In this lecture Poornima will cover how to use the feedback collected from customers to turn them into features, prioritize features in a product roadmap, and provide techniques for picking features that become part of an MVP (minimum viable product). You can watch the lecture here: http://youtu.be/ryf6dNOF_Uc

1. Duke ECE 490L: How to Start New Ventures in
Electrical and Computer Engineering
Poornima Vijayashanker
poornima@femgineer.com
Jeff Glass
jeff.glass@duke.edu
Akshay Raut
ar118@duke.edu
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2. Review
• Feedback Collection
• Customer Case Study
• Demand Creation Activities
• Exercise
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3. Review Session:
Wednesday October 23, 2013
DUHatch
Idea Summary
Sign up for a session here!
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4. Agenda
• Collect Feedback from Customers
• Create Team Alignment
• How to Create Product Roadmap
• How to Pick Features for a MVP
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5. Market Research
Customer Discovery
Early Adopter
Pricing
Product
Distribution
Validation
Customer Creation
Business/Company
Formation
Mainstream Adopters
Money for Marketing
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6. Customer Discovery
Validation
Customer Creation
Business/Company
Formation
Early Adopter
Pricing
Product
Distribution
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7. Rework
Measure
Feedback
Customer
Discovery
Process.
Release.
Usability Testing
Product Roadmap
Build.
Feasibility given
resources.
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8. What is an minimum viable product?
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9. 1. Value proposition
2. Early adopter
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10. Wireframes
Usability Testing
Collect Feedback
Create Stories
Product
Roadmap
Minimum Viable
Product
Align business and
product
Differentiate
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11. Stages of usability testing.
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12. Paper
Prototyping
Low Fidelity
Quick Iterations
Test Concepts
Wireframes
High Fidelity
Prototype
Low Fidelity
High Interactivity
Test Workflows
Hi Fidelity
Low Interactivity
Test Branding
Hi Fidelity
High Interactivity
Test Usage &
Adoption
Sometimes you have to go back!
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13. Duke ECE 490L
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14. Wireframes
Usability Testing
Collect Feedback
Create Stories
Product
Roadmap
Minimum Viable
Product
Align business and
product
Differentiate
Supplemental Reading: 3 Reasons You Need a Product Roadmap, Blurred Vision is Better than Blindness
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15. Vision.
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16. Clear product
value proposition.
Customers
Motivated to build
a new solution, and
personally grow.
Team
Stakeholders
ROI
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17. Customers
Team
Stakeholders
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18. 1. Employees need to have empathy.
Supplemental Reading: Getting Your Startup Team to Understand Your Customer
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19. 2. Product priorities.
Supplemental Reading: Getting Your Startup Team to Understand Your Customer
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20. Simplicity
Consistency
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21. 3. Time to learn.
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22. Set goals.
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23. Align Business Goals with Building Product
Features
• Customer Acquisition: get them to sign up!
• Customer Retention: keep them around and interested.
• Monetization: make $ off of them.
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24. ANATOMY OF A PRODUCT ROADMAP
1. Infrastructure 2. New Features 3. Customer Requests
Sept 2011
Product
Development
Oct 2011
Reporting for
Payment
Tax time
Gateway
Integration Integrate with
Monthly Email
Optimize
Attendance
• retention
• re-engagement
Dec 2011
Jan 2012
Feb 2012
• new customers
• new source of
revenue based on
% transaction
Customize
reminder
emails for
member
retention
Multiple Login Scheduling
Integrated
with Online
Store
QuickBooks
Summary
Business
Benefit
Nov 2011
• retention
• new customers
• retention
• new customers
• retention
• new customers
• new customers
• larger studios
• increase
revenue
Business Goal of Feature
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25. Purpose of Product Roadmap
• Conveys long term vision
• Dig into one feature at a time when brainstorming
• Anticipate delays
• Prepare for accelerators (funding or growth)
• Business goals tie into what you are measuring (metrics)
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26. Getting buy-in.
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27. Deal with objections before you build!
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28. Customers
Team
Stakeholders
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29. Dealing with push back.
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30. Embrace Pushback
• Understand where it’s coming from
• Bring it back to the vision
• Postmortems: give people a forum to be heard
• Acknowledge and appreciate: recognize efforts
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31. Create alignment.
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32. Embrace Pushback
• Understand each groups interest
• What’s in it for them?
• Change of behavior
• Be careful with too much process.
• Small sales
• Get buy-in at each stage
• Checkpoints
• Consistent Communication
• Conflict resolution
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33. Wireframes
High Fidelity Mockups
Designer
Usability
Customer Discovery
Business Goals
Feasibility given time
frame and abilities.
Functionality
Developer
Product
Manager
Product Lifecycle
Coordination
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34. Creates high fidelity
Hands off high fidelity
Designer
Some code
Creates stories
Tests
Builds functionality
Developer
Product
Manager
Hands off wireframes
Implements high fidelity
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35. Creativity needs time
Wants to iterate
Needs to
understand design
for implementation
Developer
Designer
Product
Manager
Held up waiting for
design
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36. Choose goals carefully for MVP.
Supplemental Reading: The Best Startups Minimize Their Dimensions of Innovation
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37. Establish a loose process initially.
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38. Receive feedback
before iterate.
Designer
Begin implementing
functionality that is
de-coupled from
design.
Developer
Product
Manager
Orchestrate small
hand-offs
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39. Rework
Measure
Feedback
Customer
Discovery
Process.
Release.
Usability Testing
Product Roadmap
Build.
Feasibility given
resources.
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40. Keep the process in check with a postmortem.
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41. Postmortem
• Monthly
or quarterly meetings
•
Give people a forum to be heard
•
Take turns on who runs
•
Broken down into 2 meetings one for voicing feedback and second for coming
up with solutions
• Not
the time to be sensitive
•
Freedom to list pros and cons of current process
•
Don’t blame people blame the process and goals
• Compile
list
•
Pick a couple things to focus on
•
Revisit list each postmortem and check progress of changes
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42. Team will need to iterate.
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43. Both the process and product.
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44. Wireframes
Usability Testing
Collect Feedback
Create Stories
Product
Roadmap
Minimum Viable
Product
Align business and
product
Differentiate
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45. Before shipping
Phase 1
Set expectations for early adopters
Track usage
Mechanism for collecting feedback
After shipping
Phase 1 2
Phase
Address feedback
Validate MVP features
Continue to communicate
Before next
iteration
Phase 3
Segment feedback:
Blockers v. improvements
Iterate
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46. Go back to initial interviews.
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47. Give them
something
they didn’t
know they
needed.
Solve the
problem the
competitor
causes.
Displace
current
solution
that isn’t
competitor.
Differentiate.
Think about
customer
service.
Minimum
VALUE
product
Onboarding
process
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48. Needs exposed in
initial interview
+
Feedback from
paper prototyping
+
Feedback from
interactive wireframes
Minimum Viable Product
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49. Picking Features
• Should
know your early adopter by now!
• Differentiate based acute needs of early adopter.
• You might not be able to build the exact MVP you want.
•
resource constraints (time, budget, talent) or the complexity involved
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50. Can’t Build What You Want
• Still
address a pressing need for early adopters.
• Identify a value proposition.
• Differentiate from competition.
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51. Prioritizing Stories
• Building
the basics.
• Breaking down stories into basic components.
• Handling scope creep.
• Re-prioritizing stories.
• Test (internally) + Ship + Test (early adopters)
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52. EXERCISE
KEY OBJECTIVE(S)
AGENDA
Design roadmap for your
product.
10
minutes
1.High level features
2.List key benefits of the features
3.Proposed timeline
DELIVERABLE
RESOURCES
Working product
roadmap.
Template for roadmap.
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53. Review
• Feedback Collection
• Customer Case Study
• Demand Creation Activities
• Exercise
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