WIP: Verify & Release UX Pilot - Applying strategic thinking to design in Q1 FY21
Problem
Today design behaves as more of a reactive function - replying to requests from Product to develop new functionality or improve a specific feature.
We want to see Product Designers adding value to business in a proactive way to help move the needle closer to success.
In order to proactively suggest improvements, Product Designers need to gain a good understanding of business objectives, user goals, and translate these needs into meaningful design solutions.
Proposal
Complete the Strategy sections on UX Stage groups pages by going through activities below:
Goals and Strategy
Strategy plays a critical role in the success and outcome of business goals. Gain a good understanding of business objectives and user goals by working with Product Manager though one (or more) of the below exercises:
Business Targets and Metrics
Businesses have goals they are shooting for all the time. Understand how do we measure success in your area by collecting the insights from parties beyond your Product Manager:
- Customer Success Team - works with our large and strategic customers to deliver value throughout their journey with GitLab. This team provides guidance to support customer's adoption and continuous improvement initiatives, and therefore has extensive and detailed knowledge about our user's (and prospects) needs for day to day challenges.
- Analyst Relations Team - engages with filed analysts to update them on our product, future direction and strategy. This team works with market research departments to develop our products optimally. Go to team for industry knowledge. Set up conversations with them to better understand where is the industry moving today.
- Product Marketing Managers Team - communicates GitLab business value internally and externally to position GitLab as a DevOps partner and solution. The team is responsible for product positioning, value messaging, and go-to-market strategy to support sales and outbound messaging with analysts, press, and prospects. Product Marketing also facilitates market feedback as key inputs into the GitLab product roadmap, therefore can be a great strategic partner for design.
Competition Analysis
Doing a deep dive and understanding the competition is something that helps drive a better design strategy for your product area.
- What are the biggest competitives in your area?
- What makes competition successful?
- Where can we improve to become stronger?
Market Positioning
- Where they exist in the market today?
- Where do we want the area to be in a year? 3 years?
Customer Funnels (The customer journey)
- Why do users choose to go to your product area?
- What area are they coming from (identify dependancies between stage groups)?
Attend field events
- See this board where we list all the field marketing events and campaigns that GitLab is involved. Choose one and apply to join GitLab booth with a small research project or just to help out.
- Check DevOps events to join in your region to learn more about the field and competition
To investigate (and add here)
- How much will we be able to dedicate to this in Q1 FY21?
- How to track progress?
- How to share the outcomes with other stages?