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Product Owner 101

Product Owner 101

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Chayaporn Tantisukarom

June 21, 2018
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  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

  4. None
  5. None
  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
  14. None
  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

  27. None
  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!
  30. None
  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?

  37. None
  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.
  41. None
  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
  44. None
  45. None
  46. None
  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
  52. None
  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
  58. None
  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