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GROWING AN EXPERIMENT-DRIVEN
QUALITY CULTURE LISI HOCKE
@lisihocke
THIS IS A STORY OF EXPERIMENTATION
@lisihocke
THIS IS A STORY OF EXPERIMENTATION
@lisihocke
THIS IS A STORY OF EXPERIMENTATION
@lisihocke
THIS IS A STORY OF EXPERIMENTATION
@lisihocke
THIS IS A STORY OF EXPERIMENTATION
@lisihocke
THIS IS A STORY OF EXPERIMENTATION
@lisihocke
WHAT’S IN THE BOX? OUR STARTING
POINT
@lisihocke
@lisihocke
THIS IS US AT FLIXMOBILITY
@lisihocke
IT‘S TIME TO FOCUS ON QUALITY
THE CHALLENGE
@lisihocke
THE CHALLENGE
@lisihocke
Quality is value
THE CHALLENGE
@lisihocke
Quality is value
Lack of transparency
THE CHALLENGE
@lisihocke
Quality is value
Lack of transparency
Knowledge is not common
THE CHALLENGE
@lisihocke
Quality is value
Lack of transparency
Knowledge is not common
The need to improve
THE CHALLENGE
@lisihocke
Quality is value
Lack of transparency
Knowledge is not common
The need to improve
Let’s tackle it before it tackles us
OUR MISSION
@lisihocke
Improve the testing & quality culture of our product
teams by leveling up knowledge, skills and practices
LET‘S EXPERIMENT! AN EXPERIMENT
OF EXPERIMENTS
@lisihocke
OUR HYPOTHESIS
@lisihocke
OUR HYPOTHESIS
With an experimental group of 4 product teams, we believe that
• creating transparency where they currently are regarding testing and
quality as well as identifying problems,
• raising awareness and knowledge of the options at hand to probe the
problems, and
• running first experiments to learn what works in their context to enable
them to rinse and repeat,
will result in increased maturity of each team with regards to testing and
quality.
…
@lisihocke
OUR HYPOTHESIS
…
We'll know we have succeeded when each of the 4 teams
• has a clear, shared test strategy in place reflecting the current
situation as well as identified problems,
• has gained further knowledge and skills regarding testing and quality
through a workshop, and
• has adopted 1 new practice in their testing and quality culture that
proved valuable in their context.
@lisihocke
EXIT CRITERIA
@lisihocke
EXIT CRITERIA
The experiment will stop and be re-evaluated in the following cases,
whichever comes first:
• No problem there! We find out that the chosen product teams
already have transparency, awareness and experiments in place to
improve their testing and quality.
• Yay, success :) The hypothesis success criteria are fulfilled as defined
above.
• Didn't work out - let's rethink it. It is November 1, 2019 (even
though success criteria are not fulfilled).
@lisihocke
@lisihocke
THE HIGH LEVEL PLAN
@lisihocke
THE HIGH LEVEL PLAN
Find contributors
@lisihocke
THE HIGH LEVEL PLAN
Find contributors
Align among contributors
@lisihocke
THE HIGH LEVEL PLAN
Find contributors
Align among contributors
Select product teams as pilot teams
@lisihocke
THE HIGH LEVEL PLAN
Find contributors
Align among contributors
Select product teams as pilot teams
Work with each team
@lisihocke
THE HIGH LEVEL PLAN
Find contributors
Align among contributors
Select product teams as pilot teams
Work with each team
Evaluate the hypothesis success criteria
@lisihocke
CALLING FOR CONTRIBUTORS
@lisihocke
COMMUNICATION GUIDELINES TO APPROACH THE
PRODUCT TEAMS
@lisihocke
COMMUNICATION GUIDELINES TO APPROACH THE
PRODUCT TEAMS
Appreciate what's working.
@lisihocke
COMMUNICATION GUIDELINES TO APPROACH THE
PRODUCT TEAMS
Appreciate what's working.
It's an opportunity to learn.
@lisihocke
COMMUNICATION GUIDELINES TO APPROACH THE
PRODUCT TEAMS
Appreciate what's working.
It's an opportunity to learn.
Let's improve together.
@lisihocke
COMMUNICATION GUIDELINES TO APPROACH THE
PRODUCT TEAMS
Appreciate what's working.
It's an opportunity to learn.
Let's improve together.
It's about you, the team!
@lisihocke
COMMUNICATION GUIDELINES TO APPROACH THE
PRODUCT TEAMS
Appreciate what's working.
It's an opportunity to learn.
Let's improve together.
It's about you, the team!
We support you, custom-tailored to your needs.
@lisihocke
COMMUNICATION GUIDELINES TO APPROACH THE
PRODUCT TEAMS
Appreciate what's working.
It's an opportunity to learn.
Let's improve together.
It's about you, the team!
We support you, custom-tailored to your needs.
Senior tech leadership has our back!
@lisihocke
SELECT PILOT TEAMS – LET’S TALK!
@lisihocke
SELECT PILOT TEAMS – LET’S TALK!
Building quality in
@lisihocke
SELECT PILOT TEAMS – LET’S TALK!
Building quality in
What's working
@lisihocke
SELECT PILOT TEAMS – LET’S TALK!
Building quality in
What's working
What's worrying
@lisihocke
SELECT PILOT TEAMS – LET’S TALK!
Building quality in
What's working
What's worrying
Eagerness
@lisihocke
SELECT PILOT TEAMS – LET’S TALK!
Building quality in
What's working
What's worrying
Eagerness
Readiness
@lisihocke
READY, SET GO! LET’S WORK WITH THE TEAMS
@lisihocke
TRANSPARENCY
@lisihocke
TRANSPARENCY
Desired outcome: The team has a clear, shared test strategy in place
reflecting the current situation as well as identified problems.
@lisihocke
TRANSPARENCY: PAIN POINTS
Shout-out to Ashley Hunsberger & Lisa Crispin
Visualize current workflow & identify problems
@lisihocke
TRANSPARENCY: RISK
Shout-out to Beren van Daele & Marcel Gehlen
RiskStorming to identify context-specific product risks
@lisihocke
TRANSPARENCY: STATUS QUO
Document current test strategy
@lisihocke
AWARENESS
@lisihocke
AWARENESS
Desired outcome: The team has gained further knowledge
and skills regarding testing and quality through a workshop.
@lisihocke
TEAM EXPERIMENTS
@lisihocke
TEAM EXPERIMENTS
Desired outcome: The team has adopted 1 new practice in their
testing and quality culture that proved valuable in their context.
@lisihocke
TEAM EXPERIMENTS
Review the currently known challenges
@lisihocke
TEAM EXPERIMENTS
Review the currently known challenges
Pick one challenge to tackle next
@lisihocke
TEAM EXPERIMENTS
Review the currently known challenges
Pick one challenge to tackle next
Brainstorm potential solutions
@lisihocke
TEAM EXPERIMENTS
Review the currently known challenges
Pick one challenge to tackle next
Brainstorm potential solutions
Pick one option to try out
@lisihocke
TEAM EXPERIMENTS
Review the currently known challenges
Pick one challenge to tackle next
Brainstorm potential solutions
Pick one option to try out
Design the experiment
@lisihocke
TEAM EXPERIMENTS
Review the currently known challenges
Pick one challenge to tackle next
Brainstorm potential solutions
Pick one option to try out
Design the experiment
Run the experiment
@lisihocke
TEAM EXPERIMENTS
Review the currently known challenges
Pick one challenge to tackle next
Brainstorm potential solutions
Pick one option to try out
Design the experiment
Run the experiment
Evaluate the experiment
@lisihocke
TEAM EXPERIMENTS
Challenge: <short challenge description>
Hypothesis:
We believe that <doing X>
will result in <desired outcome>.
We'll know we have succeeded when <measurable criterion is
achieved>.
Experiment: <concrete details like planned actions, experiment run time,
exit criteria, etc.>
TEAM EXPERIMENTS
@lisihocke
TIME TO EVALUATE LESSONS
LEARNED
@lisihocke
HYPOTHESIS EVALUATION
@lisihocke
All 4 teams have a clear, shared test strategy in place
reflecting the current situation as well as identified problems
HYPOTHESIS EVALUATION
@lisihocke
All 4 teams have a clear, shared test strategy in place
reflecting the current situation as well as identified problems
All 4 teams have a clear, shared test strategy in place
reflecting the current situation as well as identified problems
→ YES ☺
HYPOTHESIS EVALUATION
@lisihocke
All 4 teams have a clear, shared test strategy in place
reflecting the current situation as well as identified problems
All 4 teams have a clear, shared test strategy in place
reflecting the current situation as well as identified problems
→ YES ☺
All 4 teams have gained further knowledge and skills
regarding testing and quality through a workshop
HYPOTHESIS EVALUATION
@lisihocke
All 4 teams have a clear, shared test strategy in place
reflecting the current situation as well as identified problems
All 4 teams have a clear, shared test strategy in place
reflecting the current situation as well as identified problems
→ YES ☺
All 4 teams have gained further knowledge and skills
regarding testing and quality through a workshop
All 4 teams have gained further knowledge and skills
regarding testing and quality through a workshop
→ YES ☺
HYPOTHESIS EVALUATION
@lisihocke
All 4 teams have a clear, shared test strategy in place
reflecting the current situation as well as identified problems
All 4 teams have a clear, shared test strategy in place
reflecting the current situation as well as identified problems
→ YES ☺
All 4 teams have adopted 1 new practice in their testing
and quality culture that proved valuable in their context
All 4 teams have gained further knowledge and skills
regarding testing and quality through a workshop
All 4 teams have gained further knowledge and skills
regarding testing and quality through a workshop
→ YES ☺
HYPOTHESIS EVALUATION
@lisihocke
All 4 teams have a clear, shared test strategy in place
reflecting the current situation as well as identified problems
All 4 teams have a clear, shared test strategy in place
reflecting the current situation as well as identified problems
→ YES ☺
All 4 teams have adopted 1 new practice in their testing
and quality culture that proved valuable in their context
All 4 teams have adopted 1 new practice in their testing
and quality culture that proved valuable in their context
→ Only 2 
All 4 teams have gained further knowledge and skills
regarding testing and quality through a workshop
All 4 teams have gained further knowledge and skills
regarding testing and quality through a workshop
→ YES ☺
HYPOTHESIS EVALUATION
@lisihocke
@lisihocke
IMPACT WE HAD – AND DIDN’T HAVE
@lisihocke
IMPACT WE HAD – AND DIDN’T HAVE
☺ Team conversations about testing and quality
@lisihocke
IMPACT WE HAD – AND DIDN’T HAVE
☺ Team conversations about testing and quality
☺ Raised awareness and increased knowledge and skills
@lisihocke
IMPACT WE HAD – AND DIDN’T HAVE
☺ Team conversations about testing and quality
☺ Raised awareness and increased knowledge and skills
☺ Teams inspired to improve their practices
@lisihocke
IMPACT WE HAD – AND DIDN’T HAVE
☺ Team conversations about testing and quality
☺ Raised awareness and increased knowledge and skills
☺ Teams inspired to improve their practices
 Not the whole team was on board, silos remained
@lisihocke
IMPACT WE HAD – AND DIDN’T HAVE
☺ Team conversations about testing and quality
☺ Raised awareness and increased knowledge and skills
☺ Teams inspired to improve their practices
 Not the whole team was on board, silos remained
 Not all people opened up for new concepts, misconceptions prevailed
@lisihocke
IMPACT WE HAD – AND DIDN’T HAVE
☺ Team conversations about testing and quality
☺ Raised awareness and increased knowledge and skills
☺ Teams inspired to improve their practices
 Not the whole team was on board, silos remained
 Not all people opened up for new concepts, misconceptions prevailed
 Teams struggled with experiments, fell back into everyday business
@lisihocke
TOO MUCH EFFORT TO SCALE THIS APPROACH
HOW TO SCALE? A LIGHTWEIGHT
APPROACH
@lisihocke
@lisihocke
A SECOND EXPERIMENT
@lisihocke
A SECOND EXPERIMENT
We believe that if we learn about the testing strategy of product teams
and provide them peer feedback regarding our perspective on their
challenges, then this will
• help the teams build increased self-awareness regarding testing and
quality, and
• help us understand our current testing and quality culture.
We'll know we have proven the hypothesis when the teams as well as we
are able to explain the difference between their approach and our
suggestions and why it might differ from expectations.
A SECOND PLAN
@lisihocke
A SECOND PLAN
Align within the initiative group on core values and select product teams
@lisihocke
A SECOND PLAN
Align within the initiative group on core values and select product teams
Interview, present and provide feedback on the teams’ testing strategy
@lisihocke
A SECOND PLAN
Align within the initiative group on core values and select product teams
Interview, present and provide feedback on the teams’ testing strategy
Evaluate what we learned in this experiment and propose the next steps
@lisihocke
@lisihocke
CORE VALUES TO BASE OUR FEEDBACK ON
@lisihocke
CORE VALUES TO BASE OUR FEEDBACK ON
Quality is Team Responsibility
@lisihocke
CORE VALUES TO BASE OUR FEEDBACK ON
Quality is Team Responsibility
Tackle the Unknown, Automate the Known
@lisihocke
CORE VALUES TO BASE OUR FEEDBACK ON
Quality is Team Responsibility
Tackle the Unknown, Automate the Known
Invest in Quality and Quality Will Work for You
@lisihocke
INTERVIEW TEAM MEMBERS ON THEIR TEAM’S
TESTING STRATEGY
@lisihocke
FEEDBACK SESSION & EXPERIMENT EVALUATION
@lisihocke
FEEDBACK SESSION & EXPERIMENT EVALUATION
@lisihocke
A PROMISING APPROACH!
@lisihocke
… YET THEN LIFE HAPPENED
GROWING A CULTURE BELIEFS & NEEDS
@lisihocke
@lisihocke
PRODUCT TEAMS: WE NEED YOU TO SOLVE OUR
PROBLEMS!
@lisihocke
PRODUCT TEAMS: WE NEED YOU TO SOLVE OUR
PROBLEMS!
Or rather: we need support so we become aware of our
options and enablement so we can solve our own problems
@lisihocke
→ INSPIRE & BUILD ON PEOPLE’S CURIOSITY
@lisihocke
→ INSPIRE & BUILD ON PEOPLE’S CURIOSITY
Experimenting with tech talks and personal conversations
inside a domain, creating a “pull”
@lisihocke
TECH LEADS: WE NEED DATA & GLOBAL METRICS!
Or rather: we need to know which impact we want to have in
our specific contexts and what information we need to have it
@lisihocke
TECH LEADS: WE NEED DATA & GLOBAL METRICS!
@lisihocke
→ UNDERSTAND NEEDS & FIND HELPFUL
INDICATORS
@lisihocke
→ UNDERSTAND NEEDS & FIND HELPFUL
INDICATORS
Experimenting together with tech leads on perceived quality
needs and indicators helping them make better decisions
@lisihocke
→ UNDERSTAND NEEDS & FIND HELPFUL
INDICATORS
Experimenting together with tech leads on perceived quality
needs and indicators helping them make better decisions
Shout-out to Michael Kutz, João Proença, Toyer Mamoojee,
Emanuil Slavov and Jenny Bramble
@lisihocke
CONTRIBUTORS: WE NEED QUALITY TO START
WITHIN THE TEAMS!
@lisihocke
CONTRIBUTORS: WE NEED QUALITY TO START
WITHIN THE TEAMS!
Or rather: we need to change the system so behaviors
contributing to quality get rewarded and valued
@lisihocke
→ SHAPE THE SYSTEM & REWARD BEHAVIORS
CONTRIBUTING TO QUALITY
@lisihocke
→ SHAPE THE SYSTEM & REWARD BEHAVIORS
CONTRIBUTING TO QUALITY
Experimenting on shaping the system through leadership
workshops, building a foundation for quality to emerge
@lisihocke
→ SHAPE THE SYSTEM & REWARD BEHAVIORS
CONTRIBUTING TO QUALITY
Experimenting on shaping the system through leadership
workshops, building a foundation for quality to emerge
Shout-out to Shiva Krishnan
@lisihocke
QUALITY IS ON ALL OF US
@lisihocke
QUALITY IS ON ALL OF US
Create transparency on the status quo, pain points and needs
→ The teams, the leadership, the system
@lisihocke
QUALITY IS ON ALL OF US
Create transparency on the status quo, pain points and needs
→ The teams, the leadership, the system
Raise awareness regarding the options at hand to improve
@lisihocke
QUALITY IS ON ALL OF US
Create transparency on the status quo, pain points and needs
→ The teams, the leadership, the system
Raise awareness regarding the options at hand to improve
Experiment in your context to grow a quality culture - together
THANK YOU! www.lisihocke.com
@lisihocke
THANK YOU! www.lisihocke.com
@lisihocke
THANK YOU! www.lisihocke.com
@lisihocke
THANK YOU! www.lisihocke.com
@lisihocke
THANK YOU! www.lisihocke.com
@lisihocke
THANK YOU! www.lisihocke.com
@lisihocke
THANK YOU! www.lisihocke.com
@lisihocke

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