Consumer Product Group
Update
June 3, 2016 Upfronts
Agenda
How, What, and Why
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Consumer Product: Keys to Success
Cohesive
Teams
Execution
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•
Cohesive Teams
•
Product Vision
•
Product Culture
•
Execution
Product
Vision
Product
Culture
– Durable
– Agile
– X-Functional
– Defined
– Articulated
– Aligned
– Consumer / Customer
Immersion
– Rapid test, Learn, and Pivot
– Empathetic
– Co-Create
– Product Discovery
– Product Development
So… What’s the
progress?
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Currently…
Product
… and that is just for one project
UX
Engineering
4
It usually looks a little more like this (x10):
5
Work flows more fluidly for Type 5s
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….Is Enabled by Durable Teams
Ad Product
Marketing Orbiter
UX Copy
Orbiter
Editorial
Orbiter
Ad Product Orbiter
Analytics
Orbiter
UX Research
Orbiter
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Product
Council
DEALER
AD PRODUCT
Product Lines
OWNERS
Project
Teams
HP/NC/
E-COMM
Durable Team Members Color Key
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Product Leadership
Team
Durable & Project
Teams
Product Council
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But what about the
Strategy?
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CP Strategy PROJECT OBJECTIVES
•
Assess the current situation relative to external and internal dynamics:
– External:
• Consumer needs/purchase journey for new and used cars
• Customer needs and industry/technology dynamics
• Competitive product offerings and likely strategies
– Internal:
• Current and planned consumer product initiatives/strategy
• Current and planned customer (T1-3) product initiatives
•
In collaboration with executive and senior product management, develop a
Consumer Product Strategy and Roadmap for KBB that:
– Emanates from a sound, coherent rationale based on the consumer shopping
journey
– Delights our consumers
– Provides value to our customers
– Achieves an appropriate and commercially viable balance between the two
– Integrates current consumer initiatives and customer strategies
– Provides a 3 year vision and strategic product plan
•
In developing the strategy, specifically create:
– Product roadmap, including near vs. longer term initiatives
– High level implementation plan
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“Creativity +
Iterative Development
= Innovation”
James Dyson
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Design thinking
is "matching
people’s needs
with what is
technologically
feasible and
viable as a
business
strategy”
Why
The premise of Design Thinking is that by knowing about
how to successfully approach and solve difficult, multidimensional problems individuals and businesses will be
able to improve their own problem solving processes and
skills.
It provides effective methods to:
1.
Ideate
2.
Select
3.
Execute
TRADITIONAL THINKING PROCESS
DESIGN THINKING PROCESS
DEDUCTIVE
INDUCTIVE
Flawless planning
Directed trial and error
Avoid failure
Fail fast, learn, and pivot
Large scale test to validate
hypothesis
Lightweight experiments to
formulate and validate hypothesis
Rigorous analysis
Rigorous testing
Arm’s length customer
research
Customer immersion
Continuous, iterative
Linear
Doing
Thinking
TRADITIONAL THINKING
DESIGN THINKING
DESIGNING
FOR CORRECT
DESIGNING
FOR DELIGHT
4 + 4 = 8
8 =4 + 4
=2 + 6
8 =4 X 2
= 12 - 4
8 = 24/3
Designing for right, the correct answer
Discovery of what works…infinite
possible answers, narrow down to best
solution for Consumer & Customers
Agile Product Development

SVPG Agile / Scrum Product Development Process
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
Why “How” matters
BENEFITS OF HUMAN-CENTERED DESIGN
A portfolio of design-centric companies outperformed
the
S&P Index by 228% from 2003-2013…
Source: January 2014 Design Management Institute Study.
Q&A
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