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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

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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

    View Slide

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

    View Slide

  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

    View Slide

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

    View Slide

  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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