This document discusses the importance of understanding user needs to develop successful products. It recommends busting silos between teams by having all members work to understand user needs, being open to ideas through agile ceremonies, and embedding all team members together. Busting silos through listening to users and teams, acting on team inputs, being open to change, and asking for constant feedback leads to better team satisfaction and better products. The document uses Dropbox as a case study of a company that focused on user needs to achieve success.

1. SILO BUSTING:
The key to developing great products
Tonya McCarley
Product Manager, DaySmart
University of Michigan School of Information Adjunct Professor

2. Why am I here?
At a Hackathon…
MSI from UMSI in 2006
Digital Agency to Enterprise
UX Manager
Scrum Master
Product Manager
Speaker (Agile, UX)
Teacher
{ NO SHORTAGE OF OPINIONS }
Jinkies!

3. User Research
Usability Testing (Why)
User Journey Mapping
Experience Mapping
Task & Process Analysis
(Who,When,Where)
Conversion Optimization
UCD Strategy
Persuasive Design
Interactive Prototyping
Development Collaboration
Information Architecture
Accessibility & Security
Data Analytics
Behavioral Insights
(What)
Sketching
Wireframing
Interaction Design
Micro-Interaction Design
(How)
Enough Coding & Tech
Knowledge to Design
for Feasibility
Workshop Facilitation
Design Collab
Presentation & Justification
Visual Design
Creativity
UI Detail
Source: Connor Ward

4. Where should we start on
a new project?

5. Total Number of Apps per Store
Source: Statista

6. For a product to be really successful, the
product (Downloads, Usages, Sales)
has to meet users’ need
For a product to really be adopted and
stick with users, we have to identify and
alleviate their pain points.
The ‘Field of Dreams’ model does not work.

7. Understanding the users needs
DROPBOX: A Case Study

8. Success Story!
Dropbox.com
Started in 2007
With only 2 people
Mission
• Enable people to store
digital artifacts in the
cloud.
• No more USB drives
• No more software
requirements
• No real size limitations
Focus
• USERS NEEDS
• Device and OS agnostic
(you can get it on LINUX)
• Incentives when users share:
they get more storage space
• Simple interactions in UI
• No clutter, no distraction

9. Agile(ity) thinking,
Not limited to Scrum.

12. Do you
want
fries
with
that?

14. ALL TEAM MEMBERS
work to critically understand the NEED

15. ALWAYS BE OPEN TO IDEAS
Use ceremonies
• Grooming
• Planning
• Retrospectives
To generate
• Trust
• Ideation
• Convey
The Gang’s All Here!
Embed all team members together
or in close proximity

16. Better TEAM
satisfaction for
team leads to a
better product

17. Involvement Investment High Performance Better Product

18. We BUST SILOS when…
We listen to our user
We listen to our teams
We act on our teams’ inputs
We are open to change
And we constantly ask for feedback
BETTER PRODUCTS

19. Tonya McCarley
Product Manager, DaySmart
Adjunct Professor, University of Michigan School of Information
Thank You.
@tmccarley | #HackA2 | #silobusting
tonyamccarley/
www.tonyamccarley.com