Step 7: High-Level Product Specification

Creating a High-Level Product Specification Make a Brochure Workshop Outline Overview Creating a High-Level Product Specification Make a Brochure Workshop December 9, 2018

Create a visual representation of your product Focus on benefits Overview This step- Create a visual representation of your product Focus on benefits Not just features or functionality December 9, 2018

Already at step 7, just NOW beginning to outline product… Thus far: Overview Already at step 7, just NOW beginning to outline product… Thus far: Tightly defined customer What they need How they will use what you want to sell them Actual details of product are fuzzy Starts to change NOW December 9, 2018

Start by creating a general definition of your product Overview Start by creating a general definition of your product Will continue to learn more and refine over remaining steps December 9, 2018

Old-schoolers may argue that this is too late.. Overview Old-schoolers may argue that this is too late.. But if you start with defining the product rather than learning about customer => Product will likely NOT connect with customer’s needs Will not be able to dominate beachhead market December 9, 2018

Even if you know what your product should be Overview Even if you know what your product should be Always start with customer needs Then work your way back to product design Idea: tailor product to specific beachhead market So you can capture 100% of market (Rather than trying to force your product onto a market) December 9, 2018

Creating a High-Level Product Specification Make a Brochure Workshop Outline Overview Creating a High-Level Product Specification Make a Brochure Workshop December 9, 2018

Creating a High-Level Product Spec At its core, it’s a drawing Visual representation of what product will be Based on what you know NOW You can draw without knowing all underlying details Gain consensus from team on direction Remember, picture = 1000 words Forces team to agree on things Sounds easy, but isn’t December 9, 2018

Creating a High-Level Product Spec Software: Paper prototypes Storyboards Mockups (e.g., MyBalsamiq) … Hardware: Diagrams GOAL: have something concrete and specific for team to understand and agree on December 9, 2018

Creating a High-Level Product Spec Your team will refine through interactions with target customer All have common understanding of what product is At this stage, prototype does NOT have to be implemented Resist the urge to code!! Keep it high level No need to focus on particulars Don’t get bogged down on details, yet December 9, 2018

Creating a High-Level Product Spec Can share visual representations with potential customers Get immediate and unambiguous understanding of product Remember: you are not selling the product Merely interacting with customers to better understand pros and cons of product spec Still have a TON to learn before you have the RIGHT product How to make How to price How to distribute December 9, 2018

Creating a High-Level Product Spec Your product spec will change over time Do not get attached Listen to feedback! Iterative process December 9, 2018

Creating a High-Level Product Specification Make a Brochure Workshop Outline Overview Creating a High-Level Product Specification Make a Brochure Workshop December 9, 2018

Way to further strengthen process Describe various features of product Make a Brochure Way to further strengthen process Describe various features of product Explain how features translate to function Describe benefits your customer will gain Brochure answers question: Why does your target customer need your product? December 9, 2018

Target brochure towards your Persona Make a Brochure Target brochure towards your Persona Draw upon work from Persona and Full Life Cycle Use Case See things from Persona’s point of view Validate ideas, learn if you’re on the right track December 9, 2018

Make a brochure instead When entrepreneurs make lists of features, they become too inwardly focused Make a brochure instead Show Persona, get feedback, edit brochure, repeat.. December 9, 2018

Creating a High-Level Product Specification Make a Brochure Workshop Outline Overview Creating a High-Level Product Specification Make a Brochure Workshop December 9, 2018

Finally! We can start talking about product! Why’d we wait so long? Workshop Finally! We can start talking about product! Why’d we wait so long? Need to be in inquiry mode Not advocacy mode Inquire mode => increases odds that you will design a product your target customer loves December 9, 2018

WORKSHEET #1: Visual Representation of Product Keep in mind: Workshop WORKSHEET #1: Visual Representation of Product Keep in mind: Visual => paper prototypes, mockups Focus on benefits => not features or technology High-level => don’t worry about details Hits the spot => resonates w/ Persona Flexible => iterate w/ Persona and edit December 9, 2018

WORKSHEET #2: Product Alignment w/ Persona Workshop WORKSHEET #2: Product Alignment w/ Persona Does spec / brochure align with Persona’s priorities? Are you ready to review w/ Persona? What feedback does Persona provide? How will you revise? REMEMBER: it’s NOT the Persona’s job to design your product But give you feedback about usefulness of benefits December 9, 2018