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Basecamp Product Management Presentation

Basecamp Product Management Presentation. Radhika Aggarwal · Neha Mohan · Laura Schulz · Frank Zepeda. Presentation Outline. Overview. Company: 37 signals Product: Basecamp Personas Use Cases Usability Test Results Recommendations for future . Company Selected. Chicago, 1999

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Basecamp Product Management Presentation

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  1. BasecampProduct ManagementPresentation • RadhikaAggarwal · Neha Mohan · Laura Schulz · Frank Zepeda

  2. Presentation Outline Overview Company: 37 signals Product: Basecamp Personas Use Cases Usability Test Results Recommendations for future

  3. Company Selected • Chicago, 1999 • Jason Fried, Carlos Segura, & Ernest Kim • $3.6 – 5.o million (2008) • 8- 12 people (2008) • developer and provider of business & personal productivity web applications • Marketing strategy • focus on usability, simplicity, & clarity in design & writing • open and transparent as possible • NO charts, graphs, tables, reports, stats • “We believe software is too complex. Too many features, too many buttons, too much to learn. Our products do less than the competition — intentionally. We build products that work smarter, feel better, allow you to do things your way, and are easier to use. “ • From “Getting Real” • internally-developed Agile software development methodology Open source web application framework software Ruby on Rails Generic scripting language for productive web development with interface for SQL database

  4. Company Selected • Distribution channels Internet Solely SaaS, no box software Free - $149/mo. Basecamp Project management is communication Highrise Know who you’re talking to Campfire Group chat over IM sucks Ta-da List Competing with a post-it note Writeboard Word is overkill Backpack Bring life’s loose ends together

  5. Basecamp Project Management Company Selected • Product description • Simple-to-use, web-based project management application • Essential project management functions: Create Projects Assign Tasks Track Time Communicate with Team Members Share Files Establish Deadlines

  6. Basecamp Project Management Company Selected

  7. Basecamp Project Management Company Selected Positioning Basecamp Creative (marketing) groups, small businesses, non-profits, entrepreneurs Target Customer Product Category Web-based project collaboration tool Quickly established, simple to use, reinforces collaboration Benefit Alternative MS Project, email, web-based file sharing, Differentiation Easier to use, simplified

  8. Product Personas Stephanie,50 Vendors Create To-Do Lists Track hours Of Team Members Pastors, Clergy Team Members Status of Multiple Simultaneous Projects Clients Key influencers MS Office: Excel Word Husband Interactions With BaseCamp Set Milestones Google Mail Tools / Products used Stephanie Sanchez, 50 Los Angeles Education: Bachelor of Science Marital Status: Married Hobbies: Dancing, flower arrangements Assign Tasks Once daily Cell Phone Voicemail Digital Touch Points Newspaper Cell Phone Home Computer Job Description Title: Wedding Planner Work years:15 years Management Culture: Small Business Sign Off Authority: $ 10k Previous Jobs: Teacher, Real Estate Agent She works with: Small business vendors, Churches, Temples, Contract Team Customer/Partner Contact: client family members, vendors Personal Objectives & Job Success Criteria: Increase revenues by 50% over previous year. 100% customer satisfaction.

  9. Product Personas Michelle,36 Sys Admin Create To-Do Lists Create Contact Lists Teachers/ Clients Peers Status of Multiple Simultaneous Projects Vendors For Special Events Key influencers Volunteers Interactions With BaseCamp MS Office: Excel Word Access Set Milestones Tom Tom GPS Tools / Products used Assign Tasks AdWords & Analytics Michelle Campos, 36 Upstate New York Education: MS Biology & Education Family Status: Married, 2 kids, 3 dogs, 2 birds, various rodents Hobbies: Crafting, photography, nature, scuba diving Many times daily Digital Touch Points Vertical Response iPhone Adobe Suite Drupal Home Computers Job Description Title: Education Director Work years:10 years Management Culture: Small-Mid size Sign Off Authority: n/A Previous Jobs: Teaching, Management, Museum Industry She works with: Other branches of organization, educational institutions, vendors for fundraising Customer/Partner Contact: other non-profits, media, vendors Personal Objectives & Job Success Criteria: Organize with minimal time investment and budget

  10. Product Personas Joshua,30 Cross Disciplinary Experts Customization Of Database Concise, Accurate, Follow Structure Industry Experts Peers Easy to Post Requirements & Allocate Jobs Key influencers Consultants MS Office: Excel Interactions With BaseCamp Email Manager & Contact Manager SEO Bloogers Micro- communication Tools / Products used Once daily Allows Multi- projects & Record Storage AdWords Joshua Soros, 30 San Francisco Education: BS Fine Arts Marital Status: Single Hobbies: Snowboard, golf, photography Digital Touch Points Saleforce Outlook Black Hat Forum Conferences CEO Strategies Job Description Title: Director Work years:15 months Management Culture: Start Up Sign Off Authority: $ 50k Previous Jobs: Internet Marketing, Teaching He works with: Business Development, Marketing & Advertising, Web Development & Online Firms Customer/Partner Contact: manufacturers, distributors, non-profits, media Personal Objectives & Job Success Criteria: Achieve Top 5 or higher SERPs on his websites

  11. One: Create a To-Do List Product Use Cases

  12. Two: Create a Milestone Product Use Cases

  13. Three: Share a File Product Use Cases User exits File screen

  14. Overview Usability Tests The Basecamp Project management Application is taking an iterative approach to development where the website and software prototypes are developed and tested with end-users. The results of this testing feedback into development to assess the good and bad aspects of the design so far, and for rapid identification of services and functionality that has not been included but is in demand by end users.

  15. Target Audience Usability Tests • Some exposure to technology • Willingness to adopt new technology & • information gathering methods • Non-specialist users • Medium Computer literacy

  16. Work Flow Usability Tests

  17. Result #1: Create a To-Do List Usability Tests

  18. Result #2: Create a Milestone Usability Tests

  19. Result #3: Share a File Usability Tests

  20. Product Recommendations Conclusion • Change the milestone status • More formalized micro-communication system (permissions)

  21. Basecamp

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