HCD template

1. HCD template XE | 2013

2. vision execution document map concept design business case build launch What is the customer need? How will we meet that customer need? What is the product? What is the user experience? What is the market for the product? What is the total cost for the product? How are we progressing vs. milestones? Should we continue with build? Did we deliver what we set out to deliver?

3. What are we going to do, and for whom? concept

4. a. What needs are we trying to address? “I need/want…” “I need/want…” “I need/want…” 1. What is the customer need? [HELP ] Specify up to 3 wants and needs, stated from the point of view of the customer, in non-technical language.

5. b. What have we seen in people’s behavior that points to these needs? Elaborate on the research and observation that led to these insights. 1. What is the customer need? • [HELP ] • The research can be based on internal as well as external data, and is usually best if anchored in qualitative observations to support the data. • “Informal” research can include citing similar products and services (such as competitor or substitute products), or situations where users improvise in order to achieve a goal or complete a task. • Other sources of information could be interviews, informal discussions, and feedback via various channels (customer care, sales, blogs & forums).

6. c. Who are the different types of users with these needs? Elaborate on the different users for who have these needs, and the different situations in which these needs arise. Again, be descriptive. 1. What is the customer need? [HELP ] You can refer to the same research and observations from which the original needs (section 1b) were derived.

7. a. What is the product or service? b. What other similar products are out in the market today? Describe the product/service in 2-3 sentences, in non-technical language. Are there other similar products already out in the market? This includes direct competition, substitute products, and even our own products. Is the proposed product clearly differentiated from those other products? If yes, how so? If not, why not, and how will we ensure the proposed product is the preferred product? 2. How will we meet that customer need? [HELP ]Clear differentiation is important, not just from competitors or substitutes, but also within our portfolio, in order to be able to properly position the product. If the main differentiator is simply price, especially from a product already within our portfolio, then it is likely just a variant.

8. c. How do customers get the product? Describe the main ways in which customers can get the product, and basic charging approaches (purchase, subscription, licensing, etc). d. How and where will customers use the product? What are the different situations in which the customers will use the product? What are the customers’ key goals in using the product? 2. How will we meet that customer need? [HELP ]Refer to the different users and situations you outlined in section 1c, to ensure cohesiveness throughout this document.

9. Can it be done, and what will it take to do it? concept

10. a. What are the key details of the product? Summarize the pertinent product details, in non-technical language. Include summaries of differentiation, positioning, and pricing. 3. What is the product? [HELP ] This is a summary of 2a basic product description, 2b positioning, differentiation, and 2c access, pricing.

11. a. What are the user’s goals in using the product? What are the key tasks? Describe what the user’s main goals are when he/she uses the product. This ensures that we are clear on what the end result should be, even as we explore multiple options for achieving it. The goals should be stated from a user point of view, e.g., “send a message to my contact using my own mobile number, regardless of the device I’m currently using”. Other key tasks that the user needs to perform while using the product should be included here, e.g., “log in to my account”, “save a favorite link”, or even “assemble the product”, “install the product”. 4. What is the user experience? [HELP ] The user goals should clearly reference the key needs as stated in section 1a.

12. b. What are the scenarios that the user will face when using the product? Describe the situations in which the user will use the product. Then think about the different tasks that the user has to accomplish, and the possible outcomes of each, and what we want the user experience to be for each outcome. Again, describe it from the point of view of the user, e.g., “I want to know that my message was sent successfully”, “I want confirmation that I was logged in to my account”. You may need to add more pages here. Feel free also to use diagrams, drawings, or pictures, to get a better feel for the user experience. 4. What is the user experience? [HELP ] Refer to the different users and situations you outlined in section 1c, as well as the goals and tasks in section 4a.

13. c. What is the user’s experience throughout their relationship with us? • Walk through the customer lifecycle, and describe the key experiences around each stage: • How does the user get to know about the product and its features? • How does the user evaluate and acquire or buy the product? • How does the user activate the product, so they can start using it? • How does the user pay for the product? • How does the interact with us for inquiries and other needs, and through what channels can they contact us? • Does the user need to do anything to continue to use our product, e.g., renew a subscription, top-up their account? 4. What is the user experience? [HELP ] No need to discuss the USING stage of the customer lifecycle here, as that should have been covered in previous sections.

14. Can we do it, and can we sustain it? concept

15. a. Who are the different users, and how will they use the product? • List down the different user groups previously identified, and for each group, answer these questions: • How many people do you estimate belong to each user group? Refer to analytics and reports, but also feel free to use other sources, if no direct information is available. • Of these people, how many of them will buy the product, at the suggested price point? Try to think of other reasons beyond the price point as well, such as already having a similar or substitute product to meet the need, or not having an urgent enough need for the product. • Think of their usage patterns – how often, how much, and how long (the lifetime of the product with these customers). 5. What is the market for the product? [HELP ] Remember also that you might be able to increase uptake and usage of the product through pricing and promotions, but it does affect the total business case (e.g., lower price means lower revenues unless the volume increase compensates; advertising can increase awareness but it costs money, so be sure to account for that in section 6b.

16. a. What are the costs associated with developing the product? Costs here include: hardware, software development, and the man-hour cost of all those involved in the development of the product, i.e., the entire project team, from the sponsors, to the designers, to the project managers, to all members of the different delivery teams. Be sure to also include the costs associated with developing business support tools for the product, such as activation tools, or reports. These should not be treated as separate from the product, as they are necessary to deliver an end-to-end product experience. 6. What is the total cost of the product? [HELP ] Be sure to cover all costs – even internal development incurs a cost.

17. b. What are the costs associated with delivering the product? Costs here include: advertising & promotions, marketing, merchandising, distribution channels – anything involved in taking the product to market. 6. What is the total cost of the product? [HELP ] Again, be sure to account for the manpower cost of taking the product to market.

18. c. What are the costs associated with supporting the product? Costs here include: training (for sales, customer care), customer support operations, ongoing support operations, expansion costs (such as licenses or additional hardware) – anything involved in keeping the product going for as long as people are using it. This could also include ongoing advertising, and enhancements to upgrade/refresh the product, to sustain or extend the product’s life. 6. What is the total cost of the product? [HELP ] If we can project usage and revenues into the future, we should be able to project costs accordingly.

19. Revenue Costs Value customers usage other effects total expected revenue worst-case (low-side) projected product lifetime development costs delivery costs support costs total expected costs worst-case (high-side) NPV payback cost-to-revenue ratio incremental margin A negative business case means that we need to rework the design, delivery, and/or the go-to-market approach, in order to increase projected revenues or decrease estimated costs, while ensuring we still address the customer need. number of new customers; specify if acquisition, or reactivation all capex and opex associated with developing the product Business case summary size of usage effect – new usage, increased usage, ARPU or ATPU changes all capex and opex associated with taking the product to market e.g., retention, impact to other products in the portfolio, increased top-ups or credit purchases, etc. all capex and opex associated with supporting the product while it is out in the market PHP n,nnn,nnn.nn PHP n,nnn,nnn.nn PHP n,nnn,nnn.nn PHP n,nnn,nnn.nn X months