Ethnography Workshop Stakeholder Analysis Defining Product Attributes
Defining the right product
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DEFINING THE RIGHT PRODUCT
Ryan GlasgowSenior Product Manager
Weebly
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BackgroundCAREER PATH
Front-end engineer, designer, now product
WEEBLYMost recently the iPad launch
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THE FOREST
THE TREES
THE TREE
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THE FOREST
Product
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“It’s common for entrepreneurs to pitch their products
as a list of features, tech specs, or explain an abstract,
convoluted idea. What they should do instead is a story — something everyone can understand and relate to,
from investors and employees to friends and family.
Something that is memorable, easily passed around,
and well-received by even the least tech-savvy.”
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Stories
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InstagramWHAT
It’s a fast, beautiful, and fun way to share your photos with friends and family.
HOWSnap a picture, choose a filter to transform its look and
feel, then post to Instagram. Share to Facebook, Twitter, and Tumblr too – it’s as easy as pie. It’s photo
sharing, reinvented.
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Features need stories too
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SnapTuneWHAT
Enjoy a fast and fun way to share your songs with your friends.
HOWEnter a song, choose a clip, add a caption, then send it
to your friends. It’s the easiest way to share music.
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THE TREE
User stories
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User Stories- Things real people are going to need the software
to do for them- The building blocks of the product backlog
- Include who, what, and why- Combination of conversations and acceptance
criteria- Token for a conversation
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FormatAs a [type of user],
I want to [do something], So that I can [get something].
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Sign UpAs a potential SnapTune user,
I want to signup with Facebook,so I don’t have to enter my profile information.
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Requirements
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Delegate Goals, Not Tasks
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DesignTASKS
Design a responsive Facebook Connect button that includes:
- Active state- Down state
- Deactive state- Hover state
- An icon- A text label
As a potential SnapTune user,
I want to signup with Facebook,so I don’t have to enter my
profile information.
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EngineeringTASKS
- When user clicks button, link them to Facebook auth window
- Integrate Facebook Connect SDK- Import profile information and
friends list- Create new account in Database
As a potential SnapTune user,
I want to signup with Facebook,so I don’t have to enter my
profile information.
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QATASKS
- Test new Facebook account- Test existing Facebook account- Test new Facebook account with
email already in Database- Try Continuously clicking on
Facebook button- Test new Facebook account with
missing information
As a potential SnapTune user,
I want to signup with Facebook,so I don’t have to enter my
profile information.
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User stories are the baton in the relay race that is building a product
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AgileDefer commitments to the last responsible moment
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Overflowing BacklogHow do I prioritize the stories?
When should I user test?How do I define my MVP?
What use cases am I addressing?Is the project on schedule?
When can I launch?What stories are nice-to-haves?
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THE TREES
User Story Mapping
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Traditional ProcessSpec process has little to no collaboration
IDEA INPUTS SPEC REVIEW
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Product SpecIdentity a product that’s valuable, usable, and feasible
Valuable Usable
FeasibleFeasible
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“It’s rare if not impossible for a single person to possess the business, user interface design, and
engineering skills to find that valuable-usable-feasible sweet spot”
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Fundamental ShiftProduct managers ideate and define ideas
Product managers curate and refine the best ideas with team members who hold different perspectives
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Purpose- Curate different perspectives
- Organize and prioritize releases- Build shared understanding
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XXXX Downloads MAU DAU /
MAU
Enter App
Send a song
View songs shared
Learn about app Sign Up
Songs shared by month
KPIs
Activities
Use Cases
Steps
Details
Share a song when I
hear it
Looking for new music
to listen to
Log In
View screensho
ts
Watch video
Frame It
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1) Frame it
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Set the Boundaries- Product manager creates framework for
brainstorming- Starts everyone involved with the same context
- An anchor for discussions and a reference point for debates
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GoalsWhat are we trying to accomplish?
Complement music streaming
services and stores
XXXX Downloads
Connect friends
through music
Become synonymous with music sharing
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Use CasesWhat outcomes are we building for?
Hear song on radio, club, bar and want to
share it
Looking for new music friends are listening to
Browse trending songs
Connect with individuals with
similar tastes in music
Hear a song through earbuds or headphones and want to
share it
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Music junkie
XXXX Downloa
ds
Taste maker
Passive listener
PersonasWho is our target user?
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KPIsHow do we measure success?
App downloads per month
XXXX Downloa
ds
MAU
Songs listened
per monthSongs
shared per month
DAU / MAU
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2) Construct a narrative
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Activities- Focus on breadth before depth of story- In the order you wish to tell the story
- ...and then...
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SnapTuneWHAT
It’s a fast and fun way to share your songs with your friends right from your phone.
HOWEnter a song, choose a clip, add a caption, then send it
to your friends. It’s the easiest way to share music.
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Enter the app
Send a song to friends
Listen to what’s been shared with
me
Listen to what’s been shared with
me
... and then ... ... and then ... ... and then ...
Activity
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3) Add the Steps
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Break down the story- The steps users have to take
- Epics to later be broken into user stories
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Enter artist, album, or
song
Select a song from
search results
View selected
song
Send a song
Activity
Steps
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4) Add the Details
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Full functionality- User stories
- Specific things users can do- Alternative things they can do
- When things go wrong
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Enter artist,
album, or song
Select a song from
search results
View selected
song
Send a song
Capture ambient audio
Enter search string with
keyboard
Option to clear string input
Activities
Steps
Details
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5) Prioritize
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What’s most important?- Narrow outcomes and use cases
- Prioritize details based on refined framing and goals
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Enter artist,
album, or song
Select a song from
search results
View selected
song
Send a song
Capture ambient audio
Enter search string with
keyboard
Option to clear string input
Activities
Steps
Details
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6) Slice Releases
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Slicing- Slice out tasks that help you reach a specific
outcome - Involve entire development team to create
ownership of milestones- Let team identify risks and opportunities
- 1 launch, 3 releases
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Opening game- See it work
- Minimum viable solution- Just enough to validate the feature
- Are we on the right track?
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Mid game- Make it better
- Integrate feedback from user testing- Round out features
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End game- Make it releasable
- Edge cases- What did we miss?
- Add the sizzle
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Future Ideas- What we shouldn’t launch with
- Version 2
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XXXX Downloads MAU DAU /
MAU
Enter App MAU DAU /
MAU
Learn about app Sign Up
Songs shared by month
KPIs
Activities
Use Cases
Steps
Details
Share a song when I
hear it
Looking for new music
to listen to
Log In
View screensho
ts
Watch video
Frame It
![Page 66: Defining the right product](https://reader034.fdocuments.us/reader034/viewer/2022042715/5591caca1a28ab09228b47c4/html5/thumbnails/66.jpg)
Backlog is now OrganizedPrioritized stories
Know when you should user testMVP is defined
Use cases are outlinedKnow if the project is on schedule
Can set a launch dateDifferentiated nice-to-haves from deal breakers
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Share It
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Release Map- Often in presentation format
- The “trees”- The KPIs, “activities”, and milestones with dates
- To be shared with management and the team - Updated and reviewed regularly- Useful for project management
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Product Spec- Often a word doc or spreadsheet
- Day to day details- A functional specification that includes the goals,
use cases, and user stories - To be used by design, engineering, and QA
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CRAFT YOUR PRODUCT’S STORY
USER STORY MAPPING
USER STORIES
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Try It!- User stories
- User story mapping- Creating shared understanding
- Slicing- Release mapping
- Curating ideas- Delegating goals not tasks
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Further Reading
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Thanks!@ryanglasgow
http://rglasgow.comhttp://medium.com/@ryanglasgow