What is Product Management ?

What is Product Management ?
INTRO TO PRODUCT MANAGEMENT
OBJECTIVES 1. What is Product Management? 2. What does a Product Manager do? INTRO TO PRODUCT MANAGEMENT
AGENDA What is Product Management? Product Lifecycle Hands-on Exercise Wrap-up & Questions INTRO TO PRODUCT MANAGEMENT
What is Product Management? INTRO TO PRODUCT MANAGEMENT
INTRO TO PRODUCT MANAGEMENT Customer Business Technology Product Management
Roles & Responsibilities Engineering UX & UI Design Product Marketing Product Management How can we develop a solution that is reliable and scalable? All aspects of the user’s interaction with the product How are we positioning this product? How are we distributing it? What’s the price point? Who’s the customer? What problems do they have? What’s the right product to be built? INTRO TO PRODUCT MANAGEMENT
The role of the product manager is to find the right product that needs to be built to serve customer needsINTRO TO PRODUCT MANAGEMENT
Who else do you think product managers work with? INTRO TO PRODUCT MANAGEMENT
Product Lifecycle INTRO TO PRODUCT MANAGEMENT
Define requirements Roadmap User research and rapid experimentation Launch and feedback mechanisms Based on requirements and designs INTRO TO PRODUCT MANAGEMENT Build Solution Test SolutionDesign Solution Beta Release Prioritize ProblemDefine Problem Ship & Measure Success
Define requirements Roadmap User research and rapid experimentation Launch and feedback mechanisms Based on requirements and designs INTRO TO PRODUCT MANAGEMENT Build Solution Test SolutionDesign Solution Beta Release Prioritize ProblemDefine Problem Ship & Measure Success Our lesson & exercise will focus on these two steps:
How can you source problems and ideas for your product? INTRO TO PRODUCT MANAGEMENT
Sourcing problems INTRO TO PRODUCT MANAGEMENT
Dogfooding - use your own product INTRO TO PRODUCT MANAGEMENT
Observe users in the field INTRO TO PRODUCT MANAGEMENT
Analyze support tickets INTRO TO PRODUCT MANAGEMENT
Understand industry trends ● What other problems do your target customers have? ● What other products are they using? ● What’s something that will change about how the industry operates in the future? Stay on top of latest trends Forums to connect with your target users INTRO TO PRODUCT MANAGEMENT
Define requirements INTRO TO PRODUCT MANAGEMENT
Product requirements 1. What’s the problem? 2. Who is experiencing this problem? 3. Why is this a problem? 4. What job is the user ‘hiring’ our product to do for them? 5. How is the user currently solving this problem? 6. What assumptions do we need to validate? 7. How do we know that we’ve solved the problem? INTRO TO PRODUCT MANAGEMENT
Jobs to be Done is a collection of principles that help us understand customer motivation INTRO TO PRODUCT MANAGEMENT
Classic Jobs to be Done Example INTRO TO PRODUCT MANAGEMENT
Example - ViewedIt 1-click restart INTRO TO PRODUCT MANAGEMENT
Example - ViewedIt 1-click restart 1. What’s the problem? 2. Who is experiencing this problem? 3. Why is this a problem? 4. What job is the user ‘hiring’ our product to do? 5. How is the user currently solving this problem? 6. What assumptions do we need to validate? 7. How do we know that we’ve solved the problem? INTRO TO PRODUCT MANAGEMENT Restarting a recording takes a lot of time Active users making a lot of videos Most videos require multiple takes Create successful videos faster Stop recording, go back and start over User behaviour for different types of videos Takes less time to make a successful video, users make more videos
Result - ViewedIt 2-click restart INTRO TO PRODUCT MANAGEMENT
Prioritize Problem INTRO TO PRODUCT MANAGEMENT
Prioritize Problem Customer & Business Value 1. How likely is this to help us reach our quarterly company goals? 2. How many people are impacted by this problem? How much are they willing to pay for this? 3. How many people have already asked for this? Are they our target users? 4. Is there a churn risk based on this feature? 5. Is there an upsell opportunity or is this expected product functionality? INTRO TO PRODUCT MANAGEMENT
Prioritize Problem Engineering Effort 1. How big of an effort is this? 2. Do we have internal expertise to solve this problem? 3. Is our existing infrastructure able to support this? 4. Is this is a prerequisite to solving other problems for our customers? INTRO TO PRODUCT MANAGEMENT
HIGH VALUE, LOW EFFORT LOW VALUE, LOW EFFORT HIGH VALUE, HIGH EFFORT LOW VALUE, HIGH EFFORT Infrastructure projects, long-term investments, complete change of the onboarding funnel Break them down, validate Change the way reporting is done based on a couple of users’ feedback Why bother? Changing steps in the onboarding funnel that lead to a higher conversion to paid users Add to the next sprint Minor bug that’s only impacting a small percentage of users Add to the backlog, spread between sprints Example Prioritize Problem Example Action Action INTRO TO PRODUCT MANAGEMENT
Design solution INTRO TO PRODUCT MANAGEMENT
Research & Planning Sketching Prototyping Testing & Refining Launching INTRO TO PRODUCT MANAGEMENT
User Research Role of the Product Manager ● Involve Product Designer in the initial research and requirements gathering process ● Provide access to all relevant data that’s available - both product usage and qualitative user feedback ● Come up with mechanisms to validate assumptions you’re making (doesn’t have to be scalable right away) INTRO TO PRODUCT MANAGEMENT
Rapid experimentation INTRO TO PRODUCT MANAGEMENT
How can you validate assumptions without writing code? INTRO TO PRODUCT MANAGEMENT
Example - Airbnb
Example - x.ai virtual assistant INTRO TO PRODUCT MANAGEMENT
Build solution INTRO TO PRODUCT MANAGEMENT
Build solution Role of the Product Manager ● Work with the engineering team to break down the solution into small units of work ● Provide data for questions that come up throughout the development process ● Have regular touch points with the team to see how you can help ● Assess the need for scope changes (if applicable) INTRO TO PRODUCT MANAGEMENT
Test solution INTRO TO PRODUCT MANAGEMENT
Test Solution ● Work with the QA team to come up with test cases ● Determine when the product is ready for internal / external beta testing ● Create feedback mechanisms for the beta release ● Share feedback with the team ● Determine when the product is ready for external launch INTRO TO PRODUCT MANAGEMENT
Ship & measure success INTRO TO PRODUCT MANAGEMENT
Launch preparation ● Work with the Marketing team to come up with product positioning and messaging ● Work with the Support team on product documentation for the customers (or you might have to do this yourself) ● Make sure you are tracking key product metrics from day 1 (you can’t improve what you don’t measure) INTRO TO PRODUCT MANAGEMENT
Hands-On Exercise INTRO TO PRODUCT MANAGEMENT
INTRO TO PRODUCT MANAGEMENT You’re a Product Manager at Uber
INTRO TO PRODUCT MANAGEMENT Uber for Kids? How can Uber become the go-to method of transportation for kids going to & from school?
Product Exercise: Uber for Kids ● You need to define requirements for this product and determine its priority ● Is this something Uber should build? Why? Why not? ● We will work together and ask questions to determine if this is a good idea ● Assume there are no constraints from the engineering perspective INTRO TO PRODUCT MANAGEMENT
Define Problem 1. What’s the problem? 2. Who is experiencing this problem? 3. Why is this a problem? 4. What job is the user ‘hiring’ our product to do for them? 5. How are they currently solving this problem? 6. What assumptions do we need to validate? 7. How do we know that we’ve solved the problem? INTRO TO PRODUCT MANAGEMENT
Prioritize Problem 1. How likely is this to help Uber reach their company / product / growth goals? 2. How many people are impacted by this problem? 3. How much are they willing to pay for this? INTRO TO PRODUCT MANAGEMENT
Would you go ahead with this product idea? Why? Why not? INTRO TO PRODUCT MANAGEMENT
Thank you! INTRO TO PRODUCT MANAGEMENT
Questions? (and please complete the surveys!) INTRO TO PRODUCT MANAGEMENT

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