How Product Thinking Shapes Our Future

How Product Thinking Shapes Our Future

How products shape our lives, how they fail us, why they do so, and how deep, reflective Product Thinking can help avoiding that. (Talk at SXSW, March 2018)

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Wolfgang Wopperer-Beholz

March 11, 2018
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Transcript

  1. How Product Thinking Shapes Our Future KP Frahm & Wolfgang

    Wopperer-Beholz March 11th | SXSW 2018
  2. Wolfgang

  3. Wolfgang Production

  4. Wolfgang Production Customers

  5. Wolfgang Production Customers Motivations

  6. Wolfgang Production Customers Motivations Goals

  7. Wolfgang Production Customers Motivations Goals Klaus

  8. Wolfgang Production Customers Motivations Goals Klaus Production

  9. Wolfgang Production Customers Motivations Goals Klaus Production Enabler

  10. Wolfgang Production Customers Motivations Goals Klaus Production Enabler Driver

  11. Wolfgang Production Customers Motivations Goals Klaus Production Enabler Driver Goals

  12. So, products.

  13. product A good, idea, method, information, object or service created

    as a result of a process and serving a need or satisfying a want. It has a combination of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers a buyer for purchase.
  14. What do you think: 
 How many products are in

    this room right now? http://photoblog.statesman.com/sxsw-interactive-and-!lm-fest-and-sx-creates-equals-a-lot-going-on-for-a-sunday
  15. Our guess:

  16. Our guess: More than 50,000.

  17. https://unsplash.com/photos/ewGMqs2tmJI

  18. https://unsplash.com/photos/ewGMqs2tmJI 150 + 50 + 300 = 500

  19. https://unsplash.com/photos/0O6Fv3Ff_XI

  20. https://unsplash.com/photos/0O6Fv3Ff_XI 250 · 5 · 3 = 2,000

  21. https://unsplash.com/photos/9RpDzXTlNh8

  22. https://unsplash.com/photos/9RpDzXTlNh8 250 · 6 · 3 = 4,500

  23. https://www.verizonwireless.com/smartphones/apple-iphone-x/

  24. https://www.verizonwireless.com/smartphones/apple-iphone-x/

  25. https://de.i!xit.com/Teardown/iPhone+X+Teardown/98975 https://www.verizonwireless.com/smartphones/apple-iphone-x/

  26. https://de.i!xit.com/Teardown/iPhone+X+Teardown/98975 https://www.verizonwireless.com/smartphones/apple-iphone-x/ 250 · (90 + 40 · 3) =

    52,500
  27. That’s a total of 59,500.

  28. We’re literally surrounded by products.

  29. They shape our lives more than anything else.

  30. But who shapes them?

  31. We do.

  32. Products as Engineering

  33. Products as Engineering Products as Marketing

  34. Products as Engineering Products as Marketing Products as UX

  35. Products as Engineering Products as Marketing Products as UX Products

    as Strategy
  36. https://commons.wikimedia.org/wiki/File:Google_Glass_Front.jpg

  37. https://www.vox.com/2015/4/23/8472539/new-coke-cola-wars

  38. https://www.atlassian.com/blog/announcements/trello-power-ups-for-atlassian-suite

  39. https://www.justgiving.com/campaigns/charity/playpumps/playpumpscampaign2016

  40. https://www.continuuminnovation.com/en/what-we-do/case-studies/swi"er/

  41. https://gizmodo.com/stop-swi"ering-1715262802

  42. https://www.wired.com/story/inside-facebook-mark-zuckerberg-2-years-of-hell

  43. http://www.people-press.org/2017/10/05/1-partisan-divides-over-political-values-widen/

  44. Products fail on different levels, but always for the same

    reasons:
  45. 1. Product innovation is 
 a complex system.

  46. https://medium.com/startup-tools/okrs-5afdc298bc28

  47. https://www.id.iit.edu/models/disney-business-model

  48. http://sdwise.com/wp-content/uploads/2013/07/World-Dynamics-model.gif

  49. 2.Complex systems exhibit nonlinear dynamics.

  50. https://imgur.com/gallery/jTwBneM

  51. 3. We really suck at this kind of stuff.

  52. https://xkcd.com/605/

  53. We need a mindset and methodology for product innovation that

    takes its complexity seriously.
  54. Strategy Engineering Marketing UX

  55. Feasibility Strategy Engineering Marketing UX

  56. Feasibility M arketability Strategy Engineering Marketing UX

  57. Feasibility M arketability D esirability Strategy Engineering Marketing UX

  58. Viability Feasibility M arketability D esirability Strategy Engineering Marketing UX

  59. Viability Feasibility M arketability D esirability Product Strategy Engineering Marketing

    UX
  60. Jason Cale · #NEXT16

  61. We need a shared 
 mental model of product innovation’s

    complexity.
  62. Strategy Engineering Marketing UX Viability Feasibility M arketability D esirability

    Product
  63. Product

  64. Product

  65. Product

  66. Product

  67. None
  68. https://www.nma.vc/

  69. https://www.instagram.com/nma_vc/

  70. We need to embrace 
 all of the context.

  71. None
  72. Introduction inside outside Realization purpose implementation

  73. Introduction inside outside Realization purpose implementation

  74. Introduction inside outside Realization purpose implementation development goals moral values

    user motivations company goals
  75. Introduction inside outside Realization purpose implementation development goals moral values

    user motivations company goals user cohorts market segments our shared world our society
  76. We need to 
 constantly learn 
 through our products.

  77. None
  78. Decide

  79. Decide Build

  80. Decide Build Test

  81. Decide Build Test Understand

  82. Decide Build Test Understand Product

  83. Decide Build Test Understand Product

  84. Decide Build Test Understand Product Decide Build Test Understand

  85. Decide Build Test Understand Product Decide Build Test Understand Decide

    Build Test Understand
  86. We need deep
 Product Thinking.

  87. None
  88. None
  89. read.productfield.com @theproductfield @kpfrahm @wowo101