CX driven product development

CX NPD ltd
CX NPD ltdCX NPD ltd
Feb 2016
Customer Experience
Competitive Advantage in New Product Development
Copyright CX NPD Ltd
Product Development can feel like it can tie you up in knots…it must
minimise time to market, with simple processes…
Copyright CX NPD Ltd
3
Copyright CX NPD ltd
And developing products in the new Digital World means every
business must re-assess its basic beliefs…
Product features are
irrelevant. Customer
Experience is key
Loading up products with
many features kills speed to
market
Don’t try to build it all
yourself. Use suppliers with
relevant features as out-of-
the-box functionality.
In the Digital world nobody
can predict the next big thing.
Reacting quickly is vital
Agile techniques can
dramatically improve speed to
market even when applied to
traditional product
development approaches
All successful product features
will be copied by competitors
Simplicity--the art of
maximizing the amount of
work not done--is essential in
a digital world
4
Copyright CX NPD ltd
When product features are irrelevant, only customer experience
delivers a competitive advantage…
Think
Build
Launch
Improve Customer
A good product is delivered in
multiple releases
Principles
Customer at the centre
Deliver a valuable product early
Continuous learning
Customer Focus
Speed to Market
Improvements delivered quickly
Competitive advantage through
5
Copyright CX NPD ltd
Use Agile principles and remain customer focussed…
Think
Build
Launch
Improve Customer
Customer at the centre
A good product is delivered
in multiple releases
Continuous Learning
Deliver a valuable
product early
6
Copyright CX NPD ltd
Use effective decision making…
Think
Build
Launch
Improve Customer
1) Improve the product?
2) Maintain as is?
3) Kill/Stop the product?
Should we
Is there customer problem
worth solving?
Is there a Problem / Solution fit?
Should we design it?
Should we build it?
Will it deliver
the customer experience?
Are we ready for sale?
7
Copyright CX NPD ltd
Deliver customer value in multiple releases…
New Customer
 Focus on maximising speed to market
 Focus on a specific customer type
 Deliver a Minimum Viable Product (MVP)
which validates the product and the customer
needs
 Emphasis on learning, low cost & low risk
• Test and measure the assumptions and
hypothesis
• Use off-the-shelf functionality
• Only develop what is absolutely
Release 1 MVP
Release 2 (to Release n)
 Learn from the customers, iterate and
improve the Customer Experience
 Focus on creating a sustainable product
 Grow into additional customer segments
 Deliver repeat usage, growth and or stickiness
 Optimise the Customer Experience
• Add functionality only if needed
• Optimise across all touch points
Release 2-n
Product vision
8
Copyright CX NPD ltd
Apply Agile techniques to improve speed of development, even
in traditional environments…
Write requirements as User Stories…Who am I? What do I want? Why do I want it? These get people
talking –and allows the development team to work out the best way to meet each requirement.
Don’t put your team through the pain of long, wordy Product Requirement Documents. Banish the
tedium…less is definitely more…
Simplify! Don’t be tempted to throw in everything. You know your customers…work out what they
really value, validate and deliver only a Minimum Viable Product initially. You’ll deliver faster, and
get customer feedback faster…so you’ll know what you need to improve in the next version.
Scrap the silos in your business. Break down those walls… Cross-functional teams and
collaboration across functions are where it’s at!
Ditch the formal product development meetings in favor of focused daily stand-ups. What did you do
yesterday? What are you going to do today? And what’s holding you up?
9
Copyright CX NPD ltd
Think what building blocks to use & maximise things not done…
Concept Capture
Customer
Experience
Design Build Test Launch Assess
Problem/Solution
Fit
Customer Segment
Draft Unique Value
Proposition
Initial Financial
Assumptions
Strategic Rationale
& Objectives
Market and
Customer Research
Unique Value
Proposition
Customer Journey
Customer
Touchpoints
Outline
Revenue Potential
Business
Architecture
Technical Solution
Operating Model
UX & UI
Validation
Service Levels
Reporting
Business Model
and Pricing
Business Case
Product Delivery
Platforms
Billing Platform
Operational Model
Support Systems
Legal & Regulatory
Security, Business
Risk & Fraud
Product / Device
Proof of Concept
Tests
Solution Tests
Operational
Readiness Tests
Service Readiness
Tests
Customer
Experience Tests
Operational Ready
for Service Check
Marcomms &
Demand Generation
Channel, Sales &
Distribution
Sales Collateral &
Toolkit
Incentives and
Commissions
Customer Support
Training
Ready for Sale
Check
Customer Feedback
Performance
Reporting
Draft
Product/Market fit
CE & Concept
Validation
Product Market / Fit
However never compromise on delivering a great customer experience!
Innovation
Research
Analysis
Synthesis
Idea Screen &
Capture
Concept Validation
Lifecycle
Management
10
Copyright CX NPD ltd
Apply effective governance through clear decision gates and
cross functional prioritisation…
Business Plan & Strategy
Product Portfolio Management Resource Management
Gating and Governance
Concept
Capture
Customer
Experience Design Build Test Launch Assess
Tasks & Activities
Documentation
Project Management
Systems
ProcessManagementSupport
BusinessManagement
Create a line-of-sight from business strategy to execution.
Stop the barnacle NPD projects!
11
Copyright CX NPD ltd
A Customer Experience driven NPD process delivers
significant benefits for every business
Customer
experience at the
heart of product
development
01
02
03
05
04
06
Products are based
on deep insights
and continuous
learning
Competitive
advantage obtained
through simplicity
and speed
Drives the business
plan, goals and
strategic initiatives
into tangible
launched products
Agile and responsive
methodology with
extensive cross-
functional problem-
solving
Provide clear
guidance for
businesses
transitioning into
the digital space
12
Copyright CX NPD ltd
More on the Customer Experience NPD methodology….
The CX New Product Development methodology places Customer Experience at the heart of your
product development. It embeds CX focus deep into each development phase ensuring that your
processes and organisation deliver a great customer experience at every customer touch point.
The method integrates the latest product development techniques such as concept canvas, product
market fit, lean development and other agile techniques in a pragmatic product development process.
The methodology provides:
• A process based on deep customer insight and continuous learning;
• Clear guidance at every stage of product development;
• An agile and responsive approach with extensive cross-functional problem-solving;
• A clear translation of the company business plan into a winning product portfolio.
The CX NPD methodology will enable your business to gain competitive advantage through placing
Customer Experience at the heart of your product development.
Please visit
www.cxnpd.com
1 of 12

More Related Content

Similar to CX driven product development(20)

Teams online ltd innovation Teams online ltd innovation
Teams online ltd innovation
Linda Bartlett24 views
App development companyApp development company
App development company
Syntrino50 views
Co-Innovation at SAP S/4HANACo-Innovation at SAP S/4HANA
Co-Innovation at SAP S/4HANA
Bert Oliver Schulze1.4K views
Innovate to excite - Novozymes, Anders OhmannInnovate to excite - Novozymes, Anders Ohmann
Innovate to excite - Novozymes, Anders Ohmann
Mediehuset Ingeniøren Live329 views

Recently uploaded(20)

terms_2.pdfterms_2.pdf
terms_2.pdf
JAWADIQBAL4011 views
Ceramic Grinding Roller.pdfCeramic Grinding Roller.pdf
Ceramic Grinding Roller.pdf
TomasChien217 views
Problem Solving & Visualization ToolsProblem Solving & Visualization Tools
Problem Solving & Visualization Tools
Operational Excellence Consulting (Singapore)30 views
Skilled Landscape ContractorSkilled Landscape Contractor
Skilled Landscape Contractor
EmmanuelRyker12 views
Corporate DeckCorporate Deck
Corporate Deck
Equinox Gold Corp.228 views
Greece opens countless opportunities for techiesGreece opens countless opportunities for techies
Greece opens countless opportunities for techies
Abhinav Immigration Services Pvt. Ltd.16 views
Concierge Services Business PlanConcierge Services Business Plan
Concierge Services Business Plan
Jessica Larson11 views
PROGRAMME.pdfPROGRAMME.pdf
PROGRAMME.pdf
HiNedHaJar64 views
Forex secret Forex secret
Forex secret
konghatatih10 views
Muhammad Al Farizi_ParkWise.pptxMuhammad Al Farizi_ParkWise.pptx
Muhammad Al Farizi_ParkWise.pptx
Muhammad Al Farizi68 views
TOP SEO MISTAKES TO AVOIDTOP SEO MISTAKES TO AVOID
TOP SEO MISTAKES TO AVOID
nihadudigital23 views

CX driven product development

  • 1. Feb 2016 Customer Experience Competitive Advantage in New Product Development Copyright CX NPD Ltd
  • 2. Product Development can feel like it can tie you up in knots…it must minimise time to market, with simple processes… Copyright CX NPD Ltd
  • 3. 3 Copyright CX NPD ltd And developing products in the new Digital World means every business must re-assess its basic beliefs… Product features are irrelevant. Customer Experience is key Loading up products with many features kills speed to market Don’t try to build it all yourself. Use suppliers with relevant features as out-of- the-box functionality. In the Digital world nobody can predict the next big thing. Reacting quickly is vital Agile techniques can dramatically improve speed to market even when applied to traditional product development approaches All successful product features will be copied by competitors Simplicity--the art of maximizing the amount of work not done--is essential in a digital world
  • 4. 4 Copyright CX NPD ltd When product features are irrelevant, only customer experience delivers a competitive advantage… Think Build Launch Improve Customer A good product is delivered in multiple releases Principles Customer at the centre Deliver a valuable product early Continuous learning Customer Focus Speed to Market Improvements delivered quickly Competitive advantage through
  • 5. 5 Copyright CX NPD ltd Use Agile principles and remain customer focussed… Think Build Launch Improve Customer Customer at the centre A good product is delivered in multiple releases Continuous Learning Deliver a valuable product early
  • 6. 6 Copyright CX NPD ltd Use effective decision making… Think Build Launch Improve Customer 1) Improve the product? 2) Maintain as is? 3) Kill/Stop the product? Should we Is there customer problem worth solving? Is there a Problem / Solution fit? Should we design it? Should we build it? Will it deliver the customer experience? Are we ready for sale?
  • 7. 7 Copyright CX NPD ltd Deliver customer value in multiple releases… New Customer  Focus on maximising speed to market  Focus on a specific customer type  Deliver a Minimum Viable Product (MVP) which validates the product and the customer needs  Emphasis on learning, low cost & low risk • Test and measure the assumptions and hypothesis • Use off-the-shelf functionality • Only develop what is absolutely Release 1 MVP Release 2 (to Release n)  Learn from the customers, iterate and improve the Customer Experience  Focus on creating a sustainable product  Grow into additional customer segments  Deliver repeat usage, growth and or stickiness  Optimise the Customer Experience • Add functionality only if needed • Optimise across all touch points Release 2-n Product vision
  • 8. 8 Copyright CX NPD ltd Apply Agile techniques to improve speed of development, even in traditional environments… Write requirements as User Stories…Who am I? What do I want? Why do I want it? These get people talking –and allows the development team to work out the best way to meet each requirement. Don’t put your team through the pain of long, wordy Product Requirement Documents. Banish the tedium…less is definitely more… Simplify! Don’t be tempted to throw in everything. You know your customers…work out what they really value, validate and deliver only a Minimum Viable Product initially. You’ll deliver faster, and get customer feedback faster…so you’ll know what you need to improve in the next version. Scrap the silos in your business. Break down those walls… Cross-functional teams and collaboration across functions are where it’s at! Ditch the formal product development meetings in favor of focused daily stand-ups. What did you do yesterday? What are you going to do today? And what’s holding you up?
  • 9. 9 Copyright CX NPD ltd Think what building blocks to use & maximise things not done… Concept Capture Customer Experience Design Build Test Launch Assess Problem/Solution Fit Customer Segment Draft Unique Value Proposition Initial Financial Assumptions Strategic Rationale & Objectives Market and Customer Research Unique Value Proposition Customer Journey Customer Touchpoints Outline Revenue Potential Business Architecture Technical Solution Operating Model UX & UI Validation Service Levels Reporting Business Model and Pricing Business Case Product Delivery Platforms Billing Platform Operational Model Support Systems Legal & Regulatory Security, Business Risk & Fraud Product / Device Proof of Concept Tests Solution Tests Operational Readiness Tests Service Readiness Tests Customer Experience Tests Operational Ready for Service Check Marcomms & Demand Generation Channel, Sales & Distribution Sales Collateral & Toolkit Incentives and Commissions Customer Support Training Ready for Sale Check Customer Feedback Performance Reporting Draft Product/Market fit CE & Concept Validation Product Market / Fit However never compromise on delivering a great customer experience! Innovation Research Analysis Synthesis Idea Screen & Capture Concept Validation Lifecycle Management
  • 10. 10 Copyright CX NPD ltd Apply effective governance through clear decision gates and cross functional prioritisation… Business Plan & Strategy Product Portfolio Management Resource Management Gating and Governance Concept Capture Customer Experience Design Build Test Launch Assess Tasks & Activities Documentation Project Management Systems ProcessManagementSupport BusinessManagement Create a line-of-sight from business strategy to execution. Stop the barnacle NPD projects!
  • 11. 11 Copyright CX NPD ltd A Customer Experience driven NPD process delivers significant benefits for every business Customer experience at the heart of product development 01 02 03 05 04 06 Products are based on deep insights and continuous learning Competitive advantage obtained through simplicity and speed Drives the business plan, goals and strategic initiatives into tangible launched products Agile and responsive methodology with extensive cross- functional problem- solving Provide clear guidance for businesses transitioning into the digital space
  • 12. 12 Copyright CX NPD ltd More on the Customer Experience NPD methodology…. The CX New Product Development methodology places Customer Experience at the heart of your product development. It embeds CX focus deep into each development phase ensuring that your processes and organisation deliver a great customer experience at every customer touch point. The method integrates the latest product development techniques such as concept canvas, product market fit, lean development and other agile techniques in a pragmatic product development process. The methodology provides: • A process based on deep customer insight and continuous learning; • Clear guidance at every stage of product development; • An agile and responsive approach with extensive cross-functional problem-solving; • A clear translation of the company business plan into a winning product portfolio. The CX NPD methodology will enable your business to gain competitive advantage through placing Customer Experience at the heart of your product development. Please visit www.cxnpd.com