vandapokecz-brightonseo-presentation-September 2023

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Are SEOs like Architects? An SEO Product Manager’s Story Vanda Pókecz Ladenzeile GmbH Speakerdeck.com/vandalillapokecz @vanda_lilla

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Option 1 Handymen €25000 +€ 2500/yr #brightonSEO @vanda_lilla

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Option 1 Handymen €25000 +€ 2500/yr Option 2 Architect + handymen €50000 #brightonSEO @vanda_lilla

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Structural Changes? #brightonSEO @vanda_lilla

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SEO relevant technical questions? #brightonSEO @vanda_lilla

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Listening products that work for both human users & bots #brightonSEO @vanda_lilla

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User research Surveys, interviews… #brightonSEO @vanda_lilla

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Inspired by: productboard Product Discovery

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Product Team PM, Designer, Engineer, Others #brightonSEO @vanda_lilla

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Solution = feasible, usable, sellable #brightonSEO @vanda_lilla

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Understand user needs Define, validate and prioritise problem to solve Ideate Prototype Test #brightonSEO @vanda_lilla

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Continuous Product Discovery A loop where discovery and delivery feed each other #brightonSEO @vanda_lilla

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Design Sprint does not equal Product Discovery #brightonSEO @vanda_lilla

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Second Hand Landing Page

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New Main Menu #brightonSEO @vanda_lilla

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Product Card Rework #brightonSEO @vanda_lilla

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Product Card Most of the content! Changes can impact important user signals

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Research & Testing #brightonSEO @vanda_lilla

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Do you have all the information you need? #brightonSEO @vanda_lilla

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Design Sprint #brightonSEO @vanda_lilla

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Long term goal, metrics and risks definitions #brightonSEO @vanda_lilla

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Lightning demo Competitor inspiration #brightonSEO @vanda_lilla

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Empathy Mapping #brightonSEO @vanda_lilla

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How might we make our product card adaptable to users’ product specific information need? #brightonSEO @vanda_lilla

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Sketch - Crazy 8 #brightonSEO @vanda_lilla

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Solution sketch -> Mockups by designers #brightonSEO @vanda_lilla

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Prototype 1 #brightonSEO @vanda_lilla

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User Testing Type of test: Mix of remote and in-person moderated interviews Number of participants: 10 Tester target specs: 25-54 years old, German speaking, familiar with the concept of comparison sites #brightonSEO @vanda_lilla

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User survey → Experimentation → Development #brightonSEO @vanda_lilla

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Experiment map - test planning #brightonSEO @vanda_lilla

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Prioritization #brightonSEO @vanda_lilla

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Iteration #brightonSEO @vanda_lilla

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Things we messed up…

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It is a problem to have no PROBLEM definition #brightonSEO @vanda_lilla

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No clear description of roles and responsibilities #brightonSEO @vanda_lilla

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Underestimation of potential blockers #brightonSEO @vanda_lilla

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Failing can become success as long as we LEARN #brightonSEO @vanda_lilla

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Key learnings

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It is important to have clear definitions set early on #brightonSEO @vanda_lilla

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User testing does not always need to be expensive or complicated #brightonSEO @vanda_lilla

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Such cross-departmental work promotes buy-in #brightonSEO @vanda_lilla

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If you opt for a design sprint your designer should take drive on picking exercises #brightonSEO @vanda_lilla

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List of exercises #brightonSEO @vanda_lilla Definitions (goals, metrics, risks, problem) Sketching (Crazy 8, Solution) Mapping Decision (heat map, speed critique, straw poll, super decision) How Might We Storyboarding Lightning demo Empathy mapping Sorting

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Thank you! Vanda Pókecz Ladenzeile GmbH linkedin.com/in/vanda-pokecz vanda.pokecz@ladenzeile.com @vanda_lilla