being a successful user-centred product manager
DESCRIPTION
This workshop is about building an effective and nimble user centred product team building great products for a global audience. It’s about deciding what a Minimum Viable Product really is and [the hard part:] what to do once you’ve got one. I’ll go behind the scenes at Optimal Workshop to discuss our design and development process, how we handle customer support and how the two are intertwined for the good of our customers.TRANSCRIPT
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User-Centred Product Manager
Being a Successful
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Hi, I’m Andrew and I’mpleased to meet you.
This is a conversation PLEASE ASK QUESTIONS
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My ContextIn-house design and development
Design & development services
Installed software with licensing and support
Software as a service
Andrew Mayfieldnz.linkedin.com/in/andrewmayfield
@andrewfantastic
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frustrations!!
please write 2 or 3 things you’d like to discuss today on post-it notes
!2 minutes
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What does a Product Manager do?
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What does a Product Manager do?
!
!
Please discuss as a group. !
5 minutes.
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Align and prioritise activities that influence product design, development and positioning
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Align and prioritise the wants and needs of people who use the product, and
people who work in or on the business
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A Product Manager is responsible for making sure that a team ships a great product
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…assessing product opportunities, and defining the product to be built
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Product ecosystems
Systems thinking
Holistic thinking
Complexity theory
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As Product Manager
you own
The Roadmap
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How a Roadmap Works
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Inputs to The Roadmap
!
How do things get onto your roadmap?
!
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agile? !
lean? !
kanban? !
waterfall? !
iterative?
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Stay nimble.
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MVP
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viableminimum
product
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viable!feasible usable useful doable
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ok, next?
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COMMUNICATING The Roadmap
As clear as you can for 3-12 months
As fuzzy as you can after that for 3-5 years
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Roadmapfrom where?
!
to where?
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Roadmapfrom … the PROBLEM
!
to … your VISION
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problemYour product exists to solve a
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Quantifying the effectiveness of information architecture is hard work
PROBLEM:
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visionYour product needs a
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stories
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Product Vision
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Product Vision
For (target customer) Who (statement of the need or opportunity) The (product name) is a (product category) That (key benefit, compelling reason to buy)
Unlike (primary competitive alternative) Our product (statement of primary differentiation)
!!
from the book: Crossing the Chasm by Geoffrey Moore
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For information architects (IAs) !
Who want to make websites and intranets easier to navigate for their users
!Treejack is a tree testing tool for IA testing and validation
!That provides quantitative user research to prove or disprove terminology and hierarchy choices by isolating the IA from any
other visual concerns !
Unlike other methods and tools on the market !
Our product is inexpensive, easy to use and has great looking charts that management can read for themselves.
TreejackTREE TESTING
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Help experience designers understand where and why people get lost on their website.
TreejackTREE TESTING
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One Sentence
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How does a Product Manager
differ from a Project Manager
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How does a Product Manager
differ from a Senior UX Designer
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User-Centred Input
Ideas for Ensuring
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empathythe ability to understand and share the feelings of another
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Building team empathy
Can you think of a way you could do this in your workplace?
!Discuss.
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Dog food day
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Dog food dayA day where you are the user.
!Invite a user, or a team of spend time with
you and your product team. !
You work with the user(s), or for them, to achieve their goals using your products.
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User researchWhat methods are used at your workplace?
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User researchMix of methods
Mix of people
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Customer SupportHave you, personally, ever worked in customer support at your workplace?
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Aim to be rid of customer support
Take action, don’t create more process
Roster everyone onto support
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“BTW - I love your products.
I enjoy using them so much that I sometimes
get frustrated when I have to do other parts
of my job.
Mike
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Work in pairs
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PODS
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SNIPER SQUAD
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Who prioritises the work?
ok, but
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Someone else?
Development team
Marketing team
Customer support
The Board
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it’s your job.You’re the product manager,
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He who screams the loudest
Watch out for:
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Synthesise !
Analyse !
Decide
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Prioritising as a group
ABC
Important vs Urgent
Impact vs Difficulty
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kano modelIdeas for being
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kano modelDelight, Performance or Basic needs
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kano model
kano.io
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Know what to do next, why, and who for.
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THANK YOU,!YOU’RE AWESOME
Andrew Mayfieldnz.linkedin.com/in/andrewmayfield
@andrewfantastic