Discovery in product management
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This document discusses product discovery and the importance of making the process data-driven. It recommends gathering customer data from various sources, analyzing the customer experience, and using product analytics tools to obtain both quantitative and qualitative insights. This will help ensure ideas are validated with real customers before significant development work begins. The goal is to learn fast through discovery while still releasing products with confidence.
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Discovery in product management
- 1. STKI IT Knowledge Integrators Company Confidential STKI.INFO 1 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph Product Discovery Galit Fein & Einat Shimoni EVP and Senior Analysts @ STKI How can we make sure we are building the right thing? Page 1
- 2. STKI IT Knowledge Integrators Company Confidential STKI.INFO 2 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph If IT no longer takes orders from the business, how does the Product Team decide what to build Page 2
- 3. STKI IT Knowledge Integrators Company Confidential STKI.INFO 3 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph Product Discovery Early feedback on ideas Scalable, reliable, secure SW release FAST RELIABLE 01 Discover in detail what the solution needs to be (works for the customers and business) 04 Hurry to push something out to learn what works and what doesn‘t 02 Deliver a robust & scalable implementation. 03 We don't want to release something that's not ready for prime time and risk hurting our customers and damaging our brand Page 3
- 4. STKI IT Knowledge Integrators Company Confidential STKI.INFO 4 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph Continuous Continuous rapid learning in discovery stable & solid releases in delivery We have a better understanding of the importance of a series of small incremental changes to a complex system Then rapid experimentation and discovery Page 4
- 5. STKI IT Knowledge Integrators Company Confidential STKI.INFO 5 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph 01 03 Most of the time goes when our developers are building SW Make sure we have some evidencebefore we ask the developers to build a production- quality product Techniques for getting a deeper understanding of our users and customers and for validating product ideas before we require the developer’s time Effective product discovery is getting access to real customers without pushing our quick experiments into production 02 04 Learn Fast, Release With Confidence Page 5
- 6. STKI IT Knowledge Integrators Company Confidential STKI.INFO 6 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph If you want to discover great products, it's essential that you get your ideas in front of real users and customers early and often if you want to delivergreat products you want to use best practices for development and try not to override the developers’ concerns Page 6
- 7. STKI IT Knowledge Integrators Company Confidential STKI.INFO 7 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph Product Discovery is a collaborative process Product manager Design User Researcher Developer Discovery • We can't count on our customers to tell us what to build • Outcome-driven (Value) • Design is a must-have • Functionality design and technology are intertwined • Know what we can't know • Validate ideas on real customers • Fastest and cheapest way possible • Feasibility of ideas during discovery not after • Viability of business ideas during discovery not after • Shared learning Page 7
- 8. STKI IT Knowledge Integrators Company Confidential STKI.INFO 8 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph PM Design DEV validated product backlog and business goals Customers • Will the customer buy it? • Can the user figure out how to use it? • Can our developers build it? • Does this solution work for our business? Product Discovery We all have our opinion on these questions, but we need to collect data- driven evidence at least 30 customer interviews Page 8
- 9. STKI IT Knowledge Integrators Company Confidential STKI.INFO 9 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph The evolution of CX Leads us to be data-driven & evidence-based Page 9
- 10. STKI IT Knowledge Integrators Company Confidential STKI.INFO 10 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph Digital/web is used for marketing collateral Holistic view of the customer (mostly operational data) HiPPO decisions Digital CX v.1: In-person communications Page 10
- 11. STKI IT Knowledge Integrators Company Confidential STKI.INFO 11 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph Digital is only a part of the journey and is used to support existing products Data driven decisions are made per-channel and selectively Fragmented view of the customer Data is siloed per - channel CX v.2: Digital becomes a channel Digital Page 11
- 12. STKI IT Knowledge Integrators Company Confidential STKI.INFO 12 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph Digital IS the product; its main purpose is CX. Organizational functions are centered around product CX Holistic (behavioral) view of the customer CX decisions are evidence based and data driven CX v.3: Digital IS the product Digital Product Page 12
- 13. STKI IT Knowledge Integrators Company Confidential STKI.INFO 13 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph How do you make sure the discovery process is data driven? Page 13
- 14. STKI IT Knowledge Integrators Company Confidential STKI.INFO 14 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph Gather Data Page 14
- 15. STKI IT Knowledge Integrators Company Confidential STKI.INFO 15 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph Data Sources: Feedback data Contact center interactions Chat Interviews Digital interactions Page 15
- 16. STKI IT Knowledge Integrators Company Confidential STKI.INFO 16 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph 2 Analyze CX Page 16
- 17. STKI IT Knowledge Integrators Company Confidential STKI.INFO 17 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph Page 17
- 18. STKI IT Knowledge Integrators Company Confidential STKI.INFO 18 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph Product Analytics Tools User-centric data that reflects in real time how your customers engage and interact with your product in a self serve manner. It should be easy to use and collaborative. Quantitative (what?) versus Qualitative (why?) Page 18
- 19. STKI IT Knowledge Integrators Company Confidential STKI.INFO 19 Copyright@STKI_2022 Do not remove source or attribution from any slide, graph or portion of graph Discovery should be based on data and evidence. Page 19