social insights for product design
Post on 11-Sep-2014
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Social Insights for Product
Design
Kit Macgillivray+61 (0)466 247 356@kitmacgillivray
Product Functions
Product Strategy
Product Management
Product Development
Product Marketing
A New Market Landscape
News Media Landscape
News Media Landscape
Telecommunications
Telecommunications
Retail Landscape
Retail Landscape
A More Considered Consumer
A Change in Viewpoint
Customer, then Products
Problem, then Solution
Entire Customer Experience
Product Networks not Silos
CustomerCompany Customer Experience
“Ensure every one of us puts customers at the heart of everything we do.”
Products before profit:
“I want you thinking about users”
“The purchase of any Nike product is the beginning of the relationship.”
A Product ApproachShift in Business Environment
Strategies with Product focus
Product Expectations are high
Products aligned to customer
Product needs insights & tools
PRODUCTTHINKING
Shifting Influence
Marketing’s perceived shortfall
This is because their data and insights is not penetrating the rest of the business.
Global Marketing Effectiveness Programme, Furnaces, 2012.
80% of CEOs say marketers lack credibility
Insights
Connections that enable a new perspective
Consumer Commercial
What are Social Insights?
Social Insights for the Whole Business
ExecutiveSocial Insights
Marketing
Cust Mngt
Product
Operations
Brand
Strategy
Sales
Social Insights for Product
McKinsey estimate social insights untapped value of
$900B
Product Strategy
An outline for products that achieve business strategy objectives
Product Strategy
An outline for products that achieve business strategy objectives
Its often missing
1.Understand the Landscape
2.Define the Key Objectives
3. Insights Discovery & Analysis
4. Idea Generation - Divergent
5. Idea Filter - Convergent
6.Develop Strategic Plan / Products
Objec&ves)Understand)Landscape)
Insights)Discovery)&)Analysis)
Idea)Genera&on)
Idea)Filter)
Develop)Plan)
Strategy Development
Insights for Product Strategy
Market
Competitive
Commercial
Strategic
Social?
Product Management
A Product Manager’s Day
A Product Manager’s Day
Social Insights are Key
Understanding the customer is a core part of
their job
Social Insights are Key
Understanding the customer is a core part of
their job
New Product Creation
Social Insights are Key
Understanding the customer is a core part of
their job
New Product Creation
Existing Product Lifecycles
Tools for Product ManagementSegmentation
Testing
Validation
Realtime Feedback
Active & Passive
Programmable
Context
Shared BeliefsInsights drive better business
Data driven design
Insights require Context
MethodsWho is your Customer?
What are their Needs?
How can you fill those Needs?
ProductMarketing Shared Beliefs
Risks
Dilution of core offering
Confusion of product messages
Existing relationship stress
RewardsExpanded project scope
Expanded billing
Deeper penetration
Stronger product strategies
How can Social Insights help?
Thank You
Kit Macgillivray
kit@lucitystudio.com
0466 247 356
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