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Test Driven Product 
Development 
Thursday, September 20th, 2014 
@davidjbland 
David J Bland
Product 
Death 
Cycle 
@davidjbland
“We launch a 2014 
product with a 1970’s 
software process using 
management techniques 
from the 1920’s.” 
@davidjbland
Eric Ries – The Lean Startup 
start 
here 
@davidjbland
Requirements = Hypotheses 
@davidjbland
We believe that [doing this] 
For [these people] 
Will result in [this outcome] 
We will know this is true when 
[quantitative/qualitative] 
@davidjbland
What do you 
measure? 
@davidjbland
Empathy Stickiness Growth 
Adapted from Croll & Yoskovitz 
@davidjbland
Testing for Empathy 
Quantitative: 
Acquisition 
Activation 
Qualitative: 
Awareness 
Hopefulness 
Adapted from Croll, Yoskovitz, McClure, Vlaskovitz, Cooper 
@davidjbland
Testing for Empathy 
Have the problem? 
Aware of the problem? 
Actively seeking a solution? 
Hacked together a solution? 
@davidjbland
Testing for Stickiness 
Quantitative: 
Activation 
Retention 
Qualitative: 
Hopefulness 
Satisfaction 
Adapted from Croll, Yoskovitz, @davidjbland McClure, Vlaskovitz, Cooper
Testing for Stickiness 
Signing up? 
Using it more than once? 
Opening your emails? 
Willing to talk to you? 
@davidjbland
Testing for Growth 
Quantitative: 
Referral 
Revenue 
Qualitative: 
Satisfaction 
Passion 
Adapted from Croll, Yoskovitz, @davidjbland McClure, Vlaskovitz, Cooper
Testing for Growth 
Giving you money? 
Telling their friends? 
Writing about you? 
Asking for more? 
@davidjbland
Stop assuming our 
requirements are 
based in reality. 
@davidjbland
Stop efficiently delivering 
products that no one uses. 
@davidjbland
Start ruthlessly testing 
our assumptions. 
@davidjbland
Start building products 
that matter. 
@davidjbland
Thank You! 
david@neo.com 
@davidjbland

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Test Driven Product Development Product Summit 2014