Valerio Zanini is a product innovation and Agile trainer. The document discusses various metrics for measuring product success, including customer metrics to measure outcomes, business metrics to measure results, and telemetry metrics to ensure technical performance. It emphasizes the importance of understanding customer needs through discovery and providing value throughout the development process, rather than just focusing on output and speed to launch. Key failures discussed include shortcutting discovery of customer needs and using Agile practices like Scrum only in development without taking an Agile approach across the full product life cycle.
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“We just finished our product,
we need help with marketing”
Failure #1:
Shortcutting Discovery
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The team was focused on execution
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DISCOVER DESIGN DEVELOP DEPLOY DELIVER
Source: book “Deliver great products that customers love”, V. Zanini 2018
?
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Understanding your customers helps you understand how to
deliver value
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DISCOVER DESIGN DEVELOP DEPLOY DELIVER
Source: book “Deliver great products that customers love”, V. Zanini 2018
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“Of course we are Agile, we
use Scrum in development”
Failure #2: Big Waterfall
using Scrum
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Agile is used in Development but everything else is set upfront
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DISCOVER DESIGN
6+ months to define all
the requirements
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Agile is used in Development but everything else is set upfront
DISCOVER DESIGN
DEVELOP
SCRUM
1 year to build it
using “Agile”
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Agile is used in Development but everything else is set upfront
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DISCOVER DESIGN
DEVELOP
DEPLOY DELIVER
SCRUM
?
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The 5 Dimensions of great products
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DISCOVER DESIGN DEVELOP DEPLOY DELIVER
SolutionsProblems, needs,
opportunities
Products Market launch Customer
adoption and
feedback
Measure value to customers all the way
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Work across the 5 Dimensions in rapid iterations and deliver
value along the way
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MVP
V.2.0
V.2.1
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In your project:
Which of the 5
Dimensions are you
least prepared for?
Which needs most
attention?
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Three primary responsibilities of a Product Manager
Understand
the
customer
Drive product
development
Measure
the
outcomes
This is also well
represented by the
Learn, Build,
Measure cycle
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In reality, it often feels
this way
Understand
the
customer
Drive product
development
Measure
the
outcomes
Too often we focus on
just getting the
product out the door,
instead of making sure
we build the right
product
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It gets even worse
Understand
the
customer
Drive product
development
Measure
the
outcomes We do
“Agile”
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When we build products, we try to go from
idea to launch in the shortest time possible
Image: Created by Alekksall - Freepik.com
Image: Created by Cornecoba - Freepik.com
From Idea To Launch
Agile DevOps
Build, Measure, Learn
MVP
Prototypes
Design Thinking
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Customer focus
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Can you articulate?
Who the customer is
What they need
Why they buy your product
What value they get from it
Too often teams shortcut the
Discovery dimension jumping
straight to the Solution
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The goal should be to go from Idea to Customer
Image: Created by Alekksall - Freepik.com
Image: Created by Vectorpocket - Freepik.com
From Idea To Customer
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DEPLOYMENT DELIVERY
Focus is on getting
product out
(outputs)
Focus is on customers,
needs, CX, value
(outcomes)
DELIVERY
GAP
Deployment is not the real goal Delivery is the goal
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Employ a healthy balance of activities to build the right product
Understand
the
customer
Drive product
development
Measure
the
outcomes
Build
Measure
Learn
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Is it meaningful?
You can influence it
You can measure it
Value
metrics
If you improve it, your
outcomes improve
You can do something
about it
Otherwise, how do you
know?
Select a metric that:
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Measure value delivered
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Measuring delivery on time, on budget, scope, quality, etc.: all OK
But, do these matter if people don’t want your product?
Focus should be on value delivered.
Establish
baseline
metric
Establish
target /
desired
outcome
Build an MVP
or MVF
Measure
progress
towards target
/ desired
outcome
Pivot
Success
Failure
Innovation accounting, adapted from “The Lean Startup”, Eric Ries
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Backlog of requirements
Measure outputs
Feedback is confirmatory
What’s in your backlog?
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Backlog of experimentsBacklog of requirements
Measure outputs
Feedback is confirmatory
Measure outcomes
Feedback is a learning
opportunity
What’s in your backlog?
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Most people use analytics the
way a drunk uses a lamppost, for
support rather than illumination
“
”
– David Ogilvy
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STORY
57
We focused on registered users and bounce rate,
instead of metrics that drove real value
Online e-commerce company
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The HEART framework from Google
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H E A R T
Happiness Engagement Adoption Retention Task success
Level of user
involvement, typically
measured via
behavioral proxies
such as frequency,
intensity, or depth of
interaction over some
time period. Examples
might include the
number of visits per
user per week or the
number of photos
uploaded per user
per day.
New users of a
product or feature.
For example: the
number of accounts
created in the last
seven days or the
percentage of Gmail
users who use labels.
The rate at which
existing users are
returning. For
example: how many
of the active users
from a given time
period are still present
in some later time
period? You may be
more interested in
failure to retain,
commonly known as
“churn.”
This includes
traditional behavioral
metrics of user
experience, such as
efficiency (e.g. time
to complete a task),
effectiveness (e.g.
percent of tasks
completed), and
error rate. This
category is most
applicable to areas
of your product that
are very task-focused,
such as search or an
upload flow.
Measures of user
attitudes, often
collected via survey.
For example:
satisfaction,
perceived ease of
use, and net-
promoter score.
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System and security logs
Real-time telemetry
Test and re-test
Flow break-points
Team delivery charts
Is this thing working?
Problems can arise at anytime, whether as
united consequences of your actions or
due to externalities
Telemetry
metrics
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Telemetry helps you monitor the health of your app
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Errors in production
HTTP 5xx
Performance
Events
Broken links
Server failures
Dedicated tools and system logs
Image courtesy of Splunk
E.g. Capital
One Mobile
Deposit
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Telemetry helps you identify your flow break points
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Customer journey maps help you
understand the journey users take
with your product/service and
identify breaking points
Telemetry provides real-use
information of where users stumble
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Burndown charts can offer useful
insights into team impediments and
actions product owners can take
Look for unusual paths and changes in
scope. Overcommitment and
changing priorities are usual culprits.
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What will you measure tomorrow?
Are we
delivering
business
results?
Are we
delivering
outcomes?
Is this thing
working?
Business
metrics
Customer
metrics
Telemetry
metrics