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"Escaping the Build Trap" by Melissa Perri

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Many large companies that have been around for decades, or even newer startups that have found some stability, fall into a dangerous place called “The Build Trap”.

In this PRODUCTIZED keynote, Melissa Perri explains how businesses need to restructure their thinking to focus on finding value for the user through experimentation to achieve business goals: getting out of “The Build Trap”

Published in: Business
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"Escaping the Build Trap" by Melissa Perri

  1. 1. The Build Trap Melissa Perri @lissijean Produx Labs Escaping The Build Trap Melissa Perri @lissijean Produx Labs
  2. 2. @lissijean KEEP CALM AND MANAGE THE PRODUCT
  3. 3. @lissijean
  4. 4. @lissijean AGILE @lissijean
  5. 5. @lissijean
  6. 6. @lissijean EVERYTHING YOU EVER WANTED!
  7. 7. What is all this shit? @lissijean
  8. 8. @lissijean The Build Trap @lissijean
  9. 9. @lissijean@lissijean How did we get here?
  10. 10. @lissijean + =
  11. 11. @lissijean We keep adding to the backlog and never take away.
  12. 12. @lissijean Copier Printer Scanner Fax Stapler Magician Satan
  13. 13. @lissijean
  14. 14. @lissijean@lissijean
  15. 15. @lissijean Scrum doesn’t have a brain. @lissijean
  16. 16. @lissijean Product Owner is a role you play on a Scrum team. Product Manager is the job.
  17. 17. @lissijean Customers Businesses problems wants needs products or services $$$$
  18. 18. @lissijean Solving big problems for customers creates big value for businesses. @lissijean
  19. 19. @lissijean STRATEGY PROCESS ORG
  20. 20. @lissijean STRATEGY
  21. 21. @lissijean Ingredients and recipes shipped to your door. @lissijean
  22. 22. @lissijean What is your product strategy?
  23. 23. @lissijean “I want a document with every field you intend to put on the site and the content strategy so I can build a back end.”
  24. 24. @lissijean Most Product Strategies are wish lists of features.
  25. 25. @lissijean Most Roadmaps are gantt charts.
  26. 26. @lissijean Creating new products is full of uncertainty. @lissijean
  27. 27. @lissijean PRODUCT STRATEGY IS NOT A PLAN.
  28. 28. @lissijean STRATEGY “Strategy is a deployable decision making framework, enabling action to achieve desired outcomes, constrained by current capabilities, coherently aligned to the existing context” - Stephen Bungay @lissijean
  29. 29. @lissijean PRODUCT GOAL
  30. 30. @lissijean What is your product strategy?
  31. 31. @lissijean Ingredients and recipes shipped to your door. @lissijean
  32. 32. 5 years FDS the Tuesday/Thursday standard option double acquisition Dec 2016 @lissijean PRODUCT GOAL
  33. 33. @lissijean Product leaders provide vision, goals, and guardrails. @lissijean
  34. 34. @lissijean ALIGNMENT @lissijean
  35. 35. @lissijean Teams are all in motion but not going anywhere. @lissijean
  36. 36. @lissijean STRATEGY To escape the Build Trap, drive high alignment through a good strategy framework that allows teams to make decisions.
  37. 37. @lissijean Product strategy emerges from experimentation.
  38. 38. @lissijean PROCESS
  39. 39. @lissijean “The price is too high, we should lower it.” “The photos are not enticing.” “We need to rebrand the sign up funnel to the new design.” “We should be offering sign up gifts.” “They cannot try it for free!”
  40. 40. 5 years FDS the Tuesday/Thursday standard option double acquisition Dec 2016 @lissijean PRODUCT GOAL
  41. 41. @lissijean Increase conversion rate by X%
  42. 42. 5 years FDS a top dinner option for the target market. double acquisition Dec 2016 increase conversion rate across all platforms by X% by end of Q2. conversion rate is Y% on desktop and X% on mobile. PRODUCT GOAL
  43. 43. Obstacle: We don’t understand why people are leaving. @lissijean
  44. 44. @lissijean Learned: The top reasons people are leaving. 0% 10% 20% 30% 40% Reason Can't Find Menu What's in the box? The price is too high I want more plan options I am vegan
  45. 45. @lissijean Obstacle: People cannot find the menu.
  46. 46. @lissijean@lissijean
  47. 47. @lissijean FAQS HELPFDS @lissijean
  48. 48. @lissijean FDS FDS @lissijean
  49. 49. @lissijean PROCESS To escape the Build Trap, we need to use the right processes and tools at the right time.
  50. 50. @lissijean PROTOTYPE ALL THE THINGS!!!!
  51. 51. @lissijean DESIGN SPRINT ALL THE THINGS!!!!
  52. 52. @lissijean TOOLS ARE USELESS UNLESS YOU USE THEM CORRECTLY.
  53. 53. @lissijean Company Goal, Product KPI, Future state. What are users doing now? What’s the first little goal? User Research, Product Experiments Product Kata 1 2 3 4 Planning Experimenting A scientific, systematic way to build better products.
  54. 54. @lissijean LEARNING reduces uncertainty.
  55. 55. @lissijean DISCOVERY DELIVERY
  56. 56. @lissijean ORG
  57. 57. @lissijean@lissijean
  58. 58. @lissijean@lissijean
  59. 59. @lissijean “Our highest priority is to satisfy the customer through early and continuous delivery
 of valuable software.”“
  60. 60. @lissijean ORG To escape the Build Trap, create a product-led organization that has the policies and practices needed to navigate uncertainty.
  61. 61. @lissijean SALES LED
  62. 62. @lissijean WALL STREET LED
  63. 63. @lissijean VISIONARY LED
  64. 64. @lissijean TECHNOLOGY LED
  65. 65. @lissijean Product-Led Organizations are… • Ruthlessly focused on solving customer/user’s problems to drive business value • Oriented around outcomes instead of outputs • Experimental by nature and driven by continuous improvement • A place where leadership enables empowered decision making throughout levels
  66. 66. CPOChief Product Officer
  67. 67. @lissijean STRATEGY ORGANIZATION PROCESS
  68. 68. @lissijean@lissijean
  69. 69. Melissa Perri melissa@produxlabs.co m produxlabs.com melissaperri.com @lissijean Melissa Perri CEO, ProdUX Labs melissa@produxlabs.com FOR THE SLIDES: melissa@sendyourslides.com Subject: productized @lissijean Learn Great Product Management productinstitute.com Take 15% off with Productized Order Now!

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