Developing a Product Hypothesis and User Personas

Customer Journey Mapping

• Look at the general idea and opportunity – what is the problem we are trying to solve and for whom
  • Problem Statement
• Problem sizing
• General Proposed Product Description
• Available Alternatives
• Our Capabilities
• What is the customer’s current Journey – Process Flow
  • What is the desired customer journey
• Target Customer (Customer Persona)

Conduct User Interviews

• Ask open ended questions around the problem we are trying to solve
• Articulate user personas

Product Vision and Goals

• Identify Target Customer
• Potential Solutions
  • Simplicity
  • Clarity – clearly understand the product.
  • Elegance – evoke positive emotions
• Chosen Solution
  • Visual prototype
• Formulate Product Strategy Sentence: “My product helps older adults who lack technical experience with mobile devices and app technology to have an ability to make video calls using extremely simple and intuitive UI on a mobile device with a prebuilt internet connection.”
• Decide How will the product be discovered / distributed / sold
• How will the product value be derived by the customers
• How will the revenue be generated
  • Draw a diagram

Product

Value Proposition

What is the fundamental value you bring to customers? Why is it better than the alternatives?

Customers

Customer Relationships

How can you group your customers into different segments, or personas?

Customer Segments

Which customer segments will you focus on and how does your approach differ, if at all, across segments?

How are you thinking about the different categories of customers in the market so you can put together a succinct strategy?

Team

What unique capabilities or resources do you need (i.e. people, expertise, data, intellectual property)?

OKRs

OKR: Achieve 50+ NPS

KR: Perform functional end-to-end testing on both platforms on the weekly bases on both platforms to identify any issues related to increased utilization.

KR: Address any P0 bugs impacting customers video call experience within 48 hours.

KR: Respond to customers complaints via email within 24 hours.

KR: Update documentation based on frequently asked questions within 24 hrs.

OKR: Achieve 1000+ paid customers in the first 3 months after launch.

KR: Complete Social Media Marketing Campaign

KR: Complete site SEO audit to increase the number of site visitors by 50%

KR: Release user referral incentive program.

KR: Release Youtube howto video the shows (demon) key features of the app.

OKR: Increase user engagement with the app

KR: Increase the average amount of time a user spends on the app by 20+ %

Product Roadmapping

• Define factors to factor in – the things that will affect the roadmap – potential challenges – things that are important to our target users that we should take into consideration
• Mapping Projects to our OKRs

Projects (details provided below the table)	Engineering Level of Effort: Large – L (30 points)Medium – M (20 points)Small – S (10 points )	Cost $ (not including internal staff resource cost)	Drive NPS Improvement (customer experience CX, product experience PX)	Meet Active User Growth and Revenue Targets	Improved App Engagement	Security Hardening	Improved User Feedback collection	Accessibility Enhancement
Social Media Marketing Program	S	High	Medium Impact	High Impact	Low Impact	n/a	Low Impact	n/a
SEO Improvement Project (including content creation)	S	High	Medium Impact	High Impact	Medium Impact	n/a	Medium Impact	n/a
Build Security Hardening Functionality (Multi-Factor Authentication / Encryption)	M	Medium	Medium impact	Medium impact	n/a	High	n/a	n/a
Build Accessibility Features and Functionality	L	Medium	High impact	High impact	High	n/a	Medium	High
Build iOS and Android Support	L	n/a	Small impact	High impact	n/a	n/a	n/a	n/a
Add features and functionality to promote engagement via companion app portal enables sharing social media and other music / video content sharing)	L	n/a	High Impact	High Impact	High Impact	n/a	n/a	n/a

• Objective Prioritization
• Project Prioritization broken down by Quarter

OBJECTIVES	Q1	Q2	Q3	Q4
Growth: Grow the user base	Build Android version of the appSocial Media Marketing ProgramSEO Improvement Project (including content creation)	Social Media Marketing ProgramSEO Improvement Project (including content creation)	Build Security Hardening Functionality (Multi-Factor Authentication / Encryption)	Build Security Hardening Functionality (Multi-Factor Authentication / Encryption)
Improve product experience and engagement (increase NPS)	Build Accessibility Features and Functionality	Add features and functionality to promote engagement via companion (app portal enables sharing social media and other music / video content sharing)	Add features and functionality to promote engagement via companion (app portal enables sharing social media and other music / video content sharing)	Add features and functionality to promote engagement via companion (app portal enables sharing social media and other music / video content sharing)
Improve Security	Build Security Hardening Functionality (Multi-Factor Authentication / Encryption)	Build Security Hardening Functionality (Multi-Factor Authentication / Encryption)	Build Security Hardening Functionality (Multi-Factor Authentication / Encryption)	Build Security Hardening Functionality (Multi-Factor Authentication / Encryption)
Improve Supportability				Build the functionality that allow remote administration and management of the app

Understand Assumption and Risks

Create PRD (product requirements document)

• A product brief is a short written document, typically 1-10 pages, that describes a customer, a market opportunity, and a proposed solution for addressing that market opportunity. It includes notes about what it will take to succeed and where the key risks are. It is not a full product design but is a rough map of how you plan to get there.
  • When should you write a product brief?
    • In the earliest phases of building a new product.
    • When you build a major feature for an existing product.
    • When you take an existing product and adjust it for a new customer segment.
  • Who is the customer
  • What is the problem
  • How will be problem be solved – the overview of the actual solution
    • may need to include some basic rules
    • what does success look like
    • what is the failure scenario → key risks and their mitigation
    • key metrics
• Create MVP
  • Least possible resources and time – provides value to the customer.