CX driven product development
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Transcript of CX driven product development
Feb 2016
Customer Experience Competitive Advantage in New Product Development
Copyright CX NPD Ltd
Product Development can feel like it can tie you up in knots…it must minimise time to market, with simple processes…
Copyright CX NPD Ltd
3 Copyright CX NPD ltd
And developing products in the new Digital World means every business must re-assess its basic beliefs…
Product features are irrelevant. Customer
Experience is key
Loading up products with many features kills speed to
market
Don’t try to build it all yourself. Use suppliers with relevant features as out-of-
the-box functionality.
In the Digital world nobody can predict the next big thing.
Reacting quickly is vital
Agile techniques can dramatically improve speed to market even when applied to
traditional product development approaches
All successful product features will be copied by competitors
Simplicity--the art of maximizing the amount of
work not done--is essential in a digital world
4 Copyright CX NPD ltd
When product features are irrelevant, only customer experience delivers a competitive advantage…
Think
Build
Launch
Improve Customer A good product is delivered in multiple releases
Principles
Customer at the centre
Deliver a valuable product early
Continuous learning
Customer Focus
Speed to Market
Improvements delivered quickly
Competitive advantage through
5 Copyright CX NPD ltd
Use Agile principles and remain customer focussed…
Think
Build
Launch
Improve Customer
Customer at the centre A good product is delivered
in multiple releases
Continuous Learning
Deliver a valuable product early
6 Copyright CX NPD ltd
Use effective decision making…
Think
Build
Launch
Improve Customer
1) Improve the product?
2) Maintain as is?
3) Kill/Stop the product?
Should we
Is there customer problem worth solving?
Is there a Problem / Solution fit?
Should we design it?
Should we build it?
Will it deliver the customer experience?
Are we ready for sale?
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Deliver customer value in multiple releases…
New Customer
Focus on maximising speed to market Focus on a specific customer type Deliver a Minimum Viable Product (MVP)
which validates the product and the customer needs
Emphasis on learning, low cost & low risk
• Test and measure the assumptions and
hypothesis • Use off-the-shelf functionality • Only develop what is absolutely
Release 1 MVP
Release 2 (to Release n)
Learn from the customers, iterate and
improve the Customer Experience
Focus on creating a sustainable product
Grow into additional customer segments
Deliver repeat usage, growth and or stickiness
Optimise the Customer Experience
• Add functionality only if needed • Optimise across all touch points
Release 2-n Product vision
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Apply Agile techniques to improve speed of development, even in traditional environments…
Write requirements as User Stories…Who am I? What do I want? Why do I want it? These get people talking –and allows the development team to work out the best way to meet each requirement.
Don’t put your team through the pain of long, wordy Product Requirement Documents. Banish the tedium…less is definitely more…
Simplify! Don’t be tempted to throw in everything. You know your customers…work out what they really value, validate and deliver only a Minimum Viable Product initially. You’ll deliver faster, and get customer feedback faster…so you’ll know what you need to improve in the next version.
Scrap the silos in your business. Break down those walls… Cross-functional teams and collaboration across functions are where it’s at!
Ditch the formal product development meetings in favor of focused daily stand-ups. What did you do yesterday? What are you going to do today? And what’s holding you up?
9 Copyright CX NPD ltd
Think what building blocks to use & maximise things not done…
Concept Capture Customer
Experience Design Build Test Launch Assess
Problem/Solution Fit
Customer Segment
Draft Unique Value Proposition
Initial Financial Assumptions
Strategic Rationale & Objectives
Market and Customer Research
Unique Value Proposition
Customer Journey
Customer Touchpoints
Outline Revenue Potential
Business Architecture
Technical Solution
Operating Model
UX & UI Validation
Service Levels
Reporting
Business Model and Pricing
Business Case
Product Delivery Platforms
Billing Platform
Operational Model Support Systems
Legal & Regulatory
Security, Business Risk & Fraud
Product / Device
Proof of Concept Tests
Solution Tests
Operational Readiness Tests
Service Readiness Tests
Customer Experience Tests
Operational Ready for Service Check
Marcomms & Demand Generation
Channel, Sales & Distribution
Sales Collateral & Toolkit
Incentives and Commissions
Customer Support
Training
Ready for Sale Check
Customer Feedback
Performance Reporting
Draft Product/Market fit
CE & Concept Validation
Product Market / Fit
However never compromise on delivering a great customer experience!
Innovation
Research
Analysis
Synthesis
Idea Screen & Capture
Concept Validation
Lifecycle Management
10 Copyright CX NPD ltd
Apply effective governance through clear decision gates and cross functional prioritisation…
Business Plan & Strategy
Product Portfolio Management Resource Management
Gating and Governance
Concept Capture
Customer Experience Design Build Test Launch Assess
Tasks & Activities
Documentation
Project Management
Systems
Pro
cess
Man
agem
ent
Sup
po
rt
Bu
sin
ess
Man
agem
ent
Create a line-of-sight from business strategy to execution. Stop the barnacle NPD projects!
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A Customer Experience driven NPD process delivers significant benefits for every business
Customer experience at the heart of product
development
01
02 03
05 04
06
Products are based on deep insights and continuous
learning
Competitive advantage obtained through simplicity
and speed
Drives the business plan, goals and
strategic initiatives into tangible
launched products
Agile and responsive methodology with
extensive cross-functional problem-
solving
Provide clear guidance for businesses
transitioning into the digital space
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More on the Customer Experience NPD methodology….
The CX New Product Development methodology places Customer Experience at the heart of your product development. It embeds CX focus deep into each development phase ensuring that your processes and organisation deliver a great customer experience at every customer touch point.
The method integrates the latest product development techniques such as concept canvas, product market fit, lean development and other agile techniques in a pragmatic product development process.
The methodology provides: • A process based on deep customer insight and continuous learning; • Clear guidance at every stage of product development; • An agile and responsive approach with extensive cross-functional problem-solving; • A clear translation of the company business plan into a winning product portfolio.
The CX NPD methodology will enable your business to gain competitive advantage through placing Customer Experience at the heart of your product development.
Please visit www.cxnpd.com