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Balanced Product Strategy

Balanced Product Strategy

cennydd

May 19, 2016
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  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