relevantivethe user perspective

relevantive GmbHJanuary 2015

Modern Products@AKreitenweis

angela.kreitenweis@relevantive.de

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de

What's so special about new, successful startup

products?

2

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 3

Precisely defined target group1.

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 4

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de

Not:A tool for sharing pictures and videos

But:A tool for sharing pictures and videos for first-time moms

5

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 6

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 7

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de

Not:A tool for scheduling

But:A tool for scheduling for hairdressers and stylists

8

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de

1. Summary:

Precisely defined target groupNot:It might fit everyone, somehow.

But:It really fits perfectly to our target group.

9

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 10

Open, visible dialogue with customers

2.

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 11

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 12

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 13

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de

2. Summary:

Open, visible dialogue with customers

Not:How can we find out what customers want without anyone noticing?

But:Let's talk!

14

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 15

Carefully shaped functionality and value

3.

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 16

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 17

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 18

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de

Not:A marketplace for hardware, the decision how to combine and use it is up to the customer

But:A smart set of technologies that perfectly work together

19

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 20

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 21

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de

Not:Nice tools to use tools

But:Nice tools to reach a goal that is really attractive to customers (e.g. to save money)

22

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de

3. Summary:

Carefully shaped functionality and value

Not:What's great about us is that we offer such a wide range.

But:Product must be comprehensible. Value must be instantly graspable.

23

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 24

Products and services tied together to useful packages

4.

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 25

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 26

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 27

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 28

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 29

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 30

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 31

4. Summary:

Products and services tied together to useful packagesNot:Training and services are not our business.

But:Let's offer value throughout the entire customer lifecycle.

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 32

ProdicesServucts

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 33

Evolving products5.

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 34

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 35

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 36

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 37

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de 38

5. Summary:

Evolving productsNot:This product is the last word on the market.

But:Learnings from this product will help us to detect opportunities to grow and expand our business.

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de

1. Precisely defined target group2. Open, visible dialogue with

customers3. Carefully shaped functionality

and value 4. Products and services tied together

to useful packages5. Evolving products

39

Modern Products

http://www.relevantive.de, Twitter @relevantive & @AKreitenweis Questions? angela.kreitenweis@relevantive.de

Questions?Angela Kreitenweis

Head of UX Consultingangela.kreitenweis@relevantive.de

T + 49 30 6098580-60M +49.176.102 17446

Product Examples

Ash Maurya, CloudFire, Running Lean, http://runninglean.coSalonmeister, http://salonmeister.de/

tado, Smart Heating, http://www.tado.com

40