how to create a delightful products?

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How to create a delightful product?How to create a delightful product?Dudu MagalhãesDudu Magalhães

Product Manager at PlayKidsProduct Manager at PlayKids

Dudu Magalhães37 years oldBorn in Porto Alegre, the most INCREDIBLE city in Brazil! Living in Campinas (SP)Product Manager at PlayKidsFanatic Grêmio's supporter

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Web Agency #great

About me

Little Dudu <3

1979 1999

2nd teenage dream Be a Rock Star

1998

First teenage dream Be a new Galvão Bueno

2000

Unvarnished reality First internship

2001

Premiere in a huge coverage 1st World Social Forum

2003

Graduate Finally!!! #ThanksGod

2004

First experience on radio #terrible

2005

UX Designer I Unisinos

2007

Award! Unisinos Design School

Healthy life - 48 kg

Adopt a pet Tobias

About me

2007

Promotion Marketing Analyst

2009

UX Designer II Terra Networks

2008

IT Specialist MBA

2010

International event FOWA 2010, London

2012

International Award Terra’s brand new Live Platform

2013

Product Owner New Terra

2014

Bi champion!!! New Terra

PlayKids Move to Campinas

2015

Wedding <3 <3 <3

Creating wonderful products

The product designer paradox

How to discover what the user needs?

PRODUCT DISCOVERY Ice cream method

Ice-cream method

internal interviews

external interviews

maket research

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strategy

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Internal interviews

Internal interviews

external interviews

maket research

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strategy

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Product Manager / Product OwnerResponsible

• It’s very important that all team members participate in this stage of the process!

Discover what are the ideas and desires of your company's executives and co-workers.

What is the most important goal?

• Don't talk just with the executives of your company. Collect feedback from people who actually know about the product that you're creating.

• When you talk with an executive, don't consider the interview as a survey of mandatory requirements. Think about the suggestions and analyze whether it makes sense or not.

internal interviews

Schedule a formal meeting with the most important people that can give amazing ideas to your product.

How you can do that?

Market reasearch

Market research

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maket research

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strategy

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Product Manager / Product OwnerResponsible

Look for information in market that can help you with your product's positioning.What is the most important goal?

• Benchmarking • Customers reviews• Reading blogs and books that will help you know more about the market


App Store kids 6 - 8 | April 28thBenchmarking

Books

Books

Books

Books

Learning

Game (puzzle)

Simulation (food)

Simulation (lab)

Simulation (food)

Simulation (food)

Simulation (blocks)

Simulation (food)

Simulation (music)

Simulation (nature)

Simulation (build)

Learning

Toy (mimics)

Simulation (school)

Hub games

Game (battle)

Customers reviews

Benchmarking

DOWNLOADS (US)

REVENUE (US)

App Annie Club Penguin | last year

Benchmarking Similar Web Nick.com | last three months

External Interviews

What is the most important goal?

External interviews

internal interviews

maket research

concept

strategy

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Product Manager / Product Owner and UX/UI DesignerResponsible

Discover the most important behaviours and what are the arguments that help create an usage habit of your product.

external interviews

• Field studies• E-mail survey• Fake featured• Customers services feedback• Focus group• AB Test• Usability test


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Body Level OneBody Level TwoBody Level ThreeBody Level FourBody Level Five

A general method for collecting data about users, user needs, and product requirements that involves observation and interviewing.

Field studies

• Ask permission for owners (Prevention is better).

• If you don't have permission, go just with a cell phone to record the interviews.

• Approach people in casual moments (for instance: coffee time).

• Be quick and direct.

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Send some questions by e-mail to one or more cohorts of users.

E-mail survey

• Researching is not just asking people what they like!

• Plan well your questions and what do you want to learn.

• Be informal: create empathy with people.

• Create a quick survey: people should be happy to reply

• Avoid leading questions and closed yes/no questions. Ask follow-up questions.

• Reward people with a little gift (promocodes, books, toys, keychains)

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Create a fake product or featured to confirm an idea of a business model or interface with some users.

Fake feature

• Define clear KPIs to measure the results.

• Don't be afraid of a bad reputation of your product.

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Create a routine with your customer service area to hear the opinions about your product.

Customers service feedback

• Remember that people people are more willing to complain than compliment your product. Read these opinions and use it to improve your product.

• Answer these questions with LOVE! Empathize with your customers is very important for your success.

• Create specific KPI's regarding to customers opinions.

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Small number of people (usually between 4 and 15, but typically 8) brought together with a moderator to focus on a specific product or topic.

Focus group

• The group will always have a leader that will influence other participants.

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Comparing two versions of a webpage or app against each other to determine which one performs better.

AB Test

• Define clear KPIs to measure the results.

Confirm the hypothesis about the functionalities that will work or won't work on the current product.

Usability Test

• This isn't a research method. You'll use this to confirm hypothesis that you observed on a research.

• Never talk about the product UX rules.

• Always reply a question with other question.

• Specially with kids: create a comfortable environment.

• Define success and failed KPI’s.

Concept

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external interviews

maket research

concept

strategy

dev

internal interviews

ConceptWhat is the product’s concept?

PlayKids is a huge platform for kids 0 to 8 years old with 5 apps that offer educational games, videos and books.

internal interviews

external interviews

maket researchx x

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external interviews

maket research

concept

strategy

dev

internal interviews

StrategyStrategy is about product and project!

PROJECT PRODUCT

• Define all steps of User Journey based on your discoveries.

• Describe all product functionalities that user needs to have an amazing experience.

• Create a clear backlog and define product’s MVP!

• You choose the format of this document: keynote, doc, excell, powerpoint, email or a napkin! The most important thing is that the team understands all requirements.

• Define all team members: based on your discoveries, you can realize that you need other skills in your team.

• Make a deal with team about the method: waterfall, agile, kanban, scrum, lean or LET’S ROCK! The important thing is find a better way to go ahead fast and consistent.

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external interviews

maket research

concept

strategy

dev

internal interviews

DevelopmentThe dream come true <3

ITERATE!!!

Follow the numbers (MAU, DAU, retention D+1, D+7 & M+1)Churn rate

RevenueRead customers feedbacks and reviews

Measure KPIs Create hypotheses for success and fail

AB TestsUX Test

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Thank you

how to create a delightful products?

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