Dendrite Group

Measuring DevelopmentMeasuring Product

Bennett Morrisonfor

Dendrite Group

What are we going to talk about?• Principles of Measuring People• Measuring Development• Measuring Product

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Principles – Measurement & Management

“If you can’t measure it, you can’t manage it.”

Dendrite Group

Principles – Measurement & Management

“If you can’t measure it, you can’t manage it.”

Obligatory management guru quote

Dendrite Group

Principles – Measurement & Management

“If you can’t measure it, you can’t manage it.”

He never said it!

http://www.druckerinstitute.com/2013/07/measurement-myopia/

More nuanced view of

measurement

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Principles – Measurement & Management

• Behavioral consequences of measures

• Incomplete measures create dysfunctional results

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Principles – Measurement & Management

A set of measures that produce

desired business goals

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Questions to Agree on . . .• What’s the business goal we are trying to

achieve?Growth

Viral Word-of-Mouth Profits

Active UsersStickiness

Customer Satisfaction

RevenueLeads

Retention

Sales Effectiveness

• Is it a cluster of goals or a sequence?• Need to focus.

Feature Adoption

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Measuring Development• “Business Value” Great!

• Delivering value to customer

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Measuring Development• “Business Value” But wait

• Obtained how?• Soft metric—why is

it in quotation marks?

• Hypothesis until tested

• What if it doesn’t work?

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Measuring Development• “Business Value”• Defects

Great!• Deliver defect-free

products

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Measuring Development• “Business Value”• Defects

But wait!• Can slow

development of new features

• No, can REALLY slow development of new features

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Measuring Development• “Business Value”• Defects• Story Points

Great!• Estimate effort.

(Proxy for time)• Can make those

cool burndown charts

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Measuring Development• “Business Value”• Defects• Story Points

But wait!• Time to adoption• Why does my chart

doesn’t look right?

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Measuring Development—Business Goal

Predictable development that delivers valuable and high-quality product

Dendrite Group

Measuring Development—Business Goal

Predictable development that delivers valuable and high-quality product

Business ValueDefects

Story Points • State the goal—as succinctly as possible

• Set of measures—you need all of them

• Adjectives matter most

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Measuring Product—Business Goal

Create (Maintain? Grow?) a _______ product that helps customers _________ , _________ , _________ so that our company _________ , _________ , _________.

Dendrite Group

Measuring Product—Business Goal

Create (Maintain? Grow?) a _______ product that helps customers _________ , _________ , _________ so that our company _________ , _________ , _________.

• The more complex the goal

• The more complicated the measures

• The less likely there will be a clear “success”

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Measuring Product• MVP – Minimally

Viable Product• Vanity Metrics

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Measuring Product – MVP• OH:

“We’re going to make this MVP”

“Can we put together an MVP version?”

“Let’s just get an MVP out”

https://medium.com/user-experience-design-1/the-tyranny-of-the-minimum-viable-product-fb25e2e57e6e#.mke4j7v5e

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Measuring ProductGood Metrics are…• Comparable• Understandable• Ratio / Rate• Actionable /

Behavioral

http://www.slideshare.net/Leananalytics/lean-analytics-workshop-from-lean-startup-conf

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Measuring ProductGood Metrics are…• Comparable• Understandable• Ratio / Rate• Audience Specific• Actionable /

Behavioralhttp://www.slideshare.net/Leananalytics/lean-analytics-workshop-from-lean-startup-conf

Check this presentation out!

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Measuring Product• Transactions • Page Views

• MAUs• DAUs• Page Depth• Events

Dendrite Group

Measuring Product• Transactions • Page Views

• MAUs• DAUs• Page Depth• Events

Quality of the Interaction?!

MoreEngaged

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Measuring Product• Transactions• Satisfaction

• RTF• NPS

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Measuring Product• Transactions• Satisfaction

• RTF• NPS

What action to take?

Support tickets?

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Measuring Product• Transactions• Satisfaction• Direct

Feedback

https://docs.intercom.io/faqs/can-i-use-intercom-to-send-surveys

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Measuring Product• Tie it to the Business Goals– What specific business goal does a metric

ladder up to? (e.g., adoption, engagement, retention)

– Is there a direct causation? • Verify a Hypothesis– What does success look like? – What does failure look like?– Drives to a decision– Stop the Tyranny of the MVP!

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Principles – Measurement & Management

A set of measures that produce

desired business goals

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Measuring ProductAnalytics!• Dashboard them• Customize them• Communicate them• Use them• Love them

http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/