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.

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