Download - Kevin Mansfield - Racing Post
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Digital Transformation Customer Led Innovation – Product Development
Kevin Mansfield
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Digital transformation
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Digital Transformation
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Digital Behaviors
Customer Focus CollaborationLeadershipData driven decisions
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My Areas of focus
Customer led innovationProduct development
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“If I had asked my customers what they wanted they would have said a faster horse.”
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“It's really hard to design products by focus groups.
A lot of times, people don't know what they want until you show it to them.”
“I think really great products come from melding two points of view the technology point of view and the customer point of view.
You can't just ask customers what they want and then try to give that to them”
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How and why customers use ours and others content/products
Where and how we were generating revenue from those types of customers Recognizable customer characteristics
Size of captured market
Single Customer ViewGrowth opportunity
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Strategy
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Regular Discourse
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Product Council
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Idea
Opportunity Optimization
Product Discovery
Developm
ent
Success MetricsBaU or Act
Lifecycle
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Product Council Process
Weekly agenda Milestone WorkflowGo / NoGo decisions
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Discovery Playbook
Situation dependent Predictable Model Not always positive Reach a decision point
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Concept Discovery
Press release Low fi – flat designVery basic prototype
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Design Sprint
Understand DecidePrototype
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Rapid Prototype
Five Days3 Customer Days2 Iteration Days
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Workshops
Quantity of ideas Rapid discussionPitch to customers
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Diary study
Deeper level insightUnderstand every stepNew opportunities
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In Closing
Knowing how and whyEnable learningSimple processesDigital Behaviors