Many large companies that have been around for decades, or even newer startups that have found some stability, fall into a dangerous place called “The Build Trap”.
In this PRODUCTIZED keynote, Melissa Perri explains how businesses need to restructure their thinking to focus on finding value for the user through experimentation to achieve business goals: getting out of “The Build Trap”
29. @lissijean
STRATEGY
“Strategy is a deployable decision making framework, enabling
action to achieve desired outcomes, constrained by current
capabilities, coherently aligned to the existing context”
- Stephen Bungay
@lissijean
40. @lissijean
“The price is too high,
we should lower it.”
“The photos are not enticing.”
“We need to rebrand the sign
up funnel to the new design.”
“We should be offering
sign up gifts.”
“They cannot try it for free!”
41. 5 years FDS the Tuesday/Thursday standard option
double acquisition Dec 2016
@lissijean
PRODUCT GOAL
43. 5 years FDS a top dinner option for the target market.
double acquisition Dec 2016
increase conversion rate across all
platforms by X% by end of Q2.
conversion rate is Y% on desktop
and X% on mobile.
PRODUCT GOAL
45. @lissijean
Learned:
The top reasons people are leaving.
0%
10%
20%
30%
40%
Reason
Can't Find Menu What's in the box? The price is too high I want more plan options I am vegan
54. @lissijean
Company
Goal,
Product KPI,
Future state.
What are
users
doing now?
What’s the
first
little goal?
User Research,
Product
Experiments
Product Kata
1 2 3 4
Planning Experimenting
A scientific, systematic way to build better products.
66. @lissijean
Product-Led Organizations are…
• Ruthlessly focused on solving customer/user’s problems to
drive business value
• Oriented around outcomes instead of outputs
• Experimental by nature and driven by continuous
improvement
• A place where leadership enables empowered decision making
throughout levels