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User-Driven Development:
The Art of Creating a
Software Product
Prepared by Maria Gorokhova
02/17/2023
MARIA GOROKHOVA
Lead Business Analyst, Velvetech, LLC
• 10+ years of experience in business analysis
• Possesses expertise in aligning digital products with
end-user requirements and business goals
• Guides tech products from ideation to market
About the Speaker
What Is the
User-Driven Approach?
WITH ITERATIVE USER-DRIVEN
PRODUCT DEVELOPMENT YOU CAN:
• Validate your idea
• Test it out
• Avoid too much commitment upfront
Importance of the User-Driven Approach
USER
DISSATISFACTION
HIGH
DEVELOPMENT
COSTS
DELAYED
TIME TO
MARKET
LACK OF
INNOVATION
POOR
COLLABORATION
INCREASED
RISK
LACK OF
COMPETITIVE
ADVANTAGE
SOFTWARE PRODUCT
DEVELOPMENT CAN BE RISKY
 Active user involvement
 Iterative development
 Continuous improvement
 User-centered design
 Usability testing
 User empathy
 Rapid prototyping
 Data-driven decisions
 User satisfaction
What Is User-Driven Development?
Key Elements of User-Driven Development
ALIGNMENT OF BUSINESS NEEDS WITH USER NEEDS
USER FEEDBACK LOOP THROUGHOUT THE PRODUCT LIFE CYCLE
ITERATIVE DEVELOPMENT PROCESS
USER INVOLVEMENT FROM THE BEGINNING
1
2
4
3
USER-DRIVEN APPROACH BENEFITS:
 Access new ideas
 Avoid bias
 Lower development costs
 Improve customer satisfaction and loyalty
 Increase market share
 Boost adoption rates
 Avoid developing unnecessary functionality
 Provide customers with a sense of ownership
Why Rely on the User-Driven Approach?
“People ignore design
that ignores people”
— Frank Chimero
Source: Adobe
User-Driven Approach
Techniques
USER-CENTRIC APPROACH FOR ANY PROJECT STAGE
From Idea to Product
User-driven techniques are suitable for various
stages of the development process. Some are more
prevalent at the early stages, others at later ones.
1. Determine who to conduct interviews with
2. Outline your questions and goals
3. Create a trusting, comfortable atmosphere
4. Avoid preconceptions or biases in your mind
5. Save the answers and analyze them
User-Driven Techniques: Interview
Illustration by Tom Fishburne from Talking to Humans
• Online survey panels
• Social media
• Email lists
• Targeted advertising
• Online communities
• In-person surveys
User-Driven Techniques: Survey
WHERE TO FIND PEOPLE TO SURVEY:
DON’T WORRY…
IT’LL JUST TAKE 10 MINUTES. REALLY!
• Sketch or diagram
• Wireframe
• Clickable mockup
User-Driven Techniques: Prototype
A PROTOTYPE CAN COME IN VARIOUS FORMS:
95%
OF NEW
PRODUCTS
FAIL
 UNDERSTANDING MARKET NEEDS
 ORGANIZATION
 FEASIBILITY OF THE CONCEPT
 LIMITATIONS OF THE CONCEPT
 FINANCIAL IMPLICATIONS
User-Driven Techniques: PoC
BENEFITS OF CREATING A PoC:
A PROOF OF CONCEPT CAN COME IN THE FORM OF:
• Code snippet
• Basic script
• Simulation
• Detailed presentation
• Documentation
• Gather in-depth feedback
• Get a better understanding of your audience
• Assess the acceptance of your product
• Make changes prior to full-scale deployment
User-Driven Techniques: MVP
AN MVP ALLOWS TO:
“A Minimum Viable Product is that
version of a new product which
allows a team to collect the
maximum amount of validated
learning about customers with the
least effort.”
— Eric Ries
To continue improving your solution, you can again
turn to the previous techniques, but also:
Final Solution
INTERVIEW SURVEY PROTOTYPE PoC MVP A/B
TESTING
ANALYTICS DIRECT
FEEDBACK
• Conduct A/B tests
• Run analytics
• Collect direct feedback
• User behavior and engagement
• Target market characteristics
• Sales data
• Customer loyalty and retention
• Feature adoption
• Support requests
User-Driven Techniques: Analytics
WHAT SHOULD YOU ANALYZE?
“Analytics represents a unique
repository of potential value to
positively impact financial outcomes
and operational efficiency across the
product value chain”
— Deloitte
Source: Deloitte
A/B TESTING PROCESS:
1. Pick a variable to test
2. Identify the goal
3. Create a “control” element and a “variation” one
4. Split your user sample equally and randomly
5. Decide how significant your results need to be
6. Test both variations simultaneously
7. Wait until the A/B test produces enough data
8. Ask for feedback from each user group tested
9. Take action based on results
User-Driven Techniques: A/B Testing
• App store reviews
• Social media comments
• Automatic user log collection
• Emails to support staff
• In-app surveys
User-Driven Techniques: Direct Feedback
DIRECT FEEDBACK CAN COME IN THE FORM OF:
How to Implement the
User-Driven Approach
in Your Project
• Complete control
• Fully committed team
• Direct communication
• Partial in-house control
• Access to international
talent
• Easy scaling of software
team
• Access to international talent
• Easy scaling of entire team
• Less involvement required
• Ability to part ways after the
project
• Typically, lower costs
FULLY
IN-HOUSE TEAM
OUTSOURCED TEAM WITH
IN-HOUSE PM
TOTAL PROJECT
OUTSOURCING
Ways to Implement the User-Driven Approach
Summary
CUSTOMER CENTRICITY ENSURES
MORE PROFITS FOR THE LONG TERM
THE WHOLE TEAM HAS TO COMMIT TO DELIVERING AN
EXCEPTIONAL CUSTOMER EXPERIENCE
PRODUCT ROADMAP SHOULD BE
DIRECTLY BASED ON CUSTOMER FEEDBACK
Summary
1
2
3
Thank You!
+1 (847) 559-0864
sales@velvetech.com
www.velvetech.com
601 Skokie Blvd.,
Suite105,
Northbrook, IL 60062

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User-Driven Development: The Art of Creating a Software Product - Velvetech

  • 1. User-Driven Development: The Art of Creating a Software Product Prepared by Maria Gorokhova 02/17/2023
  • 2. MARIA GOROKHOVA Lead Business Analyst, Velvetech, LLC • 10+ years of experience in business analysis • Possesses expertise in aligning digital products with end-user requirements and business goals • Guides tech products from ideation to market About the Speaker
  • 4. WITH ITERATIVE USER-DRIVEN PRODUCT DEVELOPMENT YOU CAN: • Validate your idea • Test it out • Avoid too much commitment upfront Importance of the User-Driven Approach USER DISSATISFACTION HIGH DEVELOPMENT COSTS DELAYED TIME TO MARKET LACK OF INNOVATION POOR COLLABORATION INCREASED RISK LACK OF COMPETITIVE ADVANTAGE SOFTWARE PRODUCT DEVELOPMENT CAN BE RISKY
  • 5.  Active user involvement  Iterative development  Continuous improvement  User-centered design  Usability testing  User empathy  Rapid prototyping  Data-driven decisions  User satisfaction What Is User-Driven Development?
  • 6. Key Elements of User-Driven Development ALIGNMENT OF BUSINESS NEEDS WITH USER NEEDS USER FEEDBACK LOOP THROUGHOUT THE PRODUCT LIFE CYCLE ITERATIVE DEVELOPMENT PROCESS USER INVOLVEMENT FROM THE BEGINNING 1 2 4 3
  • 7. USER-DRIVEN APPROACH BENEFITS:  Access new ideas  Avoid bias  Lower development costs  Improve customer satisfaction and loyalty  Increase market share  Boost adoption rates  Avoid developing unnecessary functionality  Provide customers with a sense of ownership Why Rely on the User-Driven Approach? “People ignore design that ignores people” — Frank Chimero Source: Adobe
  • 9. USER-CENTRIC APPROACH FOR ANY PROJECT STAGE From Idea to Product User-driven techniques are suitable for various stages of the development process. Some are more prevalent at the early stages, others at later ones.
  • 10. 1. Determine who to conduct interviews with 2. Outline your questions and goals 3. Create a trusting, comfortable atmosphere 4. Avoid preconceptions or biases in your mind 5. Save the answers and analyze them User-Driven Techniques: Interview Illustration by Tom Fishburne from Talking to Humans
  • 11. • Online survey panels • Social media • Email lists • Targeted advertising • Online communities • In-person surveys User-Driven Techniques: Survey WHERE TO FIND PEOPLE TO SURVEY: DON’T WORRY… IT’LL JUST TAKE 10 MINUTES. REALLY!
  • 12. • Sketch or diagram • Wireframe • Clickable mockup User-Driven Techniques: Prototype A PROTOTYPE CAN COME IN VARIOUS FORMS: 95% OF NEW PRODUCTS FAIL
  • 13.  UNDERSTANDING MARKET NEEDS  ORGANIZATION  FEASIBILITY OF THE CONCEPT  LIMITATIONS OF THE CONCEPT  FINANCIAL IMPLICATIONS User-Driven Techniques: PoC BENEFITS OF CREATING A PoC: A PROOF OF CONCEPT CAN COME IN THE FORM OF: • Code snippet • Basic script • Simulation • Detailed presentation • Documentation
  • 14. • Gather in-depth feedback • Get a better understanding of your audience • Assess the acceptance of your product • Make changes prior to full-scale deployment User-Driven Techniques: MVP AN MVP ALLOWS TO: “A Minimum Viable Product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort.” — Eric Ries
  • 15. To continue improving your solution, you can again turn to the previous techniques, but also: Final Solution INTERVIEW SURVEY PROTOTYPE PoC MVP A/B TESTING ANALYTICS DIRECT FEEDBACK • Conduct A/B tests • Run analytics • Collect direct feedback
  • 16. • User behavior and engagement • Target market characteristics • Sales data • Customer loyalty and retention • Feature adoption • Support requests User-Driven Techniques: Analytics WHAT SHOULD YOU ANALYZE? “Analytics represents a unique repository of potential value to positively impact financial outcomes and operational efficiency across the product value chain” — Deloitte Source: Deloitte
  • 17. A/B TESTING PROCESS: 1. Pick a variable to test 2. Identify the goal 3. Create a “control” element and a “variation” one 4. Split your user sample equally and randomly 5. Decide how significant your results need to be 6. Test both variations simultaneously 7. Wait until the A/B test produces enough data 8. Ask for feedback from each user group tested 9. Take action based on results User-Driven Techniques: A/B Testing
  • 18. • App store reviews • Social media comments • Automatic user log collection • Emails to support staff • In-app surveys User-Driven Techniques: Direct Feedback DIRECT FEEDBACK CAN COME IN THE FORM OF:
  • 19. How to Implement the User-Driven Approach in Your Project
  • 20. • Complete control • Fully committed team • Direct communication • Partial in-house control • Access to international talent • Easy scaling of software team • Access to international talent • Easy scaling of entire team • Less involvement required • Ability to part ways after the project • Typically, lower costs FULLY IN-HOUSE TEAM OUTSOURCED TEAM WITH IN-HOUSE PM TOTAL PROJECT OUTSOURCING Ways to Implement the User-Driven Approach
  • 22. CUSTOMER CENTRICITY ENSURES MORE PROFITS FOR THE LONG TERM THE WHOLE TEAM HAS TO COMMIT TO DELIVERING AN EXCEPTIONAL CUSTOMER EXPERIENCE PRODUCT ROADMAP SHOULD BE DIRECTLY BASED ON CUSTOMER FEEDBACK Summary 1 2 3
  • 23. Thank You! +1 (847) 559-0864 sales@velvetech.com www.velvetech.com 601 Skokie Blvd., Suite105, Northbrook, IL 60062