product management and user experience
TRANSCRIPT
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Product Managementand
User ExperienceEverything you need to know
Glen Lipkahttp://commadot.com
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Marketo
VP, User Experience
First hired employee
Sole Product Manager / Product Designer for 2 years
Interim VP, Product Management & UX
Intuit
One year of bureaucracy
Koko Interactive
1995-2002
@glenlipka
http://commadot.com Glen Lipka
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Features
Easy workflow designer
Landing page / form / email WYSIWYG editors
Easy segmentation tools
Analytics
Full bidirectional CRM sync
Known for
One of the fastest growing startups in Silicon Valley
Great User Experience
We’reHiring!
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Design is Decisions:
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The Product Manageris the CEO of the Product
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The Inmates are Running the Asylum
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What about the UX
designer?
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What should UX be responsible for?
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Glen’s UX Designer Definition
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Product DesignerProduct Manager
But am I a Good
Product Designer?
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Product Management
Roadmap
Competitive Analysis
Business Cases
Prioritization
MRDs
PRDs
Go to Market
Partnerships
Internal Training
Backlog
Ultimate Responsibility
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UX Designers should write
the PRDs!What should UX Do?
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UX Designers at Marketo
Sit with engineers
Are detail oriented
Are responsible for the PRDs
Iterate / Collaborate on ALL details with
Engineering
Product Management
Marketing
Customers
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Key question:
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Overview
Vision statement
Rough Timeline
Priority
Competitive Landscape
Competitor Name
Features
Screenshots
Pricing
Strengths/Weaknesses
Reviews
Customer Quotes
Interview List (people who used competitive product) – with photos
History (Log new features or changes in business dynamics)
Other notables
Packaging
How this relates to existing products
Pricing
Sold separately? Dependencies?
Research (analysts)
Go to Market Strategy
Marketing narrative
Product marketing plan
Internal education plan
External education plan
Event/Tradeshow dependencies
Related Features
Research
Interview List (prospects, friendlies, analysts, etc) – with photos
Other research
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Design Driven PRDs
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Smart List Rules
Drag Items to Create Smart List
• Filled Out Form
• Fills out form
• Visits Page
• Clicks on Email
• Registers for Event
• Opens Email
Filters
User History
Personal Attributes
Company Attributes
Triggers
• Visited Page
• Opened Email
• Clicked on Email
• Was sent email
• Field Changed
• Data Value Changes
Smart List
Define who is part of this campaign
Drag action from the left
Admin | Logged in as: Demo User | Logout
My Marketo Lead DatabaseDesign Studio AnalyticsMarketing Activities
Campaign Menu
DoneAuto-save ONLast Saved: Aug 12, 12:42pm
QuickJump…
Run Flow test
Free Trial Scenario Budget Schedule Flow Campaign Log Smart List
Important. This will help users understand the inline editing paradigm
• Filled Out Form
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Salesforce Campaign Sync
Campaign:
CancelSave
• Only active SFDC campaigns display• If multiple campaigns with the same name: show the ID in parens after. (ONLY for this scenario)• Can’t pick a SFDC Campaign already sync’d with a different program• Campaigns with existing SYNC relationships CAN show up in the list, but can not be saved. The purpose is to show them
the name of the program that is already sync’d. Use Status of Already used by Program Name. (as a link)
Create New SFDC Campaign
Name:
Start Date:
End Date
Campaign Status:
Description:
Planned
Big Launch WebinarPre-populate with Program Name
Pre-populate dates with Event date if set
• Planned• In Progress• Completed• Aborted
Read only fields if selecting a pre-
existing campaign
Name information not displayed if pre-existing campaign
selected
Display all required fields from sFDC side in addition
to these ones.
Mark required fields in SFDC as required in Modal as well
None
Create New SFDC Campaign
Rock The Revenue
Marketo Masters
This will Replace SFDC campaign member status with progression status
This will skip SFDC campaign flow actions. Learn More
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List Actions
Big Finance Rules
On approval, “Industry Segment=Big Finance” for all leads in smart list (apply priority)
Not available in Member of Smart Lists
Segmentations
Show all leads who qualify for smart list
Industry
Health
Big Finance
Small Finance
Government
Filters allowed:1) Lead attributes2) Company attributes3) Member of Program, Member of Smart Campaign, Member of List4) Has Opportunity5) Salesforce filters
Nice to have:1) Formula fields
Not allowed:Lead history filters
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Wait Until with Tokens• Wait Until with Tokens
– Tokens upgraded to take “modify” parameter
– Either inline like below or same thing in the My Tokens tab.
– Optional UI: My Tokens to add parameter in edit modal of token
– Examples:
• {{my.ReminderDate:modify=+2bd}} //business days
• {{lead.SignUpDate:modify=+6m}}
• {{system.Date:modify=+1y}}
1. Wait Until
{{my.ReminderDate:modify=+2bd}}Wait:
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Structure matters
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CEO
Head of Products
Product Management
Engineering
CMO
Marketing
Graphic Design
The Pixel Pushers
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CEO
Head of Products
Product Management
Usability
Engineering
CMO
Marketing
The Assistants
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CEO
CIO
UX Design
Head of Products
Product Management
Engineering
CMO
Marketing
The Standards People
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CEO
Head of Products
Product Management
UX Design Engineering
CMO
Marketing
Ideal Structure
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Summary
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User Experience 101
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Which is better?
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Goal
User
Blocker
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3 Travelers
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Like you… Love You
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Consistency is Better
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Illustration by http://headrush.typepad.com/
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@glenlipka
http://commadot.com
Thank You