Tuesday, September 10, 2024
Prioritization
The build-measure-learn approach
The conventional approach to product development, the build-measure-learn cycle, has been the bedrock for many product teams. This methodology emphasizes building quickly, measuring results, and then learning from those outcomes to iterate and improve. While it encourages speed and adaptability, it also comes with significant downsides, especially when it comes to resource efficiency. Too often, product teams find themselves pouring time and energy into features that ultimately fail, resulting in wasted resources, lost opportunities, and often a shift in product strategy.
The root of this problem lies in the fact that the build-measure-learn cycle often prioritizes action over understanding. Teams rush to build, but without sufficient insight into the true needs of their customers, they risk developing solutions that miss the mark. This is where a shift in approach—from building first to learning first—can make a profound difference.
Learning before building
The essence of a learn-first approach is simple: prioritize understanding your customers before you start building. By dedicating time to uncover deeper customer needs, product managers can ensure that the solutions they develop hit the mark with customer satisfaction while developing a clear product management process for themselves.
Consider this scenario: A product team is eager to develop a new feature they believe will delight users. Instead of jumping straight into development, they first conduct customer interviews, observe user behavior, and analyze existing data. Through this learning phase, they discover that while the feature idea is interesting, it doesn’t address the core pain point their customers are experiencing. This early insight prevents the team from wasting months building a feature that would have ultimately failed, and inspires confidence in moving in a new, more impactful direction that will deliver on their business goals.
Changing the mindset: Moving from build-first to learn-first
The learn-prioritize-build approach flips the conventional model on its head. Instead of rushing into building, product managers begin by gathering insights and learning about the problem space. Once they have a thorough understanding, they prioritize the most valuable opportunities based on these insights. Only then do they move into the build phase, armed with the confidence that they’re solving the right problems.
This shift in approach offers numerous benefits. First and foremost, it reduces the risk of failure by ensuring that teams are working on solutions that truly matter to customers. Additionally, it promotes more efficient use of resources, as teams avoid building features that have little chance of success. Ultimately, it leads to faster and more effective product prioritization and build cycles, as teams are able to focus their efforts on the most impactful product initiatives.
When to learn, and when to build
It’s important to note that a learn-first approach doesn’t mean you should always delay building. The key is to assess the level of risk associated with each decision. If the risk is low, and the team has sufficient confidence and clarity in what they’re doing, it may be appropriate to move straight into building. However, when there’s uncertainty—such as a new market, an unfamiliar customer segment, or an innovative feature—it’s crucial to invest time in learning before proceeding.
For example, if a team is adding a feature to an existing, well-understood product, they might choose to build first, relying on their existing knowledge. Conversely, if they’re entering a new market with different customer needs, it’s critical to spend time learning before building to mitigate the risk of failure.
Expediting and prioritizing work
One of the most significant challenges in product management is identifying and prioritizing high-risk areas. Marty Cagan’s framework of risks—value risk, usability risk, feasibility risk, and business viability risk—provides a valuable lens through which to evaluate these decisions and choose your most important tasks.
Here’s a breakdown of these risks and how to prioritize them:
Value Risk
What it is: The risk that customers won’t find the feature or product valuable.
How to prioritize: Focus on this risk first, as delivering value is the cornerstone of product success. Conduct customer interviews, surveys, or market research to validate that the feature solves a real problem.
Example: If you’re unsure whether a new feature will resonate with users, validate the concept with a small user group before committing to development.
Usability Risk
What it is: The risk that users won’t understand or be able to use the feature effectively.
How to prioritize: If the value is validated, shift focus to usability. Engage designers early to create prototypes and conduct usability testing with target users.
Example: If usability is a concern, create wireframes or prototypes and test them with a sample of users to gather feedback before full-scale development.
Feasibility Risk
What it is: The risk that the team can’t build the feature due to technical constraints or limitations.
How to prioritize: After value and usability are confirmed, assess technical feasibility Collaborate with engineers to explore technical challenges, effort scores, and identify potential roadblocks.
Example: If a feature requires advanced technology, work with your development team to create a proof of concept to ensure it’s feasible before proceeding.
Business Viability Risk
What it is: The risk that the feature won’t align with the business’s strategic goals or won’t be profitable.
How to prioritize: Consider this risk last, once you’re confident in value, usability, and feasibility. Engage with stakeholders (like your sales team) to ensure the feature aligns with business objectives and financial models.
Example: If the feature could impact revenue or costs significantly, work with your finance and strategy teams to model its impact before development.
How to test risks
Once risks have been identified, it’s essential to test them effectively. Here’s a detailed example of how to approach testing:
Scenario
A product manager identifies a high level of usability risk in a proposed feature.
Action: The product manager collaborates with the design team to create low-fidelity prototypes of the feature.
Testing: These prototypes are tested with users in a controlled environment, such as through user testing sessions or A/B testing.
Outcome: The feedback gathered from these tests helps the team refine the design, addressing usability concerns before any code is written.
The benefit? This approach saves development time and ensures that the final product is user-friendly and meets customer needs.
How to implement the Learn-Prioritize-Build approach
To successfully implement the learn-prioritize-build approach, product teams need to establish a clear framework for assessing and communicating risks. This involves:
Risk Framework: Create a robust framework that outlines the different types of risks—value, usability, feasibility, and business viability—and how to assess them.
Data Collection Methodologies: Decide on the methodologies your team will use to gather the necessary data to score these risks accurately. This could include customer interviews, surveys, data analysis, and usability testing.
Stakeholder Buy-In: Secure buy-in from key stakeholders, including senior leadership, to ensure that the approach is understood, supported, and integrated into the broader product development process.
Conclusion
Shifting from a build-measure-learn cycle to a learn-prioritize-build approach empowers product teams to develop more customer-centric solutions while reducing the risk of failure. By prioritizing learning, product managers can make informed decisions that lead to more effective and efficient product development.
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