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Social insights for product design

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Social insights for product design

  1. 1. Social Insights for Product Design Kit Macgillivray +61 (0)466 247 356 @kitmacgillivray
  2. 2. Product Functions Product Strategy Product Management Product Development Product Marketing
  3. 3. A New Market Landscape
  4. 4. News Media Landscape
  5. 5. News Media Landscape
  6. 6. Telecommunications
  7. 7. Telecommunications
  8. 8. Retail Landscape
  9. 9. Retail Landscape
  10. 10. A More Considered Consumer
  11. 11. A Change in Viewpoint Customer, then Products Problem, then Solution Entire Customer Experience Product Networks not Silos CustomerCompany Customer Experience
  12. 12. “Ensure every one of us puts customers at the heart of everything we do.”
  13. 13. Products before profit: “I want you thinking about users”
  14. 14. “The purchase of any Nike product is the beginning of the relationship.”
  15. 15. A Product Approach Shift in Business Environment Strategies with Product focus Product Expectations are high Products aligned to customer Product needs insights & tools PRODUCT THINKING
  16. 16. Shifting Influence Marketing’s perceived shortfall This is because their data and insights is not penetrating the rest of the business. Global Marketing Effectiveness Programme, Furnaces, 2012. 80% of CEOs say marketers lack credibility
  17. 17. Insights Connections that enable a new perspective Consumer Commercial
  18. 18. What are Social Insights?
  19. 19. Social Insights for the Whole Business ExecutiveSocial Insights Marketing Cust Mngt Product Operations Brand Strategy Sales
  20. 20. Social Insights for Product McKinsey estimate social insights untapped value of $900B
  21. 21. Product Strategy An outline for products that achieve business strategy objectives
  22. 22. Product Strategy An outline for products that achieve business strategy objectives Its often missing
  23. 23. 1.Understand the Landscape 2.Define the Key Objectives 3.Insights Discovery & Analysis 4.Idea Generation - Divergent 5.Idea Filter - Convergent 6.Develop Strategic Plan / Products Objec&ves) Understand) Landscape) Insights) Discovery)&) Analysis) Idea) Genera&on) Idea) Filter) Develop) Plan) Strategy Development
  24. 24. Insights for Product Strategy Market Competitive Commercial Strategic Social?
  25. 25. Product Management
  26. 26. A Product Manager’s Day
  27. 27. A Product Manager’s Day
  28. 28. Social Insights are Key Understanding the customer is a core part of their job
  29. 29. Social Insights are Key Understanding the customer is a core part of their job New Product Creation
  30. 30. Social Insights are Key Understanding the customer is a core part of their job New Product Creation Existing Product Lifecycles
  31. 31. Tools for Product Management Segmentation Testing Validation Realtime Feedback Active & Passive Programmable Context
  32. 32. Shared Beliefs Insights drive better business Data driven design Insights require Context Methods Who is your Customer? What are their Needs? How can you fill those Needs? ProductMarketing Shared Beliefs
  33. 33. Risks Dilution of core offering Confusion of product messages Existing relationship stress
  34. 34. Rewards Expanded project scope Expanded billing Deeper penetration Stronger product strategies
  35. 35. How can Social Insights help?
  36. 36. Thank You Kit Macgillivray kit@lucitystudio.com 0466 247 356

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