Five Habits to Create Better Products Faster
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This document outlines five habits that can help create better products faster: 1) Always start with customers by finding their critical problems and solving them better than others; 2) Continuously improve products through acquired habits that are regularly followed; 3) Think deeply about reducing steps and doing thorough research upfront; 4) Use data by seeking it out before taking action and having a single metric goal; 5) Focus on the right thing by having small, focused teams working on the main customer problem. The habits are supported by examples and recommendations for applying them in product development.
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Five Habits to Create Better Products Faster
- 1. Five Habits to Create Be er Products Faster Hiten Shah hnshah@gmail.com
- 2. View this presentation online: http://kiss.ly/prohabits
- 3. Product, Engineering, Marketing, Growth, Sales What do you do?
- 4. Find the critical problems your customers have and solve them be er than anyone else. This is your job.
- 5. An acquired behavior pattern regularly followed until it has become almost involuntary. HABIT
- 6. 1. Always Start With Customers 2. Continuously Improve 3. Think Deeply 4. Use Data 5. Focus Five Product Habits
- 7. 1. Always Start With Customers 2. Continuously Improve 3. Think Deeply 4. Use Data 5. Focus Five Product Habits
- 8. So, you think you’re the customer and you feel their pain… you them
- 9. h p://kiss.ly/peoplewant You Are Not Your Customer
- 12. Go Where Customers Are! HTTP://CRAZYEGG.COM Be Human. Help People. (9/2006)
- 13. TODO: Engage with your customers! Go to them. Don’t wait for them to come to you.
- 14. HTTP://KISS.LY/WORKBACK We try to work backwards from the customer, rather than starting with an idea for a product and trying to bolt customers onto it. Ian McAllister, Amazon Working Backwards
- 15. TODO: Write a launch blog post before you start any product development It’ll force you to start with the customer and find their problems.
- 16. Focusing on outcome, rather than category, industry, or product type, lets you understand your real competitors. Intercom on Product Management HTTP://KISS.LY/PRODUCTBOOK Jobs to be Done
- 22. TODO: Find out what job(s) people hire your product for Helps define what customer’s want from your product in their own context.
- 23. 1. Always Start With Customers 2. Continuously Improve 3. Think Deeply 4. Use Data 5. Focus Five Product Habits
- 24. Start SMALL Iterate fast Don’t do this.
- 25. Go Where Customers Are!Minimum Viable Product (MVP) HTTP://KISS.LY/MVP
- 26. Go Where Customers Are!Start With a Cupcake HTTP://KISS.LY/CUPCAKE
- 27. TODO: Create a minimal product which satisfies the job Build less to get product in customer’s hands sooner and you’ll learn more faster.
- 28. Go Where Customers Are! HTTP://KISS.LY/PLAYBOOKS Create Your Playbook Checklists, guidelines, screencasts, specifications and requirements are just a few ways to make the tasks people do in your company repeatable and scalable. Write It Down.
- 29. TODO: Write the process down so it’s easier next time Product processes aren’t repeatable unless they’re documented.
- 30. Collaborative Product Development Process We Used In 2012
- 31. Collaborative Product Development Process We Used In 2012
- 32. Collaborative Product Development Process We Used In 2012
- 34. Updated Golden Motion Process We Used In 2012
- 35. FREEBIE: Idea to Release Product Development Process VIEW THE GOOGLE DOC: HTTP://KISS.LY/IDEATORELEASE
- 36. FREEBIE: Project Status Template USE THE GOOGLE SPREADSHEET: HTTP://KISS.LY/PROJECTSTATUS
- 37. 1. Always Start With Customers 2. Continuously Improve 3. Think Deeply 4. Use Data 5. Focus Five Product Habits
- 38. Click. Click. Awesome. Many of the best ideas come from deeply thinking about how to make things easier for other people. HTTP://KISS.LY/EASYTWEET
- 39. TODO: Figure out how to reduce the number of steps Help people accomplish their goal with the least amount of steps. A ention spans are short. Every step counts.
- 40. Evolution of A/B Testing THE ORIGIN STORY
- 41. One way I have worked around my engineering deficiencies has been to hire the skills onto the marketing team. For example, in my last long-term VP Marketing role I hired a front-end designer/engineer to design and code landing pages and a dedicated DBA to build reports and run ad hoc queries. SEAN ELLIS (VP OF MARKETING, LOGMEIN 2003-2007) HTTP://KISS.LY/SEANENG Old School A/B Testing
- 42. Google Website Optimizer went into beta in 2006
- 43. First Generation A/B Testing
- 44. First Generation A/B Testing Required engineering effort so it took days to get experiments started. Marketers were unable to run enough experiments. People who figured out how to experiment faster, got more growth.
- 46. Optimizely started in 2010
- 47. Second Generation A/B Testing
- 48. Second Generation A/B Testing A single line of JavaScript installed once and experiments start in seconds. Marketers can now run many types of experiments on their own. Fast growth is becoming more common.
- 49. Top 5 A/B Testing Platforms Adobe 3% SiteSpect 4% Google 8% VWO 8% Optimizely 77% The results of deep thinking!
- 50. What’s next for A/B Testing? We’re Thinking Deeply About…
- 51. TODO: Take the time to do thorough research up front It’s faster to research than to write code. Upfront depth prevents you from building the wrong things.
- 52. HTTP://PRODUCTHUNT.COM Making product people’s lives easier one product at a time.
- 53. 1. Always Start With Customers 2. Continuously Improve 3. Think Deeply 4. Use Data 5. Focus Five Product Habits
- 55. All product initiatives need a single metric and target goal. Steve Cox, VP of Product and Engineering at KISSmetrics
- 56. Data doesn’t make decisions for you.
- 57. Data informs your decision making.
- 58. Before You Build Anything, Make an Educated Guess. HTTP://KISS.LY/OPTDATADNA
- 59. When You’ve Already Got Usage, Analyze It. What percentage of your customers or users have adopted each feature? Intercom on Product Management HTTP://KISS.LY/PRODUCTBOOK
- 60. TODO: Seek out data before you take any action. Whether you have data already or not, finding it and analyzing it to determine your next steps is critical.
- 61. 1. Always Start With Customers 2. Continuously Improve 3. Think Deeply 4. Use Data 5. Focus Five Product Habits
- 62. Small teams mean fewer distractions, less risk of ge ing mired in pet rocks, and a singular shared focus on the customer problem at hand. David Cancel, Dri t / HubSpot / Performable / Ghostery / Compete
- 64. A company can only do one thing at a time. Arjun Sethi, Founder and Troublemaker
- 65. TODO: Are you are working on the right thing, right now? If you can’t answer this question, you should stop and reassess everything you are doing.
- 66. SIMPLE RULE OF BUSINESS GROWTH Easy to understand. Difficult to execute. Focus +Sequence = Speed How fast you growWhat you choose to do The order in which you do those things
- 67. Hiten Shah How can I help you? hnshah@gmail.com @hnshah