Caution to all you product manager folks out there:
BEWARE OF LOW-HANGING FRUIT
When it comes to building a product, everyone knows you must make trade-offs, but prioritization is hard.
There are competing priorities from:
- Customers
- Stakeholders
- CEO
- Developers
- Designers
- Other product managers
And the list goes on…
Product managers must ensure they prioritize the right thing and deliver value to both their customer and the business all while making sure they don’t end up with a product that looks like Frankenstein’s monster.
PS. “feature-rich” isn’t always a good thing. Too much complexity in your product can confuse your ideal customer.
So how do you go about prioritizing the RIGHT THING to build next?
Don’t worry – we have a framework that will make you become a prioritization rockstar and channel your inner Steve Jobs.
Funny enough it deals with apples (no pun intended).
Our Prioritization Framework
This framework will help you:
- Visualize your competing priorities
- Facilitate discussion with stakeholders on what to prioritize
- Avoid falling into the low-hanging fruit trap
Here is how it works:
Simply put Value on the y-axis and Effort on the x-axis.
From there, place your competing features ideas on the matrix based on their effort and value.
(PS. if you want to get fancy, you can color code your features by whether they provide value for your customer or your business. Also, whether they are a net new idea, an existing feature enhancement, or a technology enabler)
This will help you visualize where your competing feature ideas and requests stack up:
Quick Wins (High Value and Low Effort):
Do these first. No matter what.
This is a win-win at its finest. Easy for you AND valuable for your customer (can life get any better??).
Don’t Do (High Effort and Low Value):
As the Whos say to the Grinch, “I wouldn’t touch you with a 39-and-a-half foot pole”
Get these ideas out of your mind and, more importantly, off your product backlog.
It doesn’t matter if your CEO is requesting it. Show them this framework and say, “NO.”
Major Projects (High Value and High Effort):
This is where things get a bit more tricky…
Most folks get overwhelmed by these and shelf them for a sunny day.
The problem is that, many times, this is where those strategic differentiators live. There is no better way to build a moat around your product than to build the hard things that your customers find the most value in.
If it was easy, everyone would do it.
Think hard about these and don’t discount them just because they are difficult. Focus on those features that align with your strategy and truly help you stand out in the mind of your ideal customer.
Trust us. It is worth it.
Beware (Low Effort & Low Value):
These are the fruits that will lull you into complacency and, as a result, leave you with a product that looks more like Frankenstein’s monster and less like something your ideal customer wants to buy.
While these features are easy to deliver and easy to justify, they are also an easy way to fall into the low-hanging fruit trap.
Don’t be that product:
- The product that tries to serve everyone
- The product that has so many features, no one has any idea what it actually does
- The product that is so confusing, that people give up after a day of trying to use it
Be selective.
Be smart.
And don’t be afraid to take on the major project.
Your customers will thank you for it with repeat business and extended contracts, and your business will thank you for it in the bottom line results you are driving.
Do you need a product management guide?
Our product management experts help you build a process for prioritization that will deliver a solution your customers will love backed by product management best practices and proven frameworks.
We work collaboratively with you to bring your product idea to life, understanding your business goals and key metrics to define a solution that delivers value to your business and your customers.
No matter what phase you are at in your software solution journey, HatchWorks can help you accelerate your path to success.
In the midst of ever-changing product expectations, User Experience research is a critical step in validating that a Product team’s concepts are on the right track.
It not only fosters alignment between an idea and the reality of what your users actually want and need, but UX research also allows teams to fail early and adapt before large sums of time and money are spent on implementation.
But before diving headfirst into user interviews, it’s important to define a solid foundation so that the process runs smoothly.
Know Your User
Structuring UX research is first and foremost about clearly defining the target user of your product. Of course, there can be more than one target user in your orbit.
In general, try to unpack the psyche of those who will have the perspective you need to make informed decisions.
- What are their tendencies?
- How and where do they interact with your product?
- What motivates them?
At this stage, it’s important to think critically and explore as many factors about your ideal user(s) as possible. Never assume “you just know” your user.
In practice, having your target user(s) defined upfront will help your team form more relevant UX research studies. For example, “Let’s put concepts X and Y in front of persona Z because those concepts present features that will resonate with their needs.”
Get Buy-in
Setting a solid research foundation is also about internal alignment, transparency, and dialogue. Be sure to involve stakeholders and decision-makers from all competencies of your business in open, formative conversations around the goals and intention of the research.
The input and perspective you gather here will ensure that you have a clear picture of organizational goals and expectations. This dialogue is also an opportunity to garner internal buy-in, support, and an overarching appetite for the research outcomes, which will add tremendous momentum and help ensure a successful study.
Align and Focus on Your Research Goals
Once your target user is defined and internal buy-in is established, your team must set a narrow focus on exactly what will be tested and explored during the research sessions. This is necessary in order to run efficiently and get optimal feedback.
Your team must understand the relationship between your research goals and the flow of the questions in your discussion guide. Interview sessions can (and often do) fly off the rails. Having a firm grasp on goals will help your team improvise and naturally steer the respondent back to providing valuable insight.
While the goals and scope of UX research can vary greatly depending on the maturity of a product, your team should always be grounded in keeping it simple, maintaining focus, and taking one step at a time.
Keep your UX research goals within the realm of what you can realistically assess and accomplish at your current state.
Also, be prepared to do it again and again…and again. UX research is never “one-and-done”. It is fluid and ongoing. Gather findings, analyze and learn, then adapt and expand your approach accordingly in the next study.
So, what do you do with all of the valuable data from your research?
Tips for Organizing Your UX Research Data
- Before research even begins, teams should take time to choose and/or build their own model for organizing and analyzing user input. This can be as simple as using shared documents and spreadsheets, or more robust applications such as Airtable and Miro. It’s really up to the team’s comfort level.
- Teams should also test-run their process with generic data to ensure everyone is on the same page. For example, if a team decides to use mind mapping to organize user input, make sure everyone agrees upon what constitutes a core concept, a branch, and a sub-branch.
- Time is of the essence! Debrief and begin analyzing user input immediately after each interview. Having the interview fresh in your mind will ensure a quicker, more fluid analysis.
Summary
When defining your user experience research process, remember to clearly define your product’s target user(s), seek organizational buy-in for your research goals, and set a narrow focus on what will be tested. Your research has the potential to validate your product concepts as long as you establish a solid foundation for a smooth process that can be repeated and iterated upon.
Do You Need Help with UX Research?
Our experts can help you define and execute a comprehensive UX research study to validate and build confidence that your product is on the right track.
No matter what phase you are at in your software solution journey, HatchWorks can help you accelerate your path to success.
My First Experience at a Best-in-Class Workplace
Only 4 weeks into my brand new role as the Marketing Manager at HatchWorks, it was announced that we had been honored as a 2022 Best Workplace by Inc. Magazine, which is known for its annual rankings of the fastest-growing privately held companies in the United States, called the “Inc. 500” and “Inc. 5000.”
I’d never worked at such a prestigious company before, though it had always been a major ambition of mine. Previous employers have won local awards, broke sales records, and achieved a variety of unique wins within their industries, but being recognized as a great place to work requires the effort, input, and dedication of the entire team.
As I set my sights on new employment opportunities, it was no longer enough to be a record-breaker or industry disruptor. The company I wanted to work for also needed a strong team culture that would allow me to be myself and perform beyond my current capabilities. Like millions of other employees, I participated in “the Great Reshuffle,” seeking more fulfilling roles with greater flexibility.
The Great Reshuffle
According to the Bureau of Labor Statistics, as of February 2022, the US unemployment rate reached 3.8%, only 0.3% higher than February 2020, a month before the pandemic shuttered businesses and schools across the United States and the world.
During that same period, we’ve seen the quit rate of US employees continue to rise as they seek better opportunities; however, hire rates also continue to rise, outpacing the number of Americans leaving their jobs.
Current trends indicate that workers are reassessing how, where, and why they work, with job seekers prioritizing remote work, new roles, compensation and benefits, culture, and improved work-life balance. Workers are empowered and actively demanding more from their workplaces.
In alignment with these trends, I prioritized three specific qualities that I was seeking in an employer:
- Exciting and challenging work,
- Intelligent, kind, and driven colleagues, and
- Engaged leadership that promotes positive culture.
Needless to say, I found all three of these qualities and more at HatchWorks.
What makes HatchWorks a Best Workplace?
HatchWorks has been recognized as a Best Place to Work three times in the past 2 years, including the latest recognition from Inc. These awards have a rigorous evaluation process involving employee surveys and 3rd party audits that cover management effectiveness, perks, fostering employee growth, and overall company culture.
The Atlanta Business Chronicle recognized HatchWorks as a Best Place to Work in 2020 and 2021, highlighting that they go above and beyond to keep their workforces happy.
This commitment to being a best workplace has propelled HatchWorks growth as shown by ranking on the 2021 Inc 5000 list of Fastest-Growing Private Companies in America.
How Has Hatchworks Helped You To Grow Or Develop?
I knew going in that HatchWorks, while a relatively young company, was gaining significant acknowledgment in the software development and product design industry year after year. That said, I was still shocked at how quickly I felt like a member of the team.
Our CEO, Brandon Powell, acts as the primary driver of company culture, making himself open and accessible to his employees and facilitating great communication to a team that is spread across the US and Latin America.
Company leadership and senior-level employees not only made me feel welcome, but they also made me feel needed. My personal brand and social media activity was encouraged for the first time in my career. My coworkers immediately asked my opinions, even though I was one of the new guys.
Our Agile methodology allowed me to hit the ground running, collaborate with team members across multiple departments, and impact our outgoing communications within days of starting of a new job.
Why Do Our Customers Love Hatchworks?
I could go on and on about the positive experiences that I’ve had as an employee over the past couple of months, but it’s not all about me. Our core values at HatchWorks encourage us to put the team before the individual and to create raving fans of our customers.
When you read our customer reviews, you’ll notice these recurring themes and comments:
- We are flexible, responsive, and personable.
- We set clear expectations.
- We have a strong structure to guide the process.
- We deliver great quality work.
- We are your strategic partners.
These qualities didn’t happen by accident. They are the result of the combined effort of the team at HatchWorks to create a great workplace, one that values its team members, their time, and their lives outside of work.
Hear from Other Hatchers:
Why Join the HatchWorks team?
If you’re wondering like I was if the “Great Reshuffle” represents an attainable opportunity and not just an over-publicized trend, I encourage you to reach out to those companies that have been recognized for their commitments and efforts to make quality workplaces and long-lasting relationships. I was fortunate enough to find the role I needed at a company that fills me with pride.
If you want to be a part of a growing, multi-award winning company, consider applying at HatchWorks today. Our employees are chosen not only for their skills but their values and respect for their peers’ strengths and contributions — the true essence of a team.
We intentionally strive to create and support diverse and inclusive teams that bring together people—each with different points of view that make us and our work better.
We are always on the lookout for employees who are passionate, tenacious, selfless, intuitive, creative, and curious. Does this sound like you? If so, we’d love to hear from you.
ATLANTA, May 10, 2022 — HatchWorks, a leading provider of software development services that help technology leaders imagine, modernize, and accelerate their business-critical projects through integrated US and Nearshore Agile teams, has been named to Inc. magazine’s annual Best Workplaces list, a comprehensive measurement of American companies that have excelled in creating exceptional workplaces and company culture.
Inc. selected 475 honorees this year. Each nominated company took part in an employee survey, conducted by Quantum Workplace, which included topics such as management effectiveness, perks, fostering employee growth, and overall company culture. The organization’s benefits were also audited to determine overall score and ranking.
“Our culture drives everything we do, and everything we deliver.” said CEO Brandon Powell. “This recognition provides validation we are doing the right things and gives us the energy to make HatchWorks an even better place to work.”
Hatchworks provides software strategy, development, and experience design services to Healthcare, Financial Services, and Communications companies to name a few. Since its start, HatchWorks focused on building a best workplace through its culture. This includes:
- Recognizing and rewarding those who embody its shared core values.
- Establishing a profit-sharing program, giving 10% of profits each quarter to the team.
- Embracing DEI through our core values and recognizing the value of different experiences and perspectives.
- Taking care of our employees and giving back to their communities through the HatchFutures organization.
This commitment to being a best workplace has propelled HatchWorks growth as shown by ranking on the 2021 Inc 5000 list of Fastest-Growing Private Companies in America and being named to the Atlanta Business Chronicle Best Place to Work list 2 years running.
“Not long ago, the term ‘best workplace’ would have conjured up images of open-office designs with stocked snack fridges,” says Inc. editor-in-chief Scott Omelianuk. “Yet given the widespread adoption of remote work, the concept of the workplace has shifted. This year, Inc. has recognized the organizations dedicated to redefining and enriching the workplace in the face of the pandemic.”
About HatchWorks
HatchWorks is a multi-award winning company focused on software strategy, development and experience design. They are headquartered in Atlanta, GA with offices in Chicago, Dallas, and Washington DC. Their Latin America headquarters is located in Costa Rica with presence in Colombia, Peru, Argentina, Mexico and Guatemala.
About Inc. Media
The world’s most trusted business-media brand offers entrepreneurs the knowledge, tools, connections, and community to build great companies. Its award-winning multiplatform content reaches more than 50 million people each month across a variety of channels including websites, newsletters, social media, podcasts, and print.
About Quantum Workplace
Quantum Workplace, based in Omaha, Nebraska, is an HR technology company that serves organizations through employee-engagement surveys, action-planning tools, exit surveys, peer-to-peer recognition, performance evaluations, goal tracking, and leadership assessment.