marketresearch’aer’the’fact:’ using’the’vision’board’and’the ... · 2020. 8....
TRANSCRIPT
Market Research a,er the Fact: Using the Vision Board and the
Minimal Viable Product
Roman Pichler @romanpichler
romanpichler.com
Cambridge Product Management Network 29th March 2011
Two InnovaIon Choices
• Carry out upfront market research to understand the market and define the product
• Build a first prototype, expose it to the users, analyse the feedback, and learn
2 © 2012 Pichler ConsulIng Limited
Old School InnovaIon
Scoping Build
Business Case
Develop- ment
Testing and
Validation Launch
© 2011 Pichler ConsulIng Limited 3
Upfront!
market!
research!
Late!reality!check!
New School InnovaIon: Lean Startup
Users
Team
Code
Idea
3.!Learn!
4 © 2012 Pichler ConsulIng Limited
1.!
Build!
2.!Measure!
The Minimal Viable Product (MVP)
The quickest and cheapest way to test your ideas • Build to learn: Get it out, then get it right • Allows you to fail fast, and to discover what
works for your users, and what does not • Might be a Google ad, video, or prototype
5 © 2012 Pichler ConsulIng Limited
How the MVP Helps Product Managers
• Saves Ime – Reduces upfront market research – Frees product managers from having to predict the future correctly
• Allows product managers to find out quickly – If there is sufficient demand – If the right needs are addressed – If the right features are provided – If the business model is valid
6 © 2012 Pichler ConsulIng Limited
CreaIvity and the MVP
• Product managers and teams sIll have to innovate for their users – Data answers quesIons, but doesn’t say what to look for
• Ideas about the target group, the product, and the business model have to be explored and captured before the first MVP can be built
• This is where my product vision board comes in handy
7 © 2012 Pichler ConsulIng Limited
Vision Board and MVP
Vision Product Vision Board
MVP
8 © 2012 Pichler ConsulIng Limited
Insights!
The Product Vision Board
Target group Product Needs Value
Vision Statement
Which market segment does the product address? Who are its target customers and users?
Which needs does the product fulfil and how does it create value for its customers and users? What should be the user experience?
What are the three to five top features that are crucial for the success of the product? What will the product roughly look like? What are its unique selling points?
How is the product going to benefit the company? For instance, what are its revenue sources? What is the cost structure? Which sales channels will be used? Will it save cost?
Phrase or sentence to summarise the vision
9 © 2012 Pichler ConsulIng Limited
Captures!
the product!
strategy!
Formulates!key!
hypotheses!
Use Personas and Scenarios on the Board
• Persona – Captures ideas what a ficIonal but typical user or customer might look like.
– Contains demographic assumptions • Scenario
– Describes ideas about the problem a persona has and how the product might help
– Captures assumptions about the desired user experience
10 © 2006-‐2012 Pichler ConsulIng Ltd
11 © 2006-‐2012 Pichler ConsulIng Ltd
A Sample Vision Board
Target group Product Needs Value
Vision Statement A simple, fun, and affordable mega product.
Scenario 1!Lorem ipsum dolor sit amet, !sectetuer adipiscing elit, sed !diam nonummy nibh euismod !tincidunt ut laoreet dolore !
Scenario 2!Lorem ipsum dolor sit amet, !
sectetuer adipiscing elit, sed !
diam nonummy nibh euismod !
tincidunt ut laoreet dolore !
Scenario 3!Lorem ipsum dolor sit amet, !sectetuer adipiscing elit, sed !diam nonummy nibh euismod !tincidunt ut laoreet dolore !.!
Feature #1!
Feature #3!
Feature #2!
Summary
• Focus on the user and the customer, not the product: The product is a means to an end
• Use the product vision board to capture your assumptions
• Build to learn: Validate your assumpIons by creaIng an MVP and analysing user feedback
• Use quantitative and qualitative data to answer your quesIons and derive new insights
12 © 2012 Pichler ConsulIng Limited
CONSULTINGAND TRAININGIN AGILEPRODUCTMANAGEMENTAND SCRUM
�����������������
Get in touch:
+44 (0) 7974 203772 [email protected] @romanpichler
www.romanpichler.com www.allthingsproductowner.com