Think Product
Awaken the Steve Jobs in You
@rolandbenedetti @ J.Boye Philadelphia 2014
Few words about the product person in me
My last 15 years:
!
• Team Lead on CRM Web Apps for Telcos / Cap Gemini
• Archite...
A look 10 years back
Breaking the Buzzword Wall
#UX
#TMTLAS...?
#WEM
#CXM
#WCXM
#UXP
#UXM
Customer
Experience
Management
Employee
Experience
Ma...
☐ Client/device software capabilities
☐ Requirements, the problem we try to solve
☐ Network capabilities
☐ Server capabili...
What changed, what didn’t
!
Flexible Content Architecture
1-1 Personalization
Multi-channel
Profiling & Targeting
Ads
Work...
What changed, what didn’t
What changed, what didn’t
Image courtesy of © 2014 Newfangled Web Developers
ProductProducInte
What changed, what didn’t
Product
Interface
Users
ProductProducInteUser
Experience
Products
by Nick Finck & Raina Van Cleave
Outside In Vs. Inside Out
What changed, what didn’t
What’s a product &
why managing it?
What’s a product & Why managing it?
What’s a product & Why managing it?
Product
A good or a service (or combination of both) built and offered by an organizat...
h"p://www.experiencedynamics.com/store/posters/importance-­‐user-­‐
experience-­‐poster
Loyalty
Trust
Credibility
Profitab...
What’s a product & Why managing it?
What’s a product & Why managing it?
About User needs & requirements
the USER is always right
Nick Finck & Raina Van Cleave
First Commandment of User Experienc...
You can't just ask customers what they want and then try to
give that to them. 



By the time you get it built, they'll w...
Product or Service?
Product and Service!
A product is not a project
Product Management
≠
Project Management
A product is not a project
How to get there?
Agility?
Would you bet on the hole-in-one?
Agility?
… not necessarily
Agility?
Release early, release often.
Adapt the methodology to your context.
Keep it simple & lean.
Iterate.
Less is More!
•euueueoueo
•ueouoeeuoeuo
We try to keep in mind when revisiting the eZ Publish UI
Inspirations
*Read the Marketing Myopia...
by Nick Finck & Raina Van Cleave
Try to live in their skin
for a while
Or at least show some empathy... 30
Understand your users, how?
Wrapping-up with 10 take-aways
1. Manage your Digital project / Web presence / Website as a product, not only as a
project...
Thank You!
Roland Benedetti
@rolandbenedetti
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Awaken the Steve Jobs in you By: Roland Benedetti

  1. 1. Think Product Awaken the Steve Jobs in You @rolandbenedetti @ J.Boye Philadelphia 2014
  2. 2. Few words about the product person in me My last 15 years: ! • Team Lead on CRM Web Apps for Telcos / Cap Gemini • Architect / Pixelpark (full service agency) • Consultant / Degetel & Solo • Project Lead at Musiwave (now Microsoft) • VP Product Management at eZ Systems (WCM vendor) • VP Products & Marketing at Nuxeo (ECM vendor) • VP Product Management at eZ Systems (WCM vendor)
  3. 3. A look 10 years back
  4. 4. Breaking the Buzzword Wall #UX #TMTLAS...? #WEM #CXM #WCXM #UXP #UXM Customer Experience Management Employee Experience Management UserExperiencePlatform ... let’s speak simply about things! #CMS #wcm #Death By Tla #CEM
  5. 5. ☐ Client/device software capabilities ☐ Requirements, the problem we try to solve ☐ Network capabilities ☐ Server capabilities ☐ User expectations and relations to digital applications What changed the most in the CMS/CEM space since 2000s? Submit
  6. 6. What changed, what didn’t ! Flexible Content Architecture 1-1 Personalization Multi-channel Profiling & Targeting Ads Workflow e-Commerce User Generated Content Front End Editing Collaboration Content Promotion on Social Content Curation … ! ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ - - ! ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ 20142004
  7. 7. What changed, what didn’t
  8. 8. What changed, what didn’t Image courtesy of © 2014 Newfangled Web Developers
  9. 9. ProductProducInte What changed, what didn’t Product Interface Users ProductProducInteUser Experience Products
  10. 10. by Nick Finck & Raina Van Cleave Outside In Vs. Inside Out
  11. 11. What changed, what didn’t
  12. 12. What’s a product & why managing it?
  13. 13. What’s a product & Why managing it?
  14. 14. What’s a product & Why managing it? Product A good or a service (or combination of both) built and offered by an organization that serve the needs of end-users and deliver them value, which indirectly allow the product organization to derive value from it in different ways (sales, awareness, market positioning…) Product = End-user value = Business value User Experience > End-user Value > Business Value
  15. 15. h"p://www.experiencedynamics.com/store/posters/importance-­‐user-­‐ experience-­‐poster Loyalty Trust Credibility Profitability Intention of Purchase Intention to Return User Satisfaction Word of Mouth
 A Positive Experience brings
  16. 16. What’s a product & Why managing it?
  17. 17. What’s a product & Why managing it?
  18. 18. About User needs & requirements the USER is always right Nick Finck & Raina Van Cleave First Commandment of User Experience the USER doesn’t always know what is RIGHT Steve Jobs
  19. 19. You can't just ask customers what they want and then try to give that to them. 
 
 By the time you get it built, they'll want something new. Give them what they need, Not what they want!
  20. 20. Product or Service? Product and Service!
  21. 21. A product is not a project Product Management ≠ Project Management
  22. 22. A product is not a project
  23. 23. How to get there?
  24. 24. Agility? Would you bet on the hole-in-one?
  25. 25. Agility? … not necessarily
  26. 26. Agility? Release early, release often. Adapt the methodology to your context. Keep it simple & lean. Iterate.
  27. 27. Less is More!
  28. 28. •euueueoueo •ueouoeeuoeuo We try to keep in mind when revisiting the eZ Publish UI Inspirations *Read the Marketing Myopia - Harvard Business Review Have you heard about 
 Marketing Myopia?*
  29. 29. by Nick Finck & Raina Van Cleave
  30. 30. Try to live in their skin for a while Or at least show some empathy... 30 Understand your users, how?
  31. 31. Wrapping-up with 10 take-aways 1. Manage your Digital project / Web presence / Website as a product, not only as a project. 2. 1st understand your Digital Business drivers and indicators, no product management without it. 3. Now, User comes first. 4. Doesn’t mean he is right. 5. It’s all about Iteration and Agility. Balancing long and short term. 6. Don’t be slave of the methodology or tools. 7. Less is more. Let the simplicity decide. 8. Don’t focus on the tools and the technology, they are here to help - disposal technology 9. Communication, communication, communication. 10. It’s not so much about ideas. !
  32. 32. Thank You! Roland Benedetti @rolandbenedetti

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