Presentation: The User Experience IS the Product Experience

Presentation Transcript

• The User Experience IS the Product Experience, Product Management Conference, Larry Cornett, Ph.D.
• Overview
  • The Power of Product Experience
  • User-Centered Product Design (UCD)
  • The Role of Product Management
  • Product Success at eBay
  • Q&A
• The Power of Product Experience
• Focus on UX matters
  • It wasn’t always the case
  • But, customers now have choices
  • Competition emerges faster
  • A great user experience differentiates
  • A great user experience builds loyalty
• My Background
• What the user experience with your product really is about
• Competitive landscape
  • Technologies are becoming commoditized
  • Platforms enable fast development & distribution
  • Rapid iteration and testing cycles
  • Intense focus on users, data, and metrics
  • Innovative experiences built on top of data & tech
  • Race to launch minimum viable product (MVP)
• Extreme MVP
• Who will win?
  • Companies that “get it”
  • Companies who listen, observe, & use data
  • Companies that solve “pain”
  • Companies that obsess over the details
  • Companies that deliver great experiences
• User-Centered Product Design
• What is UCD?
• The UCD approach
• Integrating UCD & Agile
• Global innovation average success rate is 4% across all geographies and industries
• How to succeed
• UCD Success: Apple Computer, Netflix.com, Mint.com
• UCD Failures: Google Nexus, Sansa e200 Series MP3 Player, Google Wave
• Typical UCD barriers
• Who is accountable?
• The Role of Product Management
• What Product Management is not
• Being the champion
  • Creating a vision
  • Defining the strategy
  • Specifying the right product
  • Executing the plan
  • Validating performance
  • Defending the product
  • Being accountable
• User-centered philosophy
• Your allies
• Product success at eBay
• Defining success
• Aligning goals
• Redesigning selling
• Selling form before
• Unique challenges
• The process
• UCD practices
• The result
• Success
  • Improved ease of use
  • Efficiency
  • Scalability
  • Profitability
  • 25% to 50% reduction in the listing time
• Continued success
• Lessons learned

The Role of Product Management