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presents Build Better Products Faster: The Playbook for Customer-Driven Development CHRISTOPHER O’DONNELL @Markitecht

Build Better Products Faster: The Playbook for Customer-Driven Development

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We all have a vision for our products--how they should look and what features they should have. But it's easy to get so wrapped up in the development of the product that you can lose sight of who it's really for: the customer. When was the last time you spoke to one of your customers and incorporated their needs and feedback into your design? If you can't remember, then you're doing it wrong. Christopher O'Donnell, product management expert and head of HubSpot's new Signals product, will teach you how to build better products for your customers in less time than ever before and why Agile is dead. What You'll Learn Incorporate valuable user feedback into your product in real time Beat your competition by moving 2x faster than an "agile" development model Motivate your team by tying their contributions to actual customer pain Deliver an amazing experience for all your customers

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Page 1: Build Better Products Faster: The Playbook for Customer-Driven Development

presents

Build Better Products Faster: The Playbook for Customer-Driven Development

CHRISTOPHER O’DONNELL @Markitecht

Page 2: Build Better Products Faster: The Playbook for Customer-Driven Development

Christopher O’DonnellChristopher O'Donnell is VP of Sales Products GM of Signals at HubSpot. Christopher joined HubSpot as a part of the Performable acquisition in June of 2011. Prior to joining Performable, in Fall of 2010, Christopher managed a team of designers and product managers serving the largest customers in the world: our nation's various military and intelligence organizations. In parallel, he started and drove a content-driven social media marketing effort that today boasts over a million readers. Prior to working in online marketing and product development, Christopher operated a music production business, where he put his B.A. in Music from Brown University to good use.

Page 3: Build Better Products Faster: The Playbook for Customer-Driven Development

Better Products, Faster

The Playbook for Customer-Driven Development !Christopher O’Donnell, VP of Sales Products - GM, Signals // HubSpot

Page 4: Build Better Products Faster: The Playbook for Customer-Driven Development

The only people who call their customers users are drug dealers and product managers

Page 5: Build Better Products Faster: The Playbook for Customer-Driven Development

You

Products are for people

Let’s start with what you expect out of a product experience. !!

Page 6: Build Better Products Faster: The Playbook for Customer-Driven Development

emily and pandora

!WHY IS IT MAKING ME LOG IN EVERY TIME I USE THE APP?!?

!“I don’t even know where I would complain or let them know.” - emily

Page 7: Build Better Products Faster: The Playbook for Customer-Driven Development

roaches

The thing about bugs is … where there is one report there are thousands of the same that you don’t see.

Page 8: Build Better Products Faster: The Playbook for Customer-Driven Development

Instant response

You expect it. !Your customers expect it. !It’s an opportunity: 1) to learn and improve the product in real time 2) to WOW people and get free marketing

Page 9: Build Better Products Faster: The Playbook for Customer-Driven Development

Instant response

The “Typo Test”

How long does it take your team to fix a typo in your product? ! This simple test is a terrific way to evaluate your process and tooling !!!!

Your answer should be “under five minutes”

Page 10: Build Better Products Faster: The Playbook for Customer-Driven Development

Instant response

The Unfair Advantage

Housecleaners vs. Exterminators * Support reps are amazing and wonderful and resourceful BUT they can’t resolve issues * Developers get a ticket twice and they resolve the issue for good. * Fewer tickets, and better product

Page 11: Build Better Products Faster: The Playbook for Customer-Driven Development

progress

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ideas

Page 15: Build Better Products Faster: The Playbook for Customer-Driven Development

pain

Page 16: Build Better Products Faster: The Playbook for Customer-Driven Development

Consistent Progress

Establish a monthly cadence !* Address biggest complaint every month !* Address biggest customer request each month !* Ship two/three exciting, demoable features - live for customers

Page 17: Build Better Products Faster: The Playbook for Customer-Driven Development

Consistent Progress

Bring it to the world !* Company-wide demo (5 mins) !* Internal product announcement and PR !* Customer announcement - aligned with product messaging: clear before/after shown - segmented email send (yey gifs!)

Page 18: Build Better Products Faster: The Playbook for Customer-Driven Development
Page 19: Build Better Products Faster: The Playbook for Customer-Driven Development

!!“Who are you building for?” !“Is this for me?” !“Am I your target customer?”

Page 20: Build Better Products Faster: The Playbook for Customer-Driven Development

Fulfill the promise

!It takes years. !Stay on your grind.

Page 21: Build Better Products Faster: The Playbook for Customer-Driven Development

Exercises

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Summary

!Respond instantly to feedback and issues. !Consistently show progress, reward loyalty. !Aim high with your promise, work to realize it.

Page 23: Build Better Products Faster: The Playbook for Customer-Driven Development

Takeaway and THANK YOU!

[email protected] !@markitecht !www.getsignals.com

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Course Title  Course Title

INSTRUCTOR NAME