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FROM 0 TO CROSS-DEVICEVytautas Jakštys, Product [email protected]
AGENDA
Personal backgroundWhat’s Adform?What is the solution?What problem does the solution solve?Stages & lessons learnedOverview
PERSONAL BACKGROUND
Graduated Economics & BusinessJoined Adform (almost) 2 years agoNo background in IT, product, managementDoing product stuff for ~6-9 monthsProduct Owner for ~3 months
WHAT IS ADFORM?
ONE PLATFORM SINGLE VIEW OF THE USER ACROSS CHANNELS
PROBLEM
THE MULTI-SCREEN WORLD PROBLEM
Users own a large numberof devices
(On average 10 per household; ~3-5 per person,
depending on region)
90% use multiple devices to accomplish a task
One User, Multiple Ids
Source: Cisco VNI Service Adoption Forecast 2013–2018 White Paper
$$$?
SOLUTION
Targeting
Recognition
Impression Impression & Click
VideoPlay
Impression Conversion
STAGES
STAGES
EvaluatingShould we do it?How do we do it?
POC #1POC #2DevelopmentGo to marketFuture
EVALUATING
SHOULD WE DO IT?
CAN WE DO IT?
EVALUATING
Should we do it?Yep
Can we do it?Yep (how well?)
Total time spent: ~5 minutes
POC
POC #1
POC #1
Time taken: ~2 months• Found 1st client• Understood process• First technical challenges to overcome
• Results: problems with scale
POC #2
POC #2
Time taken: 3 months• 3 more clients• 2+ partnerships with providers
• Internal product knowledge• More teams involved• Lack of resources
POC - LESSONS LEARNED
Negative:Why 2 stages?Why POC overall?
Positive:Client expectationsPartnership managementCompany-wide product awareness
Would do again? No
DEVELOPMENT
STAGE 1
2+ DEV No domain knowledge/experience1 Month deadline + hard requirementsRapid Development2 cities
Result:Unsellable product (PM mistake)1st steps done for the engine1.5 months for DEV w/o sellable product (PM mistake, again)Understanding product/domain
Would do again? No
STAGE 2
3 DEVSemi-proper roadmapSolving client problems
Result:Usable product (1st clients kicking in)Back-end integrations with key system partsPossible to optimize testing workflowTime: ~1.5 months
Would do again? yes
STAGE 1&2: BOTTLENECKS
No clear business benefit of V1Hassle between cities & technologiesMultitaskingFocus on back-endNo “what’s next” definition (stage 2)
STAGE 3: INTEGRATIONS
Building UI on connected products (2 products)Time spent on waiting: 1.5 monthsTime spent on DEV: 1 week (MAX)
PM mistake – not defined/communicated value
Bottlenecks:Lack of communicationLack of value explanation for other teams
Would do again? Yes (!!)
DEVELOPMENT STAGE LEARNINGS
POC is not enough – vision neededStructured start is a must
Time wasteResource wasteMotivation waste
Business value defined & communicatedWhat problem do we solve?
Envision, discuss, execute
GO TO MARKET
GO TO MARKET
Lots of talk about product in media over the year/summerShippable product 1st week August-> need PR/case study/quote/etc. to get through
GO TO MARKET - BOTTLENECKS
Only 1 client for case study (no diversification)Had 2 ready, didn’t pursue
Client relationship problemsMinimal understanding of product within company
Result – ~6 weeks delay in PR
GO TO MARKET - RESULT
GO TO MARKET - LEARNINGS
Key product lifecycle componentFirst movers own the market
Little need to do it – talk!
Diversify options, if possibleTalk early – ship earlier (!!!)Talk inside, talk outside
OVERALL LEARNINGS
Vision is a mustPlan dependenciesAddress dependenciesLeave space for side turns
Testing – not mandatoryBlurry line between too early & too lateSell – internally, externally; sell everywhereClient services are crucial for product success
RESULTS -
1 year start -> rolloutProduct deliverable within few months from start
Unreasonable cost/benefit of V1No visionNo strategyNo “what do we solve” approach
Not first moverStill only key functions shipped
RESULTS +
Board support & priority for resourcesMarket interestActual business growingShipped a working product
FUTURE
Short term:Market pushIntegrationsUI for value propositionAdditional features
Long-ish term:Defined visionDefining priorities/needed resources to achieveCommunication$$$
WILL IT BE A HERO?
@adforminsider