kevin mansfield - racing post
TRANSCRIPT
Digital Transformation Customer Led Innovation – Product Development
Kevin Mansfield
Digital transformation
Digital Transformation
Digital Behaviors
Customer Focus CollaborationLeadershipData driven decisions
My Areas of focus
Customer led innovationProduct development
“If I had asked my customers what they wanted they would have said a faster horse.”
“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”
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
Strategy
Regular Discourse
Product Council
Idea
Opportunity Optimization
Product Discovery
Developm
ent
Success MetricsBaU or Act
Lifecycle
Product Council Process
Weekly agenda Milestone WorkflowGo / NoGo decisions
Discovery Playbook
Situation dependent Predictable Model Not always positive Reach a decision point
Concept Discovery
Press release Low fi – flat designVery basic prototype
Design Sprint
Understand DecidePrototype
Rapid Prototype
Five Days3 Customer Days2 Iteration Days
Workshops
Quantity of ideas Rapid discussionPitch to customers
Diary study
Deeper level insightUnderstand every stepNew opportunities
In Closing
Knowing how and whyEnable learningSimple processesDigital Behaviors
