Product Review: North

Ever since I reviewed Warby Parker last year I’ve been intrigued by companies that aim to disrupt the experience of buying glasses. So when I heard about a company called North, my ears perked up and I decided to explore their product further:

My quick summary of North before using it – I expect a value proposition similar to Warby Parker, with North offering a simple way to discover and buy new glasses, perhaps a novel take on the “try before you buy” concept.

How does North explain itself in the first minute? – “Focals. Smart glasses that put fashion first” is the strap-line above the fold on the homepage of https://www.bynorth.com/. The combination of the word “smart” in this strap-line and the picture of a Google Glass like pair of glasses tells me that this site sells glasses that display information in a hands-free fashion.

 

 

When I scroll down the page, there is a further explanation of what “focals” are:

 

 

Getting started (1): Clicking on “Shop Focals” takes me to a product detail page, which includes a price point – starting at $599 – as well as styles and colours to choose from.

 

 

 

Getting started (2): “Premium holographic lenses” is the only bit of information on this page that I’m not sure about. It’s at this stage that I realise that I can’t buy the glasses online, but that I need to book a “custom sizing” appointment first.

 

 

Getting started (3): I decide to take a step back and learn more about Focals are. Clicking on “Focals” on the top navigation of the homepage takes me to a very useful “Explore Focals” page. I’ve never had a pair of Google glasses, but I don’ think they could be customised to the same extent that Focals can be tailored to the wearer’s needs.

 

 

Main learning point: I’m not yet convinced whether smart glasses will catch on. Perhaps the likes of North will make a difference, because their “focals” will look and feel like regular glasses. The customisation aspect of North’s product definitely resonates, and might just be the difference between North failing or being a runaway success.

 

Related links for further learning:

  1. https://www.bynorth.com/focals
  2. https://www.modernretail.co/startups/systemic-issue-the-customer-acquisition-challenges-dtc-brands-face-goes-beyond-cost/
  3. https://www.youtube.com/watch?v=5eO-Y36_t08
  4. https://www.digitaltrends.com/wearables/north-focals-news/

Product review: Range

Braden Kowitz is a great product designer, having established his craft at Google and Google Ventures. He’s worked on products such as Gmail and with successful startups such as ClassPass. So when I heard about Range, the startup that Kowitz is a co-founder of, I was keen to learn more about the product.

My quick summary of Range before using it? I expect Range to be a tool that helps companies engage more effectively with their employees.

How does Range explain itself in the first minute? “Teamwork simplified” is the strap-line above the fold on Range’s homepage, explaining how “Range helps you stay in sync and feel like a team, so you can do your best work together.”

 

It looks like Range addresses three main areas of employee communications and engagement:

  1. Check-ins – Enabling teams to run virtual stand-ups on a daily basis.
  2. Objectives – Setting and monitoring of OKRs.
  3. Meetings – Helping people to run more effective meetings.

 

 

Scrolling down, the homepage explains how Range is all about team work, helping its users to feel like a true team – even if the team is distributed across multiple locations.

 

 

Getting started: After I’ve clicked on the “Try free” call to action on the homepage, I’m directed to the first step of an on-boarding flow. It’s good how Range assures me that I can sign up for an initial 30 day period, without a credit card being required. I need to sign up via a Google account and I can request a demo in case I don’t have a Google account. It would be good to understand why I can only sign up via my Google account.

 

 

I use my personal Gmail account, since we don’t use Google for work email, and I receive below error message which explains how “Range is meant for work”. I’ll request a personal walkthrough instead …

 

 

When I click on the “Request a demo” call to action, I’m directed to a standard sign-up page, which worries me that I’ll be receiving a lot of emails before and after my demo. It’s therefore reassuring that Range mentions “Don’t worry, we hate spam too.” Not sure though whether Range will be able to fulfil my demo request since we use Microsoft Outlook at work.

 

Did Range deliver on my expectations? Not yet. I hadn’t realised that Range only works if you’re a G Suite Google user. Ask me again after my personal Range walkthrough 🙂

 

 

App review: TikTok

Lately, I’ve heard lots of good things about TikTok – which came out of Musical.ly, a hugely popular social media app – headquartered in Shanghai – that let you watch and create your own lip sync video to the music available on the app. I was familiar with Musical.ly but lost track somewhat after the company got acquired by Bytedance who merged the app with TikTok. Let’s have a look at the TikTok app:

My quick summary of TikTok before using it? I expect a highly interactive app, which lets users create and share their own music clips.

How does TikTok explain itself in the first minute? When I open the app, I see a quick succession of videos;  “Real Short On the job Videos”, “Real Short Art Videos” to “Real Short Weird Videos”.

 

 

What happens next? I swipe up on one of the videos I land on what looks likes a sample personalised “For You” news feed, with a standard overlay asking me whether I’d like to receive push notifications from TikTok. The feed does suggest it has been personalised for me, but I’m unsure what this is based on since I haven’t been on any on boarding journey where I, for example, started following other TikTok users or indicated my content preferences. Presumably, I’ll need to create a TikTok account first in order to be able to get tailored content and be able to create my own content.

 

 

 

What’s on boarding like? TikTok’s on boarding process is pretty straightforward: (1) it asks for my birthday (which won’t be shown publicly) (2) I can then sign up via my phone or email (3) set a password and (4) slide puzzle piece in the right place to make sure I’m not a bot.

 

Getting started – The first video in my personalised feed is a video from “cameronisscoooool” in which she shares her realisation who she is and describes herself as a “piece of sh*t”:

 

I realise straight away that I’m not the target audience for TikTok, which is totally cool – painful, but cool 🙂 Understanding how I can start either discovering new videos or creating my own is very simple; tapping on the “search” icon at the app’s bottom navigation displays trending content and tapping the black “plus” icon on the same bottom navigation.

 

 

Did TikTok deliver on my expectations? Yes. Based on my previous familiarity with musical.ly I was expecting just user generated music videos, but I like how TikTok has now broadened this out, combine music and video content.

Product review: Poshmark

My quick summary of Poshmark before using it – All I know is that Poshmark is a fashion site which has enjoyed phenomenal success recently and is rumoured to IPO later this year.

How does Poshmark explain itself in the first minute – “#1 way to buy and sell fashion” is the main strap-line on Poshmark’s homepage, urging people to sign up and “join millions of people on the largest social marketplace for fashion.”

How does Poshmark work? When I scroll down the Poshmark homepage, I see a “Brand Spotlight” which highlights the most popular brands available on Poshmark this week.

 

Clicking on one of the most popular brands listed, Banana Republic, takes me to a dedicated Banana Republic page, showing available products sold by Poshmark community members. “Just in” is the default filter that is set.

When I click on an item, I land on a fairly standard product listings page. Because of the seller – I presume – wearing the product, viewers can get a better idea of size and fit. One of the thumbnail images on the left hand side gives a good idea of the heads size appropriate for this hat.

Did Poshmark deliver on my expectations? Yes. Sellers on Poshmark can upload any new items very quickly and easily, uploading an image onto their ‘closet’ right from their phone. The process of discovering and buying products seems to be pretty simple. My only question mark would be around the ease of returning items. Since I haven’t tried returning an item, I can’t yet judge that part of the experience.

 

Related links for further learning:

  1. https://poshmark.com/
  2. https://www.forbes.com/sites/bizcarson/2019/06/11/poshmark-selling-home-decor/
  3. https://www.theverge.com/2019/6/11/18659886/poshmark-home-market-app-seller
  4. https://www.forbes.com/sites/margauxlushing/2019/05/31/i-tried-shopping-sustainably-on-poshmark-heres-what-i-learned/
  5. https://www.mercari.com/
  6. https://www.tradesy.com/
  7. http://fortune.com/2018/11/15/dia-co-series-c-40-million-plus-size/

Product review: ZocDoc

I’d never heard of ZocDoc before until I heard someone recently mention it on a podcast. The person in question mentioned something about an app that lets you find your local doctor. Intrigued to learn more, I decided to do a product review:

My quick summary of ZocDoc before using it – I expect a mobile app which lets me find local doctors and book appoints through a single interface.

How does ZocDoc explain itself in the first minute? Unlike other apps, I’m not entirely clear about what ZocDoc is all about. Perhaps I’m slightly distracted by the overlay message which asks me whether I want to accept notifications to “Get important reminders and wellness updates”:

 

How does ZocDoc work? Once I’ve dismissed the notification alert, I can view ZocDoc’s homepage in full. It enables me to search by illness, filter by location and availability:

 

Once I click on “Find” I get a load of results local to me, and available today:

This interface feels intuitive, although I personally could have done without the sponsored result at the top of the screen. This is where ZocDoc’s sorting functionality comes in handy, although I doubt whether I can completely filter out the sponsored results 🙂

Instead, results can be sorted based on “relevance” – although when I do this I start getting results with dentists who aren’t available today (which was one of the original filters) – “distance” and “wait time rating”.

 

Did ZocDoc deliver on my expectations? Yes. The app feels intuitive and does make it easier to book a medical appointment. I nevertheless feel that the app can work harder in terms of enabling customers to sort results, e.g. by price (with and without insurance) and availability. I believe this additional sorting ability will make the results feel even more relevant to the user.

Review: Shift

Having worked on a number of online marketplace products, I’m always curious about other online marketplaces out there. So you might be able to imagine my excitement when I came across Shift, a US-based marketplace for new and used cars. Having bought used cars before, I feel that the used car industry is ripe for disruption and my hunch is that Shift is aiming to do just that.

I can see plenty of room to improve transparency and trust when it comes to buying and selling used cars and I’m keen to learn more about how Shift tries to tackle both areas:

My quick summary of Shift before using it: I expect a platform that enables consumers to discover, compare and buy used cars. Unsure whether cars are bought from dealerships or from Shift directly. Also, wondering whether I can get finance through Shift to help purchase my car.

How does Shift explain itself in the first minute? The landing page of the site shows two women, seated in a car and looking happy. The main strap-line on the site reads “Simplified car buying”, followed by “Great cars. Better prices. Test drives delivered to you.” The main navigation bar in the top right hand corner of the page shows “Financing” as one of the options for people to consider.

 

 

How does Shift work? Shift’s “Concierges” deliver test drives to customers on-demand. After a test drive one can arrange finance and purchase the car on the spot. Shift applies three driving principles to its business, as it aims to “bring trust and simplicity to the peer-to-peer used car market”: convenience, value and trust. Shift sees the Concierge as a pivotal actor as part of this experience as it’s the role of the Concierge “to be your guide. It’s not their job to sell you a car, it’s to help you buy one.”

 

 

When, for instance, I look at a used Mercedes GLE 350 to buy (see screenshot below), a few things stand out to me:

“No-haggle list price” – So there’s no room for a potential buyer to bring the price down!? From a peer-to-peer perspective, I can see how a fixed price creates a lot of clarity and trust for both parties involved in the transaction, car buyer and seller.

 

 

Compare price – I would have loved to compare prices for the specific car I’m interested in. When, however, I click on “Compare” for a a number of different vehicles on Shift’s site, I keep getting a message stating that price comparison info isn’t available.

 

 

Mechanical inspection – Would love to learn more about Shift’s process that precedes the mechanical inspection as shown for each model on the site. I deliberately looked for cars that didn’t just have a perfect list, i.e. all green marks, and I found one (see below). This Toyota Prius (2010) has three body related issues. When I click to see details, the three issue are being explained clearly, as well as their impact on both the exterior and the drivability of the car.

 

Wear & tear photos – For this nine year old Toyota Prius, Shift offers seven wear and tear photos so that I can see clear evidence of the body related issues listed in the mechanical inspection report. I can thus make up my mind – before arranging a test drive – whether I can live with these issues or not.

 

 

Having looked into buying car, I now want to see how one can sell a car through Shift:

These three steps involved in selling a car through Shift feel very similar to selling through Vroom:

 

 

Get an estimate – Getting a Shift estimate for a car to sell feels pretty straightforward (see screenshot below). My only question is how car sellers can quickly figure out whether they’re getting a good price for their car, and how this estimated price compares to what they could get elsewhere.

 

 

How and when do I get paid? Shift will initiate payment to the the car seller at the end of the appointment in which they evaluate one’s car to sell. This approach made me think of real estate platforms such as Opendoor and Nested. These companies will buy your property off you (Opendoor) or pay an advance (Nested) after they’ve thoroughly inspected and valued your home. The comparison with real estate made me wonder whether Shift refurbishes the interior of car or improves the exterior once it has bought the car off you.

 

Screen Shot 2019-03-11 at 09.18.27.png

 

Did Shift deliver on my expectations? Yes. Refreshing to see the level of simplicity and transparency into an experience which has traditionally put the (uninformed) car buyer or seller on the back foot.

 

Related links for further learning:

  1. https://www.autogravity.com/
  2. https://www.lingscars.com/
  3. https://www.vroom.com/
  4. https://shift.com/cars/
  5. https://www.drivemotors.com/
  6. https://broadspeed.com/

My product management toolkit (34): product principles

“Values are like fingerprints. Nobodies are the same but you leave them all over everything you do.” Elvis Presley 

“Values” – each organisation has got them. Whether they’re explicit or implicit, strong company values underpin everything a business does (and doesn’t do). “Serve Our Users” for instance is a core value articulated in the Google Code of Conduct: “Our users value Google not only because we deliver great products and services, but because we hold ourselves to a higher standard in how we treat users and operate more generally.”

 

 

As product managers we use product principles, a clear set of standards and goals that connect company values with the outcomes that we’re trying to achieve, both for customers and our company. Before we look at example product principles, I believe it’s important to cover some terminology first:

  • Product principles – Specific principles that affect product development and decision-making.
  • Design principlesSpecific principles that drive product design, both in terms of the user interface and the experience. For instance, companies have design principles around their app content or navigation.
  • General product principles – Those principles which apply to building great products and whicvh are agnostic to company values and apply to every product.

Granted, lots of of people seem to talk about design and product principles interchangeably, but I treat them very much as two distinct concepts. For instance, “we’re always 100% transparent with our users” I see as a good example of a product principle, and one that which subsequently drive the design of the product or service as well as many other aspects of the product. Here are some key things to bear in mind with respect to product management principles:

  1. What to use product principles for? – Product principles can be very valuable at each stage of the product lifecycle, whether the product is at the idea stage or being considered for termination. In my experience, product principles ultimately help with decision making. Questions such as “should we add feature A or B?” or “which channels should we use for this product?”, can all be determined with the guidance of the overarching product principles.
  2. Who should use product principles? – Everybody in the business. Just as much as company values apply to all employees, I believe that product principles work the same. To think that product principles sit exclusively within the domain of a product person feels limiting. People across the business are involved in the product and should therefore at least be aware of the product principles.
  3. What do good product principles look like? – In essence, good product principles should (1) link closely to the overall company mission and values (2) be concrete enough to enable decision making (3) be easy to remember and (4) be specific enough within the context of customer outcomes. For example, at ecommerce platform Shopify the mission is “to make commerce better for everyone, no matter where they’re located or their level of experience.” From this mission statement, Shopify has derived its (product) principles: (1) put merchants first (2) empower but don’t overwhelm (3) build a cohesive experience and (4) be polished but not ornamental.

                                                    Taken from: https://polaris.shopify.com/guides/principles

 

Main learning point: Whilst I appreciate that values, design and product principles are often being talked about in the same breadth, I do recommend looking at product principles as its own concept. Well defined product principles can add a lot of value to product development and collaboration throughout the product lifecycle.

 

Related links for further learning:

  1. https://www.mindtheproduct.com/2017/06/applying-product-principles-guide-better-product-decisions/
  2. https://svpg.com/wp-content/uploads/2017/07/Example-Principles.pdf
  3. https://svpg.com/the-product-manifesto/
  4. https://uxcellence.com/2015/product-principles
  5. https://medium.com/@ElWexicano/product-principles-better-products-65e64f784c2b
  6. https://inside.6q.io/190-examples-of-company-values/
  7. https://abc.xyz/investor/other/google-code-of-conduct.html
  8. https://medium.com/etsy-design/creating-etsys-design-principles-4faf31914be3
  9. https://www.jasonshen.com/2014/no-silver-bullets-etsys-randy-hunt-on-product-design/
  10. https://polaris.shopify.com/guides/principles