איך לדבר בשפה של מנהלי מוצר? / צביקה קליינמן

איכפת לכם מהמוצר ויש לכם רעיונות מדהימים איך לשפר אותו, אבל, לפעמים הפיצ’רים שלכם נשארים במגירה ולא זוכים לצאת לאוויר העולם… נשמע מוכר?

בהרצאה, יסביר צביקה מה באמת מעניין מנהלי מוצר, איך המוח שלהם עובד ויספק כלים מעשיים איך לספר את הסיפור בשפה שמנהלי מוצר מבינים (ולא יכולים לסרב). בנוסף, ישתף צביקה בסיפור הצלחה מ-Chegg, בו הוביל ארגון ה-UX שינוי משמעותי תוך רתימה מלאה של מנהלי המוצר והארגון כולו.

Transcript

2. A story about Dark Mode…
3. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 3
4. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved IMPACT 4 Acquisition? Conversion? Engagement? Retention? Referral?
6. vs.
7. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 7 $5B (37% YoY) 15M Students (MAU) 6M Paying 1600 Cheggers (100 in Israel)
8. 8 IMPACT "( תיטקפמיא )"
9. Three Questions PMs Ask: What’s the opportunity / problem? 1 Is it big enough to matter? 2 What does success look like? 3
10. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 10 What’s the opportunity / problem? 1 MY IDEAS
11. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved Is it big enough to matter? 2 11 11 +1,000
12. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 12 1. You know the KPIs 2. You know the Objectives 3. Impact Driven ideation 4. You influence The Roadmap What does success look like? 3
13. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 13 1st month retention % CHEGG STUDY KPIs (Key Performance Indicators) Business KPIs Product KPIs # of content views KPIs 1 2 Objectives 3 4 Influence the Roadmap Impact Driven
14. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 14 Objectives KPIs 1 2 3 Impact Driven 4 Objectives Influence the Roadmap
15. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 15 IDEA Impact Driven Ideation BUSINESS IMPACT KPIs 1 2 3 Impact Driven 4 Objectives Influence the Roadmap
16. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 16 Influence the Roadmap KPIs 1 2 3 Impact Driven 4 Objectives Influence the Roadmap
17. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved Reach (1-5) Effort (1-5) Confidence (%) Impact (1-5) R.I.C.E Model Expert videos vs. Snap any problem
18. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved R.I.C.E Model 5 5 80% 5 Expert videos Reach (1-5) Effort (1-5) Confidence (%) Impact (1-5)
19. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved R.I.C.E Model 5 5 80% 5 3 4 60% 3 Expert videos Snap any problem Reach (1-5) Effort (1-5) Confidence (%) Impact (1-5)
20. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved R.I.C.E Model 5 5 80% 5 3 4 60% 3 R * I * C E = 4 = 2.4 ✓ Expert videos Snap any problem " תא רפשל הצור ינא ה תייווח - onboarding " " תא רפשל ךרד יתאצמ ה - conversion ונלש " Reach (1-5) Effort (1-5) Confidence (%) Impact (1-5) * * : * * :
21. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 21 Satisfiers Must Be Kano Model SATISFACTION FULFILLED ABSENT DISSATISFACTION
22. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 22 Delighters Satisfiers Must Be Kano Model SATISFACTION FULFILLED ABSENT DISSATISFACTION
23. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 23 Expert videos Snap any problem Delighters Satisfiers Must Be Roadmap
24. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved Case study Chegg rebranding 24
25. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 25 Old (“Sunkist”)
26. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 26 Competitors The students Us (Chegg) What’s the opportunity / problem? 1
27. v New (“Fanta”)
28. Confidential Material / Chegg Inc. © 2005 – 2017 / All Rights Reserved Is it big enough to matter? 2 Interest in this site Brand for me Helps me learn better Trust +14% +19% +13% +11% Conversion +4% 28
29. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 29 +60% Use it +50% Want it
30. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 30 1. You know the KPIs 2. You know the Objectives 3. Impact Driven ideation 4. You influence The Roadmap Recap
31. Confidential Material / © 2019 Chegg, Inc. / All Rights Reserved 31 Thank You! Tsvika Kleinman about.me/kleinman v