Innovation by Immersion [Series 3/5]

 Experience is the Message

People have experiences about product, products don’t have experiences.  – Marcelo Marer, Chief Creative Director, Intel Media

What sells well in the U.S. many not be a benefit to anyone elsewhere. If you sell globally, it’s critical to design products for the new markets you plan to enter. Doing so requires research and an honest/thorough analysis of the information you have collected.

User Stories and User Personas

In the previous blog, the product teams hypothesized their customers and prospects need to collaborate – on demand, from anywhere – with their partners and other growers, in order to be more productive and to reduce risk. Continue reading “Innovation by Immersion [Series 3/5]”

Going Global – PDMA Georgia [Series 1/5]

Something innovative happened again at KO HQ this Thursday

The PDMA| Georgia chapter held it’s 9th annual Summit – topics were global in scope but personal in focus. Much shared learning and best practices offered. A very good reason to step away from desks/deliverables and come together with like-minded product professionals.

Innovators may already be intuitively using Agile

Top-line takeaways from the Round Table

  • Get a handle on things that bite in your planning stage, not during execution (import laws, regulations)
  • RESONATE! – don’t just BE in the chosen markets (do provide consistency, quality, awesome user experience)
  • Create RELEVANCY- use everything around your product to do this
  • LISTEN, partner with a local  –  help your prospects ARTICULATE their unique drivers Continue reading “Going Global – PDMA Georgia [Series 1/5]”

Fictitious Characters in Agile Development?

I recently attended an interesting and interactive NPD learning event about using “Personas” to define product features.  Very much like User Stories but made using ethnographic (field research) methods.  Personas tell their story in terms of goals, the “why” and “how” of what they do.  It’s not at all easy to be good at defining unique and evidence based personas, but the outcome is worth the effort.

The speakers introduced our personas by name, provided us Post-it notes, Sharpies and paper iPads. We broke into teams of 6-7.  Our goal: to create a wireframe of a Tablet App front page appealing to the travel requirements of our assigned persona.  In about 20 minutes, we were ready to showcase our work.

Here’s the interesting point>>throughout the designing,  the teams remained focused on the person in the persona.  Features, elements, text, flow were all designed with the persona’s needs top of mind. It was as if the persona was there with the team. There was a shared understanding of needs within the context of the persona’s world, and the outcomes were all awesome (and quite different).

I am a believer!  By including personalities and behaviors of  the buyer, early and often, into product decisions, teams will make great product design decisions.

Priority is to Satisfy the Customer.

Cheers!