Main Takeaways: -Clarity over problems -Discovery over delivery -Moving from launches to landings

1. www.productschool.com
Product Development Cycle
by Farfetch Principal PM

2. Your Product Management Certificate Path
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5. Webinar: Product Development Cycle
by
Nuno Martins - Principal Product Manager @ Farfetch
www.productschool.com

6. Nuno Martins
Principal Product Manager @
Farfetch

7. ● Physics Engineer
● Investigator during a full year with 6 peer reviewed scientific papers published
● Founder of jeKnowledge
● 2.5y Innovation Manager @ Intelligent Sensing Anywhere
● 5y Product Manager @ Intelligent Sensing Anywhere
● +4y Product Manager @ Farfetch

8. Agenda
1
www.productschool.com
● Customer obsession
● Start with the problem
● Elaborate your hypothesis
● Move to the solution space
● Focus on outcomes
● Build your extended team
● Get it done
● Ship it 🛫
● Landing it 🛬

9. Customer obsession
1

10. by the end, it’s only used in the Drug and Software industries
Let’s ditch the term User.

11. it’s easy to relate, you’re also one
Focus on Customer instead

12. we’re always right and know what we want
and as a Customer

13. is that what, actually, customers need?
but

14. there’s a problem to be solved
where there’s a need

15. build the case from there, start by framing your problem
Start with the problem

16. Use the tools you need and collect the insights from all your
customers and those that can influentiate your customer. Know
your market and your competitive landscape.
With all these at hand, frame the problem and create a solid
problem statement
Framing the problem

17. Go for clarity, don’t stop until is:
- crystal clear
- easy to explain
- everyone understands
The problem space is set

18. Give up some structure to your product development cycle.
The Hypothesis will help you with your line of thought and focus
on the outcome
Move to your hypothesis

19. Based on <insight> , we believe <product change> will result in
<behavioural change> as measured by <measurable impact>
Building your hypothesis

20. MEASURABLE IMPACT
HOW SUCCESS LOOKS LIKE
BEHAVIOURAL CHANGE
WHAT TO EXPECT
PRODUCT CHANGE
SOLUTION SPACE
INSIGHT
PROBLEM SPACE

21. put your hypothesis to test
Moving to the solution space

22. start with quantity
How to choose your solution
Solution
1
Problem
A
Solution
n
Solution
1
...

23. Do not focus yourself on development only, what can you do, as
early to apply your solution
How early can you apply your solution

24. We need to be pragmatic about it and assess early on the
cost/effort of our solutions
How much will cost 💸

25. Balance the complexity of implementing your solutions against
the outcome that you’ll get, this will provide guidance for your
prioritisation exercise
Definition of success

26. Try to be clear about:
How does success looks like
Set for success early in the game

27. remove the subjectiveness and look for what metrics
will move the needle where you want it to.
How will this metrics connect to your strategy?
Definition of success

28. How much value are you driving and what customer success
metrics are you leveraging.
Also, don’t forget when do you need to stop.
Definition of success

29. DeliveryProduct Discovery Build Up

30. Invest more on early stages, before delivery.
Prepared ahead and allow to invest continuously over Product
Discovery
Move to the left

31. Build it together
1

32. Tackling risks upfront:
● viability
● usability
● valuable
● feasible
Prepping for delivery

33. Setup the right skills and work together
Assemble the team

34. Product, Design,
Engineering
Build a prototype
isitfeasible,isitviable?
Fram
etheproblem
tobesolved
🕵‍♀ User Research📈 Product Analytics

35. The tools and processes serve to solidify the communication, to
make it available to everyone who may need it.
Over communicate

36. The tools and processes serve to solidify the communication, to
make it available to everyone who may need it.
rule of thumb:
Strong or co-located teams need less documentation
Weaker or distributed teams require more documentation
Over communicate

37. The execution stage is actually where we can have some 🏖 from
the development team -there will be some admin, of course but
it’s a great time to do some real Product work
Get it done

38. Get ready for real world test.
Shipping your product to your customers and how
they’ll get it.
When done, celebrate it. It’s hard to do product
Putting it out there

39. Focus on the landing
Landings are the validation of your definition of
success.
But

40. Understand what went well
Address what went wrong
LEARN with both success and failures.
Remember the learnings

41. and keeping record of the learnings
allow it to drive your product forward
It’s about the journey

42. Main Takeaways
1
www.productschool.com
● Clarity over problems
● Discovery over delivery
● Landings over launches

43. Thank You!
www.productschool.com
Nuno Martins:
linkedin

44. www.productschool.com
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