This document discusses how product design can build online trust. It notes that trust is a human emotion that is difficult to establish but easy to erode. The role of product management is to deliver products that provide more value than competitors, build competitive advantages, and benefit businesses financially. Good product design involves understanding user and attacker personas to design for both positive and negative goals. Addressing trust problems through product design can deliver more customer value, competitive differentiation, and financial benefits.
The document discusses Nortel's entry into immersive virtual environments called the Immersive Internet using their technology called web.alive. The Immersive Internet combines virtual worlds, simulations, games and 3D applications with social media to deeply engage users. This leads to increased collaboration, effectiveness and retention for employees, customers and partners. Web.alive allows for visually stunning 3D environments, personalized avatars, positional audio and integration with existing business software. It can be used for e-commerce, e-learning and enterprise collaboration by providing contextual information, security and interaction that current solutions lack.
Managing Your Product Management CareerJeremy Horn
This document outlines 5 key success factors for managing a product management career: 1) Plan your career roadmap by setting goals and developing a timeline. Planning gives structure and clarity. 2) Focus on building relationships with external networks like customers and internal stakeholders. 3) Communicate by listening to others and sharing your expertise. 4) Continuously learn by changing industries, getting training in multiple disciplines, and learning new techniques. Learning helps you adapt your skills over time. 5) Deliver results by consistently applying the right strategies at the right times to be rewarded in your career.
The survey summarizes compensation data from 64 Australian product managers. It finds that the median salary is between $101,000-$120,000 annually. The majority of respondents are male, aged 31-35, hold a bachelor's degree, and work full-time as a product manager. Most have 1-3 years of experience and work in telecommunications, media, or digital media. Respondents typically work 46-50 hours per week and receive benefits like a phone, laptop, flexible hours and bonus eligibility. The data provides insights into factors like gender, age, education and role that influence Australian product management salaries.
If you are a product manager looking to build more meaningful customer relationships & business sustainability,this presentation provides an understanding on how your brand can drive better product & business performance.
The document discusses product management for startups operating under conditions of extreme uncertainty with limited resources. It recommends adopting a "lean" approach where the product team's mission is to mitigate the top risks through validated learning. As the "Captain De-risker", the product manager runs the team like an agile project, treating everything as experiments to validate or invalidate assumptions in order to inform strategy and repeat the cycle.
This document discusses innovation and provides definitions from various sources. It explains that innovation involves solving existing problems in new and better ways that create value for customers. The document outlines four main types of innovation: breakthrough, sustaining, disruptive, and research and development. It suggests areas where companies can innovate, including products, business models, customer engagement, and processes. The document advises product managers to determine if innovation is part of their role, review current practices, set an innovation agenda, get support, and be disciplined in their efforts to regularly deliver innovation.
The document discusses Nortel's entry into immersive virtual environments called the Immersive Internet using their technology called web.alive. The Immersive Internet combines virtual worlds, simulations, games and 3D applications with social media to deeply engage users. This leads to increased collaboration, effectiveness and retention for employees, customers and partners. Web.alive allows for visually stunning 3D environments, personalized avatars, positional audio and integration with existing business software. It can be used for e-commerce, e-learning and enterprise collaboration by providing contextual information, security and interaction that current solutions lack.
Managing Your Product Management CareerJeremy Horn
This document outlines 5 key success factors for managing a product management career: 1) Plan your career roadmap by setting goals and developing a timeline. Planning gives structure and clarity. 2) Focus on building relationships with external networks like customers and internal stakeholders. 3) Communicate by listening to others and sharing your expertise. 4) Continuously learn by changing industries, getting training in multiple disciplines, and learning new techniques. Learning helps you adapt your skills over time. 5) Deliver results by consistently applying the right strategies at the right times to be rewarded in your career.
The survey summarizes compensation data from 64 Australian product managers. It finds that the median salary is between $101,000-$120,000 annually. The majority of respondents are male, aged 31-35, hold a bachelor's degree, and work full-time as a product manager. Most have 1-3 years of experience and work in telecommunications, media, or digital media. Respondents typically work 46-50 hours per week and receive benefits like a phone, laptop, flexible hours and bonus eligibility. The data provides insights into factors like gender, age, education and role that influence Australian product management salaries.
If you are a product manager looking to build more meaningful customer relationships & business sustainability,this presentation provides an understanding on how your brand can drive better product & business performance.
The document discusses product management for startups operating under conditions of extreme uncertainty with limited resources. It recommends adopting a "lean" approach where the product team's mission is to mitigate the top risks through validated learning. As the "Captain De-risker", the product manager runs the team like an agile project, treating everything as experiments to validate or invalidate assumptions in order to inform strategy and repeat the cycle.
This document discusses innovation and provides definitions from various sources. It explains that innovation involves solving existing problems in new and better ways that create value for customers. The document outlines four main types of innovation: breakthrough, sustaining, disruptive, and research and development. It suggests areas where companies can innovate, including products, business models, customer engagement, and processes. The document advises product managers to determine if innovation is part of their role, review current practices, set an innovation agenda, get support, and be disciplined in their efforts to regularly deliver innovation.
Slides Adrienne Tan recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
Understanding customers is a fundamental activity of professional Product Management. There are many ways of gathering research that will help develop this understanding and this "Briefly Explained" presentation provides context to the What, Why and When of these different methods.
Characters at work - The use of personas in product management - brainmatesBrainmates Pty Limited
The document discusses the use of personas in product management. It describes personas as archetypical customers that bridge the gap between target market groups and real customers. The benefits of personas include helping product managers think of users and distilling large markets into single relatable profiles. Personas should be developed during planning to inform requirements. The document outlines how to create personas through research and segmentation and cautions that assumptions should be avoided.
The document discusses the role of product management in businesses. It explains that product managers are responsible for creating and communicating customer value, managing a product through its lifecycle, and turning research and development into revenue. The document also describes a meetup event focused on product management, where concepts like Porter's Five Forces and Blue Ocean Strategy were covered. The purpose of the event was to connect people interested in product management and help them better understand customers' needs.
The new mode of writing business cases focuses on the benefits of the idea rather than the cost. It should also be about speed and capture of data rather than tomes of content. Find out how to create a better business case.
Strategy is a term that is often bandied about by many without a crystal clear understanding or definition of what it actually means.
Brainmates have unpacked the term to present a simple view of strategy.
One of the secrets of successful technology companies is the capability and capacity of their product management function. Awareness for product management need arises from signs such as disconnect between the strategic vision of the CEO and day-to-day product development activities, lack of communication and coordination between engineering, marketing, sales, finance and legal groups, missed launch dates, or lost opportunities in competitive situations with large accounts. This Technology Multipliers webinar provides a comprehensive overview of product management concepts, process, and keys to success for technology companies.
1) The document discusses how to influence customer acquisition and retention by understanding the four forces that drive or stop customer progress: the pull of new solutions, the push of present solutions, anxiety around new solutions, and habit of present solutions.
2) It explains that customers switch to new solutions when the pull and push outweigh the anxiety and habit, and provides examples of product initiatives like pain relievers, gain creators, catalysers, and placebos to influence these forces.
3) The key takeaway is that grounding product initiatives in an understanding of the four forces helps link them to acquisition and churn, improving ROI.
this is ppt presentation on product management . it covers features of product ,product levels ,product classification ,product mix and product life cycle stratagies
This document provides 10 tips for new product managers to get off to a flying start in their new role. The tips include finding the right people to talk to, asking smart questions to understand customer needs, analyzing the collected data without jumping to solutions, understanding the product through use and research, measuring the right key performance indicators, communicating findings internally, and continually developing skills to improve performance. The overall message is that good product management is about delivering customer-centric products that provide business value through a blend of logic, insight and creativity.
This document outlines different product management roles and their responsibilities. It focuses on the key roles of product manager and product marketer. The product manager focuses on users, solving problems, and working with development. Their KPI is cost and they generate and validate ideas. The product marketer focuses on buyers, selling products, and working with sales and marketing. Their KPI is revenue and they plan marketing and messaging. Both roles contribute to gross margin. The document also briefly outlines other product roles like product strategist and product analyst that may share some responsibilities.
I. Define product management.
II. Discuss the constituents of a product.
i.Examine the significance product elements.
III. Evaluate the role of product packaging in consumers’ buying decisions.
IV. Evaluate four product-growth decisions.
V. Use techniques for product management.
The document discusses Good Manufacturing Practices (GMP) and contamination prevention. It covers types of contamination, sources, and how to prevent them through practices like personal hygiene, sanitation, cleaning, and equipment maintenance. GMP regulations require facilities, equipment, personnel training, and documentation to help assure product quality and safety.
50 Stats You Need to Know About Content Marketing NewsCred
The 50 most important content marketing statistics that will help you prove the value of content and keep you accountable. To see a full list of the sources please click here: http://blog.newscred.com/article/4d5125444fcd2d72ebd17b282107d742/50-stats-you-need-to-know-about-content-marketing
This document provides an agenda and overview for a pharmaceutical sales training. It covers key selling concepts and steps including defining the customer's needs, presenting product benefits, handling objections, discussing price, and closing the sale. The 7 basic selling steps are outlined as 1) pre-call planning, 2) opening, 3) questioning, 4) presentation, 5) handling objections, 6) closing, and 7) post-call analysis. Key frameworks like DAPA (define, accept, prove, accept) and techniques like the funnel method and sandwich method for discussing price are also summarized. The overall aim is to develop an effective sales approach to create success for pharmaceutical brands.
The document provides grooming and personal hygiene standards for hotel staff. It outlines that all staff should maintain high standards of grooming to create a good impression on guests. It then lists detailed standards for hair, facial hair, hands, personal hygiene, shoes, jewelry, and uniforms for both men and women to ensure a professional appearance.
The document defines key performance indicators (KPIs) as quantifiable measures that help companies gauge their performance against strategic goals. KPIs vary by industry but generally measure aspects like sales, costs, and quality. The document outlines objectives for KPIs like improving understanding and awareness of performance. It also discusses characteristics of good KPIs like being specific, measurable, and time-bound. Finally, the document provides examples of common KPIs for industries like shipping/logistics and infrastructure development.
Trust is a intrinsic need that all market want to have satisfied in the products that they buy. This presentation provides some tips on how this can be achieved.
The document discusses integrating Radian6, a social media monitoring tool, with Salesforce to enable social customer engagement. It outlines how social media has changed customer interactions from one-to-many and untargeted to engaging, transparent and targeted. It then describes how the Social Hub product can automatically listen to social conversations at scale, route relevant conversations to the Service Cloud, and populate customer profiles to bridge the "social divide" between a company's social presence and traditional customer management.
Slides Adrienne Tan recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
Understanding customers is a fundamental activity of professional Product Management. There are many ways of gathering research that will help develop this understanding and this "Briefly Explained" presentation provides context to the What, Why and When of these different methods.
Characters at work - The use of personas in product management - brainmatesBrainmates Pty Limited
The document discusses the use of personas in product management. It describes personas as archetypical customers that bridge the gap between target market groups and real customers. The benefits of personas include helping product managers think of users and distilling large markets into single relatable profiles. Personas should be developed during planning to inform requirements. The document outlines how to create personas through research and segmentation and cautions that assumptions should be avoided.
The document discusses the role of product management in businesses. It explains that product managers are responsible for creating and communicating customer value, managing a product through its lifecycle, and turning research and development into revenue. The document also describes a meetup event focused on product management, where concepts like Porter's Five Forces and Blue Ocean Strategy were covered. The purpose of the event was to connect people interested in product management and help them better understand customers' needs.
The new mode of writing business cases focuses on the benefits of the idea rather than the cost. It should also be about speed and capture of data rather than tomes of content. Find out how to create a better business case.
Strategy is a term that is often bandied about by many without a crystal clear understanding or definition of what it actually means.
Brainmates have unpacked the term to present a simple view of strategy.
One of the secrets of successful technology companies is the capability and capacity of their product management function. Awareness for product management need arises from signs such as disconnect between the strategic vision of the CEO and day-to-day product development activities, lack of communication and coordination between engineering, marketing, sales, finance and legal groups, missed launch dates, or lost opportunities in competitive situations with large accounts. This Technology Multipliers webinar provides a comprehensive overview of product management concepts, process, and keys to success for technology companies.
1) The document discusses how to influence customer acquisition and retention by understanding the four forces that drive or stop customer progress: the pull of new solutions, the push of present solutions, anxiety around new solutions, and habit of present solutions.
2) It explains that customers switch to new solutions when the pull and push outweigh the anxiety and habit, and provides examples of product initiatives like pain relievers, gain creators, catalysers, and placebos to influence these forces.
3) The key takeaway is that grounding product initiatives in an understanding of the four forces helps link them to acquisition and churn, improving ROI.
this is ppt presentation on product management . it covers features of product ,product levels ,product classification ,product mix and product life cycle stratagies
This document provides 10 tips for new product managers to get off to a flying start in their new role. The tips include finding the right people to talk to, asking smart questions to understand customer needs, analyzing the collected data without jumping to solutions, understanding the product through use and research, measuring the right key performance indicators, communicating findings internally, and continually developing skills to improve performance. The overall message is that good product management is about delivering customer-centric products that provide business value through a blend of logic, insight and creativity.
This document outlines different product management roles and their responsibilities. It focuses on the key roles of product manager and product marketer. The product manager focuses on users, solving problems, and working with development. Their KPI is cost and they generate and validate ideas. The product marketer focuses on buyers, selling products, and working with sales and marketing. Their KPI is revenue and they plan marketing and messaging. Both roles contribute to gross margin. The document also briefly outlines other product roles like product strategist and product analyst that may share some responsibilities.
I. Define product management.
II. Discuss the constituents of a product.
i.Examine the significance product elements.
III. Evaluate the role of product packaging in consumers’ buying decisions.
IV. Evaluate four product-growth decisions.
V. Use techniques for product management.
The document discusses Good Manufacturing Practices (GMP) and contamination prevention. It covers types of contamination, sources, and how to prevent them through practices like personal hygiene, sanitation, cleaning, and equipment maintenance. GMP regulations require facilities, equipment, personnel training, and documentation to help assure product quality and safety.
50 Stats You Need to Know About Content Marketing NewsCred
The 50 most important content marketing statistics that will help you prove the value of content and keep you accountable. To see a full list of the sources please click here: http://blog.newscred.com/article/4d5125444fcd2d72ebd17b282107d742/50-stats-you-need-to-know-about-content-marketing
This document provides an agenda and overview for a pharmaceutical sales training. It covers key selling concepts and steps including defining the customer's needs, presenting product benefits, handling objections, discussing price, and closing the sale. The 7 basic selling steps are outlined as 1) pre-call planning, 2) opening, 3) questioning, 4) presentation, 5) handling objections, 6) closing, and 7) post-call analysis. Key frameworks like DAPA (define, accept, prove, accept) and techniques like the funnel method and sandwich method for discussing price are also summarized. The overall aim is to develop an effective sales approach to create success for pharmaceutical brands.
The document provides grooming and personal hygiene standards for hotel staff. It outlines that all staff should maintain high standards of grooming to create a good impression on guests. It then lists detailed standards for hair, facial hair, hands, personal hygiene, shoes, jewelry, and uniforms for both men and women to ensure a professional appearance.
The document defines key performance indicators (KPIs) as quantifiable measures that help companies gauge their performance against strategic goals. KPIs vary by industry but generally measure aspects like sales, costs, and quality. The document outlines objectives for KPIs like improving understanding and awareness of performance. It also discusses characteristics of good KPIs like being specific, measurable, and time-bound. Finally, the document provides examples of common KPIs for industries like shipping/logistics and infrastructure development.
Trust is a intrinsic need that all market want to have satisfied in the products that they buy. This presentation provides some tips on how this can be achieved.
The document discusses integrating Radian6, a social media monitoring tool, with Salesforce to enable social customer engagement. It outlines how social media has changed customer interactions from one-to-many and untargeted to engaging, transparent and targeted. It then describes how the Social Hub product can automatically listen to social conversations at scale, route relevant conversations to the Service Cloud, and populate customer profiles to bridge the "social divide" between a company's social presence and traditional customer management.
How to Turn Social Media Conversations to Actionable InsightsVirginia Bautista
This document provides guidance for writing marketing activity reports (MARs) based on social media listening and insights. It discusses the MAR writing process, including pre-writing steps like portfolio reviews, industry research, and clustering ideas. Key points of listening to social media are outlined, like identifying complaints, compliments, influencers and crisis signals. Recommendations should be actionable, strategic and consider marketing perspectives. Post-writing steps involve proofreading and submitting the report to accounting managers. Disclaimers note that Brandtology is not responsible for the accuracy of social media information or subsequent business decisions made based on report insights.
Conversational Marketing: 3 Essential Phases To Build Bi-Directional Dialogue...G3 Communications
The document discusses the importance of conversational marketing and outlines 3 essential phases to build bi-directional dialogue between prospects and vendors: focusing on understanding the buyer, implementing the right technology to enable conversations across channels, and automating follow up and content nurturing tailored to where prospects are in their buying cycle.
Voice of Customer in the Analytic EcosystemWebtrends
Companies need a multi-tiered approach to truly understand customer relationships across digital touchpoints, including web analytics, customer experience management, and voice of the customer. Voice of the customer focuses on qualitative data about the visitor through exploring intent, satisfaction, and opinions. It aims to empower customers and take actionable feedback to continuously improve the customer experience.
The Digital Advisor - Using technology to improve an advisory sales process f...The Digital Insurer
This presentation was presented by Hugh Terry of The Digital Insurer. It covers how to "digitally enable" a life insurance sales force (agents or bancassurance) to take advantage of new technologies
This document discusses Richard Bustillo's journey to improve his dealership's social media presence and customer experience. It begins by examining the problems with the dealership's outdated and negative social media presence. It then details the development of a new social media strategy, including simplifying customer experiences, consistent branding, and leveraging employee relationships. The strategy aims to generate positive local interactions, be sustainable, and integrate social media into the overall marketing approach. It focuses on quickly addressing customer concerns and using social platforms to enhance the dealership's reputation.
Presentation to be delivered at the 'Meet the Buyer' Conference, Glasgow June 10th - http://www.sdpscotland.co.uk/events/events-list/meet-the-buyer.aspx
Recent presentation discussing the latest trends in multi-channel commerce and how CP/Retail customers can manage these effectively. Discussing the impact of Mobile and Social on the overall custromer experience and how a 'blended' approach to channels is key.
The document discusses how social media can support business activities. It outlines the main categories of social media including social networking sites, blogs and wikis, and microblogging. It then discusses seven corporate capabilities that can be unlocked with social media: internal and external content creation, market leadership positioning, customer relationship support, customer service support, business community building, content monitoring, and decision support. The document raises initial discussion issues about which of these purposes are providing value and the key cost-benefit issues of maintaining participation in various social media approaches. It provides a brief biography of the author, Kim Proctor, CEO of Customers That Click.
Voice of Customer in the Analytic EcosystemWebtrends
A multi-tiered approach is needed to understand customer relationships across digital touchpoints. This includes web analytics, customer experience management, and voice of the customer tools. Voice of customer data is qualitative and focuses on understanding visitor intent, satisfaction, and opinions. Companies must integrate voice of customer data with their web analytics and customer experience management systems to truly understand the customer experience.
Content Marketing Battle Cry: Let's Declare War on Collateral!Yesler
The document discusses replacing outdated collateral practices with modern content marketing strategies. It identifies six "pests" that should be replaced: 1) the punch list, 2) speeds and feeds blasts, 3) one-way communication, 4) oversharing, 5) generalist marketers, and 6) gut feelings. Each pest should be replaced with a new strategy like focusing on the buyer's journey, education and trust-building, two-way dialogs, targeted sharing of the right content, using content marketing specialists, and making decisions informed by data. The presentation aims to help companies transform their content strategies to better meet the needs of today's technology buyers.
This document discusses various aspects of digital marketing and e-commerce. It describes how digital communication works using various channels like copper wires and wireless. It explains that marketing communications convey messages to promote products using different media. Internet marketing uses virtual platforms like websites and apps. The document outlines steps for effective internet marketing by marketers and purchasing by customers. It also discusses internet transactions without cash, related processes, challenges like security issues, and failures. Finally, it covers customer service expectations and how customer satisfaction is important for businesses.
This document summarizes a presentation on agile product discovery and requirements gathering. The presentation covered facilitating product discovery through personas, story maps, and user story splitting. It emphasized the importance of writing small, independent user stories and outlined techniques for splitting large stories, such as by workflow steps, business rules, major efforts, simple/complex parts, and more. The goal is to develop stories that are independently valuable and easily estimated.
How Can Social CRM Drive Marketing Results, Richard Jones, Engage SciencesOur Social Times
This session will examine how marketing results can be supported by a Social CRM approach. Using experience gained from running 1000s of social media campaigns with brands such as Nokia, Stella Artois and Rakuten across more than 50 countries, Richard will discuss how it is Social CRM data that is beginning to shape the way brands approach social marketing programs.
The document discusses opportunities and threats for sports marketing organizations from the rapid growth of social media and Web 2.0. It provides an overview of social media, examples of how social media is being used in non-sports marketing contexts, and key things to remember about social media. It also discusses how social media can be used for sports marketing, provides a case study of its use by Euroleague, and discusses developing and implementing a social media strategy and measuring performance.
awesomize.me, launched in Jan of 2012, is the social b2b2c (business 2 business 2 consumer) to help both the consumers and the enterprise to connect and manage their brand leveraging the power of rating by the community. The platform is a powerful social interaction engine that will help users to determine intelligently and effectively their quality vs quantity fans, friends, followers, and clients online.
Delivering Exceptional Web Experiences In a Social WorldLuis Benitez
Becoming a social business it's about connecting your employees, partners, and customers in a human-centered way utilizing the best Web 2.0 technologies out there.
The introduction slides to the CPD Programme entitled 'Web 2.0. The Times They Are a Changing' by Jim Hamill from Strathclyde University. They present a brief overview and introduction to Web 2.0 and Social Media.
More information about this program on the page:
http://www.strath.ac.uk/business/cee/cpd/web2
Similar to Brainmates social media trust talk (20)
2. about brainmates
brainmates is an Australian company established
in 2004
brainmates specialises in:
Product Management consulting services
Strategic Product Management training
Our team enjoys developing new, successful products,
training Product Managers and nurturing the Product
Management community in Australia
–Page no.
–confidential 2
3. The Role of Product Management
The role of Product Management is to deliver and maintain
products and services that
1. Provide more value than the competition.
2. Help build a sustainable competitive advantage.
3. Deliver financial benefit to the business.
–Page no.
3
5. Creating Value
Products are more valuable to a
customer when they address an
unsatisfied Need.
In the world of online social networks
consumers need to know who to trust.
–Page no.
5
6. A short history of online Trust
Web 1.0 Web “1.5” Web 2.0
Reading and Linking 1-way interactions 2 way interactions
Closed Interactions User Generated
User “Trusts” the Eg online banking, content
source of the content online shopping. Amazon, eBay,
No personal data User interacts with blogging and
exchanged service provider commenting “social
tools. media applications”
User trusts the service User interacts with
to work the Service Providers
Services begin top tools
validate users with AND other users
“authentication” AND can create
Eg early use of or add content
cookies and login AND can publish
screens “relationships” no.
–Page
with other users
6
8. Unfortunately trust is complicated
Trust is…
A human emotion
An ongoing relationship
Hard to establish, easy to erode
Transferable or inferred
Reputation based
Changes over time
–Page no.
8
13. First, Understand the Problem
Need
Consumer
Problem Space Problem
Solution Space
Product
Problem
Technology
Problem –Page no.
13
14. First, Understand the Problem
Need
TRUST
Problem Space
Solution Space
Identification /
Authentication
Security / Data
Protection –Page no.
14
15. Good Product Design
Step 1 – Understand the Target Market
Create a Primary Persona
Step 2 – Understand the Primary Persona’s objectives and goals
Eg shop online without getting ripped off
Eg interact publicly without personal information being revealed
Step 3 – Describe specific usage scenarios that enable them to meet these
objectives
Step 4 – Design and build product and service solutions that support the target
markets goals in the usage scenarios.
–Page no.
15
16. Even Better Product Design
Step 1 - Understand the Attacker/Fraudster Target Markets
Create one or more a Attacker/Fraudster Personas
Step 2 – Understand their objectives and goals
Eg Steal authentication information
Eg capture personal information (often for other
authentication)
Eg steal or make money.
Step 3 – Describe specific usage scenarios that describe how
they may attempt to meet these objectives
Step 4 – Design and build product and service solutions that
cripple or prevents the Attacker target markets goals
in their usage scenarios.
–Page no.
16
17. Design Constraints
Product will be designed by delivering on
The successful completion of the Primary Personas Goals
The prevention or disabling of the Attacker Persona goals
By combining the requirements defined by the combination
of both personas additional constraints will be included.
–Page no.
17
18. EXAMPLES
eBay Feedback system
User generated reviews
And user rating of user generated reviews
–Page no.
18
19. Competitive
Advantage
The challenge of addressing both the
Positive and Negative persona goals
Make it harder to find a product
solution
Will ultimately improve the
product
Will better satisfy the –Page no.
UNARTICULATED market need
that support a trusted solution. 19
21. The Web 2.0 “Trust” Problem
and Opportunity
Companies that are prepared to address the problems of
TRUST online have the potential to deliver:
more value to their customers
can create a competitive difference in the market
place
–Page no.
21
22. By making valuable products that are safe and easy to use
by design,
significant financial benefits can be attained.
–Page no.
22
23. Thanks and Questions
Nick Coster
Director, brainmates
Mob: + 61 401 803 926
E: nick@brainmates.com.au
Website: www.brainmates.com.au
Twitter: www.twitter.com/brainmates
Linkedin Group: brainmates – product management people
–Page no.
23