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Product camp dc 2010   building great user experiences into your products
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Product camp dc 2010 building great user experiences into your products

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Given at ProductCamp 2010, this session talks about product management as a nexus of multiple disciplines - marketing, information architecture, strategy, development, pricing and branding to mention ...

Given at ProductCamp 2010, this session talks about product management as a nexus of multiple disciplines - marketing, information architecture, strategy, development, pricing and branding to mention a few. Most critical in product acceptance and adoption is the user experience. Learn the best practices to integrate a stellar user experience into your product.

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  • Product managers feel as though they should be responsible since they manage the product, but user experience professionals feel as though they should be responsible since they spend time researching user needs and interacting directly with customers and users.
  • All user experiences are comprised of four cornerstones. So are products.
  • Product managers feel as though they should be responsible since they manage the product, but user experience professionals feel as though they should be responsible since they spend time researching user needs and interacting directly with customers and users.
  • Seven Shared Traits of Great UX Designers and Product Managers: 1.) Excellent Communication Skills 2.) Ability to Lead without Authority 3.) Ability to Learn Fast 4.) Great Business Acumen 5.) Love for Products of All Types 6.) Eye for Details 7.) Skills to Do the Routine Stuff When Needed Source: http://michael.hightechproductmanagement.com/2006/12/seven_traits_of_successful_pro.html
  • All user experiences are comprised of four cornerstones. So are products.
  • Surface brings everything together visually: What will the finished product look like? Skeleton makes structure concrete: What components will enable people to use the site? Structure gives shape to scope: How will the pieces of the site fit together and behave? Scope transforms strategy into requirements: What features will the site need to include? Strategy is where it all begins: What do we want to get out of the site? What do our users want?
  • There is a fundamental difference between what the product should do and how it should do it.
  • Users Come in All Shapes and Sizes.
  • Users Are Not Sheep.
  • All products are comprised of four cornerstones.
  • First of its kind 46" touch screen vending machine. Current platform (150 units currently in Simon Malls throughout America) developed for generating ad revenue. Users can view 360° views of Coca-Cola products all within an immersive individually branded experience. Bubbles. Creaft and Experience Vision.
  • A/B Testing
  • Description : Promotes personal recommendations and referrals within online social circles, often rewarding referrers for their efforts.  Sometimes integrated in social shopping portals (e.g. Kaboodle, This Next) that bundle ratings and reviews and social shopping tools.  The recommendations and referrals toolset includes Share With Your Network:  (social bookmarking) Recommended products, deals and tips are bookmarked and syndicated to friends, fans and followers Referral Programs : Rewarding customers and partners for referring new customers (e.g. Vente-Privée, Gilt, Amazon Affiliates) Social Recommendations : Personal shopping recommendations based on profile similarities to other customers (e.g. Apple Genius Recommendations, Amazon Recommendations, Netflix Cinematch, Honk) Review : Whereas ratings and reviews are usually visible to all, recommendations and referrals are personalised endorsements designed to realise the referral value of customers and advocates.  Often take the form of  online versions of traditional customer-get-customer referral-rewards programs (e.g. Sky Introduce a Friend) but can also use syndication tool via Twitter and Facebook to share recommendations with friends, fans and followers.  For example, fashion label Juicy Couture increased conversion rates by 162% using CreateTheGroup’s recommendations and referrals social software. Powered primarily by SI heuristics of liking, scarcity (of information) and reciprocity.  Innovations include social recommender systems (e.g. Stylefeeder, Honk) that automate personal recommendations based on algorithms comparing similarities between customer purchasing histories and profiles. Solutions Providers : Facebook Connect, PowerReviews Social Megaphone, CreateTheGroup Social Software Tags : Share With Your Network (SWYN), social bookmarking, Referral Programs, Vente-Privée, Gilt, Amazon Affiliates, Social Recommendations, Apple Genius, Amazon Recommendations, Netflix Cinematch, Facebook Connect, PowerReviews Social Megaphone, Stylefeeder, Twitter, Honk, CreateTheGroup, Juicy Couture., Kaboodle, ThisNext. Bottom Line : If what you sell is really worth recommending, recommendations and referrals should be top of the social commerce list.
  • Hire Product “Presidents” not Product “Managers”. As presidents, product managers hold responsibility for the overall success of the product, including the user experience. For technology products, the user experience is a significant part of the success of the product. Product management (PM), though, also must ensure that all aspects of the product come together, including sale of the product, technology, legal, business model, positioning, branding, and marketing of the product. To succeed, product managers need to act like leaders, not dictators, with support from cabinet members. Where a president will work with officials responsible for defense, transportation, and agriculture, product managers’ cabinets consist of stakeholders responsible for marketing, technology, finance, and other areas. Rather than by a vote-driven democracy, product managers are held accountable by their users and customers, demonstrated by revenue, profit, usage, and other market-driven metrics.
  • Seven Shared Traits of Great UX Designers and Product Managers: 1.) Excellent Communication Skills 2.) Ability to Lead without Authority 3.) Ability to Learn Fast 4.) Great Business Acumen 5.) Love for Products of All Types 6.) Eye for Details 7.) Skills to Do the Routine Stuff When Needed Source: http://michael.hightechproductmanagement.com/2006/12/seven_traits_of_successful_pro.html
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Product camp dc 2010   building great user experiences into your products Product camp dc 2010 building great user experiences into your products Presentation Transcript

  • Building Great User Experiences Into Your Products ProductCamp DC 2010
  • Who the heck is this dude? **Actor Fisher Stevens and Professional Snowboarder Steve Fisher beat me. My Personal Site: http://www.ThatStevenFisher.com Based in Northern Virginia 15+ Years in Product Management, Marketing and User Experience Products/Projects: Network Solutions, Appsolve, VISA, Sybase, Slipstream Air, Federated Power Steven Fisher (#3 out of 546 Steven Fisher’s on the Web**) This Presentation: http://www.slideshare.net/stevenfisher Writer at SolutionsArePower.com and GrowSmartBusiness.com
  • Building Great User Experiences Into Your Products ProductCamp DC 2010
  • “ User Experience (abbreviated: UX) is the quality of experience a person has when interacting with a specific design. This can range from a specific artifact, such as a cup, toy or website, up to larger, integrated experiences such as a museum or an airport.” User Experience Network (www.usnet.org) User Experience Defined
  • A Great User Experience Creates a Solid Foundation for Your Product. Source: http://michael.hightechproductmanagement.com/2006/12/seven_traits_of_successful_pro.html
  • User Experiences are Comprised of These Four Cornerstones. So are Products.
  • Listen to a guy named Jesse James. Call on the Five Elements. Five Elements of User Experience. Created by Jesse James Garrett. Source: JJG.net
  • “ There is a fundamental difference between how the product should be used and how people really use it.”
  • Users Come in All Shapes and Sizes. Source: http://piras.blogautore.espresso.repubblica.it/files/2010/03/refaceme-southpark-01.jpg
  • Users are Not Sheep. But A Great User Experience Is a Shepherd.
  • Don’t Assume What Your Customers Want. Ask them.
  • Don’t Just Create a Product. Create an Experience. Coca-Cola Multi-Media Vending Machine. Created by Sapient. Source: CargoCollective.com
  • People and Penguins Are Social Beings. Your Products Should Be As Well. Penguins: http://www.plantcph.dk/
  • Employ a Narrative Approach
  • Test Your Product in the Wild… It Provides Powerful Insight to Achieve Your Goals.
  • As You Evolve Your Product, Listen to Customers So You Don’t Head in the Wrong Direction.
  • Hire Product “Presidents” not Product “Managers”.
  • 1.) Excellent Communication Skills 2.) Ability to Lead without Authority 3.) Ability to Learn Fast 4.) Great Business Acumen 5.) Love for Products of All Types 6.) Eye for Details 7.) Skills to Do the Routine Stuff When Needed Source: http://michael.hightechproductmanagement.com/2006/12/seven_traits_of_successful_pro.html Seven Shared Traits of Great UX Designers and Product Managers: http://michael.hightechproductmanagement.com/2006/12/seven_traits_of_successful_pro.html
  • Questions?
  • Sites and Tools
    • Jesse James Garrett
      • http://www.jjg.net/
    • Good Product Manager (Books & Articles)
      • http://www.goodproductmanager.com/resources/
    • Transitioning from UX to Product Management
      • http://www.boxesandarrows.com/view/transitioning-from
    • Utlimate Guide to A/B Testing
      • http://www.smashingmagazine.com/2010/06/24/the-ultimate-guide-to-a-b-testing/
    • Building Great User Scenarios
      • http://www.hceye.org/HCInsight-Nielsen.htm
    • 10 Steps to Personas
      • http://www.hceye.org/downloads/Persona-Lene.jpg
    • 10 Commandments of User Experience
      • http://www.slideshare.net/nickf/the-ten-commandments-of-user-experience
  •