What goes into developing a product innovation strategy?

JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Jenn Coonce Experience Design
•Product Innovation Strategy
•Customer Research
•UX Process Facilitation
www.jenncoonce.com

What goes into developing a
product innovation strategy?
Business Objectives
Customer Objectives
Existing Customer Research
Measurable Goals
Customer Interviews
Personas
Competitive/Best Practice Review
Competitive/Best Practice Review
Usability Testing
Task Analysis
Sketching

Inputs to product strategy
• Competitive landscape/expert review
• Customer research (both historical and project)
• Ethnographic research
• Field research (at Meetings, etc.)
• User interviews
• Satisfaction surveys
• Customer service insights
• Analytics
• Usage of sections on the site
• Tenure/cohort data
• The backlog

Establishing & prioritizing feature sets
• (Specific) customer research
• Informational
• Exploratory (involving the customer in the design)
• Persona development
• Task analysis
• Story mapping
• High-level group sketching
• Feature prioritization (by customer group, business
priority, etc.)

Understand customer motivations
• Concept Testing
• Paper Prototyping
• In-person Usability Testing
• Remote User research
• Group validation sessions
• 5-second test
• Survey
• Beta Testing
• A/B Testing with analytics
• Expert Review

Deciding on a research strategy
• What do we and don’t we know?
• Are there are major areas of disagreement
among the team (or client)?
• How unique is the user group?
• How important is it that we get it right?
• What is our research budget?
• When will we have the biggest opportunity
for implementing findings?

Usability Testing

One-on-one analysis of a design

Types of usability testing
• In person/remote/bulletin board
• Formal/informal
• In a facility/in the office
• Paper prototype/design concept/live site
• Timed vs. open ended vs. task-based

Considerations
• Who do you recruit?
– People in the office
– Family/Friends
– Proxies for customers
– Real customers
• What are you testing?
– Time to completion
– Ability to complete tasks
– Understanding of abstract concepts

Personas

Research-based persona process
1. Interviewed 10
interviews with
potential dieters.
2. Isolated
similarities and
differences
between users and
created attribute
scales.
3. Plotted each
subject on the
attribute lines.
4. Developed
personas based
on clusters.
Resource: http://www.uie.com/brainsparks/2007/11/14/crappy-personas-vs-robust-personas/

Personas represent relevant details about real
customers

Research-based persona process
Personas represent key characteristics we know about our customers via
actual research.

Grouping exercises elucidate and prioritize top tasks
Resources: http://www.uie.com/articles/kj_technique/
http://agileproductdesign.com/blog/the_new_backlog.html
Process for
Developing Top
Tasks
• Listed top 4 tasks
for six personas.
• Grouped items
based on affinity
• Labeled groups
• Prioritized by
importance to
personas

Site Personalization Initiative

The Challenge
• Customers did not absorb the large library
of valuable weight loss tips and content
offered on the site, preferring instead to
jump right in and use the tools.
• Compliance dropped significantly after
week 1.
• Previous customer research indicated that
customers have common dieting roadblocks
and pain points that impact their
motivation level and deter their success,
with similar problems along the way.

Our Hypothesis
Providing content and added support
for subscribers tailored to their tenure
could help customers overcome some
of these problems.

• Product Owner
• Strategists
• Information Architects
• Designers
• Content developers/writers
• Front-end developers
• Engineers
• Project Managers
• QA Team
• Customer service representatives
• Other stakeholders
Collaborative team

First step of personalization product map
• Make the user experience
revolve around key tasks
leading to weight loss
success.
• Improve usability
fundamentals in order to
help customers be more
successful
• Make site more relevant to
all user types
Get
Started
Learn
the plan
Track
Food
Track
Weight
Read
content
Find
content
Key site tasks

Primary KPIs
•Increased 1-Week Trial conversions
•Increased subscriber retention
•Tool usage:
•increases among all tenure groups
•increases average weeks for tool usage
•decreases drop off between weeks 1 and 4
•Customer engagement (e.g., increased site
visits and time spent)
•Site usability (as measured from future user
testing)

We did several stages of customer research
• User Interviews
• Ethnography
• Surveys
Prior Customer
Research
Project-related
Exploratory Research
Personalization
Concept Research
• Focus
Groups on
Pain Points
• Individual
Content
Card Sorting
• Assessing
multiple user
interface
approaches

Ethnography identified common pain points
Interviews and observations of real people in
real environments revealed common reasons
for drop-off and a cycle of commitment.

Focus Groups Identified Pain Points
Focus groups clarified and prioritized pain
points for key user groups.

Card Sorting identified content that could help

We mapped user progression on the site

We tailored personas to the project
Identify needs unique to the
project
2
3 Prioritize top tasks to
meet needs
Identify characteristics that
distinguish distinguish personas
1
4 Identify content that supports
top tasks

Visual designers and writers participated in personas

Persona needs & tasks indicated key content

Concept Research tested two distinct concepts
vs

A final version was designed

Personalization outcomes
The outcome:
• Diet related
content
became the
number one
destination on
the site.

Exercise: develop a better
restaurant search App

Exercise: Build a better restaurant finder app
Business objectives:
• Provide more personalized restaurant
recommendations and ratings competing with Yelp
and Google Maps.
• Achieve adoption quickly from a small group of
dedicated users.
Target customers who:
• Eat out frequently
• Live in urban areas
• Are 25-45 years old
• Tend to be technology adopters

Think of your most recent restaurant search.
Write down each task in the process on a
different post-it note
Now organize all your group’s tasks into
chronological order

How do these tasks impact the features we
might include in our product?

Persona 1: Kimberly
Typical scenarios:
• Eats Starbucks oatmeal every morning for breakfast
• Eats out at lunch when her kids are at daycare –she looks up
restaurants on her phone, in her car (on UrbanSpoon)—so she spends
very little time looking.
• Special occasions with her husband
• Family dinners (less frequent)
• Will write a rating/review only if a restaurant is really poor.
Cares most about (in order of importance):
• Cleanliness is primary
• At lunch, proximity to where she is right now (even side of the street)
is paramount.
• She won’t visit a restaurant without multiple reviews and good ratings
• She needs a place that fits her budget (no more than $15)
Biggest complaints about the current searching experience:
• Photos of restaurants are often of the outside but she wants to see
the inside sparkling clean.
• Reviews are not specific enough about cleanliness
• Her pet peeve is dirty and sticky menus or tablecloths.
• 36 years old
• Part-time therapist
• Lives in Houston, Texas
• Mother of 4 children
• Her husband travels
during the week
• Eats out everyday for
lunch and breakfast

Persona 2: Melissa
Typical scenarios:
• Eats out several times a week: for quick lunches or dinner with her
fiancé or friends.
• Often purchases Groupons for restaurants in her area (Googles the
restaurant first--looks at restaurant site and Yelp).
• Likes to try new places in her area.
• Often will ask a friend about a restaurant after finding one.
• Recently looked up “best pizza in Boston.”
• Sometimes will look for a place to visit while she's out and about.
Cares most about (in order of importance):
• Good reviews
• Proximity
• Healthy food options
• At lunch, speed
• Reasonable price
• For dinner, good atmosphere
• Likes familiarity (a place she's heard of)
• Finds the variety of opinions in restaurant reviews overwhelming
• 28 years old
• Therapist
• Lives in Boston, MA
• Single, engaged
• Eats out a couple of
times during the week
and one weekend night
with her boyfriend or
friends

Persona 3: Rohan
Typical scenarios:
• Does a lot of takeout ordering.
• First looks to friends for recommendations or Googles a
restaurant or restaurant search as his first step.
• For a specific restaurant, he looks up Yelp and other reviews.
• Will search for something broad like “San Francisco
restaurants downtown” or a specific cuisine and read through
a lot of reviews to pick a restaurant.
• Writes reviews and ratings
Cares most about:
• Quality of the food, ambience and service
• Favors restaurants he has read about in the New Yorker, etc.
• Price is not such a concern
• Location is not an issue for networking, but other times it is
• He doesn’t like that he has to hop around to so many sites to
find a good restaurant—can take up to 40 minutes.
• Wants results tailor-made to him, or that his friends like.
• The Yelp map option is not good so he goes to Google Maps.
• Technology Executive
• Married with kids
• Travels often for work
internationally
• Often organizes
networking dinners in his
industry

How does what we learned about these
potential customers impact what features
and functionality we might include?

e-mail: jenncoonce@gmail.com
Jenn Coonce Experience Design
•Product Innovation Strategy
•Customer Research
•UX Process Facilitation

What goes into developing a product innovation strategy?

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