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The User Experience IS the         Product Experience       Product Management ConferenceLarry Cornett, Ph.D.
Overview• The Power of Product Experience• User-Centered Product Design (UCD)• The Role of Product Management• Product Suc...
The Power ofProduct Experience
• What the user experience with your product really is about.  What is it really about?
• What the user experience with your product really is about.  What is it really about?                                   ...
• What the user experience with your product really is about.           What is it really about?Source: engadget
• What the user experience with your product really is about.          What is it really about?©iStockphoto.com/Nyul
• What the user experience with your product really is about.         Focus on UE matters    • It wasn’t always the case  ...
My Background
• What the user experience with your product really is about.    What I’ve experienced                     Apple’s user ex...
• What the user experience with your product really is about.    Competitive landscape• Technologies are becoming commodit...
Extreme MVPSource: SeekNuance.com
• What the user experience with your product really is about.                               Who will win?    • Companies t...
User-CenteredProduct Design
What is UCD?Source: simpsons.wikia.com © FOX Broadcasting Company
What is UCD?Don’t Just Ask  Observe
• What the user experience with your product really is about.             The UCD approach                                ...
• What the user experience with your product really is about.          Integrating UCD & Agile               • UCD integra...
• What the user experience with your product really is about.           Why does it matter?                               ...
Innovation success rate                       Global innovation average success rate               4%      across all geog...
How to succeedUser-centered innovation must be:   • Intentional   • Effortful   • Sustainable
UCD SuccessSource: Apple Computer
UCD SuccessSource: Digital Surgeons
UCD SuccessSource: Netflix.com
UCD SuccessSource: Mint.com
UCD Failures            Google Nexus OneSource: www.amazon.com
UCD Failures              Sansa e200 Series              MP3 PlayerSource: User Interface Engineering
UCD FailuresSource: www.crunchbase.com
Typical UCD barriers   • Existing processes   • Lack of understanding   • Unclear ROI   • Time pressure   • Perceptions of...
Who is accountable?        Ultimately...           You    Product Management  must be the champion forUser-Centered Produc...
The Role ofProduct Management
Product management               Usability     Design                Engr                                          ct Expe...
What are you?• You are not:   • Project management   • Program management   • Marketing   • Business analytics• You are th...
Being the champion • Creating a vision • Defining the strategy • Specifying the right product • Executing the plan • Valida...
User-centered philosophy • Beyond the product and process... • Champion for the customer • Champion for the experience • B...
Your allies Research  Design Usability Analysts MarketingEngineering
Product Success    at eBay
Defining success     • The marketplace ecosystem:          •   Buyer success drives Seller success          •   Seller succ...
Aligning goals    Business  User Community
Redesigning selling• Increase completion rate for new sellers• Improve efficiency for experienced sellers• Develop scalable...
Selling form before* Source: Micah Alpern, Lead Designer, eBay
Unique challenges• The eBay Community “owns” eBay• Sellers power the marketplace• Yet, must balance with buyers• Support l...
The process• Define Goals: User, Business, Product• Disrupt: Start from a “blank slate”• Design for elegance + power + scal...
UCD practices• Ethnographic field research• Surveys• Seller interviews• eBay “Voices”• Rapid prototyping and iterative test...
The result* Source: Micah Alpern, Lead Designer, eBay
Success• Improved ease of use, efficiency, scalability,  and profitability• 25% to 50% reduction in the listing time• Commen...
Continued success            • eBay Mobile            • Almost $2 Billion                USD in goods sold                ...
Continued success            • eBay Mobile            • Almost $2 Billion                USD in goods sold                ...
Lessons learned•   Observe customers in real-life settings•   Focus on the painkiller opportunities•   Innovation requires...
Q &A
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The User Experience IS the Product Experience

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A presentation by Larry Cornett of Brilliant Forge used for a Product Management conference. It highlights the power of Product Experience, some best practices for User-Centered Product Design (UCD), a brief discussion of the role of Product Management, and a use case from a product redesign at eBay.

Published in: Design, Technology, Business

The User Experience IS the Product Experience

  1. 1. The User Experience IS the Product Experience Product Management ConferenceLarry Cornett, Ph.D.
  2. 2. Overview• The Power of Product Experience• User-Centered Product Design (UCD)• The Role of Product Management• Product Success at eBay• Q&A
  3. 3. The Power ofProduct Experience
  4. 4. • What the user experience with your product really is about. What is it really about?
  5. 5. • What the user experience with your product really is about. What is it really about? Everything
  6. 6. • What the user experience with your product really is about. What is it really about?Source: engadget
  7. 7. • What the user experience with your product really is about. What is it really about?©iStockphoto.com/Nyul
  8. 8. • What the user experience with your product really is about. Focus on UE matters • It wasn’t always the case • But, customers now have choices • Competition emerges faster • A great user experience differentiates • A great user experience builds loyalty
  9. 9. My Background
  10. 10. • What the user experience with your product really is about. What I’ve experienced Apple’s user experience commands a premium and generates fanatic loyalty eBay’s focus on the customer created a lasting and engaged community Yahoo created experiences that drove engagement, retention, and revenue
  11. 11. • What the user experience with your product really is about. Competitive landscape• Technologies are becoming commoditized• Platforms enable fast development & distribution• Rapid iteration and testing cycles• Intense focus on users, data, and metrics• Innovative experiences built on top of data & tech• Race to launch minimum viable product (MVP)
  12. 12. Extreme MVPSource: SeekNuance.com
  13. 13. • What the user experience with your product really is about. Who will win? • Companies that “get it” • Companies who listen, observe, & use data • Companies that solve “pain” • Companies that obsess over the details • Companies that deliver great experiences
  14. 14. User-CenteredProduct Design
  15. 15. What is UCD?Source: simpsons.wikia.com © FOX Broadcasting Company
  16. 16. What is UCD?Don’t Just Ask Observe
  17. 17. • What the user experience with your product really is about. The UCD approach Observe the user Understand the user Involve the user Design for the user Solve real-life problems Validate with user data Repeat...
  18. 18. • What the user experience with your product really is about. Integrating UCD & Agile • UCD integrated into agile development processes • <insert diagram image>Source: Silicon Valley Product Group
  19. 19. • What the user experience with your product really is about. Why does it matter? Success or Failure
  20. 20. Innovation success rate Global innovation average success rate 4% across all geographies and industries 0% 100%Source: Doblin, Inc.
  21. 21. How to succeedUser-centered innovation must be: • Intentional • Effortful • Sustainable
  22. 22. UCD SuccessSource: Apple Computer
  23. 23. UCD SuccessSource: Digital Surgeons
  24. 24. UCD SuccessSource: Netflix.com
  25. 25. UCD SuccessSource: Mint.com
  26. 26. UCD Failures Google Nexus OneSource: www.amazon.com
  27. 27. UCD Failures Sansa e200 Series MP3 PlayerSource: User Interface Engineering
  28. 28. UCD FailuresSource: www.crunchbase.com
  29. 29. Typical UCD barriers • Existing processes • Lack of understanding • Unclear ROI • Time pressure • Perceptions of cost • Integration with Agile
  30. 30. Who is accountable? Ultimately... You Product Management must be the champion forUser-Centered Product Design
  31. 31. The Role ofProduct Management
  32. 32. Product management Usability Design Engr ct Experie du nc Pro eBusiness PM Product Customers Research Mktg Analytics
  33. 33. What are you?• You are not: • Project management • Program management • Marketing • Business analytics• You are the champion for the Product
  34. 34. Being the champion • Creating a vision • Defining the strategy • Specifying the right product • Executing the plan • Validating performance • Defending the product • Being accountable
  35. 35. User-centered philosophy • Beyond the product and process... • Champion for the customer • Champion for the experience • But, you have allies...
  36. 36. Your allies Research Design Usability Analysts MarketingEngineering
  37. 37. Product Success at eBay
  38. 38. Defining success • The marketplace ecosystem: • Buyer success drives Seller success • Seller success drives eBay success • eBay success drives product development • Every project calculated an NPV(% Improvement) x ($ of Bids, Buys, Listings, Fees & Registrations)
  39. 39. Aligning goals Business User Community
  40. 40. Redesigning selling• Increase completion rate for new sellers• Improve efficiency for experienced sellers• Develop scalable framework for future• Create a global platform• Maintain feature revenue
  41. 41. Selling form before* Source: Micah Alpern, Lead Designer, eBay
  42. 42. Unique challenges• The eBay Community “owns” eBay• Sellers power the marketplace• Yet, must balance with buyers• Support legacy data and systems
  43. 43. The process• Define Goals: User, Business, Product• Disrupt: Start from a “blank slate”• Design for elegance + power + scalability• User-centered product design• Talk to sellers continuously
  44. 44. UCD practices• Ethnographic field research• Surveys• Seller interviews• eBay “Voices”• Rapid prototyping and iterative testing• Data, data, and more data...
  45. 45. The result* Source: Micah Alpern, Lead Designer, eBay
  46. 46. Success• Improved ease of use, efficiency, scalability, and profitability• 25% to 50% reduction in the listing time• Commentthe new SYIseller: Its easy to “I think that from a is awesome. understand exactly what you need to do. Everything that you need to see is on two pages, and you can view your listing without having to open another page. If you make a mistake, you dont have to go back 7 pages to fix it. Excellent ideas! I would give it a 10!”
  47. 47. Continued success • eBay Mobile • Almost $2 Billion USD in goods sold through its mobile apps in 2010* Source: eBay.com
  48. 48. Continued success • eBay Mobile • Almost $2 Billion USD in goods sold through its mobile apps in 2010 • Further simplifying SYI* Source: eBay.com
  49. 49. Lessons learned• Observe customers in real-life settings• Focus on the painkiller opportunities• Innovation requires intentional disruption• Build fewer, bolder concepts• Get real user feedback early & often• Share progress with stakeholders frequently• Ship a viable product quickly and learn• You must be the champion for the product
  50. 50. Q &A

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