Balanced Product Strategy

Transcript

1. Balanced Product Strategy
   @CENNYDD · CENNYDD.COM
   

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2. “Since the very first table was
   invented, designers have complained
   they didn't have a seat at it.”
   @CENNYDD
   BRADEN KOWITZ
   

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3. Design got its seat at the table.
   @CENNYDD
   

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4. What happens at the table?
   @CENNYDD
   

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5. @CENNYDD
   Strategy, simply
   Identify challenges & priorities
   Decide where to go
   Plan how to get there
   

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6. Strategy loves data.
   @CENNYDD
   

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7. Evidence is becoming ideological.
   @CENNYDD
   

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8. But data can blind us.
   @CENNYDD
   

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9. @CENNYDD
   Data-driven risks
   Playing it safe
   Copycat strategies
   Metrics that don’t matter
   Flawed data, flawed decisions
   Experimentation trumps coherence
   

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10. @CENNYDD
    Data-driven risks
    Playing it safe
    Copycat strategies
    Metrics that don’t matter
    Flawed data, flawed decisions
    Experimentation trumps coherence
    

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11. @CENNYDD
    Data-driven risks
    Playing it safe
    Copycat strategies
    Metrics that don’t matter
    Flawed data, flawed decisions
    Experimentation trumps coherence
    

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12. @CENNYDD
    Data-driven risks
    Playing it safe
    Copycat strategies
    Metrics that don’t matter
    Flawed data, flawed decisions
    Experimentation trumps coherence
    

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13. Quality
    Change
    

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14. Quality
    Change
    

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15. @CENNYDD
    Data-driven risks
    Playing it safe
    Copycat strategies
    Metrics that don’t matter
    Flawed data, flawed decisions
    Experimentation trumps coherence
    

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16. @CENNYDD
    Data-driven risks
    Playing it safe
    Copycat strategies
    Metrics that don’t matter
    Flawed data, flawed decisions
    Experimentation trumps coherence
    

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17. @CENNYDD
    Data-driven risks
    Playing it safe
    Copycat strategies
    Metrics that don’t matter
    Flawed data, flawed decisions
    Experimentation trumps coherence
    

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18. “A billion dollar company was never
    built off better button colours.”
    @CENNYDD
    INTERCOM
    

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19. @CENNYDD
    Data-driven risks
    Playing it safe
    Copycat strategies
    Metrics that don’t matter
    Flawed data, flawed decisions
    Experimentation trumps coherence
    

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20. Metrics are valuable advisers,
    but tyrannical masters.
    @CENNYDD
    

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21. Be data-informed, not data-driven.
    @CENNYDD
    

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22. @CENNYDD
    The strategy process
    1. External environment
    2. Internal environment
    3. How might things change?
    4. Generate options
    5. Evaluate options
    6. Iterate
    

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23. @CENNYDD
    The strategy process
    1. External environment
    2. Internal environment
    3. How might things change?
    4. Generate options
    5. Evaluate options
    6. Iterate
    

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24. @CENNYDD
    The strategy process
    1. External environment
    2. Internal environment
    3. How might things change?
    4. Generate options
    5. Evaluate options
    6. Iterate
    

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25. @CENNYDD
    The strategy process
    1. External environment
    2. Internal environment
    3. How might things change?
    4. Generate options
    5. Evaluate options
    6. Iterate
    

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26. @CENNYDD
    The strategy process
    1. External environment
    2. Internal environment
    3. How might things change?
    4. Generate options
    5. Evaluate options
    6. Iterate
    

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27. @CENNYDD
    The strategy process
    1. External environment
    2. Internal environment
    3. How might things change?
    4. Generate options
    5. Evaluate options
    6. Iterate
    

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28. @CENNYDD
    The strategy process
    1. External environment
    2. Internal environment
    3. How might things change?
    4. Generate options
    5. Evaluate options
    6. Iterate
    

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29. @CENNYDD
    The strategy process
    1. External environment
    2. Internal environment
    3. How might things change?
    4. Generate options
    5. Evaluate options
    6. Iterate
    

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30. Design should know
    the language of metrics.
    @CENNYDD
    

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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
    

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32. But it’s better to figure out the right
    metrics from scratch.
    @CENNYDD
    

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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
    

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34. Fewer, better targets.
    @CENNYDD
    Tip 1
    

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35. @CENNYDD
    Try ‘mutually destructive pairs’.
    Tip 2
    

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36. @CENNYDD
    Try ‘mutually-destructive pairs’.
    Market share + customer satisfaction
    Revenue per user + retention
    App Store ratings + time to market
    

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37. @CENNYDD
    Market share + customer satisfaction
    Revenue per user + retention
    App Store ratings + time to market
    Try ‘mutually-destructive pairs’.
    

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38. @CENNYDD
    Market share + customer satisfaction
    Revenue per user + retention
    App Store ratings + time to market
    Try ‘mutually-destructive pairs’.
    

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39. @CENNYDD
    Remind people that data
    isn’t just quantitative.
    Tip 3
    

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40. @CENNYDD
    Remind people that data
    isn’t just quantitative.
    Tip 3
    

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41. @CENNYDD
    Make product strategy a
    shared responsibility.
    Tip 4
    

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42. Better strategy = better products.
    @CENNYDD
    

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43. Thank you!
    @CENNYDD · CENNYDD.COM
    

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