Creating products and services is a task that requires a design process centered around the user. In this talk I discussed the common mistakes product managers, founders and entrepreneurs make. You will find a proposal to drop the Minimum Viable Product process and instead adopt an initial product offering around features that deliver value on a smaller scale, here is where the process of understanding a user is critical. We discuss how User Research plays a very important role in designing a product or service that is lovable by the customers, understanding their problems and needs.

1. March, 2019
Good Design: The
path for a successful
product

2. Claudio Cossio
Head of Products & Global Partnerships
SoftwareDevTools.com
@ccossio

3. Trello +Freshdesk Stand-botAgile Retrospectives Scrum Poker
# Customers 250 239 179 57 14
Trello +Freshservice

4. Agenda
1. Founder mistakes
2. Alternative to an MVP
3. Build products people love
4. Takeaways
5. Q & A
#MCProductChat

5. Founders need to
invest in the right
activities
Mistakes

6. Your product needs to be touched
by your customers.
Feedback hurts…..embrace it :)
Never going
to market
Mistake N.1

7. Logo
Branding
Incorporation
etc
Wasting time on
unimportant
things
Mistake N.2

8. Timing
Team
Product/market fit, etc
Passion is not
enough to
succeed
Mistake N.3

9. Make sure to understand their
needs, expectations and budget
Find what they love about your
product
Not listening to
your users
Mistake N.4

10. Lean Startup, move
fast and break
things
Alternative to an MVP

11. MVP’s are still valid
Alternative to an MVP
● Build something small, inexpensive and predictable to test
● Go to market quickly, learn early and often
● Trash it, build several versions

12. Alternative to an MVP
The problem
Customers hate MVP’s
Nobody wants to be a guinea pig
Count your bullets

13. Alternative to an MVP
There is another way
Build a simple product
Two or three features
Go niche or go home :P

14. Alternative to an MVP
It has to be lovable
People want to use it
Transmit emotions
An evolution of what’s on the market

15. The best design is
the simplest one
that works -
Albert Einstein

16. Alternative to an MVP
Deep connections
Work style of customers
Attitude & culture
Instrumental to your customer success

17. Alternative to an MVP

18. The goal is
to deliver
business
value
#MCProductChat

19. Build products
people love
“Good design makes a product
understandable”
Dieter Rams

20. Build products people <3

21. Design is all
about the
people

22. Build products people <3
Product Personas
User centered design
Describes behaviours
Attitude and motivation

23. Build products people <3
Jobs to be Done
User problems & needs
A user “hires” a product
Set of jobs to a list of needs

24. The Research FunnelExploratory - shaping the problem space, defining
markets
Eg - Diary study, ethnography
Strategic - building the right thing for the right
people
Eg - segmentation, JTBD interview, depth interviews
Tactical - build the thing right, refine the thing,
market the thing
Eg - Usability testing, marketing focus groups
Operational - evaluating and refine the thing
Eg - analytics, A/B testing, NPS
Source: https://uxdesign.cc/working-with-the-research-funnel-23a5d694b623
Research Funnel

25. Using the Research FunnelExploratory - shaping the problem space, defining
markets
When needed - collaborative with VP Design, Product,
research led by researcher
Strategic - building the right thing for the right
people
Collaborative with Lead of Product Zone, research led
by researcher
Tactical - build the thing right, refine the thing,
market the thing
Led by designers and product team with support
from research team
Operational - evaluating and refine the thing
Led by PMs, designers, data science. Operational
support from research team.
Source: https://uxdesign.cc/working-with-the-research-funnel-23a5d694b623
Research Funnel

26. A company wide way of thinking
about customers
Corporate strategy, biz dev
eCommerce and sales
Product Management, Marketing
UX
https://emmaboulton.co.uk @emmaboulton
Research Funnel

27. Evidence driven
● Back your vision with data
● Focus on features that deliver value
Build products people <3

28. Designing a
product is
designing a
relationship -
Steve Rogers

29. Good Design:
Path for a
successful product
TAKEAWAYS
1. Focus on your clients
They are the one’s paying for the party :)
2. Small experiments that deliver
value
Make your customers fall in love with your solution
3. Deep understanding of the
problem
Fall in love with the problem, not the solution
4. Be data driven
Make every decision backed by information
#MCProductChat

30. Follow us every week:
@ChatSaaS
www.saasproductchat.com
PODCAST

31. Want to know more?
Claudio Cossio
claudio@softwaredevtools.com
www.softwaredevtools.com
CONTACT