What do lizards have to do with product growth? In this episode, Gojko Adzic reveals how unusual user behaviors can unlock massive opportunities for product innovation. Discover the four steps to mastering "Lizard Optimization" and learn how you can turn strange user actions into game-changing insights.

Overview

In this episode of the Agile Mentors Podcast, host Brian Milner chats with Gojko Adzic about his new book, Lizard Optimization. Gojko explains the concept of finding product growth signals in strange user behaviors, sharing examples where unexpected user actions led to product breakthroughs.

He outlines a four-step process for optimizing products by learning, zeroing in, removing obstacles, and double-checking. Gojko also discusses helpful tools like session recorders and observability tools that can enhance product development by uncovering and addressing unique user behaviors.

References and resources mentioned in the show:

Gojko Adzic

50% OFF Lizard Optimization by Gojko Adzic

Mismatch: How Inclusion Shapes Design by Kat Holmes

Trustworthy Online Experiments by Ron Kohavi

Advanced Certified Scrum Product Owner®

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This episode’s presenters are:

Brian Milner is SVP of coaching and training at Mountain Goat Software. He's passionate about making a difference in people's day-to-day work, influenced by his own experience of transitioning to Scrum and seeing improvements in work/life balance, honesty, respect, and the quality of work.

Gojko Adzic is an award-winning software consultant and author, specializing in agile and lean quality improvement, with expertise in impact mapping, agile testing, and behavior-driven development. A frequent speaker at global software conferences, Gojko is also a co-creator of MindMup and Narakeet, and has helped companies worldwide enhance their software delivery, from large financial institutions to innovative startups.

Auto-generated Transcript:

Brian (00:00 )

Welcome in Agile Mentors. We're back for another episode of the Agile Mentors podcast. I'm with you as always, Brian Milner. And today, very special guest we have with us. have Mr. Goiko Atshich with us. I hope I said that correctly. Did I say it correctly? Close enough. Okay. Well, welcome in, Goiko. Glad to have you here.

Gojko (00:15 )

Close enough, close enough.

Brian (00:21 )

Very, very, very happy to have Goiko with us. If you're not familiar with Goiko's name, you probably are familiar with some of his work. One of the things I was telling him that we teach in our advanced product owner class every time is impact mapping, which is a tool that Goiko has written about and kind of come up with on his own as well.

Gojko (00:21 )

Thank you very much for inviting me.

Brian (00:47 )

But today we're having him on because he has a new book coming out called Lizard Optimization, Unlock Product Growth by Engaging Long Tail Users. And I really wanted to talk to him about that and help him explain, have him explain to us a little bit about this idea, this new concept that his new book is about. So, Goiko, let's talk about it. Lizard Optimization, in a nutshell, what do you mean by that? What is it?

Gojko (01:14 )

We're going to jump into that, but I just need to correct one of the things you said. I think it's very, very important. You said I came up with impact mapping and I didn't. I just wrote a popular book about that. And it's very important to credit people who actually came up with that. It's kind of the in -use design agency in Sweden. And I think, you know, they should get the credit for it. I literally just wrote a popular book.

Brian (01:19 )

Okay. Gotcha. Gotcha, gotcha. Apologies for that incorrect. Thank you for making that correction. So lizard optimization.

Gojko (01:44 )

So, lizard optimization. Good. So, lizard optimization is an idea to find signals for product ideas and product development ideas in strange user behaviors. When you meet somebody who does something you completely do not understand, why on earth somebody would do something like that?

Brian (02:03 )

Okay.

Gojko (02:11 )

and it looks like it's not done by humans, it looks like it's done by somebody who follows their own lizard logic, using stuff like that as signals to improve our products. Not just for lizards, but for everybody. So the idea came from a very explosive growth phase for one of the products I'm working on, where it... had lots of people doing crazy things I could never figure out why they were doing it. For example, one of the things the tool does is it helps people create videos from PowerPoints. You put some kind of your voiceover in the speaker notes, the tool creates a video by using text to speech engines to create voiceover from the speaker notes, aligns everything and it's all kind of for you. People kept creating blank videos and paying me for this. I was thinking about why on earth would somebody be creating blank videos and it must be a bug and if it's a bug then they want their money back and they'll complain. So I chased up a few of these people and I tried to kind of understand what's going on because I originally thought we have a bug in the development pipeline for the videos. So... I started asking like, you know, I'm using some, I don't know, Google slides or, you know, keynote or whatever to produce PowerPoints. Maybe there's a bug how we read that. And the person, no, no, we, know, official Microsoft PowerPoint. They said, well, can you please open the PowerPoint you uploaded? Do you see anything on the slides when you open it? And the person, no, it's blank. Right? Okay, so it's blank for you as well. I said, yeah. So.

Brian (03:48 )

Yeah.

Gojko (03:54 )

What's going on? so what I've done is through UX interviews and iterating with users and research, we've made it very, very easy to do advanced configuration on text -to -speech. And it was so much easier than the alternative things that people were creating blank PowerPoints just to use the text -to -speech engines so they can then extract the audio track from it.

Brian (03:54 )

Yeah, why?

Gojko (04:23 )

and then use that and it was this whole mess of obstacles I was putting in front of people to get the good audio. It wasn't the original intention of the tool. It wasn't the original value, but people were getting unintended value from it. And then I ended up building just a very simple screen for people to upload the Word document instead of PowerPoints. And it was much faster for users to do that. A month later, there was many audio files being built as videos. Two months later, audio... production overtook video production. then at the moment, people are building many, many more audio files than video files on the platform. So it was an incredible growth because of this kind of crazy insight of what people were doing. kind of usually, at least kind of in the products I worked on before, when you have somebody abusing the product, product management fight against it. There's a wonderful story about this in... Founders at work a book by Jessica Livingston and she talks about this kind of group of super smart people in late 90s who Came up with a very very efficient Cryptography algorithm and a way to compute the cryptography so they can run it on low -power devices like Paul pilots Paul pilots were you know like mobile phones, but in late 90s and Then they had to figure out, how do we monetize this? Why would anybody want to do this? So they came up with the idea to do money transfer pumping, Palm pilots, you know, why not? And kind of the built a website. This was the late nineties as a way of just demoing this software to people who didn't have a Palm pilot device next to them. The idea was that you'd kind of see it on the website, learn about it, then maybe download the Palm pilot app and use it in anger. People kept just using the website, they're not downloading the Palm Pilot app. So the product management really wasn't happy. And they were trying to push people from the website to the Palm Pilot app. were trying to, they were fighting against people using this for money transfer on the web and even prohibiting them from using the logo and advertising it. They had this whole thing where nobody could explain why users were using the website because it was a demo thing. It was not finished. It was not sexy. It was just silly. And Jessica kind of talks to one of these people who insists that it was totally inexplicable. Nobody could understand it. But then a bit later, they realized that the website