Opportunity trees, how to grow and care for them

Presented by Jenn Atkins, Product Designer at Snag for the May 16th 2018 lightning talks.

Transcript

1. Opportunity Trees How to grow and care for them
2. Opportunity Trees The happy medium
3. Opportunity trees structure ideas in a meaningful way so that your team can align, prioritize and experiment with what to build in order to achieve a desired outcome.
4. Problem = Opportunity
5. Opportunity Trees Great to use for • Team alignment on opportunities. • Getting into a cadence of dual track discovery and delivery. • Communicating with leadership and stakeholders.
6. Step 1: Choose your tree Start with your desired outcome
7. Step 2: Plant the seeds Talk to your users. Feel their pain. Gain a deep understanding of their journey.
8. Step 2: Plant the seeds (continued) Talk to your users. Feel their pain. Gain a deep understanding of their journey. Meet Andrea • Planning to take the GRTC* to and from work. • One way takes her an hour. Driving takes 13 minutes!!
9. Step 3: Nurture your sapling Synthesize your learnings. Start to create your second layer–the layer of opportunity. • Opportunities are rooted in user research • Group similar paint points together, these will stem up to an opportunity. Tip: Frame your opportunities using first person, the way your customer would say it.
10. Step 4: Give it water and light When we generate more ideas, we generate better ideas. Is this a good solution?
11. Step 4: Give it water and light (continued) When we generate more ideas, we generate better ideas. Which of these solutions is best?
12. Step 4: Give it water and light (continued) When we generate more ideas, we generate better ideas. Give it a try • Pick ONE opportunity and think of a few solutions.
13. Step 5: Prune your branches Lightning workshop - Cut the weakest solutions Market Factors • Who are your competitors, and what are they focusing on? • How might this differentiate you from other competitors? Opportunity assessment Company Factors • How well does it fit in with our company/ product vision & strategy? • What reality factors exist? Customer Factors • Most value for your customers? • Basic needs vs. opportunity to delight • How satisfied are they with the current solution?
14. Step 6: Shape your tree Run experiments to validate which solutions are best Status Launched 4/18, in progress Launched 4/16, complete Opportunity Interview no shows Marketing engagement Hypothesis We believe if we decrease the number of days out available to schedule an interview we will have less no shows. We believe that if we optimize the Snag Work video on the job details page it will provide more context about the network. Experiment Limited number of available days from five to three on scheduling tool Edited the video to show closed captioning, mute by default and auto play. Success Criteria Improved no show rate More views and increase apply intent Outcome We saw our lowest no show rate the week after release, followed by a high increase in no show rate the week after. Continuing experiment, not statistically significant. Max views after launch was 143 in a day, previous to change it was 5-13 views a day. No significant improvement over impressions, removed video.
15. Admire its beauty Watch your tree evolve. Source Watch the outcomes • Start balancing multiple opportunities, solutions, and experiments. • Measure success and make adjustments as you go. • Consider other opportunities learned that may inform a new desired outcome. • Spend time twice a quarter to grow, prune and shape your tree.
16. Become a product environmentalist and plant trees in your organization.
17. Resources Learn more about the Opportunity Tree • Watch Teresa’s talk from Mind the Product 2017 • Subscribe to ProductTalk.org • Check out training courses and workshops
18. Thank you.