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@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Ea#ngOurOwnDogFood
RayGallon AndyMcDonald
Unifying a content strategy for software publishers
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
A service company with a handful of major clients
Developed internal authoring tool for delivering contextual information to software
Could we turn it into a product and market it?
There Was a Tool… Lots of
small
software companies
don’t have
“documentation
”
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
How can we do it?
How do we convert that tool into a product? How do we move from service to software publisher?
Market Positioning Niche The PRODUCT Mktg Plan
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
A Clear Roadmap
Go/no go RoadmapBudget Ressources Technology
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Virtual marketing as we understood it
Drive the funnel through a persona-based content strategy
Test & tune the roadmap as we go
Build success through successful onboarding
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Then we had an idea
Product strategy and content strategy are one and the same
As a software company, designing a tool for software publishers, surely we have a unique position ?
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
What if we had a nimble, agile approach, everywhere?
What if content people work with techies?
What if everybody contributes to design and content?
What if features are planned via content strategy?
What if we inject content strategy into the agile model?
What if our product is the user experience/journey?
Product Strategy and Content Strategy: One and the Same
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Content in the agile process
Product Strategy and Content Strategy: One and the Same
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Content in the agile process
Product Strategy and Content Strategy: One and the Same
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Content
What is our dogfood? Content includes pre and post sales
Content embedded deep in UI – integral to user journey & UX
Continuous update and integrated feedback embedded in the design
Content strategists collaborate with developers
Continuous testing conducted by users, content strategists, and devs
ü Product’s real added valueü We prove it by doing it
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Features correspond to real persona requirements
Quick concept testing allows refinement
Develop just good enough and reiterate
Be nimble: rapid implementation of game changing requirements
UI/UX design with content people
Onboarding in the product, not only in content
Features
What is our dogfood?
ü Product’s real added valueü We prove it by doing it
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Painful Practical Truth
We had all the components for success – in silos!
Distributed around France – many had never met
Agile terminology and procedures ≠ AGILE MINDSET
Service oriented developers resisted design input from content and marketing people
Development schedule ignored market requirements
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Finance Impact of virtual marketing (VM)
Balance of power
Marke=ng Development Support05
1015202530354045
%revenu
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Finance Impact of virtual marketing (VM)
Balance of power
Marke=ng Development Support05
1015202530354045
%revenu
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Content Impact of virtual marketing (VM)
Addresses people’s needs – “let us help with your pain points”
Selective messages to targeted groups with common interests via personas
Snowball effect
Window of opportunity is a moving target, must be planned
Affects the product roadmap (semi real-time)
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Features Impact of virtual marketing (VM)
Address pain points and fulfill the promises we made in content
Conceived and added to roadmap based on real-time user feedback
Need to be just good enough – “Perfection is the enemy of the Good”
Adapt and improve in relation to user response
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Development
Impact of virtual marketing (VM)
As much as possible, developers’ priorities driven by customer needs priorities
Agile priority changes
Staged development – make it work for today, scale it up tomorrow
Let product team and beta testers break it
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Support Impact of virtual marketing (VM)
Customer care is primary
Responsive, accessible, visible
More and more bot driven
Incorporates user feedback and know-how sharing among ALL stakeholders
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Support Impact of virtual marketing (VM)
Customer care is primary
Responsive, accessible, visible
More and more bot driven
Incorporates user feedback and know-how sharing among ALL stakeholders
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Digestible? NO
Changing process for a dev team is a nightmare
In a service company with bespoke clients, customer journey is unknown
Agile is easy to masquerade, impossible to impose
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Digestible? NO
Success required a transition which challenged practices, habits even company culture
Product is really a tool for a new CS paradigm in software, but dev knows nothing of this – no buy-in
Walls errected between product and dev
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Error Codes <001> Failure not acceptable
<002> Invalid Sequence: development initiated before strategy
<003> Product ownership ≠ project management
<004> HR allocation error
<005> Tools proliferation error
<005A> Unused tools error
<006> General failure: information sharing fault
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
If we started again? Spend time onboarding ourselves
Content strategy should drive agile governance
Everybody needs the same agile experience
Charter core values: transparency, rapid delivery, reactivity, collegiality
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
A CS role in small software companies?
4 key roles: Understand Design Negotiate Interface
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
A CS role in small software companies?
Understand the role of the customer/user journey in entire life-cycle
Define it through personas
Deal with how pain points are addressed (content), catered for (features) and relieved (support)
Understand the market and the niche
Understand how developers work
Understand management objectives
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
A CS role in small software companies?
Design persona-based strategy Consider the entire journey and not just marketing
Features, UI design, interaction design, onboarding, service and support
Be garantor of the promise fulfilled and what satisfaction means
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
A CS role in small software companies?
Negotiate the adequate Everything costs
There is a balance between content and features, just as much as there is between features and support
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
A CS role in small software companies?
Interface with marketing, dev, support & management
Delivering a strategy to management is not enough
Must ensure, facilitate and accompany its implementation
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
A CS role in small software companies?
There is significant overlap and a blurred boundary between content strategist and product owner
In some situations, they may be the same person
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Lessons learned
Everyone must understand the marketing funnel – how it affects the entire project
In digital marketing, everyone – development included – needs to be on the same page
Onboarding is critical Onboarding cycles influence priorities in delivery Difficult for developers to digest, creates insecurity
Marketing
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Agile is not just methodology, it’s a mindset Product owner is not a director of development
Chief navigator piloting a complex vessel Multiple teams collaborate, using their particular
expertise
Upstream preparation saves time downstream
Agile Lessons learned
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Unqualified support from highest level is essential Team building cannot be ignored Transparency is of the essence, especially in agile.
Planned, specific contract between all participants The shorter the cycles, the more transparent
everything must be
Team Lessons learned
@RayGallon @AndyMcD_TECH@TransformSoc @techad_fr
Our Next Steps
OURSELVESBeIer
latethannever!
§ Reality check§ Agile education§ Change some roles§ Team & confidence
building§ Roadmap adjustment
Re