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Product Discovery &
Validation in Large
Organization
Bartosz Mozyrko
World Product Day
2021
Today’s story
1. Domain Investing
2. Domain Transfers
3. User Story Mapping
4. Exploration & Testing
5. Net Promoter Score...
Internet is getting more crowded
Online presence needs a domain name
registered domain
names
(all extensions)
.com & .net
domain names
The secondary domain name market
● Voice.com sold for $30M
● Internet.com sold for $18M
● 360.com sold for $17M
● Insure.c...
Meet Jonas, the domain investor
● Owns 3,200 domains
● Started investing in early 2000s
● ‘Domaining’ is part of his lifes...
Domain Transfers
Jonas want’s to consolidate his portfolio
Registrar #1
Registrar #2
Registrar #3
Challenges
1. Initiate
● Cumbersome interface
● Slow performance
● No real-time updates
● Unclear why domains got stuck
2....
Core Team
● Product ⇨ Viability
● Design ⇨ Desirability
● Engineering ⇨ Feasibility
The “Tripod Model” helped us balance
o...
Process
Process
User Story Mapping
USM helped to plan releases that were
both high value and immediately useful
to the customers.
USM help...
Rapid Iterative Testing & Evaluation
The power of RITE - iterate fast to the
right ideas before committing anything
to cod...
Premiere Service
Customers
Bloggers & Influencers
Prospects
Customer
Care
Core
Team
Discovery
&
Validation
Iterations
#1 Formation
#2 Optimization
#3 Polishing
Outcomes
Release 0.5
Easier for existing and future customers
to bring over large domain portfolios to
GoDaddy with less effort.
● ...
Release 1.0
● Meaningful groups & actions
● Productivity enhancements
● Active guidance until resolution
● Overall, more c...
End
Start
Questions?
1. Domain Investing
2. Domain Transfers
3. User Story Mapping
4. Exploration & Testing
5. Net Promoter Score
6....
Product Discovery & Validation (World Product Day 2021)
Product Discovery & Validation (World Product Day 2021)
Product Discovery & Validation (World Product Day 2021)
Product Discovery & Validation (World Product Day 2021)
Product Discovery & Validation (World Product Day 2021)
Product Discovery & Validation (World Product Day 2021)
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Domain investors search for domains that meet their investment criteria, buy the names, and then sell the domains to other people who want to use the domains for a website. In this case study, Bart will share how together with his scrum team they rolled out a new bulk domain transfer tool helping the investor customers move their domain portfolios fast and with less effort.

https://www.youtube.com/watch?v=xDRn2qnreZ4

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Product Discovery & Validation (World Product Day 2021)

  1. 1. Product Discovery & Validation in Large Organization Bartosz Mozyrko World Product Day 2021
  2. 2. Today’s story 1. Domain Investing 2. Domain Transfers 3. User Story Mapping 4. Exploration & Testing 5. Net Promoter Score 6. Product Analytics 7. Project Outcomes
  3. 3. Internet is getting more crowded
  4. 4. Online presence needs a domain name registered domain names (all extensions) .com & .net domain names
  5. 5. The secondary domain name market ● Voice.com sold for $30M ● Internet.com sold for $18M ● 360.com sold for $17M ● Insure.com sold for $16M ● … ● HotBurger.com sold for $3,000 ● FreePrints.net sold for $1,000 ● Business.coffee sold for $950
  6. 6. Meet Jonas, the domain investor ● Owns 3,200 domains ● Started investing in early 2000s ● ‘Domaining’ is part of his lifestyle ● Seeks financial independence ● $80K in sales last year ● Eager to grow his portfolio ● Specializes in brandable names ● Hunts domains on SnapNames Fictional Customer Persona
  7. 7. Domain Transfers Jonas want’s to consolidate his portfolio Registrar #1 Registrar #2 Registrar #3
  8. 8. Challenges 1. Initiate ● Cumbersome interface ● Slow performance ● No real-time updates ● Unclear why domains got stuck 2. Finalize ● Limited visibility into progress ● No guidance on the next steps ● Clunky bulk operations ● Fuzzy information architecture
  9. 9. Core Team ● Product ⇨ Viability ● Design ⇨ Desirability ● Engineering ⇨ Feasibility The “Tripod Model” helped us balance ownership but also made it clear about how to get decisions made.
  10. 10. Process
  11. 11. Process
  12. 12. User Story Mapping USM helped to plan releases that were both high value and immediately useful to the customers. USM helped the team keep business context when trying to prioritize many features. The map evolved as the team continued to learn from the customers.
  13. 13. Rapid Iterative Testing & Evaluation The power of RITE - iterate fast to the right ideas before committing anything to code. 1. Allow people to interact with clickable prototype 2. Collect actionable feedback 3. Keep tweaking the designs while moving forward RITE is not the best tool for uncovering more complex issues.
  14. 14. Premiere Service Customers Bloggers & Influencers Prospects Customer Care Core Team Discovery & Validation
  15. 15. Iterations #1 Formation #2 Optimization #3 Polishing
  16. 16. Outcomes
  17. 17. Release 0.5 Easier for existing and future customers to bring over large domain portfolios to GoDaddy with less effort. ● Net Promoter Score ☝️ ● Conversion ☝️ ● Domains/ Order ☝️
  18. 18. Release 1.0 ● Meaningful groups & actions ● Productivity enhancements ● Active guidance until resolution ● Overall, more cohesive UX Plus ad-hoc improvements based on learnings from instrumentation: Voice of the Customer and product analytics.
  19. 19. End Start
  20. 20. Questions? 1. Domain Investing 2. Domain Transfers 3. User Story Mapping 4. Exploration & Testing 5. Net Promoter Score 6. Product Analytics 7. Project Outcomes

Domain investors search for domains that meet their investment criteria, buy the names, and then sell the domains to other people who want to use the domains for a website. In this case study, Bart will share how together with his scrum team they rolled out a new bulk domain transfer tool helping the investor customers move their domain portfolios fast and with less effort. https://www.youtube.com/watch?v=xDRn2qnreZ4

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