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2021 © AppFolio, Inc. Confidential
The making of AppFolio Mailing Service
Why a customer-
centered approach to
software development
matters
2021 © AppFolio, Inc. Confidential
#APPFOLIOCHAT
#IHEARTAPPFOLIO
Follow us
Questions or Comments?
Tweet: @AppFolio | #AppFolioChat
@AppFolio
@AppFolio
Facebook.com/appfolio
2021 © AppFolio, Inc. Confidential
3
Lauren Cassis
Product Manager, Community Association Market, AppFolio
lauren.cassis@appfolio.com
2021 © AppFolio, Inc. Confidential
4
Today’s
Objectives ● 01 A day in the life of an AppFolio Product Manager
● 02 AppFolio’s approach to product development
● 03 Inside look at AppFolio Mailing Service
● 04 Wrap up + Q&A
2021 © AppFolio, Inc. Confidential
5
2021 © AppFolio, Inc. Confidential
A day in the life of an
AppFolio Product
Manager
6
2021 © AppFolio, Inc. Confidential
My typical day as a
Product Manager
7
8:30 AM – Daily “stand up” meeting with development teams to uncover blockers, discuss in-progress work,
and demo in-progress work.
10:00 AM – A “grooming” meeting with development teams, where we break down user stories and apply them
to our product roadmap.
11:00 AM – Short stand-ups with business stakeholders to troubleshoot problems, and to communicate
updates, customer feedback, and plans.
2:00 PM – Meet with engineers, our amazing user experience designers, and business partners, clarifying and
negotiating product requirements based on customer insights.
Weekly – Meet with marketing to discuss an education opportunity, like this blog or a webinar.
Weekly – Partner with the user experience designer and lead customer calls, where I respond to feedback and
update product plans.
2021 © AppFolio, Inc. Confidential
AppFolio’s approach
to product
development
8
2021 © AppFolio, Inc. Confidential
Customer-driven development
USER RESEARCH
CONTINUOUS
FEEDBACK &
ITERATION
Detailed
Discovery
MARKET
VALIDATION
Brainstorm
Ideas
Build &
Release
Customer
Feedback
Customer
Feedback
Identify & Prioritize
Opportunities
Validate
Opportunities
9
2021 © AppFolio, Inc. Confidential
Agile Methodology
Working iteratively, adapting to new information, and
encouraging frequent feedback.
10
2021 © AppFolio, Inc. Confidential
11
Product + UX teams
distill problem space
Team brainstorms
possible solutions
Customer interviews +
collect feedback
Brainstorm + prototype
design
Agile Development
2021 © AppFolio, Inc. Confidential
Alyssa Barbosa
Community Manager
Listening to
customers is in our
DNA
12
ConsensYs Property Management
Anaheim, CA
❝
AppFolio is very open to listening to our
feedback — and they don't just hear it, they
implement it. We really have a relationship.
2021 © AppFolio, Inc. Confidential
A true business
partnership
13
2021 © AppFolio, Inc. Confidential
Inside look at
AppFolio Mailing
Service
14
2021 © AppFolio, Inc. Confidential
AppFolio Mailing Service
15
2021 © AppFolio, Inc. Confidential
AppFolio Mailing Service Demo
16
2021 © AppFolio, Inc. Confidential
What do you need space for?
17
18 2020 © AppFolio, Inc. Confidential.
Q&A

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Importance of a customer-centered approach to software for association management

  • 1. 2021 © AppFolio, Inc. Confidential The making of AppFolio Mailing Service Why a customer- centered approach to software development matters
  • 2. 2021 © AppFolio, Inc. Confidential #APPFOLIOCHAT #IHEARTAPPFOLIO Follow us Questions or Comments? Tweet: @AppFolio | #AppFolioChat @AppFolio @AppFolio Facebook.com/appfolio
  • 3. 2021 © AppFolio, Inc. Confidential 3 Lauren Cassis Product Manager, Community Association Market, AppFolio lauren.cassis@appfolio.com
  • 4. 2021 © AppFolio, Inc. Confidential 4 Today’s Objectives ● 01 A day in the life of an AppFolio Product Manager ● 02 AppFolio’s approach to product development ● 03 Inside look at AppFolio Mailing Service ● 04 Wrap up + Q&A
  • 5. 2021 © AppFolio, Inc. Confidential 5
  • 6. 2021 © AppFolio, Inc. Confidential A day in the life of an AppFolio Product Manager 6
  • 7. 2021 © AppFolio, Inc. Confidential My typical day as a Product Manager 7 8:30 AM – Daily “stand up” meeting with development teams to uncover blockers, discuss in-progress work, and demo in-progress work. 10:00 AM – A “grooming” meeting with development teams, where we break down user stories and apply them to our product roadmap. 11:00 AM – Short stand-ups with business stakeholders to troubleshoot problems, and to communicate updates, customer feedback, and plans. 2:00 PM – Meet with engineers, our amazing user experience designers, and business partners, clarifying and negotiating product requirements based on customer insights. Weekly – Meet with marketing to discuss an education opportunity, like this blog or a webinar. Weekly – Partner with the user experience designer and lead customer calls, where I respond to feedback and update product plans.
  • 8. 2021 © AppFolio, Inc. Confidential AppFolio’s approach to product development 8
  • 9. 2021 © AppFolio, Inc. Confidential Customer-driven development USER RESEARCH CONTINUOUS FEEDBACK & ITERATION Detailed Discovery MARKET VALIDATION Brainstorm Ideas Build & Release Customer Feedback Customer Feedback Identify & Prioritize Opportunities Validate Opportunities 9
  • 10. 2021 © AppFolio, Inc. Confidential Agile Methodology Working iteratively, adapting to new information, and encouraging frequent feedback. 10
  • 11. 2021 © AppFolio, Inc. Confidential 11 Product + UX teams distill problem space Team brainstorms possible solutions Customer interviews + collect feedback Brainstorm + prototype design Agile Development
  • 12. 2021 © AppFolio, Inc. Confidential Alyssa Barbosa Community Manager Listening to customers is in our DNA 12 ConsensYs Property Management Anaheim, CA ❝ AppFolio is very open to listening to our feedback — and they don't just hear it, they implement it. We really have a relationship.
  • 13. 2021 © AppFolio, Inc. Confidential A true business partnership 13
  • 14. 2021 © AppFolio, Inc. Confidential Inside look at AppFolio Mailing Service 14
  • 15. 2021 © AppFolio, Inc. Confidential AppFolio Mailing Service 15
  • 16. 2021 © AppFolio, Inc. Confidential AppFolio Mailing Service Demo 16
  • 17. 2021 © AppFolio, Inc. Confidential What do you need space for? 17
  • 18. 18 2020 © AppFolio, Inc. Confidential. Q&A