introduction to product strategy (google launchpad)
TRANSCRIPT
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Product Strategy
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Content
• Why are we here?
• How are we going to work today?
• Tools
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Why?
There are thousands of products out there that nobody asked for.
How can we make sure we build something that people actually need?
- Holger EggertHead mentor, UX, Google Launchpad
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Why?
Even though you’re sure you have the right idea
Test your assumptions
“I’ve experienced this problem, so others must also”
“We’ve already got funding, so it must be a good idea”
“We’re almost ready to launch so it’s a bit late to go back to research”
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• Who are my users?
• Is there a problem worth solving here?
• How do people solve this problem today?
• How might we solve this problem for the user?
Why?Ask the right questions
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Why?
Validate. Validate. Validate.
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• Start with a fresh and open mind
• Listen to real users (don’t do everything they ask, but still listen)
• Understand their motivations, behaviours and pain points
• Listen to your mentors
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How?
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• Real research with real humans
• Write non-leading (open) interview questions: How, What, Why, When….
• Focus on understanding the real situation, not getting the answers you want
• 2 interviewers (at least): one to talk and engage, the other to take notes
• Debrief with your team, refine your questions, go again
How?Research
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Derive Insights
How?• Identify key pain points
• Most common + most frustrating
• Find opportunity areas
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• Based on the insights you observed
• Write a statement that is testable
• Make predictions of what you think the outcomes will be
Create a Hypothesis…and use it to make predictions about the outcome
How?
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• Create something that can test the users real reaction
• Not another survey. Not asking “would you like this solution?”
• Something that can be USED!
• A clickable prototype; your existing MVP (if it supports the hypothesis); a physical interface…
Test/Validate
How?
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How?One more time…
Create hypothesis
Research Derive insights
Prototype Test/ validate
Refine
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How?One more time…
Create hypothesis
Research Derive insights
Prototype Test/ validate
Refine
@DhyanaScarano
How?One more time…
Create hypothesis
Research Derive insights
Prototype Test/ validate
Refine
@DhyanaScarano
Create hypothesis
Research Derive insights
Prototype Test/ validate
Refine
How?One more time…
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Tools• Business model canvas
• Value proposition canvas
• User research (incl. observation)
• User interviews
• Design thinking
• Rapid prototyping (e.g. Marvel, Flinto, Prott…)
• …
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Some rules…• Listen to your mentors. Trust them. They know what they’re talking
about.
• Mentor ≠ consultant. They won’t tell you what your product strategy should be. They will help you figure it out.
• It might be uncomfortable.
• You can be asked to leave!
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I’m Dee
• UX & service designer at Futurice (soon CareerFoundry)
• Co-organiser Berlin Service Jam
• Co-organiser UXcamp Europe
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Final take-aways• Don’t fall in love with your ideas
• Think hypotheses, not ideas
• Test your assumptions
• Get out & meet your users
• Observe and ask the right questions
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