The good, the bad and the ugly - Product Development - AUG Nairobi
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Transcript of The good, the bad and the ugly - Product Development - AUG Nairobi
The Good, The Bad & The Ugly Product
DevelopmentBy Claudio Cossio
This is just a glimpse of the Product Development Process
House Keeping
Working on building products @Nearsoft LABS
Claudio Cossio - @ccossio
Building a product is hard
It’s not just code
● Understand the problem● Build a desirable solution for it
Corporate Innovation has some key challenges
Continuous innovation & core business
3 Horizons
➔ Mature business
➔ Rapidly growing business
➔ Emerging business
Focus Management Tools Goals
Implementing them requires
Mature Business
Improve current businesses
Investment budget & detailed business plans
Rapid Growing Business
Build new businesses
Building strategy, investment budget, detailed business plans & new ventures
Emerging Business
Build new businesses
New ventures plans & research
➔ New opportunities
➔ Pattern recognition & in-house experimentation
➔ Business Model Innovation
Focused in extending an existing business
Search & Execution
It is not about the product, it is about the JOB it does for the USER
The Good
➔ People are always happy to lend a hand
➔ Personal touches go a long way
➔ A humble approach is the key to “all” doors.
The Bad
➔ Everyone is super busy
➔ You will occasionally create SPAM
➔ Fine line between intrusion/permission
The Ugly
➔ You will get blocked or not allowed in groups
➔ A sorry might not work
➔ People can take legal action
Opportunities
Considerations
➔ Is it an original idea?
➔ Is it a pain reliever?
➔ Which industry are you focusing?
➔ Doable in a set time?
Agenda
➔ Problem assumption
➔ Identify personas
➔ User interviews
Let’s Start
IDENTIFY PERSONAS USER INTERVIEWS CONCLUSIONPROBLEM ASSUMPTION
IDENTIFY PERSONAS USER INTERVIEWS CONCLUSIONPROBLEM ASSUMPTION
Describe the problem
10 min
➔ Customer needs
➔ Customer desires
➔ The problem you are solving
Provisional Personas
20 to 30 min
IDENTIFY PERSONAS USER INTERVIEWS CONCLUSIONPROBLEM ASSUMPTION
➔ Facts
➔ Problems
➔ Behaviours
➔ Needs & Goals
Facts
● Professional○ Marketing.○ Development.○ Management position (number of people he
collaborates with).○ Describe his role in the workplace.○ Remote or distributed.○ Languages.
● Technical○ Heavy tech user.○ Mobile or desktop.○ Number of hours in front of the computer.○ Tech stack or platforms she prefers
● Gender○ Male / Female / LGBT.
● Age● Scholar Degree
● Physical● Organizational● Communication● Cultural● Trends● Financial● Etc
Problems
They are descriptions of the person’s daily activities
that resonate with your proposed solution.
● Interaction with other areas.● They way they communicate with their peers.● Perception of value.● Situations that frustrate them.● What motivates them to take action.
Behaviours
Needs.● Make his daily activities efficient/fun/collaborative.● Is essential to his work/life.● Lacks results from current product or services.
Goals.● Individual and/or Group.● Organizational and/or Department.● Professional and/or Personal.
Needs & Goals
White paper or board
User Interviews
15 to 20 min
USER INTERVIEWS CONCLUSIONPROBLEM ASSUMPTION IDENTIFY PERSONAS
➔ Determine user➔ Channels & Influencers➔ Goals & Purchase intent➔ User/Product fit➔ Context of use➔ Future use
USER INTERVIEWS CONCLUSIONPROBLEM ASSUMPTION IDENTIFY PERSONAS
Customer Archetype● Know them deeply● Understand their “day”● Their interests & interactions
Get a complete view● How can your product improve their activities● Is it a nice to have or GOT to have
Determine the User
Channels● How they find information ● Natural mediums to the industry
Influencers● Who is a reference in their perspective● Decision maker - yes/no
Channels & Influencers
Goals● The need your product meets● Value from a user’s perspective● Type of benefit: Time/Money/Social/Performance
Purchase● Identify sales cycle● Requirements to make a purchase
Goals & Purchase intent
Behaviours● Determine if they will use your solution● Hypotheses (guesses) vs Facts● Data -> what does it mean?
Insights● Discover other opportunities● Sizing the opportunity & market● Existing market or New market
User/Product fit
USER INTERVIEWS CONCLUSIONPROBLEM ASSUMPTION IDENTIFY PERSONAS
No competition = No Customers
Assumptions● How they do their job● User’s share your same problem assumption● Ask questions to match your assumptions● Routines● How a customer spends his day● Identify their pain points
Context of use
Changes in the product & problem● Use of it during a period of time● Life expectancy for the solution● Potential to be a platform● Missing opportunities
Future Use
USER INTERVIEWS CONCLUSIONPROBLEM ASSUMPTION IDENTIFY PERSONAS
Confirm that the USER has a real problem
USER INTERVIEWS CONCLUSIONPROBLEM ASSUMPTION IDENTIFY PERSONAS
Generate Data & Insights
Conclusion
● This is just the beginning● You need to prepare for it● Less than 10 people is just a
focus group● You need to talk to 5-10 people
each week● Understanding the problem and
the customer● Prioritize the features based on
customer needs