three ways to harness the power of innovation p camp austin aug 2016[162070]

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SPEAKER

Todd Middlebrook• 20 years of industry experience • Pragmatic Marketing instructor

• Product leadership roles with leading companies Microsoft & IBM Tivoli as well as Austin-area startups

AGENDA

Trends driving product Innovation – Agile– Data into action– Design

Leveraging the trends to build

successful products

TREND 1: THE RISE OF AGILE DEVELOPMENT

THE RISE OF AGILE DEVELOPMENT

VersionOne 10th Annual State of Agile Report (n=6,042)

http://stateofagile.versionone.com/




Why Agile?

– 37% faster to market– 16% more productive– 49% less expensive to deliver– Consistent quality as velocity increases– Better predictability

QSM Assoc. “The Agile Impact Report” (compared Agile projects to 7,500 Waterfall projects)

But, not so fast …

https://www.rallydev.com/content-request?nid=721


VersionOne 10th Annual State of Agile Report (n=6,042)

“Fragile”




Stand-ups, sprints and iterative thinking spreading across the organization– Marketing– Business plans– Sales Enablement


IMPACT ON PRODUCT INNOVATION

How does agile impact product innovation and what does it mean for your business?


45%Never Used

19%Rarely

7% Always

13% Often

16% Sometimes

Standish Group

TREND 2: TURNING DATA INTO ACTION

Big Data

Little Data – A/B testing – Analytics– Product usage

According to IDC 70-80% of software failures result from poor requirements gathering, analysis and management*

DATA, DATA, DATA


How do we convert data into actionable insights that drive innovation?

A decade ago, we observed customers walk around our stores

Today, we have reduced them to bits and bytes

All data, no information

Analysis paralysis

TURNING DATA INTO ACTION


Story-driven data analysis is key– How do buyers engage with your brand– When, how and why do customers use your products– What customer experience are you driving

Data should relate how you solve customer’s problems - Overall experience, not just individual product touchpoints

Benefits of End-to-end Experience Data*– 20% increase in cross-selling– 25% reduction in churn

* McKinsey


Focus on top customer interactions– Buyers and users– 3 to 5 most important touchpoints

Don’t wait for data perfection– Look across silos and use the information you have

available today

Focus on the story, not data

TREND 3: THE EMERGENCE OF DESIGN

Google search for ‘UX Design’ was flat until 2007; it has since grown 1500%

150,000 open UX/UI Design jobs

Business consumers now demand the same user-interface as personal technologies

UX has become a key differentiator in winning the hearts and minds of customers

Gives new entrants a leg up in established industries

EMERGENCE OF DESIGN

THE DESIGN CURVE

Customer Problem Identified

Technology Dominates

FunctionalityEnhanced

FeatureDominates

Overall Customer Experience/Relationship

DesignDominates

APPLE HOMEPAGE 1997

Earliest recorded from The WayBack Machine, archive.org

APPLE HOMEPAGE 2016

GOOD DESIGN, IS GOOD BUSINESS

Source: The Design Management Institute


How does the evolution of design impact innovation?


Design not a point activity, it must ingrained in your culture and staffed accordingly

Teams more productive when Design is embedded

Putting user at the center of your design is key

Prototyping and measurement tools are required

Agile – Build the RIGHT features fast

Data into Action – Tell the story of how you solve customer problems

Design – Put the User at Center of your design

Three Ways to Harness Power of Innovation

RESOURCES TO HELP NAVIGATE THE WORLD

The Pragmatic Marketer

ProductMarketing.com

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