Value DrivenThe Future of Software Development

Christopher MarshHead of Technical Architecture, AKQA

The Past

Vehicle

Car Van

Object Oriented Design

The Past

Functional Programming

The Past

Domain

Bounded Contexts

Single Responsibility

Principle

Ubiquitous Language

Domain Driven Design

The Past

Test Driven Development

Red

Green

Refactor

The Past

Behaviour Driven Development

Red

Green

Refactor

Red

Green

Refactor

Acceptance test

Unit test

The Past

BusinessSoftware

Development

Information

The Future

Business

Software Developm

ent

UsersInformatio

n

The Future

Value

Keep it lean Engineer for success Build velocity

KEEP IT LEAN

What is Value?

Time

Emotion

Ethics

Money

Lean Startup – Eric Ries

Lean Startup – Eric Ries

“A human institution designed to create new products and services under conditions of

extreme uncertainty.”

Lean Startup, Eric Ries

Product Development Cycle

Build

MeasureLearn

Create a Value Hypothesis

“Tests whether a product or service really delivers value to customers once they are

using it”

Lean Startup, Eric Ries

Build a Minimum Viable Product

Build a Minimum Viable Product

Build a Minimum Viable Product

Build a Minimum Viable Product

Build a Minimum Viable Product

Build a Minimum Viable Product

Build a Minimum Viable Product

Measure Effectively

Understand your growth

model

Avoid vanity metrics

Follow scientific method

Understand Your Growth Model

Sticky

Viral

Paid

Growth hacking

“A growth hacker is a person whose true north is growth.  Everything they do is scrutinized by its potential impact on

scalable growth.”

Sean Ellis, http://startup-marketing.com

Avoid Vanity Metrics

Twitter followers

Facebook likesPR bumps

Avoid Vanity Metrics

Referrals

RetentionConversion rate

Follow Scientific Method

Let reality speak for itself

Support a theory when predictions are

confirmed

Challenge a theory when predictions prove

false

Gain Validated Learning

PerseverePivot

ENGINEER FOR SUCCESS

Just Enough Platform

vs

Just Enough Platform

Measurement & analysis

Fast launch

Ability to scale

Release Early and Often

vs

Release Early and Often

Source: nosolosoftware.com

Design for Humans

Increase Site Speed

0.001.00

2.003.00

4.005.00

6.007.00

8.009.00

10.000.005.00

10.0015.0020.0025.0030.0035.0040.0045.00

Source: gomez.com, akamai.com

Page abandonmentincrease as percentage

Page load time in seconds

Integrate with Other Products

Your Product

Reduce Friction

Reduce Friction

Reduce Friction

Reduce Friction

Reduce Friction

BUILD VELOCITY

Walmart – 8 Years to Double Value

Founded in 1962

IPO in 1970

~2m employees in 2012

Instagram – $0 to $1b in 2 Years

Founded in 2010

$1b deal with Facebook in 2012

Digg – from $160m to $500k in 4 years

2008 20120

20

40

60

80

100

120

140

160

180

Value ($m)

Velocity – Ajaz Ahmed & Stephan Ollander

Velocity – Ajaz Ahmed & Stephan Ollander

“The best advertising isn’t advertising”

Third law of Velocity

Eco: drive

Eco: drive

Eco: drive

Eco: drive

Eco: drive

Eco: drive

AND FINALLY…

Make software that matters

References• Lean Startup, Eric Ries• Velocity, Ajaz Ahmed & Stephan Ollander • http://blog.kissmetrics.com/the-6-best-growth-hacks/• http://startup-marketing.com/where-are-all-the-growth-hackers/• http://nosolosoftware.com/