vandapokecz-brightonseo-presentation-September 2023

In this presentation Vanda gave an insight into the SEO Product Management World. Specifically she talked about product discovery and design sprints.

Transcript

1. Are SEOs like Architects? An SEO Product Manager’s Story Vanda Pókecz Ladenzeile GmbH Speakerdeck.com/vandalillapokecz @vanda_lilla
4. Option 1 Handymen €25000 +€ 2500/yr #brightonSEO @vanda_lilla
5. Option 1 Handymen €25000 +€ 2500/yr Option 2 Architect + handymen €50000 #brightonSEO @vanda_lilla
6. Structural Changes? #brightonSEO @vanda_lilla
7. SEO relevant technical questions? #brightonSEO @vanda_lilla
8. Listening products that work for both human users & bots #brightonSEO @vanda_lilla
9. User research Surveys, interviews… #brightonSEO @vanda_lilla
10. Inspired by: productboard Product Discovery
11. Product Team PM, Designer, Engineer, Others #brightonSEO @vanda_lilla
12. Solution = feasible, usable, sellable #brightonSEO @vanda_lilla
13. Understand user needs Define, validate and prioritise problem to solve Ideate Prototype Test #brightonSEO @vanda_lilla
14. Continuous Product Discovery A loop where discovery and delivery feed each other #brightonSEO @vanda_lilla
15. Design Sprint does not equal Product Discovery #brightonSEO @vanda_lilla
16. Second Hand Landing Page
17. New Main Menu #brightonSEO @vanda_lilla
18. Product Card Rework #brightonSEO @vanda_lilla
19. Product Card Most of the content! Changes can impact important user signals
20. Research & Testing #brightonSEO @vanda_lilla
21. Do you have all the information you need? #brightonSEO @vanda_lilla
22. Design Sprint #brightonSEO @vanda_lilla
23. Long term goal, metrics and risks definitions #brightonSEO @vanda_lilla
24. Lightning demo Competitor inspiration #brightonSEO @vanda_lilla
25. Empathy Mapping #brightonSEO @vanda_lilla
26. How might we make our product card adaptable to users’ product specific information need? #brightonSEO @vanda_lilla
27. Sketch - Crazy 8 #brightonSEO @vanda_lilla
28. Solution sketch -> Mockups by designers #brightonSEO @vanda_lilla
29. Prototype 1 #brightonSEO @vanda_lilla
30. 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
31. User survey → Experimentation → Development #brightonSEO @vanda_lilla
32. Experiment map - test planning #brightonSEO @vanda_lilla
33. Prioritization #brightonSEO @vanda_lilla
34. Iteration #brightonSEO @vanda_lilla
35. Things we messed up…
36. It is a problem to have no PROBLEM definition #brightonSEO @vanda_lilla
37. No clear description of roles and responsibilities #brightonSEO @vanda_lilla
38. Underestimation of potential blockers #brightonSEO @vanda_lilla
39. Failing can become success as long as we LEARN #brightonSEO @vanda_lilla
40. Key learnings
41. It is important to have clear definitions set early on #brightonSEO @vanda_lilla
42. User testing does not always need to be expensive or complicated #brightonSEO @vanda_lilla
43. Such cross-departmental work promotes buy-in #brightonSEO @vanda_lilla
44. If you opt for a design sprint your designer should take drive on picking exercises #brightonSEO @vanda_lilla
45. 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
46. Thank you! Vanda Pókecz Ladenzeile GmbH linkedin.com/in/vanda-pokecz vanda.pokecz@ladenzeile.com @vanda_lilla