Today, a brand’s digital products – its app or digital storefront – are as important to its business as the physical goods they sell. We scroll TikTok with our morning coffee, get an Uber to work, and WhatsApp friends throughout the day. Whereas brands once vied for our attention through TV-led branding and advertising campaigns, now their most accessible customer touchpoint sits in our pocket.
The trouble is, if your digital product falls short of expectations, then your brand’s relevance disappears quickly with it. There’s no lag time.
Building digital products is harder than ever - this field has boomed beyond recognition in the last 20 years - but very few people have actually got to grips with what Product really is.
Based on years of consulting with FTSE10 businesses I will share my insights on how the best companies get products over the line - and where the worst ones go badly wrong.
A few years back, I was tasked with re-building a brand's main digital product – its web site – in the most modern way achievable for as low a cost as possible.
We didn't call it MACH at the time – no such acronym had yet made its way across the pond – we just considered it to be the best way available to build a digital product.
What does it mean to be truly composable in the way we build things? What do engineers think of MACH? What should your platform architecture look like to enable innovation?
Design has become unnecessarily complicated. UX has exploded into about seventeen different specialised job roles - creating a whole sector of niche talents who cannot work together.
How should we be doing design properly? What does a good designer look like? What even is UX/UI/CD/UR? How do these work in a world of Agile, Lean, Waterfall and cross-functional teams?
I am available to discuss conference talks.
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