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ProductWorld 2023 - Practicing Continuous Discovery with the Product Science Method - Holly Hester-Reilly of H2R Product Science
- 1. 1 PRACTICING CONTINUOUS PRODUCT DISCOVERY WITH THE PRODUCT SCIENCE METHOD Holly Hester-Reilly ProductWorld 2023
- 2. @h2rproductsci ProductWorld 2023 2 H2RProductScience.com @H2RProductSci @H2RProductSci hollyhesterreilly holly@h2rproductscience.com
- 3. •Image Editor for non-professionals •Prototype to public beta in 3 months •At 1 year, 10x product usage •At 3 years, 5 million people have tried the product “Shutterstock Editor was created to help make non-designers' jobs easier and significantly reduce the time it takes for them to find, edit and use an image." — Catherine Ulrich, former Shutterstock Chief Product Officer Let me tell you a story.
- 5. @h2rproductsci ProductWorld 2023 5 “A scientist is never certain. ... We absolutely must leave room for doubt or there is no progress and there is no learning.” Richard Feynman, Nobel Prize winning Physicist
- 7. @h2rproductsci There is a science to building high-growth products. ProductWorld 2023 7
- 8. Product Science Principles Evidence-Based Product Strategy Continuous Discovery and Delivery Empowered Teams
- 9. The best products are made when the risky decisions, from stories to strategy, are backed by evidence.
- 10. @h2rproductsci Org Position Decision Types Testing Methods Leadership Vision & Target Market Quantitative & Qualitative Behavior- Based Research Competitive Landscape Market Trends Analysis Management Pains & Outcomes for each Target Market User Interviews Competitive Product Reviews User Surveys Usage Data Teams Solutions (Designs, Features, Technologies) Design Research User Interviews Usability Testing Feasibility Research Usage Data A/B Tests Evidence at Every Level ProductWorld 2023 10
- 11. 11 Follow the Product Science Method To Build High-Growth Products with Continuous Discovery 1: Understand Your Customers 2: Know Your Market 3: Lay the Foundations
- 12. @h2rproductsci ProductWorld 2023 12 Getting Started
- 14. 14 Follow the Product Science Method To Build High-Growth Products with Continuous Discovery 1: Understand Your Customers 2: Know Your Market 3: Lay the Foundations
- 15. @h2rproductsci ProductWorld 2023 15 “The first principle is that you must not fool yourself – and you are the easiest person to fool.” Richard Feynman, Nobel Prize winning Physicist
- 17. Research Overview Behavioral Customer Interviews Identify Differences in Desired Outcomes Identify Differences in Pains and Challenges Identify Differences in Habits and Behavioral Triggers Map Customer Dimensions What are the differences that make a difference in how they perceive, experience, and value our product? Feature A Feature C Core Functions Feature B No Motivation Low Motivation Mid Motivation High Motivation Explore Potential Solutions Generative Research Evaluative Research ProductWorld 2023 17
- 18. How do we know: Users will act on this pain? Users want this outcome? Users can use this solution?
- 19. @h2rproductsci Exercise: Define Research Goals ProductWorld 2023 19 ● First, with your team, each write down the questions you have ○ Aim for at least 5 questions each ○ 1 question per sticky note ○ Include qualitative and quantitative questions Example: What kind of edits do non-professional designers make most often to their stock photos? How frequently do non-professional designers use editing software? Which software do they use? How are different non-professional designers using tools differently?
- 20. @h2rproductsci ProductWorld 2023 20 We don’t have to test everything. We need to test the things that are risky.
- 21. @h2rproductsci Exercise: Define Research Goals ProductWorld 2023 21 Next, decide on the priority order for these goals. Order your stickies from most to least important to research. ○ Which assumptions are the riskiest? ○ Which areas have the biggest impact on the business? ○ Where is the greatest uncertainty? Example: We thought that there was a difference in outcomes that different user types were driving towards, so we started with the question around that. Then we moved into what challenges and delights the users had with their current tools. And so on.
- 22. @h2rproductsci #ddpd Exercise: Pick Users and Methods ProductWorld 2023 22 Assume you have two weeks. ● Given your prioritized research goals, what methods would you use? ● What user characteristics would you care about? ● How would you find those users? ● How might bias affect your research? Example: We started with 1/1 interviews with our existing user base. We recruited users based on recent usage data, screened them to make sure they edited their images, and then asked them about their experiences.
- 23. @h2rproductsci ProductWorld 2023 23 How Much Research is Enough?
- 24. @h2rproductsci ProductWorld 2023 24 Continuous product discovery research doesn’t require academic rigor, just enough rigor to make good business decisions.
- 25. 25 Follow the Product Science Method To Build High-Growth Products with Continuous Discovery 1: Understand Your Customers 2: Know Your Market 3: Lay the Foundations
- 26. @h2rproductsci Goal: Understand unmet needs in the market ProductWorld 2023 26 Qualitative Research Answers WHY and HOW ● Listen ● Ask questions Better understand user’s pains and past behavior Quantitative Research Answers HOW MUCH and HOW MANY ● Validate qualitative observations ● Gather data from larger groups Understand how many people in the market share the same behaviors and pains
- 29. 29 Follow the Product Science Method To Build High-Growth Products with Continuous Discovery 1: Understand Your Customers 2: Know Your Market 3: Lay the Foundations
- 30. @h2rproductsci Build a High-Growth Hypothesis ProductWorld 2023 30 We hypothesize that if <target segment> can <achieve key user outcome> through <core behavior>, as measured by <key metric>, we will drive <business outcome> for the business. Skillfeed Example: We hypothesize that if non-professional designers can quickly and easily create professional designs, as measured by the number of users who have downloaded at least 3 edited images, we will drive engagement for the business.
- 31. @h2rproductsci ProductWorld 2023 31 Vision All Target Segments User Outcomes 1, 2, & 3 Anticipated Feature Set: Feature 1 Feature 2 Feature 3 Feature 4 Feature 5 Phase 1 Target Segment 1 User Outcome 1 Anticipated Feature Set: Feature 1 Feature 2 Phase 2 Target Segment 2 User Outcome 1 Anticipated Feature Set: Feature 1 Feature 2 Feature 3 Phase 3 Target Segments 1 & 2 User Outcome 2 Anticipated Feature Set: Feature 1 Feature 2 Feature 3 Feature 4 Outcome Roadmap Business Outcome
- 32. @h2rproductsci ProductWorld 2023 32 It’s not enough to be right. You also have to be persuasive.
- 34. @h2rproductsci ProductWorld 2023 34 Share Results Regularly
- 36. @h2rproductsci Product Science Principles Evidence-Based Product Strategy Continuous Discovery and Delivery Empowered Teams ProductWorld 2023 36
- 37. @h2rproductsci Move fast with clear goals, self-healing systems, and distributed decision making. ProductWorld 2023 37
- 38. @h2rproductsci What areas do you want to know more about? Send me a message and let’s talk about it. ProductWorld 2023 38 Thank You! H2RProductScience.com @H2RProductSci @H2RProductSci hollyhesterreilly holly@h2rproductscience.com