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

The Role of Product Management

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