product management bootcamp (16 jan 2016)
TRANSCRIPT
16 JANUARY 2016MICHAEL CHIK
source: http://goo.gl/HdXHnO
» Introductions» Why Product Management?» What Is A Product Manager?» The Voice of the Customer» The Product (Risks)» Customer Development» Finding Your Customer» User Research» Personas» Empathy Map» KPIs» Customer Cycle (Metrics for Pirates)
Michael ChikLean & Agile Coach for Startups & EnterprisesLEGO® SERIOUS PLAY® Facilitator
[email protected]@arsagiliscasmaronlinkedin.com/in/michaelchik
MoonpigPhotoboxCathay PacificJP MorganStandard Chartered BankBen & Jerry’sWalt Disney Company
戚本錦 Previous:
I consult for startups, like:TravolorWork-space
Amnesty International國際特赦組織
source: http://goo.gl/ZbvuQB
- MARTY CAGAN, AUTHOR OF “INSPIRED”
source: http://goo.gl/ZbvuQB
- Mini-CEO- Visionary- Passionate- Big Picture Thinker- Technical- Voice of Customers- Jack Of All Trades
- Project Manager- Designer- Developer- Customer Support- The Boss- Scapegoat
Google Search
source: http://goo.gl/8SavP6
source: https://goo.gl/HhgAXC
source: http://goo.gl/GbDtXk
source: http://goo.gl/HCkvKA
NEEDS FEATURES BENEFITS
WHO ARE MY USERS?
WHO ARE MY USERS?
WHAT ARE THEIR HABITS?
WHAT ARE THEIR HABITS?
WHERE ARE THEY
ACCESSING FROM?
WHERE ARE THEY
ACCESSING FROM?
WHEN DO THEY NEED YOUR PRODUCT?
WHEN DO THEY NEED YOUR PRODUCT?
WHY DO THEY NEED YOUR PRODUCT?
WHY DO THEY NEED YOUR PRODUCT?
HOW DO THEY ACCESS YOUR
PRODUCT?HOW DO THEY ACCESS YOUR
PRODUCT?
source: http://goo.gl/90W0Fk
source: https://goo.gl/HhgAXC
Unable to learn Expensive to build
» Explainer Video (eg. Dropbox)» Concierge MVP (eg. Travolor)» Landing Page» Wizard of Oz (eg. Zappos)» Raise funds from Customers (eg. through Kickstarter)» Single Feature MVP
» Pen & Paper» Benefit: Quick and easy to
change!» Immediately testable!
source: http://goo.gl/JrpzOs
» On the Back of a Napkin» Benefit: Starts a
discussion» Immediate feedback!
source: http://goo.gl/W1QEjI
» Clickable» Manual interaction» Normally: Electronic» Qualitative &
Quantitative feedback
source: http://goo.gl/Lrea
source: https://goo.gl/mDppmV
» Data & numbers» Discover patterns» Tells you WHAT, but not
WHY
» Easy to mistake correlation for causation
» Observation & Communication
» Deeper insight» Tells you WHY
» Takes more time
QUANTITATIVE QUALITATIVE
» Introduce yourself and purpose of interview» Ask permission (to interview, record, etc)» Interview together with an observer (or record)» One person at a time» Ask open ended questions» Don’t ask hypothetical questions» Listen, listen, listen» Liste, even if people go off topic» Assume that everything you know is wrong
» DO NOT interpret» DO NOT ask leading questions
Observer
Beinginterviewed
Interviewer
In groups of three, choose one of the apps on the rightBrainstorm what information you need from your potential customers and what you would ask them to discover it
At least two questions for your customer interview
YOUR IDEA HERE
FamilyPhoto
Sharing App
Interactive Travel
Guide App
Interactive App For Hikers
Decide who is going to be interviewer and who observerInterviewee moves to a different group2nd round: observer becomes interviewer, interviewee moves again
Qualitative feedback on your hypothesis
source: https://goo.gl/c8wGVL
:» Likes / Followers» Unique visitors» Emails collected» Number of downloads
active users / monthinstead of
active users
% active users / month
vsvsvsvs
source: https://goo.gl/xEAjH0
source: http://goo.gl/HCkvKA
source: http://goo.gl/kAwgYX
source: https://goo.gl/BqEYve
source: http://goo.gl/WknYCo
[email protected]@arsagiliscasmaronlinkedin.com/in/michaelchik
Slides available @ http://goo.gl/1tRpPa