Double-Loop 1.0

Thanks to the hard work of Dennis Crothers, Michael Ogrydziak, and Ryan Aipperspach, the first version of Double-Loop is ready for early users. This post is meant to explain why and how to use version 1.0. If you’d like access, please fill out the form at the bottom of the post. And thanks to Peter Fenyvesi for suggesting I create a page like this!

Why use Double-Loop 1.0?

The hypotheses of Double-Loop 1.0 is that your product development process will continually improve if you enact the following key behaviors.

Behavior #1: After each launch or event related to your product, record what happened and its expected impact.

Consequence: You will design each new iteration with clearer objectives and measurable hypotheses.

Behavior #2:  When time passes after a launch, loop back to capture the results relative to the expected impact.

Consequence: You will discover false assumptions in your thinking. You will improve your ability to design and forecast successful launches moving forward.

Behavior #3: Allow all team members to read and author the history of your product.

Consequence: Your company’s collective knowledge of the product will increase along with confidence in product development efforts.

Double-Loop will provide you the support and structure to consistently apply the above behaviors and reap the rewards. By helping you create a history of your company’s past launches and learning, Double-Loop will transform your company’s ability to make the right bets moving forward.

How to use Double-Loop 1.0?

The purpose of version 1.0 is simple: use Double-Loop to build a timeline of launches and other events related to your product. To illustrate, here’s a portion of the timeline we’ve built at my company.


Creating & Editing Events

As soon as you accept your invitation, you will arrive at a screen where you can create your first event. An event can be a launch, or anything that might affect your product like a marketing campaign, news story, or Google algorithm change. For each event, you can record the summary, details, expected impact, tags, team, and screenshots. Each event will be viewable in your overall timeline and on its own dedicated page. You can edit previously created events to add results or make any updates.

The largest barrier to finding value in Double-Loop 1.0 is the potential resistance you might have to recording events every time something happens relevant to your product. We have plans to address this (see the “Increase Stickiness” section below), but in the meantime I urge you to stick with it by consistently recording events and notifying your team of updates. As your timeline grows, the value compounds. Soon, you will enjoy creating Double-Loop events as a satisfying post-launch ritual.

Adding Team Members

Double-Loop grows in value with each new team member that joins. To invite folks, click the “Team Members” link in the top navigation and provide their emails. All team members will be able to the view and edit the timeline.

Adding More Timelines

By default, your Double-Loop subdomain is loaded with one timeline titled “General.” Like with Slack channels, it’s advisable to be conservative with adding new timelines. If you do want to add more timelines to a support a bigger team, click on your user menu in the upper right of the top navigation to find the “Add timeline” option.

Future Versions of Double-Loop

We’ve been using Double-Loop at my company for a few months now and it’s become indispensable. It took a bit to get in the habit of recording events, but now that we have a history captured, Double-Loop has helped us be more methodical in our product approach, connect changes in our metrics to deployments, and communicate our impact to the broader company. That said, there’s a lot more to come which I place in two buckets: increasing stickiness and growing the value proposition.

After you spend some time with version 1.0, I would love your thoughts on how to prioritize the many possible enhancements. New ideas are welcome too!

Increasing Stickiness

These features are intended to keep Double-Loop in the forefront of your mind.

  • Integration with your deployment process. Add a Double-Loop API call to your deployment script to automatically create events with releases.
  • Integration with project management software and GitHub. Automatically populate launch events with release notes generated from project management tasks and code commits.
  • Slack integration. Slack notifications when new events are created and automated reminders to update the results of previous events.

Growing the Value Proposition

These features are intended to increase your motivation to store your product history in Double-Loop.

  • Analytics integration. Add graphs from services like Google Analytics above the launch timeline to help you connect product events with changes to key metrics.
  • Search. Search and filter using all event attributes; team members, tags, etc..
  • Screenshot annotation. Streamlined workflow for taking screenshots of launches and annotating pertinent details.


Wanna give Double-Loop a Try?

–> Take this survey


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