In his talk, João Craveiro proposes a way of combining Marty Cagan’s aim “to discover a product that is valuable, usable and feasible”, and Martin Eriksson’s Venn diagram putting product at “the intersection between business, technology and user experience”. Then, João goes about how you can use this combination to assess, leverage and improve product skills — either at the individual level or team level. About the speaker: João Craveiro is a Product Manager at Onfido, a startup using machine learning to help over 1,500 companies verify the identity of their users online. He is responsible for vision, strategy, product discovery and delivery of one of the areas of the product. João moved into product management around 4 years ago, having been through different types of product for varying industries (with a focus on B2B products). Before that, he has been through roles in software development and in academia (research and teaching). //This talk was given by João Craveiro at the Productized Talks @ Premium Minds (29th November 2018) Discover our next meetups at meetup.com/Productized

2. Marty meets Martin
Connecting the two triads of Product Management
João Craveiro
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Productized Talks — 29 November 2018

3. @jpgcc_

4. Photo by rawpixel on Unsplash

5. tri·ad (trī′ăd′, -əd)
n.
1. A group of three.
2. …
3. ...
[Late Latin trias, triad-, from Greek, the
number three]
tri·ad′ic (trī-ăd′ĭk) adj.

6. “discover a product
that is valuable,
usable and feasible”
Marty Cagan, Inspired (2008)

7. Martin Eriksson, “What exactly is a Product Manager”
(https://www.mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/)
UX Tech
Business
Product

8. tri·ad (trī′ăd′, -əd)
n.
1. A group of three.
2. …
3. ...
[Late Latin trias, triad-, from Greek, the
number three]
tri·ad′ic (trī-ăd′ĭk) adj.

9. “discover a product
that is valuable,
usable and feasible”
valuable = Business?
usable = UX?
feasible = Tech?
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10. Photo by Loren Gu on Unsplash

11. valuable = ?

12. UX Tech
Business
Product
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valuableAchieve business goals in exchange
for delivering value to the end user
valuable?
Achieve business goals in exchange
for delivering value to the customers

13. valuable =
Business × UX
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14. usable = ?

15. Find the UX that matches the customers’ Job
To Be Done, and deliver that experience
Find the UX that matches the customers’ Job
To Be Done, and deliver that experience
UX Tech
Business
Product
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usable
valuableAchieve business goals in exchange
for delivering value to the customers
usable?

16. usable =
UX × Tech
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17. feasible = ?

18. Can we build it with available
technology?
Find the UX that matches the customers’ Job
To Be Done, and deliver that experience
UX Tech
Business
Product
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usable
feasiblevaluableAchieve business goals in exchange
for delivering value to the customer
Can we build it with available
technology and maintain it, with cost
compatible with business goals?
feasible?

19. feasible =
Tech × Business

20. Can we build it with available
technology and maintain it, with cost
compatible with business goals?
Find the UX that matches the customers’ Job
To Be Done, and deliver that experience
UX Tech
Business
Product
@jpgcc_
usable
feasiblevaluableAchieve business goals in exchange
for delivering value to the customer

21. Photo by Alex Read on Unsplash

22. Martin Eriksson, “What exactly is a Product Manager”
(https://www.mindtheproduct.com/2011/10/what-exactly-is-a-product-manager/)
UX Tech
Business
Product
“experienced in at least one,
passionate about all three,
and conversant with
practitioners in all”

23. Product
organisations
are a bit like PMs,
too!

24. UX Tech
Business
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usable
feasiblevaluable

25. UX Tech
Business
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usable
feasiblevaluable

26. UX Tech
Business
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usable
feasiblevaluable

27. What’s in it for me?

28. Developing PM
Extra vigilant to related pitfalls in their work
Devise where to focus skill development efforts
Established PM
Understand unconscious biases brought by background/experience
Stakeholder management
Product Leader
Leverage PMs’ strengths, coach to develop upon weak spots
Organise product teams for success (hire, allocate)
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29. Thank you!
Marty meets Martin
Connecting the two triads of Product Management
João Craveiro
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UX Tech
Business
Product
usable
feasiblevaluable
Medium post at https://medium.com/p/5c7cb2c9004f