product management - building products your customers love
TRANSCRIPT
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Product ManagementBuilding Products Our Customers Love
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Start with an exampleeveryone can relate to
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I hate it
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It took too long to build
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Not very usable
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Cost too much (to build the wrong thing)
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Agenda1. Product Teams2. The role of a Product Manager3. Tools used in Product Management4. Exercise: Story Mapping5. How to build products that your customers will actually use6. Attributes of an effective Product Manager
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Product Teams
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Product Teams
A small, cross-functional, collaborative (and ideally co-located) team of empowered and accountable people focused on a clearly defined set of business objectives.
- Marty Cagan, Silicon Valley Product Group
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Product Teams: StructureProduct ManagerProduct Designer (UI/UX)Product Developers
Development skillsQuality assurance skillsBusiness Analysis skills
Shared RolesScrummasterData AnalystUser ResearcherProduct Marketing
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Product Teams
A small, cross-functional, collaborative (and ideally co-located) team of empowered and accountable people focused on a clearly defined set of business objectives.
- Craig Larman
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Product Teams
“The Thing Right” “The Right Thing”
“Is It Usable?”
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Product Teams
“The Thing Right” “The Right Thing”
“Is It Usable?”
Product Developers
Product Management
Product Design (UI/UX)
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Agile Product Development
80% of all software organizations have adopted Agile practices
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Agile Product Management
Finding that minimum mix of:Cost of developmentValue to the customerCan the customer use it?
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Product Management
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At its simplest form, Product Managers answer these three questions:1.What are we building?2.Why are we building it?3.How will we know if we’ve succeeded?
Product Management
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The Product Manager Role
The team builds what’s on the product backlog, and the Product Manager is responsible for that backlog.
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Two Obsolete Models
1.Two People, One Role2.One Person, Two Roles
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A modern Product Manager is able to move effortlessly from talking to and observing external customers, to talking technical details with the Product Development team.
Two People, One Role
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In today’s small, cross-functional, collaborative team of empowered and accountable Product Developers, a Project Manager is wasted resources.
One Person, Two Roles
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Product Owner
The Product Owner is a role within Product Management. They do all of the above, plus:Prioritizes the backlogUltimately responsible for ensuring the product is
successful
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What Do PM’s Contribute?
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The Product Manager Contributes
Deep Knowledge ofThe Customer
Acknowledged expert in Vendasta’s users and customers
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The Product Manager Contributes
Deep Knowledge ofThe Data
Acknowledged expert on product data
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The Product Manager Contributes
Deep Knowledge ofThe Business
Business model, dynamics, stakeholder considerations
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The Product Manager Contributes
Deep Knowledge ofThe Industry
Competitors and trends
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The Product Manager Contributes
Reference CustomersObsesses over happy, referenceable customers
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Product Discovery Tools
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Product Discovery TechniquesIdeationOpportunity AssessmentsCustomer DiscoveryStory MappingMVP TestPrototypesUser TestingLive Data Testing
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Ideation
Product TeamsObserving Users“Customer Misbehavior”Hack DaysData Spelunking
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Opportunity Assessment
Framing Product Discovery:What problem are you trying to solve?Who are you solving the problem for?How will you know if you have succeeded?
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Customer Discovery
Discovery and cultivate a group of reference customers in parallel with discovering and developing the product.
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Customer Discovery
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Product Market Fit
Defined as, “the smallest possible product that meets the needs of the Early Adopters.”
But, Product Market Fit is just the beginning...
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Story Mapping
A technique to visualize and deconstruct the big picture of a problem or solution.Provides shared understandingFinds holes in your thinkingFrames prototype or release scopeImproves planning and estimating
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MVP Testing: Demand Testing
Landing Page TestingFake Door TestingVideo TestingKickstarter Testing
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MVP Testing: Solution Testing
Concierge TestingWizard of Oz TestingPrototyping
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Solution MVP Testing: Prototyping
Feasibility PrototypesUser PrototypesLive-Data Prototypes
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Story Mapping Exercise
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Exercise: Story Mapping
Lessons learned:Provides shared understandingFinds holes in your thinkingFrames prototype or release scopeImproves planning and estimating
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What would I have done differently?
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What would I have done differently?Do some Customer Discovery
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What would I have done differently?Do some Customer DiscoveryIdentified every type of user (customer)
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What would I have done differently?Do some Customer DiscoveryIdentified every type of user (customer)Test usability, before it is built
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What would I have done differently?Do some Customer DiscoveryIdentified every type of user (customer)Test usability, before it is builtUnderstand Minimum Viable Product
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What would I have done differently?Do some Customer DiscoveryIdentified every type of user (customer)Test usability, before it is builtUnderstand Minimum Viable ProductBuild it (and open to the public) in stages
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Additional Learning1. Build Great Product: “Inspired: How To Create Products Customers Love” - Marty Cagan
2. Building a Successful Product Business: “The Hard Thing About Hard Things” - Ben Horowitz
3. “Fail Fast” Startups: “The Lean Startup” - Eric Ries
4. Rapid Prototyping: “Video on Rapid Prototyping and Product Management” - Tom Chi, Google X
5. Product Vision & Leadership: “Start With Why” - Simon Sinek
6. SaaS Analytics: “Lean Analytics: Use Data to Build a Better Startup Faster” - Alistair Croll & Banjamin Yoskovitz
7. Saas Analytics (2nd to Alistair Croll’s): “Naked Statistics: Stripping the Dread from the Data” - Charles Wheelan
8. User Story Mapping: “User Story Mapping: Discover the Whole Story, Build the Right Product” - Jeff Patton
9. Lean UX: “UX for Lean Startups: Faster, Smarter User Experience Research and Design” - Laura Klein
10. Qualitative Testing: “The Do-It-Yourself Guide to Finding and Fixing Usability Problems" - Steve Krug
11. Scaling: “The Art of Scalability: Scalable Web Architecture, Processes, and Organizations for the Modern Enterprise” - Martin Abbott & Michael Fisher
12. Product Culture: “How Google Works” - Eric Schmidt
13. Management (recommended by Ben Horowitz): “High Output Management” - Andy Grove
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PM Blogs to Follow
Silicon Valley Product Group: svpg.comMind the Product: mindtheproduct.com