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What's a Product Manager?

What's a Product Manager?

Talk given at Product Lab in Madrid 10-March-2017

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C. Todd Lombardo

March 10, 2017
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Transcript

  1. C. Todd Lombardo :: Chief Design Strategist :: Fresh Tilled

    Soil :: @iamctodd
  2. None
  3. None
  4. Se vende: Calcetines. Tres. Colores differentes.

  5. ¿Valorado 15M€?

  6. None
  7. ¿Qué es un ‘product manager’?

  8. TECH BIZ UX estás aquí ¿ES POSIBLE? ¿HAY VALOR? ¿USUARIOS

    LO NECESITA?
  9. ¿Qué gestiona un product manager?

  10. Solo todo. Nada más.

  11. All the responsibility. No authority.

  12. Where are we going?

  13. Crear Una Vision del Product GUIDING PRINCIPLES

  14. McCarthy-Baron Strategic Pyramid

  15. None
  16. When: at a time when ___________ What: [our product] is

    the only ___________ How: that _____________ Who: for ______________ Where: in ______________ Why: who ____________ Source: Janna Bastow
  17. Example At a time when travel is frequent, but travelers

    plan less… Trip Advisor has the only international restaurant recommendation engine… that gives immediate recommendations based on location and review… for the everyday traveler… from countries all over the world… who need to save time and energy on finding local eateries.
  18. Ten Universal Business Objectives Product–Market Fit & Differentiation • Support

    core value • Create barriers to competition Growth: Scaling Grow market share • Enter or develop a new market • Increase revenue • Increase fulfillment capacity Profit: Reaping the Value Support • Higher pricing • Lower costs • Increase lifetime value • Leverage existing assets
  19. ¿Cómo priorizar?

  20. Prioritization is hell. Boaz Katz CEO, BIZZABO

  21. Best Prioritization Methods The CEO’s gut Not close enough Analyst

    opinions Mostly backward-looking Popularity Most customers are small Sales requests Change every week Services requests Mostly incremental Worst Credit. Bruce McCarthy
  22. Feasibility
 (technical) Desirability (human) Viability (business) Engineering Design Sales Marketing

    Product Managers Executives Source: IDEO
  23. Feasibility (technical) Desirability (human) Viability (business) TOTALS Restaurant reviews 5

    5 5 15 User expertise rating 3 4 4 11 Find restaurant by cuisine 2 4 3 9 Auto-populate search 5 2 2 9 Order of priority Example
  24. P= V/E*C P = PRIORITY V = VALUE E =

    EFFORT C = CONFIDENCE
  25. Light. Cheap. Fast. Pick two. Keith Bontrager BICYCLE PRODUCT DESIGNER

  26. ¿Como alinear tu equipo?

  27. Shuttle Diplomacy

  28. G.R.O.W. ◦ Goals—What are they trying to accomplish in the

    next XX months? ◦ Reality—What’s on their plate now? What’s recent? ◦ Options—What have they thought will help them achieve those goals? What options have you already discussed that need to be revisited? ◦ Way-forward—Which of the options help them achieve the goals they described earlier in the conversation? Which options are at the top of their list and why?
  29. Make a Table

  30. What do they believe? NEED BELIEF ACTION RESULT Source: Liminal

    Thinking: D. Gray
  31. Title (H1) Source: Liminal Thinking: D. Gray

  32. Who is right? vs What is right?

  33. ¿Cómo hace todo?

  34. Es tu mente

  35. DESIGNER SCIENTIST EMPATHIC MAKER FORWARD LOOKING RIGOROUS EXPERIMENTAL HYPOTHESIS DRIVEN

  36. Designtist

  37. Hay aqua en el suelo —> Limpiarlo Tubo con fugas

    —> Reemplace el tubo Demasiada presión —> Reduzca la presión más baja Regulador de presión —> Reemplace el regulador Programa de mantenimiento —> Inspeccionar más frecuente ¿POR QUÉ? ¿POR QUÉ? ¿POR QUÉ? ¿POR QUÉ? ¿Cual es el problema?
  38. Ni tu mente… creencia!

  39. Title (H1)

  40. Life is too short to build something nobody wants. Ash

    Maurya AUTHOR, RUNNING LEAN
  41. ¿Qué es un Design Sprint?

  42. SCIENTIFIC METHOD DESIGN PROCESS AGILE PHILOSOPHY design sprint

  43. A design sprint is a flexible time-boxed PROBLEM SOLVING framework

    that increases the chances of making something people want
  44. The Design Sprint UNDERSTAND DIVERGE BUILD ✓ X TEST CONVERGE

  45. Answers Prototype

  46. Lean Startup? Lean UX? Design Sprint? WTF?

  47. LEARN BUILD MEASURE PRODUCT DATA IDEAS

  48. BUILD BUILD BUILD PRODUCT PRODUCT PRODUCT Credit: Wolf Bruening

  49. LEARN BUILD MEASURE PRODUCT DATA IDEAS START HERE?

  50. It’s a tool. Treat it as such. (TOOLBOX)

  51. } } } DESIGN SPRINT INTERVALS AGILE DEVELOPMENT Understand Diverge

    Prototype Test Converge WEEK 1 Refine Build Test WEEK 2 Refine Build Test WEEK 3 Refine Build Test WEEK 4 Refine Build Test WEEK n
  52. Why you do this job I don’t know, but it

    does explain all the beer. Product Manager’s Spouse Credit. Bruce McCarthy
  53. ctodd@freshtilledsoil.com