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20130322.why do products fail isa

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Presentation for Irish Software Association at Dublin Institute of Technology (DIT) on some of the reasons that products fail. 22 March 2013

Publié dans : Business

20130322.why do products fail isa

  1. 1. Why Do Products Fail? DIT Aungier Street, Dublin 21 Mar 2013, 18h.30
  2. 2. Being Wrong
  3. 3. Understand the PastYour product recently launched… …to an underwhelming lack of success.You’re askedthe question……Why Did it Fail?
  4. 4. Learning is GoodBut by the time your product has failed…
  5. 5. Remember the FutureImagine that your product recently launched… …to an underwhelming lack of success.You’re askedthe question……Why Did it Fail?
  6. 6. Scott SehlhorstProduct management & strategy consultant 8 Years electromechanical design engineering IBM, Texas Instruments, Eaton 8 Years software development & requirements > 20 clients in Telecom, Computer HW, Heavy Eq., Consumer Durables 8 Years product management & strategy consulting >20 clients in B2B, B2C, B2B2C, ecommerce, global, mobile Agile since 2001 Started Tyner Blain in 2005 Helping companies Build the right thing, right 6
  7. 7. Co-Opting Root Cause AnalysisBy understanding the reasons a product mighthave failed before it fails, we can work toprevent them
  8. 8. Focusing on One of Six Main Areas
  9. 9. Winnowing Scope Even Further
  10. 10. Tonight We’ll Look Outside-In
  11. 11. Several Ways to Fail to Help Users
  12. 12. Diving Into Five Reasons Why
  13. 13. Does Not Target the Right Users
  14. 14. Start by Identifying Possible Users
  15. 15. Understand Your User’s EcosystemYour notion of “importance”may changeYour perspective will change– users “do stuff”annoyingly crossing your(arbitrary) product boundariesMaybe you’re targeting thewrong users
  16. 16. Form a Rationale for User Importance
  17. 17. Does Not Focus on Important Goals
  18. 18. Does Not Focus on Important Goals
  19. 19. Insufficiently Addresses User Needs
  20. 20. Insufficiently Addresses User NeedsHow long can I use myphone withoutrecharging?How much do I spend onfuel for my car, for mydriving habits?
  21. 21. Does Not Account for Experience
  22. 22. Does Not Account for Experience
  23. 23. Does Not Account for Experience
  24. 24. Does Not Incorporate Context
  25. 25. Does Not Incorporate ContextDoes not take intoaccount that user goalsvary as context of usechanges
  26. 26. Thank You!Any Questions? Scott Sehlhorst https://twitter.com/sehlhorst Twitter http://go.tynerblain.com/sehlhorst About Me http://tynerblain.com/blog Blog http://www.slideshare.net/ssehlhorst Slideshare https://plus.google.com/110352820346292209511 Google + Agile since 2001 Started Tyner Blain in 2005 Helping Companies Build The Right Thing, Right 26
  27. 27. ReferencesThere are a ton of references within each of these articles: http://tynerblain.com/blog/2012/02/08/why-do-products-fail/ http://tynerblain.com/blog/2012/07/17/why-do-products-fail-2/ http://tynerblain.com/blog/2012/07/31/why-do-products-fail-picking-the-wrong-users/ http://tynerblain.com/blog/2012/08/14/why-do-products-fail-picking-the-wrong-goals/ http://tynerblain.com/blog/2012/09/11/why-do-products-fail-incomplete-solutions/ http://tynerblain.com/blog/2012/09/25/why-do-products-fail-ignoring-learning-curves/ http://tynerblain.com/blog/2012/10/17/why-do-products-fail-ignoring-context/Great stuff that influences me http://precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/ http://www.uie.com/articles/experience_map/ http://www.ted.com/talks/kathryn_schulz_on_being_wrong.html