What is 'Product'?

Presentation from BASH April 2021

High level overview of Product Management: definition, where it sits within a company, what is a Product Manager, and some frameworks.

Transcript

1. What is ‘Product’? BASH - April 2021 emma.mulholland@instil.co
2. Emma - Product Person @e_mulholland
3. Let’s talk about • Building products is risky and hard • What is ‘Product Management?’ • And what is a Product Manager? • How do product managers - manage products? @e_mulholland
4. What is a ‘product’ @e_mulholland https://www.romanpichler.com/blog/what-is-a-digital-product/ creates specific value for a group of people, the customers and users, and to the organisation that develops and provides it
5. 80% of new products fail @e_mulholland
6. @e_mulholland $400m loss
7. Product Management delivers user and business value by solving a problem @e_mulholland Photo by You X Ventures on Unsplash
8. To build a successful product product team User (usable) Technology (feasible) Business / Market (viable)
9. Product Management Problem Solution Build Launch Learn Business Grow Pivot Die Optimise
10. The Product Manager https://williamgill.de
11. Product Manager works/thinks • Strategically AND tactically • Discovery AND delivery • Internally AND externally • What is the most valuable thing I should be working on?
12. Product Manager - the history 1930s Proctor & Gamble ‘brand men’ 1940-90s Hewlett Packard - divisions and customer driven decision making Post war Toyota product system - Kaizen & Genchi Genbutsu 1990s/2000s Product Management & Tech 2001 - Agile and the ‘Product Owner’ role 2000s - Product Management as part of marketing / engineering Today - ???? https://www.mindtheproduct.com/history-evolution-product-management/
13. Product Manager - the future The State of Product Leadership 2020 - Pendo
14. @e_mulholland So how do Product Managers, Product Manage?
15. @e_mulholland Product - Market fit Is there a good market for this? Product- Problem fit Does this solve the problem?
16. Lean canvas Ash Maurya Product Market @e_mulholland
17. Make assumptions. Validate. Repeat. @e_mulholland
18. Discovery & Framing
19. Empathize Define Ideate Prototype Test • User research • Personas • Journey maps • Value chains • Role playing • 5 whys • Lean canvas • Uncertainty mapping • Sketching • How might we • Crazy 8s • Brainstorming • Story boarding • Mental model mapping • Dot voting • Comp analysis • Paper • Wireframes Tools • Balsamiq • Pop • Marvel • Guerrilla testing • Usability testing • Surveys • Observation Some discovery tools @e_mulholland
20. Pivot! @e_mulholland
21. @e_mulholland
24. So what is Product (Management)? • Mindset - focus on value and outcomes • Tools to frame user problems, and prove out the best solution • Method to decrease risk and increase opportunity @e_mulholland
25. Main takeaways • Fall in love with the problem • Understand user and business value • Capture and validate all assumptions • Get something into the hands of your users quickly @e_mulholland
26. Thank you :D