Transcription

1 May 28, 2015

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13 Terumo Heart Make it matter to surgeons and heart failure specialists.

14 Original brochure

15 Concepts

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17 SPYDER)TRAP)VISION)FOR)GROWTH) 2015) Fortune to Startup Waterfall vs. Agile 20

18 Agenda 1. Exploring Product Success 2. Waterfall Approach Definition When to use it? Process 3. Agile Approach Definition When to use it? Real-time collaboration Collaboration tools 4. Interesting Findings

19 What makes a product successful?

20 What Makes a Product Successful? TIMING Need, market conditions, technology, consumer behavior, organizational priorities (B2B). FACEBOOK As long as you copy Facebook your product will certainly succeed. They seem to have the right formula right? FIT A NEED VS. Want Upfront research should indicate what the marketplace is lacking. Fit with competitive differentiation is even more powerful.

21 What Makes a Product Successful? RESULTS Can you support your product with proven results (KPI s, testimonials or third party study)? AWARENESS Does your product reach the target audience when, where and how they want to be reached? Are you speaking to the individual and masses? FEATURES Having the right feature set will ensure you have a successful product.

22 What Makes a Product Successful? DISTRIBUTION How will you get your product into your users hands (B2B, B2C)? USER AT THE CENTER Did you develop the product with the end consumer in mind? MASLOW S HIERARCHY OF NEEDS How many boxes can you check? (Self-actualization, Esteem, Love/belonging, Safety, Physiological)

23 But it doesn t end there

24 What Makes a Product Successful? Focus on what matters: 1. Salience 2. Communication 3. Attraction 4. Point of purchase 5. Endurance

25 How do we get there?

26 Waterfall Approach

27 Waterfall Approach DEFINITINON: The waterfall model is a sequential design process, used in software development processes, in which progress is seen as flowing steadily downwards (like a waterfall) through the phases of conception, initiation, analysis, design, construction, testing, production/implementation and maintenance. - Wikipedia

28 Waterfall Approach Process When/who should use Waterfall? 1. Pre-established timeline 2. Process driven organization 3. Appropriate team in place

29 Waterfall Approach Process

30 Waterfall Approach Process Discov er 1. Listen & fully understand goals of business. 2. Stakeholder interviews & assessment of current strategy Interviews and analysis may be provided by client and supplemented to include digital needs feedback. 3. Digital competitive analysis - Goal is to gain a better understanding of the competitiveness of a prototype (Or digital capability) in order to better position brand, features and functionality. 4. Digital content audit Audit focused on optimizing content to achieve results related to the above objectives. 5. Heuristic and analytical reviews of current digital activities This includes an audit of what has worked/hasn't worked for the client in the digital and traditional space. 6. Full understanding of the target audience Who is the audience, what do they want to hear/see and where do we target those groups/individuals? 7. Uncover opportunities to interact with the brand online Where, when and

31 Waterfall Approach Process Strateg y 1. User personas & use scenarios 2. Customer journey mapping 3. Define future digital state, messaging and brand positioning Based on the discovery phase, we can now begin to develop the strategic solutions to any uncovered pain points 4. Feature prioritization & product roadmaps 5. Develop timelines, resource needs & work streams required for a successful project 6. Content strategy 7. Content recommendations

32 Waterfall Approach Process Create & Iterate 1. Creative concepts developed to support overall strategy 2. Development & quality assurance 3. Prototypes & testing of ideas 4. Journey map 5. Results are polished ideas based on detailed understanding of the customers and designed to make an impact

33 Waterfall Approach Process Measur e 1. Key performance indicators and metrics in place Bounce rate, time on site, downloads, conversion rate. 2. Website, social media monitor and campaign testing A secondary analysis of how the market is responding to the launch of a prototype or product. 3. Prototype testing reports provided with detailed analysis Analysis commentary identifying areas of weakness or opportunity. 4. Evaluate project, identify opportunities, adjust the product and strategy accordingly.

34 Waterfall Approach Process Evolve 1. Identify strengths & weaknesses Based on conclusions drawn by the feedback of the test group, we can begin to make recommendations towards the next iteration of the prototype. 2. Multivariate analysis & test-and-learn methodologies Testing scenarios allow for opportunities to test several components at once, e.g., brand, design, content, features, etc. 3. Identify new drivers & triggers for conversion. 4. Iterate to lower churn Prototype may be geared towards a specific end goal which may included reducing customer churn and increasing loyalty. 5. Enhance prototype performance Definition depends on user feedback. May include design, features or functionality adjustments. 6. Build & strengthen prototype delivery channels Work to optimize the delivery channels. 7. Improve ROI & show how digital drives business over time ROI may not be relevant to all projects.

35 Agile Approach

36 Agile Approach DEFINITINON: Agile software development is a group of software development methods in which requirements and solutions evolve through collaboration between self-organizing, cross-functional teams. It promotes adaptive planning, evolutionary development, early delivery, continuous improvement, and encourages rapid and flexible response to change. - Wikipedia

37 Agile Approach Process When/who should use Agile? 1. Startups 2. Deadlines are driven by progress 3. Appropriate tools are in place

38 Agile Approach Whiteboard Real-time Collaboration - Virtual meetings via Skype - Design scrums with clients - Immediate feedback

39 Agile Approach Prototyping Tools Collaborative Prototyping Tools - Comments - Versioning control - Screen flows (Clickable prototypes) - User groups - Share functionality

40 Agile Approach Other Prototyping Tools - Sitemapping tool - Wireframe prototyping - Design testing

41 World mhealth Statistics

42 Adoption of mhealth Initiatives SECOND GLOBAL E-HEALTH SURVEY

43 Barriers to mhealth Implementation SECOND GLOBAL E-HEALTH SURVEY