Product management
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18-Sep-2014 -
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Design
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Transcript of Product management
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Product managers are from Mars,User Experience designers are from Venus: Learning how we can all get along
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Digital Products
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Digital Product Managers
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Identity Crisis
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Business
Design Technology
ProductManager
Huge task ahead
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Product Designers
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Build better products
h5p://www.flickr.com/photos/jurvetson/3275235423/sizes/l/
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Are we really designing products?
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We’re shifting to an experience economy where an experience is becoming the primary economic offering”
Joseph Pine
“
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Diff
eren
tiatio
n
Value
Commodity
Product
Service
Experience
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Service Industry
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More like movie making
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Domain Overlap
h5p://www.flickr.com/photos/toffehoff/244870161/sizes/z/
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2012, Eyes Wide Shut, or Toy Story?
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h5p://www.flickr.com/photos/miguel77/2352476288/
80% 8%Gulf of Execution
Companies Customers
The experience gap
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The gap between strategy and execution
h5p://www.flickr.com/photos/miguel77/2352476288/
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Good product managers
h5p://sethgodin.com/sg/books.asp
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Great teams build great products
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10,000 hours
h5p://www.flickr.com/photos/carbonnyc/64581364/sizes/o/
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Hiring UX
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How to get the best from your UX team
h5p://userexperienceproject.blogspot.com/2007/04/user‐experience‐wheel.html
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h5p://www.flickr.com/photos/dlkinney/357134468/sizes/o/
Focus on Strategy not Tactics
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Bring in your UX person at the product definition phase
h5p://www.flickr.com/photos/jakecapNve/49915119/sizes/l/
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Don’t just gather requirements
h5p://www.flickr.com/photos/geekcalendar/4683130187/
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Work with your UX team to set vision
h5p://www.flickr.com/photos/byrnsey/4160802433/sizes/l/
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You’re not the designer
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Product should not be subordinate to MarkeNng or IT
h5p://userexperienceproject.blogspot.com/2007/04/user‐experience‐wheel.html
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Need real power
h5p://www.flickr.com/photos/mypoorbrain/4047408251/
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Design from the outside in
Your Team
Your Users
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Quality
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Create a culture of quality
h5p://www.flickr.com/photos/jdhancock/3661816298/sizes/o/
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UX people are perfectionists
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Great products don’t just happen
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The myth of best practice
h5p://www.flickr.com/photos/myklrovenNne/557095352/sizes/l/
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Cargo Cult Thinking
h5p://www.flickr.com/photos/krikit/2880756271/sizes/l/
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Don’t copy Amazon
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Featuritis
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Use
r Hap
pine
ss
Number of features
It doesn’t even have the basics
This product does everything I want
I can’t do the one thing I bought it for
I need to check the manual
This is really tricky
Good, but I wish this did more
Wow, this is really easy to use
Min
imum
Via
ble
prod
uct
Swee
t spo
t
Feature curve
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As product managers you’re responsible for the UX of the product
h5p://www.flickr.com/photos/kaibara/3485925929/sizes/o/
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How much UX knowledge do you need?
h5p://www.flickr.com/photos/ausNnevan/1225274637/sizes/o/
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Alan CooperAuthor, About Face & The
Inmates Are Running the
Asylum
Kate RutterExperience Designer,
Adaptive Path
Lou RosenfeldAuthor, Information
Architecture for the World
Wide Web
Sunni BrownAuthor, Gamestorming:
A Playbook for Rule-
breakers, Innovators and
Changemakers
Kim GoodwinAuthor, Designing for the
Digital Age
Robert FabricantCreative Director, Frog
Design
Inspirational Learning for User Experience Designers
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Current trends in UX
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Guerrilla UX
Undercover UX
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Content strategy
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Analytics and A/B testing
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Psychology and persuasion
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The mobile experience
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Improved web technology
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Help us make great products