careers in product management: april 24, 2014

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Careers in Product Management

featuring:

Lewis Lin evisors.com/expert/1436738 Former Director of Product Management at Microsoft

Hosted by: Caitlin Quan Evisors Marketing & Operations Associate



• PM roles and responsibilities • Ideal PM resume • PM interview tips • FREE interview cheat sheet

Agenda


Introduction


My interview prep books…available on Amazon

PM Interviews Marketing Interviews


What Product Managers “Can” Do

Marketing PM 1 2

3

4


What Product Managers “Say” They Do


What Product Managers “Typically” Do

Understand the customer

Develop requirements

Prioritize resources

Serve as launch lead

Collect feedback


Understanding the customer

1. Name and alias 2. Problem quotes 3. Age, day in the life,

thoughts & feelings 4. Goals 5. Behavioral variables

1

2

3

4

5

Personas




Primary POC for launch

Collect feedback


Developing requirements Understand

the customer Develop

requirements Prioritize resources


Collect feedback

As a <role>, I want <goal/desire> so that <benefit>. Examples As an administrator, I want to be able to add/delete/change

my boss’s schedule so that I don’t have to use his password. As a Facebook user, I want to see out-of-town friends who

send status messages in my hometown first, so that I can send them a note.

User stories


Prioritizing resources Understand

the customer Develop

requirements Prioritize resources


Collect feedback

User Story Revenue Customer Satisfaction

Implementation Difficulty

Overall

Story A 3 3 1 9

Story B 2 2 2 6

Story C 1 1 3 3

Prioritization matrix


Serving as launch owner Responsibilities Manage project execution Primary exec contact Primary product contact Primary press contact

Key documents Product FAQ





Collect feedback


Evaluating customer feedback

Lift P-Value

# of users completing signup -13.21% 0.02

Profile completeness +1.65% 0.01

# of users the posted +2.11% 0.05

# posts +4.85% 0.01

# of invites sent +2.36% 0.02

1 day retention +2.12% 0.07

7 day retention +1.08% 0.20

30 day retention N/A N/A





Collect feedback

A/B test: Adding “upload photo” to social network sign-up flow


Day-in-the-life of a PM 8:15a Go through emails

8:45a Read TC; check out Nest UI

9a Review mock-ups with designer

10a Lead daily stand-up meeting

10:30a Check email

11:30a Customer call with sales team

12p Lunch meeting with market research team

1p Last minute prep for product roadmap review

2p Product roadmap preso to executives

3p Send out meeting notes to team

3:30p Lead eng. call with Google to discuss API implementation

4:30p Review A/B test results

5:30p Work on product roadmap & tweak product backlog


Most hiring managers scan resumes in 6 seconds


Interview Tip: Product Design Questions


FREE one-page PM interview cheat sheet

Email [email protected]

To Get Your Copy


Buy on Amazon Kindle for $9.99 http://tinyurl.com/DecodeAndConquer

Buy the book for sample PM interview answers

http://tinyurl.com/DecodeAndConquer

Questions & Answers


Connect

Book your one-on-one session with Lewis at www.evisors.com/expert/1436738


Lewis Lin Former Director of Product Management at Microsoft

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