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Balanced Product Strategy @CENNYDD · CENNYDD.COM

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“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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Design got its seat at the table. @CENNYDD

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What happens at the table? @CENNYDD

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

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Strategy loves data. @CENNYDD

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Evidence is becoming ideological. @CENNYDD

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But data can blind us. @CENNYDD

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@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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@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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@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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@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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Quality Change

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Quality Change

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

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

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

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

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

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@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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Fewer, better targets. @CENNYDD Tip 1

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@CENNYDD Try ‘mutually destructive pairs’. Tip 2

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

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

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

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

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

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@CENNYDD Make product strategy a shared responsibility. Tip 4

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Better strategy = better products. @CENNYDD

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Thank you! @CENNYDD · CENNYDD.COM