3. Contributions to Delivery and Use Cases for Inspiration

1. Contributions to the Delivery Phase

Once a product enters the delivery phase, the collaboration between Product Managers (PM) and UX Designers remains critical to ensure smooth development and the release of a successful product. Here are key contributions that both PMs and UX teams make to this phase:

1.1. Bringing Business Motivation

Both PMs and UX should ensure that the development team understands the business motivation behind the product feature. This involves:

1.2. Delivering High-Fidelity Prototypes

For the development team to work effectively, UX designers need to:

1.3. Estimating Impact

PMs and UX work together to estimate the expected impact of the solution:

1.4. Supporting During Development

During the development process:

2. Post-Release: Measuring Impact and Iterating

Once a solution is released, it’s important to measure the impact:

3. Use Cases for Inspiration

Here are some real-world use cases that illustrate the importance of cross-functional collaboration and creative problem-solving.

3.1. Virtual Sunglass Shopping Interface

One example is an innovative interface created for trying on sunglasses in a physical store using an iPad. This solution allowed users to virtually try on different sunglasses, helping them remember and compare options.

Problem: Shoppers often forgot which sunglasses they liked after trying on multiple pairs.

Solution: A digital interface allowed customers to try on sunglasses virtually, making comparisons easier and improving their shopping experience.

3.2. Netflix: Moving from Pay-Per-Rental to Subscription Model

Netflix’s evolution from a DVD rental company to the streaming giant we know today involved several key pivots, many driven by PM and UX collaboration.

In 1999, Netflix was competing with Blockbuster’s in-store rentals by offering online DVD rentals. While initially successful, the company struggled to keep up with the cost of renting new releases, which were much more expensive to stock than older films.

Problem: New users overwhelmed Netflix by renting mostly new releases, which were expensive for Netflix to maintain.

Solution: Netflix implemented a recommendation system that encouraged users to watch older, less costly films, offering a balance between new and old movies. This strategy reduced Netflix’s operational costs and improved user satisfaction by suggesting relevant content based on user behavior.

3.3. Google AdWords: Ranking Ads by Relevance

In the early 2000s, Google faced a dilemma with AdWords, where high-paying advertisers ranked at the top regardless of relevance to users. While profitable, this system often displayed irrelevant ads, diminishing user satisfaction.

Problem: Users were frequently presented with irrelevant ads, which hurt the experience and potentially the brand’s mission of providing relevant search results.

Solution: Google’s engineering team proposed a new model that ranked ads based on both the price paid for the keyword and the relevance of the ad, as measured by user click-through rates. This balance improved the user experience without sacrificing ad revenue.

4. Key Takeaways

4.1. Define Clear Business Objectives

Always start with a clear business objective and define the key result or KPI that you’re aiming to impact. Understanding this from the outset will guide all decisions moving forward.

4.2. Involve the Entire Team in Discovery

Including stakeholders from different departments in the discovery phase leads to more comprehensive solutions. Different perspectives can lead to ideas that the core team may not have considered.

4.3. Reduce Risks During Discovery

The discovery phase is the time to test ideas, reduce risks, and validate assumptions. Avoid rushing into development without first confirming that your proposed solution is viable and will meet user needs.

4.4. Experience Goes Beyond the Interface

While improving the user interface is important, true solutions often require changes beyond the surface level. Collaborating with various departments such as operations, credit modeling, and technology can yield unexpected and highly effective solutions.

5. References for Further Reading

This document offers a comprehensive overview of the roles that PMs and UX designers play in the delivery phase and highlights how real-world use cases can inspire effective product development. By understanding the collaborative nature of product creation and delivery, teams can reduce risks, ensure alignment, and drive successful outcomes for both users and the business.