7/16/23

Digital Product Management

Session 4

Recap: Product – Market Fit

• Is there a fit between what you offer and your customer
requirements ?
• There are customers, users and other stakeholders. They have needs.
They have problems they want to solve. They have pains and gains.
• Does your product deliver the requirements to groups of
stakeholders?
• Who : For whom you are developing your product?
• What : What is your value proposition? The benefits you offer? The
feature set you provide? How is your offer superior to the
competition?

@Adam Fisher

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Recap: Stakeholder Map

Recap: Customer Problem Statement Template

I am trying Which make

I am But because
to me feel

The website is
Who books not responsive
flights on It takes a long
A Traveller time and does not Frustrated
phone have a mobile
version

User Persona
Marci, 55
Married with children, one grandchild. Empty-nester. All her help for set-up comes from the web.
Husband, George, is the local pastor, and she has started a blog for his church, wanting to
proactively be modern and support him. She is unwittingly about 5 years behind technological
trends.
Enthusiastic, a bit flighty.
Located in the American Midwest – Ohio
AOL user
Needs:
•Upload videos or shortcode from the YouTube
•Find the right theme
•Add users/subscribers
•Add posts
•Create a custom menu
Tech-savviness rating: 1/10 (1 is least tech-savvy, 10 is most)
I’ve read the page for custom menus three times and been following it, and I can’t see my pages

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User Persona
Angelo, 40
Small business owner
He’s pretty successful locally
Someone told him about .Org, and he struggled with it, but learned about plugins and themes.
He doesn’t want to spend a lot of time on this – it has to just work. He will be stingy with his money
depending on how much perceived value something has.
He has a teenaged son.
Married to his high school sweetheart
Hotmail user.
Needs:
•Theme
•Upload a logo
•Much more a static site, but will eventually branch into some light blogging.
•Wants to have increasing traffic over time to increase business
Tech-savviness rating: 4/10 (1 is least tech-savvy, 10 is most)
“I’ve spent 5 hours of my time on this. I don’t have time, I need this done.”

User persona
Jessica, 20s
Personal blogger
A few years out of college.
Relatively savvy – grew up with technology. Has an iPhone.
Knows a little HTML, but not that into it.
Has been blogging on Tumblr for a few years, but now wants to be able to have more themes and a bit
more control behind the scenes.
Stays on top of trends.
Gmail user.
Needs:
•Themes
•Flexibility to change domains when hobby changes
•Wants to curate followers/increase followers
•Publicize on social media
Tech-savviness rating: 7/10 (1 is least tech-savvy, 10 is most)
“How do I pick the image that gets posted to Facebook”

User persona
David, 35
Does web design work professionally, but not on WordPress
Lost a bet on a basketball game, and now has to set up a site for a friend.
Very savvy, knows a lot about computers.
Thought that setting up the site on WordPress would be a 10 minute job, and now it’s been a few
hours and he’s frustrated.
Comes in with very specific expectations that may not actually be accurate on how things should
work.
Hosts his own email address through Gmail on his host.
Needs:
•Themes
•Set up site structure (pages, maybe a blog)
•Set up a home page
•Where does the HTML go?
Tech-savviness rating: 9/10 (1 is least tech-savvy, 10 is most)
“I work with websites a lot, and I’m setting up a site for my friend and I can’t figure out this WordPress thing. How
is this easy exactly?!?”

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Personas
• Why do it?
• Personas give us a person to connect and empathise with,
someone with goals for using the product, ensuring human-centred
design.
• When to do it
• Can be done at the initial stage to develop a common shared
understanding of the user
• Revised subsequently after interviews and journey mapping

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Personas
• Who is involved?
• Design and Development team, internal stakeholders

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Personas
• A persona is a representation of the needs, thoughts and goals of the
target user.
• Think of a persona as your typical or ideal user - who do you see using your
product?
• It helps prevent you from generalizing all users into one bucket and
thinking that everyone has the same needs and goals.
• It also prevents you from falling into the pattern of thinking that you are
going to experience the application the same way that other users will.
• Personas are designed to help you to empathize with individuals who might
use the app, so think of them more as a bio that you might see on a social
website than a job description.

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Personas
• How to create a persona
• Using your interview notes, create one or two personas to represent your core users.
Each should have a slightly different story and use case.
• Write down and make a list
• Craft a scenario in which that person would like to use your product or service.
• W hat would that user’s m otivations, goals and needs be?
• W hat are their pain points and challenges?
• Fine Tune the persona by including an image, name, and quote that
expresses the needs and goals of the user.
• Discuss internally
• Try to find people who fit your persona, speak to them
• Iterate and revise

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Journey Map
• We use journey mapping as an exercise for determining a list
of requirements for our project as well as uncovering hidden
issues.
• It also encourages the team to empathize with users.
• Journey maps are created after you’ve made personas for your
project

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How do we do a journey map?

• Review the persona’s goals, values, and what makes them
stressed.
• Have one participant take on the role of the persona.
• Let others try to understand by asking questions, mapping the
use patterns
• The person playing the role of persona should start out by
identifying what their goal is. (Example: my goal is to book a hotel
for my vacation with my family).
• Next, have them identify the very first step that they might take in
order to achieve that goal. Note that this most likely will start
before the persona even gets on to the website or application

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How do we do a journey map?

• Describe each step in detail.
• From here on out have the persona role player walk through
every possible step that they would take until just after they
reach their goal.
• The steps taken after the goal has been achieved are crucial
to note as it informs you where they are heading next.
• If you have an application, don’t start at logging in, instead
start at the motive that would make someone need to log in.

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How do we do a journey map?

• Once you have documented the entire scenario, have the
non-persona role-playing participants provide feedback on
the journey. Now is an excellent time to ask clarifying
questions ranging from the order of steps that a persona
might take to more nuanced inquiries.

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Lyra

http://idl.cs.washington.edu/projects/lyra/#:~:text=Lyra%20is%20an%20interactive%20environment,design%20
without%20writing%20any%20code.

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Customer Journey for Lyra

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