Innovation: Defining and Delivering Customer Focussed Digital Products

How to birth the unicorn products of tomorrow.

Transcript

1. Technology Business Customer Innovation: Defining and Delivering Customer-Focused Digital Products . . . . . . . . . . . . . . . . . . . . . . . . By Duncan Malcolm DuncanMalcolm.com
2. Technology Business Customer Value 1908 1947 3500 BC
3. Technology Business Customer Value 1985 2003 1969
4. Technology Business Customer Value 1472 1998 ? Tomorrow
5. Technology Business Customer THE RATE OF TECHNOLOGICAL CHANGE IS ACCELERATING
6. Technology Business Customer
7. Technology Business Customer “He or she is responsible for evaluating opportunities and determining what gets built and delivered to customers.” Marty Cagan, SVPG
8. Technology Business Customer Market Segmentation Product Definition Strategy Competitive Landscape User Personas User Research Domain Knowledge Analytics Design Sense Growth Leadership Innovation Testing Positioning & Pricing Product Vision
9. Technology Business Customer
10. Technology Business Customer
11. Technology Business Customer Market Segmentation Strategy Competitive Landscape User Personas User Research Domain Knowledge Analytics Testing Positioning & Pricing Product Definition Design Sense Growth Leadership Innovation Product Vision Evaluating What gets built
12. Technology Business Customer Market Segmentation Strategy Competitive Landscape User Personas User Research Domain Knowledge Analytics Testing Positioning & Pricing Product Definition Design Sense Growth Leadership Innovation Product Vision
13. Technology Business Customer User feedback Testing Competitive landscape Growth
14. Technology Business Customer
15. Technology Business Customer
16. Technology Business Customer Obey my rule! (HIPPO)
17. Technology Business Customer M monzi Revolti STERLING
18. Technology Business Customer M monzi Revolti STERLING
19. Technology Business Customer
20. Technology Business Customer x10 not 10% (Thank you Ken Norton!)
21. Technology Business Customer
22. Technology Business Customer
23. Technology Business Customer
24. Technology Business Customer
25. Technology Business Customer Pains Problems Feelings Beliefs
26. Technology Business Customer Main Job to be Done Related Jobs to be Done Functional aspects Emotional aspects Personal dimension Social dimension Functional aspects Emotional aspects Personal dimension Social dimension Jobs to be done
27. Technology Business Customer Stickies Want to buy first house (x50) Can’t save enough money (x34) Need to get a better job (x43) Student loan worries (x12) Don’t know the purpose of life (x5) Don’t like sharing a flat (x22) Too many late/ overdue fees (x18)
28. Technology Business Customer “Inspiration” Survey of banking customers
29. Technology Business Customer Stickies Want to buy first house (x50) Can’t save enough money (x34) Need to get a better job (x43)
30. Technology Business Customer Market Segmentation Strategy Competitive Landscape User Personas User Research Domain Knowledge Analytics Testing Positioning & Pricing
31. Technology Business Customer The future is helping graduates buy their first house Better saving more Learn about mortgages Follow property market Spend less Get paid more Ideas
32. Technology Business Customer We’re on track! Competitors Segments
33. Technology Business Customer
34. Technology Business Customer The future is helping graduates buy their first house
35. Technology Business Customer
36. Technology Business Customer Usability: Can users figure out how to use it? Value: Will anyone buy it? Feasibility risk: Can we technically build it? Business viability risk: Can our business sell, market & support it?
37. Technology Business Customer
38. Technology Business Customer
39. Technology Business Customer Need to get paid more (x12) Need to spend less (x5) Need to work towards a goal (x3) Problems Solutions • Structured training • Personal coaching • Interview coaching • CV writing • Weekly category spending limits • Store discounts • Spending notifications • Clever analytics • Savings goals • Savings leaderboards • Gauranteed mortgage scheme • Other incentives Product
40. Technology Business Customer
41. Technology Business Customer
42. Technology Business Customer
43. Technology Business Customer Version 1
44. Technology Business Customer Backlog
45. Technology Business Customer We love graduates and always have! CEO
46. Technology Business Customer Duncan Malcolm @duncan_m DuncanMalcolm.com Image credits: Jackson_S7R, Wikipedia, eucalyp, Freepik, Surang, Good Ware, Chanut, Becris, geotatah, turkkub, dDara, monkik, Kiranshastry, Daniel Bruce, Smartline, Zlatko Najden, Pixel perfect, Pause08, Iconnice, Becris, Vitaly Gorbach, Eucalp, Lucy G, Smashicons, EpicCoders, Simpleicon,