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Product Manager 101 How and Why?

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Chayaporn Tantisukarom Product Manager at Skooldio
 Certified Scrum Product Owner® by Scrum Alliance
 Former Software Engineer at HUBBA Thailand, Gosoft (Thailand)

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Product Manager vs Product Owner

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Who is (Tech) Product Manager?

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Maximize value of the product

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Maximize value of the product Maximize return on investment (ROI)

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Maximize value of the product Maximize return on investment (ROI) Vision of the products

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Maximize value of the product Maximize return on investment (ROI) Vision of the products Mini CEO

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Maximize value of the product Maximize return on investment (ROI) Vision of the products Mini CEO Opportunities seeker

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Maximize value of the product Maximize return on investment (ROI) Vision of the products Mini CEO Opportunities seeker Voices of users

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Maximize value of the product Maximize return on investment (ROI) Vision of the products Mini CEO Opportunities seeker Voices of users

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1. Dealing with people’s needs

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Tech Technical feasibility Technical debt Estimation Dealing with developers

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UX Usability User research, behaviour Metrics (retention, referral, etc.) Dealing with users

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Business Return on investment, revenue Company’s vision Market and challengers Dealing with stakeholders

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2. Maximize value of the product

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Product Manager responsible for the outcome of the product Especially if it failed

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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

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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

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Plan reality, not fantasy

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Prioritize, roadmap and strategy are Product Manager’s responsibilities

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Deliver the most valuable thing first

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hotjar

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3. Making decisions

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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!

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user based business based

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must have and nice to have

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It’s no right and wrong answers Prioritization is depends on user, business, time to market, stakeholders, guts

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But you need to know Why?

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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

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Users need to be login but Did users need login?

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Put first things first (prioritize)

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Begin with the end in mind (roadmap & vision)

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Why would startups need Product Manager? Instead of project manager, business analyst, etc.

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This is why Product Manager has been called ‘Mini CEO’

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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

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Messenger Stories Profile Group Event Memories (On This Day) Feeds Pages Friends Video Market Notifications Search

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As long as product exists Product Manager is exists

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So, where is Product Manager in a team?

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Product Manager Developer UI Designer UX Researcher Data Scientist Business etc. Strategy Technology Visual User Data Revenue etc.

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Product Manager is not a Leader Product Manager is a team member

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https://www.knowledgehut.com/blog/agile/scrum-master-and-its-key-roles-for-project-success

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Product Owner Scrum Master Development Team What? Why? Who? How? (process) How? (product), How much?

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How can I be Product Manager?

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• B2C Products • B2B Products • Internal Tools • etc.

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If you be able to create requirements You are Product Manager

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User Experience • User Research, UX Methodologies • User Persona, User Flow, User Journey • Usability Testing, User Interview • User Interface Design, Design Principles, Prototyping • UX Metrics

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Technology • Architecture, Tech Stack, Technologies • Data Model, Infrastructure • Technical Debt, Trade-off • Understand developer

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Business • Project Management • Data Analytics • Return on investment (ROI) • Marketing

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Product Manager is a generalist

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One more thing

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www.productschool.com

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Don’t be a Yes Man https://marketing.intercomassets.com/

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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

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• 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

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Key Takeaways