vandapokecz-brightonseo-presentation-September 2023

Slide 1

Slide 1 text

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

Slide 2

Slide 2 text

No content

Slide 3

Slide 3 text

No content

Slide 4

Slide 4 text

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

Slide 5

Slide 5 text

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

Slide 6

Slide 6 text

Structural Changes? #brightonSEO @vanda_lilla

Slide 7

Slide 7 text

SEO relevant technical questions? #brightonSEO @vanda_lilla

Slide 8

Slide 8 text

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

Slide 9

Slide 9 text

User research Surveys, interviews… #brightonSEO @vanda_lilla

Slide 10

Slide 10 text

Inspired by: productboard Product Discovery

Slide 11

Slide 11 text

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

Slide 12

Slide 12 text

Solution = feasible, usable, sellable #brightonSEO @vanda_lilla

Slide 13

Slide 13 text

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

Slide 14

Slide 14 text

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

Slide 15

Slide 15 text

Design Sprint does not equal Product Discovery #brightonSEO @vanda_lilla

Slide 16

Slide 16 text

Second Hand Landing Page

Slide 17

Slide 17 text

New Main Menu #brightonSEO @vanda_lilla

Slide 18

Slide 18 text

Product Card Rework #brightonSEO @vanda_lilla

Slide 19

Slide 19 text

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

Slide 20

Slide 20 text

Research & Testing #brightonSEO @vanda_lilla

Slide 21

Slide 21 text

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

Slide 22

Slide 22 text

Design Sprint #brightonSEO @vanda_lilla

Slide 23

Slide 23 text

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

Slide 24

Slide 24 text

Lightning demo Competitor inspiration #brightonSEO @vanda_lilla

Slide 25

Slide 25 text

Empathy Mapping #brightonSEO @vanda_lilla

Slide 26

Slide 26 text

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

Slide 27

Slide 27 text

Sketch - Crazy 8 #brightonSEO @vanda_lilla

Slide 28

Slide 28 text

Solution sketch -> Mockups by designers #brightonSEO @vanda_lilla

Slide 29

Slide 29 text

Prototype 1 #brightonSEO @vanda_lilla

Slide 30

Slide 30 text

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

Slide 31

Slide 31 text

User survey → Experimentation → Development #brightonSEO @vanda_lilla

Slide 32

Slide 32 text

Experiment map - test planning #brightonSEO @vanda_lilla

Slide 33

Slide 33 text

Prioritization #brightonSEO @vanda_lilla

Slide 34

Slide 34 text

Iteration #brightonSEO @vanda_lilla

Slide 35

Slide 35 text

Things we messed up…

Slide 36

Slide 36 text

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

Slide 37

Slide 37 text

No clear description of roles and responsibilities #brightonSEO @vanda_lilla

Slide 38

Slide 38 text

Underestimation of potential blockers #brightonSEO @vanda_lilla

Slide 39

Slide 39 text

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

Slide 40

Slide 40 text

Key learnings

Slide 41

Slide 41 text

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

Slide 42

Slide 42 text

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

Slide 43

Slide 43 text

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

Slide 44

Slide 44 text

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

Slide 45

Slide 45 text

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

Slide 46

Slide 46 text

Thank you! Vanda Pókecz Ladenzeile GmbH linkedin.com/in/vanda-pokecz [email protected] @vanda_lilla