Product Owner 101

Transcript

1. Product Manager 101 How and Why?
2. Chayaporn Tantisukarom Product Manager at Skooldio
 Certified Scrum Product Owner® by Scrum Alliance
 Former Software Engineer at HUBBA Thailand, Gosoft (Thailand)
3. Product Manager vs Product Owner
6. Who is (Tech) Product Manager?
7. Maximize value of the product
8. Maximize value of the product Maximize return on investment (ROI)
9. Maximize value of the product Maximize return on investment (ROI) Vision of the products
10. Maximize value of the product Maximize return on investment (ROI) Vision of the products Mini CEO
11. Maximize value of the product Maximize return on investment (ROI) Vision of the products Mini CEO Opportunities seeker
12. Maximize value of the product Maximize return on investment (ROI) Vision of the products Mini CEO Opportunities seeker Voices of users
13. Maximize value of the product Maximize return on investment (ROI) Vision of the products Mini CEO Opportunities seeker Voices of users
15. 1. Dealing with people’s needs
16. Tech Technical feasibility Technical debt Estimation Dealing with developers
17. UX Usability User research, behaviour Metrics (retention, referral, etc.) Dealing with users
18. Business Return on investment, revenue Company’s vision Market and challengers Dealing with stakeholders
19. 2. Maximize value of the product
20. Product Manager responsible for the outcome of the product Especially if it failed
21. Winter Party • You are Product (Service) Manager represents House Cleaning Service • Your client hired you to clean the house for preparing the winter party • The house has lot of rooms need to be cleaned, such as living room, kitchen, play room, pool, bedroom(s), bar b q zone, snooker room, etc. • You have limited supplies and your client has limited time • Select 5 rooms to be cleaned
22. Winter Party • You are Product (Service) Manager represents House Cleaning Service • Your client (me) hired you to clean the house for preparing the winter party • The house has lot of rooms need to be cleaned, such as living room, kitchen, play room, pool, bedroom(s), bar b q zone, snooker room, etc. • You have limited supplies and your client has limited time • Select 5 rooms to be cleaned
23. Plan reality, not fantasy
24. Prioritize, roadmap and strategy are Product Manager’s responsibilities
25. Deliver the most valuable thing first
26. hotjar
28. 3. Making decisions
29. Trip Planner Application • You are Product Manager responsible for Trip Planner Application • Your application is now have basic features such as, register, plan a trip, add activities, etc. • You are responsible for maximize value of Trip Planner Application by prioritize the product backlog to be selected to implement • You already have backlog gathered from user research and business needs • Assumed all features can be implemented by god-like developers • Remember, you are also the voice of users, and also need to make money!
31. user based business based
32. must have and nice to have
33. It’s no right and wrong answers Prioritization is depends on user, business, time to market, stakeholders, guts
34. But you need to know Why?
35. Fitness Application • You are Product Manager for new mobile app for fitness and personal health • You want your app to be daily used by your users to track their fitness behavior, tips about health, food recommendation for weight loss, etc. (Anything you can think of are possible) • Imagine you are in Scrum Team and have to select first 5 features to be implemented. Make sure you can release frequently to test your product • You are responsible for maximize value of the product
36. Users need to be login but Did users need login?
38. Put first things first (prioritize)
39. Begin with the end in mind (roadmap & vision)
40. Why would startups need Product Manager? Instead of project manager, business analyst, etc.
42. This is why Product Manager has been called ‘Mini CEO’
43. Product Manager Job Description • Define product strategy and roadmap to align with business and consumer requirements focusing on usability, engagement and customer satisfaction • Deliver Business Requirement Document (BRD) for products with prioritized features and corresponding justification. BRD will encompass feature descriptions, workflows and expected outcome for every request • Work closely with web designers and programmers to implement products according to the BRD • Monitor results of deliverables to ensure KPIs are met • Work closely with partners on product design, optimization and releases • Run beta, pilot programs and A/B testing initiatives on products • Report on operation and usage data to relevant teams to help refine Product as required
47. Messenger Stories Profile Group Event Memories (On This Day) Feeds Pages Friends Video Market Notifications Search
48. As long as product exists Product Manager is exists
49. So, where is Product Manager in a team?
50. Product Manager Developer UI Designer UX Researcher Data Scientist Business etc. Strategy Technology Visual User Data Revenue etc.
51. Product Manager is not a Leader Product Manager is a team member
53. https://www.knowledgehut.com/blog/agile/scrum-master-and-its-key-roles-for-project-success
54. Product Owner Scrum Master Development Team What? Why? Who? How? (process) How? (product), How much?
55. How can I be Product Manager?
56. • B2C Products • B2B Products • Internal Tools • etc.
57. If you be able to create requirements You are Product Manager
59. User Experience • User Research, UX Methodologies • User Persona, User Flow, User Journey • Usability Testing, User Interview • User Interface Design, Design Principles, Prototyping • UX Metrics
60. Technology • Architecture, Tech Stack, Technologies • Data Model, Infrastructure • Technical Debt, Trade-off • Understand developer
61. Business • Project Management • Data Analytics • Return on investment (ROI) • Marketing
62. Product Manager is a generalist
63. One more thing
64. www.productschool.com
65. Don’t be a Yes Man https://marketing.intercomassets.com/
66. Recap - Product Manager… • is responsible for • Dealing with people’s needs • Maximize value of the product • Prioritize, roadmap, strategy • Making Decisions • is balancing of • UX • Tech • Business • Communication
67. • INSPIRED: How to create tech products customers love, Marty Cagan • HOOKED: How to build habit-forming products, Nic Eyal • User Story Mapping: Discover the whole story, build the right product, Jeff Patton • SCRUM: The art of doing twice the work in half the time, Jeff Sutherland • Value Preposition Design, Strategyzer Key Takeaways
68. Key Takeaways