Main Takeaways:
- Stakeholders as your first customers - how to be effective when other teams know more than you
- Using insight as a tool - combine techniques to shape your own approach
- Using external validation methods - bringing an outsiders view to your roadmap
15. Stakeholders as customers
· They know more than you
· They’re expecting something
· They have perceptions of the product (and PMs)
16. Interview them
· List them, group them, interview them
· Extract their goals / assumptions / timings
“Are things getting better?”
· Go wide (sponsors)
· How do they like to communicate?
18. Interview sales, marketing , design, engineering
+ hardware team / networks / analytics
✓ how the problem arose
✓ the full journey
✓ the most appropriate language
✓ business constraints/challenges
“customer’s buying too little bandwidth”
19. · Fake Press Release & FAQs
· Mock ups
· Success measurements
· Product approach (1 slide)
· First sprint + blog post
Outputs for your Stakeholders
21. · Stats with application
· Aim is to remove risk
· Answer real life questions
Product insight?
22. · Reiterate what is known about your,
...customers, experiences, goals
· Do you stand by these as your own?
· Do these represent productivity or success?
e.g. session duration
Sense check current insight
24. · Combine techniques, fill in your understanding
· Excel, GA, surveys, heat maps, AB tests
· Mark with agree or investigate
· Make it visual
Fill in the gaps
25%
65%
HP
30%
10%
direct
referrers 60%
80%
25. · Articulate - every stat shared should have why
e.g. Brochure downloads x2.5 times conversion
...try GA time lag report
Insight = value
26. · Reiterate stats + your inputs
· Be clear: every stat should provide value
· Can shift from conversion to intent
Recycling the insight
+ =
29. · Experts on the past
· Projects of all shapes and sizes
· Quotes
“we need better users!”
“took a whole team, a whole weekend”
“the strategy hasn’t been agreed yet”
Teams around you
30. · Your are nearer to a user
· Benefits of being a newbie
· Shall we fix it or remove it?
e.g. search filters
Being an outsider
31. · Use outside industries
· Dispel myths (e.g. fewer clicks = conversion)
· Who is doing it well?
e.g. sharing
Who is doing it well?
32. · Introduce to de-risk where possible
· Or, refine testing where needed
e.g. Do no harm / go for it!
Post: Testing without p values (Matt Gershoff)
A test it culture
34. ✓ You have the group’s expectations
✓ Value metrics that everyone understands
✓ Narrative of your new roadmap and why
Let’s rewind that...
35. · It’s a learning phase so be receptive
· Disrupt your beliefs
· Great opportunities to enhance
perceptions
· Chance to sell your roadmap
Don’t forget...
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