Product Case - You Love

Name any product you love and any product you absolutely despise and explain your reasoning for both cases. And how would you improve upon them?

Apple AirPods++
Outcome
Provide physical and noise interference free wireless music/audio
Assumptions:
Already own at least one Apple Device - iPhone or MacBook in the last 10 years
Targeting ear phone user not over the head ear phones
People who comfortable with wireless
Bone conduction
Alternatives
Android phone user
LoudSpeaker on the phone
Laptop speakers
Corded headphones
Competitors → Google, Samsung and Bose, Sony etc.
Persona that are going to be using this product
Persona
0
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Persona
Fear, Dreams, Anxiety
1
Traveling Tom
Hassle free (cordless) and automatically connect to the numerous Apple devices that you use in a day, without worrying about recharging; Travelling its easy to store, slips into a pocket; High fidelity
2
Work-out Wendy
They love to find time within a workday to get their exercise in; Day is unpredictable — Flexibility portability, ease of use, sweat resistant
3
Around the Clock Arvind
Moving around they want a hassle free way to listen to the music of their choice around the clock
4
Propensity for Carelessness
Form factor of current Airpods makes it hard to find when lost
5
High Fidelity Frank
Someone who is particular about the quality of the sound
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Product Strategy

For users who are on the move and require hassle free audio listening
Apple AirPods are a type of earphones
that are in the EarPhone category
that makes cordless, high quality audio available on a long term basis
Unlike, Bose, Samsung, Google
this product is highly focused on providing the best integration for users on the move
Jobs to be Done
0
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Name
Exploring
Test (30 Day)
Continuous Use
1
Travelling Tom
Website, Reviews, Price, Colors, Travel Equipment ...Online
Minimize syncing with different devices; Charging time
This product to live up to their expectation — Robust
2
Work out Wendy
Reviews, Friends, Bloggers, Physical Instructor, Coach
Test for portability, range, quality of sound/audio; Sweat resistant;
Debugging why its not connecting;
3
Around the Clock Arvind
Speciality music equiment sites, blogs, Reddit, Twitter Social Media
Integrations with the music apps that he listens to
Extensibility
4
Careless Carrie
Figuring out how many really lose AirPods;
Stress Testing how secure they really are;
How difficult is it for me to retrive the device?
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Inputs to the Roadmap
Customer Delight → JTBD
Metric Movers → Adoption
Customer Requests → Customer Support, Twitter,
Technical Debt → Infrastructure
Prioritization Framework → RICE
Reach → Product Manager
Impact → Product Manager
Confidence → PM / Program Manager / Engineering Manager
Effort → Program Manager / Engineering Manager / Engineers
Problem Based Roadmap Ver 1
0
Now
Next
Later
1
Exploring Online - Build trust and transparency for them - Phase 1
Integration Phase 2
Integration Phase 3
2
Integrations - Phase 1
Exploring Online - Build trust and transparency for them - Phase 2
Portability Phase 3
3
Portability and Range - Phase 1
Portability Phase 2
Exploring Online - Build trust and transparency for them - Phase 3
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Problem Based Roadmap Ver 2
0
Now
Next
Later
1
Integrations 1
2
Integrations 2
3
Integrations 3
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Metrics
HEART
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Metrics
Goal
Signal
Metric
1
Happiness
Make people talk about AirPods to 3 friends in the first 3 months of purchase
Form that asks buyes how they heard about the product
Referrals from friends / Total Purchase
2
Enagement
3
Adoption
10% more adoption over the current user base
Reviews; Survey; Reading Specifications for the new features we added
Number of visitors to the new product specifications page / Total Buyers per month
4
Retention
5
Task Success
Easy to create profiles
Drop off rate
Number of people who sign up but don’t create a profile
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