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vandapokecz-brightonseo-presentation-September 2023

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.

Vanda Pokecz

September 15, 2023
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Transcript

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

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

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

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  6. Structural Changes?
    #brightonSEO @vanda_lilla

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  7. SEO relevant technical questions?
    #brightonSEO @vanda_lilla

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

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  9. User research
    Surveys, interviews…
    #brightonSEO @vanda_lilla

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  10. Inspired by: productboard
    Product Discovery

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

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  12. Solution = feasible, usable, sellable
    #brightonSEO @vanda_lilla

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

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

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  15. Design Sprint does not equal
    Product Discovery
    #brightonSEO @vanda_lilla

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  16. Second Hand Landing Page

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  17. New Main Menu
    #brightonSEO @vanda_lilla

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  18. Product Card Rework
    #brightonSEO @vanda_lilla

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

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  20. Research & Testing
    #brightonSEO @vanda_lilla

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

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  22. Design Sprint
    #brightonSEO @vanda_lilla

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

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  24. Lightning demo
    Competitor inspiration
    #brightonSEO @vanda_lilla

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  25. Empathy Mapping
    #brightonSEO @vanda_lilla

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

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  27. Sketch - Crazy 8
    #brightonSEO @vanda_lilla

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  28. Solution sketch -> Mockups by designers
    #brightonSEO @vanda_lilla

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  29. Prototype 1
    #brightonSEO @vanda_lilla

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  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

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  31. User survey → Experimentation → Development
    #brightonSEO @vanda_lilla

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  32. Experiment map - test planning
    #brightonSEO @vanda_lilla

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  33. Prioritization
    #brightonSEO @vanda_lilla

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  34. Iteration
    #brightonSEO @vanda_lilla

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  35. Things we messed up…

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

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  37. No clear description of
    roles and responsibilities
    #brightonSEO @vanda_lilla

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  38. Underestimation of
    potential blockers
    #brightonSEO @vanda_lilla

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

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  40. Key learnings

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

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

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

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

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  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

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

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