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Why Do Products Fail? DIT Aungier Street, Dublin 21 Mar 2013, 18h.30

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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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Page 1: 20130322.why do products fail   isa

Why Do Products Fail?

DIT Aungier Street, Dublin21 Mar 2013, 18h.30

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Being Wrong

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Your product recently launched……to an underwhelming lack of success.

You’re askedthe question…

…Why Did it Fail?

Understand the Past

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Learning is Good

But by the time your product has failed…

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Imagine that your product recently launched……to an underwhelming lack of success.

You’re askedthe question…

…Why Did it Fail?

Remember the Future

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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

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Co-Opting Root Cause Analysis

By understanding the reasons a product mighthave failed before it fails, we can work toprevent them

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Focusing on One of Six Main Areas

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Winnowing Scope Even Further

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Tonight We’ll Look Outside-In

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Several Ways to Fail to Help Users

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Diving Into Five Reasons Why

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Does Not Target the Right Users

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Start by Identifying Possible Users

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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

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Form a Rationale for User Importance

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Does Not Focus on Important Goals

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Does Not Focus on Important Goals

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Insufficiently Addresses User Needs

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Insufficiently Addresses User Needs

How long can I use myphone withoutrecharging?

How much do I spend onfuel for my car, for mydriving habits?

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Does Not Account for Experience

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Does Not Account for Experience

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Does Not Account for Experience

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Does Not Incorporate Context

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Does Not Incorporate Context

Does not take intoaccount that user goalsvary as context of usechanges

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Thank You!

Any Questions?

Scott Sehlhorst

Agile since 2001Started Tyner Blain in 2005

Helping CompaniesBuild The Right Thing, Right26

https://twitter.com/sehlhorst

http://go.tynerblain.com/sehlhorst

http://tynerblain.com/blog

http://www.slideshare.net/ssehlhorst

https://plus.google.com/110352820346292209511

Twitter

About Me

Blog

Slideshare

Google +

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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