Design over Delivery

James Routledge
Sep 10, 2014 · 2 min read

Most businesses today have road-maps, they have user experience built into agile or kanban, they [hopefully] have metrics in place allowing them to monitor the heartbeat of their products.

The backlog if full and healthy and developers are developing their little socks off. However stress is rampant and everyone with manager in their number is being subjected to a new process or strategy change. Probably for the 2nd time in 6 months.

The reason? Backlogs aren’t delivering any value. The numbers aren’t moving and the chiefs are starting to get unhappy.

50% of what you build isn’t going to work — Marty Cagan

The simple truth is that no matter how much ux you throw at a problem, some problems aren’t going to be solved. And most that can be solved won’t be in version 1 — Always assume version 3 or 4 are the number you think version 1 will deliver.

But if product development is the Everest of a challenge how will you ever build that Google crushing Spotify singing all dancing product?

Design your products, don’t deliver them

Startups have been applying these lean techniques since 2007, luckily for us we have many more resources at our disposal so find an Non-startup approach

Designing over delivering is a fundamental shift in how to build product, the easiest way to apply this technique is to follow one simple rule

  • I will not production build my product until I can prove the metric will move

How can you prove something you haven’t built? Fake it

Types of MVP

  • 404
  • PPC
  • Wizard of Oz
  • Concierge

When doesn’t this work

  • NPS
  • Lifetime value
  • Optimisations (unless their BIG)

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