Intro to product management workshop 2012
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Intro toProductManagement
Saturday, 16 February 13
Outcomes
Saturday, 16 February 13
Outcomes
• Theory
Saturday, 16 February 13
Outcomes
• Theory
• What is Product Management?
Saturday, 16 February 13
Outcomes
• Theory
• What is Product Management?
• The Product Management Process
Saturday, 16 February 13
Outcomes
• Theory
• What is Product Management?
• The Product Management Process
• Tips for incorporating Product Management in your company
Saturday, 16 February 13
Outcomes
• Theory
• What is Product Management?
• The Product Management Process
• Tips for incorporating Product Management in your company
• Practical
Saturday, 16 February 13
Outcomes
• Theory
• What is Product Management?
• The Product Management Process
• Tips for incorporating Product Management in your company
• Practical
• Usability testing
Saturday, 16 February 13
Simon����������� ������������������ Cast
@simoncast
Saturday, 16 February 13
Saturday, 16 February 13
Saturday, 16 February 13
Saturday, 16 February 13
Saturday, 16 February 13
Saturday, 16 February 13
Saturday, 16 February 13
What isProduct Management?
Saturday, 16 February 13
Saturday, 16 February 13
Customer
Saturday, 16 February 13
Customer Technology
Saturday, 16 February 13
Customer Technology
Business
Saturday, 16 February 13
Product����������� ������������������ management
Customer Technology
Business
Saturday, 16 February 13
the role of a product manager is to discover a product that is valuable, usable and feasible
“”
Saturday, 16 February 13
the role of a product manager is to discover a product that is valuable, usable and feasible
“”
Marty Cagan, Inspired: How To Create Products Customers LoveSaturday, 16 February 13
It all starts with a Question!
Saturday, 16 February 13
It all starts with a Question!
then Validate!
Saturday, 16 February 13
The answer forms the basis of the product
vision
Saturday, 16 February 13
Our job is to be stubborn on vision, but flexible on details.
“”
Saturday, 16 February 13
Our job is to be stubborn on vision, but flexible on details.
“”
Marty Cagan, Inspired: How To Create Products Customers LoveSaturday, 16 February 13
Define a product vision
Saturday, 16 February 13
Define a product vision
Saturday, 16 February 13
x 12
=
Define a product vision Figure out how to build it
x 1
+
Saturday, 16 February 13
Product Management Process
Saturday, 16 February 13
Saturday, 16 February 13
Growing
Saturday, 16 February 13
Growing
Prioritisation
Saturday, 16 February 13
Growing
Prioritisation
Delivery
Saturday, 16 February 13
Growing
Prioritisation
Analytics Delivery
Saturday, 16 February 13
Growing
PrioritisationExperiments
Analytics Delivery
Saturday, 16 February 13
Growing
PrioritisationExperiments
Analytics Delivery
Feedback
Saturday, 16 February 13
Growing
Saturday, 16 February 13
Growing
• Convert feedback, experimental results etc into discrete changes
Saturday, 16 February 13
Growing
• Convert feedback, experimental results etc into discrete changes
• Results in specs, user stories that can prioritised
Saturday, 16 February 13
Prioritisation
Saturday, 16 February 13
Prioritisation
• What should be built when?
Saturday, 16 February 13
Prioritisation
• What should be built when?
• Inputs from experiments, business value and vision
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Delivery
Saturday, 16 February 13
Analytics & Metrics
Saturday, 16 February 13
Saturday, 16 February 13
Measures the state of the product
Saturday, 16 February 13
Saturday, 16 February 13
What you don’t measure you can’t
improve
Saturday, 16 February 13
Segmentation
Saturday, 16 February 13
Funnels
Saturday, 16 February 13
Cohorts
Saturday, 16 February 13
Metrics
Saturday, 16 February 13
Quantitative
Comparative
Actionable
Metrics
Saturday, 16 February 13
Quantitative
Comparative
Actionable
rather than Qualitativemetrics over heuristics
A/B testingcompare against history
don’t measure it unlessyou’re going to action it
Metrics
Saturday, 16 February 13
Metrics
Saturday, 16 February 13
Metrics
• Conversion rate
• Percentage of returning visitors
• Daily visitors
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Experimentation
Saturday, 16 February 13
Experimentation
• Apply scientific methods to product development
Saturday, 16 February 13
Experimentation
• Apply scientific methods to product development
• Test assumptions about product
Saturday, 16 February 13
Experimentation
• Apply scientific methods to product development
• Test assumptions about product
• Test different variants to see what effects KPIs
Saturday, 16 February 13
Cycle
Saturday, 16 February 13
Cycle
Saturday, 16 February 13
Saturday, 16 February 13
Question
How do we increase the conversation rate on the landing page?
Saturday, 16 February 13
Hypothesis
IF the call to action button is red THEN the number of people registering will increase
Saturday, 16 February 13
Hypothesis
IF the call to action button is red THEN the number of people registering will increase
Saturday, 16 February 13
Hypothesis
IF the call to action button is red THEN the number of people registering will increase
Saturday, 16 February 13
Experiment
Saturday, 16 February 13
Experiment
• Need a control (current) and 1 or more variants
Saturday, 16 February 13
Experiment
• Need a control (current) and 1 or more variants
• Goal is the dependent variable of the hypothesis
Saturday, 16 February 13
Experiment
• Need a control (current) and 1 or more variants
• Goal is the dependent variable of the hypothesis
• Types
Saturday, 16 February 13
Types
Saturday, 16 February 13
TypesA/B
Saturday, 16 February 13
TypesA/B
Split URL
Saturday, 16 February 13
TypesA/B
Split URL
Multivariate
Saturday, 16 February 13
Running Experiment
Saturday, 16 February 13
Running Experiment
• Record the experiments & results
Saturday, 16 February 13
Running Experiment
• Record the experiments & results
• Segment the traffic
Saturday, 16 February 13
Running Experiment
• Record the experiments & results
• Segment the traffic
• Traffic (random split to remove bias)
Saturday, 16 February 13
Running Experiment
• Record the experiments & results
• Segment the traffic
• Traffic (random split to remove bias)
• How long to run?
Saturday, 16 February 13
Running Experiment
• Record the experiments & results
• Segment the traffic
• Traffic (random split to remove bias)
• How long to run?
• Who to test?
Saturday, 16 February 13
Running Experiment
• Record the experiments & results
• Segment the traffic
• Traffic (random split to remove bias)
• How long to run?
• Who to test?
• Test well - don’t take short cuts
Saturday, 16 February 13
Running Experiment
• Record the experiments & results
• Segment the traffic
• Traffic (random split to remove bias)
• How long to run?
• Who to test?
• Test well - don’t take short cuts
• Negative result
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Caveat
Saturday, 16 February 13
Caveat
Saturday, 16 February 13
Usability testing
Saturday, 16 February 13
Usability testing
• How do people actually use the product
Saturday, 16 February 13
Usability testing
• How do people actually use the product
• Highlights major usability issues that would otherwise remain hidden
Saturday, 16 February 13
Usability testing
Saturday, 16 February 13
Usability testing
• Ask users to answer a question, or
Saturday, 16 February 13
Usability testing
• Ask users to answer a question, or
• Ask users to complete an action
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Tools
Saturday, 16 February 13
Insights
Saturday, 16 February 13
Fact : In the real world, most companies do too much development and spend too much money too early
“”
Fred Destin, Atlas VenturesSaturday, 16 February 13
Most start ups fail because they didn’t develop their market - not because they didn’t develop their product
“”
Steve Blank, Author of Four Steps to the EpiphanySaturday, 16 February 13
Products today – it’s not some product manager that has an epiphany. That’s not how it works. Product, design, engineering, [work] side by side.
“”
Saturday, 16 February 13
Products today – it’s not some product manager that has an epiphany. That’s not how it works. Product, design, engineering, [work] side by side.
“”
Marty Cagan, Silicon Valley Product GroupSaturday, 16 February 13
We own the process.The process doesn't own us. We call it Agile Jazz.
“”
Tom Loosemore, Gov.ukSaturday, 16 February 13
Don’t fail fast.
learn fast
“”
Tom Chi, Google XSaturday, 16 February 13
Keep learning
Saturday, 16 February 13
Saturday, 16 February 13
Saturday, 16 February 13
Practice
Saturday, 16 February 13