What's a Product Manager?

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

Transcript

1. C. Todd Lombardo :: Chief Design Strategist :: Fresh Tilled Soil :: @iamctodd
4. Se vende: Calcetines. Tres. Colores differentes.
5. ¿Valorado 15M€?
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
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