Defining your Product Strategy using UX

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In this session we will discuss how using UX to validate, refine and even define your product’s strategy and business principles can lead to the coveted innovation we all aim for.

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Defining your Product Strategy using UX

  1. 1. Jacques Woodcock Defining your product strategy using UX @jacques_thekit @kitportalThursday, November 17, 11
  2. 2. A little about me...Thursday, November 17, 11
  3. 3. - Degree in DesignThursday, November 17, 11I started by getting my degree in design...
  4. 4. - Degree in Design - Multimedia DesignerThursday, November 17, 11...then started doing multimedia design...
  5. 5. - Degree in Design - Multimedia Designer - Multimedia ProgrammerThursday, November 17, 11...then multimedia programming...
  6. 6. - Degree in Design - Multimedia Designer - Multimedia Programmer - Coldfusion, Javascript, PHPThursday, November 17, 11...then started learning most web technologies....
  7. 7. - Degree in Design - Multimedia Designer - Multimedia Programmer - Coldfusion, Javascript, PHP - Project ManagmentThursday, November 17, 11...then on to project management...
  8. 8. - Degree in Design - Multimedia Designer - Multimedia Programmer - Coldfusion, Javascript, PHP - Project Managment - Business Dev, Ops ManagmentThursday, November 17, 11...business development and operations management...
  9. 9. - Degree in Design - Multimedia Designer - Multimedia Programmer - Coldfusion, Javascript, PHP - Project Managment - Business Dev, Ops Managment - Strategy/UXThursday, November 17, 11... and am now focusing on strategy and UX.
  10. 10. 1 stThursday, November 17, 11First, to make sure we’re all on the same page...
  11. 11. What is UX?Thursday, November 17, 11- UX is simply designing for the needs of your end-user in a manner that the end-user wouldexpect or can easily interpret.
  12. 12. What is UX?Thursday, November 17, 11- Of course this is an oversimplification but I believe when you get rid of industry jargon,technical speech, youll find this is the essence.
  13. 13. UX + Business StrategyThursday, November 17, 11- So what does the design have to do with Business Strategy?
  14. 14. Design?Thursday, November 17, 11- Well, what is design?
  15. 15. Design?Thursday, November 17, 11- Most people will say its making pretty pictures or something that has to do with art.
  16. 16. Design?Thursday, November 17, 11- I argue it has nothing to do with making pretty pictures or art, but it is a creative process.
  17. 17. Design is...Thursday, November 17, 11- Design is simply the structuring of elements into a pleasing, or usable, product for thetarget audience to consume.
  18. 18. Thursday, November 17, 11- Okay, so why should we care about UX when defining our products.
  19. 19. UX Design as Business StrategyThursday, November 17, 11- Lets look at it this way. Say, Im tried of reading stupid websites that rates restaurants fromsome ambiguous persons perspective and they use some arbitrary rating system that doesntmean anything in the real world.
  20. 20. UX Design as Business StrategyThursday, November 17, 11Im good with computers so I decide Im going to make an App that allows my friends to raterestaurants and this rating system is something like dirty dishes dirty cook, great food, cheepfood poor service, beer selection to die for and so fourth and so fourth.
  21. 21. UX Design as Business StrategyThursday, November 17, 11Then you want to be able to favorite restaurants and book reservations.
  22. 22. UX = DefinedThursday, November 17, 11- Well, youve just designed a user experience.
  23. 23. UX != CompletedThursday, November 17, 11- Sure, you havent put drapes on the walls yet, but you know the room has 3 windows,hardwood floors and skylight.
  24. 24. Product/Business Model User ExperienceThursday, November 17, 11- The point is we come up with product ideas, business models and service ideas all basedaround delivering a desired experience to a group of users.
  25. 25. Product/Business Model User ExperienceThursday, November 17, 11- Even if its providing an experience that you know your users want but they dont know theywant, its a user experience that you are selling them.
  26. 26. Product/Business Model Incorporated User ExperienceThursday, November 17, 11- We seem to forget this when we incorporate.
  27. 27. User Experience User Experience User Experience Product/Business Model Product/Business Model Product/Business Model Market Research Business Climate VCThursday, November 17, 11- We can hide behind market research, business climates and VC questions all day long andjustify changes based on any of these points, but the fact stands that what forces yourconcept/product to change is each of these areas understanding of what best userexperience to deliver.
  28. 28. User Experience User Experience User Experience Product/Business Model Product/Business Model Product/Business Model Market Research Business Climate VCThursday, November 17, 11- So it alters your original vision. Some times this is good, some times this is bad.
  29. 29. User Experience + Monetize = Product/Business ModelThursday, November 17, 11- Of course you still have to find a way to monetize your product, but if you are solving aproblem for a user, or should we say a customer, wouldnt they expect to pay you in someway?
  30. 30. Thursday, November 17, 11- How many UX designers are here today? Youre not going to like this much.
  31. 31. User Experience = Product/Business ModelThursday, November 17, 11- Okay, weve defined that our products are packaged user experiences and that all businessstrategist are actually part UX designers.
  32. 32. User Experience = Product/Business ModelThursday, November 17, 11- Boy, UX designers will beat me for saying that.
  33. 33. User Experience = Product/Business ModelThursday, November 17, 11- So the point here is embrace the fact that you MUST consider the user experience in all yourbusiness decisions, not just from a top level of "this product allows you to rate restaurants"but all the way down to "you can search by location or name,
  34. 34. User Experience = Product/Business ModelThursday, November 17, 11then you get a page with all the reviews that you can scroll through and even add your ownreview to, or get a phone number, website address or book a reservation, also save to yourfavorites."
  35. 35. Product/Business Model save to your favorites book a reservation get a number/website address add your own review User Experience scrollable page with all the reviews search by location or nameThursday, November 17, 11- Consider this depth of thinking when you consider your strategy.
  36. 36. Innovation Product/Business Model save to your favorites book a reservation get a number/website address add your own review User Experience scrollable page with all the reviews search by location or nameThursday, November 17, 11- I think when you embrace planning your business strategy around your user experienceyoull start to ask the questions that will lead you to innovation.
  37. 37. Innovation Product/Business Model save to your favorites book a reservation get a number/website address add your own review User Experience scrollable page with all the reviews search by location or nameThursday, November 17, 11- Innovation is rarely found in a technology alone, but is found when its coupled with a userexperience that allows that technology to be easily digestible by large masses of consumers.
  38. 38. Thursday, November 17, 11I dont want to just sit here and debate definitions of Business strategy and user experience, Ialso want to talk about some techniques and tools for incorporating planning your businessstrategy around your user experience.
  39. 39. 1. DialogueThursday, November 17, 11- The most important thing you can do no matter what you sell, is to have an open dialoguewith at least 10 customers that make up the majority of your user demographic.
  40. 40. 1. DialogueThursday, November 17, 11- Get to know these people, first names, families, friends, let them get to know you. Buythem drinks, coffees, lunches, sports games, whatever; just get an open dialogue with them.
  41. 41. 1. DialogueThursday, November 17, 11- Youll find that this dialogue will be more crucial to you than just surveying your user base.You want/need the free opinions of a set of your users to be unfiltered and unsolicited.
  42. 42. 1. DialogueThursday, November 17, 11- Surveys are typically questions that you answer yourself, from your perspective.
  43. 43. 1. DialogueThursday, November 17, 11- To be a digestible survey, you have to provide preset answers. While you can dive into somegreat information, its still filtered by your preconceived ideas when structuring thequestions.
  44. 44. 1. DialogueThursday, November 17, 11- So have these relationships with an open dialogue.
  45. 45. 1. DialogueThursday, November 17, 11- Youll find that you probably already have these relationships, but with other businessowners and other strategic thinkers, but do they use your product everyday?
  46. 46. 1. DialogueThursday, November 17, 11- Thats great insight to get, but it doesnt tell you what your users really want and need.
  47. 47. 2. TestThursday, November 17, 11- You need to be testing all facets of your product, all the time.
  48. 48. 2. TestThursday, November 17, 11- Analytics, AB testing, setting up funnels and heat maps are all great. Use them.
  49. 49. 2. TestThursday, November 17, 11- Find out what features are working now and it will help you understand what will work inthe future.
  50. 50. 2. TestThursday, November 17, 11- Use them to fine-tune your offering. If less than 10% of your user base is using a feature,consider dropping it.
  51. 51. 2. TestThursday, November 17, 11- Youll save on support of the feature, have a cleaner offering and a tight user experience.
  52. 52. 2. TestThursday, November 17, 11- Some tools that I recommend using beyond analytics are focus groups and screencapturing.
  53. 53. 2. TestThursday, November 17, 11- I cant say enough about screen capturing. Check out Lucky Orange. It allows you toactually see, in realtime, where your users are from, and how they use your site, even all theirmouse movements.
  54. 54. 2. TestThursday, November 17, 11- Of course that is great for web offerings, but what about none web-based offerings.
  55. 55. 2. TestThursday, November 17, 11- Its hard to think of products now a days that are not tied to the web. Take advantage ofthat.
  56. 56. 2. TestThursday, November 17, 11- If they are not, focus groups are good, but dont compare to actually going out to see yourproduct used in the real world.
  57. 57. 2. TestThursday, November 17, 11- Look for product groups, or spend time at a shop that sells your product.
  58. 58. 3. PrototypingThursday, November 17, 11- So how do you test for new products and business models?
  59. 59. 3. PrototypingThursday, November 17, 11- Prototyping.
  60. 60. 3. PrototypingThursday, November 17, 11- Quickly mock something up and get it into the hands of your potential users.
  61. 61. 3. PrototypingThursday, November 17, 11- Youll get what you spent on the prototype back in knowledge and save in future expenses.
  62. 62. 3. PrototypingThursday, November 17, 11- Prototyping can tell you if a product has the potential to sink or swim.
  63. 63. 3. PrototypingThursday, November 17, 11- Prototyping doesnt have to be perfect. Its main goal is to start a conversation with yourpotential market, to learn what will make it perfect.
  64. 64. 4. RefineThursday, November 17, 11- Is there ever a point where a product is perfect? We all know that answer, no.
  65. 65. 4. RefineThursday, November 17, 11- Be it for changes in technology, changes in market, or changes in user behaviors.
  66. 66. 4. RefineThursday, November 17, 11- Over time, the populace gets smarter about technology and what their expectationschange.
  67. 67. 4. RefineThursday, November 17, 11- They may still want to sign up for emails, but the way they want to do it today is not thesame way they wanted to do it 5 years ago.
  68. 68. 4. RefineThursday, November 17, 11- So refine.
  69. 69. 4. RefineThursday, November 17, 11- A tight product that is easy to understand as much as its easy to use will never feel old to auser.
  70. 70. Finishing UpThursday, November 17, 11- Lastly, on the point of finding innovation in business by focusing on your user experience,let me ask you what innovation is.
  71. 71. "a new idea, method, or device"Thursday, November 17, 11- Webster sums it up as "a new idea, method, or device"
  72. 72. "a new idea, method, or device"Thursday, November 17, 11- I believe this to be a wrong definition of what it means to be innovative.
  73. 73. "the creation of better or more effective products, processes, technologies, or ideas that are accepted by markets, governments, and society."Thursday, November 17, 11- "the creation of better or more effective products, processes, technologies, or ideas thatare accepted by markets, governments, and society."
  74. 74. InnovationThursday, November 17, 11- This to me means innovation.
  75. 75. New != Innovation Better = InnovationThursday, November 17, 11- Whats the difference, the simple additions of "better".
  76. 76. Better = ?Thursday, November 17, 11- What ultimately makes something better?
  77. 77. Better = Problem Solved + UXThursday, November 17, 11- Solving a problem & the user experience.
  78. 78. UX = ProductThursday, November 17, 11- Solving a problem & the user experience.

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