Avoiding digital product failure - Product Talks Sydney - Feb 2021
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3 common pitfalls as to why digital products can fail, with some case studies and tools and frameworks to reduce their likelihood.
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Avoiding digital product failure - Product Talks Sydney - Feb 2021
- 1. How to Avoid Digital Product Failure 18 Feb 2021 @amir_ansari @transpire #ProductTalks
- 2. 2 @amir_ansari @transpire I acknowledge that although we are scattered throughout the globe, we are all on traditional land. I would like to acknowledge the Traditional Custodians of the land from which I speak today, the Wurundjeri people of the Kulin Nation. I also acknowledge the traditional custodians of the lands on which each of you are watching / participating from. I pay my respects to their elders past, present and emerging. ACKNOWLEDGEMENT OF COUNTRY
- 3. 3 @amir_ansari @transpire We empower businesses to improve people's lives through digital experiences that matter 3 Director of UX
- 4. ⓘ Start presenting to display the poll results on this slide. What is your MAIN field of occupation?
- 5. 5 @amir_ansari @transpire Netflix started as a DVD rental business and it was well received $42.26 2002 $1.21 Share Price 2011 5
- 6. 6 @amir_ansari @transpire In 2011, Netflix announced a new product Qwikster. Its recognised as one of the worst new products in modern history. Online Streaming DVD subscription 6
- 7. 7 @amir_ansari @transpire Share price nose dived and took 2 years to recover Qwikster Launch Withdrawal 7
- 8. 8 @amir_ansari @transpire Netflix is not alone when it comes to new product failures. new products fail 75% 80%-90% 85% 80%-90% 67%-86% 8
- 9. 9 @amir_ansari @transpire Lack of customer focus Assumptions Poor business case Common pitfalls 9
- 12. ⓘ Start presenting to display the poll results on this slide. What is the first image you see?
- 13. 13 @amir_ansari @transpire Common dangerous biases (as described by Professor Dan Lovallo, Professor Business Strategy at Sydney University) Confirmation bias ● Falling in love (aka. confirming) with own views and opinions ● Failing to look at alternatives and opposing views 13 Anchoring bias ● Relying too much on pre-existing information ● Attaching to the first piece of information obtained
- 14. 14 @amir_ansari @transpire 14 “Your assumptions are your windows on the world. Scrub them off every once in a while, or the light won't come in.” Isaac Asimov - American writer and professor of biochemistry at Boston University https://www.pinterest.com.au/pin/46161964907511477/
- 15. 15 @amir_ansari @transpire [Client] We want to engage our employees, customers and all stakeholders to form brand advocacy through training and education, to aid in the increase of sales. 15
- 16. 16 @amir_ansari @transpire [Client] We want to engage our employees, customers and all stakeholders to form brand advocacy through training and education, to aid in the increase of sales. 16
- 17. 17 @amir_ansari @transpire Staff are NOT allowed to carry mobiles when working! There is at most only one computer (in the manager’s office) 17
- 20. 20 @amir_ansari @transpire Lack of customer focus 20
- 22. 22 @amir_ansari @transpire 22 Write business plan Create lengthy financial projections Execute plan!! #1 startup mistake - Building something nobody wants! 1 2 3
- 23. Lack of customer context Bias towards solving internal business problems We've been building S/W for over 10 years. You’re the UX expert - you should know what our users need. No point asking users what they want. They often don’t know it themselves! We speak to our customers.
- 24. ⓘ Start presenting to display the poll results on this slide. Have you ever observed or been part of a user / customer research? (e.g. interview, user testing, contextual observations, focus group)?
- 25. How to become customer centric
- 26. 26 @amir_ansari @transpire 26 Need to achieve FIT Value Proposition Canvas helps you define Problem > Solution FIT
- 27. 27 @amir_ansari @transpire Poor business case 27
- 29. 29 @amir_ansari @transpire sketchplanations.com 29 Google: The “IKEA effect”: When Labor Leads to Love (pdf)
- 32. Lack of clear vision and/or strategy
- 33. How to improve your business case
- 34. 34 @amir_ansari @transpire AWS Working Backward process Customer Press Release FAQ User Manual Use it to get clarity for your product vision, not to document what you’ve already decided to do.
- 35. 35 @amir_ansari @transpire Summary Pitfalls ● Assumptions ● Lack of customer focus ● Poor business case Tools ● Mixed method research ● Value Proposition Canvas ● Work backwards (thanks to AWS) 35
- 36. 36 @amir_ansari @transpire Thank you