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Introducing continuous experimentation in large software-intensive product and service organisations
(2017)
Software development in highly dynamic environments imposes high risks to development organizations. One such risk is that the developed software may be of only little or no value to customers, wasting the invested development efforts.Continuous experiment ation, as an experiment-driven development approach, may reduce such development risks by iteratively testing product and service assumptions that are critical to the success of the software. Although several experiment-driven development approaches are available, there is little guidance available on how to introduce continuous experimentation into an organization. This article presents a multiple-case study that aims at better understanding the process of introducing continuous experimentation into an organization with an already established development process. The results from the study show that companies are open to adopting such an approach and learning throughout the introduction process. Several benefits were obtained, such as reduced development efforts, deeper customer insights, and better support for development decisions. Challenges included complex stakeholder structures, difficulties in defining success criteria, and building experimen- tation skills. Our findings indicate that organizational factors may limit the benefits of experimentation. Moreover, introducing continuous experimentation requires fundamental changes in how companies operate, and a systematic introduction process can increase the chances of a successful start.
The business landscape is changing radically because of software. Companies in all industry sectors are continously finding new flexibilities in this programmable world. They are able to deliver new functionalities even after the product is already in the customer's hands. But success is far from guaranteed if they cannot validate their assumptions about what their customers actually need. A competitor with better knowledge of customer needs can disrupt the market in an instant.
This book introduces continuous experimentation, an approach to continuously and systematically test assumptions about the company's product or service strategy and verify customers' needs through experiments. By observing how customers actually use the product or early versions of it, companies can make better development decisions and avoid potentially expensive and wasteful activities. The book explains the cycle of continuous experimentation, demonstrates its use through industry cases, provides advice on how to conduct experiments with recipes, tools, and models, and lists some common pitfalls to avoid. Use it to get started with continuous experimentation and make better product and service development decisions that are in-line with your customers' needs.