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Page 1: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

/ OcadoTechnology/ OcadoTechnology

The Gap between Product and UX

Page 2: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

My journey to Product Management

-

By Jack Rich

Product Manager, Ocado Technology

All opinions expressed are my own.

Page 3: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

What is your most powerful skill?

Source: https://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwj9iqq-mvrgAhVF-YUKHYfnDqkQjRx6BAgBEAU&url=https%3A%2F%2Fwww.pinterest.com%2Fpin%2F507288345513884705%2F&psig=AOvVaw1Cps4gMG5ue-krHbgK-xe4&ust=1552397763834692

Photo credit: Carles Armengol

https://www.flickr.com/photos/carmengolb/
Page 4: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

Empathynoun

“The ability to step into the shoes of another person, aiming to understand their feelings and perspectives, and to use that understanding to guide our actions.”

Page 5: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

LTM project

Photo credit: Jack Rich@JHDR7

Page 6: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7@JHDR7

Page 7: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7@JHDR7

Page 8: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7@JHDR7

Page 9: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7@JHDR7

Page 10: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

User Experience

Product Management

@JHDR7

Page 11: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

An organisational role that guides every step of the product’s lifecycle. They evaluate opportunities, and

prioritise what will be built.

Product management is

Page 12: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

Page 13: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

/ OcadoTechnology/ OcadoTechnology

The Ocado Way

Page 14: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

Picture of user testing...

Page 15: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7Photo credit: Ocado Technology

Page 16: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

Overall preference Findability Scrolling Comparing

FOPsCombined

score

3 2 2 1 5

6 2 3 3.5 8.5

5 6 5 6 17

1

2

3

Page 17: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

We found an exciting idea

Something with merit that we should test further

Photo credit: Giphy

https://media.giphy.com/media/26xBENWdka2DSvvag/giphy.gif
Page 18: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7Photo credit: AMC

@JHDR7

https://i0.wp.com/www.harbus.org/wp-content/uploads/2016/03/29-mad-men-pitches-quiz.jpg?fit=3600%2C2025
Page 19: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

How can we be sure?It’s too risky

Page 20: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

Understanding the types of risk

Photo credit: www.tokkoro.com@JHDR7

http://www.tokkoro.com/2825382-nature-animals-frog-depth-of-field-macro-crocodiles-teeth-muzzles-eyes-danger-amphibian-reptile.html
Page 21: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

Understanding the types of risk1. Value risk

2. Usability risk

3. Feasibility risk

4. Business viability risk

Photo credit: www.tokkoro.com@JHDR7

http://www.tokkoro.com/2825382-nature-animals-frog-depth-of-field-macro-crocodiles-teeth-muzzles-eyes-danger-amphibian-reptile.html
Page 22: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7Photo credit: Memegenerator

@JHDR7

https://www.google.co.uk/search?q=Warren+buffet+steak+holder&tbm=isch&tbs=rimg:CUH8r-QinUaTIjhFrd6FFxHpJ-5pxstSMabWM7V0vUbyQLL_1Ey0SLa989dMp9tgxlKSwIGOcDAUwvCxNeJ7MIENPiCoSCUWt3oUXEeknEX2xIDdvsCiMKhIJ7mnGy1IxptYRBBnIk3E7Kn8qEgkztXS9RvJAshFCQo4s-bYG9SoSCf8TLRItr3z1EUkMsJiHEz24KhIJ0yn22DGUpLAR9Rd_1EsfF4WoqEgkgY5wMBTC8LBEHaIBsZUwa_1ioSCU14nswgQ0-IEQ5CqiC8Npx7&tbo=u&sa=X&ved=2ahUKEwjx5fHvpPrgAhWlxYUKHWH2AzUQ9C96BAgBEBs&biw=1680&bih=810&dpr=2#imgdii=_ypiI9umTK0LAM:&imgrc=0yn22DGUpLCx1M:
Page 23: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

Stakeholder management

@JHDR7

Page 24: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

Challenges

Page 25: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

How to work externally with other teams1. Build relationships

2. Understand requirements earlier on

3. Work to build an aligned mission

4. Agree on sign-off process

Page 26: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

Spread UX understanding1. Build and publicise a testing

community

2. Educate the business

3. Invite others to take part

4. Senior stakeholder buy-in

Page 27: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

Why Product?

Photo credit: Lucas Film@JHDR7

https://rogueplanet.tv/wp-content/uploads/2014/11/darth-vader.jpeg
Page 28: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

UX without product

managementCreate a product that

works for users but isn’t a viable business.

Page 29: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

UX without product

managementCreate a product that

works for users but isn’t a viable business.

Create a functional product that may not be enjoyable or intuitive for

a user.

Product management without UX

Page 30: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7@JHDR7

Page 31: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7@JHDR7

Page 32: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

What’s important?

Page 33: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

UX process@JHDR7

Page 34: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7@JHDR7

Page 35: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

ScopeWhat will and will not be

built

Photo credit: Evan Kirby on Unsplash

https://unsplash.com/photos/TFATaOllUC8?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText
Page 36: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

ScopeDelivering the smallest piece

of ‘value’

Photo credit: Ocado Technology

Page 37: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

“Focusing is about saying no.”

Steve Jobs

Page 38: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

Have a holistic view

Know what’s going on around the business

Photo credit: AirPano

https://www.demilked.com/magazine/wp-content/uploads/2015/08/aerial-photography-birds-eye-view-panorama-airpano-26.jpg
Page 39: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

Know how your work fits into the whole

@JHDR7

Page 40: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

Prioritisation

Page 41: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

● MoSCoW method

● Lean prioritisation

● Cost of delay

● Story mapping

● Kano model

● Value vs Cost

Prioritisation and tradeoffs

Photo credit: Red Badger

https://blog.red-badger.com/hs-fs/hubfs/Prioritise-1.png?width=1840&name=Prioritise-1.png
Page 42: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

Put a value on the work you produce

@JHDR7

Page 43: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

FeedbackUsing feedback to improve

the next iteration

Photo credit: Jack Rich

Page 44: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

Tell the story of empathy

&perspective

@JHDR7

Page 45: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

Releasing a featureBeing sure

Photo credit: Giphy

https://media.giphy.com/media/vVLRlV2Ee3m7K/giphy.gif
Page 46: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

What is important when releasing?1. Does it solve the initial problem?

2. Does it behave as expected? - across different browsers and devices?

3. Does it meet the original acceptance criteria?

4. Has it been tested?

5. Is the data being captured correctly?

6. Does it require any communication to retailers?

Page 47: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

UI padding issueScope creep or maintaining

quality?

Photo credit: Ocado Technology

Page 48: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

Agree on a clear acceptance criteria

@JHDR7

Page 49: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

Take small steps together to reach the overall goal

@JHDR7

Page 50: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

Putting Product and UX together

Page 51: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

1. Know how your work fits into the whole

2. Put a value on the work you produce

3. Tell the story of empathy and perspective

4. Agree on a clear acceptance criteria

Page 52: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

User Experience

Product Management

@JHDR7

Page 53: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7@JHDR7

User Experience

Product Management

@JHDR7

Business

Page 54: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

Ocado Technology Pi & Mash podcast

Episode 2: Just say no!

Melissa PerriSpeaker: Product manager and UX

melissaperri.com

Page 55: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

/ OcadoTechnology/ OcadoTechnology

Opportunities at Ocado Technology

Find out about the culture we foster, the technologies we create, and how your career can flourish at ocadotechnology.com

We are hiring!https://careers.oca.do

@OcadoTechnology

https://careers.oca.do
Page 56: The Gap between Product and UX · 2019. 3. 29. · UX without product management Create a product that works for users but isn’t a viable business. Create a functional product that

@JHDR7

Thank you-

Jack Rich

Product Manager, Ocado Technology


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