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