Product Management Essentials

Learn how to work with designers and developers to successfully build and launch digital products. In this presentation, we introduce you to key product management concepts.

Transcript

1. P R O D U C T M A N A G E M E N T E S S E N T I A L S H O W I E C H A N G , B U I L D I N G H E L L O H O W I E , A Y U H B I N A & @ C A T. 
 F O R M E R H E A D O F U I / U X @ V I K I ; D I R E C T O R O F P R O D U C T S @ R E D M A R T.
2. W H AT W E W I L L B E C O V E R I N G • Foundations • Envision your customers • Conduct quality interviews • Learn from your customer development • Capture value proposition • Focus your MVP • Define actionable metrics
3. “My name is Howie. I am passionate in all things digital and enjoy designing interfaces, products and services that are attractive, thoughtful, and enjoyable to use.”
4. W H AT A R E Y O U D O I N G H E R E ?
5. FOUNDATIONS BUSINESS TECH UX You are here BUSINESS – Product Management is above all else a business function, focused on maximising business value from a product. TECH – There’s no point defining what to build if you don’t know how it will get built. UX – Product Manager is the voice of the user inside the business and must be passionate about the user experience.
6. So, what exactly do you do?
7. You are in the business of shipping. Shipping is finding the right product, working through a complex and ever-changing process, and doing it quickly. C H R I S VA N D E R M E Y
8. Sounds simple? No. Why?
9. It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people’s lives. D O N N O R M A N
11. It's all about People, their Activities, and the Context of those activities. S T E P H E N P. A N D E R S O N
12. ENVISION YOUR CUSTOMER • Provides a clear and tangible picture of our customer, so everyone is working towards the same target. • Helps to imagine how a person will use the product. • Helps to think through product opinions and make decisions that directly serve the customer.
13. BEHAVIORS NEEDS & GOALS FACTS SKETCH
14. 3 Checkes • Could someone like this actually exist? • Is this someone you actually know? • Is this persona a caricature?
15. CONDUCT QUALITY INTERVIEWS • Go into every interview knowing what you need to learn, to get the most value out of each conversation. • Know what to say to keep interviews flowing and productive. • Be ready to do great interviews at a moment’s notice.
16. • Know who to talk to • Identify riskiest assumptions • Know where to find people to talk to • Prepare for the interviews • Have the interviews • Debrief as a team
17. Having conversations with potential customers is the best way to imagine what they would love in a product. A successful interview means: • Listening more than talking (spend 90% of the time listening) • Steering the conversation to topics you need to learn about • Asking about specific experiences • Capturing the “why” and “how” in your notes
18. Conversation Prompts • “Have you ever had an experience where [describe a scenario] ?” • “Can you tell me the story about that?” • “And then what happened?” • “Why [or how] did you do that?” • “What did you love [or hate] about that?” • “If you could wave a magic wand, what would it be like?”
19. LEARN FROM YOUR CUSTOMER DEVELOPMENT • Increases your confidence with actual evidence. • Provides a validated persona that everyone on the team can use as a compass to keep the product on the right track. • Know how to take raw information and turn it into actionable learning.
20. • Review your notes • Sort your learnings • Discuss • Validate your persona • Cluster insights • Learn from the process
21. CAPTURE THE VALUE PROPOSITION • Increases confidence in how our customer would use our product to solve real-world problems. • Helps us prioritise features that are focused on validated customer needs. • Enable us to build the smallest, faster thing possible, to test if our ideas are working
22. • Sketch expressions • Sketch collaboratively • Generate many options • Understand all ideas • Choose options
23. FOCUS YOUR MINIMUM VIABLE PRODUCT • …… • …… • …… To deliver on that, we will build these features
24. EASY LESS IMPORTANT HARD IMPORTANT Rank Order Do Now Nope Really no!
25. • Brainstorm features • Sort and prioritise • Define a MVP • Stack-rank options
26. DEFINE ACTIONABLE METRICS • Get direct insight into how customers are using our product. • Increases confidence when making product decisions. • Helps us stay focused on reality, not on wishes and hopes.
27. • Brainstorm metrics • Sort and prioritise • Focus near-term • Draft a metrics dashboard • Gather the data • Review
28. Metrics Checklist • Metrics begin with a number
 - number of…
 - average number of…
 - percent of… • Include a time basis
 - per day
 - per week
 - per month • Include an object or unit basis
 - per user per session
 - per user per week
29. Awesome Metrics S I G N - U P S T O TA L # O F R E G I S T E R E D U S E R S % O F U S E R S P E R W E E K % O F U S E R S W H O S I G N I N 3 + T I M E S A D AY, P E R W E E K % O F U S E R S W H O S H A R E A TA S K 3 + T I M E S A D AY, P E R W E E K
30. Prioritisation Before creating your recipes, how do you know which idea or problem you want to solve will have the biggest impact? Each growth idea someone comes up with needs to be added to a backlog that is prioritized with a score. This will create a product pipeline that will live and breathe and continuously change. Scores are determined by: • Traffic (1 bad — 5 good) - How many users will see it? Is the change hidden in the settings or on your homepage? • Impact (1 bad — 5 good) - By how much do you think you can improve that feature or that flow? If your signup rate is 10%, getting it to 20% is a 100% improvement. If 80% of users already complete a step in a funnel, getting them to 90% is only a 12.5% improvement. • Ease (1 bad — 5 good) - Can this be tested within hours, a day, a week or a month?
31. T H A N K Y O U S U B S C R I B E : P R O D U C T S H I F U . C O M T W I T T E R : @ H O W I E C