Product Management Lifecycles, Customer Input, Experience
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The document discusses product lifecycles and getting customer input. It notes that product lifecycles have different stages like introduction, growth, maturity, and decline. Customer input is important and can come from methods like ethnographic research, feedback portals, data mining, and open innovation programs. The document advocates shifting the focus from products to experiences by focusing on the emotions and interactions customers have with a company across all touchpoints.
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Product Management Lifecycles, Customer Input, Experience
- 1. Product Management Lifecycles, customer input, innovation Thursday 12 November 2020, 9:00 CET Jurgen Appelo @jurgenappelo Update 1
- 2. At the end of this session, you will… Know a bit more about product lifecycles Know different options for customer input Be aware about a necessary switch from product to experience
- 3. Product lifecycle management Customer input and understanding Product Management Update 1 From product to experience Wrapping up
- 4. Time spans are shrinking! https://medium.com/@JimtheSingh/beyond-the-three-horizons-mckinseys-model-in-hindsight-d0cf844a8c5e The Three Horizons Model
- 5. Development Execution Pre-alpha Alpha Release Candidate Release to Marketing (RTM) Beta General Availability (GA) Production / Maintenance End-of-life Product Release Lifecycle Introduction Growth Maturity Decline Closed Open
- 6. You need different approaches and skills at different stages. Photo by Bruno Nascimento on Unsplash
- 7. Product Lifecycle Management Conceive Design Realize Service The start and end of a PLM “phase” depend on product type and industry.
- 8. Contextualize (Frame) Empathize (Discover) Synthesize (Define) Hypothesize (Ideate)Externalize (Build) Sensitize (Test) Systematize (Learn) Innovation is always important. But team practices evolve over time.
- 9. Contextualize (Frame) Empathize (Discover) Synthesize (Define) Hypothesize (Ideate)Externalize (Build) Sensitize (Test) Systematize (Learn) Conceive Design Realize Service The vortex is always spinning but the emphasis in the iterations changes over time.
- 10. Yes, there can be a handoverPhoto by Javier Molina on Unsplash
- 11. The Technology Adoption Curve https://jurgenappelo.com/how-to-change-the-world/ https://en.wikipedia.org/wiki/Diffusion_of_innovations The Chasm
- 12. Geoffrey A. Moore The company may be saying “state-of-the-art” when the pragmatist wants to hear “industry standard”. - Geoffrey A. Moore https://www.goodreads.com/work/quotes/59649-crossing-the-chasm- marketing-and-selling-high-tech-products-to-mainstre
- 13. There is only a chasm with disruptive innovations. Photo by David Lusvardi on Unsplash
- 14. Sustaining Innovation (Horizon 1 and 2) Disruptive Innovation (Horizon 3) Crossing the chasm is like graduation day for disruptive innovations. Chasm
- 15. Sustaining Innovation with a Product Backlog (Horizon 1) Disruptive Innovation with a Product Portfolio (Horizon 3) Sustaining Innovation with a Product Suite (Horizon 2) Chasm Capacity Allocation Maintenance with an Issue Backlog (Horizon 0)
- 16. Product lifecycle management Customer input and understanding Product Management Update 1 From product to experience Wrapping up
- 17. Love the problem, not the solution Photo by Olav Ahrens Røtne on Unsplash
- 18. Develop your observation skillsPhoto by Uta Scholl on Unsplash
- 19. Ethnographic Research Photo by Blake Wisz on Unsplash
- 20. Powerful Questions https://abiggergame.today/powerfulquestions/ Great conversations start by asking better questions.
- 21. http://www.unconsciousagile.com/clean_language Empathic listening requires that you don’t distort the other person’s words. Clean Language Questions What kind of X (is that X)? Is there anything else about X? Where is X? or (and) whereabouts is X? Is there a relationship between X and Y? When X, what happens to Y? That’s X like what? Then what happens? What happens just before X? Where could X come from? What would X like to have happen? What needs to happen for X? Can X (happen)?
- 22. Open Innovation Programs Photo by Viktor Forgacs on Unsplash Collaborate with startups Invest in community-building Purpose motivates people Diversity breeds innovation Co-create with customers Turn students into employees
- 23. Listen, but don’t just do everything https://www.useresponse.com/customer-feedback-software Customer Feedback Portals
- 24. Data mining Photo by Luke Chesser on Unsplash See what people do, not just what they say
- 25. “Focus is about saying no.” Photo by AB on Unsplash
- 26. Only analyze what matters to customers! Aim for a Minimum Viable Product, not a Maximum Feature Set. https://steveblank.com/2010/03/01/death-by-analysis/ Competitive Analysis
- 27. Be inspired outside of your domain Photo by Joel Wyncott on Unsplash Get ideas from other products and services.
- 29. Product lifecycle management Customer input and understanding Product Management Update 1 From product to experience Wrapping up
- 30. Happiness is experience, not stuff Photo by Uriel Soberanes on Unsplash You’re not in the business of making bytes or atoms. You’re creating endorphins, dopamine, oxytocin, and serotonin.
- 31. https://medium.com/mule-design/a-three-part-plan-to-save-the-world-98653a20a12f Find the Moments of Truth Across All Touchpoints
- 32. Touchpoints Channels A touchpoint is an interaction between a customer and your business at a moment in time. Product demo Newsletter sign-up Account creation Whitepaper download Customer service call Subscription renewal NPS feedback A channel is a medium of communication through with touchpoints can occur. Phone calls Live chats Website Social networks Expo booth Physical stores Mobile app
- 33. Maybe we should change a few terms. https://Lorem ipsum dolor sit ametcnsectetuer.com/ adipiscing Product Backlog Product Roadmap Product Owner Product Manager Experience Backlog Experience Roadmap Experience Owner Experience Manager
- 34. Get involved in Business Strategy
- 35. Product lifecycle management Customer input and understanding Product Management Update 1 From product to experience Wrapping up
- 37. Q & A