Stop Wasting Time on Technology Development

1. Stop Wasting Time on Technology Development Stephen Fenwick

2. Speaker Bio • Technology Development Specialist, Concept to Market • 10 years in technology industry (Navman, Intel, etc) • Worked in areas that extended company’s technological capabilities • PhD in Computer Science (Australian National University)

3. Overview • The problem: • A lot of technology development effort gets wasted • Why does this happen? • Difficulty integrating views of multiple stakeholders • How can we improve?

4. What’s so Hard? • Small Auckland company building PC-based PBX product • Several reworks of technology before project cancelled • Dialogic/Intel built CT Media (telephony middleware) • Strong technical drive • Good initial reception – especially trade press • Revenue was underwhelming – local office eventually closed • Navman car navigation • Major problems deciding what product features to pursue after initial success

5. Why does this happen?

6. The good…

7. The ugly…

8. The Pain • Forget those bozos, we know best • Build it and they’ll come • Let’s just have fun • Just tell us what to build and we’ll build it • That looks like a customer, let’s chase it

9. Becoming Effective • Understand different perspectives • Allow different voices to be heard • Reach as much agreement as possible • Avoid adversarial “win-lose” approach • Use objective data to avoid “loudest voice wins” • Now plan way forward

10. Accept the inevitable… … but see this as the starting point

11. This is how our technology development helps meet the company’s goals… That’s all wrong – you need to change everything! Is everything going OK? Everything’s great… Arrgh!! Product development is: Enabler of business growth Needs to know: How new product will advance business.

12. Where’s the revenue to justify the development expense? Here’s half the budget you asked for. With that budget we can expect revenue of $xx by this date. Product development is: Cost centre with uncertain future revenue stream Needs to know: Accurate picture of costs and projected revenue of new product

13. The new key product features are… I’ve just sold a …. We can do that, right? Yes, we can sell that Product development is: Tool to help meet sales quota Needs to know: Key product features and how to sell them to customers

14. We see an uptapped need for… How can we supply this need? What do you need? What can you give us? We have an idea for ... Do you see a market for this? Product development is: An offer to meet needs of new markets Needs to know: How product’s capabilities map to market needs

15. Needs to know: How the product will add value for them

16. Here’s a great new feature. It’s just what you were waiting for, right? What do you like/dislike about the product? This sucks!!! This feature is great. Product development is: Going to make my day easier/more fun/… or Oh no… why have they changed everything? Needs: Product that is easy to use and helps them

17. Bringing It Together Encourage open, non-adversarial discussion to determine the best path forward • Pose the questions in the right way • Allow all voices to be heard • Summarise findings effectively • Now plan strategy

18. Encourage Many Ideas Usability Testing Camera Better Guidance Touch Screen Symbian OS Cost Reduction Automotive Grade Real-Time Traffic Improved Geocoding Refresh Industrial Design

19. How Not To Ask • Let’s build a product (or next release)! What shall we put in it? Usability Testing Better Guidance Camera Touch Screen Symbian OS Cost Reduction Automotive Grade Refresh Industrial Design Improved Geocoding Real-Time Traffic

20. A Better Way • Focus on product capabilities one at a time • Avoids immediate focus on trading off favourite ideas • Gather 360° perspective on each proposal

21. Communicate Proposal “Improved Geocoding” 121 Lucerne Rd Remuera Auckland Points of Interest Landmarks

22. Gather Viewpoints Our aim is automotive grade reliability. Significant development cost, but where’s the revenue stream? Can I find where I want to go? If not I’m returning the product Not a new feature, so hard to sell Geocoding is a major source of bug reports, so is a clear weakness that should be fixed. Can I find my home? If not, I’m not buying. This will help expand the market beyond early adopters

23. Summarise

24. You now have Ability to discuss impact on overall business of tech development Understanding of how users will actually use the product. Clear picture of costs and benefits; ability to assess impact of budget changes. Ability to choose functionality that adds real value. Clearly articulate who you expect to buy product and why. Understanding of how particular areas of functionality meet market needs.

25. Plan Product Releases • You now know what’s possible • Define objectives of each product release • Target market • Specific customer needs • Revenue objectives • Select features according to those objectives • You now have data to do this objectively

26. Conclusion • Treat communication with multiple stakeholders as core part of tech development. • Remember these stakeholders have very different viewpoints. • Aim for styles of communication that engage different viewpoints in constructive way.

27. Questions? • Slides available online: http://www.concepttomarket.co.nz/Articles++Downloads.html