Measuring Development Measuring Product
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Transcript of Measuring Development Measuring Product
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Dendrite Group
Measuring DevelopmentMeasuring Product
Bennett Morrisonfor
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Dendrite Group
What are we going to talk about?• Principles of Measuring People• Measuring Development• Measuring Product
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Dendrite Group
Principles – Measurement & Management
“If you can’t measure it, you can’t manage it.”
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Dendrite Group
Principles – Measurement & Management
“If you can’t measure it, you can’t manage it.”
Obligatory management guru quote
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Dendrite Group
Principles – Measurement & Management
“If you can’t measure it, you can’t manage it.”
He never said it!
http://www.druckerinstitute.com/2013/07/measurement-myopia/
More nuanced view of
measurement
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Dendrite Group
Principles – Measurement & Management
• Behavioral consequences of measures
• Incomplete measures create dysfunctional results
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Dendrite Group
Principles – Measurement & Management
A set of measures that produce
desired business goals
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Dendrite Group
Questions to Agree on . . .• What’s the business goal we are trying to
achieve?Growth
Viral Word-of-Mouth Profits
Active UsersStickiness
Customer Satisfaction
RevenueLeads
Retention
Sales Effectiveness
• Is it a cluster of goals or a sequence?• Need to focus.
Feature Adoption
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Dendrite Group
Measuring Development• “Business Value” Great!
• Delivering value to customer
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Dendrite Group
Measuring Development• “Business Value” But wait
• Obtained how?• Soft metric—why is
it in quotation marks?
• Hypothesis until tested
• What if it doesn’t work?
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Dendrite Group
Measuring Development• “Business Value”• Defects
Great!• Deliver defect-free
products
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Dendrite Group
Measuring Development• “Business Value”• Defects
But wait!• Can slow
development of new features
• No, can REALLY slow development of new features
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Dendrite Group
Measuring Development• “Business Value”• Defects• Story Points
Great!• Estimate effort.
(Proxy for time)• Can make those
cool burndown charts
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Dendrite Group
Measuring Development• “Business Value”• Defects• Story Points
But wait!• Time to adoption• Why does my chart
doesn’t look right?
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Dendrite Group
Measuring Development—Business Goal
Predictable development that delivers valuable and high-quality product
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Dendrite Group
Measuring Development—Business Goal
Predictable development that delivers valuable and high-quality product
Business ValueDefects
Story Points • State the goal—as succinctly as possible
• Set of measures—you need all of them
• Adjectives matter most
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Dendrite Group
Measuring Product—Business Goal
Create (Maintain? Grow?) a _______ product that helps customers _________ , _________ , _________ so that our company _________ , _________ , _________.
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Dendrite Group
Measuring Product—Business Goal
Create (Maintain? Grow?) a _______ product that helps customers _________ , _________ , _________ so that our company _________ , _________ , _________.
• The more complex the goal
• The more complicated the measures
• The less likely there will be a clear “success”
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Dendrite Group
Measuring Product• MVP – Minimally
Viable Product• Vanity Metrics
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Dendrite Group
Measuring Product – MVP• OH:
“We’re going to make this MVP”
“Can we put together an MVP version?”
“Let’s just get an MVP out”
https://medium.com/user-experience-design-1/the-tyranny-of-the-minimum-viable-product-fb25e2e57e6e#.mke4j7v5e
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Dendrite Group
Measuring ProductGood Metrics are…• Comparable• Understandable• Ratio / Rate• Actionable /
Behavioral
http://www.slideshare.net/Leananalytics/lean-analytics-workshop-from-lean-startup-conf
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Dendrite Group
Measuring ProductGood Metrics are…• Comparable• Understandable• Ratio / Rate• Audience Specific• Actionable /
Behavioralhttp://www.slideshare.net/Leananalytics/lean-analytics-workshop-from-lean-startup-conf
Check this presentation out!
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Dendrite Group
Measuring Product• Transactions • Page Views
• MAUs• DAUs• Page Depth• Events
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Dendrite Group
Measuring Product• Transactions • Page Views
• MAUs• DAUs• Page Depth• Events
Quality of the Interaction?!
MoreEngaged
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Dendrite Group
Measuring Product• Transactions• Satisfaction
• RTF• NPS
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Dendrite Group
Measuring Product• Transactions• Satisfaction
• RTF• NPS
What action to take?
Support tickets?
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Dendrite Group
Measuring Product• Transactions• Satisfaction• Direct
Feedback
https://docs.intercom.io/faqs/can-i-use-intercom-to-send-surveys
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Dendrite Group
Measuring Product• Tie it to the Business Goals– What specific business goal does a metric
ladder up to? (e.g., adoption, engagement, retention)
– Is there a direct causation? • Verify a Hypothesis– What does success look like? – What does failure look like?– Drives to a decision– Stop the Tyranny of the MVP!
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Dendrite Group
Principles – Measurement & Management
A set of measures that produce
desired business goals
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Dendrite Group
Measuring ProductAnalytics!• Dashboard them• Customize them• Communicate them• Use them• Love them
http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/