The good, the bad and the ugly - Product Development - AUG Nairobi

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The Good, The Bad & The Ugly Product Development By Claudio Cossio
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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

  • Its 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

  • Lets 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 persons 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 users 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 Users 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