A presentation I used in a workshop at the J. Boye conference 2014 in Philadelphia

1. Think Product
Awaken the Steve Jobs in You
@rolandbenedetti @ J.Boye Philadelphia 2014

2. Few words about the product person in me
My last 15 years:
!
• Team Lead on CRM Web Apps for Telcos / Cap Gemini
• Architect / Pixelpark (full service agency)
• Consultant / Degetel & Solo
• Project Lead at Musiwave (now Microsoft)
• VP Product Management at eZ Systems (WCM vendor)
• VP Products & Marketing at Nuxeo (ECM vendor)
• VP Product Management at eZ Systems (WCM vendor)

3. A look 10 years back

4. Breaking the Buzzword Wall
#UX
#TMTLAS...?
#WEM
#CXM
#WCXM
#UXP
#UXM
Customer
Experience
Management
Employee
Experience
Management
UserExperiencePlatform
... let’s speak simply
about things!
#CMS
#wcm
#Death By Tla
#CEM

5. ☐ Client/device software capabilities
☐ Requirements, the problem we try to solve
☐ Network capabilities
☐ Server capabilities
☐ User expectations and relations to digital applications
What changed the most in the CMS/CEM space since 2000s?
Submit

6. What changed, what didn’t
!
Flexible Content Architecture
1-1 Personalization
Multi-channel
Profiling & Targeting
Ads
Workflow
e-Commerce
User Generated Content
Front End Editing
Collaboration
Content Promotion on Social
Content Curation
…
!
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20142004

7. What changed, what didn’t

8. What changed, what didn’t
Image courtesy of © 2014 Newfangled Web Developers

9. ProductProducInte
What changed, what didn’t
Product
Interface
Users
ProductProducInteUser
Experience
Products

10. by Nick Finck & Raina Van Cleave
Outside In Vs. Inside Out

11. What changed, what didn’t

12. What’s a product &
why managing it?

13. What’s a product & Why managing it?

14. What’s a product & Why managing it?
Product
A good or a service (or combination of both) built and offered by an organization that serve the
needs of end-users and deliver them value, which indirectly allow the product organization to
derive value from it in different ways (sales, awareness, market positioning…)
Product = End-user value = Business value
User Experience > End-user Value > Business Value

15. h"p://www.experiencedynamics.com/store/posters/importance-­‐user-­‐
experience-­‐poster
Loyalty
Trust
Credibility
Profitability
Intention of Purchase
Intention to Return
User Satisfaction
Word of Mouth
A Positive Experience brings

16. What’s a product & Why managing it?

17. What’s a product & Why managing it?

18. About User needs & requirements
the USER is always right
Nick Finck & Raina Van Cleave
First Commandment of User Experience
the USER doesn’t always
know what is RIGHT
Steve Jobs

19. You can't just ask customers what they want and then try to
give that to them.
By the time you get it built, they'll want something new.
Give them what they need,
Not what they want!

20. Product or Service?
Product and Service!

21. A product is not a project
Product Management
≠
Project Management

22. A product is not a project

23. How to get there?

24. Agility?
Would you bet on the hole-in-one?

25. Agility?
… not necessarily

26. Agility?
Release early, release often.
Adapt the methodology to your context.
Keep it simple & lean.
Iterate.

27. Less is More!

28. •euueueoueo
•ueouoeeuoeuo
We try to keep in mind when revisiting the eZ Publish UI
Inspirations
*Read the Marketing Myopia - Harvard Business Review
Have you heard about
Marketing Myopia?*

29. by Nick Finck & Raina Van Cleave

30. Try to live in their skin
for a while
Or at least show some empathy... 30
Understand your users, how?

31. Wrapping-up with 10 take-aways
1. Manage your Digital project / Web presence / Website as a product, not only as a
project.
2. 1st understand your Digital Business drivers and indicators, no product management
without it.
3. Now, User comes first.
4. Doesn’t mean he is right.
5. It’s all about Iteration and Agility. Balancing long and short term.
6. Don’t be slave of the methodology or tools.
7. Less is more. Let the simplicity decide.
8. Don’t focus on the tools and the technology, they are here to help - disposal technology
9. Communication, communication, communication.
10. It’s not so much about ideas.
!

32. Thank You!
Roland Benedetti
@rolandbenedetti