"whys" new
products fail
X Target Market
Lack of demand
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"whys" new
products fail
X Target Market
Lack of demand
Develop mobile first
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"whys" new
products fail
X Target Market
Lack of demand
Develop mobile first
…
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Why talk about
Products, to devs?
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Startups changed
the market
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Devs, also decide
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Your Product
?
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João Moura
github.com/joaomdmoura
twitter.com/joaomdmoura
speakerdeck.com/joaomdmoura
CTO at Palpiteros
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Apps are about Features
Products are about People
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Milk shakes problem!
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How’d devs solve it?
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“People don’t want a
quarter-inch drill,
they want a quarter-
inch hole.”
Theodore Levitt
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People buy products to
get jobs done
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jobs to be done
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jobs to be done
?
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As a
I want
so that
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As a
I want
so that
#{type of user}
#{some goal}
#{some reason}
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As a
I want
so that
moderator
create a room
I invite friends
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As a
I want
so that
friend
join a room
post pics of cats
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friend
join a room
post pics of cats
User
Action
Result
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(MVP) Minimum Viable Product
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If Apple can launch a smartphone without Find or Cut-and-
Paste, what can you cut out of your product requirements?
Lance Glasser, former CTO KLA-Tencor
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The first version of Gmail was literally written in a day
Paul Bunchheit, Google / Friendfeed / Facebook
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As a
I want
so that
Cat owner
cat food
feed my cat
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As a
I want
so that
Lazy cat owner
monthly food
I don’t get out bed
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Decision
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Decision
WTH?
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Decision
WTH? Kind of cat?
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Decision
WTH? Kind of cat?
Plan
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Decision
WTH? Kind of cat?
Plan
Healthy
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Decision
WTH? Kind of cat?
Plan
Healthy
Delivery
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Decision
WTH? Kind of cat?
Plan
Healthy
Delivery
Account
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Decision
WTH? Kind of cat?
Plan
Healthy
Delivery
Account
Email
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Decision
WTH? Kind of cat?
Plan
Healthy
Delivery
Account
Email
Cat Food!
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?
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No content
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Decision
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Decision
WTH?
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Decision
WTH? Kind of cat?
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Decision
WTH? Kind of cat?
Plan
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Decision
WTH? Kind of cat?
Plan
Healthy
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Decision
WTH? Kind of cat?
Plan
Healthy
Delivery
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Decision
WTH? Kind of cat?
Plan
Healthy
Delivery
Account
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Decision
WTH? Kind of cat?
Plan
Healthy
Delivery
Account
Email
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Decision
WTH? Kind of cat?
Plan
Healthy
Delivery
Account
Email
Cat Food!
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Decisão
WTH?
Plan
Healthy
Email
Cat Food
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WTH?
Plan
Healthy
Email
Monthly vegan cat food!
$30 -> New York
Why?
BUY NOW!
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Metrics are people
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Innovation + Emotion
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Emoção
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Emoção
dopamine
=
emotional connection
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Review
Elevator test
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Review
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Review
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Review
1. Products are about people
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Review
1. Products are about people
2. Minimum Viable Product
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Review
1. Products are about people
2. Minimum Viable Product
3. Metrics FTW!
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Review
1. Products are about people
2. Minimum Viable Product
3. Metrics FTW!
4. Innovation + Emotion