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In this lecture Poornima will cover how to use the feedback collected from customers to turn them into features, prioritize features in a product roadmap, and provide techniques for picking features that become part of an MVP (minimum viable product). You can watch the lecture here: http://youtu.be/ryf6dNOF_Uc
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Duke ECE 490L: How to Start New Ventures in Electrical and Computer Engineering
Poornima [email protected]
Jeff Glass [email protected]
Akshay [email protected]
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Review
Duke ECE 490L
• Feedback Collection
• Customer Case Study
• Demand Creation Activities
• Exercise
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Idea Summary
Review Session:Wednesday October 23, 2013
DUHatch
Sign up for a session here!
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Agenda
Duke ECE 490L
• Collect Feedback from Customers
• Create Team Alignment
• How to Create Product Roadmap
• How to Pick Features for a MVP
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Duke ECE 490L
Customer Discovery Validation Customer CreationBusiness/Company
Formation
Early AdopterPricing Product
Distribution
Mainstream AdoptersMoney for Marketing
Market Research
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Duke ECE 490L
Customer Discovery Validation Customer CreationBusiness/Company
Formation
Early AdopterPricing Product
Distribution
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Duke ECE 490L
Process.
Customer Discovery
Release.
Build.Measure
Rework Usability TestingProduct Roadmap
Feasibility given resources.
Feedback
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What is an minimum viable product?
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Duke ECE 490L
1. Value proposition2. Early adopter
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Duke ECE 490L
WireframesUsability TestingCollect Feedback
Create Stories
ProductRoadmap
Align business and product
Minimum Viable Product
Differentiate
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Duke ECE 490L
Stages of usability testing.
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Duke ECE 490L
Paper Prototyping
Low FidelityQuick IterationsTest Concepts
Wireframes
Low FidelityHigh InteractivityTest Workflows
High FidelityHi Fidelity
Low InteractivityTest Branding
PrototypeHi Fidelity
High InteractivityTest Usage &
Adoption
Sometimes you have to go back!
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Duke ECE 490L
WireframesUsability TestingCollect Feedback
Create Stories
ProductRoadmap
Align business and product
Minimum Viable Product
Differentiate
Supplemental Reading: 3 Reasons You Need a Product Roadmap, Blurred Vision is Better than Blindness
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Duke ECE 490L
Vision.
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Customers
Team Stakeholders
Clear product value proposition.
ROIMotivated to builda new solution, andpersonally grow.
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Customers
Team Stakeholders
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1. Employees need to have empathy.
Supplemental Reading: Getting Your Startup Team to Understand Your Customer
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Duke ECE 490LSupplemental Reading: Getting Your Startup Team to Understand Your Customer
2. Product priorities.
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SimplicityConsistency
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3. Time to learn.
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Set goals.
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Align Business Goals with Building Product Features
Duke ECE 490L
• Customer Acquisition: get them to sign up!
• Customer Retention: keep them around and interested.
• Monetization: make $ off of them.
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Sept 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012
ProductDevelopment
Optimize Attendance
Monthly Email Summary
Payment Gateway Integration
Reporting for Tax time
Integrate with QuickBooks
Customize reminder emails for member retention
Multiple Login Scheduling Integrated with Online Store
Business Benefit
• retention• re-engagement
• new customers• new source of
revenue based on % transaction
• retention• new customers
• retention• new customers
• retention• new customers
• new customers• larger studios• increase
revenue
1. Infrastructure 2. New Features 3. Customer Requests
Business Goal of Feature
ANATOMY OF A PRODUCT ROADMAP
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Purpose of Product Roadmap
Duke ECE 490L
• Conveys long term vision
• Dig into one feature at a time when brainstorming
• Anticipate delays
• Prepare for accelerators (funding or growth)
• Business goals tie into what you are measuring (metrics)
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Getting buy-in.
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Deal with objections before you build!
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Customers
Team Stakeholders
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Dealing with push back.
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Embrace Pushback
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• Understand where it’s coming from
• Bring it back to the vision
• Postmortems: give people a forum to be heard
• Acknowledge and appreciate: recognize efforts
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Duke ECE 490L
Create alignment.
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Embrace Pushback
Duke ECE 490L
• Understand each groups interest• What’s in it for them?
• Change of behavior• Be careful with too much process.
• Small sales• Get buy-in at each stage
• Checkpoints• Consistent Communication
• Conflict resolution
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Duke ECE 490L
Designer
Developer Product Manager
Feasibility given time frame and abilities.
Functionality
Wireframes
High Fidelity Mockups
Business Goals
Product Lifecycle
Coordination
Usability
Customer Discovery
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Duke ECE 490L
Designer
Developer Product Manager
Creates stories
Hands off wireframes
Creates high fidelity
Hands off high fidelity
Some code
Tests
Builds functionality
Implements high fidelity
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Duke ECE 490L
Designer
Developer Product Manager
Needs to understand design for implementation
Held up waiting for design
Creativity needs time
Wants to iterate
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Choose goals carefully for MVP.
Supplemental Reading: The Best Startups Minimize Their Dimensions of Innovation
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Establish a loose process initially.
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Designer
Developer Product Manager
Begin implementing functionality that is de-coupled from design.
Receive feedback before iterate.
Orchestrate small hand-offs
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Process.
Customer Discovery
Release.
Build.Measure
Rework Usability TestingProduct Roadmap
Feasibility given resources.
Feedback
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Keep the process in check with a postmortem.
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Postmortem
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• Monthly or quarterly meetings• Give people a forum to be heard • Take turns on who runs• Broken down into 2 meetings one for voicing feedback and second for coming
up with solutions
• Not the time to be sensitive• Freedom to list pros and cons of current process• Don’t blame people blame the process and goals
• Compile list• Pick a couple things to focus on• Revisit list each postmortem and check progress of changes
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Team will need to iterate.
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Both the process and product.
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WireframesUsability TestingCollect Feedback
Create Stories
ProductRoadmap
Align business and product
Minimum Viable Product
Differentiate
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Duke ECE 490L
Phase 1Set expectations for early adopters
Track usageMechanism for collecting feedback
Phase 1Phase 2Address feedback
Validate MVP featuresContinue to communicate
Phase 3Segment feedback:
Blockers v. improvementsIterate
Before shipping
After shipping
Before next iteration
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Go back to initial interviews.
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Solve the problem the competitor
causes.
Differentiate.
Give them something they didn’t know they needed.
Displace current solution that isn’t
competitor.
Onboarding process
Minimum VALUE product
Think about customer service.
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Needs exposed in initial interview +
Feedback from paper prototyping
Feedback from interactive wireframes+
Minimum Viable Product
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Picking Features
Duke ECE 490L
• Should know your early adopter by now!• Differentiate based acute needs of early adopter.• You might not be able to build the exact MVP you want.
• resource constraints (time, budget, talent) or the complexity involved
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Can’t Build What You Want
Duke ECE 490L
• Still address a pressing need for early adopters.• Identify a value proposition.• Differentiate from competition.
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Prioritizing Stories
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• Building the basics.• Breaking down stories into basic components.• Handling scope creep.• Re-prioritizing stories.• Test (internally) + Ship + Test (early adopters)
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KEY OBJECTIVE(S) AGENDA
RESOURCESDELIVERABLE
EXERCISE
Design roadmap for your product.
10 minutes
1.High level features2.List key benefits of the features3.Proposed timeline
Working product roadmap.
Template for roadmap.
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Review
Duke ECE 490L
• Feedback Collection
• Customer Case Study
• Demand Creation Activities
• Exercise
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