![]() ![]() You have to be willing to be misunderstood if you're going to innovate. Additionally, they can provide important feedback on a product's performance and help to identify areas where improvement is needed. Stakeholders are important because they can provide important resources and support to an organization. Aligning Stakeholders for Better Feedback and Understanding The PR/FAQ should provide enough detail so people can argue why it's an important feature. Still, you could probably tackle big problems with the same resources. ![]() Your customers could hate this additional mouse click, and you could wow them with another design solution that solves this problem. The PR/FAQ will help test assumptions on the likelihood of the features changing based on customer needs.įor example, if you write a PR/FAQ and the problem you're trying to solve is "a click every day," then test your assumption as to why that feature is important. In short, a single page solves problems that most organizations face when deciding which initiatives will drive business impact. Writing the PR and the related FAQs helps product teams identify features the team should invest in, potential issues that may arise before they occur, and uncover any organizational misalignment - before writing code or starting product development, requesting budget, or moving employees onto the project. – Jeff Bezos Jeff Bezos on Working Backwards The Working Backwards process is not designed to be easy, it’s designed to save huge amounts of work on the back end, and to make sure that we’re actually building the right thing. Done correctly, the Working Backwards process is a huge amount of work, but it saves you even more work later. The PR/FAQ helps you evaluate whether a customer-driven feature will truly make a significant impact. Learnings from reviews and tests can then be used to change to your product or even pivot to a new product. Writing the PR/FAQ Tests Your AssumptionsĪssumption testing is essential in product discovery because it lets you figure out what is and isn't working in your product decisions. Customer-centric businesses also focus on creating long-term customer relationships by providing excellent customer service over the longest time possible, increasing lifetime value (LTV).Īt Amazon, the PR/FAQ is often called "working backwards." This label is because you are working backward from a happy customer and reverse-engineering the details to get there. ![]() Everything is in pursuit of innovating on behalf of customers, and the PR/FAQ is merely the document that captures these innovative ideas.Ĭustomer centricity is understanding customer needs and desires and then designing products and services that meet those needs. At Amazon, it's built into their culture through the mission statement and company values. You can download the template in Notion or Google Docs here:Ĭustomer Centricity is why Amazon's PR/FAQ winsĬustomer centricity is a business strategy that focuses on the customer as the primary stakeholder in the organization. The FAQ should answer any question that a customer might have about the product/feature and give them the confidence to take the next step. The goal of the PR/FAQ is to provide all the necessary context and detail for a customer to understand the product/feature and make an informed decision on whether they want to try it out. At Amazon, this is the single document for product managers to align their product idea with internal stakeholders, clarify customer problems to solve, capture additional detail from other stakeholders (including other product managers), and create excitement across the company before the product team commits to building features. It starts by defining the customer experience, then iteratively working backward from the end until everyone is clear about what to build. That becomes the touchstone for how we invent. We innovate by starting with the customer and working backwards. It's the first step for all product development and is the tool used to build products across the company. The Working Backwards mechanism at Amazon is a way to vet ideas and create new, innovative products or services.
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