Show Notes
My chat with Seamus MacIsaac, VP of Product @ Helcim (See his Linkedin here)
This episode will be a goldmine of insights for those interested in the intricacies of digital transformation, product management, and navigating the complexities of various industries.
Seamus MacIsaac offers a wealth of experience. Having transitioned from a small-town upbringing in Nova Scotia to spearheading product management projects in various industries, including construction and payments.
Actionable Takeaways
Table of Contents
✅ What Empathy Looks Like in Product Management
✅ Don’t Over-Engineer Before You Have Demand
✅ Digital Transformation Isn’t Just About Adding Technology
✅ Iterate with the “Scooter, Honda Civic, Ferrari” Framework
What Empathy “Really Looks Like” in Product Managment
Seamus MacIsaac emphasized the importance of empathy in product management, especially when creating digital solutions for users.
He noted that the most effective product managers understand not just the technical aspects of a problem but also the users' needs and challenges. This understanding allows them to design solutions that truly meet user needs rather than simply digitizing existing processes.
"Your buyer is not your user. You have to keep both in mind... it's important to empathize and understand their context. Most people don’t know their own processes well. Sometimes, a simple process map reveals that what seemed essential isn’t necessary at all."
— Seamus MacIsaac
Action Tip
👉 When designing a product, deeply understand your users' needs by observing their workflows. This shows “desire lines.”
👉 Map out their processes and challenge assumptions about what is necessary. You'll discover more innovative, user-friendly solutions this way.
Example
Seamus shared a real-world case where digitizing a construction workflow failed because it didn’t account for the reality on-site.
By shadowing workers and understanding their day-to-day challenges, he introduced voice dictation on iPads, making the solution more practical for workers in harsh environments.
Don’t Over-Engineer Before You Have Demand
Seamus stressed the importance of not overbuilding products before there’s actual demand. Many companies get bogged down by over-engineering solutions before validating whether the market or internal teams even need those advanced features.
"We went live without a lot of tools... If something went wrong, I’d need an engineer to manually fix it. But that was okay because we focused on making sure the experience for users was good first."
— Seamus MacIsaac
Action Tip
👉 Focus on building the essential features that deliver value to users before adding complexity.
👉 Validate demand early, and only double down on development when there’s clear evidence of need. This avoids wasted effort and overbuilt solutions that don’t fit user needs.
Example
While launching a product at Neo Financial, Seamus reduced the scope to meet a Black Friday deadline. Despite internal concerns about lacking support tools, the team prioritized user experience first and later scaled up support as demand increased.
Digital Transformation Isn’t Just About Adding Technology
Seamus highlighted how many digital transformation efforts fail because companies simply digitize existing processes without rethinking how to truly leverage technology. He pointed out that putting a process on an iPad doesn’t necessarily improve efficiency if it doesn’t address underlying user needs.
"You’re not going to realize the benefits if all you're doing is taking a paper timesheet and putting it on an iPad. That’s not transformation. Real benefits come from understanding how the digital system can enhance decision-making and workflow."
— Seamus MacIsaac
Action Tip
👉 Before digitizing processes, evaluate how technology can transform workflows and decision-making rather than just digitizing paper processes.
👉 Ask: How can digital tools improve efficiency or enable better decisions?
Example
In Alberta’s oil sands, Seamus noticed that labor was highly expensive and working conditions were tough. Instead of merely digitizing timesheets, he advocated for solutions that could integrate decision-making, like permitting and scheduling, which would allow managers to improve workflow efficiency.
Iterate with the “Scooter, Honda Civic, Ferrari” Framework
When balancing user demands with limited resources is a challenge, Seamus recommends using a tiered approach to problem-solving.
This involves offering three solutions: the basic (scooter), the mid-tier (Honda Civic), and the ideal (Ferrari).
This method helps prioritize needs while managing expectations.
"I’ll offer three versions: the scooter — bare minimum to get the job done, the Ferrari — dream state, and the Honda Civic — 80% of the value at 20% of the cost. You’ll likely end up in the middle, but this frames the discussion around value and constraints."
— Seamus MacIsaac
Action Tip
👉 When working with clients or internal teams, offer tiered solutions to frame discussions around what’s possible within the given constraints.
👉 This helps clarify priorities and focus on delivering the most value within budget and time limitations.
Example
Seamus used this framework when working with clients in the payment space, helping them balance their needs and budget. By offering a “Honda Civic” solution that covered most of their needs without excessive cost, they avoided overbuilding and wasting resources on unnecessary features.
#125 Understanding the Common Pitfalls of Digital Transformation Projects