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Laura Klein
Build Better Products
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Страница 1
BUILD BETTER PRODUCTS
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CONTENTS
FOREWORD
INTRODUCTION
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CHAPTER 1
Defining a Better Business Need
Creating a Measurable and Achievable Goal
RUN THE EXERCISE: GOAL CREATION
Why Measurable?
Why Achievable?
Quantifying the Business Need
Defining Your User Lifecycle Funnel
RUN THE EXERCISE: USER LIFECYCLE FUNNEL
STEP 1: Ask the Questions
QUESTION 1: How will you get people to hear about your product or service?
QUESTION 2: How will you help people learn enough about your product and service to know they want to purchase or use it?
QUESTION 3: What is the “aha” moment in someone’s first use of the product?
QUESTION 4: How will you get permission and ability to contact users?
QUESTION 5: How will you make money from this user?
QUESTION 6: What will happen within the first couple weeks to turn early users into long-term, retained users?
STEP 2: Make the Funnel
Why Did You Do That Exercise?
The User Lifecycle Math
The Dangers of Starting from the Business Need
Set Team OKRs
RUN THE EXERCISE: TEAM OKRS
STEP 1: Set the Objective
STEP 2: Generate Key Results
STEP 3: Prioritize
STEP 4:
Track Your Progress
Страница 35
CHAPTER 2
Understand Your User Better
Who Is Your User?
Provisional Personas
RUN THE EXERCISE: PROVISIONAL PERSONAS
Give the Prompts
Facts
Problems
Behaviors
Needs and Goals
Pick a Provisional Persona
Why Did You Do That Exercise?
From Provisional to Predictive
Next Steps
Identifying Problem Patterns
RUN THE EXERCISE: IDENTIFYING PROBLEM PATTERNS
STEP 1: Iterative Interviewing
STEP 2: Recording and Synthesizing the Data
A Note About Logistics
Why Did You Do That Exercise?
The User Map
RUN THE EXERCISE: MAKING THE USER MAP
Determine Channels and Influencers
Determine Goals and Purchase Intent
Determine User/Product Fit
Determine Context of Use
Determine Future Use
How Do You Know You’re Right?
Map It!
Why Did You Do That Exercise?
The Dangers of Defining Your User
Stopping at the Provisional Persona
Confirmation Bias
Jumping to Solutions
What You Need to Know About Your Customer
STEP 1: Find Your Heaviest Users
STEP 2: Ask a Single Question
STEP 3: Follow Up with Interviews
What to Do When You Don’t Have the Right Customer
Why This Is So Important
CHAPTER 3
Do Better Research
Picking a Research Topic
RUN THE EXERCISE: PICK A TOPIC
Picking a Research Methodology
RUN THE EXERCISE: PICK A RESEARCH METHODOLOGY
User vs. Product
Generating Ideas vs. Validating Ideas
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