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Product Discovery vs. Product Optimization
Posted along Marty Cagan ashore September 8, 2009 Tags: product breakthrough,product optimizationAs readers of these treatises know, I am a huge flare of high-fidelity prototyping and consumer testing on new alternatively prospective customers. These techniques manner the foundation of Product Discovery; its the opener apt discovering the minimum viable product a product solution that namely invaluable, usable and feasible (look [link widoczny dla zalogowanych]).However, often Im inquired whether these same techniques ought be hired because all product alterations? While I adore Product Discovery, its intended because identifying significant new functionality. This namely prevalent either when were starting a fashionable product, merely likewise when were thinking meaningful changes to one existing product, such for a usability redesign, or enhancing the product to encounter the needs of a new class of user.But constantly the work we do namely not about discovering new products or capabilities,[link widoczny dla zalogowanych], merely rather our task is to optimize the user experience and/or business results of an existing product. This Product Optimization uses different tools and techniques than Product Discovery, and the scope is generally narrower, but dont let that cheat you for the results tin be impressive.The basic tools of the trade as Product Optimization are Web analytics, and A/B testing patronize (also known for split testing or multivariate testing).Good analytics depends on having your site instrumented so that you can in truth know what your users are act on every sheet as they make their access through your product. Good A/B testing advocate lets you attempt out different approaches with controlled variations, and then fast see the results of each.There are very a few products to assist you with each of these capabilities,[link widoczny dla zalogowanych], but with the free Google Analytics (see [link widoczny dla zalogowanych]) and the recently joined Google Optimizer for A/B testing support (see [link widoczny dla zalogowanych]), theres not pardon not to by fewest use this, if I were you one of the more progressive solutions out there.Product Optimization is a consecutive cycle of controlled experiments deployed to chapter or always of your user found, with rapid review of the shock, then selecting the best fulfilling alternatives. We continue this until weve either flee out of motifs for improvement, or we trust we have approached the point of diminishing returns.One of the things I indeed love almost Web sites and cloud-based services in common is that the technology for this arrange of instrumentation and close real-time reporting is so powerful and cozy.When I premier begin working with a company, whether they dont anyhow have their site instrumented in mandate to enable the analytics or optimizations, its actually the altitude prerogative to correct this. I unravel that they are flying blind without this data, in that they really dont know whats going on in their site, and their various minds for cultivating things are equitable theories without the data to support them.You can work out and watch users interact with your site, and I forever detect this incredibly valuable in the insights you can acquire, but you generally cant, for instance,[link widoczny dla zalogowanych], see the feud between a 5% transition rate and a 7% conversion rate with this technique. You absence relatively great volumes of actual data to see these differences, so generally we do that with live data and an instrumented site.Typical examples of Product Optimization comprise working on the buyer procurement funnel starting with online sale procedures, then landing pages, then buyer registration, activation and movement (purchasing or transacting).I should also say that Product Optimization works especially well with Agile development teams, as the rapid iterations and relatively inferior changes suit the process well. Its frustrating while you just have some minor changes to test out but the next unlock conveyance isnt coming along for months, and then you have to wait months more to combine your learnings.A well instrumented site, with a devoted Scrum crew, combined with a product employer that understands Product Optimization can take a mediocre (or long disregarded) site and make significant improvements to the affair results in a stuff of weeks or months.With the tools that are available today, numerous teams have transform quite agreeable by Product Optimization, and it may be tempting to attempt to use these same techniques for Product Discovery. However, fair as Product Discovery techniques are generally not well-suited to Product Optimization, Product Optimization techniques are generally not well-suited to Product Discovery. This is deserving to several factors:First, with Product Discovery the iterations are usually daily or every few days, rather than every 2 weeks or every month. Second, during Discovery you want to try quite different reaches and be quite open to Pivots (see [link widoczny dla zalogowanych]), not the type of relatively minor changes that we do in Optimization. Third, in Discovery you want to be out there watching the eyes of the customers and users, and not so much analyzing the data from wider use. Finally, the full Scrum team is not only overkill for Product Discovery work,[link widoczny dla zalogowanych], but it is really inefficient use of the team and a model is typically a better match for the intention.Note that for those working on products that are not Web-based, you can still get this sort of instrumentation and reporting, but youll absence to do a bit more work and you may have to do the tooling and reporting yourself (not as hard to do as it may sound). Its not unusual for installed software products today to gather method data and then sometimes call family to send the data back (aggregated and without individually identifiable information to prevent privacy concerns).So if youre responsible for a product, you want to determine you have the tools and capabilities needed for both Product Discovery and Product Optimization. They are quite different but complementary techniques and every product leader should be learned in both.
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