Lecture 13: Product Development

1. Duke ECE 490L: How to Start New Ventures in Electrical and Computer Engineering Poornima Vijayashanker poornima@femgineer.com Jeﬀ Glass jeff.glass@duke.edu Akshay Raut ar118@duke.edu 1

2. Review • Feedback Collection • Customer Case Study • Demand Creation Activities • Exercise Duke ECE 490L 2

3. Review Session: Wednesday October 23, 2013 DUHatch Idea Summary Sign up for a session here! 3

4. Agenda • Collect Feedback from Customers • Create Team Alignment • How to Create Product Roadmap • How to Pick Features for a MVP Duke ECE 490L 4

5. Market Research Customer Discovery Early Adopter Pricing Product Distribution Validation Customer Creation Business/Company Formation Mainstream Adopters Money for Marketing Duke ECE 490L 5

6. Customer Discovery Validation Customer Creation Business/Company Formation Early Adopter Pricing Product Distribution Duke ECE 490L 6

7. Rework Measure Feedback Customer Discovery Process. Release. Usability Testing Product Roadmap Build. Feasibility given resources. Duke ECE 490L 7

8. What is an minimum viable product? Duke ECE 490L 8

9. 1. Value proposition 2. Early adopter Duke ECE 490L 9

10. Wireframes Usability Testing Collect Feedback Create Stories Product Roadmap Minimum Viable Product Align business and product Diﬀerentiate Duke ECE 490L 10

11. Stages of usability testing. Duke ECE 490L 11

12. Paper Prototyping Low Fidelity Quick Iterations Test Concepts Wireframes High Fidelity Prototype Low Fidelity High Interactivity Test Workﬂows Hi Fidelity Low Interactivity Test Branding Hi Fidelity High Interactivity Test Usage & Adoption Sometimes you have to go back! Duke ECE 490L 12

13. Duke ECE 490L 13

14. Wireframes Usability Testing Collect Feedback Create Stories Product Roadmap Minimum Viable Product Align business and product Diﬀerentiate Supplemental Reading: 3 Reasons You Need a Product Roadmap, Blurred Vision is Better than Blindness Duke ECE 490L 14

15. Vision. Duke ECE 490L 15

16. Clear product value proposition. Customers Motivated to build a new solution, and personally grow. Team Stakeholders ROI Duke ECE 490L 16

17. Customers Team Stakeholders Duke ECE 490L 17

18. 1. Employees need to have empathy. Supplemental Reading: Getting Your Startup Team to Understand Your Customer Duke ECE 490L 18

19. 2. Product priorities. Supplemental Reading: Getting Your Startup Team to Understand Your Customer Duke ECE 490L 19

20. Simplicity Consistency Duke ECE 490L 20

21. 3. Time to learn. Duke ECE 490L 21

22. Set goals. Duke ECE 490L 22

23. Align Business Goals with Building Product Features • Customer Acquisition: get them to sign up! • Customer Retention: keep them around and interested. • Monetization: make $ oﬀ of them. Duke ECE 490L 23

24. ANATOMY OF A PRODUCT ROADMAP 1. Infrastructure 2. New Features 3. Customer Requests Sept 2011 Product Development Oct 2011 Reporting for Payment Tax time Gateway Integration Integrate with Monthly Email Optimize Attendance • retention • re-engagement Dec 2011 Jan 2012 Feb 2012 • new customers • new source of revenue based on % transaction Customize reminder emails for member retention Multiple Login Scheduling Integrated with Online Store QuickBooks Summary Business Beneﬁt Nov 2011 • retention • new customers • retention • new customers • retention • new customers • new customers • larger studios • increase revenue Business Goal of Feature 24

25. Purpose of Product Roadmap • Conveys long term vision • Dig into one feature at a time when brainstorming • Anticipate delays • Prepare for accelerators (funding or growth) • Business goals tie into what you are measuring (metrics) Duke ECE 490L 25

26. Getting buy-in. Duke ECE 490L 26

27. Deal with objections before you build! Duke ECE 490L 27

28. Customers Team Stakeholders Duke ECE 490L 28

29. Dealing with push back. Duke ECE 490L 29

30. Embrace Pushback • Understand where it’s coming from • Bring it back to the vision • Postmortems: give people a forum to be heard • Acknowledge and appreciate: recognize eﬀorts Duke ECE 490L 30

31. Create alignment. Duke ECE 490L 31

32. Embrace Pushback • Understand each groups interest • What’s in it for them? • Change of behavior • Be careful with too much process. • Small sales • Get buy-in at each stage • Checkpoints • Consistent Communication • Conﬂict resolution Duke ECE 490L 32

33. Wireframes High Fidelity Mockups Designer Usability Customer Discovery Business Goals Feasibility given time frame and abilities. Functionality Developer Product Manager Product Lifecycle Coordination Duke ECE 490L 33

34. Creates high fidelity Hands off high fidelity Designer Some code Creates stories Tests Builds functionality Developer Product Manager Hands off wireframes Implements high fidelity Duke ECE 490L 34

35. Creativity needs time Wants to iterate Needs to understand design for implementation Developer Designer Product Manager Held up waiting for design Duke ECE 490L 35

36. Choose goals carefully for MVP. Supplemental Reading: The Best Startups Minimize Their Dimensions of Innovation Duke ECE 490L 36

37. Establish a loose process initially. Duke ECE 490L 37

38. Receive feedback before iterate. Designer Begin implementing functionality that is de-coupled from design. Developer Product Manager Orchestrate small hand-offs Duke ECE 490L 38

39. Rework Measure Feedback Customer Discovery Process. Release. Usability Testing Product Roadmap Build. Feasibility given resources. Duke ECE 490L 39

40. Keep the process in check with a postmortem. Duke ECE 490L 40

41. Postmortem • Monthly or quarterly meetings • Give people a forum to be heard • Take turns on who runs • Broken down into 2 meetings one for voicing feedback and second for coming up with solutions • Not the time to be sensitive • Freedom to list pros and cons of current process • Don’t blame people blame the process and goals • Compile list • Pick a couple things to focus on • Revisit list each postmortem and check progress of changes Duke ECE 490L 41

42. Team will need to iterate. Duke ECE 490L 42

43. Both the process and product. Duke ECE 490L 43

44. Wireframes Usability Testing Collect Feedback Create Stories Product Roadmap Minimum Viable Product Align business and product Diﬀerentiate Duke ECE 490L 44

45. Before shipping Phase 1 Set expectations for early adopters Track usage Mechanism for collecting feedback After shipping Phase 1 2 Phase Address feedback Validate MVP features Continue to communicate Before next iteration Phase 3 Segment feedback: Blockers v. improvements Iterate Duke ECE 490L 45

46. Go back to initial interviews. Duke ECE 490L 46

47. Give them something they didn’t know they needed. Solve the problem the competitor causes. Displace current solution that isn’t competitor. Differentiate. Think about customer service. Minimum VALUE product Onboarding process Duke ECE 490L 47

48. Needs exposed in initial interview + Feedback from paper prototyping + Feedback from interactive wireframes Minimum Viable Product Duke ECE 490L 48

49. Picking Features • Should know your early adopter by now! • Diﬀerentiate based acute needs of early adopter. • You might not be able to build the exact MVP you want. • resource constraints (time, budget, talent) or the complexity involved Duke ECE 490L 49

50. Can’t Build What You Want • Still address a pressing need for early adopters. • Identify a value proposition. • Diﬀerentiate from competition. Duke ECE 490L 50

51. Prioritizing Stories • Building the basics. • Breaking down stories into basic components. • Handling scope creep. • Re-prioritizing stories. • Test (internally) + Ship + Test (early adopters) Duke ECE 490L 51

52. EXERCISE KEY OBJECTIVE(S) AGENDA Design roadmap for your product. 10 minutes 1.High level features 2.List key beneﬁts of the features 3.Proposed timeline DELIVERABLE RESOURCES Working product roadmap. Template for roadmap. 52

53. Review • Feedback Collection • Customer Case Study • Demand Creation Activities • Exercise Duke ECE 490L 53