emily hossellman-lunch & learn presentation november 4, 2016

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Getting Customer ValidationOf Your Product Before Release

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Meet the Speaker

Emily HossellmanDirector of Marketing @ Centercodeemily@centercode.com@ehossellmanlinkedin.com/in/emilyhossellman

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Who is Centercode?

Services Run hundreds of fully managed beta tests and programs

Software Built a complete beta program management platform

Testers Grown a community of 150k+ deeply profiled testers

Content Created a library of free tools and best practices

Agenda

1. The importance of customer validation

2. Running a beta test

a. Planningb. Recruitingc. Managingd. Closing

3. Leveraging the data post-beta

4. Optimizing your beta program

5. Q&A4

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Role of Customer Validation

The Role of Customer Validation

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I've built an amazing product.

I'm so excited to launch it.

...But will people like it?

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Beta Testing =Customer Validation

Real, targeted customers using your product in real environments

Increases quality, improves user experience, validates performance

Other names: CAT, UAT, FUT, Customer Evaluation, Field Trials, Pre-Release

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Do I Need to Run a Beta Test?

Short answer: Yes

● Any product with an end user needs customer validation

● All product types: B2B, B2C, software, hardware, mobile, new, revision

● Much less expensive and risky to fix issues before launch than after

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What Beta Brings to the Table

1. Introduces you to your target audience

2. Facilitates a real, meaningful conversation

3. Gives you the opportunity to really listen

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The Impact of Beta

Development

Product Management

Development/QA

Usability

Product Management

Support

Marketing

Sales

Beta impacts every part of your product:

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What You Can Achieve During Beta

Not just technical check → Customer validation

● Sanity check / Will they use it

● Out-of-box experience

● Test for interoperability/compatibility

● Prepping support processes

● Marketing insights

● Diversity - more eyeballs, more environments, more use cases

How To Do It Right

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PeopleA qualified and capable team --

in the right place at the right time.

PlatformA flexible, secure,

beta-focused tool set

ProcessesWell-planned, robust, adaptable processes

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Running Your Beta

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The Process

Planning

Recruiting

Shipping/Distribution

Managing

Closing

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Planning

1. Identify your stakeholders

2. Set (some) objectives

3. Determine your tester breakdown

4. Plan out your schedule

5. Outline your workflows/processes

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Recruiting

1. Create a qualification process

2. Craft a compelling message

3. Build a community of potential testers

4. Review applications

5. Select a balanced tester team

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Shipping/Distribution

1. Create a process for shipping/distribution

2. Keep records

3. Complete the new user experience

4. Plan for failed units/downloads

5. Keep your testers in the loop

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Managing

1. Collect the right feedback

a. Collect a variety of feedback

b. Check alignment from the beginning

c. Get the right details

d. Mimic real world feedback

2. Create a great testing experience

a. Support your testers

b. Build a feedback loop

3. Triage feedback on the backend

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Closing

1. Get final feedback

2. Distribute incentives

a. Decide whether testers get to keep it

b. Hold onto rewards until the test is over

c. Say "thank you!"

3. Manage the data

d. Clean and organize the data

e. Pull out & highlight interesting insights

f. Get prioritized data to your stakeholders

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Leveraging the Data

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Improve Quality

● Prioritize your bugs using scoring

● Attach test platforms

● Use the data to justify changes

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Prepare Support

● Improve documentation based on hurdles testers faced

● Prepare for known issues

● Build in more customer feedback mechanisms

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Fuel Marketing & PR

● Build a trove of user generated content (quotes, videos, testimonials)

● Find what testers loved about your product

● Use data to back up marketing claims

● Find new use cases

● Identify/cultivate evangelists

● Leverage your commitment to customer feedback

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Optimizing Your Betas

Optimizing Your Beta Program

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● Dedicate the Resources

● Design Quality Feedback Mechanisms

● Improve Feedback Workflow

● Increase Beta Participation

● Invest in Beta Management Tools

People

PlatformProcesses

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Final Thoughts

● Beta testing is your chance to get true customer validation

● Plan out your priorities and stakeholders

● Set up your test well and the feedback will come naturally

● Trends will emerge, look for alignment

● Listen to the feedback

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Q&A

Emily Hossellman

Director of Marketing @ Centercode

emily@centercode.com

@ehossellman

linkedin.com/in/emilyhossellman

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Thank You!