Balanced Product Strategy

Transcript

1. Balanced Product Strategy @CENNYDD · CENNYDD.COM
2. “Since the very first table was invented, designers have complained they didn't have a seat at it.” @CENNYDD BRADEN KOWITZ
3. Design got its seat at the table. @CENNYDD
4. What happens at the table? @CENNYDD
5. @CENNYDD Strategy, simply Identify challenges & priorities Decide where to go Plan how to get there
6. Strategy loves data. @CENNYDD
7. Evidence is becoming ideological. @CENNYDD
8. But data can blind us. @CENNYDD
9. @CENNYDD Data-driven risks Playing it safe Copycat strategies Metrics that don’t matter Flawed data, flawed decisions Experimentation trumps coherence
10. @CENNYDD Data-driven risks Playing it safe Copycat strategies Metrics that don’t matter Flawed data, flawed decisions Experimentation trumps coherence
11. @CENNYDD Data-driven risks Playing it safe Copycat strategies Metrics that don’t matter Flawed data, flawed decisions Experimentation trumps coherence
12. @CENNYDD Data-driven risks Playing it safe Copycat strategies Metrics that don’t matter Flawed data, flawed decisions Experimentation trumps coherence
13. Quality Change
14. Quality Change
15. @CENNYDD Data-driven risks Playing it safe Copycat strategies Metrics that don’t matter Flawed data, flawed decisions Experimentation trumps coherence
16. @CENNYDD Data-driven risks Playing it safe Copycat strategies Metrics that don’t matter Flawed data, flawed decisions Experimentation trumps coherence
17. @CENNYDD Data-driven risks Playing it safe Copycat strategies Metrics that don’t matter Flawed data, flawed decisions Experimentation trumps coherence
18. “A billion dollar company was never built off better button colours.” @CENNYDD INTERCOM
19. @CENNYDD Data-driven risks Playing it safe Copycat strategies Metrics that don’t matter Flawed data, flawed decisions Experimentation trumps coherence
20. Metrics are valuable advisers, but tyrannical masters. @CENNYDD
21. Be data-informed, not data-driven. @CENNYDD
22. @CENNYDD The strategy process 1. External environment 2. Internal environment 3. How might things change? 4. Generate options 5. Evaluate options 6. Iterate
23. @CENNYDD The strategy process 1. External environment 2. Internal environment 3. How might things change? 4. Generate options 5. Evaluate options 6. Iterate
24. @CENNYDD The strategy process 1. External environment 2. Internal environment 3. How might things change? 4. Generate options 5. Evaluate options 6. Iterate
25. @CENNYDD The strategy process 1. External environment 2. Internal environment 3. How might things change? 4. Generate options 5. Evaluate options 6. Iterate
26. @CENNYDD The strategy process 1. External environment 2. Internal environment 3. How might things change? 4. Generate options 5. Evaluate options 6. Iterate
27. @CENNYDD The strategy process 1. External environment 2. Internal environment 3. How might things change? 4. Generate options 5. Evaluate options 6. Iterate
28. @CENNYDD The strategy process 1. External environment 2. Internal environment 3. How might things change? 4. Generate options 5. Evaluate options 6. Iterate
29. @CENNYDD The strategy process 1. External environment 2. Internal environment 3. How might things change? 4. Generate options 5. Evaluate options 6. Iterate
30. Design should know the language of metrics. @CENNYDD
31. @CENNYDD Net Promoter Score Customer satisfaction User ratings (eg App Store) Monthly Active Users (MAUs) Daily Active Users (DAUs) DAU:MAU ratio Market share Lifetime Value (LTV) Average revenue (ARPDAU) Cost per interaction User retention/churn Page views Unique visitors Session time Brand recognition Press & social mentions Tean morale Design team retention Time to market Patent applications Projects in pipeline Conversion Break-even rate Share of sales from new products
32. But it’s better to figure out the right metrics from scratch. @CENNYDD
33. @CENNYDD The HEART framework Happiness – measures of user attitudes Engagement – level of user involvement Adoption – new users of feature Retention – rate at which users return Task success – how well users can achieve goals
34. Fewer, better targets. @CENNYDD Tip 1
35. @CENNYDD Try ‘mutually destructive pairs’. Tip 2
36. @CENNYDD Try ‘mutually-destructive pairs’. Market share + customer satisfaction Revenue per user + retention App Store ratings + time to market
37. @CENNYDD Market share + customer satisfaction Revenue per user + retention App Store ratings + time to market Try ‘mutually-destructive pairs’.
38. @CENNYDD Market share + customer satisfaction Revenue per user + retention App Store ratings + time to market Try ‘mutually-destructive pairs’.
39. @CENNYDD Remind people that data isn’t just quantitative. Tip 3
40. @CENNYDD Remind people that data isn’t just quantitative. Tip 3
41. @CENNYDD Make product strategy a shared responsibility. Tip 4
42. Better strategy = better products. @CENNYDD
43. Thank you! @CENNYDD · CENNYDD.COM