How to effectively develop a new data-driven product using an iterative approach
Luna Sanchez, Pedro (2020)
Luna Sanchez, Pedro
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120125479
https://urn.fi/URN:NBN:fi:amk-2020120125479
Tiivistelmä
The current research work investigates how to effectively develop a new data-driven product using an iterative approach. For this, the work identifies the most relevant metrics during the product development process, the identified metrics are meant to guide the development direction and provide actionable insights for a better decision making during the different stages and development phas-es of the product. Besides, this research proposes an agile framework for data-driven product development to support and ensure all threats and opportunities around the development process are properly managed. Given the experi-mental nature of the research it was carried out following a design science re-search method and the evaluation was done based on the MESOPS framework for metrics in product development. As a result, it was found that attractiveness of the offering, degree of similarity among customers, rating for customer’s are-as of interest, product usability, marketing qualified leads & customer engage-ment, rating for customer satisfaction and performance rating of the product changes are the most relevant metrics in the development of a data-driven product. Furthermore, the proposed agile framework consists of an ideation phase, iteration & testing phase, validation phase and post-validation phase. The framework was designed to consider both the customer and business side of the development process, as well as to facilitate the efficient monitoring of the gradual evolution of the product during the mentioned process.