2014 experiments, tokyo
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Learn-Measure-Build Craft Useful Experiments By Running Backwards
Janice FraserFebruary 2014
LUXR.CO JUNE 2012
LUXR.CO JUNE 2012
TWEET!
#LeanStartup
@clevergirl@luxrco
LUXR.CO JUNE 2012
• Learn the difference between an experiment and a solution test.• Discover the seven steps to crafting an experiment with a clear
result. • Practice identifying assumptions and defining testable
hypotheses. • Understand the anatomy of an experiment. • Design an experiment to test a real-life hypothesis.
• "Get out of the classroom" to run a real-world experiment on your fellow conference-goers.
• Define a result and make a go-forward decision. • Refine the experiment based on cost, time, and manpower. • Identify the four characteristics of successful experiments.
© 2013 LUXr Incorporated, www.luxr.co
June & Pete’s Wedding Cake
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http://saptstrength.com/
Pete June
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April
http://saptstrength.com/
May
June
July
August
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sedonaweddingcakes.com
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freebestpictures.blogspot.com
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thekitchn.com
© 2013 LUXr Incorporated, www.luxr.co
Zoe Clark, The Cake Parlour
© 2013 LUXr Incorporated, www.luxr.co
sedonaweddingcakes.com
Zoe Clark, The Cake Parlour
© 2013 LUXr Incorporated, www.luxr.co
LEAN Star tup
© LUXR.CO APRIL 2013
LEAN Star tup
© LUXR.CO APRIL 2013
Build measure
learn!
© LUXR.CO APRIL 2013
© LUXR.CO 2013
Lean Startup is NOT
Cheap Startup
Fast Startup
Shortcut Startup
© LUXR.CO APRIL 2013
An approach for building companies that are creating new products and services in situations of extreme uncertainty.
The approach advocates creating small products that test the entrepreneurʼs assumptions, and using customer feedback to evolve the product, thereby reducing waste.
Lean Startup is...
© LUXR.CO APRIL 2013
1. List your assumptions.2. Understand your customers.3. Experiment efficiently.4. Adjust direction based on evidence.
© LUXR.CO APRIL 2013
1. List your assumptions.2. Understand your customers.3. Experiment efficiently.4. Adjust direction based on evidence.
© LUXR.CO APRIL 2013
Go backward to go forward.
Learn
Measure
Build
© LUXR.CO 2013
Plot the difference
THINK
release
MAKErelease
MAKErelease
MAKE
RISK
= U
NVAL
IDAT
ED E
FFOR
T
TIME
© LUXR.CO 2013
Lots of little wigglesRI
SK =
UNV
ALID
ATED
EFF
ORT
TIME
© LUXR.CO 2013
RISK
= U
NVAL
IDAT
ED E
FFOR
T
TIME
Each wiggle is a learning cycle.
MAKE
releaseBUILD
LEARN
BUILD
MEASURE
LUXR.CO JUNE 2012
There’s a pattern to startup work:
ideation decisionmaking
ideation etc.
LUXR.CO JUNE 2012
In foolproof experiments, the
results should be self-evident.
LUXR.CO JUNE 2012
1. Choose the problem to tackle. Clarify what’s uncertain, what you need to learn.
2. Understand the possible answers.3. Brainstorm “what you could do to prove it”.4. Choose the most broadly differentiated set of
indicators.5. Run the experiment. 6. Write down the results...on a sheet of paper. 7. Project the results into your future.
7 steps to foolproof experiments
LUXR.CO JUNE 2012
The Workshop
LUXR.CO JUNE 2012
Hypothesis
We believe that modern families would benefit from having better ways to store their
belongings, and are willing to pay for a service that will pick up and store boxes, then deliver
them back home on demand.
Today’s Challenge
LUXR.CO JUNE 2012
Box Me UpProvides you with plastic storage boxesTransports your stuff to storagePay to get your stuff back Per-box per year2800¥ per box per yearoutside of the city (less expensive place)box size: 30 gallon boxservice area is in Tokyoinsurance is 20,000 yen per boxtemperature and humidity are normally conditionedno limit for storage perioe24 hours access to the boxprivately storagepayment method: paypal, square, credit card, no cashdelivery will be by carnothing illegal, perishable, waste will be stored3 employees in the companymain customer will be familiesgot 70,000,000 yen for initial investment
LUXR.CO JUNE 2012
Experiment Framework
For Example:
We believe people like [customer type] have a need for(or problem doing) [need/action/behavior].
The smallest thing we can do to prove that need is [experiment].
We will know we have succeeded when [quantitative/measurable outcome] or [qualitative/observable outcome].
Every experiment has three parts:
1. Hypothesis that is provable/disprovable
2. The experiment itself; the thing you build
3. An indicator of result
LUXR.CO JUNE 2012
{Activity}
Identify assumptions10 assumptions, 1 per sticky
LUXR.CO JUNE 2012
{Activity}
Divide into 2 pilesWill kill the company in the next 6 months
if weʼre wrong
Everything else
LUXR.CO JUNE 2012
{Activity}
Review & de-dupe
LUXR.CO JUNE 2012
{Activity}
Stack rank the urgents
LUXR.CO JUNE 2012
{Activity}
Pick the top one
LUXR.CO JUNE 2012
{Activity}
Design an experiment to learn if this is true.
we believe that ________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
_________________________________
__________________________
Briefly describe it.
State how you will know if the hypothesis is valid or invalid. This can be quantitative evidence or qualitative.
How much time/money/effort will it take?
LUXR.CO JUNE 2012
{Activity}
Discuss, then pick the experiment to run.
we believe that ________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
____________ in 2 days.
Decide
we believe that ________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
____________ in 2 weeks.
we believe that ________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
__________________________________
____________ in 2 months.
✔
LUXR.CO JUNE 2012
Experiments that were designed
assumption experiment measurable/observable outcome
busy people need a service to help them getmenial stuff done
fb ad, neighborhood targeting presents an offer, landing page. Phone number or tweet. No out
of pocket cost.
10% ctr on ad, 10% ctr on landing page. 2 days
busy people need a service to help them getmenial stuff done
find busy people (in offices). Set up a “shop”. Sit in their reception and see if we can get jobs. Prevail upon friend
who runs 300-person company
5% of employees will make a hire. 1 repeat booking
2 wks
busy people need a service to help them getmenial stuff done
ad in 10 different offices, diff types of companies 2 weeks.
LUXR.CO JUNE 2012
What did you learn?
Top 5 things
{Debrief}
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Design the next experiment:
2 days, 2 weeks, 2 months
{Next Steps}
LUXR.CO JUNE 2012
What’s the right size for the experiment?
{Choose}
LUXR.CO JUNE 2012
Techniques Checklist• Brainstorm quietly• Use Sticky Notes for ideas• Self-Edit• Go to the wall for team sharing• Stack-ranking• Roman Voting• Right-Sizing the work
LUXR.CO JUNE 2012
FISHBOWL
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