Having product data is not the same thing as using that data to make better decisions. And having data in front of you isn’t the same as using data to build things your customers will love. So, how do product teams go from data to insights? What processes do successful product teams use to transform product problems--and the data-- into products that solve those problems? Join us to learn how teams at Heap are combining complete Heap data with clearly defined processes and prioritization to make cross-team collaboration easier and improve product outcomes. In this webinar, Product Management leader, Vijay Umapathy, will provide three comprehensive processes your team can adopt immediately. We’ll also send you three templates you can bring back to your teams so you can get started right away.

1. www.productschool.com
Three Processes for Uncomplicating PM
by Heap Director of Product

2. CERTIFICATES
Your Product Management Certificate Path
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Certificate™
Full Stack Product
Management Certificate™
Product Management
Certificate™

3. Corporate
Training
Level up your team’s Product
Management skills

4. Free Product Management Resources
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COMMUNITIES
bit.ly/product_resources
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5. Three Processes for Uncomplicating
Product Management
Vijay Umapathy, Director of Product

6. Vijay Umapathy
Previously: Product Manager
Now: Director of Product
Management

7. Heap is an analytics platform that helps
product managers craft great digital experiences.
Insight Action
Data

8. Good PMs:
● Explain what to build
● Celebrate launches
● Accept complexity
● Explain WHY we’re building it
● Celebrate IMPACT
● Push for SIMPLICITY
Great PMs:
😕 😍

9. 1. Explain the WHY
2. Celebrate IMPACT
3. Push for SIMPLICITY

10. WHAT to build WHY we’re building it
● What is the problem you’re trying to solve
and why do you need to solve it?
● Why does this matter to the customer?
● Why does this matter to the business?
Good leaders align their teams around the WHY.

11. “I want to build
this FEATURE”
vs
“Help me solve
this PROBLEM”

12. 1.
The Problem Brief
What problem are you solving
● Identify and frame the problem
● Quantify the problem and success
definition with a hypothesis
● Lead your cross-functional team to come
up with solution
User Story:
“As a {persona}, I want to {do a job}, so that {my
business has an outcome}.”

13. 1.
The Problem Brief
What problem are you solving
● Identify and frame the problem
● Quantify the problem and success
definition with a hypothesis
● Lead your cross-functional team to come
up with solution
Hypothesis:
[user / account segment] experiences [negative
outcome] because [reason], so we expect that [specific
product change] will cause [measurable, specific
behavior change]

14. The Heap Problem
Brief
Download @
heap.io/resources/problem-brief
● Problem Statement
● Competitive Analysis
● User Stories
● Hypothesis
● Metrics
● Business Impact

15. 2.
The Design Brief
Design the solution
● Align on the solution space
● Align on the chosen solution

16. 2.
The Design Brief
Design the solution
● Behaviors: what does your design do?
● Assumptions: what does your design
assume?
● Key Constraints: what non-obvious
constraints shape or limit your solution?
● Discarded Alternatives: What alternate
designs did you eliminate? Why?

17. The Heap
Design Brief
Download @
heap.io/resources/design-brief
● Foundations
● References
● Trade-offs
● Journeys
● Surfaces
● Edge Cases
● Not Doing
● Open Questions

18. 1. Explain the WHY
2. Celebrate IMPACT
3. Push for SIMPLICITY

19. Celebrate Launches Celebrate IMPACT
Too many PMs get on the launch treadmill

20. Launching ≠ Done
It’s not done until it is having the business impact we need

21. 3. After-Action
Report
Test and review hypotheses
● Capture the investment
● Re-state the hypothesis
● What was the result?
● What are your learnings / next steps?
Enter the After-Action Report:
After-Action Reports are organized reports written by
PMs every time a new feature is shipped.

22. The Heap
After Action Report
Download @
heap.io/resources/after-action-report
● What We Shipped & Why
● Investment
● Hypotheses
● Results
● Next steps

23. 1. Explain the WHY
2. Celebrate IMPACT
3. Push for SIMPLICITY

24. Accept complexity Push for simplicity
If you want to rally a team, simple is best

25. Simple, memorable, and
actionable
● # new trials created
● % trial conversion rate
● % of accounts with N+
interactions per month

26. Simpler metrics are sometimes
just as predictive
Key metric: % of accounts with 5+ monthly querying users

27. Focus on these core
changes
● Explain what to build
● Celebrate launches
● Accept complexity
● Explain WHY we’re building it
● Celebrate IMPACT
● Push for SIMPLICITY

28. A Smarter Approach
to Product
Thank You
Download slides and resources @ heap.io/productschool

29. www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training