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The Build Trap - Craft Conference

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Given at #craftconf 2017

Publicado en: Software
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The Build Trap - Craft Conference

  1. 1. The Build Trap Melissa Perri @lissijean Produx Labs
  2. 2. @lissijean KEEP CALM AND MANAGE THE PRODUCT
  3. 3. @lissijean
  4. 4. @lissijean AGILE @lissijean
  5. 5. @lissijean
  6. 6. What is all this sh*t? @lissijean
  7. 7. @lissijean The Build Trap @lissijean
  8. 8. @lissijean@lissijean How did we get here?
  9. 9. @lissijean + =
  10. 10. @lissijean Everyone’s doing the SAFety Dance @lissijean
  11. 11. @lissijean We keep adding to the backlog and never take away.
  12. 12. @lissijean Copier Printer Scanner Fax Stapler Magician Satan
  13. 13. @lissijean
  14. 14. @lissijean “We need to train our Product Owners”
  15. 15. @lissijean
  16. 16. What is all this sh*t? @lissijean#LAScot16
  17. 17. @lissijean “Scrum doesn’t focus on delivering just any increment of business value; it focuses on delivering the highest priority business value as defined by the customer (Product Owner).” The Product Owner Agile Project Management with Scrum Ken Schwaber, 2004
  18. 18. @lissijean Agile processes don’t have a brain. @lissijean
  19. 19. @lissijean Agile is not enough. We need Product Management.
  20. 20. @lissijean Product Management is not a linear process.
  21. 21. Product Management is a complex system. Structure Culture Individuals Goals Market Technology Community Customers Businesses Practices Value
  22. 22. @lissijean We treat Product Strategy as a plan. PROBLEM
  23. 23. @lissijean Ingredients and recipes shipped to your door. @lissijean
  24. 24. @lissijean What is your product strategy?
  25. 25. @lissijean “I want a document with every field you intend to put on the site and the content strategy so I can build a back end.”
  26. 26. @lissijean Most Product Strategies are wish lists of features.
  27. 27. @lissijean Most Roadmaps are gantt charts.
  28. 28. @lissijean Creating new products is full of uncertainty. @lissijean
  29. 29. @lissijean Product strategy emerges from experimentation.
  30. 30. @lissijean Product Strategy is a system, made up of visions, goals, constraints, and actions that results in desired business and customer outcomes.
  31. 31. @lissijean UNIFIED FIELD THEORY Bill Costantino & Mike Rother @lissijean
  32. 32. @lissijean What is your product strategy?
  33. 33. @lissijean Ingredients and recipes shipped to your door. @lissijean
  34. 34. 5 years FDS a top dinner option for the target market. double acquisition Dec 2016
  35. 35. @lissijean Product leaders provide vision, goals, and guardrails. @lissijean
  36. 36. @lissijean “The price is too high, we should lower it.” “The photos are not enticing.” “We need to rebrand the sign up funnel to the new design.” “We should be offering sign up gifts.” “They cannot try it for free!”
  37. 37. @lissijean Increase conversion rate by X%
  38. 38. 5 years FDS a top dinner option for the target market. double acquisition Dec 2016 increase conversion rate across all platforms by X% by end of Q2. conversion rate is Y% on desktop and X% on mobile.
  39. 39. @lissijean Company Goal, Product KPI, Future state. What are users doing now? What’s the first little goal? User Research, Product Experiments Product Kata 1 2 3 4 Planning Experimenting A scientific, systematic way to build better products.
  40. 40. @lissijean Obstacle: We don’t understand why people are leaving. @lissijean
  41. 41. @lissijean Learned: The top reasons people are leaving. 0% 10% 20% 30% 40% Reason Can't Find Menu What's in the box? The price is too high I want more plan options I am vegan
  42. 42. @lissijean Obstacle: People cannot find the menu.
  43. 43. @lissijean
  44. 44. @lissijean
  45. 45. @lissijean FAQS HELPFDS
  46. 46. @lissijean FDS FDS @lissijean
  47. 47. @lissijean
  48. 48. @lissijean LEARNING reduces uncertainty.
  49. 49. @lissijean EXPERIMENTING IS THE NEW BLACK @lissijean
  50. 50. @lissijean If users engage with the site more, then they will buy a second type of insurance policy. HYPOTHESIS Pop ups that lead users to insurance policies. Success = clicking TEST
  51. 51. Jim, Exec Mgr for Business Line Great, let’s build these features.
  52. 52. @lissijean
  53. 53. @lissijean Experiment Theater
  54. 54. @lissijean I want a refund.
  55. 55. @lissijean Measuring success on outputs. PROBLEM
  56. 56. Jim, Exec Mgr for Business Line
  57. 57. @lissijean We build and launch with no measures of success. @lissijean
  58. 58. @lissijean@lissijean
  59. 59. @lissijean Outcomes over Output
  60. 60. @lissijean Jeff Patton 60% Valley of MehAwful Awesome! SUCCESS OF PRODUCTS
  61. 61. @lissijean Jeff Patton 60% Valley of MehFailure Success SUCCESS FOR BIG COMPANIES
  62. 62. @lissijean Jeff Patton Failure Success SUCCESS FOR STARTUPS
  63. 63. @lissijean Lack of focus on the real customer. PROBLEM
  64. 64. @lissijean Problem Customers don’t have custom dashboards.
  65. 65. @lissijean Problem Customers don’t have custom dashboards. Solution Custom dashboards.
  66. 66. @lissijean Customers’ problems are not lack of your product’s features.
  67. 67. @lissijean Customers’ problems are not YOUR PROBLEMS.
  68. 68. @lissijean “As a user I want to engage with the site but it’s boring.”
  69. 69. @lissijean
  70. 70. YOU ARE BIASED. @lissijean
  71. 71. @lissijean TALK TO YOUR USERS. DIRECTLY.
  72. 72. @lissijean
  73. 73. @lissijean Jeff Patton & Giff Constable Confidence Investment
  74. 74. @lissijean Jeff Patton & Giff Constable Confidence Investment
  75. 75. @lissijean
  76. 76. @lissijean Your colleagues are not your customers. (unless you are building internal tools)
  77. 77. @lissijean We built a mobile app before and it was successful last time. But, Melissa, users don’t know what they want.
  78. 78. @lissijean Solving big problems for customers creates big value for businesses. @lissijean
  79. 79. @lissijean DISCOVERY DELIVERY
  80. 80. How did we get here? @lissijean
  81. 81. @lissijean
  82. 82. @lissijean Agile is not enough to get out of the Build Trap.
  83. 83. Product Management is a complex system. Structure Culture Individuals Goals Market Technology Community Customers Businesses Practices Value
  84. 84. @lissijean 1. An emergent Product Strategy made up of goals, constraints, and actions that result in a desired outcome. 2. A process that allows us to experiment towards that desired outcome. 3. An empathy for the customers that buy and use our products.
  85. 85. @lissijean
  86. 86. Melissa Perri melissa@produxlabs.co m produxlabs.com melissaperri.com @lissijean Melissa Perri CEO, ProdUX Labs melissa@produxlabs.com melissaperri.com produxlabs.com @lissijean Learn Great Product Management productinstitute.com Take 15% off our May 8th class with CRAFTCONF15 Coming Late 2017!

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