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Why Buy a Feature is GREAT at Prioritizing Features



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Using Buy A Feature Online
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Why Buy a Feature is GREAT at Prioritizing Features

  1. 1. Why Buy a Feature Online is a Great Market Research Tool<br />
  2. 2. Summary<br />You have a list of features. You want to keep this small so you can release quickly.<br />We prioritize your features by engaging your customers in online games.<br />Our method provides you with actionable results. You get:<br />…<br />…<br />…<br />…<br />The reasons behind the ranking.<br />A list of features ranked by your customers. <br />Customer feedback that shapes and improves the features.<br />And your customers enjoy the process!<br />
  3. 3. Agenda<br />Traditional approaches to feature prioritization<br />Problems with traditional approaches<br />Buy a Feature<br />Benefits of Buy a Feature<br />
  4. 4. Traditional Approaches to Feature Prioritization<br />A single smart expert prioritizes on their own…<br />A small team negotiates the list… <br />
  5. 5. Problems with Traditional Approaches<br />Can the organization trust the instincts of the expert?<br />Where is the “Voice of the Customer”?<br />Small groups representing other organizations can slow down the process as they have to continually check with their organization.<br />
  6. 6. What We Want To Prioritize Features<br />Lots of people actively engaged:Customers, Partners, Employees…<br />A method that produces results!<br />What are the priorities?<br />What are the reasons behind the priorities?<br />A method that improves the features!<br />A method that customers will enjoy!<br />
  7. 7. How to Get a Group of People To Prioritize a List of features…And Have Fun Doing It!The Innovation Game® Buy a Feature<br />
  8. 8. Buy a Feature: A Collaborative Prioritization Game!<br />12-20 items described in terms of benefits and costs<br />5 to 8 players given limited budget<br />Purchased items represent shared priorities<br />Chat logs shape results<br />A Game To<br />Prioritize Stuff<br />
  9. 9. To illustrate how Buy a Feature works, let’s imagine you make coffee makers and you want to prioritize a list of potential features with a group of channel partners from around the world. <br />
  10. 10. First, You Will Load Items Into Our System<br />“Shirt Sizes” help you quickly price your features – or you can enter a price directly!<br />A list of features with prices. See any you like?<br />
  11. 11. Next, You’ll Invite Players To Your Game<br />
  12. 12. Players are given a limited virtual budget to buy features.<br />Player bids.<br />Highly desired features are purchased through collaborative negotiation.<br />Players chat during the game providing you with rich insights that shape the features.<br />Players Collaboratively Purchase features<br />E<br />F<br />G<br />H<br />
  13. 13. Analyze Results to Identify the “What and Why” of Important features<br />ANALYZE<br />Who purchased what?<br />How much did they bid?<br />Who negotiated with whom?<br />What did they say?<br />How did they shape the features?<br />E<br />F<br />G<br />H<br />
  14. 14. Play Several Games To Identify Trends<br />We’ve played 35 Coffee Maker games with more than 150 people from around the world. Here are the results. <br />The “red” bar means that in some games players spent MORE money than needed.<br />These results are scaled based on the number of times an item was purchased. <br />All data from the games can be downloaded into Excel for detailed analysis. <br />
  15. 15. And yes, it is FUN<br />Chat log extracts from three games played to prioritize a product backlog.<br />
  16. 16. Ian Culling, VersionOne CTO says:<br />“Our customers really enjoyed the experience and appreciated the opportunity to have influence on our roadmap and priorities – in an hour or less of their time.” <br />“The rich information captured during the game helped us understand the basis for that prioritization”<br />“The basic prioritized results held surprises”<br />“The conclusions and recommendations derived from the results were incredibly insightful.”<br />
  17. 17. We Use a Tournament For Large Numbers of Features<br />Game 1 <br />15 features<br />Game 3<br />Winners of games 1 & 2<br />Game 2<br />15 features<br />…<br />…<br />…<br />…<br />Game 5<br />Game 5<br />16 features<br />46 features…<br />Example: Suppose you had 46 features. We would run a 5 game tournament. Since each game will have 7 players, you’ve just engaged 35 people!<br />
  18. 18. To Increase ConfidenceRun Several Tournaments<br />Each Tournament produces a unique result based on the employees invited to play each game. <br />Patterns always emerge!<br />This is an example inspired by real features for a F500 company!<br />Mobility Engagement <br />is the obvious winner! <br />Three Tournaments will engage more than 100 of your global customers!<br />
  19. 19. Tournament Results & Benefits<br />What: A prioritized list features.<br />Why: The reasons behind the priorities.<br />Who: Instead of asking a few leaders to make the decision, our approach leverages the wisdom of your “customer crowd”.<br />Engagement: Instead of a long and boring survey, your customers play a one hour game. They enjoy the chance to collaborate with other customers!<br />
  20. 20. Want To Learn More? <br />Visit us at:<br />Contact us at <br />Call us at (408) 529-0319.<br />Share this deck.<br />

Editor's Notes

  • This is a sample of the chat logs from a set of games we played for VersionOne to prioritize their strategic backlog.
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