creating a product that sells (product.bp budapest product meetup @prezi house of ideas)
TRANSCRIPT
!3
What is the problem?
‣ Functions & Features sell - The Engineer
‣ Design sells - The UI expert
‣ Marketing sells - S&M
‣ We can base our decisions on user feedback
It depends on who you ask
AbilityMatrixperception is reality™
!4
The Story of @Sonar
‣ Raised 2 million
‣ Featured in 300+ publications
‣ Lessons learned • We can’t base our decisions on user feedback • Listening to users: false negatives • Listening to users: false positives
AbilityMatrixperception is reality™
Or how should we?How Do We Decide?
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Rational Irrational
Rationality is the quality or state of being reasonable, based on facts or reason rather than emotions or
feelings.
Irrationality is not thinking clearly : not able to use
reason or good judgment
AbilityMatrixperception is reality™
!8
In a typical car buyer situationSet of Emotions or Perceived Qualities
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Reliable
Practical Enjoyable
Economical Comfortable Safe
Beautiful
The New Market Segmentation ModelEmotional or Quality Based Segmentation
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Reliable Safe
Economical
Enjoyable
Comfortable
BeautifulPractical
Economical
Practical
Economical
Reliable
Customer One Customer Two Customer n
Each segment correlates with a perceived qualityTechnology Adoption Curve
!10Innovators Early Adopters Early Majority Late Majority Laggards
The C
hasmEarly Market
Crossing the Chasm
Mainstream Market
Late Market
Using perceived qualitiesSample Segmentation
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5%12%
45%
18
20
SafeEconomicalReliablePracticalEnjoyable
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The Data
‣ Over 2k user reviews
‣ 15 different sites
‣ Only 4 key qualities • Simplicity • Control • Sorry…
AbilityMatrixperception is reality™
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Understanding Your User
‣ Cut the crap - explicit feelings and impressions • Fact based • Very long and extremely short
‣ Use psycho and go deeper • Top of mind • Indirect information
AbilityMatrixperception is reality™
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Examples
Allows me to control the temperature from anywhere
I can turn it on even if I am lying in my bed
It turns on and off exactly when I want
I just stop by to look at it
AbilityMatrixperception is reality™
AbilityMatrix Innovation Cycle
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Functions, features, services
1
2
3
Abilities (positive and negative)
Emotions & Perceived Qualities
AbilityMatrix Method
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Functions, features, services
Abilities (positive and negative)
Emotions & Perceived Qualities
AbilityMatrix Method
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Abilities &Emotions
Location (besides a
well)
Owner’s experience
Non-allergic chef
Tropical environment
SafetyAuthorities
check water quality daily
Owner’s credo
Special food tester device
provided
FreshnessWe use fount
water for cooking
Local ingredients
Prestige Celebrities Michelin StarsBackyard
garden of the restaurant
Food Allergic Restaurant example
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What is the Killer Feature? Understand the perception of the use case Develop only the functions that create this feeling Create a UI experience that correlates to this feeling Create a message that uses these functions to convey the feeling
AbilityMatrixperception is reality™
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Akos Tolnai Innovation Dragon@abilitymatrixWe are hiring ([email protected])
AbilityMatrixperception is reality™