More Related Content Similar to Product Strategy for UXers (20) Product Strategy for UXers5. • Currently a UX Designer
• Formerly a Project Manager
• 7+ years at Viget
• Degrees in HCI, Economics & Finance
About Me
9. Product strategy should be driven
primarily by user experience, not business
objectives or technical capabilities.
10. • What is product strategy?
• What is GOOD product strategy?
• What should you build?
• How much should you charge?
I will try to answer...
14. An entity that when
consumed provides value to
an organization.
An entity that when
consumed provides value to
an organization.
22. A vision for your desired
outcome and a plan for how to
achieve it.
30. • Keeping up with competition
• Wasting development resources
• Appeasing everyone
• Missing out on that critical thing
What are we afraid of?
31. 1. Simple & Clear
2. User-centered
3. Bold & Aggressive
4. Long-term
5. Imperfect & Agile
Good strategies are...
33. “A complex system that works is invariably
found to have evolved from a simple system
that worked. A complex system designed
from scratch never works.”
John Gall
General Systemantics
36. The Tyranny of
Small Decisions
A series of small, individually rational
decisions that cumulatively result in an
undesirable outcome.
40. 1. Generate ideas
2. Prioritize
3. Design & build by priority
4. Launch incrementally, test & evaluate
Level 2
41. 1. Generate ideas
2. Group logically & prioritize
3. Design & build in groups by priority
4. Launch incrementally, test & evaluate
Level 3
46. 1. Collect emails
2. Set a high base price
3. Email 1/3 the base price, 1/3 a 25%
discount, & 1/3 a 50% discount
4. Track conversions per cohort
How to Test Price
49. • Derive a demand curve from sample
prices
• Learn your customers’ sensitivity to price
The point...
53. 1. Product strategy is important
2. UX professionals are uniquely qualified to
lead the charge
3. Think boldly & play to win
Key Takeaways