How Community and Product Teams Can Build Awesome Products Together
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Transcript of How Community and Product Teams Can Build Awesome Products Together
How Community & Product Can Build Awesome Products Together
Jason @Evanish
June 12, 2014
Let me tell you a story…
By @Evanish#CMXSummit
By @Evanish#CMXSummit
Goal Today:Teach you the Product Development process.
The Product Lifecycle
1: Gather Signal
1
By @Evanish#CMXSummit
The Product Lifecycle
1: Gather Signal 2: Prioritize
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By @Evanish#CMXSummit
The Product Lifecycle
1: Gather Signal 2: Prioritize
3: Build
12
3
By @Evanish#CMXSummit
The Product Lifecycle
1: Gather Signal 2: Prioritize
4: Launch
3: Build
12
3
4
By @Evanish#CMXSummit
The Product Lifecycle
1: Gather Signal
5: Iterate
2: Prioritize
4: Launch
3: Build
12
3
4
5
By @Evanish#CMXSummit
1: Gather Signal
12
3
4
5
By @Evanish#CMXSummit
Don’t Give Them a Huge Feature Request List.
By @Evanish#CMXSummit
Do help them understand customer problems.
By @Evanish#CMXSummit
By @Evanish#CMXSummit
Use 5 Why’s Root Cause Analysis
Why?
The Real Problem.
Why?
Why?
Why?
By @Evanish#CMXSummit
Example: Big feature request vs. small feature update
By @Evanish#CMXSummit
1: Gather Signal Goal Communicate Problems, not Features. Ask why.
By @Evanish#CMXSummit
2: Prioritize
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3
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5
By @Evanish#CMXSummit
Don’t take “No” personally.
By @Evanish#CMXSummit
17
Do help them understand the business impact.
By @Evanish#CMXSummit
Quantify what you relay to your Product team
• How much time are you spending on this task?
• How many users does this impact?
• How many users are churning because of this?
• How would solving this increase revenue?
By @Evanish#CMXSummit
Example: oneforty spammers
By @Evanish#CMXSummit
2: Prioritize GoalQuantify & share the value of your problems.
By @Evanish#CMXSummit
3: Build
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3
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5
By @Evanish#CMXSummit
Don’t try to do the their job.
By @Evanish#CMXSummit
“… in my excitement I told product what I thought the community wanted, and then how exactly to make it and what it should look like
Natalia Krasnodebska
… I managed to piss off every product manager on the team.”
Do bring community into the product.
By @Evanish#CMXSummit
Ways to get community into the product
• Dog food features pre launch.
• Invite Product into conversations with the community.
• Share examples from others.
By @Evanish#CMXSummit
Example: Product Hunt
By @Evanish#CMXSummit
3: Build Goal Build a product that fitsyour community.
By @Evanish#CMXSummit
4: Launch
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By @Evanish#CMXSummit
Don’t promise a release date to your community.
By @Evanish#CMXSummit
29
Do help the product team with early adopter users.
By @Evanish#CMXSummit
How to collaborate on a launch
• Help anticipate issues.• Get your community excited.• Let users know they're heard. • Create documentation and
education in advance.
By @Evanish#CMXSummit
Example: oneforty toolkits
By @Evanish#CMXSummit
4: Launch GoalBuild excitement and involve users early.
By @Evanish#CMXSummit
5: Iterate
12
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By @Evanish#CMXSummit
Don’t separate yourself from the product team.
By @Evanish#CMXSummit
Launch Story
Do help product understand community feedback.
By @Evanish#CMXSummit
Do help product understand community feedback.
By @Evanish#CMXSummit
How to connect product to the community.
• Introduce the users who requested the feature.
• Relay feedback.• Connect Product to a
spectrum of users.• Share how you make
passionate, power users.
By @Evanish#CMXSummit
Example: Customer drinks and dinners
By @Evanish#CMXSummit
5: Iterate Goal Bring the voice of the community to product.
By @Evanish#CMXSummit
1: Gather Signal
1
By @Evanish#CMXSummit
Community & the Product Lifecycle
1: Problems, not Features
1
By @Evanish#CMXSummit
Community & the Product Lifecycle
1: Problems, not Features
2: Prioritize
12
By @Evanish#CMXSummit
Community & the Product Lifecycle
1: Problems, not Features
2: Quantify Value
12
By @Evanish#CMXSummit
Community & the Product Lifecycle
1: Problems, not Features
2: Quantify Value
3: Build
12
3
By @Evanish#CMXSummit
Community & the Product Lifecycle
1: Problems, not Features
2: Quantify Value
3: Add the Personality
12
3
By @Evanish#CMXSummit
Community & the Product Lifecycle
1: Problems, not Features
2: Quantify Value
4: Launch
3: Add the Personality
12
3
4
By @Evanish#CMXSummit
Community & the Product Lifecycle
1: Problems, not Features
2: Quantify Value
4: Engage & Excite
3: Add the Personality
12
3
4
By @Evanish#CMXSummit
Community & the Product Lifecycle
1: Problems, not Features
5: Iterate
2: Quantify Value
4: Engage & Excite
3: Add the Personality
12
3
4
5
By @Evanish#CMXSummit
Community & the Product Lifecycle
1: Problems, not Features
5: Bring their Voice
2: Quantify Value
4: Engage & Excite
3: Add the Personality
12
3
4
5
By @Evanish#CMXSummit
Community & the Product Lifecycle
By @Evanish#CMXSummit
Jason Evanish
How can I help?
[email protected]: @Evanish
Want to be a Better Manager? Check out my startup: GetLighthouse.com
Want to learn more about Product?Sign up for my ebook: BeCustomerDriven.com