Solve the right problems - Create a Clear Product & Experience Strategy
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Transcript of Solve the right problems - Create a Clear Product & Experience Strategy
Solve the Right ProblemsCreating a Clear Product & Experience Strategy
Aureliuswww.aureliuslab.com
@AureliusLab
Brought to you by:
WHY WE’RE HERE
Talkin’ ‘bout that sweet product strategy
Creating a clear strategy for your product and user experience
Getting everyone aligned
Solve the right problems
Build stuff that matters most for your company and your customers
OUR AGENDA (tentatively)
10:00 Opening Introductions & Voting
10:15 Goals
10:25 User Research
10:35 - break -
10:45 Creating User Research Insights
10:55 Making & Communicating Design/Product Decisions
11:00 Measuring Success
11:10 Final Considerations
11:15 Wrap Up / Q & A
11:30 FIN
11:45 …you ain’t gotta go home but you can’t stay here…
SOME OF THE THINGS THAT ARE NOT ON OUR AGENDA BECAUSE WE WON’T BE TALKING ABOUT THEM
Marketing Strategy/Execution
Operations & Running a Company
Building a Business End to End
Business Strategy
Legal & Finance (…really?)
• why we’re here
• outline/what we’ll cover + timetable (what we won’t cover)
• about me, about Aurelius
• what is product strategy? what is experience strategy?
WHO ARE YOU PEOPLE?
Aureliusaureliuslab.com
CEO, Co-FounderZack Naylor
“An informed, intentional approach for a product or service driven by both customer needs/behavior and the goals that will maximize your success as an organization.”
@zacknaylor@Aureliuslab #TCSW16#productstrategy
WHAT EXACTLY IS PRODUCT STRATEGY?
A collection of smart, informed decisions
@zacknaylor@Aureliuslab #TCSW16#productstrategy
GOALS
Define what we are trying to accomplish, how it
will affect the experience and what should
happen as a result of this project or effort.
GOALS
• what we are trying to do as a business
• who we are serving
• what problem we are solving for customer, our
company, or both
“Goals should convey our intentions in a way that explains the expected benefit to both our company and our customers”
@zacknaylor@Aureliuslab #TCSW16#productstrategy
statements to improve a certain metric in a vacuum
profitability targets
prescriptive of a solution or action
GOOD PRODUCT/UX STRATEGY GOALS ARE NOT…
EXAMPLES OF GOOD PRODUCT STRATEGY GOALS
“Improve our new customer on-boarding process”
“Provide more meaningful content for our first time visitors”
“Deliver deeper value to product managers with our add on mobile app”
“Better enable designers and product managers the ability to
communicate designs, features and product recommendations”
Aurelius
EXAMPLES OF GOOD PRODUCT STRATEGY GOALS
“Effective strategic goals provide definition for what good design or product decisions are”
@zacknaylor@Aureliuslab #TCSW16#productstrategy
DEFINING GOALS
An effective strategic goal for your product/experience should have…
Statement of what we’re trying to accomplish
Expected impact to the product/experience
Success indicators
Better enable designers and product managers the ability to communicate designs, features and product recommendations
More people signing up for the product
Statement of what we’re trying to accomplish
Expected impact to the product/experience
Success indicators
Improve AdoptionImprove Customer Retention
DEFINING GOALS
New vs. Existing Product/Service
Company Duration or Maturity
Market and Audience
Considerations to have…
USER RESEARCH
Why user research is absolutely critical…
Identify customer needs and behavior
Define what problems exist and more importantly why
It’s the way we learn how to meet our strategic goals
MISCONCEPTIONS ABOUT RESEARCH
“we don’t need research”
“too much time/money”
“we lack the expertise”
“quantitative data vs qualitative data”
“our experience vs customer perspective”
“In a startup no facts exist inside the building, only opinions.”
@zacknaylor@Aureliuslab
Steve Blank - The Four Steps to the Epiphany
#TCSW16#productstrategy
DOING THE RIGHT RESEARCH FOR YOU
Better enable designers and product managers the ability to communicate designs, features and product recommendations
Step 1:
Review your goal(s)…
DOING THE RIGHT RESEARCH FOR YOU
Better enable designers and product managers the ability to communicate designs, features and product recommendations
Step 2:
Form research questions…
Better enable designers and product managers the ability to communicate designs, features and product recommendations
How do designers/product managers communicate designs/features/product recommendations today?
What is the process of creating a design/feature/product recommendation for most designers and product managers?
What challenges in communication exist for designers/product managers in their roles today?
What tool(s) do they use to do this work today?
DOING THE RIGHT RESEARCH FOR YOU
current tools
Step 3:
Create themes and/or categories to collect notes…
processcommunication challenges
designers product managers
COMMON RESEARCH METHODS
Usability Testing
User Interviews
Field Study/Contextual Inquiry
Web Analytics
CONDUCTING THE RESEARCH
Be relatively organized and prepared
Take notes about EVERYTHING
Follow your themes and categories to ensure you’re collecting relevant notes and data to your goals
OTHER CONSIDERATIONS
How many users/customers to research with
Incentives
Duration of research sessions and your entire study
Where, when and how
CREATING INSIGHTS FROM RESEARCH NOTES
Applying meaning to raw research data
Raw Data + Context = Insight
CREATING INSIGHTS FROM RESEARCH NOTES
Creating insights beyond raw data is absolutely critical because…
We need to communicate what we learned from customers about how to meet our goal(s)
Decision-making from singular or raw data points is dangerous
Meaning is worth more than fact
Raw Data
tools
process
People struggle to show their
teams why a design decision/
recommendation is best
because they use separate tools
for tracking research and actual
product/project actions
Research notes about…
+ Context = Insight
Understanding of “why”
we saw/heard what you did
“You are not entitled to your opinion. You are entitled to your informed opinion. No one is entitled to be ignorant.”
@zacknaylor@Aureliuslab
Harlan Ellison
#TCSW16#productstrategy
DECISIONS
Make decisions or recommendations
that create a clear connection between
the research insights and our goals
RESEARCH INSIGHT
GOAL
DECISION
Create a page or view that shows the links between research insights, goals and the decision/recommendation made
Success Indicators:
Better enable designers and product managers the ability to communicate
designs, features and product recommendations
Which should help us: Improve Adoption and Customer Retention
More people signing up for the product
People struggle to show their teams why a design decision/recommendation is
best because they use separate tools for tracking research and actual product/
project actions
We should…
…because we learned…
…which will help us…
METRICS
Choose metrics that tie back to our goal
and its success indicators that will
measure the success of each decision.
METRICS
Example Metrics:GOAL
NPS
Total time on site/page
Sign Up Count
Better enable designers and product managers the ability to communicate designs, features and product recommendations
Success Indicators:
Which should help us: Improve Adoption and Customer Retention
More people signing up for the product
Follow up Surveys/Usability Testing
METRICS
Considerations for choosing metrics…
New vs Existing products/features
Quantitative AND Qualitative
Available Measurement Sources
PRODUCT STRATEGY
DECISION DECISION DECISION DECISION DECISION DECISION DECISION
PRODUCT STRATEGY
ORGANIZATION VISION STATEMENT ORGANIZATION VISION STATEMENT
FINAL CONSIDERATIONS
Market opportunityIndustry
Operations and logisticsResources
TimingBudget
ROI“business goals”
Technology landscape or advances
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