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Working Backwards

Published on Nov 18, 2015

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PRESENTATION OUTLINE

WORKING BACKWARDS

AMAZON'S APPROACH TO PRODUCT DEFINITION

Great products are rarely serendipitous

Photo by Great Beyond

They require forethought and planning

Photo by Werner Kunz

MARKET-DRIVEN

  • Where's the white space?
  • What does the competition have?
  • What do analysts think?
  • What's hot?
Photo by marcp_dmoz

FEATURE-DRIVEN

  • Wouldn't it be cool if we had...
  • I've always wanted to build a...
  • We need a reason for people to upgrade
Photo by kiewic

CUSTOMER DRIVEN

  • Who is my customer?
  • What do they need?
  • Why do they need it?
Photo by Keoki Seu

TRADITIONAL PRODUCT DEFINITION PROCESS

  • PRD/MRD
  • Designs/Mockups
  • Tech Specs/Development
  • Test/Documentation
  • Launch/Marketing Docs
Photo by eriwst

start with your customer and work your way backwards until you get to the minimum set of technology requirements to satisfy what you want to achieve. The goal is to drive simplicity through a continuous, explicit customer focus.

LAUNCH DOCS FIRST

PRESS RELEASE, CUSTOMER FAQ
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PRESS RELEASE

  • Who (target customer)?
  • What (problem does it solve)?
  • Why (should they care)?
  • Key features and benefits
  • Crisp, concise

FAQ

  • Questions raised by the press release
  • Next level of detail
  • Questions a customer would ask
  • Helps clarify thought and simplify product
Photo by Stéfan

WORK BACK TO IMPLEMENTATION

MOCKUPS/DESIGN | USER MANUAL
Photo by Foenix

CUSTOMER EXPERIENCE

  • Mockups (if there's a UI)
  • Use cases (if web service)
  • User stories
Photo by echtpraktisch

USER MANUAL

  • Detailed use cases
  • How will customer use product
  • Think help documentation