Mind The Product 2018: Driving growth vs building core value, Roan Lavery

Tl;dr

Roan Lavery discusses about the playbook used at FreeAgent to find the balance between building core value and driving growth.

  • Map the user journeys — How can we help customers quickly “get it”?
  • Generate a balanced scorecard — How do we prioritize effectively?
  1. Map the user journeys
  2. Generate a balanced scorecard

1 — How do we help customers succeed?

The first thing to help customers succeed, is to go out and speak to them. Not only to understand how they are using your product, but more important to understand why they are using it.

  • the user needs are the results of the discovery phase you have made and of the user interviews you have conducted. They represent big topics that your users are about.
  • the jobs to be done are the reasons why a user will hire your product or service. They don’t hire you because you’re FreeAgent, they hire you to get paid, track cashflow, or even file taxes.
  • the features are what will help address the jobs to be done.
  • User needs: Nail the daily admin, Make better decisions, Relax about the tax
  • Jobs to be done: [Get paid, Track cashflow], [Health checking, Planning for future], [File taxes, Stay legal]
  • Feature: Invoicing, Online payments, Payment reminders, …

2 — How can we help customers quickly get it?

We drive growth by engaging users with core value as quickly and often as possible.

  • At the early usage, you need to focus on building habits 🛠️
  • When the use is established, you should focus on creating engagement loops 🔁
  • When the user is disengaged / churned, put your efforts in resurrecting the dead 💀

3 — How do we prioritize effectively?

Here comes the balanced scorecards.

  • We want our app to be bug free
  • Customers are not reporting bugs
  • Open bug count

Sources

MeilleursAgents Engineering

MeilleursAgents Engineering Teams (Product, Web & Data Teams)

Adriano Di Marco

Written by

Product Manager at @MeilleursAgents. Sport enthusiastic and tech lover

MeilleursAgents Engineering

MeilleursAgents Engineering Teams (Product, Web & Data Teams)