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Dev's Guide to Feedback Driven Development
- 1. Developer's Guide to Feedback Driven Development Marty Haught @mghaught
- 2. Did you get the memo?
- 3. We’re starting a new project
- 4. Do we have requirements? Project release party?
- 5. Nope, not like you’re thinking
- 6. Huh?
- 7. Yeah, we’ll just build out a few weeks
- 8. That’s all they want?!?
- 9. Oh no, it’s just to get started
- 10. So how can we plan it out?
- 11. I’ll send you the memo
- 12. How do you build a product when you only have a vision and a starting place?
- 13. FbDD Feedback Driven Development
- 14. Session roadmap 1. What is feedback driven development 2. Role in development 3. Techniques 4. Integration
- 16. 1. FbDD, what is it? “A collection of techniques for measuring progress based on customer interaction.”
- 17. Via lean startups by Eric Ries “translating your startup vision into a successful business as quickly and efficiently as possible” http://startuplessonslearned.com
- 18. Business-Technical Technical process that touches business use Used to guide product direction Best when business unknowns exist
- 19. Where do you use this? New projects where you are unsure of your market Haven’t figured out a pricing strategy Don’t know what users really need Don’t want to write software no one uses
- 20. What is progress? Completing stories? Hitting project milestones? Making profit?
- 21. None of the above? Going in the wrong direction More about traction over profits Finding product-market fit
- 22. Validated learning “Using collected data to prove key risk factors are being addressed by your product's development”
- 23. Focus on adoption Customer signups User engagement Long-term retention Viral coefficient
- 24. What does FbDD look like? Don’t spec out entire project Keep long-term strategy in mind Tight iterative loops once you collect feedback
- 25. Minimum Viable Product “A version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort.”
- 26. Minimum Viable Product “A version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort.”
- 27. A starting place Simplest implementation of your core idea Just build enough for validated learning Early adopters will see the potential Not finished, should be embarrassing
- 28. Some examples Landing page, signup page and AdWords Rails Rumble or Startup Weekend
- 30. 2. Role in development
- 31. Life of a story
- 32. An idea is born Start with usual client-developer conversation Ask three additional questions: 1. How do we measure progress? 2. What’s the expectation on how this story will impact our metrics? 3. How long do we need to measure results?
- 33. Grows up Implement with simplest version for learning Strive for least effort to get feedback soonest Push off unneeded decisions, commitments Ensure we have a way for measuring in place
- 34. Leaves home Deploy code to production Measure results for agreed upon duration Though deployed, the story is not done
- 35. Makes its mark Analyze results, good, bad or indifferent Is it a keeper? Possibly remove it? Need to tweak the approach some?
- 36. The pivot Shifting your product direction based on validated learning Used when progress is no longer being made Leverage what you’ve built
- 37. Types of pivots Segment - going after different customers Problem - solve a different problem for existing customers Feature - selecting specific feature and centering company around that
- 38. Dev loop interaction Questions, comments?
- 39. 3. Techniques Starting techniques 1. Tracking usage 2. A/B testing 3. Net promoter score 4. Direct feedback
- 40. Tracking usage “Know when you’re making progress”
- 41. Pirate metrics
- 43. Actionable is key Should help you make decisions Gives insight into your problem domain
- 44. AARRR!! by Dave McClure acquisition activation retention referral revenue http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
- 49. flingr’s metrics acquisition - site visits activation - signups retention - repeat use referral - fling backs revenue - upgrade to pro account
- 50. Drop-in service Google Analytics (good for content/pages) MixPanel (easy integration) KISSMetrics (strong on funnel analysis) StatsMix (flexible, combines many sources)
- 51. Roll your own 1. Your own event-driven metrics table 2. Use existing application data
- 52. Existing data
- 53. DIY dashboard
- 54. why DIY? Very simple to get started You already have this data Easily add or change what you track As you own the data, can analyze differently Good enough
- 55. A/B testing “Presenting two or more variations and measuring user behavior to determine value”
- 56. An improvement?
- 57. Anatomy of a split A/Bingo Patrick MacKenzie http://www.bingocardcreator.com/abingo
- 59. Invoke a split test
- 61. Tracking results
- 62. Benefits Best mechanism to measure change Can’t be affected by outside influences Can answer internal debates
- 63. Pitfalls Don’t a/b test everything Can lead to a mess if not guided by your vision May not get conclusive results
- 64. Net Promoter Score “How much do your users like your product?”
- 66. How likely are you to recommend ...?
- 67. Simple follow-up
- 68. What’s the point? Lightweight way to track customer perceptions You want to see your score improve over time Easy way to get additional feedback Can do small sample sizes at regular intervals
- 69. How it works Tracks 3 groups: 1. Promoters (9-10) 2. Passives (7-8) 3. Detractors (0-6)
- 70. Formula NPS = P% - D% 10 responses 5 promoters 3 passives 2 detractors 30 = 5/10 - 2/10
- 71. Triggering Offer questionnaire every other week/month or manually trigger Only need a small sample size, such as 50-100 per time Only present to each user once per 3-6 months
- 72. My preference Perform small sample each week Ask users after 3 weeks of signing up Only ask every 6 months Prefer in site lightbox modal to minimize interruption
- 73. Database
- 74. Base model
- 76. Benefits Very easy to use and implement Not too annoying for users when done right Allows you to track customer perception
- 79. Guidelines Make it easy to tell you want they think Ever present feedback button on all pages Shouldn’t interrupt user flow Less clicks is better
- 80. Simple version Lightbox modal with text box and email Start with sending results in emails Graduate to a DB table for managing
- 81. Full featured Get Satisfaction or User Voice Better at collecting and managing feedback Downside is more clicks and extra registration
- 82. Live interaction Snap-a-bug: http://www.snapabug.com/ Does live chat or offline email form Can record what’s going on with the user’s browser Integrates with existing CRMs, help desk and bug tracking solutions Advanced remote screen capture
- 83. Implementation interaction Questions, comments?
- 84. 4. Integration
- 85. With current process Plays nice with agile methodologies Need to consider an extra phase for learning once metrics are collected Half-implemented stories will need follow-up to build out
- 86. When to use MVP: from the start Metrics: pick 3-5 core metrics from start A/B testing: prefer major feature rollouts or contentious enhancements NPS: once you get over 100 users Direct feedback: from the start
- 87. Limitations Challenging with low volume Be prepared for a lack of significant results Can’t replace vision, only give some guidance on effectiveness
- 88. Takeaway Feedback can be used for smarter product development It’s easier than you think to get started Knowing how your customers use your product Can help avoid writing software no one uses
- 89. Questions? Thanks! Marty Haught @mghaught [email protected] http://martyhaught.com