In the digital world, any successful product feature will be copied swiftly by competitors. The only way to maintain a competitive advantage is through the customer experience you provide.

1. Feb 2016
Customer Experience
Competitive Advantage in New Product Development
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2. Product Development can feel like it can tie you up in knots…it must
minimise time to market, with simple processes…
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3. 3
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And developing products in the new Digital World means every
business must re-assess its basic beliefs…
Product features are
irrelevant. Customer
Experience is key
Loading up products with
many features kills speed to
market
Don’t try to build it all
yourself. Use suppliers with
relevant features as out-of-
the-box functionality.
In the Digital world nobody
can predict the next big thing.
Reacting quickly is vital
Agile techniques can
dramatically improve speed to
market even when applied to
traditional product
development approaches
All successful product features
will be copied by competitors
Simplicity--the art of
maximizing the amount of
work not done--is essential in
a digital world

4. 4
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When product features are irrelevant, only customer experience
delivers a competitive advantage…
Think
Build
Launch
Improve Customer
A good product is delivered in
multiple releases
Principles
Customer at the centre
Deliver a valuable product early
Continuous learning
Customer Focus
Speed to Market
Improvements delivered quickly
Competitive advantage through

5. 5
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Use Agile principles and remain customer focussed…
Think
Build
Launch
Improve Customer
Customer at the centre
A good product is delivered
in multiple releases
Continuous Learning
Deliver a valuable
product early

6. 6
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Use effective decision making…
Think
Build
Launch
Improve Customer
1) Improve the product?
2) Maintain as is?
3) Kill/Stop the product?
Should we
Is there customer problem
worth solving?
Is there a Problem / Solution fit?
Should we design it?
Should we build it?
Will it deliver
the customer experience?
Are we ready for sale?

7. 7
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Deliver customer value in multiple releases…
New Customer
 Focus on maximising speed to market
 Focus on a specific customer type
 Deliver a Minimum Viable Product (MVP)
which validates the product and the customer
needs
 Emphasis on learning, low cost & low risk
• Test and measure the assumptions and
hypothesis
• Use off-the-shelf functionality
• Only develop what is absolutely
Release 1 MVP
Release 2 (to Release n)
 Learn from the customers, iterate and
improve the Customer Experience
 Focus on creating a sustainable product
 Grow into additional customer segments
 Deliver repeat usage, growth and or stickiness
 Optimise the Customer Experience
• Add functionality only if needed
• Optimise across all touch points
Release 2-n
Product vision

8. 8
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Apply Agile techniques to improve speed of development, even
in traditional environments…
Write requirements as User Stories…Who am I? What do I want? Why do I want it? These get people
talking –and allows the development team to work out the best way to meet each requirement.
Don’t put your team through the pain of long, wordy Product Requirement Documents. Banish the
tedium…less is definitely more…
Simplify! Don’t be tempted to throw in everything. You know your customers…work out what they
really value, validate and deliver only a Minimum Viable Product initially. You’ll deliver faster, and
get customer feedback faster…so you’ll know what you need to improve in the next version.
Scrap the silos in your business. Break down those walls… Cross-functional teams and
collaboration across functions are where it’s at!
Ditch the formal product development meetings in favor of focused daily stand-ups. What did you do
yesterday? What are you going to do today? And what’s holding you up?

9. 9
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Think what building blocks to use & maximise things not done…
Concept Capture
Customer
Experience
Design Build Test Launch Assess
Problem/Solution
Fit
Customer Segment
Draft Unique Value
Proposition
Initial Financial
Assumptions
Strategic Rationale
& Objectives
Market and
Customer Research
Unique Value
Proposition
Customer Journey
Customer
Touchpoints
Outline
Revenue Potential
Business
Architecture
Technical Solution
Operating Model
UX & UI
Validation
Service Levels
Reporting
Business Model
and Pricing
Business Case
Product Delivery
Platforms
Billing Platform
Operational Model
Support Systems
Legal & Regulatory
Security, Business
Risk & Fraud
Product / Device
Proof of Concept
Tests
Solution Tests
Operational
Readiness Tests
Service Readiness
Tests
Customer
Experience Tests
Operational Ready
for Service Check
Marcomms &
Demand Generation
Channel, Sales &
Distribution
Sales Collateral &
Toolkit
Incentives and
Commissions
Customer Support
Training
Ready for Sale
Check
Customer Feedback
Performance
Reporting
Draft
Product/Market fit
CE & Concept
Validation
Product Market / Fit
However never compromise on delivering a great customer experience!
Innovation
Research
Analysis
Synthesis
Idea Screen &
Capture
Concept Validation
Lifecycle
Management

10. 10
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Apply effective governance through clear decision gates and
cross functional prioritisation…
Business Plan & Strategy
Product Portfolio Management Resource Management
Gating and Governance
Concept
Capture
Customer
Experience Design Build Test Launch Assess
Tasks & Activities
Documentation
Project Management
Systems
ProcessManagementSupport
BusinessManagement
Create a line-of-sight from business strategy to execution.
Stop the barnacle NPD projects!

11. 11
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A Customer Experience driven NPD process delivers
significant benefits for every business
Customer
experience at the
heart of product
development
01
02
03
05
04
06
Products are based
on deep insights
and continuous
learning
Competitive
advantage obtained
through simplicity
and speed
Drives the business
plan, goals and
strategic initiatives
into tangible
launched products
Agile and responsive
methodology with
extensive cross-
functional problem-
solving
Provide clear
guidance for
businesses
transitioning into
the digital space

12. 12
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More on the Customer Experience NPD methodology….
The CX New Product Development methodology places Customer Experience at the heart of your
product development. It embeds CX focus deep into each development phase ensuring that your
processes and organisation deliver a great customer experience at every customer touch point.
The method integrates the latest product development techniques such as concept canvas, product
market fit, lean development and other agile techniques in a pragmatic product development process.
The methodology provides:
• A process based on deep customer insight and continuous learning;
• Clear guidance at every stage of product development;
• An agile and responsive approach with extensive cross-functional problem-solving;
• A clear translation of the company business plan into a winning product portfolio.
The CX NPD methodology will enable your business to gain competitive advantage through placing
Customer Experience at the heart of your product development.
Please visit
www.cxnpd.com