Monday, October 9, 2017

How To Build a Product Strategy - By Zack Naylor CEO & co-founder, Aurelius

Following text is selected sections of "How to build an awesome product strategy (even if it's not your job!)" from Zack Naylor CEO & co-founder, Aurelius
1-Create clear actionable goals
Here are 3 things you SHOULD HAVE for every goal you make:
Statement of what we’re trying to accomplish
Expected impact to the product/experience
Success indicators
2-Learn from your Customers

First - before you begin, have a research plan. This research plan should include who you will be researching (your customers in specific detail) and what you hope to learn.
Your next step is to conduct your research (user interviews, usability testing, on site observation, etc.) and take notes about EVERYTHING. Try and keep them in your categories as much as possible.
We create insights to give meaning to our research so we can summarize and share what we learned.
3-Solve the Right problem and build Product Roadmap
Focus on solving the right problems for your customers and your business. A product roadmap can plot out our actions over time.
You need to spend your energy making sure you continuously understand the problems your business is trying to solve, the needs and expectations your customers/users have and how you can make good decisions that address both.
Pro tip: that's problem #1 here, never ask what your customers want, find out what they *need*, those are different things.
If we solve the wrong problem, on time and on budget, it doesn’t matter.
4-Create, Measure and Communicate Your Product Strategy
Making smart, informed decisions for your product and user experience takes 4 simple steps:
a) Make and record your design decisions and product recommendations
b) Draw a clear connection from each decision to one or more business goals you previously defined
c) Show how one or more of the research insights you gathered support that decision or recommendation (be sure to have the supporting data that made up those insights too)
d) Have a measurement plan to determine success for each of those decisions (more on that in a moment).
Measuring the success of your design and product decisions
First, review your goals for the product and experience. Here's a quick bullet list of how to get started:
Consider the success indicators you created for each one
Choose both qualitative and/or quantitative metrics that represent your success indicators
Be sure you have a method or plan to collect measurements for each of those metrics in place (e.g. surveys, Google Analytics, etc.)
Then, review each decision in your strategy
Take a look at the goal(s) you have for each decision
Choose the success indicators for that goal that are most relevant for, or influenced by, the decision or recommendation itself
Choose specific metrics to measure that decision/action/recommendation but also the overall business goal for the product and user experience
Communicate your product strategy
Communicating your product strategy is now simple
Record your design decisions and/or recommendations
Show how they help meet outlined goals for the product and user experience(and why that’s good for you as a business)
Tie specific user research insights to each decision or recommendation
Share the plan (and specific metrics) for how to measure the success of those decisions, and overall strategy
This can take the form of a presentation, slide deck or simple text document, but remember toanswer these four critical questions no matter what:
What are we doing?
Why is it good for our product, company and business?
How is it backed up by research from our customers?
How will we measure it?
ed: above text is selected sections of "How to build an awesome product strategy (even if it's not your job!)" from Zack Naylor CEO & co-founder, Aurelius

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