How to Build a Product
A Better Way for Associations to Create Value
Summary
Associations create value.
We create value to entice new members to join, to help current members solve problems, and to guide members on their professional development journeys. We create value to demonstrate our worth and to grow: in reach, in revenue, and in strength of culture. We are in the value creation business.
This article describes how to create new association products using the Build Measure Learn Loop. The focus is on empathizing and connecting with membership and committing to growth. Over time, a multiplier effect creates concentric circles for engagement, partnerships, and revenue.
The product community® is a product development learning community designed specifically for associations.
Associations Create Products Differently
“Whenever you can’t decide which path to take, pick the one that produces change.”
Kevin Kelly
As I’ve written many times in this newsletter, associations are unique. We are membership-centered, volunteer-led, and rooted in shared purpose. We create products for member consumption and engagement. We are deep into value creation, ideally fostered by an ongoing dialogue with our communities.
Still, we largely create value in traditional ways. Though not all associations operate the same, this graphic suggests an operationally-centric lens on value creation.
Though we tend to be tactical and practical – preparing for the next event, publication, webinar, or course – the concept of value creation conjures connection: with members, across boundaries, and with new opportunities.
This is the sweet spot for associations, distinguishing us from how companies create physical products (chairs, coffee cups, cars, etc.) or non-physical products (software, music, financial investments, etc.).
Due to our practical nature, we are right to focus on community and leverage. When we speak of leverage, we speak of evergreen content, foundational knowledge, or applied learning. When we speak of leverage, we speak of reuse, scaffolding, or extending value. Leverage is how create connection and deepen engagement.
In this way, using a simple framework – like Build Measure Learn – we can strengthen our focus and widen our reach. Over time, we get better at building relationships and understanding our members in order to create things that engage, enlighten, and help solve pressing problems.
The Build Measure Learn Feedback Loop
“Speed is absolutely key to creativity. The more time it takes to create something, the less likely you are to create something.”
Patrick Stump
The Build Measure Learn Loop is a process of developing products or programs iteratively, with a focus on continuous improvement based on real-world feedback. The process involves three main steps: Build, Measure, and Learn.
Build. In this initial phase, we create a simple prototype that represents our idea or concept. The emphasis is on developing the product quickly and efficiently, with only essential features.
Measure. Once the prototype is ready, release it to the target audience. During this phase, we collect data and gather feedback about how members interact with, and use, the product. Metrics and analytics are used to measure member behavior and identify strengths and weaknesses.
Learn. Based on the data and feedback gathered in the previous step, we analyze the results to draw meaningful conclusions. We learn from successes and failures and use this knowledge to make informed decisions about improvements and necessary changes.
The loop continues as we take the lessons learned in the learn phase and apply them to the next iteration of the product, starting again from the build phase.
Here’s how it would work for an association.
Let's consider an association called Association for Technology Leaders (ATL), which aims to provide online learning resources for its members. They want to create a new learning platform to offer courses and workshops.
Build. The ATL team creates a basic version of a course with a limited selection of workshops and a simple user interface. They focus on getting the course up and running quickly.
Measure. They launch the course to a select group of members and monitor user behavior. They track metrics such as the number of enrollments, user engagement, and feedback through surveys.
Learn. After analyzing the data, ATL discovers that members are highly interested in specific workshops related to programming languages and digital marketing. However, they also find that the user interface needs improvement as some users found it confusing.
With the insights gained from the measure phase, ATL decides to make the following changes:
Build more workshops on popular topics based on member interests.
Redesign the user interface to make it more intuitive and user-friendly.
The loop continues:
Build. ATL implements the changes and updates the platform with additional courses and the improved user interface.
Measure. They launch the updated version to a larger audience and collect more data on user engagement and feedback.
Learn. This time, they find that the new courses are receiving positive feedback and have higher enrollment rates. The improved user interface has reduced confusion and increased overall user satisfaction.
The Build Measure Learn Loop keeps ATL in a continuous cycle of improvement, allowing them to cater to member needs effectively and provide a valuable learning experience. With each iteration, the courses becomes more refined and aligned with the preferences of its members.
Now, let’s dig a little deeper into a key feature of Build Measure Learn: rapid prototyping.
What is a Rapid Prototype?
“First thoughts have tremendous energy. It is the way the mind first flashes on something. The internal censor usually squelches them, so we live in the realm of second and third thoughts, thoughts on thought, twice and three times removed from the direct connection of the first fresh flash.”
Natalie Goldberg
Rapid prototyping is a process used in product development to quickly create a preliminary version of a product. The main goal is to test and validate design concepts and functionalities before investing significant resources in full-scale production.
The process involves using various techniques and tools to build a scaled-down, functional model of the product. These prototypes can be simple physical objects or digital simulations, depending on the nature of the project.
Key characteristics of rapid prototyping include:
Speed. The emphasis is on quickly creating prototypes to accelerate the development cycle and gather feedback early in the design process.
Iteration. Rapid prototyping allows for multiple iterations and refinements based on feedback and testing results, leading to continuous improvement of the design.
Cost-effectiveness. By identifying and resolving design issues early on, rapid prototyping can save time and resources that might otherwise be wasted on producing a flawed final product.
Flexibility. Different materials and methods can be employed to produce prototypes, providing flexibility to test different aspects of the product, such as aesthetics, functionality, and user experience.
Rapid prototyping is widely used in product development to create tangible representations of ideas and designs for evaluation and validation. It plays a crucial role in reducing development risks, validating assumptions, and ensuring that the end product meets user requirements and expectations.
Can associations adopt this concept to get better at building value? Let’s look more deeply at how it works.
How to Rapid Prototype
“The ability to simplify means to eliminate the unnecessary so that the necessary may speak.”
Hans Hofmann
Creating a rapid prototype for an association involves building a simplified version of a product to test its functionality and gather feedback quickly. Here are the steps to achieve this:
Define Goals. Clearly outline what we want the product to achieve. Understand the main features and functionalities to include in the prototype.
Identify Core Requirements. Focus on the essential elements. Avoid getting caught up in unnecessary details at this stage. Stick to the most critical functionalities.
Choose the Right Tools. Select tools and technologies that allow for rapid development. Frameworks and templates can save time and effort.
Create a Basic Design. Design the user interface (UI). Keep it simple but functional. We can use mockups to visualize the layout and flow.
Start Building. Develop the prototype by implementing the core functionality. Work in iterations, adding features step by step.
Testing. Regularly test the prototype to ensure each feature works as intended. Focus on user experience and remove any obstacles that may hinder smooth navigation.
Gather Feedback. Once there is a basic working prototype, share it with a small group of potential members or stakeholders. Collect feedback and insights.
Iterate and Refine. Based on the feedback, make necessary changes and improvements. Iterate on the prototype, adding more features or refining existing ones.
Keep It Simple. Remember, the goal of a rapid prototype is not to build a final product but to validate ideas and gather feedback. Avoid complexity that may slow down development.
Prioritize Speed Over Perfection. The prototype doesn't have to be flawless. Aim for a functional model that can be quickly modified based on feedback.
Engage Stakeholders. Involve relevant stakeholders throughout the process. Regularly communicate progress and updates to keep them engaged and informed.
Learn from the Process. Note down the challenges faced, lessons learned, and insights gained during the rapid prototyping. These will be invaluable for the next stages of development.
Refine and Expand. After several iterations and refinements, we'll have a more comprehensive prototype. Assess its success in meeting the defined goals.
Plan for Scaling. If the prototype proves successful, start thinking about full-scale development. Use the lessons learned from the prototype phase to create a more robust and complete program.
By following these steps and keeping the iterative nature of rapid prototyping in mind, we can efficiently build a functional association program or product that addresses the core needs and expectations of our members. Remember to stay flexible and open to changes throughout the process, as the feedback we receive may lead to valuable insights and improvements.
Implications for Associations
"The essence of strategy is choosing what not to do."
Michael E. Porter
Fast isn’t always better, but focused action almost always is.
Focus is making choices about what to do and what not to do. By focus, we mean choosing the best, most compelling ideas and seeing them through. By focus, we mean building exciting value propositions and corresponding products. By focus, we mean strengthening relationships with our membership community.
If we believe that re-energizing our communities is key to revenue, then investing in value creation, product development, and rapid prototyping is the new key to the highway.
Rapid prototyping – though fast – is not a quick fix. It is a commitment to engaging members in value conversations so we can (together) build better products to kickstart, grow, and deepen community.
It’s also a way to be strategically-focused as opposed to all things to all people or running an operation that is of little value to few people.
Just remember, product-led growth fuels connection. Join the product community and flip your destiny.
About the Author
James Young is founder and chief learning officer of the product community®. Jim is an engaging trainer and leading thinker in the worlds of associations, learning communities, and product development. Prior to starting the product community®, Jim served as Chief Learning Officer at both the American College of Chest Physicians and the Society of College and University Planning.
Please contact me for a conversation: james@productcommunity.us.