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Product Strategy for UXers

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Product Strategy for UXers

  1. 1. Product Strategy for UXers Presented by Kevin Vigneault at NOVA UX onJuly 16, 2014
  2. 2. Hello, my name is Kevin Vigneault @hellokv
  3. 3. Tonight I’m going to talk about Product Strategy
  4. 4. More specifically... Digital Consumer Products
  5. 5. • Currently a UX Designer • Formerly a Project Manager • 7+ years at Viget • Degrees in HCI, Economics & Finance About Me
  6. 6. I am NOT a product strategist.
  7. 7. • Product Managers? • Executives? • Marketing? • Business Services? Who guides product strategy?
  8. 8. 1. User-centered perspective 2. Research & testing skills 3. Familiarity with design & build The UX Advantage
  9. 9. Product strategy should be driven primarily by user experience, not business objectives or technical capabilities.
  10. 10. • What is product strategy? • What is GOOD product strategy? • What should you build? • How much should you charge? I will try to answer...
  11. 11. What is product strategy?
  12. 12. Design Business Strategy Product
  13. 13. What is a product?
  14. 14. An entity that when consumed provides value to an organization. An entity that when consumed provides value to an organization.
  15. 15. Augmented Actual
  16. 16. What is strategy?
  17. 17. A vision for your desired outcome and a plan for how to achieve it.
  18. 18. Planning is NOT strategy.
  19. 19. “Everyone has a plan until they get punched in the face.” Mike Tyson
  20. 20. Vision Strategy Plan
  21. 21. What is good product strategy?
  22. 22. Deciding what NOT to do.
  23. 23. “Fear and discomfort are an essential part of strategy.” Roger L. Martin Harvard Business Review Magazine
  24. 24. • Keeping up with competition • Wasting development resources • Appeasing everyone • Missing out on that critical thing What are we afraid of?
  25. 25. 1. Simple & Clear 2. User-centered 3. Bold & Aggressive 4. Long-term 5. Imperfect & Agile Good strategies are...
  26. 26. What should you build?
  27. 27. “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
  28. 28. Simple is NOT inherently superior to complex.
  29. 29. The Tyranny of Small Decisions A series of small, individually rational decisions that cumulatively result in an undesirable outcome.
  30. 30. The House of Quality
  31. 31. 1. Generate ideas 2. Design & build some of them 3. Never launch Level 0
  32. 32. 1. Generate ideas 2. Design & build everything 3. Launch & see Level 1
  33. 33. 1. Generate ideas 2. Prioritize 3. Design & build by priority 4. Launch incrementally, test & evaluate Level 2
  34. 34. 1. Generate ideas 2. Group logically & prioritize 3. Design & build in groups by priority 4. Launch incrementally, test & evaluate Level 3
  35. 35. Well that didn’t answer the question...
  36. 36. How much should you charge?
  37. 37. Whatever price generates the most revenue over a defined period of time.
  38. 38. Quantity Price
  39. 39. 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
  40. 40. Quantity Price
  41. 41. Quantity Price
  42. 42. • Derive a demand curve from sample prices • Learn your customers’ sensitivity to price The point...
  43. 43. • Decoy Products • Odd Pricing • Price Anchoring Other Pricing Topics
  44. 44. Predictably Irrational by Dan Ariely
  45. 45. In summary...
  46. 46. 1. Product strategy is important 2. UX professionals are uniquely qualified to lead the charge 3. Think boldly & play to win Key Takeaways
  47. 47. All done, thanks.

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