Building a Product Users Want


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Agile development methods such as Scrum and Kanban are great for quickly developing software products. Unfortunately, they provide little guidance on how we can decide if and why the product should be built in the first place: Who is it for, what problem does it solve, how does it differ from other offerings, and what are its desired business benefits? In the worst case, we rush into building a product that nobody wants and needs without realising it. This slide deck discusses how we can avoid building the wrong product and instead create software that users really want by creating an initial product strategy and then systematically testing, correcting, and refining it.

Published in: Business

Building a Product Users Want

  1. 1. Building ! a Product ! Users Want ★ Agile Iceland, November 2014 ★ Roman Pichler @romanpichler
  2. 2. About me • Product management consultant and trainer – More than 10 years experience in teaching and coaching product managers and product owners – Specialised in agile and in lean prac<ces • Business owner and product manager – I try to walk my own talk © 2014 Pichler Consul<ng Ltd 2 One of my books
  3. 3. How can we tell it is likely to achieve this ...
  4. 4. What the boss wants:
  5. 5. What programmers want:
  6. 6. What we need:
  7. 7. Vision Strategy Details © 2014 Pichler Consul<ng Ltd 11 Your goal Path to the goal Steps
  8. 8. We have a great idea. Why should we bother with a vision?
  9. 9. “If you are working on something exciting that you really care about, you don’t have to be pushed. The vision pulls you.”
  10. 10. How do we know that the product will create value?
  11. 11. Choose your path. Then show that it works.
  12. 12. Enter the Product Strategy Why would they use / buy the product? What’s in it for the company? What are the business drivers? Business goals What makes it stand out? Market Value proposition © 2014 Pichler Consul<ng Ltd 16 Who are the customers? Who are the users?
  13. 13. Choose a clear cut, narrow segment.
  14. 14. Find an itch that’s worth scratching.
  15. 15. Stand out from the crowd.
  16. 16. Have clear prioritsed business goals.
  17. 17. Use a helpful tool.
  18. 18. VISION STATEMENT TARGET GROUP NEEDS PRODUCT VALUE Which market segment does the product address? Who are the target users and customers? What problem does does the product solve? Which benefit does it provide? What product is it? What makes it desirable and special? Is it feasible to develop the product? How is the product going to benefit the company? What are the business goals? THE PRODUCT VISION BOARD What is your vision, your overarching goal for creating the product? What? Why? Who? Why? This work is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License Template version 11/14 © 2014 Pichler Consul<ng Ltd 26
  19. 19. Are we done? Can we code now?
  20. 20. Test your Strategy! 2. Decide how to address it 3. Collect the data 4. Analyse results and make changes © 2014 Pichler Consul<ng Ltd 29 1. Select the biggest risk
  21. 21. Failure is part of the game.
  22. 22. Create a failure tolerant environment.
  23. 23. Summary • Work on products that you find exci<ng and meaningful. • Understand the value the product creates for the customers and for the business. • Life is too short to work on products that nobody really wants and needs. © 2014 Pichler Consul<ng Ltd 34
  24. 24. Learn More Register at hSp://­‐courses/ © 2014 Pichler Consul<ng Ltd 35 Charity and startup discount available!
  25. 25. Thank You! You can download the Product Vision Board at: I look forward to your feedback and questions: @romanpichler © 2014 Pichler Consul<ng Ltd 36