BONUS: Gojko Adzic on Optimizing Products for Long-Tail Users (Agile Online Summit 2024 Replay)

In this BONUS episode, we revisit Gojko Adzic’s insightful interview at the Agile Online Summit 2024. Gojko, an award-winning author and software expert, unpacks the principles behind his latest book, Lizard Optimization, offering a fresh perspective on improving product usability by addressing the needs of long-tail users. From learning from unexpected user behaviors to refining products with a systematic approach, this episode is filled with practical tips for product teams and Agile practitioners.

What is Lizard Optimization?

Drawing from his experiences as a product developer, Gojko introduces the idea of Lizard Optimization. He discusses how observing unexpected user behaviors led him to refine his SaaS tools like Narakeet and MindMup. By focusing on usability challenges and unusual patterns, he has turned serendipity into actionable insights.

“Users aren’t stupid—they’re just finding creative ways to get value from your product. Listen to them.”

Gojko explains the inspiration behind the metaphor of the “Lizardman constant,” a concept from a Scott Alexander blog post. He describes how this principle applies to product optimization: understanding and addressing the 4% of surprising, unexplainable behaviors can uncover opportunities for innovation.

“The job isn’t to judge users—it’s to explore why they’re doing what they’re doing and how we can help them succeed.”

The High-Level Process of Lizard Optimization

Gojko outlines the systematic process described in his book to leverage unexpected user behavior:

1. Observe Misuse: Identify how users deviate from expected patterns.

2. Extract Insights: Focus on one unexpected behavior as a signal.

3. Remove Obstacles: Help users achieve their goals more easily.

4. Monitor Impacts: Detect and adjust for unintended consequences.

“Start monitoring for the predictable but unexpected—those hidden gems can unlock your next big feature.”

Practical Advice for Product Teams

For teams ready to apply these concepts, Gojko emphasizes the importance of expanding observability tools to include product metrics and not just technical ones. He shares how tracking unpredictable user actions can inspire impactful changes.

“About a third of what we do delivers value—focus on finding where unexpected value lies.”

Recommended Resources

To dive deeper into these ideas, Gojko recommends:

• Trustworthy Online Controlled Experiments by Ron Kohavi

• Evidence Guided by Tim Herbig

• LizardOptimization.org

“Experimentation and evidence-based decision-making are the keys to building better products.”

Closing Thoughts: “Look for the Unexpected”

Gojko’s parting advice for Agile practitioners is simple yet powerful: Look for the unexpected. By embracing surprises in user behavior, teams can transform minor inconveniences into major opportunities for growth.

“The unexpected is where innovation begins.”

About Gojko Adzic

Gojko Adzic is an award-winning author, speaker, and product creator. His books, including Lizard Optimization, Impact Mapping, and Specification by Example, have become essential reads for Agile practitioners and product teams worldwide. Gojko is a 2019 AWS Serverless Hero, the winner of the 2016 European Software Testing Outstanding Achievement Award, and the 2011 Most Influential Agile Testing Professional Award. He has also co-founded several successful SaaS tools, including Narakeet, MindMup, and Votito.

You can link with Gojko Adzic on LinkedIn.