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Five Habits to Create Better Products Faster

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A presentation I did at the Products that Count meetup in SF. It's about the 5 habits that will help you create better products faster.

Five Habits to Create Better Products Faster

  1. Five Habits to Create Be er Products Faster Hiten Shah hnshah@gmail.com 
  2. View this presentation online: http://kiss.ly/prohabits
  3. Product, Engineering, Marketing, Growth, Sales What do you do?  
  4. Find the critical problems your customers have and solve them be er than anyone else. This is your job.
  5. An acquired behavior pattern regularly followed until it has become almost involuntary. HABIT
  6. 1. Always Start With Customers 2. Continuously Improve 3. Think Deeply 4. Use Data 5. Focus Five Product Habits
  7. 1. Always Start With Customers 2. Continuously Improve 3. Think Deeply 4. Use Data 5. Focus Five Product Habits
  8. So, you think you’re the customer and you feel their pain… you them
  9. h p://kiss.ly/peoplewant You Are Not Your Customer
  10. HTTP://KISS.LY/LEANCUSTDEV
  11. HTTP://CRAZYEGG.COM
  12. Go Where Customers Are! HTTP://CRAZYEGG.COM Be Human. Help People. (9/2006)
  13. TODO: Engage with your customers! Go to them. Don’t wait for them to come to you.
  14. HTTP://KISS.LY/WORKBACK We try to work backwards from the customer, rather than starting with an idea for a product and trying to bolt customers onto it. Ian McAllister, Amazon Working Backwards
  15. TODO: Write a launch blog post before you start any product development It’ll force you to start with the customer and find their problems.
  16. Focusing on outcome, rather than category, industry, or product type, lets you understand your real competitors. Intercom on Product Management HTTP://KISS.LY/PRODUCTBOOK Jobs to be Done
  17. HTTP://INTERCOM.IO
  18. TODO: Find out what job(s) people hire your product for Helps define what customer’s want from your product in their own context.
  19. 1. Always Start With Customers 2. Continuously Improve 3. Think Deeply 4. Use Data 5. Focus Five Product Habits
  20. Start SMALL Iterate fast Don’t do this.
  21. Go Where Customers Are!Minimum Viable Product (MVP) HTTP://KISS.LY/MVP
  22. Go Where Customers Are!Start With a Cupcake HTTP://KISS.LY/CUPCAKE
  23. TODO: Create a minimal product which satisfies the job Build less to get product in customer’s hands sooner and you’ll learn more faster.
  24. Go Where Customers Are! HTTP://KISS.LY/PLAYBOOKS Create Your Playbook Checklists, guidelines, screencasts, specifications and requirements are just a few ways to make the tasks people do in your company repeatable and scalable. Write It Down.
  25. TODO: Write the process down so it’s easier next time Product processes aren’t repeatable unless they’re documented.
  26. Collaborative Product Development Process We Used In 2012
  27. Collaborative Product Development Process We Used In 2012
  28. Collaborative Product Development Process We Used In 2012
  29. Updated Golden Motion Process We Used In 2012
  30. FREEBIE: Idea to Release Product Development Process VIEW THE GOOGLE DOC: HTTP://KISS.LY/IDEATORELEASE
  31. FREEBIE: Project Status Template USE THE GOOGLE SPREADSHEET: HTTP://KISS.LY/PROJECTSTATUS
  32. 1. Always Start With Customers 2. Continuously Improve 3. Think Deeply 4. Use Data 5. Focus Five Product Habits
  33. Click. Click. Awesome. Many of the best ideas come from deeply thinking about how to make things easier for other people. HTTP://KISS.LY/EASYTWEET
  34. TODO: Figure out how to reduce the number of steps Help people accomplish their goal with the least amount of steps. A ention spans are short. Every step counts.
  35. Evolution of A/B Testing THE ORIGIN STORY
  36. One way I have worked around my engineering deficiencies has been to hire the skills onto the marketing team. For example, in my last long-term VP Marketing role I hired a front-end designer/engineer to design and code landing pages and a dedicated DBA to build reports and run ad hoc queries. SEAN ELLIS (VP OF MARKETING, LOGMEIN 2003-2007) HTTP://KISS.LY/SEANENG Old School A/B Testing
  37. Google Website Optimizer went into beta in 2006
  38. First Generation A/B Testing
  39. First Generation A/B Testing Required engineering effort so it took days to get experiments started. Marketers were unable to run enough experiments. People who figured out how to experiment faster, got more growth.
  40. Optimizely started in 2010
  41. Second Generation A/B Testing
  42. Second Generation A/B Testing A single line of JavaScript installed once and experiments start in seconds. Marketers can now run many types of experiments on their own. Fast growth is becoming more common.
  43. Top 5 A/B Testing Platforms Adobe 3% SiteSpect 4% Google 8% VWO 8% Optimizely 77% The results of deep thinking!
  44. What’s next for A/B Testing? We’re Thinking Deeply About…
  45. TODO: Take the time to do thorough research up front It’s faster to research than to write code. Upfront depth prevents you from building the wrong things.
  46. HTTP://PRODUCTHUNT.COM Making product people’s lives easier one product at a time.
  47. 1. Always Start With Customers 2. Continuously Improve 3. Think Deeply 4. Use Data 5. Focus Five Product Habits
  48. All product initiatives need a single metric and target goal. Steve Cox, VP of Product and Engineering at KISSmetrics
  49. Data doesn’t make decisions for you.
  50. Data informs your decision making.
  51. Before You Build Anything, Make an Educated Guess. HTTP://KISS.LY/OPTDATADNA
  52. When You’ve Already Got Usage, Analyze It. What percentage of your customers or users have adopted each feature? Intercom on Product Management HTTP://KISS.LY/PRODUCTBOOK
  53. TODO: Seek out data before you take any action. Whether you have data already or not, finding it and analyzing it to determine your next steps is critical.
  54. 1. Always Start With Customers 2. Continuously Improve 3. Think Deeply 4. Use Data 5. Focus Five Product Habits
  55. Small teams mean fewer distractions, less risk of ge ing mired in pet rocks, and a singular shared focus on the customer problem at hand. David Cancel, Dri t / HubSpot / Performable / Ghostery / Compete
  56. HTTP://KISS.LY/GROWTHFOCUS
  57. A company can only do one thing at a time. Arjun Sethi, Founder and Troublemaker
  58. TODO: Are you are working on the right thing, right now? If you can’t answer this question, you should stop and reassess everything you are doing.
  59. SIMPLE RULE OF BUSINESS GROWTH Easy to understand. Difficult to execute. Focus +Sequence = Speed How fast you growWhat you choose to do The order in which you do those things
  60. Hiten Shah How can I help you? hnshah@gmail.com @hnshah

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