João M. D. Moura
CEO & Founder at Gioco
@joaomdmoura
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Create a product is
Easy!
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Why
Develop
Products?
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Why
Develop
Products?
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Introduction
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Introduction Growth
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Introduction Growth Maturity
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Introduction Growth Maturity Decline
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1998
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1998
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Introduction
Growth
Maturity
Decline
1
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Introduction
Growth
Maturity
Decline
Innovation
1
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Introduction
Growth
Maturity
Decline
Innovation
1
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Innovation
generates emotion
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Emotion
+
Dopamine
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Innovation
How to produce
?
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Let’s ask our customers
what they want
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Let’s ask our customers
what they want
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If I asked my customers what they
wanted, they would say it was a
faster horse
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If I asked my customers what they
wanted, they would say it was a
faster horse
Henry Ford
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Some people say, give
customers what they want,
this is not my case
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Some people say, give
customers what they want,
this is not my case
Steve Jobs
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Observation
2
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Observation
raw material of
Innovation
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Observation
It is not stalking your user
raw material of
Innovation
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Observation
It is not stalking your user
but almost
raw material of
Innovation
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Need
not what they want
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The people don’t want a
quarter-inch drill,
!
They need a quarter-
inch hole.
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JOBS
to be
DONE
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JOBS
to be
DONE
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JOBS
to be
DONE
Clayton Christensen
Professor and researcher at Harvard
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many levels of
Need
Ativa
Comum
Contextual
Qualificada
Preciso de conexões socials
Preciso de conexões
Preciso conhecer pessoas no Meetup
Preciso ir ao Agile Vale Meetup
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Active I need more social connections
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Active I need more social connections
Common I need connections
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Active I need more social connections
Common I need connections
Contextual I need to meet people at the Meetup
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Active I need more social connections
Common I need connections
Contextual I need to meet people at the Meetup
Qualified I need to go to Agile Vale Meetup
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Business
Value
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Anything that increases the
probability of people
give you money
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Metrics
for the win!
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If affects the business value,
add a metric.
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home page
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home page
sign up
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home page
sign up
signed
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home page
sign up
signed
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home page
sign up
signed 1%
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home page
sign up
signed 1%
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home page
sign up
signed 1%
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home page
sign up
signed 1%
20%
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home page
sign up
signed 1%
20%
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home page
sign up
signed 1%
5%
20%
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home page
sign up
signed 1%
5%
20%
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home page
sign up
signed 1%
5%
20%
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The metrics that really impress
you and your team are
probably wrong
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A productis not a product
until sold, otherwise it’s just a
piece at a museum.
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A productis not a product
until sold, otherwise it’s just a
piece at a museum.
Theodore Levitt
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What the people
like to talk about?
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What the people
like to talk about?
Hint: it’s not your product
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About themselves
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About what they
were able to achieve
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What you want to
they speak about
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What you want to
they speak about
Hint: it’s your product
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Give your customers
what they need
to achieve what they want
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They still will talk about
what they achieved.
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But about how your product
helped them to get there.
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Review
step by step
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1
innovation
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1
inovação
2
observation
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1
inovação
2
observação
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1
inovação
2
observação
3
metrics
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If you don’t know where you are
going, you will end up at
another another place
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João M. D. Moura
CEO & Founder at Gioco
@joaomdmoura
gioco.pro