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Product Management
If you’re publishing a website that is driven by content, as most are these days, then there are two key building blocks you should begin with before you even consider hiring a designer or developer:
1. User Personas that will visit your site
2. Content model of your site
Getting these two simple things correct at the very outset will ensure your site is setup to be well ranked in Google search results. It’s the online equivalent of surveying the land and putting in deep foundations when you build a house.  

What are User Personas?
User Personas are a term thrown about a lot by “digital people” trying to make the landscape seem more complex than it is, but there’s nothing complex about them. At a base level, your user personas are the groups that your client base falls into – broken down into all the relevant information that client may be looking for and their habits and likes. For example, if you take our site, some of our customer user personas would fall into the below categories:

1. Small to Medium Sized Publishers
– Typically a business that is sub-75 employees
– Produces content that is distributed online (via websites, mobile apps, content aggregators etc)
– Has a small tech team but limited holistic digital expertise in the form of product management or SEO specialists
– May have one or more sites that are not yet responsive in nature

2. Real Estate Companies
– Franchise, regional or national
– May have an IT team but no in-house digital expertise in the form of product management or SEO
– Require assistance on improving their online presence to maximise customer leads on potential properties for sale

3. Start-Ups
– Still in the stage of boot-strapping, yet to hire digital expertise in-house
– Need help with turning their idea into a product and doing the logistical thinking around factors that could impact that product’s success
– Actively pursuing a product in one of the following areas: mobile apps, responsive websites, music streaming, mobile SMS & IVR
Or, another example would be a real estate website. Think of all the possible customers it has and then list those customers in order of importance, e.g.:
– Prospective Sellers
– Potential new franchisees
– Property Developers looking for contact details
– Other agents who want to work for the company  
When creating user personas try to come up with as much detail as possible. Make them a real person, give them a name, age, family status etc. All of this information will assist you in getting inside that persons head and will ensure your site is best tailored for them.  

I’ve got my user personas – now what is a content model?
Your content model should be the next thing to consider. A content model is exactly that, a description of all the types of content you plan to include on your product or website, information on how that content will interact with one another and details on what type of content should be structured versus not structured. Google gives ‘extra points’ to sites that have a well structured content model which makes it easier for it to read.

By having structured data, you can then more easily manipulate that data in future without having to reverse engineer your code. An example here may be a recipe website which has been created with a structured content model and taxonomy. Having this in place means that you can easily search on all recipes which are “Thai” in cuisine and you can sell advertising against those. It also allows you to easily extract that data from your CMS and promote it via a partner website. You can more easily manipulate that data by running a database query so that for every occurrence of the word “chicken” inside ingredients, you can insert a sponsor name in front.

Building the foundations that your business runs on is more important than the speed with which you get your website live. Solid foundations will lead to a more sustainable, stronger, business in future. If this article has inspired you and you’d like to find out where you can improve online to better your business, contact us for more details.  

User persona image borrowed from Roman Pichler – if you don’t know agile and want to learn, his books are a great start.
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Agile, Product Management, Professional Development
Now that we’ve established what a product manager does, just how does that product manager prioritise competing requests that come from all areas of the business? In our mind there’s only one way to do this: Business Value.  

It’s important to note that business value doesn’t just refer to actual dollars brought in but to the long term value of the product and its users – all of which can easily be traced back to dollars, but it’s not just about sales!

There’s a common misconception that perhaps the way to make sure you get your requirement easily seen to is to be the best salesperson for that requirement. We reject that statement – strongly. It’s not about razzle dazzle, it’s about how valuable that feature is to the overall business.  

How do you assess business value?  
It’s not an exact science and it’s not expected to be, but it’s the best tool you have to gauge priorities in development. Take into consideration all angles:
– How does it tie back to the overall business and product vision?
– Is it a USP and something that will set you apart in market?
– What is the associated effort from the team to put it in place?
– Is it attached to a commercial campaign or will it drive user acquisition – how much of each is it worth?
– Are there other reasons you might consider doing it (to get an internal department on side for example)?  

Once you have all the answers to these questions it’s time to do some maths in your head. Add up all the pieces and then weight them relative to all the other requirements in your backlog. The ones that come out on top (have the biggest “bang for buck” so to speak) are the ones you do first.  

Now you continue to iterate on these calculations, always re-estimating and re-evaluating your bang for buck to make sure that your team is working on the items with the highest business value at any one time. By working in this way it may not always be obvious why you have chosen specific features (they may be hard to develop) or why you have said no to some features (when they are easy to develop but don’t tie back to the business vision) but you’ll always be working on the right thing.  

If you’re after a bit more insight into the overall agile product owner process, watch this video on YouTube.

Image Credit: Photo by bonneval sebastien on Unsplash
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Emerging Technology in Advertising, Mobile Optimisation, Product Management
It seems that ad blockers are getting more and more air time these days, with many in the digital media industry confused about just what they mean for your business. We’ve taken a look and have given the basic facts on what you need to know if your online business is ad-funded.

What are ad blockers?
Ad Blockers are a software tool that users can download and install to run on their browser (on any device) which will prevent your ads from showing. They can be downloaded for free, or users can opt to pay for a more premium version. Some run on an open-source honour system, requesting that users pay what they think is fair. Typically, they block any ads from being shown on a page, for example on smh.com.au:

With ads:

Screen Shot 2015-08-18 at 7.53.25 am


Without ads:

Screen Shot 2015-08-18 at 7.53.53 am
For the end user, they get a much clearer reading experience and, one would argue, a slightly faster load time.  

What is the usage of ad blocking software?
As with any product, there are always early adopters and usually they fall into the categories of adult entertainment, gaming and tech. So if your business falls into one of those categories, it’s time to start coming up with a backup plan. There are 144 million ad blocker users worldwide, which is growing at a rate of 70% year on year. As it grows, your potential revenue pool shrinks – so it’s time to act now. Usage is highest amongst those between 18-29 and skews towards the male demographic.  

Who are the companies who are building ad blockers?
There are a good few options out there for users: Ad Blocker Plus, uBlock, AdGuard, Fair Blocker but contrary to popular belief this isn’t something being done only by the little guys. Apple’s next iOS release (iOS9) will make ad blocking a reality for web developers, allowing them to create extensions to prevent ads from loading and block cookies amongst other things. All of which goes hand in hand with some improvements they’re making to their News app (a similar idea to Flipboard), where they are encouraging digital publishers to provide their content and opt-in to iAd (Apple’s ad serving software). So when ad blocking goes mainstream on iOS, the only way to monetize digital content through ads will be through Apple’s own ecosystem.  

Where does all this sit legally?
Coming after the business model of a company is nothing new and the internet has transformed the business model of many a company – you only have to look at the music industry to see that.  Some ad blocking companies maintain a whitelist which insists that:
  1. Ads are easily identifiable
  2. Ads are non-intrusive to the user experience
  3. Ads must be appropriate for the site that they are being served on
All of which seems to be reasonable. But one company, AdBlock Plus, when reviewing those sites that have requested white-listing, makes a determination of the size of the company, and if they are big enough, then has their parent company request a fee before going through the white-listing process.  

What are your options to defend your business revenue?
It’s clear customers have had enough of intrusive pop-ups, overlays and interstitials. At a time when the other buzzword in the industry is viewability, how do you make sure your advertiser clients get their ad seen by your users without hampering the site experience? Native content is one way to go. Rather than having advertising that doesn’t relate to your users, have the kind that is meaningful and useful for them. Just make sure not to ad serve it – otherwise, it’ll get blocked in the process!
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Agile, Product Management
A friend of ours used to joke that the name of this company should be Vertical Slice because of the number of times we’d say it in a given day and how we’re forever having to explain to new people just what it means. It’s an agile term and yes, I know it sounds like we’ve drunk the kool aid – because we have.  

So, just what is a vertical slice? Well it’s one way of describing a software development practise that can be applied to pretty much anything in life and it boils down to this: rather than developing different pieces of the puzzle in isolation, instead, work on making the smallest possible bit of the puzzle all work together end-to-end first.

For example, if you were making a trifle you would start with a very thin mould (thin slice) where you layer all the ingredients in on top of one another, leave it to set in the fridge immediately (where it sets much quicker because it’s not the full cake), then take it out, test it out and see what it tastes like (the customer response).  

mke-agile-032014-slicing-the-cake-user-story-decomposition-4-638
There are lots of advantages to developing this way. In the first instance, because you’re making all the layers of the cake work together at the start, you inherently reduce your risk of blowing your deadline by working with technologies that might be difficult to integrate. You identify problems much faster, thereby giving more time in the project for thinking of a solution (rather than the converse which would leave you at the end of the project rushing to make layers work together).  

Secondly you get to demonstrate a version of the end feature to your customer much faster, meaning you can learn from their feedback about whether this was what they wanted in the first instance and what you can do to improve the feature based on their actual requirements (not just what you think their requirements are).  

Thirdly, it gives you the option to launch the full product faster. You cut out wastage in developing features and functions that are not desired by the customer (no matter how logical they may seem to the feature team) and, if needed, you can launch a solution that makes a date requirement but doesn’t necessarily have all the bells and whistles that originally were envisaged. Meaning you get to market faster than your competitors.  

We could go on but you get the idea. Take your requirement and boil it down to the simplest possible variation. For example, if your requirement is that customers can login to your site, and the full version has login across multiple different types of accounts, start by doing login just with Facebook. Don’t style it in your initial story. Boil it back to the basic requirements: – A customer can login from X device, using X browser, via their Facebook credentials This will give you immediate visibility of any technology problems and allow you to pivot your requirement much earlier without having wasted valuable resource on design.  

*Vertical slice slide borrowed from Dave Neuman @ Slideshare
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Product Management
In short, yes. These days the internet is accessed through a plethora of devices: desktop, laptop, tablet, mobile and even smart watch. So what do you do when it comes to designing your website and which device do you design for? The majority of internet traffic is migrating towards tablet and mobile – Facebook apparently has more than 70% of its access from mobile devices – so you need to design for them all, and the only way to successfully do that is to design responsively.  

1. Start with the user and the content
Content, content, content. Who are you building the site for and what types of content do they expect to see? How are you planning on connecting your content so that your user can find more content that is relevant to their needs? Think about the types of use cases that will be involved and what that means for your content length, style and tone.  

2. Make the decision to design responsively, not adaptively
True responsive design continues to change even after the page has loaded – unlike adaptive which loads the size of page most suitable for the device size it believes you are on. You can see this in action by dragging your browser window to make it bigger and smaller – if the site resizes, it’s responsive; if it doesn’t, it’s adaptive.  

3. Mobile First
Do the most difficult thing first, so now that you’ve established your content hierarchy, work out how that’s going to fit on the smallest possible screen size. What will it look like? Is it logical? Will someone be able to use it while they walk? Crack the mobile layout and the others will flow way more easily.  

4. Test and Roll
This should really go without saying, but make sure you’re testing your design, not just for functionality, but for usability. Don’t design for an end state that a user might not want. Technology moves too quickly now to do end state designs for every screen of a site, so do the design as part of an agile development process. You’ll thank me later.  

5. Make sure your designers and developers communicate constantly
A great design is fabulous, but if the effort to do that outweighs the business value associated with that feature then you need to revise the design – and vice versa. If the feature has masses of business value, make sure you tell the designers so that they can spend a bit of extra time on it.
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Emerging Technology in Advertising, Mobile Apps, Mobile Optimisation, Product Management
A study from eMarketer notes that adverts on mobile web gets considerably more click throughs than adverts displayed via mobile apps. It’s a fairly significant difference, with 35% on mobile web, and 26% on mobile apps. So what does that mean for publishers who run an advertising model? Likely that it’s time to pursue a two pronged strategy similar to the one that the New York Times has been attempting.

Give those customers who are new and find you via search, Facebook and other social channels access on the mobile web with ads and native sponsored content and focus the effort on developing apps which are single purpose and not free to download – similar to the New York Times Now app which is $6 per month and gives users a summarized version of the top stories from NYT.

These apps should be directed towards your loyal customers, who are coming to you because of the types of content you provide and the brand recognition you have built up. Key to this strategy is remembering the different use cases that your customers have on mobile, and then the difference use case between mobile web (often a push scenario which is more transient) and apps (a pull scenario which is more consistent). Monitor your results, and in true agile style – inspect and adapt.
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Mobile Apps, Product Management

The fitness space in digital technology has always been full of companies who think that their invention is the next big thing that will change the market. There have been lots of great ideas and moving into 2015 we decided to explore the best of them. The ideas that will change the way you keep healthy, and might change the world’s fitness.

1. Smart Contact Lenses: Novartis and Google
This is one of our favourites. One day soon it should help with an individual’s management of diabetes. Rather than diabetics having to monitor blood sugar levels by taking small blood samples, in future they’ll be able to be alerted automatically without doing anything. The premise is simple: wear contact lenses which will monitor blood sugar levels via your tears, this information is then relayed back to servers via a tiny antenna contained within the lenses. Genius!

2. Smart Watches: FitBit
FitBit recently announced their new fitness tracker which combines all the elements of a normal fitness tracker, with a smartwatch. It’ll begin shipping in February for around $250 (USD). It has a heart rate monitor, built in GPS to track your distance and speed, and will send alerts when you receive a new call, text and are playing music.


3. Smart Music: Dry Case

Speaking of music, there are only a few companies out there who are making technology for the swimmers amongst you. The ability to swim and listen to music at the same time has always resonated with people and spawned the evolution of underwater speakers. But what if you don’t want to share your music with others (or they don’t want you to share it with them)? The best solution for those who use Spotify through their mobile phone is the Dry Case. It’s big enough to hold an HTC One M8, comes with an armband, and underwater headphones sold separately. There’s a bit of drag with the armband when swimming, and they could do with making one that is specifically swimming orientated, but it’s a great way to keep yourself doing laps for hours.

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Mobile Apps, Product Management

Back in the day it was a novelty to hear the “AOL You’ve Got Mail” sound which was forever immortalised in the movie with Meg Ryan and Tom Hanks – You’ve Got Mail. These days you’re lucky if you get away without having your phone ping every couple of seconds with notifications of new email.  If you’re at your desk, well then you might get a phone notification, desktop notification and notification on your smartwatch.

That sound has come to represent something very different – stress and lots of it. But once you’ve dealt with the spam email you get every day, how can you ensure that you and your team are effectively using email, and not creating more work and stress from it? We’ve seen this a number of times in various organisations and the net result of that cortisol-inducing ping is that your train of thought is interrupted, you get stressed out, and it takes you at least 5 minutes to recover back to what you were originally doing. As a result, your job (the actual one you get paid for) never gets done – instead you spend your life replying to emails, and the more you reply to, the more you get. So here are some tips for reducing the amount of emails you receive.

1. Mark specific times in the day for replying to emails & turn off notifications
Rather than having your email switched on all day decide on specific times per day that you will reply to your emails, and make your colleagues aware of your plans. This will entirely remove that notification that’s vibrating on your desk and pinging on your desktop and means that when you actually reply, you’ll be in the right mindset and not interrupting the tasks you’re doing which need specific thought.

2. If you need to have a discussion, pick up the phone

It’s old fashioned we know, but if you need to have a discussion about something, don’t do it on email – do it the way it as designed to be done, by talking. Otherwise you’ll end up with an email chain that spans days, and doesn’t actually get the timely result you need.

3. Think before you ‘cc’
Carbon Copy is one of our most hated of things – somewhere along the line somebody decided that it would be a good idea to use carbon copy in order to cover their tracks and now it’s used as a mechanism for “you were on the email chain, and you didn’t object, so it’s not my fault”. This is not what carbon copy was intended for. Make a conscious decision about who really needs to be on this chain, and if it’s something you can fill your superior in on during your in person catch up with them and if so, do it in person.

4. Make your subject line appropriate
We admit, we stole this from a friend of ours. If you need someone to take action from a specific email mark it as so in the subject line, with something similar to “Action Required” before a short description of what the email covers. It makes it nice and easy for the person receiving the email to understand what the email is about and whether they need to do anything from it.

5. Know your audience
Are you sending an email to your time-poor C-suite level boss? Are they the kind of person who wants the solution presented first and in concise bullet points? Think about this before you send your email. Use numbered lists and bullet points to keep things clear and only include the relevant information in the email.  

If practising the above five tips gets you someway there, but doesn’t quite solve the problem, try out new email programmes like Google Inbox – it allows you to include all of your email accounts in one place (useful for those of us who have yahoo, multiple gmail , outlook and work accounts), snooze emails to be reminded of them later, and have your most pertinent information shown at the top of your inbox. Finally, accept that it’s unlikely you’ll get your emails down to zero – a bit of a hard one for those of us who have a minimalist approach to life.

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Mobile Apps, Product Management
Ever felt frustrated when you were about to leave for a big night out and had to switch off your music to get into your taxi to get there? Well, now you don’t have to. Uber and Spotify have teamed up so that you can take your playlists straight into your Uber ride with you.

If you’re not familiar with Uber, it’s basically a ridesharing service that uses your phones GPS to locate you, find their nearest registered driver, and direct them towards you – even if you’re not sure where you are. You don’t need any cash, payment is taken straight from your registered credit card. Once you’re in, you control the music, and even the volume – all from your mobile phone. Isn’t technology great?!
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