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How to design roadmaps that delight customers?
 

How to design roadmaps that delight customers?

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In today’s increasingly demanding, connected marketplace with ever-changing technological possibilities, uncertainty is no longer an exception, but a norm. Whereas build first, fail fast and often ...

In today’s increasingly demanding, connected marketplace with ever-changing technological possibilities, uncertainty is no longer an exception, but a norm. Whereas build first, fail fast and often is the name of the game, this talk proposes and asks whether it’s possible to apply a fail forward approach using human-centric, collaborative methods of inclusion to connect with, rather than confront, uncertainty in today’s fast-paced business landscape.

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    How to design roadmaps that delight customers? How to design roadmaps that delight customers? Presentation Transcript

    • DESIGN FOR UNCERTAINTY IN A BUILD FIRST, FAIL FAST & FAIL OFTEN TYPE OF WORLD? JEANNY WANG
    • ASADESIGNSTRATEGIST,THIS IS WHAT WE LIKE TO BELIEVE WE DO. BUSINESS TECHNOLOGYMARKETINGMARKETING BUSINESS TECHNOLOGY LOOK MA, THAT’S ME! LOOK MA, THAT’S ME!
    • LIFE’SNEVERBORING,BECAUSE YOU ARE SMACK IN THE MIDDLE OF IT ALL! STRATEGY CONCEPT PRODUCTION OPERATIONS CUSTOMERS
    • IT’SEXTREMELYHUMBLING.YOU LEARN ALOT, AND MOST OF THE TIME YOU’RE REARRANGING YOUR PRECONCEPTIONS OF HOW THINGS ARE DONE. STRATEGY CONCEPT OPERATIONS CUSTOMERS IOS NATIVE VIDEO PLAYER DOESN’T ALLOW FOR CONTINUOUS PLAY, NOW WHAT? I WANT TO SPEED UP GETTING MORE VIDEOS ONLINE, BUT THIS CRAPPY VIDEO PROCESSING SOFTWARE IS A PAIN! IMPLEMENTATION
    • BUT,YOUSTARTSEEINGTHINGS.THERE’S A LOTTA BROKEN FOUNDATIONS, LEAKAGES & MISSING PARTS. STRATEGY CONCEPT OPERATIONS CUSTOMERSIMPLEMENTATION
    • ONETHINGSTRUCKMEASODDWHEN DID WE STOP PUTTING PEOPLE AT THE CENTER OF OUR PROBLEM SOLVING?
    • IN THE DISRUPTIVE SPACE,WE’VE BECOME OBSESSED WITH THE ENIGMA AROUND TECHNOLOGY. • We treat tech entrepreneurs with near god-like reverence, and bow down to their flash of genius. • Since the unknown, is unknown, we latch on to trend ideas, and opt for the build first, fail fast & often approach. • Or we scratch our own itch, and get massively disappointed when no one else seems to have the same problem.
    • BUILD AND THEY WILL COMENO LONGER FLIES IN OUR INCREASINGLY DEMANDING CONSUMER MARKET. “Customers really don’t care about your solutions, they care about their problems.” Dave McClure, Founding Partner @ 500startups
    • SO,HOWCANWEPUTPEOPLEBACK AT THE CENTER OF OUR PROBLEM SOLVING?
    • IPROPOSELEARNINGFROMTHOSE WHO STUDY HUMAN CONNECTIONS AS A WAY OF LIVING.
    • GROUNDEDTHEORYDEVELOPED BY SOCIOLOGISTS BARNEY GLASER AND ANSELM STRAUSS (1967) • Premise: Start with as few preconceived ideas as possible, and build a theory based on data that emerges along the way. • The “scientist” becomes a “participant” • The four stages of analysis: Codes, Concepts, Categories, Theory
    • HOWCOULDTHISBEAPPLIEDIN A FAST-PACED, LEAN, AGILE ENVIRONMENT?
    • THEMINDSETTREAT THE PROJECT LIKE AN INVESTIGATION. • Your subjects are your users (or desired users). • Your tools of choice - empathy and self-awareness. • Know that your own needs, preferences, preconceptions play a role in your decisions. • You’ll start out with chaos, and introduce more structure as you go.
    • THESTARTSTART WITH AN AREA OF INTEREST, NOT A SOLUTION. • Avoid the “solutionism" syndrome. • Carve out an area of interest, e.g. an opportunity or a problem. • Size doesn’t matter: • Narrow starting point: “I’m interested in how couchsurfing for dogs will make it possible for pet owners to travel again!” • Broader starting point: “I’m interested in finding out ways to help pet owners solve their travel problems.”
    • THEASSUMPTION“DRAW A LINE IN THE SAND”* • Differentiate between “I know” and “I assume” • An assumption is only worth as much as its reason. • Rather than, “It appears most of our users are active on Facebook, we need to integrate Facebook Connect.” • Include Reason: “so that they don’t have to be bothered about creating yet another account.” • Don’t forget to validate your assumptions! *Croll, Alistair & Benjamin Yoskovitz, “Lean Analytics”.
    • THEROADMAPCRAFT YOUR STORY. • Roadmaps have a bad rep — bubblegum roadmaps, anyone? • Treat your roadmap like a narrative outline. • Rather than a checklist, use roadmaps to provide a big picture and plot the storyline to guide and inspire your team.
    • STANDARDROADMAPTYPICALLY DRIVEN BY TECHNOLOGICAL AND BUSINESS NEEDS. STAGE 3STAGE 2STAGE 1 Q1 14 Q3 14 Q4 14 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC DRIVERSOUTCOMES Q2 14 INFRASTRUCTURE PLUMBING MICROCONF 2014 PAYMENT TRANSITIONS PROJECTS Launch of new Web redesign and mobile app. Quick wins: New brand identity, fix UX, improved way to use timetables, Rooms for guidance and real-life chat. Android release IPTV: Samsung & TBD XMedia Partnership project Additional IPTV releases Next big thing So, what’s this release about? So, what’s this release about? Oh wow, Android!Oh wow, Android! Sure, let’s keep it vague and act like we’re dreaming big.. Sure, let’s keep it vague and act like we’re dreaming big.. ** ** ** * Note sarcasm fully intended (and potentially better captured in person).
    • TRYANARRATIVEROADMAPUSE IT AS A STARTING POINT, INSPIRATION AND GUIDELINE FOR YOUR RELEASE. ITERATIONS Chapter 1 Make every trip count ! ! Chapter 2 Keep it interesting, take an off-beat path ! Chapter 3 Stay accountable, get a buddy onboard CATCHY TITLE Easyfit HEART OF SERVICE Stay fit, hassle free
    • YOURROADMAPWILLEVOLVEONCE YOU START WORKING ON YOUR STORY BACKLOG. CATCHY TITLE HEART OF SERVICE ITERATIONS Chapter 1 Make every trip count ! ! Chapter 2 Keep it interesting, take an off-beat path ! Chapter 3 Stay accountable, get a buddy onboard Easyfit Stay fit, hassle free • Set get fit route • Select get fit regiment • Automatic reroute • View my fitness stats ! ! ! • Select off-beaten theme • What could be concerns when taking off-beaten path? • How can we make discovery more fun? • Allow users to find accountability buddy • Who do you usually look for when you need an accountability buddy? • Perks, Rewards? KEY USER REQUIREMENTS Pretty Solid Pretty Solid Super Vague Super Vague KINDA Vague KINDA Vague
    • THEBACKLOGFLESH OUT YOUR CHAPTERS. • Backlogs, like roadmaps, evolve and fill up with each step. • Treat your user requirements like chapters, and your user stories like stories. • You’re out to design the ultimate narrative experience.
    • IT’SNOTJUSTANYSTORYIT’S BEHAVIORAL DRIVEN DEVELOPMENT* Given that I am a userWhen I … Then I want to … And I want to … DON’T SNEAK IN ANY INTERACTIONS!!!DON’T SNEAK IN ANY INTERACTIONS!!! Positive acceptance criteria Negative acceptance criteria THE BEGINNINGS OF YOUR TEST CASES.THE BEGINNINGS OF YOUR TEST CASES. As a user I want to be able to … So that I can … Be relentless with your whys.Be relentless with your whys. *Dan Norton, “Behavioral Driven Development” http://dannorth.net/introducing-bdd/
    • KEYUSERFLOWSIT’S NOT SYSTEM ARCHITECTURE, BUT AN EXPERIENCE ARCHITECTURE. THIS IS NOT AN XML FLOW.THIS IS NOT AN XML FLOW.THIS IS NOT AN XML FLOW.THIS IS NOT AN XML FLOW. IT’S NOT ABOUT CONNECTING THE DOTS BETWEEN CLIENTS AND SERVERS. IT’S NOT ABOUT CONNECTING THE DOTS BETWEEN CLIENTS AND SERVERS. IT’S NOT ABOUT CONNECTING THE DOTS BETWEEN CLIENTS AND SERVERS. IT’S NOT ABOUT CONNECTING THE DOTS BETWEEN CLIENTS AND SERVERS. IT’S ABOUT UNDERSTANDING HOW USERS BEHAVE AND THE DECISIONS THEY MAKE. IT’S ABOUT UNDERSTANDING HOW USERS BEHAVE AND THE DECISIONS THEY MAKE. thinking in sequence makes it easier to identify problem areas, cases & exceptions thinking in sequence makes it easier to identify problem areas, cases & exceptions * ADAPTATION FROM RYAN FREITAS’ (CPO AT ABOUT.ME) FLOWS. User actions Decisions System actions Yes No
    • WORKONITTOGETHER!ONCE YOU HAVE A ROUGH CONCEPT, WORK WITH THE TEAM TO REFINE, EDIT OR ENHANCE THE CONCEPT TOGETHER.
    • THEIMPLEMENTATIONBRING YOUR STORY TO LIFE. • I’m a fan of agile, and see no reason to reinvent the wheel. • Most problems and complaints boil down to a lack of understanding of agile and unclear strategies. • One suggestion, we could get better at experimenting with ways to create, prototype better together in interdisciplinary teams.
    • THEGO2MARKETENGAGE WITH YOUR AUDIENCE TO PROBE, REFINE & TEST YOUR NARRATIVE. • When you build something that serves what people want or need, selling it becomes a lot easier. • There’s no need to gloss things up, because your story is sewn deep into your product. • The job here is to engage, listen in and observe your users behaviors, and feed this back to the team.
    • IT’SANEVER-ENDINGQUESTOF LEARNING, HYPOTHESIZING, STORYTELLING, BUILDING AND ENGAGING WITH YOUR AUDIENCE. Identify an area of interest Flesh out the details Make an assumption Craft your story Bring it to live Engage with your audience
    • THANK YOU.Got questions, you can contact me at: ! twitter: @perhapstoopink linkedin: linkedin.com/in/jeannywang aboutme: about.me/jeannywang