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In this lecture Poornima will cover how to use the feedback collected from customers to turn them into features, prioritize features in a product roadmap, and provide techniques for picking features that become part of an MVP (minimum viable product).
You can watch the lecture here: http://youtu.be/ryf6dNOF_Uc
In this lecture Poornima will cover how to use the feedback collected from customers to turn them into features, prioritize features in a product roadmap, and provide techniques for picking features that become part of an MVP (minimum viable product).
You can watch the lecture here: http://youtu.be/ryf6dNOF_Uc
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
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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
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5.
Market Research
Customer Discovery
Early Adopter
Pricing
Product
Distribution
Validation
Customer Creation
Business/Company
Formation
Mainstream Adopters
Money for Marketing
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6.
Customer Discovery
Validation
Customer Creation
Business/Company
Formation
Early Adopter
Pricing
Product
Distribution
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7.
Rework
Measure
Feedback
Customer
Discovery
Process.
Release.
Usability Testing
Product Roadmap
Build.
Feasibility given
resources.
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8.
What is an minimum viable product?
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9.
1. Value proposition
2. Early adopter
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10.
Wireframes
Usability Testing
Collect Feedback
Create Stories
Product
Roadmap
Minimum Viable
Product
Align business and
product
Differentiate
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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
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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
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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
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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)
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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
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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
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33.
Wireframes
High Fidelity Mockups
Designer
Usability
Customer Discovery
Business Goals
Feasibility given time
frame and abilities.
Functionality
Developer
Product
Manager
Product Lifecycle
Coordination
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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
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35.
Creativity needs time
Wants to iterate
Needs to
understand design
for implementation
Developer
Designer
Product
Manager
Held up waiting for
design
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36.
Choose goals carefully for MVP.
Supplemental Reading: The Best Startups Minimize Their Dimensions of Innovation
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37.
Establish a loose process initially.
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38.
Receive feedback
before iterate.
Designer
Begin implementing
functionality that is
de-coupled from
design.
Developer
Product
Manager
Orchestrate small
hand-offs
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39.
Rework
Measure
Feedback
Customer
Discovery
Process.
Release.
Usability Testing
Product Roadmap
Build.
Feasibility given
resources.
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40.
Keep the process in check with a postmortem.
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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
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43.
Both the process and product.
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44.
Wireframes
Usability Testing
Collect Feedback
Create Stories
Product
Roadmap
Minimum Viable
Product
Align business and
product
Differentiate
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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
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46.
Go back to initial interviews.
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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
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48.
Needs exposed in
initial interview
+
Feedback from
paper prototyping
+
Feedback from
interactive wireframes
Minimum Viable Product
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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
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50.
Can’t Build What You Want
• Still
address a pressing need for early adopters.
• Identify a value proposition.
• Differentiate from competition.
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51.
Prioritizing Stories
• Building
the basics.
• Breaking down stories into basic components.
• Handling scope creep.
• Re-prioritizing stories.
• Test (internally) + Ship + Test (early adopters)
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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
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