This article will dive into the customer onboarding process. Plus, we’ll explore why onboarding is vital for customer retention and customer education. Then, we’ll provide tips to help you craft the perfect customer onboarding plan. Integrate it into your customer success plan, and you’ll soon make a great impression.

What is customer onboarding?

The customer onboarding process helps to familiarize a new customer with your product. It involves guiding and nurturing users.

The user onboarding experience should cover the entire customer journey, especially if you want to excel in customer success management. The best experiences will include:

• Answers to FAQs
• Step-by-step guides
• Tutorials
• Customer support

Client onboarding should make it as easy as possible for new users to get to know your product. 

Why is customer onboarding important?

Customers might have viewed your ads. Or maybe they browsed your product page or read a glowing testimonial. Either way, they’re going to have certain expectations. It’s your job to meet these expectations. You must also ensure customers realize the advertised benefits as quickly as possible.

This proves to users that your product can do everything you’ve promised. That reduces the chances of getting a negative review because a user can’t figure out your product. 

User onboarding also helps to speed up product adoption and boosts customer satisfaction. A new customer who can make full use of a product is more likely to recommend it to others. Plus, those who like a product from the start are more likely to become repeat customers. 

A customer onboarding experience sets the tone for your relationship with a new user. 

Onboard them onto your product and keep lines of communication open. This shows that you care about their experience. It also lays the foundations for a positive relationship brimming with customer satisfaction. 

Consider the example below. Coda expresses authentic warmth towards a new customer. They start by welcoming them into the community. From there, they provide resources to improve customer education. They also ask questions to personalize the customer onboarding process.

Successful customer onboarding can reduce customer churn. Positive onboarding can reduce customer churn. And it can also increase customer lifetime value. Customers tend to trust companies who care about them. 

Every business should try to foster a positive relationship with their customers. This encourages customer retention and leads to long-term loyalty. Effective user onboarding is a vital step to securing customer loyalty. It should form a key part of your customer success strategy. But how do you develop an effective customer onboarding process? But how do you develop a customer onboarding process that works?

Developing a customer onboarding process

An onboarding strategy provides a clear goal to work towards. It will guide your efforts as you build your customer onboarding experience.

The process will differ depending on your business and product. But, there are a few key touch points. Building your strategy around these is a great place to start.

You can find a customer onboarding template online. These templates make it easier to craft emails for each stage of the onboarding process. 

• Sign-up. The customer onboarding process starts at the first sign of interest. Getting a head start at this stage can even help convert leads into paying customers.

• Welcome email. Once your customer has signed up, you can begin in earnest. A welcome email is a great first step. You can use it to thank them for their business and show them where to get support. Add value right away by mentioning unique features. You can also offer discounts and provide helpful resources that encourage them to start using your product right away. 

• Product demo/tour. This is a great way to show off the main features of your product before your customers get hands-on with it. Does the app have an intuitive UI? Can you integrate with other apps? Show it off here.

• Initial use. This will be the first ‘in-person’ impression that a customer has of your product. You should make the initial setup or login to your product as simple as possible.

• Follow-up emails. Onboarding shouldn’t stop once the customer is up and running with your product. Send emails from time to time to share tips and resources. You can also use these emails to highlight new features and gather customer feedback.

• Text messages. Don’t underestimate the power of well-placed and timely text messages. These give you more ways to build awareness, drive engagement, and foster adoption. Send texts to incentivize or celebrate reaching key milestones in the onboarding process. You can also use them throughout the customer journey. Don’t overdo it though. SMS can become annoying and intrusive for customers. 

6 customer onboarding strategies

Now you know the cornerstones of a strategy, let’s go into more depth. Here are six tactics to get you started.

1. Welcome your customer

As we’ve mentioned, a welcome email is a great start. They have the added benefit of boasting high open and click-through rates. According to GetResponse’s report, welcome emails have average open rates of 63% and click-through rates of 14%. It might not sound like much. But that’s 3x more open and click-through engagement than email newsletters. 

An introductory survey is another helpful tool when onboarding customers. You can use this to capture key information about your customer. This helps to personalize their onboarding experience.

For example, you can ask them about:

• How you can contact them in the future
• How often they want to receive emails
• What type of emails would they like to get 

Query them about the product too:

• Which features are they most interested in?
• What are they going to be using your product for?

The answers can help you create a positive experience that aligns with individual customers’ preferences, wants, and needs. 

The answers can help you create experiences that align with individual customers’ preferences, wants, and needs. 

Once again, don’t overwhelm your users with too many questions. Be strategic about what you’re asking.

2. Put in place user segmentation

User segmentation is the practice of dividing your customer base into smaller sections. It can be based on demographics, location, behavior, and many other factors. 

Let’s take geographical segmentation as an example. In your segmented emails, you can adjust your email copy. This might include local spellings, words, and phrases for that specific place. 

Plus, you can offer location-based content and discounts to encourage engagement. Don’t forget to link to your local domains, too. This could be your .uk domain for UK customers and your .sg domain for Singapore customers for example.

Segmenting your users allows you to provide a more personalized onboarding experience. This way you can create content relevant to specific audiences and share it accordingly. 

Many customers today love staying up to date with the latest tech. These users will receive all news-related content. Meanwhile, those who don’t aren’t subjected to these emails. This increases the chances of them sticking around long-term. 

Doing this ensures every customer receives a high-value onboarding experience. They’ll be able to move through the process at a speed that’s right for them. Plus, they’ll be following instructions and prompts that let them get the most out of your product.

3. Create an onboarding checklist

Break your onboarding process into smaller chunks. This makes it more digestible for your customers. Forget about long-term, time-consuming to-dos. Instead, send customers a series of small tasks that can be easily completed.

Additionally, it’s a great way to keep things organized. You can both see the progress they’ve made and what they’ve got left to tackle.

The ability to check off tasks on a checklist adds a gamification element to onboarding. This helps to keep the process fun and lighthearted, keeping your customers engaged. 

Here’s an example of Canny’s onboarding checklist (custom-built by the Canny team).

Stripo boosted seasonal open and click-through rates using email gamification. They created a gamified newsletter with a word search that, once successfully completed, led to a promotional code. This boosted engagement as well as increased registrations and ebook downloads. So look into it to improve your email marketing and customer onboarding strategies. 

4. Provide interactive customer walkthroughs

You might have provided a product tour or demo as part of your sales process. Now that your lead is a paying customer, it’s time to go into more depth.

An interactive walkthrough is a great way to achieve this, because it educates customers on how to use product’s features and make the most out of them. By the end, customers should understand how they can use your product successfully.

Walkthroughs are an engaging way to get your customers started with your product. Plus, they can refer to them again and again. That means they don’t have to call your live support team. This can be frustrating and inconvenient for customers. Instead, they can refer to your interactive walkthrough and get the answers they need. 

As we mentioned before, make sure you’re not being intrusive. The last thing a user wants is to have their workflow interrupted. So be careful and strategic with your walkthroughs. Test them and be ready to turn them off if you see little to no engagement.

5. Provide support

Interactive walkthroughs may help reduce call volumes. But they won’t eliminate them. After all, nothing works how we want it to 100% of the time!

It’s a good idea to have product support available to your customers when these issues crop up. The faster you can resolve their issues, the faster they can get back to using your product. And the happier they’ll be.

You need to think about the different types of questions and support customers will need. For example, maintaining call center efficiency can be vital when it comes to the onboarding experience. This is because new customers are likely to have numerous questions. They want to have access to robust support with a human touch. 

On the other hand, another great resource is a knowledge base, as they help customers carry out self-serve support. This allows them to solve simple issues in their own time, at their own pace.

Chatbots that use conversational AI are another great resource for providing customer support. They can use knowledge bases and FAQs to provide customer support on simple queries. This gives agents more time to focus on complex problems. Overall, this creates a better customer experience.

Take Canny’s AI chatbot. It can resolve simple queries and offer quick solutions for customers. It can also direct customers to live agents if their questions are too complex. It might also do this if they’d simply prefer to talk to a human.

6. Collect feedback

So, you’ve implemented the above strategies. Chances are you’re providing each new customer with a stellar onboarding experience. But there’s always room for improvement! And who better to tell you than your customers?

Collecting feedback will help you improve your system for future customers. You can do this with simple surveys. You can present these to customers at the end of the onboarding experience. Or you can do this at key points throughout.

Surveys aren’t your only option for collecting feedback, though. Using powerful integrations, you can collect feedback from a variety of sources, including:

• Customer interviews
• Live chat
• Social media
• Sales calls
• Customer service calls

You can then centralize this feedback into one system for easy access. Canny is a great option.

This should provide you with plenty of useful data. These insights will show which aspects of your onboarding experience customers found useful. It also highlights which they feel could use some improvement.

Identifying and addressing pain points in the process is crucial. It will help you reduce churn in your next batch of customers further down the line.

Drive customer loyalty and retention with customer onboarding

Customer onboarding helps engage a new customer and build a long-lasting, valuable relationship.

You can show off key product features and educate users on how to get the most from them. This drives customer satisfaction. And it helps reduce the workload for your support teams.

Remember to get off on the right foot. Welcome customers and personalize the user experience to make it relevant and engaging.

Use a checklist to guide customers through the process. And use interactive tools to show off your features and how to use them.

Provide support where needed, and collect feedback once the process is complete. Before long, you’ll have the perfect onboarding experience.

The post 6 customer onboarding strategies to make a good impression first appeared on Canny Blog.

The post 6 customer onboarding strategies to make a good impression appeared first on Canny Blog.

Either way, you know the struggles of keeping the culture alive when working remotely. Even the most introverted team members feel isolated. Don’t get us wrong, we prefer and love remote work. However, we know it comes with its challenges.

How do we overcome them? Team retreats.

When your whole team travels together, very special connections form.

Let’s go behind the scenes of our latest team retreat near Toronto. We’ll tell you all about the planning, execution, and lessons we learned from this experience.

After every retreat, we send out a quick survey to see what the team enjoyed and how we can improve. We’ll share quotes from our team members throughout the article.

Follow along!

Why retreats?

Especially if you’re a remote-first company, we highly recommend team retreats. They’re a big investment (of time and money), but the benefits far outweigh the costs.

We’ve been doing team retreats since we hired our first person in 2018. From a 3-person to 16-person company, we’ve always prioritized retreats (except for a break during the pandemic).

Everyone always bonds so much during our retreats. People who typically don’t work together start collaborating. Team members who might otherwise stay quiet come out of their shells. Everyone has a chance to share ideas, speak up, and get involved.

Having fun together outside work helps to form special connections between people. Those connections then boost work relationships. We always feel extra energized and motivated after retreats.

“Remote work is like a long-distance relationship. You don’t see your coworkers for 4-6 months and start missing them. When you finally see each other, you have an awesome time together. That’s what makes these retreats so incredible.”

Andrew Rasmussen, co-founder of Canny

This retreat near Toronto was our 8th retreat. We plan each of these retreats ourselves, with no external help. It’s a lot of work, but we enjoy the process and feel very accomplished at the end.

How we pulled it off

As the team grows, planning needs to become more and more detailed and strategic.

Canny started with just two people—me and Andrew. As the team grew, we planned retreats for up to five people, and it was pretty manageable. Finding affordable accommodations was much easier, and everyone could stay in the same place.

Now that we’re a team of 16, a lot more planning is involved.

We’re lucky to have a very passionate and dedicated team that helps organize. For Canny Cottage, six of us volunteered to help with retreat planning.

Note: we created a Slack channel to get this going. Anyone can join, but everyone who does has to contribute. That’s our only rule: no lurkers! 

We typically start planning the next retreat as soon as the last one is over. Here’s how it goes.

Choosing dates

Personal trips and other commitments often get planned 3-4 months in advance. We lock in the retreat dates early so everyone can block their calendars.

First, we send out a survey to see which dates work for everyone. Usually, we do a spring and a fall retreat. Summer and winter tend to be busier for people, and we try to avoid intruding on anyone’s personal lives. We also want to make sure most people can attend—this maximizes the value we get out of the retreat.

We always plan our retreats to include a weekend so we have full days away from work. From there, we keep things flexible.

During our previous retreat in Japan, the weekend was rainy. Instead of trying to enjoy Japan in the rain, we shifted our schedule. We spent Friday outside and worked on Sunday.

We used the same strategy this time. It works really well! It’s also easier to book most things on weekdays.

Tip: Choose dates early—3-4 months in advance. Ask for everyone’s availability using a survey and optimize for the majority.

Picking a location

Once we find the dates that work, we start brainstorming destinations. Here’s what we consider each time:

• Visa requirements
• Flights and layovers (we have team members in the US, Canada, Spain, and Turkey)
• Accommodations
• Activities and meals
• Safety and security
• Costs for all of the above

In the past, we’d been to Portugal, the Czech Republic, Croatia, the USA, Spain, Mexico, and Japan. Right now, more than half of our team lives in Canada, with six in Toronto. That made picking Ontario an easy choice, especially after a Japan retreat. 

This time, we wanted to focus on accommodations over the destination. We wanted a place where 14 people could comfortably work—both together and independently. Some of us need focused uninterrupted time. Others have to take calls and attend meetings. Our accommodations had to serve both purposes.

We found a luxury lakefront cottage one hour away from Toronto. On top of being a large and beautiful space, it offered lots of cool amenities. We had access to the lake and kayaks, a sauna, multiple hot tubs, and a cold plunge. Indoors, we had a game room, a gym, a movie theater, and lots more.

While the Ontario cottage country isn’t as exotic as Tokyo, we made up for it with an amazing Airbnb.

“The location emphasized to me that the destination isn’t what made it fun. It was the people.”

Adam Laycock, engineer at Canny

All 14 of us couldn’t comfortably fit into one Airbnb, so we rented another smaller one two doors down. This meant everyone could have their own bedroom—almost all had an en suite!

“Accommodations were super baller. They had all the activities to keep us engaged. It was such a comfy stay.”

Alice Wong, sales at Canny

Everyone had enough space to rest, work, and play.

“I loved the accommodations. Something about staying in such a nice space really makes the event.

Some attributes I loved about our place:

• Huge living room and kitchen that can easily fit our whole group
• Great amenities like games room, movie theater, sauna, gym
• Luxurious level of quality”

Andrew Rasmussen, co-founder of Canny

Tip: If you want to encourage brainstorming and collaboration, make sure your accommodations can serve that. Find a place that offers enough room and a variety of spaces. Large shared spaces, some secluded and quiet areas, and, ideally, “fun” spaces as well.

Arranging transportation

We booked flights for out-of-town guests well in advance to get the best prices.

For transit on land, we rented two Chrysler minivans. We coordinated flights and pick-ups in advance to make logistics go smoothly. 

Tips:

1. For best cost-savings, think through transportation logistics ahead of time
2. Don’t plan any group activities for the first day of the retreat
3. Give people time to settle in for the week ahead

Feeding the whole team

This required more planning than usual. Since we didn’t stay in a densely populated city, food options weren’t as readily available.

We started by researching restaurants in the area. Most of the good ones were in a larger town nearby. We wrote down some restaurants and contacted each to see if they needed advance notice for a large order. We also researched delivery options for each. Then, we looked at our activities itinerary and decided which restaurants were on the way to or from those activities. 

We briefly considered getting a private chef, but that turned out to be extremely expensive. Catering options were very limited.

When we weren’t going out, we had to make sure we had enough food at home. Since we were staying in a smaller town (35K population), we decided to cook most of the meals ourselves. After all, we had a fully-equipped kitchen in our Airbnb! This worked out well and gave us more opportunities to bond and collaborate.

We planned for all breakfasts and several lunches to be self-serve. We made a food list and a separate food itinerary in Notion. Here’s what it looked like:

Getting organized in advance simplified shopping. We knew exactly what and how much we needed for each meal. In stores, we picked a category (breakfast, lunch, snacks, drinks, etc) and split up. This made shopping more efficient.

A few team members highlighted the home-cooked meals as one of their favorite parts.

Tip: Get super-organized about food. During the retreat, you’ll be too busy to think about it.

Planning activities

Great activities are a big part of making a retreat memorable, so we put a lot of thought into what we want to do.

Before committing to anything, we asked the team what they were interested in. We actually set up a separate Canny board where team members submitted ideas and voted on existing ones 

You can do the same in Canny, and it’s completely free.

We also purposefully made some of them optional. Our past experience showed that some people like to always be on the go, and others prefer more downtime. We wanted everyone to get what they wanted out of this trip.

We researched, planned, and booked the following in advance:

• Local hockey game
• Curling
• Pumpkin patch visit (pumpkin picking, corn maze, hayride)
• Escape room
• Murder mystery game at home

We reserved plenty of downtime to enjoy our Airbnb and everything it had to offer. That included:

• Jam sessions (we rented musical instruments)
• Halloween decorating and party
• Board games
• Movie nights
• Pumpkin carving
• Numerous sauna, hot tub, and cold plunge sessions

Tip: Some things to consider for activities are:

1. What’s unique to where we’re staying?
2. What festive events might be happening?
3. What kind of energy levels can we expect each day?

The itinerary doesn’t need to be jam-packed—allow for sufficient downtime. This leaves room for spontaneity and space to recharge.

“It was nice to have the emphasis on bonding with the team versus exploring the country (like we did in Japan).”

Niall Dickin, engineer at Canny

Getting work done

Retreats are actually some of our most productive work times. It’s a great chance to collaborate in person. We typically do more high-level strategy meetings.

At the beginning of the retreat, we recommend that leadership does a kickoff. It’s a great way to get everyone aligned and in the same mindset for what’s to come during the week. It’s also a good time to share big plans.

These trips give us a great opportunity to brainstorm together in person. After we go home, we keep that momentum and collaboration going.

To ensure these retreats are productive work-wise, we specify what we want to get done beforehand. This can include:

• Which meetings do we want to hold?
• What specific things do we want to achieve? (complete a project, ship an MVP feature, record a video, etc).
• What ideas do we want to collect? (product features, blog ideas, onboarding initiatives, etc).

Everyone can run a meeting, see how others work, and get involved. We plan meetings in advance and set clear goals and agendas.

“The collaboration was great. It was easy to take action on things quickly.”

Adam Laycock, engineer at Canny

One of our team members, Julia, joined Canny only a week prior to the retreat. This was a great opportunity for her to get to know everyone, shadow others, and bond with the team.

“The collaboration during onboarding was amazing. It provided a great opportunity for us to come together, share insights, and really get to know each other. It was especially helpful in absorbing all the new information.”

Julia Valade, customer success at Canny

On an everyday basis, we sometimes miss a chance to walk up to someone’s desk and pick their brain. This is exactly what retreats like these accomplish.

“Compared to other retreats, this one felt the most productive. I also enjoyed being included in all activities, and I returned home not as tired as from previous retreats.”

Maria Vasserman, content marketing at Canny

The marketing team was able to create lots of content during this retreat. You’ll see some photos and videos pop up on our social media soon. Give us a follow to see them  

• LinkedIn
• Twitter
• Youtube
• Facebook
• Instagram
• Tiktok

Tip: Make sure your team’s leadership thinks about how best to use your time together in person. They should be prepared to run meetings by having goals and an agenda. We always have action items noted down at the end of each meeting.

Hackathon

This activity deserves a special mention. After the kickoff, we brainstormed some ideas that aligned with where we want Canny to go. Then, our developers split into pairs, picked an idea, and got to work. They only had a few days to work on their idea, so the goal was to build scrappy but functional MVPs.

Design and marketing teams assisted engineers—they mocked up designs and planned promotions.

On our last day, each team presented their ideas. This day fell on Halloween, so we presented in costumes.

Our Smart Replies feature was born out of this hackathon.

“The highlight was the hackathon. Not just because we built some cool stuff, but also because it let me work 1:1 with a colleague that I haven’t directly worked with before.”

Ramiro Olivera, engineer at Canny

What we learned

Our biggest goal for these retreats has always been bonding. We prioritize culture, and retreats are a huge part of it.

We believe that we achieved that—many people on the team mentioned bonding as one of their highlights.

Spending a whole week with anybody can be overwhelming, not to mention coworkers. We made a point to strike a balance between work, activities, and relaxing. We feel like this retreat in particular accomplished that.

Throughout the retreat, I ask everyone to take videos in landscape mode. At the end of every retreat, I put together a little video. It’s a great way for us to relive every retreat and the good times we had. The video also gives future teammates a glimpse into what working at Canny is like.

We took note of some things to improve for next time:

• Apply for visas even earlier than we think
• Ask for more help with planning when we need it
• Delegate shopping/cooking responsibilities even more
• Make more activities optional

How you can make your corporate retreat awesome

If you’re sold on team retreat now, that’s great. You’ll get a lot out of it, and your team will definitely thank you. Here are a few pointers to help you make it a success:

1. Survey the team as much as possible in advance. Ask about dates, locations, preferences, dietary restrictions, activity ideas, etc.
2. Plan as early in advance as possible—at least 3-6 months. Think of dates, locations, travel, transportation, visas, schedules, food, activities, and work. We know, it’s a lot.
3. Ask for help from the team when you need it. Don’t try to do everything yourself.
4. Encourage each team member to set a goal for the retreat. This will help keep this productive and worthwhile.
5. Encourage collaboration and participation. Schedule meetings and brainstorms, but also leave time for people to split into groups and do their own thing.
6. Remember: it’s impossible to please everyone. Just do your best!

We hope that you’re now excited to plan your team retreat. We’ll share more about our retreats and team activities, so stay in touch.

The post Canny cottage near Toronto: post-retreat reflections first appeared on Canny Blog.

The post Canny cottage near Toronto: post-retreat reflections appeared first on Canny Blog.

The product lifecycle is central to product marketing. It outlines the stages a product undergoes – from its birth to its eventual decline. Each phase presents unique challenges and opportunities. It’s the product marketer’s job to tailor marketing strategies accordingly. 

Sometimes, it’s about introducing a new product to the market. Other times, it’s reviving interest in a mature product. In any case, product marketing is indispensable in ensuring products’ success.

Why does it matter? In today’s crowded market, even great products can go unnoticed. Product marketing helps them stand out and connect with their audience.

In this guide, we’ll dive into product marketing essentials and answer the question: “What is product marketing?” If you’re an aspiring product marketing manager or even a product owner, you’ll find something helpful in this article. We’ll explore the product lifecycle, messaging, and more. Let’s get started.

The essence of product marketing

Product marketing is about making a product shine in the market. But not only that. Product marketing involves more than you think. Let’s break it down.

Connecting teams

Product marketing links development, marketing, and sales. Product marketers:

• Take what the development team creates
• Turn that into a story that the marketing team can share
• Give the sales team the right tools to sell it

How it’s different from other forms of marketing

General marketing creates strategies based on overall brand awareness or company goals. Product marketing hones in on the distinct attributes of a particular product. It tailors messages to highlight the product’s unique value. Product marketers ensure those messages resonate with the specific audience they are intended for.

Product marketing vs. product management

These roles sound similar but serve different purposes.

Product management shapes the product’s development, deciding what to do and how. Product managers explore market needs and demands, user pain points, and customer sentiment. Then they oversee new feature and update development.

Product marketing, on the other hand, showcases the product to the world. It decides how to tell people about the product and explains why they should care. They capitalize on how new products and features solve users’ pain points.

In short, product marketing is the bridge between a product’s creation and its journey to the customer. Its job is to make the product visible, understandable, and desirable to its audience. Let’s explore how to do that next.

Successful product marketing

Understanding product marketing is just the beginning. But how do you make it effective? You need to start with the basics – research.

Market research

You need a deep-rooted understanding of the market to build a successful product marketing campaign. This includes market trends and how your product fits in compared to the competition.

Understanding your audience

Before marketing a product effectively, you must know who you’re speaking to. This means digging deep to comprehend the customer needs, desires, pain points, and habits of your target demographic. By gaining a clear picture of your audience, you can tailor your messaging to resonate more powerfully.

Analyzing competition

You have to keep tabs on your competition.

• How are they different?
• In what ways are they better and worse than you?
• What can you learn from them?

When you understand your competitive landscape, you can find an underserved niche much easier.

Feedback management

Feedback is a goldmine of insights. Actively seeking, collecting, and analyzing feedback helps refine the product and the marketing approach.

It’s about more than just hearing what your audience says. It’s about acting on that feedback. This will help you uncover common pain points. And then you can create a product and a message that aligns closely with the customer’s needs.

Tools and methods for effective research

Using the right tools can help you gather actionable insights. This can range from surveys, focus groups, and interviews to analytics platforms and social listening tools. You shouldn’t rely on just one of these methods. Instead, try a mix of qualitative and quantitative research approaches. Only then can you get a holistic understanding of the market and its dynamics.

With solid research, marketers can craft strategies that hit the mark every time.

Customer analysis

Understanding your customers goes beyond knowing who they are. It’s about delving into their habits, preferences, challenges, and motivations. Proper customer analysis offers invaluable insights that shape product development and marketing strategies.

Behavioral analysis

By studying how customers interact with your product or similar products, you can discern patterns.

• Which features do they use the most?
• What paths do they commonly take within the product?

Such insights can guide feature enhancements and marketing emphasis.

Segmentation

Not all customers are created equal. Segmenting them helps to tailor marketing strategies to different groups. You can segment based on:

• Demographics
• Geographics 
• Psychographics
• Behaviors

Each segment might have distinct needs. Addressing these directly can lead to better engagement.

Example 1: heavy vs. light user

Imagine you have photo editing software. Here’s how you can separate your users and market to them differently.

Example 2: different industries

Suppose your product is a project management tool used by various industries. A marketing agency would have different needs than a construction company. Let’s explore that.

Pain points and needs

Identifying your customers’ needs and challenges is fundamental. For example:

• What problems does your product solve for them?
• Are there any gaps or unmet needs?

Understanding this can shape both product development and the messaging around it.

Developing buyer personas

This is a great exercise that puts together all the previous research we mentioned. Product marketers can create these user profiles to understand each buyer persona better.

They visualize their lifestyle, challenges, and preferences. Then they curate tailored messaging and strategies. In essence, these personas serve as a compass. They guide every marketing decision to ensure alignment with the target audience’s core.

Let’s go over some sample buyer personas.

Journey mapping

This involves tracing the customer’s path – from the moment they become aware of your product to the point of purchase and beyond. It highlights touchpoints, moments of decision, and potential drop-offs. This provides a blueprint for optimizing the buying journey.

A robust customer analysis sets the foundation for personalized and impactful marketing. It ensures that every strategy, message, and product tweak resonates with your audience.

Product positioning and messaging

Now, it’s time to position your product in the best possible light for your target consumers. You need to determine how your product stands out and solves your audience’s problems. Here are a few ways to do so.

Craft compelling narratives & value propositions

Every product should tell a story. It’s tough to sell product features. It’s much easier to sell the benefits. In other words, how does the product help? What problems does it solve? A compelling narrative speaks to the heart. 

These narratives form the value proposition. This clear and concise statement articulates the unique benefits and advantages of the product.

Differentiating your product

Differentiation can come from different areas:

• Innovative features
• Exceptional quality
• Unparalleled user experience
• Brand ethos

Capitalizing on your strengths is a sure way to stand out. You can also carve a distinct niche and foster customer loyalty.

Pricing

Price is more than just a number. It communicates your products’ value.

When setting a price, it’s essential to consider factors like:

• Perceived value
• Competitive landscape
• Your audience’s willingness to pay

A well-thought-out pricing strategy is instrumental. Here’s our pricing journey if you’re interested!

Collaborating with product management

Working with the product team is vital. They know the product’s ins and outs. Marketers should team up with them. This ensures the marketing message matches the product’s features. 

Sometimes, the marketing team can make some claims in their messages that don’t correspond to the product’s current capabilities. To avoid that misalignment, communicate.

When both teams align, it’s easier to keep the promises you made in your marketing. This builds trust and customer loyalty.

Go-to-market strategies

Successful product launch requires a robust go-to-market (GTM) strategy. This is your plan to put your product in customers’ hands. Here’s how you can master it.

Planning and execution

Start with a solid plan. Define your target audience, sales strategy, and marketing channels. Set clear goals and key performance indicators (KPIs). Once the plan is set, execute it with precision. Make sure every team member knows their role and responsibilities.

Here are some ideas to get you going. Let’s imagine that your product is a graphic design tool. You would likely target:

• Freelance designers
• Marketing agencies
• In-house creative teams

Here are some go-to-market tactics you might employ.

There are many different channels and tactics available. Focus on understanding:

1. Where can you reach your target audience?
2. What is the most impactful content for them?
3. What can you accomplish within your budget and resources?

Based on those questions, you can devise a plan that works for you. 

Adapting strategies

The market is constantly changing. Be ready to adapt your product marketing strategy based on what’s working and what’s not. Use data to guide your decisions. Be flexible and stay alert to industry trends and customer feedback.

Release announcements

When your product hits the market, shout it from the rooftops. Use blog posts, emails, social media, and other channels to announce your launch. Make your message clear and exciting. Highlight what makes your product unique.

Pay attention to user feedback after the launch. Reach out to users, especially those who leave comments or suggestions. Show them you’re listening. Close the loop by updating them on changes or improvements you made based on their input. This builds trust and shows your commitment to customer satisfaction.

You can use Canny to close the loop! Our changelog helps your announcements shine bright, and your customers always stay up to date.

Sales enablement

Arm your sales team with everything they need. Provide them with:

• Product information
• Sales scripts
• Answers to common questions
• Slide decks
• Videos
• Testimonials
• Case studies

Make sure they understand the product’s unique selling points. This enables them to sell confidently and effectively.

A strong GTM strategy isn’t just about launching a product. It’s about building momentum and sustaining growth. With careful planning, adaptability, and a focus on customer feedback, your product is set for success.

The product marketing framework

Check out this strategy for your product marketing. It’s designed by The Product Marketing Alliance and includes the following phases:

1. Discover
2. Strategize
3. Define
4. Get set
5. Grow

Let’s discuss each stage.

1. Discover

It’s time to put on your detective hat. This stage involves:

• Talking deep dives into market research
• Getting to know your audience inside out
• Sizing up the competition

What’s missing in the market? Where can your product shine? This step is about laying the groundwork and spotting the golden opportunities (or the potential potholes).

2. Strategize

Now that you’ve got the intel, it’s strategy time. You’re plotting out the grand plan, setting some solid goals, and figuring out how you will hit them. Which channels will you ride? What tactics will you pull out of our marketing hat? It’s all about getting your ducks in a row and aiming for the bullseye.

3. Define

Here’s where you roll your sleeves and nail down what makes your product the superstar. What’s the big selling point? How are you going to talk about it? It’s storytime, and you’re making sure yours is one to remember.

4. Get set

Let’s get everything else ready for the big show. This involves:

• Coordination with your teams
• Aligning marketing materials
• Preparing the launch plan

5. Grow

The product’s out there, and it’s your job to keep the momentum going. You’re on the lookout for ways to bring in new customers and keep your existing customers happy. You’re also making sure your product’s presence in the market keeps getting bigger and better. At this stage, you’re analyzing, optimizing, and scaling.

You can use this framework to organize your product marketing initiatives. Give it a try!

Customer success and retention

We mentioned keeping customers happy in the previous section. And this point deserves its own section.

Customer success is all about making sure your users are getting the most out of your product. It’s like being a helpful friend who’s there to guide them through.

Work closely together with your customer success and support teams. Here are a few ideas.

Be proactive. Don’t wait for customers to come to you with problems. Reach out, check in, and make sure they’re doing okay.

Create educational content: put together guides, FAQs, and video tutorials. Make it easy for customers to find answers and learn quickly.

Have regular check-ins: schedule calls or send surveys. It’s all about keeping the lines of communication open.

Getting them to stick around

Customer retention is your measure of how good you are at keeping your customers coming back for more.

Always add value. Show your customers that you’re continually improving and giving them reasons to stay.

Consider rewards or incentives. A little thank you can go a long way.

Take customer feedback seriously. Show them that their voice matters and that you’re always on the ball.

Customer success and retention are like peanut butter and jelly – better together. Focus on making your customers successful, and they’ll want to stick around. Keep them happy, keep delivering value, and you’ll have a recipe for lasting success.

Putting product marketing strategies to work

Let’s talk strategy and apply all the principles we’ve explored.

Product marketing is a bit like being a chess master. You need to think a few moves ahead and have a solid game plan. Here’s how you can sharpen your skills and master the art of product marketing.

Let’s continue with our example of a graphic design tool.

1. Targeting the right audience

First, you need to know who you’re playing the game with. Who needs your product? Who will love it the most? Who is your target customer? Here’s how to approach targeting.

• Research: dive into market research to really understand your audience and the competitive landscape. Who is the competition targeting? Can you find an untapped market?
• Personas: create detailed buyer personas. Think about their needs, habits, and pain points.
• Segmentation: break your target market down into smaller groups. Tailor your approach for each one.

For a graphic design tool, you’d perform the following analysis:

1. Research the graphic design industry as a whole. Key players would probably include Figma, Canva, and similar products.
2. We identified a broader target market in the go-to-market section. Now create buyer personas to narrow it down. Ideally, you have a separate persona for a freelance designer, a designer in a marketing agency, and a designer on an in-house creative team.

2. Positioning

Now you understand the market and how your product fits in. Maybe this research gave you some ideas for differentiation. After all, you need to stand out.

Define your positioning – how do you stack up against the competition? Where does your product belong relative to competitors? How does it solve your buyers’ pain points?

Maybe your graphic design tool is cheaper than competitors’? Or comes with more robust features? Or targets a very specific industry?

3. Building a strategy and campaigns

Outline what specific product marketing activities you’ll execute.

• What’s the goal of your activities?
• What kind of content will you produce?
• Which channels will you prioritize?
• How will you know your strategy is effective?

Break down your activities into campaigns. Create a separate one for each feature, launch, and focus area.

Let’s illustrate this with our graphic design tool.

• Goal: increase product adoption
• Content: educational, helpful, and informative
• Channels: paid search, Instagram, LinkedIn and Pinterest
• Success measure: new signups
• Campaigns:
  • New features (e.g. AI, stock image library)
  • Existing feature improvements
  • Integrations
  • Promoting under-used existing features

3. Creating engaging content

Content is king. In product marketing, content marketing is your MVP (most valuable player). Here are a few things to keep in mind:

• Variety: use a mix of blogs, videos, infographics, and more.
• Value: make sure every piece of content brings value to the table. Solve problems, answer questions, and be helpful.
• Voice: keep your brand voice consistent. Be authentic and relatable.

A graphic design tool should have highly visual content. Create walk-through videos and feature clients’ designs (with their permission of course). Write helpful articles and guides about design principles. Share ideas and tips to help your users succeed.

Think back to your buyer’s journey mapping. What are the pain points and motivations at each stage of that journey? Try to have content for each stage. 

4. Leveraging marketing channels

You’ve got your audience and your content. Now, where are you going to share it? Here are some ideas.

• Email: perfect for personalized and direct communication. Be strategic and avoid spamming your audience, though.
• Social media: great for building community and brand awareness. You can pay to amplify your posts and get reach more of your target audience. 
• SEO: optimize your content for any relevant search terms/topics to make sure it’s easy to find on search engines.
• Paid search: helps you get traffic quickly. You know what search terms your buyers use when searching. This lets you run ads on those searches. 

All of these channels can be effective for the graphic design software. Share the latest updates via email and social media. Optimize each blog and webpage to outrank your competition.

There are many channels you could leverage. What’s important is knowing which work to help you reach your audience. 

5. Monitoring and measuring performance

You can’t improve what you don’t measure. First, determine what metrics you want to influence with your campaign:

• Signups
• Feature adoption
• Feature usage/engagement

Keep an eye on how your strategies are performing. Use the following:

• Analytics: use tools to track website visits, engagement, and conversions.
• Feedback: pay attention to what your audience is saying. What do they like? What could be better?
• ROI: always measure the return on investment. Make sure your efforts are paying off.

It’s easy to get lost in the sea of product marketing, especially if you’re doing lots of activities at once. But try your best to track all of the above. Then you can double down on what’s performing best.

Maybe Canva publishes 3 blogs per week and gets lots of traffic. And Figma might be running ads everywhere you look. How do you know what will work for you? Test and experiment. Avoid simply copying the competition.

6. Iterating and refining strategies

The game of product marketing is always changing. Stay on your toes and be ready to adapt.

• Test: don’t be afraid to try new things. Run A/B tests and see what works best.
• Learn: take every campaign as a learning opportunity. What can you do better next time? What feedback did you get?
• Optimize: keep tweaking and improving your strategies for better results.

Figuring out what works and what doesn’t is one of the many challenges in product marketing. Let’s discuss those next.

Common product marketing challenges

Product marketing can be a thrilling journey, but it has hurdles. Here are some common challenges you might face and how to overcome them.

1. Internal communication and collaboration

In an ideal world, everyone in your company would be on the same page. But that’s not always the case. What can you do about it?

Clear channels: establish clear communication channels within your team and across different departments. Give people a way to communicate effectively. It’s in-person meetings for some and Slack and Zoom for others. Empower your team to communicate the way they prefer.

Regular meetings: hold regular meetings to update everyone on marketing initiatives, product updates, and customer feedback. Don’t overdo it with meetings though – lots of conversations can be a Slack thread or an email chain.

Collaborative tools: utilize collaborative tools to keep everyone in the loop. Project management software like ClickUp, Monday, Jira, and Trello work great.

Stay in the loop: stay on top of feature and product development. Get clear about timelines so your strategy is proactive versus reactive. 

Support success and sales: make sure you produce supporting materials for sales and success teams. They rely on you for this content.

2. Keeping up with market trends

The market is constantly evolving, and staying current is essential.

Continuous learning: dedicate time for you and your product marketing team to learn about new trends and technologies.

Networking: connect with other professionals in your field. Attend conferences webinars, and join online forums.

Customer feedback: pay close attention to customer feedback. They’re often the first to notice shifts in the market.

Competitive intelligence: don’t forget to evaluate your competition continuously. Keep tabs on their progress and how you stack against them.

3. Handling feedback and product adjustments

Feedback is gold for product development. As a part of the product team, user feedback affects you too. But it can be a challenge.

Sometimes, feedback can throw your product strategy off the track. So product managers need to prioritize it. And you can work together on this.

Not every piece of feedback will require immediate action. And not every idea needs to become a reality. The trick is to figure out which ideas are the most impactful and focus on them.

Product managers are experts in prioritizing and managing feedback, so lean on them. Learn to be agile and ready to make product and strategy adjustments as needed.

Keep these ideas in mind whenever product marketing becomes challenging. Some essential skills will help you tackle them too.

Product marketer’s arsenal: top skills and tools

In product marketing, you’ll need more than just a sharp mind. You’ll need a well-stocked arsenal. Let’s break down the top skills and tools every product marketer should have.

1. Interpersonal and communication skills

First and foremost, a product marketer needs to be a people person and a storyteller. That includes:

1. Empathy. Understand your customer’s needs and emotions. Put yourself in their shoes.
2. Clarity. Communicate clearly. Whether it’s writing copy or speaking in meetings, make sure your message is easy to understand.
3. Persuasion: Master the art of persuasion. Learn how to convince others and sell your ideas.

2. Analytical tools and software

Next, you need tools to help you make sense of the data and derive actionable insights.

1. Google Analytics – for tracking website traffic and user behavior.
2. SEO tools – Moz or SEMrush for keyword research and website optimization.
3. Customer feedback tools – Canny can help you gather and manage customer feedback efficiently.
4. Product analytics tools – track product and feature engagement. If you don’t have a dedicated tool for that, you can also get this data through a CRM. Just make sure that your team is adding that information into your CRM.

3. Continuous learning resources

Never stop learning. The product marketing world is always changing, and you need to stay sharp. There are many ways to do that.

1. Online courses. Platforms like Coursera or Udemy offer a plethora of marketing courses. Product Marketing Alliance is a great specialized resource for this industry.
2. Blogs and podcasts. Follow industry blogs and podcasts to stay updated on the latest trends and best practices.
3. Networking. Connect with other product marketers. Learn from them and share your own experiences.

With these skills and tools in your arsenal, you’ll be well-equipped to conquer the challenges of product marketing. So, arm yourself and get ready to make your mark!

Conclusion: how product marketing can help your teams align and grow

We’ve gone through a lot in this post, unraveling the world of product marketing. We’ve seen how it fits into product management. From the product lifecycle to crafting compelling stories, we’ve covered it all.

Product marketing is more than making noise – it’s about connections. It helps you understand your audience and put your product on top. It’s about adapting and always listening to feedback.

And for product managers? Product marketing is your secret weapon. It bridges gaps. It turns features into real value. It turns users into fans.

We talked market research, messaging, positioning, and pricing. We’ve looked at challenges and how to tackle them. We’ve listed skills to hone and tools to have.

Canny is here to help with the right tools to boost your product marketing. So here’s to making smart choices and creating standout products.

The post What is product marketing and how do you successfully manage it? first appeared on Canny Blog.

The post What is product marketing and how do you successfully manage it? appeared first on Canny Blog.

Design is more than just the “looks.” It’s a key player in a startup’s success. It shapes how users feel and interact with your product. It can set you apart in a sea of options. That’s where a design founder comes into play.

We created Canny to be easy to use and user-focused. Our design-first approach wasn’t just for show – it guided every choice we made. It helped us win users’ hearts, turning quick visits into lasting relationships.

If you’re curious about building a design-first SaaS, keep reading. I’ll share some design principles we live by that helped us get to where we are today.

Canny’s journey and the role of design

Before starting Canny, I ‌worked on the design team for Facebook Messenger. When we started Canny, I knew I wanted to build a product centered around design.

Since building and designing Canny, we’ve received positive feedback, especially around our design.

“It just works. The UX/UI is simple, people have no questions about using it. It’s the kind of product that I really love.”

Aurélien Georget, CPO at Strapi

My focus on design extended beyond just our product. Other high-level areas I always pay special attention to include

• Landing pages (they create the first impression)
• Pricing page
• Product onboarding

Focusing on design might be tough if you don’t have a background in product design. I still believe a few simple design guidelines can go a long way. It’s all about the mindset.

Pre-design: setting the stage

It’s tempting to start working on your big idea right away, but hold on! There’s groundwork we can’t skip.

1. Know your target audience

Understanding your audience is key.

• Who are they?
• What do they need?
• What do they love?

Dive deep into who benefits most from your product. Explore their lives, wants, and dislikes. The more you know, the better you can serve them.

2. Explore different paths

Each problem often has multiple solutions. It’s tempting to go for one of them. Try to top yourself and think:

• Is the issue just a symptom of something bigger?
• Is there a smarter, simpler fix?

You might not need to do any design work in the end.

3. The power of ‘no’

Here’s a hard truth: you can’t do it all. Trying to please everyone pleases no one. You’ve got to pick your battles.

Choose the ideas that pack the most punch. Sometimes, this means turning down suggestions, even good ones. How? Show your work. Use data to explain why one feature wins over another. It’s not personal; it’s strategic.

Check out this fun video we put together about saying “no” to feature requests.

5. Balance it out

Remember: good design is a balancing act. It’s not just about how things look, but how they work. It’s the harmony between form and function, UI and UX. Keep this in mind, and you’re off to a great start.

Now that you have this foundation, let’s dive into some common design principles.

UI meets UX

Design is a dialogue. UI and UX are our key speakers. They might seem similar, but they play different roles in one crucial conversation: the user’s journey.

UI, or user interface, is all about what meets the eye. It’s the buttons you click, the paths you follow, and the visual cues that guide you. UI design needs to be clear and tell users what’s up at a glance.

UX, or user experience, is the big picture. It’s how all the parts come together to make you feel. Is it easy? Is it enjoyable? Does it make sense? UX controls all that.

When UI and UX work in harmony, they create something special: a user-holistic experience. It’s not just about a nice facade or a single fun feature. It’s about a seamless journey from start to finish.

There’s a concept called “dribbblisation of design.” Typically, “things that look great but don’t work well” fall under this category. Great design aims to fix that and help people actually use the product.

Reaching goals

Users don’t like hurdles. They want to reach their goals with no fuss. That’s why we aim to cut the clutter and keep things smooth. That means removing bumps in the road and making sure each step feels natural.

Simplicity

Ever heard of “drunk user testing“? It’s a cheeky way of saying your design should be so simple that anyone could get it, even after a few too many. It’s a funny idea, but it’s got a point. Simple is sticky. It’s what keeps users coming back.

In the end, great design crafts a journey that feels good every step of the way.

At Canny, our goal is to build a product that is a joy to use. We aim to bring users to their “aha moment” as quickly as possible, with minimal distractions. In other words, we try to make it super simple to use. Our customers seem to resonate with our design approach.

“I love the design and single sign-on solution. I also love the fact that Canny is hosted on our domain. And it’s simple. It just works. There’s no headache. It’s just easy to set up, and it saves time.”

Philippe Lehoux, founder at Missive

Design thinking: beyond the surface

When we dive into the world of design, we’re not just playing with aesthetics. We’re engaging in “design thinking” – a creative, strategic approach that starts with understanding people. It’s a philosophy that doesn’t just seek to decorate but to dive deep, explore, and solve real-world problems in intuitive ways. And this mindset is the heartbeat of everything we do at Canny.

Design as a problem-solver

This approach isn’t about impulsive fixes. It’s about useful solutions. It means stepping into the user’s shoes, feeling their pain points, and using these insights to guide our creativity. It’s not about guesswork; it’s about empathy, understanding, and smart, user-centered decision-making.

Intuition is key

An intuitive tool doesn’t just happen. It’s a result of deep understanding and anticipation of user needs. If you do it right, you can predict their needs before they voice their concerns.

It’s design thinking in action — creating experiences that feel natural, almost like the product is reading your mind.

In essence, design thinking takes us beyond superficial beauty. It’s about crafting solutions that resonate on a deeper level.

Here’s how we applied these principles at Canny.

At first, we had a set of default statuses. The options were enough for most customers. Plus, the experience remained simple. 

Years later we added custom statuses. This design process involved:

• Building a status management feature for admins
• Checking how statuses appear in different views
• Updating integrations that involved using statuses

Also, we now need to consider custom statuses for future features we build. It is very easy for complexity to snowball.

In the beginning, we limited our scope to the essentials. It was the right move. From there, we collected feedback to understand how the custom status feature needs to behave.

How can you apply this strategy?

When you’re building your next feature:

1. Strategy: think about your target persona. What goal are they trying to reach? What’s the most optimal/most obvious route to that goal?
2. Engineering: consider building things that allow you to easily expand functionality later.

Remember: adding functionality later is much easier than stripping things down.

Now that we’ve covered some common design principles, let’s talk about applying them.

Navigating design principles

Embarking on the design journey requires a compass, and that’s where solid design principles come into play. It’s not about wandering aimlessly in the creative woods; it’s about navigating with purpose, guided by user research, simplicity, and strategic thinking.

1. Tuning in to user feedback

Listening is an art, especially when it comes to user feedback. It’s not just about collecting opinions; it’s about diving deep into what clients are saying and what they’re not.

Surveys, interviews, and direct questions are your best friends here. They’re the compass needles pointing to the true North of user needs.

2. MVP: The art of essentialism

In the world of product design, MVP (Minimum Viable Product) isn’t about being minimal; it’s about being essential. It’s asking, “What’s the core value we’re delivering?” and stripping away anything that doesn’t scream “yes!”. It’s about avoiding the allure of complexity and embracing the elegance of simplicity.

3. The Pareto Principle: the 80/20 rule

Ever heard of solving 80% of problems with just 20% of effort? That’s the Pareto Principle, and it’s gold. It’s about identifying the most impactful elements of your design and really, truly honing in on them. It’s not about cutting corners; it’s about maximizing positive impact through smart, strategic choices.

4. Simplicity in navigation

Good design is invisible. It’s the silent guide that leads users where they need to go, effortlessly. It’s about sticking to what’s familiar, reducing friction, and making the journey intuitive. Your website isn’t a treasure map; users shouldn’t need clues to navigate.

5. Removing friction

Friction? That’s just a fancy word for “user annoyance,” and it’s a big no-no. Whether it’s a cluttered checkout page or a confusing sign-up form, any hiccup can turn a user’s experience sour.

The goal? Smooth out those bumps. Make the experience so seamless that users glide through without a second thought.

6. Being prescriptive

Choices are great, but too many can lead to decision paralysis. Sometimes, it’s best to guide users down the clearest, simplest path. It’s not about taking control; it’s about enhancing clarity and reducing confusion. Especially in the early days, speed and simplicity win the race.

In essence, navigating design principles isn’t about following a map, It’s about creating the map as you understand the terrain better. It’s a dynamic, responsive process that puts user experience at the heart of every decision. And remember – the journey matters just as much as the destination.

Let’s break this down further.

Simplifying user choices

Every choice is a crossroad, and too many can lead a user astray. That’s why we trim the extras and keep only what serves our journey’s purpose. It’s about presenting options not as a buffet but as a carefully curated menu, handpicked for the user’s delight.

Guiding users with intention

Our designs aren’t just layouts; they’re signposts. Each element is a subtle guide, a nudge in the right direction. We don’t leave a user alone in the dark. We illuminate their path, making the journey not just easy, but also enjoyable.

Focused simplicity

In the battle between simplicity and options, simplicity reigns supreme. Why? Because your brain is a precious resource. We don’t want to overwhelm it; we want to cater to it. Our designs don’t shout; they whisper, providing just the right amount of information at just the right time.

Prioritizing common actions

Not all actions are created equal. We prioritize based on user needs, bringing the most common actions to the forefront. The rest? They’re there, but they don’t crowd the space. They’re like backstage crew, out of sight, but ready when needed.

Intuitive navigation and discovery

Ever felt the thrill of a seamless sign-up or the ease of a hassle-free checkout? That’s prescriptive design at work.

We lay out features so naturally that users find them before they even realize they’re looking.

Prescriptive design isn’t a set of rules; it’s a philosophy. It’s clarity in the midst of chaos, a beacon for users swamped in a sea of choices. It’s how we turn overwhelming possibilities into focused, delightful experiences. Because in the end, design is not about the creator; it’s about the user – the traveler.

Collaborative design: the path to wholeness

Design isn’t a solitary journey; it’s a collaborative expedition. It thrives on diverse perspectives, thrumming in the space between creativity and practicality. Here’s how collaboration shapes our path at Canny.

1. Embracing feedback and collaboration

Great ideas aren’t born in a vacuum; they’re nurtured through collaboration. We listen — to our team, to our users, to everyone willing to share a piece of their mind. Feedback isn’t criticism; it’s the soil where our ideas grow. It challenges us, pushes us, and molds us into better creators.

Listening to feedback helps us create a community out of our users. When we engage in conversations with them, we start to understand their needs and pain points better. 

2. Creativity meets pragmatism

Creativity is the heart of design, but pragmatism is its compass. One pushes the boundaries; the other sets them. It’s a delicate dance, a give-and-take where wild ideas are tempered by real-world constraints. And in this balance we find our truest, most impactful expressions.

3. Cultivating continuous improvement

Design is never finished. It’s an evolving entity, a story that unfolds with each user interaction. We’re not just builders; we’re gardeners, tending to our creations, pruning here, nurturing there. We embrace change, celebrate adaptation, and strive for improvement.

The advantage of a design-driven co-founder

What is it like – to be a designer and a co-founder? It’s like having a secret sauce for your startup. Our design journey with Canny isn’t just about making things look snazzy. It’s about constantly getting into our users’ shoes, really feeling what they feel, and letting that shape everything we build.

This approach turned complexity on its head. We choose clear, simple, and sanity-saving options that our clients can’t get enough of.

And the collaboration? Gold. Nothing beats the buzz of bouncing ideas around and making something better than you’d imagined.

Remember: your knack for design isn’t just a cool skill; it’s your startup’s ace. It’s about creating experiences, forming real connections, and steering your business in a direction that feels right. Own that superpower, and watch it propel your startup to the stars.

If you’re a founder, but not a designer, I hope you can use these tips and principles and build a better product.

The post How design can help your startup stand out: tips from a designer founder first appeared on Canny Blog.

The post How design can help your startup stand out: tips from a designer founder appeared first on Canny Blog.

Nope.

You need a map – a plan that guides each step towards your goal.

In life, our goals are like that peak. Without planning, they seem daunting and out of reach.

This is where SMART goals come into play!

Curious about what SMART stands for? Want to learn how it evolved over time? How about its application in different contexts or understanding common misconceptions surrounding it?

A cliffhanger no more! We’ve got all these answers packed inside waiting just for you!

Understanding the SMART goal acronym

Seeking a strategy to help bring clarity and direction to your goals? Look no further than the SMART goal framework. The SMART acronym stands for:

S – Specific: Goals should be well-defined and clear. If it’s vague or general, it won’t give you enough direction.

M – Measurable: You need an indicator of progress. This makes tracking your advancement straightforward and helps maintain motivation.

A – Achievable: The goal must be attainable, not impossible. It has to challenge you but still remain within reach.

R – Relevant: A relevant goal matters to you and aligns with other related objectives. It typically answers questions about why the purpose is important.

T – Time-bound: Your target needs a deadline because open-ended goals tend to fall by the wayside.

Setting SMART goals can guide your decision-making process. It helps prioritize tasks effectively and keeps morale high. You function better when you work on the most important tasks. And you feel better if you’re actually hitting their goals.

Being SMART about how we set our targets makes all the difference between achieving them…or not.

Examples of effective SMART goals

Let’s take a look at some examples to show what SMART goals are all about.

Example 1: increase user onboarding completion rate

Goal: Increase user onboarding completion rate by 20% over the next quarter.

S – Specific:

The goal targets a specific area for improvement — increasing onboarding completion by 20%.

M – Measurable: Progress can be tracked through percentage increase in completion rates.

A – Achievable: A 20% increase, while challenging, should be achievable. With targeted efforts like improving onboarding UI or providing additional support resources.

R – Relevant: The goal aligns with broader business objectives of improving customer satisfaction.

T – Time-bound: The time frame set for achieving this target is one quarter (three months).

Example 2 – reduce customer churn rate

Goal: Reduce customer churn rate from current 5% to below 4% within six months.

S – Specific: This smart objective clearly identifies reducing customer churn as its focus.

M – Measurable: We can measure progress by tracking changes in our churn statistics.

A – Achievable: This may require implementing new strategies. For example, introducing loyalty programs or enhancing post-sales services. But, it’s an attainable aim within 6 months of work.

R – Relevant: Reducing churn is vital for maintaining a healthy MRR in SaaS businesses.

T – Time-bound: The goal has to be achieved within six months.

Example 3 – improve product feature usage

Goal: Increase usage of feature X by 30% over the next two quarters.

S – Specific: The goal is clear and specifies that it aims at increasing usage of a particular product feature.

M – Measurable: We can track progress through user engagement metrics specific to this feature.

A – Achievable: Two quarters gives the team ample time to test things that could boost usage.

R – Relevant: It ties into broader goals like improving overall product adoption.

T – Time-bound: A time frame of two quarters is set for achieving this target.

Now that we’ve looked at what SMART goals are, let’s look at where they came from.

Origin and evolution of the SMART goal acronym

The SMART goal acronym has an interesting history that dates back to the early 1980s. It was first explained in a paper titled “There’s a S.M.A.R.T way to write management’s goals and objectives” penned by George T. Doran.

Doran’s version laid out five criteria for effective goals:

1. Specific
2. Measurable
3. Assignable (later changed to Achievable)
4. Realistic
5. Time-related

It’s close to the definition we just shared, but not exactly the same.

A modern twist on an old classic

But over time the interpretation of these letters has evolved.

For example, Project Smart suggests using Attainable instead of Assignable. It also recommends using Relevant rather than Realistic. This makes goals more personal and pertinent.

An ongoing journey towards clarity

The evolution continues with different industries adapting it according their specific needs.

Smartsheet uses this framework but modifies “Realistic” with “Relevant.” This emphasizes alignment with broader business aims.

You might find that slightly modifying SMART could make it more applicable to your use case too.

Practical application of SMART goals

The SMART goal framework provides an actionable guide. And, it applies in all walks of life.

Let’s explore how you can apply it in various contexts.

In project management

Project managers usually leverage SMART goals. These help ensure projects are well-defined from start till end. For example: “Implement new CRM system across all departments within six months.” It brings focus, direction and allows better tracking of progress.

In business planning

Broader business planning benefits from SMART goals too. If you’re aiming for sales growth, make sure that the objective is clear. “Increase online sales by 20% in the next quarter” is measurable and time-limited. This helps align teams around common objectives.

In personal development

For personal growth, SMART goals give clarity to your ambitions. Want to learn a new language? Make the goal:

• Specific (I want to learn Spanish)
• Measurable (reach B1 level)
• Achievable (dedicate 30 minutes each day for practice)
• Relevant (to enhance my travel experiences)
• Time-bound (it usually takes about 400-600 hours to become fluent in Spanish)

These are just a few examples of SMART goal applications. It can help in most situations, though.

Benefits of using the SMART goal framework

SMART goals can be an useful for both your individual and professional life. Here are their key benefits:

1. Clarity: With SMART goals, you have clear, defined targets. No guesswork involved – you know exactly what needs to be achieved.

2. Focus: Concentrate on one specific outcome at a time. This reduces distractions and booss productivity.

3. Motivation: Achievable and relevant goals make sure you’re excited about the task ahead. This fuels motivation for long-term success.

4. Accountability: The ‘T’ in SMART stands for ‘Time-bound.’ This means each goal has an attached timeline, making progress measurable over periods. This ensures better accountability and fosters self-discipline as deadlines loom closer.

5. Progress: Because you’re tracking your goals over time, you can see how you’re progressing.

Common misconceptions about SMART goals

The world of goal setting is no stranger to misconceptions. The SMART goal framework isn’t exempt from this.

A common myth is that SMART goals are restrictive, boxing you into a rigid structure. But in reality, they help define clear objectives for greater productivity.

An equally prevalent misconception: ‘SMART’ stands only for business or academic settings. As we mentioned, it’s adaptable across various contexts – personal growth included.

You might also hear some say that using SMART goals ensures instant success. While it’s a potent tool to enhance focus and clarity, there’s no substitute for hard work and perseverance.

Last but not least: “Aren’t all goals smart?” Not quite. Without Specificity or Measurability (two pillars of the acronym), many so-called ‘goals’ may end up as vague wishes instead.

For example, “drive engagment” isn’t a SMART goal. It’s not specific because it doesn’t mention specify what engagement is. It also isn’t measurable, doesn’t have any timeframe attached. 

So next time you come across these myths about SMART goals, let them know what’s what.

Challenges in implementing SMART goals

Even though the SMART goal framework is a robust tool, it’s not without its challenges. Let’s look at these now.

Misinterpretation of terms

The first hurdle can be understanding and applying the terms accurately. For instance, what qualifies as ‘Specific’ or ‘Measurable’? These questions often lead to ambiguity.

Lack of flexibility

A common critique is that SMART goals don’t allow for flexibility. Let’s say you’re working on innovative projects with unpredictable outcomes. Sticking rigidly to specific objectives may stifle creativity.

Inadequate resources

Sometimes setting attainable and realistic goals gets tough when resources are limited. This can cause frustration among teams who want to achieve more but feel constrained by resource availability.

Neglecting non-quantifiable aspects

Focusing solely on measurable aspects might make us overlook non-quantifiable yet critical elements. That could include things like team morale or customer satisfaction.

Implementing SMART goals does present some obstacles. However, awareness about these issues combined with a bit of ingenuity can help you overcome them.

Critiques and alternatives to the SMART goal framework

While SMART goals have been a mainstay in goal-setting, they aren’t without criticism.

Some argue that this framework may limit creativity or lead to overly simplistic objectives. They feel it can prioritize measurable results over meaningful impact.

To tackle these concerns, you might consider alternative methods of setting goals.

The CLEAR method

An emerging favorite is the CLEAR method.

This approach encourages us to set goals that are:

• Collaborative
• Limited in scope and time
• Emotional (connecting with our passions)
• Appreciable (breakable into smaller tasks)
• Refinable (flexible for changes)

The SMART method doesn’t focus much on the collaborative, emotional, or appreciable factors. Using CLEAR lets you focus on those. If your project calls for it, CLEAR might be a more effective tool for you.

The FAST approach

Another promising strategy is the FAST approach.

FAST emphasizes open sharing of objectives within teams. It promotes goals that are:

• Frequently discussed
• Ambitious in scope
• Set collaboratively
• Transparently tracked

Both alternatives provide good options for a more dynamic and collaborative approach.

Smart goal setting — your path to success

The SMART goal acronym isn’t just a bunch letters. It’s your guide to success. Specific, Measurable, Achievable, Relevant and Time-bound – that’s how we define our peaks.

Mastering the art of SMART goals can make all difference in your climb towards success. Give them a try today! 

The post Exploring the SMART goal acronym and how to set effective goals first appeared on Canny Blog.

The post Exploring the SMART goal acronym and how to set effective goals appeared first on Canny Blog.

A product roadmap guides your efforts and helps you stay focused. It’s the story and plan for your product – all in one. It helps manage product teams, stakeholder expectations, and endless updates. And the best part? You don’t have to start from scratch.

We’re excited to bring these free product roadmap templates to you! That’s right — they’re ready to use, don’t cost a penny, and can be a real boost for your product strategy. 

Why these product roadmap templates are your next big win

If you’re here, you might be on the hunt for a fresh way to sculpt your roadmap. Maybe you need:

• Better organization
• Closer alignment to your goals
• Improved communication with your team

These roadmap templates can help you with all that and more!

• Strategic vision: These templates aren’t just for short-term goals. They help plan for upcoming months and even years. This way, you can always stay one step ahead.
• Efficiency: no need to start from scratch. These templates free up your time for strategic thinking instead of mundane formatting tasks.
• Organization: seamlessly juggle your objectives, deliverables, and timelines. Eliminate chaos and maintain clarity.
• Communication: designed for everyone involved – from teams to stakeholders. They visually articulate your strategy ensuring alignment.
• Flexibility: every product is distinct. Your roadmap should be too. Choose from four varied templates based on your needs.

How to use product roadmap templates

Templates are a starting point, and it’s all about how you use them. Here’s how to make these templates work for you.

• Customize wisely. Begin with your overarching goals and align your roadmap accordingly. Be concise. Prioritize clarity over clutter. And remember – different projects might require different formats. Diversify as needed.
• Collaborate. Share the vision and rationale with stakeholders. Encourage feedback and recognize different viewpoints. This collective approach enriches your roadmap and fosters a sense of ownership among team members.
• Stay updated. Market dynamics shift. Ensure your roadmap is Agile. Celebrate achievements, learn from missteps, and consistently review and refine your approach. Solicit feedback, especially from users – their insights can prove invaluable.
• Stay consistent. A new method might seem daunting initially, but persistence pays off. A tool is only as effective as its consistent application.

Try product roadmap templates today

In product management, a clear roadmap is your guiding star. That’s why our free product roadmap templates are so useful. They simplify complex strategies, save precious time, and enhance team alignment.

Ready to give them a try? Here are your next steps:

• Start now! Download your free templates and embark on a well-defined product journey.
• Share your experience. Your feedback is crucial for our continuous improvement and community learning.
• Level up! Explore our roadmap software with a free Canny account.

Your path to a streamlined product strategy is just a click away.

The post Master product planning with these free roadmap templates + examples first appeared on Canny Blog.

The post Master product planning with these free roadmap templates + examples appeared first on Canny Blog.

One of the best ways to handle this kind of growth is to build your product team. But then you face a new problem. How can you scale your team without sacrificing quality or profit? After all, you don’t want to end up with  “too many cooks in the kitchen”. And you definitely don’t want to expand your team beyond what your budget can handle.

So, how can you overcome these problems and expand successfully? In this post, we’ll look at eight tried-and-true strategies for scaling a product team. But first, let’s get into the background information.

Why do you need to scale your product team?

There are many reasons for scaling a product team. Typically, it’s necessary because your organization is experiencing rapid growth. Your product has become successful and achieved product-market fit. You’ve attracted more customers, and there’s a growing list of user needs.

Scaling your team is often a reaction to feedback and product insights. For example, if you’re using something like Canny’s customer feedback tool, you have some great insights about your users.

Feedback from your users might lead you to consider adding a new product line for example. To do that, you need a bigger product team – to make sure they can cope with the increased workload. 

To continue growing, you have to make sure that your product can support its growing user base. And you have to do this without any drop-off in quality. It’s even more important if your company is experiencing hypergrowth. In that case, it’s vital to prevent your team from burning out.

Yes, there are dangers in scaling too fast. But you should begin the scaling process as early as you can. Otherwise, your team will have more work than they can handle, and this will seriously hamper their productivity.

What are the challenges of scaling a team?

So, we know why you want to scale your product team. But, what kind of challenges will you face while doing it? Well, the bigger a team gets, the harder it can be to keep everyone coordinated. Here are a few reasons for that. 

1. Disconnect

Why? First, large product teams generally have to deal with many products and features. They will face competing priorities, handle large amounts of data, and use a range of disparate tools and systems. This can lead to disconnected processes and even to silos developing within a team.

2. Range of opinions and expertise

Second, larger teams have a wider range of skills, specialties, experiences, and outlooks. On a product team, you’ll usually have UX designers, development teams, a product manager, and a QA engineer. There may also be a project manager, marketing strategists, and graphic designers.

This diversity is a good thing. But each of these team members will approach ideation and project management differently. It can be tricky to get everyone working as a close unit. It gets even more complicated  as new team members join an existing team.

Plus, in large teams, unanimous decisions aren’t possible all the time. There may be arguments about the best course of action, or the best tool to use.

3. Product quality

Big teams can struggle to come together around the key goal (to deliver a great product to your customers). In short, even with more people to handle the growing workload, product quality can take a hit.

4. Conflicting priorities

Another issue is – expanding business has shifting requirements. The team setup that works for you now might not be the same in a year’s time. So you have to try to forecast future needs and build some flexibility into the team. That means hiring for quality, not only for quantity.

5. Culture

It can also be difficult to generate a shared sense of company culture in bigger teams. You have to ensure the team is cohesive, even with new hires or restructured roles. It’s vital to make the right decisions about how you communicate and collaborate.

Let’s talk about some strategies to combat these issues.

Eight strategies for scaling a product team

Scaling a product team isn’t a walk in the park. But, with the right strategies in place, you can make the expansion a lot smoother. As promised, here are eight ways to do that.

1. Clear team responsibilities

A strong team structure is key when it comes to organizational growth. Yes, rapid growth comes with a lot of risk for your business. But you can mitigate this (and preserve product quality) with good team management.

Everyone on the product team must be crystal clear on their own responsibilities. When people know exactly what’s expected of them, they can get the task done faster. There’s no need to ask extra questions or wait for the team leader to respond. And everyone has ownership and accountability for their tasks.

Team members also need to have a good awareness of what their colleagues are doing. This way, you can prevent any confusing overlaps and duplicated work. Plus, nobody will feel like someone’s stepping on their toes. 

You don’t want two people working on the same product feature at the same time. Clarifying team responsibilities also helps you uncover any gaps in your operations. By dividing up tasks and roles, you’ll be able to see where key skills or personnel are missing. This gives you a better idea of who you need to hire to help your product team operate at its best.

TL;DR: help everyone get clear on their responsibilities. Make sure everyone knows who’s working on what and what the expectations are.

2. Streamlined resource allocation

If poorly managed, rapid growth can lead to a particular resource used up too fast on a single product area. This will delay production elsewhere while you wait for replenishments to arrive.

It can also cause different teams to fight over the same resources, which disrupts teamwork and may affect collaboration in the future.  

So, how can you prevent these problems? It’s vital to streamline and optimize your resources. You need to ensure you always know exactly what’s available and who needs it. The right software can make all the difference to this task. 

For example, you might use a cloud ERP platform to keep track of your resources. Enterprise resource planning tools usually have intelligent workflows and project management capabilities. This means that team members can also log in and check resource availability. 

On top of this, you could consider using organization tools such as shared calendars. This will help you to manage access to resources. Tools like this make communication much easier and prevent any potential clash. 

TL;DR: optimize your resources. There are many tools that can help.

3. Enhanced communication channels

It may sound obvious, but communication is crucial for rapid scaling of a product team. This is because it is crucial for good team relationships and smooth collaboration, as well as also being useful for delegating tasks and checking in on progress.

Regular communication helps to foster a sense of community. It also promotes transparency. Managers can share goals and updates with everyone involved, no matter how big the team is. That way, you’re keeping all colleagues in the loop.

As your product team grows, communication will become more complicated. You can resolve this by using enhanced communication channels. But which ones should you choose? Think about how your team works, and which technology would make the most sense for them.

Here’s an example. Stop relying on clunky email threads to discuss everything. Instead, you could introduce chat platforms such as Slack. Missive is a great email tool we use – we can have internal conversations just under an email thread.

These tools make communication clearer, easier, and more specific. They allow your team to fire quick questions and thoughts at one another. They also allow for unrelated discussions to break off into separate threads when necessary.

Make sure that you don’t overburden your team with too many check-ins. It’s easy to book your calendar with calls and feel busy. But it’ll get very hard to get any work done.

In fact, some companies are choosing to cancel all meetings. And many schedule no calls/meetings weeks for focused work.

TL;DR: communication is important. But it’s all about balance. Overcommunication exists, and it’s unproductive.

4. Agile, Waterfall, and Scrum project management 

There are a few approaches to project and product management. Agile and Waterfall methods are two of the most popular ones.

Neither is better than the other. But each works better for certain teams, projects, and timelines.

• Waterfall separates a project into ‘phases’ or ‘packets’ that flow one after the other.

• Agile is about developing projects in increments and on an ongoing basis. It allows many processes to run in parallel.

If you’re scaling a product team, Agile might be better. It’s fast and flexible, which is ideal when you’re scaling. It gives your developing team the scope to figure out how they work best. 

Again, the right tools can be a massive help here. Good business management software can help you manage projects in an agile way.

It also reduces many of the risks associated with Agile. For example, with access to real-time data, you can spot problems early. This allows your team to pivot in a different direction before issues arise.

Scrum

Another type of Agile methodology that you can use is called Scrum. This involves splitting the team up when it becomes unwieldy. Oversized teams are often inefficient and not great at communicating.

Scrum puts emphasis on regular feedback, continuous learning and adaptability.

When using Scrum methodology, you divide work and assign it to small teams (3-9 people). They meet regularly to discuss current tasks and any roadblocks. There’s also a Scrum master who helps to remove these obstacles to ensures team efficiency.

Scrum’s focused on collaboration and uncovering problems. This makes it a particularly useful methodology for complex projects and fast-paced environments. 

TL;DR: when scaling a product team, Agile method is your best bet. If your Agile team gets hard to manage, turn to Scrum to split it up.

5. Constant learning and development

A time of growth is also a time of learning and development. It’s especially important to take note of lessons learned as your product team grows. For example, let’s say a lack of resources led to a delay. Was it because of poor communication or poor forecasting? Find out what happened, and improve your processes going forward.

Making changes isn’t always straightforward. It’s all too easy for product teams to become set in their ways. Once they find a formula or dynamic that works, it can be difficult to shake things up.

It’s important for leaders to explain why changes are necessary. You should also highlight the benefits of upskilling and training.

When you emphasize learning and development, your team becomes more open to new ideas, members, and processes. This makes product management and product development more flexible and dynamic. It also gives your team structure the flexibility to expand without issue.

TL;DR: promote a culture of constant learning. Take notes of lessons along your product development journey.

6. Quality assurance processes prioritization

When you only have a few people working on a product, quality assurance is easy. Everyone focuses only on the product and invests in it. But, as your team grows, this focus often gets diluted. Team members’ attention deflects to other products and processes. Or it gets diffused throughout a larger team. That makes it easy for quality to drop.

Plus, when your business is new, the product may not be particularly complex. But, as you start to add more features or new product lines, it’s harder to keep on top of quality. To make sure quality doesn’t suffer as your development team expands, you should focus on quality assurance (QA). Bring in QA processes and emphasize their importance at all times. It’s worth hiring QA specialists or upskilling existing team members for this task.

TL;DR: watch the quality. Invest in additional QAs if necessary.

7. Cross-functional integration

Your product processes must integrate well with your marketing platforms and strategies. If not, you’ll experience problems. This disconnect could have a big effect on both your product and customer experience. 

For example, marketers will face problems while relaying customer needs to the product team. And the product team won’t be able to feed things such as product unique selling points (USPs) back to marketing. That’s not efficient for your team or your customers.

So, it’s important you break down these silos. You must make sure your product team is well-integrated with all other aspects of your business. The product team should be cross-functional. It must be able to communicate and collaborate across your organization.

We’ve covered integrating the teams themselves. It’s also crucial that you integrate your systems. Tools for communication, project management, and business intelligence should work together. It should be easy for your teams to access all the information they need from a single source of truth.

TL;DR: establish one source of truth among your tools.

8. Working side by side with automation

Automation is taking the world by storm, and it can work wonders for your expanding product team. The right automation can take a lot of the mundane pressures off your employees. This will allow them to concentrate on what they do best.

For example, resource management software can help you manage your inventory and resources. Similarly, business management software can produce automated workflows and onboarding schedules. This takes a major workload off your employees’ shoulders.

There’s almost no limit to the types of tasks you can automate if you have the right software. By boosting productivity, automation can bring a significant reduction in costs. That means there will be more cash for scaling your team and for ensuring the ongoing quality of your products.

TL;DR: embrace automation to save time.

A bigger product team doesn’t have to mean lower product quality

A large product team brings a variety of skills and perspectives to the table. Such teams are able to handle the increased workload that comes with rapid growth. But it’s harder to ensure smooth collaboration and to keep everyone aligned with the key goals.

To avoid problems with product quality, it’s vital that you make a plan for scaling your product team. That means:

• Hiring the right people
• Prioritizing the right tasks
• Choosing the right communication channels
• Integrating systems
• Identifying issues before they arise

Scaling a product team takes time, effort, and commitment. But with the right strategy, you can expand successfully without sacrificing product quality.

If you follow these eight strategies, growth will become exciting. You’ll also boost your product’s reputation in the process.

The post Eight tips for scaling a product team without sacrificing quality first appeared on Canny Blog.

The post Eight tips for scaling a product team without sacrificing quality appeared first on Canny Blog.

This is kinda like developing software without user stories. You know the ingredients: code, design elements, and functionality features. But which ones are needed exactly? Where do these components fit into the equation?

User stories help answer these questions. They clear guidance on what needs to be done.

Let’s explore how user stories can help you build user-centric products.

Understanding user stories in Agile development

User stories are an essential tool within the Agile development methodology. They provide a straightforward approach to express how to build features users’ perspectives.

But what exactly is a user story?

A user story is typically expressed in one sentence and focuses on:

1. Who will use the new capability (the user)
2. What they need it for (the goal)
3. Why it’s important (the benefit)

 The user story format is concise and delivers value to users effectively.

User stories break down epics into smaller, more actionable tasks. This lets your team be flexible in building the most pressing user stories that make up an epic. 

How do you develop a user story to guide you? There’s an easy formula.

The magic formula: as an [actor], I want [action], so that [benefit]

This formula represents the heart of any good user story. It helps developers understand the ‘who’, ‘what’ and ‘why’ of a story. They avoid getting too involved in technical details too soon.

“As an online shopper, I want to filter products by size, so that I can quickly find clothes that fit me.”

This example demonstrates all three elements:

1. Actor (online shopper)
2. Action (filter products by size)
3. Benefit  (‘quickly find clothes’)

The aim here isn’t detailing every aspect of implementation. Rather, it helps guide those discussions later on. Typically this happens during backlog grooming or sprint planning sessions.

Keep reading to see some examples of this formula in action.

Paving way for better conversations

More than mere tools for requirements gathering, user stories foster collaboration. They’re written from end-users’ perspectives. This sparks more user-centric conversations among team members about product features.

They start conversations between developers and stakeholders. That could include product owners, business analysts, and even end-users. They help teams understand the value each piece of work delivers. This drives prioritization in backlog refinement sessions.

Putting users at the heart of development

User stories help you build products that truly resonate with their audience. It’s all about making the users’ needs a priority, so they get an experience tailored to them. That’s a big reason why user stories are such a powerful tool in Agile development.

Key takeaway: 

User stories give a clear direction to your team. They focus on the user’s goals and benefits they’re looking for. This approach fosters collaboration and keeps everyone in sync with users’ expectations. They ultimately lead to more successful products.

User research — the key to better user stories

Understanding your users is crucial. 

To write effective user stories, conducting thorough user research is key. It allows you to gain insight into users’ behaviors, needs, motivations and challenges. These are all essential elements in crafting meaningful and impactful user stories.

You’re looking for rich qualitative data to inform your product development process.

A good starting point for gathering this information could be surveys or interviews. You want to ask open-ended questions. You want to understand users’ goals, pain points, and more.

You can also look to user feedback to learn about your users. If you’re using a product management software with user feedback tools (like Canny), you likely have a wealth of feedback to learn from. 

You can also review your customer support tools for more feedback. Chat logs, support tickets, call transcripts – they all have valuable user data you can learn from. 

Benefits of using user stories

User stories serve as a bridge between the technical team and stakeholders. They offer several benefits that help streamline product development.

Better communication and understanding

User stories are a simple way for teams to discuss features from users’ perspectives. They help everyone involved understand the value each feature brings to the user. That makes it easier to prioritize tasks effectively.

Fostering customer-centric thinking

They also encourage teams to think about features from the customer’s viewpoint. It’s not just about what a system should do but why it matters to users. This is a fundamental shift towards more customer-centric thinking.

Resource – How to start making your business customer focused

Promoting collaboration

Creating user stories is typically a collaborative process involving both developers and stakeholders. This interaction promotes shared understanding and reduces misunderstandings, making your agile journey smoother.

Maintaining focus on business value

A well-written user story emphasizes business value by defining ‘who’, ‘what’, and ‘why’. With this focus, teams can align their efforts with business goals. This leads to better ROI on product development initiatives.

Note: using user stories definitely has its perks. But, they’re most effective when combined with other Agile practices. That includes things like iterative delivery, story mapping, and regular feedback cycles.

Anatomy of a user story

We already introduced the user story formula above. Let’s break it down.

A user story is like the blueprint for a product feature. It’s brief, yet insightful, capturing the essence of what users need in just a few sentences.

Key components

User stories have three main parts: as an “actor”, I want to ‘action’, so that ‘benefit’. The ‘actor’ represents who wants the feature – typically your user or customer. The ‘action’ is the thing they’re wanting to accomplish, and the rationale for that can be seen in the ‘benefit’.

Think about it this way. If you’re a hungry person (actor), you’d eat cookies (action) because you’re craving sweets (benefit). So simple but it paints such a clear picture.

The importance of simplicity: the INVEST principle

In crafting user stories, simplicity reigns supreme. 

A key way to do that by splitting user stories effectively. This ensures they remain manageable and deliverable within one sprint.

A good way to remember this is through Bill Wake’s INVEST principle. It stands for Independent, Negotiable, Valuable, Estimatable, Small and Testable.

Independent: Each story should be self-contained so there is no dependency on another story.

Negotiable: Until they are part of an iteration, items can always be changed or rewritten.

Valuable: The story needs to be valuable for the user on its own. 

Estimatable: It needs to have some estimate of how much effort it will require. 

Small: User stories should be achievable in a reasonable amount of time. 

Testable: Once built, the user should be able to test that their goal can be accomplished. 

Acceptance criteria: defining done

Last but not least are acceptance criteria. These act like checkpoints verifying if the completed work meets all requirements.

Using acceptance criteria helps teams understand when a user story is ‘done’. It clarifies the requirements, eliminates ambiguity and fosters shared understanding among team members. Remember, clarity breeds success in Agile development.

Here’s what acceptance criteria would look like for a user story focused on online shopping:

1. Browse products: The customer should be able to view all available products. That includes their details like images, descriptions, and prices. This is similar to walking through aisles in a physical store.
2. Select items: The customers must have the option to add desired products into a virtual ‘shopping cart’. They should also be able to change quantities or remove items from this cart if needed.
3. Purchase process: Customers need a clear and straightforward process for checking out and paying. This includes entering shipping information and choosing among various payment methods.
4. Email confirmation: After paying, customers receive an email confirmation with their order summary and delivery date.

These expectations ensure everyone understands what needs to be done before this user story is complete.

The anatomy of a user story might seem basic. But, each component plays an integral part in successful Agile development. After all, as they say in Hollywood – there’s no small parts, only small actors.

Key takeaway: 

Picture a user story as your feature’s blueprint – short yet rich. It comprises three elements: ‘actor’, ‘action’, and ‘benefit’. This simple format helps capture what users need from the product, why they want it, and who needs it. Always keep stories independent, negotiable, valuable, estimable, small, and testable for clear understanding. Be sure to include acceptance criteria with each story. 

Creating effective user stories

Writing effective user stories can be challenging. Let’s apply the formula and break it down into smaller chunks.

The role of ‘as a…’

Start by identifying the actor / user, often represented as “As a [user type]”. This helps you maintain focus on who will use your product and their needs. For example, “As an online shopper” or “As an app developer.”

Focusing on the ‘I want…’

Next is expressing what the user wants to do with your product: “I want [some feature].” Be specific about this need or goal. A well-defined goal might look like this:

“I want to compare prices across different vendors.”

Nailing down ‘so that…’

Finally, explain the why — the benefit — expressed as “so that…”

Here’s where you make clear what problem you’re solving for users. For instance, “So that I can get the best deal.”

An example user story

Pulling all these elements together could result in something like:

“As an online shopper, I want to compare prices across different vendors so that I can get the best deal.”

It identifies who (online shoppers), what (compare prices), and why (get the best deals).

Making sure your user stories are effective

To ensure effectiveness of your user stories remember three key points:

1. Your story should always center around end-user benefits
2. Avoid technical jargon – keep it simple and straightforward
3. User stories aren’t set in stone. They’re designed to evolve based on customer feedback and changes in business goals.

Writing effective user stories is a skill that improves with practice.

Key takeaway: 

Creating compelling user stories in Agile development involves a three-step process: identify the user with “As a…”, express their needs with “I want…”, and explain the benefits with “So that…”. Remember to keep it simple, focused on end-user benefits, and open to evolution over time.

Common pitfalls in writing user stories

There are several traps that can hinder your progress in writing user stories. Let’s explore the most frequent issues and how to steer clear of them.

Pitfall 1: vagueness

User stories need clarity for effective implementation. Avoid writing vague descriptions like “As a user, I want better functionality.” Instead, be specific. For example, “as a content writer, I want an auto-save feature so that my work doesn’t get lost.”

Pitfall 2: overcomplication

Brevity is the soul of wit, and also of good user stories. Overloading a story with too many details can confuse developers. Keep it simple; focus on one action per story.

Agile Alliance has some great examples to help you keep things concise yet impactful.

Pitfall 3: neglecting the end user perspective

The whole point of a user story is to reflect what users need from their perspective, not yours. Don’t let tech jargon creep in; remember who your audience really is.

Pitfall 4: forgetting acceptance criteria

Acceptance criteria helps everyone understands when the user story’s goal is met. Without these parameters clearly defined, development could veer off course. Make sure to include these in your user stories.

Pitfall 5: neglecting regular reviews

Don’t let your user stories gather dust. Conduct regular reviews to ensure they remain relevant and useful. Update them as necessary based on customer feedback or changing market trends.

Let’s not forget– our ultimate aim here is to craft something exceptional.

Key takeaway: 

When writing user stories, avoid pitfalls like vagueness and overcomplication. Stay specific and concise while focusing on the end-user perspective. Don’t forget to set clear acceptance criteria. Conduct regular reviews for relevance based on customer feedback or market trends.

Real-world examples of user stories

A user story puts a face on the product’s end-user. It makes it easier for teams to empathize and build with users’ needs in mind. Let’s look at some examples that illustrate this concept.

The music lover

User: As an avid music lover,

I want: To create personalized playlists,

So that: I can listen to my favorite songs anytime.

This example showcases how simple yet effective a user story can be. The development team gets clear insight into what they need to deliver – a feature allowing users to make custom playlists.

The busy mom

User: As a busy mom,

I want: To quickly find healthy recipes,

So that: I can prepare nutritious meals for my family efficiently.

This gives the development team direction on providing easily accessible healthy recipe options. It meets the real-life requirements of their target audience.

The freelance writer

User: As a freelance writer,

I want: To check my grammar,

So that: I can produce error-free articles.

Another example where understanding the user’s perspective helps develop tailored features. Here, high-quality grammar checking tools are key. These insights let product managers develop truly responsive solutions.

These examples highlight just how useful user stories can be in product development. Remember to kick off your project with a user story – it could make all the difference.

Comparing user stories with use cases and scenarios

If you’ve dipped your toes into Agile development, you’ll have encountered user stories. But how do they compare with use cases and scenarios? Let’s explore that. 

User stories vs. use cases

A user story is a brief, simple description of a feature told from the perspective of an end-user. It focuses on their needs. It provides valuable context that helps develop solutions that resonate with users.

In contrast, a use case offers more detail. It defines interactions between actors (users or systems) and the system under design. User stories foster empathy by putting developers in users’ shoes. In contrast, use cases help clarify functional requirements to avoid ambiguity during implementation.

A user story focuses on what users need from a product rather than how it should be implemented. It’s written from the end-user’s perspective in natural language that reflects user requirements. For example:

“As a Canny user, I want to easily categorize feedback so that I can prioritize my tasks effectively.”

This simple statement outlines who the user is (a Canny user). It also details what they want (to categorize feedback), and why they need it (to prioritize tasks). The format encourages teams to focus on delivering value to users instead of getting caught up in technical details.

Use cases provide more detailed descriptions about interactions between ‘actors’ and systems. They include preconditions, postconditions, basic flow events, alternative flows, and exceptions. Here’s an example:

“A product manager logs into Canny’s platform. If login is successful, he/she then accesses dashboard where he/she can view categorized feedback. Feedback is sorted by priority.”

The use case provides explicit detail about how interaction with the system takes place. This helps developers understand exactly what functionality must be built into the system.

User stories vs. scenarios

Scenarios, like user stories, emphasize human elements — emotions and goals. But, they delve deeper into real-world contexts where software might be used.

This practical focus makes scenarios perfect tools for envisioning complex situations. They complement, rather than compete, with concise but high-level user stories.

Here’s an example:

“John logs into his account on ShopSmart’s website. He navigates to Men’s Clothing -> Shirts. He sees an option ‘Filter By Size’. He clicks it and selects ‘Medium’. The page refreshes showing only medium-sized shirts.”

The user story for this could be:

“As an online shopper, I want to filter products by size so that I can quickly find items that fit me.”

The scenario gives us insight into John’s journey while he tries to complete his task. The corresponding user story simply states John’s end-goal. It doesn’t detail how he achieves it.

Both serve as vital communication tools in product management. But, they operate at different levels of detail. User stories help us understand what our users need. Scenarios provide a detailed view of how they might interact with the product to fulfill those needs.

These concepts may seem similar at first glance, serving overlapping purposes. But, they each bring unique value to Agile development practices. Understanding when and why to use each provides effective communication among team members.

Advanced user story techniques

Taking your Agile development to the next level requires more than just a basic understanding of user stories. Let’s delve into some sophisticated approaches that can give you a competitive advantage.

User story mapping for better visualization

An excellent tool for visualizing the workflow from a user perspective is user story mapping. It helps product teams better plan their development path. Essentially, you map out your user stories in a visual path. Then, you specify the tasks and activities required for each story.

Epic user stories: dealing with complexity

Sometimes features are too complex to fit into one single user story – that’s where epics comes in handy. Epics help break down these larger pieces into smaller chunks. Think of them epics as a collection of user stories. They help maintain focus on delivering value incrementally.

Here’s an example

“As an online shopper, I want search functionality so I can quickly find what I need.”

This might become multiple stories under an epic called “Search Functionality”. This technique allows teams to manage complexity without losing sight of their goals.

User stories help you build better products

A well-crafted user story gives clear directions to follow in building user-centric products. They guarantee all parties are are aligned and the customer’s needs are satisfied.

If you want to get valuable user insights for your user stories, get a free Canny account. You’ll automatically capture valuable user feedback that can inform your user stories. 

The post Understanding user stories and how they help in product management first appeared on Canny Blog.

The post Understanding user stories and how they help in product management appeared first on Canny Blog.

One of the most important steps is to have an innovation strategy. And, you need to know how to act on it.

That’s what you get with an innovation roadmap.

It might seem like innovation is hard to plan. Brilliant breakthrough products like the first smartphone might seem like a stroke of genius. In reality, many innovative products are carefully researched and planned. They don’t just happen.

The innovation roadmap helps you map your path towards growth and innovation. It also helps you navigate competitive pressures and market changes.

This post will guide you on this journey to innovation. We’ll explore the core elements of an effective innovation roadmap. We’ll also look at different types of innovations and how they drive business growth.

Many companies struggle to foster a clear focus on their innovation goals. By following innovation roadmapping best practices, you can overcome that.

Let’s dive in.

Understanding the innovation roadmap

An innovation roadmap is a plan that outlines how you’ll innovate. It plans projects that your innovation team thinks will deliver new, unique value.

This can help you gain a competitive advantage.

It’s more than just a timeline. It’s about planning how you’ll deliver value to your customers.

Innovation roadmaps guide businesses towards market leadership, setting strategic goals along the way. They help companies navigate through complex environments with confidence and precision. And like in any journey, buy-in from all stakeholders is crucial for success.

The core elements of an innovation roadmap

A good innovation roadmap has several key components:

1. Vision
2. Objectives
3. Initiatives
4. Timeframes
5. Milestones
6. Dependencies
7. Resources

The vision sets out where you want to go – your ultimate goal or destination.

Objectives are what you need to accomplish on your way there. These should be specific and measurable.

Initiatives are projects or actions to meet those objectives. These could be feature requests, internal ideas, or bug reports. 

Each initiative should have a timeframe specified. Often, you’ll specify whether it’s a short-term, medium-term, or long-term initiative. This helps you set clear expectations and timelines for meeting your objectives. 

Milestones highlight key events in your roadmap. Often, milestones could be completing a specific initiative or group of initiatives.

You’ll want to identify dependencies. Some initiatives need to be finished before others can start. Identifying these lets you prioritize critical initiatives and build sequentially. 

Each initiative’s resource requirements should be specified. These could include staff time, budget, software, etc. This is critical so you can prioritize your resources effectively. 

Including all these elements in your roadmap helps you stay focused and on track.

The role of stakeholders in innovation roadmapping

Roadmapping can’t occur in isolation. You need participation from everyone involved. That includes stakeholders. They have vested interests and insights into various aspects of the business. Stakeholder buy-in helps your roadmap be a living document guiding your strategy. Without it, your roadmap may sit untouched on someone’s hard drive.

Companies with high stakeholder involvement have a higher chance of innovation success. So, consider regular touchpoints to update stakeholders about progress against goals.

Adaptability fosters innovation

Embarking on the innovation journey is thrilling, filled with possible discoveries and breakthroughs. Let’s make sure we’re holding the best map. Remember – our path may change, but as long as we focus on our goal, we can overcome any challenges.

Types of innovation

As you build your innovation roadmap, it’s useful to keep in mind what type of innovation you’re working on. Let’s discuss and illustrate some common types of innovation. 

Product innovation

This type involves introducing new products or enhancing existing ones. Think about how Apple revolutionized the mobile industry with its iPhone. It’s a classic example of product innovation. But, it’s not just about creating something new. You have to make sure that ‘new’ offers significant value to customers.

Process innovation

Process innovations focus more on improving efficiency within an organization’s operations. The assembly line invented by Henry Ford is a shining example. It was unheard of that each worker would only work on one part of the process. But, it worked. It dramatically increased production speed while reducing costs.

Business model innovation

Business model innovations tackle changes in company structures and strategies. Companies like Uber and Airbnb didn’t invent anything novel. Both taxis and hotels existed long before these innovators. They just transformed traditional business models, leading to breakthrough innovations.

Service innovation

Service innovation focuses on improvements made towards customer services. Amazon Prime’s one-day delivery system is a great example. Customers loved getting their shipments in a day instead of several days. It boosted customer satisfaction with its innovation. And Amazon isn’t stopping there – they’re now offering 1-hour delivery!

Disruptive innovation

This is what most people think of when they hear “innovation”. A real breakthrough, something that no one has seen before.

Clayton Christensen introduced this concept in his 1997 book “The Innovator’s Dilemma.” It talks about innovation that creates a new market and value network. Eventually, it disrupts it. This disruption often replaces established market-leading firms and products.

Typically, products in this category start in a niche market. They often offer a unique competitive advantage and improve rapidly.

Netflix is a popular example in this category. It started by mailing DVDs. It transitioned to online streaming, eventually disrupting traditional cable TV.

Radical innovation

Radical innovation is also known as breakthrough or transformative innovation. Products in this category significantly differ from what currently exists on the market. These innovations often introduce entirely new paradigms. They can reshape industries or even create entirely new ones.

Radically innovative products involve a high level of risk (and potential reward). They take longer to develop and require lots of knowledge and capabilities. Most importantly, they present a fundamental change.

Electric cars are a great example of this category. The concept of electric vehicles (EVs) isn’t new. However, advancements in battery technology have positioned EVs as a radical innovation.

Incremental innovation

Incremental innovation is a series of small improvements or upgrades. You can apply incrememntal innovation to existing products, services, processes, or methods. Incremental innovation is the opposite of radical or disruptive innovation. It doesn’t typically involve significant breakthroughs or entirely new approaches. Rather, it plays the long game. It’s also lower risk than other types of innovation.

An example could be a software update that fixes bugs. It’s not a massive change, but it’s still important and valuable.

Architectural innovation

Architectural innovation reconfigures existing product’s components in a new way. The core design concepts and main components remain largely unchanged. This type of innovation changes the relationship between the pieces of the problem. It does that without changing the pieces themselves.

Here’s an example. Web hosting shifted from centralized servers to distributed cloud-based servers.

As you were reading this, one or two types and categories of innovation might’ve resonated with you the most. If so, keep them in mind as you continue reading.

Building your innovation roadmap

Now that you know what to include in your roadmap, you can start building it.

An innovation roadmap is a visual representation of your innovation journey. It charts the course from ideation to implementation. Here’s a step-by-step guide to building your innovation roadmap:

1. Define your goals:

• Start with the end in mind. What do you hope to achieve with your innovations? Entering a new market? Improving customer experience? Increasing operational efficiency? Whatever your aims, make sure you have clear objectives.

2. Gather insights:

• Dive deep into market research, customer feedback, and industry trends. Understand the gaps in the market and the needs of your customers.

3. Brainstorm ideas:

• Bring together a diverse team and encourage free thinking. Use techniques like design thinking or SWOT analysis to generate a plethora of ideas.

4. Prioritize initiatives:

• Not all ideas are created equal. Evaluate each one based on its potential impact, feasibility, and alignment with your goals. Check out our post on product prioritization to see how to best do this.

5. Allocate resources:

• Determine the budget, staff time, and time required for each initiative. Make sure you have the necessary resources to bring your ideas to life.

6. Set milestones:

• Break down the innovation process into manageable chunks. Set clear milestones with deadlines to keep the team on track.

7. Visualize the roadmap:

• Use tools or software to create a visual representation of your roadmap. This will help in communicating the plan to stakeholders and keeping everyone aligned. You can get Canny’s roadmapping software for free. 

8. Gather feedback and iterate:

• Once your roadmap is in place, share it with a broader audience. Gather feedback, make necessary adjustments, and ensure it remains a living document.

9. Monitor progress:

• Regularly review your roadmap. Track progress against milestones, celebrate successes, and address any roadblocks.

10. Evolve and update:

• The innovation journey is dynamic. As market conditions change and new insights emerge, revisit and update your roadmap to stay relevant.

Building an innovation roadmap is a collaborative and iterative process. It provides clarity, direction for your team. And, it ensures that your innovative ideas translate into tangible results.

Chart a course for innovation

Innovation certainly isn’t a breeze. But, with an innovation roadmap, you can give yourself a great shot at successfully innovating. 

Remember – they’re not just useful for creating products. They also help innovate processes, business models, and services too. 

The innovation management process is key to successful business growth. And, innovation roadmaps are one of the best tools to help that process. 

The post What is an innovation roadmap? How does it support your innovation strategy? first appeared on Canny Blog.

The post What is an innovation roadmap? How does it support your innovation strategy? appeared first on Canny Blog.