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Think product workshop at J. Boye 14, awaken the Steve Jobs in you
 

Think product workshop at J. Boye 14, awaken the Steve Jobs in you

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A presentation I used in a workshop at the J. Boye conference 2014 in Philadelphia

A presentation I used in a workshop at the J. Boye conference 2014 in Philadelphia

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    Think product workshop at J. Boye 14, awaken the Steve Jobs in you Think product workshop at J. Boye 14, awaken the Steve Jobs in you Presentation Transcript

    • Think Product Awaken the Steve Jobs in You @rolandbenedetti @ J.Boye Philadelphia 2014
    • Few words about the product person in me My last 15 years: ! • Team Lead on CRM Web Apps for Telcos / Cap Gemini • Architect / Pixelpark (full service agency) • Consultant / Degetel & Solo • Project Lead at Musiwave (now Microsoft) • VP Product Management at eZ Systems (WCM vendor) • VP Products & Marketing at Nuxeo (ECM vendor) • VP Product Management at eZ Systems (WCM vendor)
    • A look 10 years back
    • Breaking the Buzzword Wall #UX #TMTLAS...? #WEM #CXM #WCXM #UXP #UXM Customer Experience Management Employee Experience Management UserExperiencePlatform ... let’s speak simply about things! #CMS #wcm #Death By Tla #CEM
    • ☐ Client/device software capabilities ☐ Requirements, the problem we try to solve ☐ Network capabilities ☐ Server capabilities ☐ User expectations and relations to digital applications What changed the most in the CMS/CEM space since 2000s? Submit
    • What changed, what didn’t ! Flexible Content Architecture 1-1 Personalization Multi-channel Profiling & Targeting Ads Workflow e-Commerce User Generated Content Front End Editing Collaboration Content Promotion on Social Content Curation … ! ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ - - ! ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ 20142004
    • What changed, what didn’t
    • What changed, what didn’t Image courtesy of © 2014 Newfangled Web Developers
    • ProductProducInte What changed, what didn’t Product Interface Users ProductProducInteUser Experience Products
    • by Nick Finck & Raina Van Cleave Outside In Vs. Inside Out
    • What changed, what didn’t
    • What’s a product & why managing it?
    • What’s a product & Why managing it?
    • What’s a product & Why managing it? Product A good or a service (or combination of both) built and offered by an organization that serve the needs of end-users and deliver them value, which indirectly allow the product organization to derive value from it in different ways (sales, awareness, market positioning…) Product = End-user value = Business value User Experience > End-user Value > Business Value
    • h"p://www.experiencedynamics.com/store/posters/importance-­‐user-­‐ experience-­‐poster Loyalty Trust Credibility Profitability Intention of Purchase Intention to Return User Satisfaction Word of Mouth
 A Positive Experience brings
    • What’s a product & Why managing it?
    • What’s a product & Why managing it?
    • About User needs & requirements the USER is always right Nick Finck & Raina Van Cleave First Commandment of User Experience the USER doesn’t always know what is RIGHT Steve Jobs
    • You can't just ask customers what they want and then try to give that to them. 
 
 By the time you get it built, they'll want something new. Give them what they need, Not what they want!
    • Product or Service? Product and Service!
    • A product is not a project Product Management ≠ Project Management
    • A product is not a project
    • How to get there?
    • Agility? Would you bet on the hole-in-one?
    • Agility? … not necessarily
    • Agility? Release early, release often. Adapt the methodology to your context. Keep it simple & lean. Iterate.
    • Less is More!
    • •euueueoueo •ueouoeeuoeuo We try to keep in mind when revisiting the eZ Publish UI Inspirations *Read the Marketing Myopia - Harvard Business Review Have you heard about 
 Marketing Myopia?*
    • by Nick Finck & Raina Van Cleave
    • Try to live in their skin for a while Or at least show some empathy... 30 Understand your users, how?
    • Wrapping-up with 10 take-aways 1. Manage your Digital project / Web presence / Website as a product, not only as a project. 2. 1st understand your Digital Business drivers and indicators, no product management without it. 3. Now, User comes first. 4. Doesn’t mean he is right. 5. It’s all about Iteration and Agility. Balancing long and short term. 6. Don’t be slave of the methodology or tools. 7. Less is more. Let the simplicity decide. 8. Don’t focus on the tools and the technology, they are here to help - disposal technology 9. Communication, communication, communication. 10. It’s not so much about ideas. !
    • Thank You! Roland Benedetti @rolandbenedetti