Intro to product management workshop 2012

Intro toProductManagement

Saturday, 16 February 13

Outcomes

• Theory

Outcomes

• Theory

• What is Product Management?

Outcomes

• Theory

• The Product Management Process

Outcomes

• Theory

• Tips for incorporating Product Management in your company

Outcomes

• Theory

• Practical

Outcomes

• Theory

• Practical

• Usability testing

Simon�� Cast

@simoncast

What isProduct Management?

Customer

Customer Technology

Business

Product�� management

Customer Technology

Business

the role of a product manager is to discover a product that is valuable, usable and feasible

“”

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!

then Validate!

The answer forms the basis of the product

vision

Our job is to be stubborn on vision, but flexible on details.

“”

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

Define a product vision Figure out how to build it

Product Management Process

Growing

Prioritisation

Growing

Prioritisation

Delivery

Growing

Prioritisation

Analytics Delivery

Growing

PrioritisationExperiments

Analytics Delivery

Growing

PrioritisationExperiments

Analytics Delivery

Feedback

Growing

• Convert feedback, experimental results etc into discrete changes

Growing

• Convert feedback, experimental results etc into discrete changes

• Results in specs, user stories that can prioritised

Prioritisation

• What should be built when?

Prioritisation

• What should be built when?

• Inputs from experiments, business value and vision

Delivery

Analytics & Metrics

Measures the state of the product

What you don’t measure you can’t

improve

Segmentation

Funnels

Cohorts

Metrics

Quantitative

Comparative

Actionable

Metrics

Quantitative

Comparative

Actionable

rather than Qualitativemetrics over heuristics

A/B testingcompare against history

don’t measure it unlessyou’re going to action it

Metrics

• Conversion rate

• Percentage of returning visitors

• Daily visitors

Experimentation

• Apply scientific methods to product development

Experimentation

• Test assumptions about product

Experimentation

• Test assumptions about product

• Test different variants to see what effects KPIs

Question

How do we increase the conversation rate on the landing page?

Hypothesis

IF the call to action button is red THEN the number of people registering will increase

Hypothesis

Experiment

• Need a control (current) and 1 or more variants

Experiment

• Goal is the dependent variable of the hypothesis

Experiment

• Goal is the dependent variable of the hypothesis

• Types

TypesA/B

Split URL

TypesA/B

Split URL

Multivariate

Running Experiment

• Record the experiments & results

Running Experiment

• Segment the traffic

Running Experiment

• Traffic (random split to remove bias)

Running Experiment

• How long to run?

Running Experiment

• Who to test?

Running Experiment

• Who to test?

• Test well - don’t take short cuts

Running Experiment

• Who to test?

• Test well - don’t take short cuts

• Negative result

Caveat

Usability testing

• How do people actually use the product

Usability testing

• How do people actually use the product

• Highlights major usability issues that would otherwise remain hidden

Usability testing

• Ask users to answer a question, or

Usability testing

• Ask users to answer a question, or

• Ask users to complete an action

Insights

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.

“”

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

Practice

Intro to product management workshop 2012

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