pragmatic product strategy - ways of thinking and doing that bring people together

PRAGMATIC PRODUCT STRATEGYWAYS OF THINKING AND DOING THAT BRING TOGETHER TECHNOLOGY, BUSINESS AND DESIGN

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@jonnyschneider

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I am a Service Designer…

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…and a Product Strategist.

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½ business

½ design

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Technology

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Strategy is worthless unless you ship

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Execution benefits from strategy

good^

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Too much TALKING.RESEARCHING.

MODELLING.THINKING.

COMMON STRATEGY

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Too much TALKING.RESEARCHING.

MODELLING.THINKING.

COMMON STRATEGY

NOT ENOUGH doing.

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Idea Target release

research

business strategy

funding

planning

design

delivery

test

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Idea Target release

research

business strategy

funding

planning

design

delivery

test

…we can’t move the release date! the media campaigns are booked!!! Engineers, can you build less, and faster?

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Better Strategy

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EXPLOREUNDERSTAND CREATEDEFINE

vision & plantrigger solutionLEARN BUILD

MEASURE

DEFINE STRATEGY EXECUTE SOLUTIONUnderstand why & define how Create the outcome

Adapted and extended from British Design Council.

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EXPLORE CREATEDEFINE

DIVERGENT EXPLORATION,DEEPER UNDERSTANDING

Exploring opportunity is a search for disruptive questions. Through observation and enquiry we reveal customer behaviour and business drivers to identify opportunities to consider.


vision & plantrigger solution

UNDERSTAND

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EXPLORE CREATE

CONVERGE TO DEFINE A STRATEGIC DIRECTION

We synthesise knowledge into insight and focus on the most compelling opportunities to pursue as we define a vision. Converging on our strategic direction, we now consider how success will be measured.



UNDERSTAND DEFINE

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ENTERPRISE INNOVATION

CROSS-FUNCTIONAL DISCOVERY

!Product + Process +Technology

STRATEGIC WORKSHOP

!Big Picture Approach

INTEGRATED STRATEGIES

Agile Delivery

Organisational Transformation

Adoption Design

UX Remediation

Continuous Innovation


Legacy Re-engineering

1–3 weeks 2–10 days

“Unlock your enterprise potential”

weeks, not months

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STRATEGIC WORKSHOP



Agile Delivery


Adoption Design

UX Remediation






KNOW THE ECOSYSTEM

EXAMPLE: ANALYSIS

• Business processes

• Centralised Services

• Manual Processing Centre

• Customer Service Centre

• Business Intelligence

• Marketing Services

• Information Technology

• Marketing Services

• Enterprise Technology Architecture

• Shop-floor observations

40+ 10+30+ 1000+representatives

methours of staff presentations, meetings, and

interviews

hours of live observation

pages of documents and reports

KNOW THE CUSTOMER PAIN

TELL A STORY

EXAMPLE CUSTOMER STORY - PRE TRIP

Web: Baidu experience PDF: Mafengwo

Triggers Inspiration Preparation Booking

EXAMPLE CUSTOMER STORY - TRANSIT

by Sean Savage by Karl Baronby Anaa Yoo by Hideyuki Kamon

Pre - travel Pre - flight In flight/transit

Map: Citymaps2go

EXAMPLE CUSTOMER STORY - AT DESTINATION

by Wayan Vota by Steven Erat

by Shaun Dunmall

by Mike Chaput

Arrival In country In store

EXAMPLE CUSTOMER STORY - RETURNING HOME

Preparation Landside Airside

by Steven Conry

EXAMPLE CUSTOMER JOURNEY - BACK HOME

by Epsos.de

by AFS-USA Intercultural Programs

Arrival Trip follow up Receive reward

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STRATEGIC WORKSHOP



Agile Delivery


Adoption Design

UX Remediation






DesignerAnalyst Chief Customer

Officer

Developer

Head of Marketing

CEO

Service Design

ArchitectIT Director

Head of Product

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PERSPECTIVE

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PERSPECTIVE

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PERSPECTIVE

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business design

PERCEPTIONS

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Customer Experience

(usable/desirable)Technology (feasible)

Business (viable)

Good Product

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HOW MIGHT WE…

begin to work better together, for bigger impact?

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HOW MIGHT WE…

use how we see to inform strategy?

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‘FEATURES TO BUILD’

COMMON EXECUTION

vs. IMPACT TO DELVER

BACKLOG ESTIMATION

PLANPRIORITISE

useful tools…

…but delivery run rate isn’t everything - features don’t always equal impact.

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Better Execution

http://www.slideshare.net/BenKappler

http://www.slideshare.net/BenKappler

SEARCH

DAILY DEALS

INCREASE 17%

INCREASE 455%

CATEGORIES USAGE 41%DOES NOT INCLUDE SEARCH

CONTINUOUS LEARNING AND VALIDATION

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Better Execution

http://barryoreilly.com/2013/10/21/

http://barryoreilly.com/2013/10/21/

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EXAMPLE HYPOTHESIS

EXAMPLE HYPOTHESIS

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CREATE

EXPLORE OPTIONS, VALIDATE SOLUTIONS

Guided by a clear vision, we begin to qualify the options. Through iterations, we explore, validate and refine concepts as we create a blueprint for the solution.



EXPLOREUNDERSTAND DEFINE

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EXPLOREUNDERSTAND DEFINE

CREATE QUALITY OUTCOMES

Now the focus shifts to robust execution as we pay attention to experience and build quality systems. As we measure success, working solutions are iteratively refined to optimise effectiveness.



CREATE

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HOW MIGHT WE…

use development activities to define strategy?



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vision & plantrigger solutionLEARN BUILD

MEASURE

Think big, start small, act quickly.

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Know the impact. Own the impact.

Strategy is worthless without execution. Execution benefits from {good} strategy. Work better together for bigger impact.

PARTING THOUGHTS