Creating a Product That Sells (Product.BP Budapest Product Meetup @Prezi House Of Ideas)

Perception Defines RealityPicking the feature that sells

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AbilityMatrixperception is reality™

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“Nothing happens until somebody sells something”

Arthur “Red” Motley - Publisher of “Parade”

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What is the problem?

‣ Functions & Features sell - The Engineer

‣ Design sells - The UI expert

‣ Marketing sells - S&M

‣ We can base our decisions on user feedback

It depends on who you ask

AbilityMatrixperception is reality™

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The Story of @Sonar

‣ Raised 2 million

‣ Featured in 300+ publications

‣ Lessons learned • We can’t base our decisions on user feedback • Listening to users: false negatives • Listening to users: false positives

AbilityMatrixperception is reality™

Or how should we?How Do We Decide?

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Rational Irrational

Rationality is the quality or state of being reasonable, based on facts or reason rather than emotions or

feelings.

Irrationality is not thinking clearly : not able to use

reason or good judgment

AbilityMatrixperception is reality™

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Imagine there is no spoon

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Imagine there is no emotion

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In a typical car buyer situationSet of Emotions or Perceived Qualities

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Reliable

Practical Enjoyable

Economical Comfortable Safe

Beautiful

The New Market Segmentation ModelEmotional or Quality Based Segmentation

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Reliable Safe

Economical

Enjoyable

Comfortable

BeautifulPractical

Economical

Practical

Economical

Reliable

Customer One Customer Two Customer n

Each segment correlates with a perceived qualityTechnology Adoption Curve

!10Innovators Early Adopters Early Majority Late Majority Laggards

The C

hasmEarly Market

Crossing the Chasm

Mainstream Market

Late Market

Using perceived qualitiesSample Segmentation

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5%12%

45%

18

20

SafeEconomicalReliablePracticalEnjoyable

Analyizing Intelligent Home DevicesThrough Nest

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AbilityMatrixperception is reality™

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The Data

‣ Over 2k user reviews

‣ 15 different sites

‣ Only 4 key qualities • Simplicity • Control • Sorry…

AbilityMatrixperception is reality™

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Understanding Your User

‣ Cut the crap - explicit feelings and impressions • Fact based • Very long and extremely short

‣ Use psycho and go deeper • Top of mind • Indirect information

AbilityMatrixperception is reality™

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Examples

Allows me to control the temperature from anywhere

I can turn it on even if I am lying in my bed

It turns on and off exactly when I want

I just stop by to look at it

AbilityMatrixperception is reality™

AbilityMatrix Innovation Cycle

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Functions, features, services

1

2

3

Abilities (positive and negative)

Emotions & Perceived Qualities

AbilityMatrix Method

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Functions, features, services

Abilities (positive and negative)

Emotions & Perceived Qualities

AbilityMatrix Method

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Abilities &Emotions

Location (besides a

well)

Owner’s experience

Non-allergic chef

Tropical environment

SafetyAuthorities

check water quality daily

Owner’s credo

Special food tester device

provided

FreshnessWe use fount

water for cooking

Local ingredients

Prestige Celebrities Michelin StarsBackyard

garden of the restaurant

Food Allergic Restaurant example

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What is the Killer Feature? Understand the perception of the use case Develop only the functions that create this feeling Create a UI experience that correlates to this feeling Create a message that uses these functions to convey the feeling

AbilityMatrixperception is reality™

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Akos Tolnai Innovation Dragon@abilitymatrixWe are hiring ([email protected])

AbilityMatrixperception is reality™