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Product Strategyfor UXers
Presented by Kevin Vigneault at NOVA UX onJuly 16, 2014
Hello, my name is
Kevin Vigneault
@hellokv
Tonight I’m going to talk about
Product Strategy
More specifically...
Digital Consumer Products
• Currently a UX Designer
• Formerly a Project Manager
• 7+ years at Viget
• Degrees in HCI, Economics & Finance
About Me
I am NOT a product strategist.
• Product Managers?
• Executives?
• Marketing?
• Business Services?
Who guidesproduct strategy?
1. User-centered perspective
2. Research & testing skills
3. Familiarity with design & build
The UX Advantage
Product strategy should be driven primarily by user experience, not business
objectives or technical capabilities.
• What is product strategy?
• What is GOOD product strategy?
• What should you build?
• How much should you charge?
I will try to answer...
What is product strategy?
DesignBusinessStrategy
Product
What is a product?
An entity that when consumed provides value to
an organization.
An entity that when consumed provides value to
an organization.
Augmented
Actual
What is strategy?
A vision for your desired outcome and a plan for how to
achieve it.
Planning is NOT strategy.
“Everyone has a plan until they get punched in the face.”
Mike Tyson
Vision
Strategy
Plan
What is goodproduct strategy?
Deciding what NOT to do.
“Fear and discomfortare an essentialpart of strategy.”
Roger L. MartinHarvard Business Review Magazine
• Keeping up with competition
• Wasting development resources
• Appeasing everyone
• Missing out on that critical thing
What are we afraid of?
1. Simple & Clear
2. User-centered
3. Bold & Aggressive
4. Long-term
5. Imperfect & Agile
Good strategies are...
What should you build?
“A complex system that works is invariably found to have evolved from a simple system
that worked. A complex system designed from scratch never works.”
John GallGeneral Systemantics
Simple is NOT inherently superior to complex.
The Tyranny of Small Decisions
A series of small, individually rational decisions that cumulatively result in an
undesirable outcome.
The House of Quality
1. Generate ideas
2. Design & build some of them
3. Never launch
Level 0
1. Generate ideas
2. Design & build everything
3. Launch & see
Level 1
1. Generate ideas
2. Prioritize
3. Design & build by priority
4. Launch incrementally, test & evaluate
Level 2
1. Generate ideas
2. Group logically & prioritize
3. Design & build in groups by priority
4. Launch incrementally, test & evaluate
Level 3
Well that didn’t answer the question...
How much shouldyou charge?
Whatever price generates the most revenue over a defined period of time.
Quantity
Pric
e
1. Collect emails
2. Set a high base price
3. Email 1/3 the base price, 1/3 a 25% discount, & 1/3 a 50% discount
4. Track conversions per cohort
How to Test Price
Quantity
Pric
e
Quantity
Pric
e
• Derive a demand curve from sample prices
• Learn your customers’ sensitivity to price
The point...
• Decoy Products
• Odd Pricing
• Price Anchoring
Other Pricing Topics
Predictably Irrationalby Dan Ariely
In summary...
1. Product strategy is important
2. UX professionals are uniquely qualified to lead the charge
3. Think boldly & play to win
Key Takeaways
All done, thanks.