If you're navigating the tricky waters of product rollouts, here are some no-nonsense strategies to help you get it right. Whether you're a product manager, CPO, or product associate, these insights are designed to keep your launches smooth and successful. Keep reading for 3 common scenarios we often see and what to do when you find yourself in these situations.
For more testing ideas for each of these scenarios, check out our Quick Vid, New Product Rollout: Testing Ideas to Run Before, During & After.
Scenario 1: Urgent Product Rollouts
When someone demands an urgent rollout of a new product, experience, or feature, the first thing to do is pump the brakes. Ask the critical questions: "Is this validated? Is there data or research behind it? Have we tested anything?" The answer is often no, which is a recipe for disaster. Here’s how to turn those no's into yeses:
Surveys and Polls:
These are your best friends. They're cheap, effective, and can provide statistically significant results. Convert the qualitative data into quantitative insights that stakeholders can digest easily.
Prototype Testing:
Don’t just launch new designs or features without testing. Use tools like Maze to prototype tests before going live. Understand user behavior and make adjustments to mitigate risk. It's inexpensive and saves a ton of headaches later.
Scenario 2: Planning Runway
Sometimes, there's no rush. Here's how to do it right:
Research Before Ideation:
Before jumping into deep ideation or design, do your homework. Identify market fit and gaps. Know what users love, hate, and struggle with. This guides your product development from the start.
Validation During Development:
Keep gathering data even as you develop. Use surveys, polls, and prototype testing to validate your ideas and mitigate risks.
Post-Launch Testing:
Once launched, keep testing. Use A/B or A/B/N tests, for example, to iterate on designs and features. Implement changes sequentially rather than all at once to manage risks better.
Scenario 3: The Product Launched and It Tanked
If your product launch doesn’t go well, don’t panic. Here’s what to do:
Identify the Problem Areas:
Determine whether the issue is with the product itself, the market fit, the user experience, or something else. This will help in deciding the next steps.
Review Your Goals:
Are the initial goals and objectives still relevant? Sometimes, the market or business environment changes, making your original goals obsolete.
If you’re not sure if you have the right goals, check out this blog post to help you determine if you’re gauging success on money metrics or B.S metrics.
Consider Alternatives:
Think about different approaches or angles for your product. Could it serve a different market segment? Is there a feature that can be enhanced or added to increase value?
Iterate Quickly:
Be prepared to make quick, iterative changes based on feedback and data. Agility is key in turning around a failing product.
Don't Be Afraid to Pivot:
If your product is performing poorly, pivot or abandon the initial concept. Skipping the initial research and validation phases often leads to this. Learn from it and improve future launches.
TL;DR
A successful product rollout is a three-part process: before, during, and after. Not every business nails all three parts every time, but aiming for this approach can drastically improve your success rate. And if things go south, don’t hesitate to pivot. Flexibility and learning from each step are key to long-term success.
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