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A Balanced Diet for Digital Products: Cross-Functional Teams and Stakeholder “Food Groups”

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In order to develop effective digital journalism products, newsroom leaders need to understand the different “food groups” involved, including editorial, advertising, development, marketing, design, engagement and analytics elements. Attend this vibrant panel and get a handle on cross-functional management.

Published in: Design
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A Balanced Diet for Digital Products: Cross-Functional Teams and Stakeholder “Food Groups”

  1. 1. Product Food Groups 🥦🥖🍋🍦🍇
  2. 2. �� We’re all looking for the sweet spot. FEASIBILITY VIABILITY DESIRABILITY
  3. 3. Get all your stakeholders aligned and at the table
  4. 4. Getting Product Fit Who you need: Your x-functional Team
  5. 5. Am I on your team? Your team
  6. 6. Give them a pitch that lines up with their goals Help them...
  7. 7. Get get closer to the problems you’re solving. Help them...
  8. 8. Everyone is our customer Your team
  9. 9. Problem definition Help them...
  10. 10. We can’t test our idea until it’s perfect Your team
  11. 11. Validating a hunch with quick experiments Help them...
  12. 12. The pPhone
  13. 13. The cold soda
  14. 14. I already did that a week ago. I thought you were doing that. That’s not my job. Your team
  15. 15. Define roles and responsibilities Help them...
  16. 16. Product is responsible for... Design is responsible for... News is responsible for... We’re all responsible for... Try it: Roles + Responsibilities
  17. 17. Product + Design: • Defining the user • Defining the MVP • Writing product requirements • Prototyping with the newsroom • Providing external inspiration • Addressing stakeholder feedback Research: • Recruiting testers • Conducting the research • Instructing editors • Analyzing the results Communication: • Communicating with leadership • Getting signoff • Sharing KPI progress results Try it: Roles + Responsibilities
  18. 18. Getting the Money Who you need: Revenue Partners
  19. 19. How much is this going to cost? Your Revenue Partners
  20. 20. Run the numbers Help them...
  21. 21. Come up with a good model.
  22. 22. Napkin Math
  23. 23. It’s hard to sell a new thing Your Revenue Partners (And what’s in it for me?)
  24. 24. Value propositions Help them with...
  25. 25. Try it: Sales Flier Mad Libs With ___________, you can reach ___ _____________ with ___________ and get ______________ for only ______________. Product name Number Audience type, customer type Type of ad position How will you measure success Price per time period
  26. 26. Try it: Sales Flier Mad Libs With #ThisIsTucson, you can reach 200,000 local women with sponsored content and get 7% click-thru rate for only $750.
  27. 27. Getting the Buy-in Who you need: Senior Stakeholders
  28. 28. I am your stakeholder Everyone in the building
  29. 29. Define your stakeholders Help them...
  30. 30. I know exactly what we need to launch... Your stakeholders
  31. 31. Tell a story about your product Help them...
  32. 32. Take time to align Help them...
  33. 33. Beware the Hungry HIPPO* *highest paid person’s opinion
  34. 34. Test their hypotheses (even if you don’t agree with it?) Help them...
  35. 35. “I can meet 6 weeks from now.” “I have to leave half an hour early” “There’s breaking news - let’s just pick this up next week?” Your stakeholders
  36. 36. Understand the dynamics Help them..
  37. 37. Try it: Stakeholder Mapping Stakeholder Team What teams do you need to work with? Stakeholder Name Who is your contact? Stakeholder Needs What do those stakeholders need to know, and when?
  38. 38. Try it: Stakeholder Mapping Stakeholder Team What teams do you need to work with? Stakeholder Name Who is your contact? Stakeholder Needs What do those stakeholders need to know, and when? Newsroom Karron (News Desk) Steve (Graphics) Matt (Platforms) When designs are ready, we need to review them and give feedback so it can be incorporated before we give final sign off for development to start.
  39. 39. Online: - Facebook: Media Product People - Facebook: Platypuses in Journalism - SRCCON Product Thinking email list Offline: - Local groups ONA Local Mind The Product Product Tank Women in Product - PM therapy Some Resources! 🍇
  40. 40. Questions?

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