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Presentation for Irish Software Association at Dublin Institute of Technology (DIT) on some of the reasons that products fail. 22 March 2013
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Why Do Products Fail?
DIT Aungier Street, Dublin21 Mar 2013, 18h.30
Being Wrong
Your product recently launched……to an underwhelming lack of success.
You’re askedthe question…
…Why Did it Fail?
Understand the Past
Learning is Good
But by the time your product has failed…
Imagine that your product recently launched……to an underwhelming lack of success.
You’re askedthe question…
…Why Did it Fail?
Remember the Future
Scott Sehlhorst
Product management & strategy consultant
8 Years electromechanical design engineering
IBM, Texas Instruments, Eaton
8 Years software development & requirements
> 20 clients in Telecom, Computer HW, Heavy Eq., Consumer Durables
8 Years product management & strategy consulting
>20 clients in B2B, B2C, B2B2C, ecommerce, global, mobile
6
Agile since 2001Started Tyner Blain in 2005
Helping companiesBuild the right thing, right
Co-Opting Root Cause Analysis
By understanding the reasons a product mighthave failed before it fails, we can work toprevent them
Focusing on One of Six Main Areas
Winnowing Scope Even Further
Tonight We’ll Look Outside-In
Several Ways to Fail to Help Users
Diving Into Five Reasons Why
Does Not Target the Right Users
Start by Identifying Possible Users
Understand Your User’s Ecosystem
Your notion of “importance”may change
Your perspective will change– users “do stuff”annoyingly crossing your(arbitrary) product boundaries
Maybe you’re targeting thewrong users
Form a Rationale for User Importance
Does Not Focus on Important Goals
Does Not Focus on Important Goals
Insufficiently Addresses User Needs
Insufficiently Addresses User Needs
How long can I use myphone withoutrecharging?
How much do I spend onfuel for my car, for mydriving habits?
Does Not Account for Experience
Does Not Account for Experience
Does Not Account for Experience
Does Not Incorporate Context
Does Not Incorporate Context
Does not take intoaccount that user goalsvary as context of usechanges
Thank You!
Any Questions?
Scott Sehlhorst
Agile since 2001Started Tyner Blain in 2005
Helping CompaniesBuild The Right Thing, Right26
https://twitter.com/sehlhorst
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About Me
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ReferencesThere are a ton of references within each of these articles:
http://tynerblain.com/blog/2012/02/08/why-do-products-fail/http://tynerblain.com/blog/2012/07/17/why-do-products-fail-2/http://tynerblain.com/blog/2012/07/31/why-do-products-fail-picking-the-wrong-users/http://tynerblain.com/blog/2012/08/14/why-do-products-fail-picking-the-wrong-goals/http://tynerblain.com/blog/2012/09/11/why-do-products-fail-incomplete-solutions/http://tynerblain.com/blog/2012/09/25/why-do-products-fail-ignoring-learning-curves/http://tynerblain.com/blog/2012/10/17/why-do-products-fail-ignoring-context/
Great stuff that influences mehttp://precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/http://www.uie.com/articles/experience_map/http://www.ted.com/talks/kathryn_schulz_on_being_wrong.html
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