»
The question is,
«Should you build it?»
Relax In The Air 2014 / ...
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 @...
Relax In The Air
Experimenting and optimising
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
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
Lean is about validating hypothesis
A product is a set of hypothesis to be validated.
We do research to k...
Relax In The Air
Lean is about testing on real stuff
Customers are not in your office.
Talk to people and learn from them, ...
Relax In The Air
Lean is about LEARNING
Continuous customer interaction and reality check in order to
make products custom...
Relax In The Air
cheap,
easy,
crappy.
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Lean is NOT
Relax In The Air
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Refinement
of a single big idea
*Best solution is m...
Relax In The Air
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Exploration
of many alternate solutions
*Refine fr...
Relax In The Air
From theory to practice
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Say hello to @tendayiviki
Relax In The Air
Switzerland we have a problem
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Fictional
case
Relax In The Air
Switzerland we have a problem
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
No swiss based cloud...
Relax In The Air
Here’s the process, buddy
1. Define customer and problem
2. Investigate assumptions
3. Setup a test
4. Mea...
Relax In The Air
1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate
Relax In The Ai...
Relax In The Air
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
innovators
earlyadopters
earlymajority
latemajorit...
Relax In The Air
1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate
Relax In The Ai...
Relax In The Air
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Assumptions
Users want
better services
than the
co...
Relax In The Air
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Riskiest assumption
for our telco
Users want
bette...
Relax In The Air
1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate
Relax In The Ai...
Relax In The Air
Minimum Viable Product
•
Minimal features’ set that solves the problem and provides
value.
•
To avoid was...
Relax In The Air
Concierge
Delivering a service manually
Wizard of Oz.
Service looks real to customer, but manual behind t...
Relax In The Air
Concierge
Delivering a service manually
Wizard of Oz.
Service looks real to customer, but manual behind t...
Relax In The Air
You’re a telco, use the phone
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Relax In The Air
1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate
Relax In The Ai...
Relax In The Air
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Measurement
• We called 20 small businesses.
• 15 ...
Relax In The Air
1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate
Relax In The Ai...
Relax In The Air
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Measurement
72%
You learned something
without spen...
Relax In The Air
1. Define 2. Investigate 3. Setup 4. Measure 5. Evaluate 6. Pivot, persevere or invalidate
Relax In The Ai...
Relax In The Air
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Our telco is testing next assumption
Users want an...
Relax In The Air
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Our telco is testing next assumption
Emails
Pitchi...
Relax In The Air
Iterations
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Experiments 1 2 3
Customer
Small/medium...
Relax In The Air
evaluer
Learn
Build
Measure
Ideas
Product
Data
Iterate
Relax In The Air 2014 / @mccasal and @sdufaux / #W...
Relax In The Air
Don’t try this at home
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Relax In The Air
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Traditional Culture vs. Lean Culture
Relax In The Air
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
Use fast iterative development practices in order ...
Relax In The Air
evaluer
Learn
Build
Measure
Ideas
Product
Data
Stick it on the wall
Relax In The Air 2014 / @mccasal and ...
Relax In The Air
In a few words
Lean is a
scientific
data-driven
customer-centric
process
for finding product/market fit,
for...
Relax In The Air
Digital transformation
Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
The happiness we bring to our customers gives our
work all its value.
Thank you
relaxintheair.com
@mccasal
@sdufaux
© Harl...
Prochain SlideShare
Chargement dans... 5
×

How Do Organizations Incorporate Lean? WDSCH Conference

1,405

Published on

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.

Published in: Marketing, Technologies, Affaires

Transcript of "How Do Organizations Incorporate Lean? WDSCH Conference"

  1. 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. 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. 3. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  4. 4. Relax In The Air Ooops. Too late! Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  5. 5. Relax In The Air Lists, lists, lists of features Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  6. 6. Relax In The Air I don’t give a f* s* Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  7. 7. Relax In The Air What is lean? Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  8. 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. 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. 10. Relax In The Air Experimenting and optimising Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  11. 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. 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. 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. 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. 15. Relax In The Air cheap, easy, crappy. Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Lean is NOT
  16. 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. 17. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Exploration of many alternate solutions *Refine from here
  18. 18. Relax In The Air From theory to practice Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Say hello to @tendayiviki
  19. 19. Relax In The Air Switzerland we have a problem Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Fictional case
  20. 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. 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. 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. 23. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH innovators earlyadopters earlymajority latemajority laggards B2B Customer segment
  24. 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. 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. 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. 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. 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. 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. 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. 31. Relax In The Air You’re a telco, use the phone Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  32. 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. 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. 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. 35. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Measurement 72% You learned something without spending $$$$
  36. 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. 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. 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. 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. 40. Relax In The Air evaluer Learn Build Measure Ideas Product Data Iterate Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  41. 41. Relax In The Air Don’t try this at home Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  42. 42. Relax In The Air Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH Traditional Culture vs. Lean Culture
  43. 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. 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. 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. 46. Relax In The Air Digital transformation Relax In The Air 2014 / @mccasal and @sdufaux / #WDSCH
  47. 47. The happiness we bring to our customers gives our work all its value. Thank you relaxintheair.com @mccasal @sdufaux © Harlow and Sage

×