GENESYS
Experience Driven Product Operations
Defining an customer outcome-based product strategy process.
Opportunity
Following a review, it was clear to Product leadership that product teams often did not adhere to best practices. For example most teams were not iterative; they seemed to feel the need to ‘get it right the first time —every time.’ Additionally, they jumped to technical solutions before knowing what experience we wanted to provide.
Genesys 2020 Mission
Experience as a Service® (EaaS) is a customer-centric approach to customer experience management that seeks to deliver personalized, seamless experiences across all touchpoints and interactions between a customer and a business.
Approach
We integrated Agile and IBM Design Thinking best practices to the product strategy process and tools.
I gathered post-project feedback from partners and interviewed product team members to understand their roles, responsibilities, and pain points. I collaborated with the Product Management Operations team to assess the current product planning processes and tools.
This helped make product operations processes that were
Customer-centered through Hills & research integration
Iterative through evaluative, flexible, and trackable steps
Scalable through tool integration and tracking progress
Customer-Centered
We defined product objectives and strategies by experience altitudes and measurable customer experience goal statements.
Hills is a single sentence that unite teams to a current mission centered around a customer outcome.
User Enablements are what we want to enable the user to do within the current mission (Hill).
User Stories describe the desired functionality for a user
Example
Hill | An existing customer is able to research, assess, and add chat capabilities to their existing subscription without any sales support.
User enablement | A customer is able to add chat to their existing subscription.
User story | As a customer, I want the ability to view a demo of the chat features so that I can choose the right option for my company’s needs.
User story | As a customer, I want the ability to integrate testing so that I can assess the feasibility and capability to my company’s environment.
Process and tool integration
We defined new processes that integrated research insights, dual-track agile processes, and creative solutioning opportunities for both engineers and designers. This included
Integration in product strategy and project management tools
Concept ideation and testing
Technical research spikes
Design sprints and user testing
We integrated this approach into the Aha! and Jira program management processes which meant we could track from research, to concept, to delivery (including status) across products and experience. We could see how far we were at ANY time getting to our target experiences and outcomes.
Product Management Aha! Tracking
