How to Build Products for the Customer by T-Mobile Dir of PM
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Find out more about incorporating prototyping and user testing into the development process and why customer awareness is just as important as the product features themselves.
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How to Build Products for the Customer by T-Mobile Dir of PM
- 1. www.productschool.com How to Build Products for the Customer by T-Mobile Dir of PM
- 2. FREE INVITE Join 30,000+ Product Managers on
- 3. COURSES Product Management Learn the skills you need to land a product manager job
- 4. COURSES Coding for Managers Build a website and gain the technical knowledge to lead software engineers
- 5. COURSES Data Analytics for Managers Learn the skills to understand web analytics, SQL and machine learning concepts
- 6. COURSES Digital Marketing for Managers Learn how to acquire more users and convert them into clients
- 8. Quick History engineer product management Zippy.ai
- 10. Get Outside
- 12. User Testing, Data, Feedback
- 14. PRODUCT AT GOPRO
- 15. WHAT WATCHING A GoPro VIDEO FEELS LIKE
- 17. I’M ABOUT TO BE… SICK!
- 19. SELF CAPTURE
- 20. NICK WOODMAN
- 24. CAPTURE LIFE’S BEST MOMENTS
- 25. TRIBAL KNOWLEDGE
- 26. >20MM CAPTURE DEVICES SOLD; #1 CAMERA/CAMCORDER BY $ SHARE IN U.S. >24MM GOPRO APP DOWNLOADS 40,000+ VIDEOS EXPORTED PER DAY USING GOPRO STUDIO >4.6 YEARS GOPRO CONTENT UPLOADED TO YOUTUBE IN 2015
- 28. STICKERS
- 29. DAWN OF SOFTWARE
- 30. Hi.P.P.O.
- 31. STEPS TO GET US THERE
- 32. USER RESEARCH
- 35. Frequency Using GoPro App GoPro Owners
- 36. GOPRO SEGMENT SUMMARY EXPRESSIVE ADVENTURERS THE MINIMALISTS THE TRADITIONALISTS CONNECTED FOLLOWERS INSTANT SHARERS DEDICATED CAPTURERS • Adventurous and like exploring new things • See photos and videos as a way to express their creativity and share their passions broadly • Little to no interest in capturing or sharing photos and videos • Prefer to just experience life’s moments rather than documenting them • Take photos and videos sparingly, mainly to capture key life moments • Share directly with friends and family vs. on social media • Invest in the time and equipment to capture and edit quality shots but prefer to share directly vs. over social media • Active and inspired by the outdoors • Frequently capture and share photos and videos • More interested in social connection than expressing their creativity through their photos and videos • Follow social media to keep up with friends, family, and media content • Not very engaged with capturing and sharing photos and videos
- 37. THE EXPRESS ADVENTURERS • Adventurous and like exploring new things • See photos and videos as a way to express their creativity and share their passions broadly THE DEDICATED CAPTURERS • Invest in the time and equipment to capture and edit quality shots but prefer to share directly vs. over social media • Active and inspired by the outdoors
- 38. DATA
- 39. WHAT MODE IS THAT?
- 41. WHAT ABOUT THE SOFTWARE
- 42. not thinking about full experience ○ Focus on reducing friction points and celebrate CUSTOMER SUPPORT
- 44. DIRECT FEEDBACK
- 45. FEELING THE PAIN
- 46. FORWARD PROGRESS
- 50. Prioritized Features & Concepts Concept & Prototype Research Usability Research Release THE PROCESS
- 55. MOBILE EXAMPLE
- 56. Q: Which area of the GoPro App do you use most? Previewing what camera sees before taking video/photo Reviewing and sharing the photo/video you captured Changing setting on camera Watching photos/videos presented by GP Other Searching support website or product manuals WHAT OUR USERS SAY
- 57. * Date range: 07/06 – 11/15 WHAT OUR USERS DO Media Functions
- 58. TRIM AND SHARE
- 59. SOMETHINGS NOT RIGHT Mobile shares per month (M) Trim & Share Launch
- 60. LET THEM KNOW IT’S THERE Mobile shares per month (M) Notifications
- 61. LET THEM KNOW IT’S THERE
- 62. SUCCESS Mobile shares per month (M) Splash screen & tool tip
- 63. Get Outside ● Be an anthropologist ● Live a day in their shoes ● Build empathy ● Understand their needs ● Live it Eat it Love it
- 64. User Testing, Data, & Feedback ● Guerilla user research ● Usertesting.com ● Surveys ● Run a SPRINT (by Jake Knapp and John Zeratsky) ● Collect data ● Instrument your apps ● Capture feedback ● Listen to customer care calls ● Talk to your care team
- 65. Build Awareness ● Marketing ● Social ● Notifications ● In-app guides ● Triggers
- 67. Team Of Pros
- 68. www.productschool.com Part-time Product Management, Coding, Data and Digital Marketing courses in San Francisco, Silicon Valley, New York, Santa Monica, Los Angeles, Austin, Boston, Boulder, Chicago, Denver, Orange County, Seattle, Bellevue, Toronto, London and Online
Notas do Editor
- Starting out as an engineering designing laptops in Japan for both IBM and then Sony Like many, I ultimately made the shift from engineer to product manager; where I soon also moved back to the US From there I’ve continue to follow my passion for consumer products at startups to big companies like Amazon Now I get the pleasure of bringing this experience to T-Mobile where we focus on developing T-Mobile branded products
- When it comes to developing customer centric products, there is a ton of advice out there. This evening, there are 3 areas in particular that I’d like to touch on
- This evening, there are 3 areas in particular that I’d like to touch on First and foremost - why it’s so important to remain focused on customer needs and not get too distracted by the technology And why the best way to do that is to Get Outside Be an anthropologist, be observant, put yourself in the shoes of your customers If you spend enough time sitting in a grocery store parking lot, you may notice a lot of this
- Which may lead to something like this… I doubt the who came up with this idea did it by spending all his time at a desk?
- Secondly, I’ll like to touch on how important it is as a product manager to arm yourself with as much understanding of how your customer use and react to your products and features User test as often as you can at every stage of your process Collect data on those key KPI’s once you’ve launched As Peter Drucker said - “you can't manage what you can't measure.”
- Lastly, in the world of mountains of apps and endless features, as a product manager it’s super important to make sure that your customers are even aware of all that great work you’ve done We often forget this piece thinking that our users are always paying attention to everything we do with our products Not always true
- I find the best way to walk through this is to tell a bit of a story As much as I would love to focus on all the great things I’m doing right now with T-Mobile, most of what I’m doing has not yet launched So for this particular story, I want to go back a few years and talk about my experience at GoPro In particular I would like to share some of the challenges I faced along the way, moving from a culture that felt it truly understood the needs of its users through tribal knowledge and one’s personal gut, to one that really started to employ the voice of the customer, leveraging user research, and collecting valuable and actionable data. I also share a few examples of how that worked in practice. hopefully this will help you see how important these points I raised are and how they can be applied in your work. I’m sure most of you know who GoPro is As a refresher, I thought I would share a video that pretty much sums up GoPro and what it was like when I arrived there.
- Dang! I get so pumped every time I see these videos.
- At that time, most people knew who GoPro was And most everyone thought of GoPro as purely an “Action Sports Camera company” It made sense. Millions of cameras had been sold worldwide and one look at our a GoPro video and who wouldn’t have thought that
- Enabling people to self capture the sickest footage ever. That’s where GoPro started but they realized it needed to evolve and ideally transform itself into a storytelling company... But before I get ahead of myself. Let’s start at the beginning. While GoPro was the first to successfully commercialize action sport cameras, it certainly didn’t invent the “NEED” for an action camera, nor the “NEED” to self document that action. That need or desire existed before long before GoPro
- This is what people did before GoPros were invented. People have been mounting cameras to their heads for quite some time. If you look back at these images, what it tells me is two things there was clearly a group of people who had this need and there was no easy way to fulfill it People have wanted to record themselves doing these activities they love, and then share with their friends, or the world their POV. In fact, this desire is what drove our founder, Notes: Graham Hill, Folks like Bob Sinclair (pictured on right) was a film maker in the 60s and an avid skydiver. He was one of the first to mount a camera to a helmet, because he wanted the viewers to FEEL what it was like to do something they loved. http://pev Nick. Footnotely.com/action-camera-history/ The guy on the right there is Bob Sinclair, one of the early pioneers of action cameras.
- Additionally, the idea and the desire to self capture is also not something new either. At first glance, this image may look like a picture from a recent Japanese magazine, but this was actually taken from a book originally published back in 1995, called - 101 useless Japanese inventions Long before people were snapping photos with their smartphones
- Enter, Nick Woodman. He’s a pretty rad dude. The idea for GoPro came to Nick after his previous company had failed and he decided he wanted to take a break and go on an Indonesia surfing trip. While getting ready for his surfing trip to Indonesia, he too, had a strong desire to be able to capture an experience of a lifetime
- However he knew he didn’t want to have to ask a bunch of his friends or some professional photographer to come along, just to capture that experience.
- So, what did he do? He created a prototype. He jerry rigged a wrist strap, attaching a disposable waterproof camera using a broken surfboard leash and some rubber bands. Some iterations later He invented this. The first GoPro camera. That’s how it all started. As a “35mm, waterproof wrist camera”
- GoPro has come a long way since those early days. Digitally stabilized, ultra smooth 4K video captured on tiny cameras Spherical cameras Tons of accessories Auto editing mobile apps Even created a drone
- Now Nick and millions of other users are able to capture something more like this This was a very important story for us. The reason this humble origin story really matters is... Unlike most tech companies, GoPro didn’t start with a technology and back into a product. Nick started with a need. A need to self capture and share your life’s best moments wherever you are At that time, we took great inspiration from the fact we really believed Nick tapped into a very primal desire to record and share our passions, and made it easy to inspire others. He created a product around that. This had been the vision that drove our product decisions at GoPro
- In the early days, there were less than 100 folks working out of a little office in Half Moon Bay. When GoPro was still small and their customer base was clear, there was like this tribal knowledge about who they were building for and what the needs were. Not only was Nick his own customer. Everyone working at GoPro was the customer: Surfers, Skiiers, Snowboarders, race car drivers, mountain bikers, Not only that, GoPro also spent a ton of time with the athletes that were doing all these activities. So talk about the voice of the user, GoPro employees were hanging with their users all the time Everyone was in lockstep and everyone did what they believed was right and it worked. There was this tribal knowledge. It was just in the air.
- This data is back from 2015 That tribal knowledge, close working relationships with those athletes, and the mind bending videos has helped propel GoPro into the #1 spot But over time, those inspirational videos really started to attract users who fell outside that core demographic They were now attracting users who were not the adrenaline junkies nor the action sports freaks We could no longer rely on that tribal knowledge to continue to satisfy the needs of the users who are interested in GoPro for everyday activities. On top of that GoPro had grown from that tiny office in Half Moon Bay to over 1200 people, with GoProers all over the globe! (In Amsterdam, Carlsbad, Hong Kong, Munich, Paris, San Francisco, Shenzhen and Zurich.)
- Nick and team had done an amazing job understanding the needs of the initial core customers However, when I arrived at GoPro, other than the opinions and experiences of Nick, the core team and their sponsored athletes, there was zero data and no actual user research around this ever growing new customer base We had no process in place to capture user input from this new demographic and roll that back into the products being developed. Hell, we didn’t even know what the make-up of the new demographic looked like Without the data, we also lacked the discipline to set goals and drive to a set of KPIs to ensure that any new features were actually successful. This was mind boggling for someone who just arrived from Amazon - one of the most data driven companies I’ve ever worked for
- Well, I take that back. We did have one source of customer feedback - our support team, but even that wasn’t all that useful other than to note that our #1 customer support call at the time was for stickers And if I listened to only that, my first project would have been to create a better way for our users to acquire stickers. still think that wouldn’t have been all that bad of an idea.
- Here I was at the beginning of GoPro’s software initiative Tasked with a very clear mission Remove all the pain points associated with capturing, managing, editing, and sharing life’s most meaningful moments Yet, I felt lost. So many of the conversations between the product managers, engineers and execs, was a lot of - “My gut” tells me or this is how I would use it. This was extremely painful I realized we couldn’t continue to make decisions this way. We had to change the culture and move away from….
- the HIPPO We couldn’t continue to be at the mercy and whim of the HIPPO Highest Paid Person’s Opinion.
- So how did we go about changing the conversations? It started with a close partnership with my UX counterpart we kicked off a campaign to leverage research, understand who our users were, gather data wherever we could, and seek feedback both indirect and direct.
- We needed more user research We grabbed a corporate account at usertesting.com We encouraged PM’s and UX’ers alike to go out do a little gorilla research hanging out at Starbucks and paying for a cup of coffee to get feedback on screens We even started to bring users into our offices when we could, having them run through the use of our existing software When needed we would even go outside and engage in more detailed interviews with our customers as they walked through our apps
- As we started to spend more time trying to understand more of what our existing customers were saying we started to formulate a set of personas
- We started to see a trend anecdotally we saw that many of the new GoPro users were fitting into 2 particular personas: Tara and Brendan Having these was super helpful to the UX and product team as they were thinking about which features fit which users We would throw around these names all the time. It became part of our everyday vernacular, as we talked about a particular feature and why it might be important to a particular user. This also helped with the prioritization of features. However, this set of personas was something that just the software department had created. We didn’t know how this may have changed as we looked across all our products, or how it changed outside the US We also really needed to get the entire company aligned to the same set of personas.
- In collaboration with our marketing team, we also started to regularly survey users who capture videos and photos, both GoPro owners as well as potential owners. This helped provide insights into user motivations, brand association, brand awareness and for those owners what they say about our products This quarterly effort eventually turn into a much bigger segmentation project that helped us actually map a set of personas with real data so that we know much better just how big are the buckets of users. E4. How often do you use your GoPro camera with the GoPro App? A WiFi Remote? Nearly half of users in most markets are regularly using the GoPro App to control their camera
- This led us to the most recent set of personas we can now leverage across the entire company, and is even supported by Nick himself. I love seeing that! Now GoPro has a consistent way to talk about who are customers are. Don’t get me wrong, at the time, this was still very new and it still needs to permeate its way through the entire company, but It didn’t take long to start hearing words like Expressive Adventurers used in meetings when we talk about features and who its for. Now we had a way of describing all our users, and we could understand better just how big these different segments were. This is important so that we are not always paying attention to the loud minority for example.
- So now instead of Tara and Brendan We were all talking about the Expressive Adventurers and The Dedicated Capturers Talk about how its used - meetings, PRDs, elsewhere
- User testing, surveys, and a great set of company wide personas. It was an awesome start. However, we also needed better visibility into what our customers are actually doing. How can we answer questions like How many users are actually using a particular mode on the camera? Were we successful with the roll out of that new feature? How could we possibly set goals or KPI’s if we are not able to measure anything. So, in parallel we set out to capture more data, more from our software, website and cameras.
- What better place to start than the camera. The camera is the entry point of the funnel to everything else our customers do, so if we could learn more about how they are using the camera, it could provide all sorts of insights into everything else down stream
- At the time, the GoPro cameras offered so many different modes and settings its enough to make the average persons head spin. Yet, we had no idea if any of these modes and settings were even being used or how frequently they got used. We kicked off a project between hardware and software to change all that. With that, all the cameras starting with those released in 2014 were able to capture and log all interactions with the cameras and send those back to the cloud via either the desktop or the mobile app. That gave us insights into what modes are getting used, and how frequently. One of the most shocking for many at GoPro was that on certain cameras, our users were capturing more photos than videos. This data, was a bit controversial at first. Particularly for those so used to debating based on their personal experiences, they now had to pay attention to the data. Over time though, everyone got comfortable with the data and eventually you would hear people bring it up all the time. Including Nick
- At first our desktop and mobile applications were not all that much better in terms of collecting valuable and actionable data. We went after improving mobile first. We quickly dug deep into everything that happens on the mobile app, tracking and improving the insights we captured. We found that there was a lot of clean up to do. Once that was done, we turned those insights into the backlog of future tweaks and improvements. Historically, desktop on the otherhand, with our Studio product had been a bit sparse when it came to data that really helps drive or inform decisions. We eventually released an entirely new desktop application. Making it easier than ever for users to import, manage and share their GoPro content. Better yet, we then had the kind of metrics we needed to really understand the next step in the cycle from capture to sharing users content. Valuable data that would help us gain insights and inform decisions on the next release. User research, surveys, personas, and now lots and lots of data where else could we turn to hear from our customers?
- Let’s not leave out our friends in customer support I know that I joked about it in the beginning, but not long after I had joined, they become a critical partner in everything we did and we continued to leverage them for insights. They are on the front lines and regularly hear from our most passionate, and our everyday users. We set up a way to work closely with them to regularly capture and analyze feedback
- They would send us regular weekly reports that capture the top issues and categorize them for us. We would also ask them for recordings of the calls, to see what our users are really saying when they are tripped up or needed help We continued to look for ways to collaborate and partner with them to better gain insights and improve the overall experience. Most of this input comes post launch, but is still just as valuable and can help drive fixes we need to make in the near term.
- Other than our direct relationship with our athletes, and our beta program, historically we received very little direct feedback. With some updates to our apps, we decided to change that. On both the mobile and desktop apps, we gave our users a direct line to our product team, where users could send us direct feedback. This again was super helpful in understanding our customers immediate and most burning issues, as well as ideas about what may be missing and important to them.
- Remember what I said about getting out of the office and putting yourself in the shoes of the user. It’s a great way to build empathy for your users. It’s often referred to as eating your own dogfood As GoPro was going through rapid growth, we felt that not enough of our own internal employees were eating their own dog food. We all were just getting too busy to take time to feel the pain that our customers do. We explained to Nick just how important this was - and he agreed! Soon after that, GoPro launched a program called “Live It, Eat It, Love It”, which in essence is a mandatory 2 hour recess given to each and every employee at GoPro (not just the product team) to not only go live the brand but most importantly capture it using a GoPro. So at a minimum every Thursday, everyone on the product team will be a customer experiencing true painpoints first hand which not only helps re-focus on but helps us see areas where true delight can be achieved.
- After a few years or so of change, it started to feel like we had made some forward progress I’d like to walk everything through how the research, feedback and data was incorporated into our development process
- We start with a set of prioritized features and some bigger bets
- We now take those concepts through some user research testing sometimes with static wireframes or screens, but more recently we often leverage a functional prototypes We also often iterate on those prototypes as we are testing
- Once we are confident with the feedback, we move that concpet or set of features into the backlog for a release
- Once developed, we will again run the functional app through usability testing and research, feeding that back into the release
- Once ready, we will then beta test our release if its significant enough that it justifies it That will catch bugs and provide even more feedback some of which will get fed into the release and some that gets put into the backlog
- Once released we analyze the data captured in the app and use that to determine success of those features released and help prioritize future work
- Similarly, the feedback coming in from the support team and now direct feedback will also help to drive our priorities and inform our future concepts
- When we do surveys, they also help to inform future concepts and directions we decide to take
- Lets take a look at a mini example of this process at work. Since one of our product principles at GoPro is mobile first, I figured I would walk everyone through a mobile example
- In many cases, if we recently received some survey data, we might take a look at what that is telling us. In this particular case, our users are saying that previewing what the camera sees on the mobile app is something they use all the time. Next most important thing is reviewing and sharing their media. Since this was a survey and self reported around what they say they do or what they feel is important, we need to caution making hasty or big decisions based on this information, but its still useful.
- In contrast, when we look at the actual data in the app, what we saw was somewhat of a different story; with media interactions being the majority of their interactions between camera and app. It was super valuable to have this data, informing where we should spend the bulk of our energy. Going back to our mission, one of our primary goals has always been to enable our users to share more and more easily. We saw some amount of sharing from the app, but not enough. The hypothesis we put in place was that if we could make it easy for users to trim the video while still on the camera and immediately share that out then they would share a lot more. This approach minimizes the file size that needs to be moved to phone, saving time while maintaining quality.
- Out of that hypothesis came what we refer to as trim and share. A simple and quick way to grab 5, 15, or 30 second clips from your videos and share those out. We built and user tested the feature extensively. When beta testing, we iterated extensively, capturing bugs and feedback along the way. We told everyone in the company to test and also invited external beta testers to test out this new feature. When we went to launch at the end of last year, we were all super stoked about the feature.
- However, post launch, we were initially shocked to see how few users were actually using the feature. This missed our initial expectations for the target by a high margin. Again digging into the data and some conversations with users indicated that perhaps the issue was that the feature wasn’t discoverable. Users were just not realizing we had updated the app with this new feature and finding it.
- So we ran a quick test to see if a nudge would help we sent out some notifications to users to let them know that the new feature was there After that we started to see a significant spike.
- In parallel we quickly developed a first time launch splash screen that we could use to let users know of the new feature. Especially since most users’ apps are now auto updated, unless we throw something up, they may not even know the app was updated and what was updated. In addition to the splash screen, we also added a tool tip in the app to let them know when they are on the right screen, what these new icons actually do.
- Post launch of these additional features, we saw another jump in usage. This is more inline with what we were expecting to see in the first place.
- In summary
- And lastly, don’t forget to let your customers know how you’ve made things better
- And now the team I’m a part of at T-Mobile is doing much of what I described to create and develop new T-Mobile branded experiences with both software and hardware
- I just wanted to call out an amazing program we have at T-Mobile called TOPS This allows people who have been working on our frontline and having been working with and hearing from our customers all the time, to come to HQ and work side by side with our product team, giving our product direct access to that feedback