Building trust with people is challenging. Building technology that can build trust with people is even more so.
Supercharge Your Agile Process With the BAM Framework
Product development is a trap. We do the hard work. Put in the time to talk to users. Build our backlogs. Diligently ...
Product development is a trap.
We do the hard work. Put in the time to talk to users. Build our backlogs. Diligently track our teams’ sprint progress. Have tough and honest conversations about our progress. But still, when we finally release, engagement is not what we want and we know our next iteration is only as good as the feedback we get from the current one.
So what did we miss?
Too often do product teams get caught up in the build - the “what” of what’s being delivered, while ignoring the why, how and what-for. It’s easy to understand why - pushing out a successful software release that delivers on its promise and is free of bugs is not trivial, and commands a team’s entire attention to do repeatedly. However, the build is only one piece of the puzzle.
B _ _
If an Agile sprint is indeed only as good as the user stories that we load into it, then we need intel on what we should be working on. This traditionally comes from active user feedback, but increasingly comes more and more from passive user feedback - aka Analytics. But Analytics on their own are only mildly useful - they need to be instrumented properly.
Meaning, we need to know in advance exactly what we want to measure, and we need to have a strong hypothesis about what we expect to see. What we actually do see will tell us quantitatively whether or not we’re on the right track, and further, this quantitative data creates an excellent foundation for follow-up user interviews.
B A _
The final piece of the puzzle is how we ensure enough user activity to power our Analytics and generate the data that we need to push forward. And this only happens when we actively plan and market our build to our user community. This means doing our homework in advance - knowing our deployment channels, understanding how to reach our audience, where they reside, and most importantly, making sure they know what we’ve built, how to use it and what they get in return.
Effective marketing and messaging can make or break any product, but it’s even more important when you’re trying to get a nascent product effort off the ground. Every user, and every user interaction counts, and tells us something new about the user and product we’ve built.
B A M !
Just like the proverbial three-legged stool, we can’t afford to lose a leg. Every build should be accompanied by instrumented analytics and a sound marketing and messaging strategy. Building these tactics into your release strategy ensures that you and your team always know what to do next, and drastically increases your chances of building an amazing product that users love.