Art of Product Management
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Transcript of Art of Product Management
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Art of Product ManagementDinesh Vernekar@vernekard
Presented at 22nd July, 2016Times Internet University
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My Product Journey
Live chat app for SMBs 2012
Music streaming service - Search & apis 2014
Back at Gaana :) 2016
SmartApp - Recharge & recommendation app 2016
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Summary
1. How to define a product roadmap & select features
2. How to define an MVP for your product
3. When to say ‘NO’
4. Winning back churned users
5. How to be an effective product manager
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a product manager builds bridges
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Product managers drive the vision, strategy, design & execution of their product
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Set the Vision - why do we pursue something??
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The product matrix
Vision Design
Strategy Execution
To win one must do two of the above well
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Amazon - Superior execution, better long term strategy
Apple - Superior design
Facebook - Superior strategy
Other examples?
Box – Superior execution & focus on the enterprise market
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Define the problem
1. Define your problem - don’t jump to the solution
2. Define your constraints
3. Define your ideal user
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How to define an MVP
In the web world, we had a minimal viable product - you created a version, got feedback & iterated fast.
However in the world of apps, we have MINIMAL VIABLE EXPERIENCE
Launch is critical to success:
1. Cut down on features - remove anything not absolutely required
2. Test rigorously - ensure existing workflows are smooth
3. Plan your launch
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MVP for a money manager app
Let’s create an MVP for a money manager app like Walnut
Who are your users?
What are their needs?
Why can you solve the problem?
How is this approach better?
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Lessons Learnt:
Smartapp
Proof of concept & functional app
Create version 0 as fast as possible
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Current version
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How to be an effective product manager?
Create a compelling vision & then communicate it and enable people to fulfill the vision
In simpler words:
1. Be Disciplined: stick to your promises
2. Be clear on requirement
3. Win confidence of engineers & team members
4. Go the extra mile to help your team members
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Focus on your strengths
What are you good at?
A.Technically strong
B.UX & Design
C.Communication
D.Juggling stuff
E.Data & Analytics
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Creating a framework for decision making
1. Define success - what are your key metrics?
2. Implement tracking
3. Revisit success
4. Create a process to make product decisions
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Build relationships
My biggest learning in these 5 years has been about the importance of building relationships & working well as a team
Product Management is a team sport
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Planning & sprint management
Project management is a big part of your success. Become a pro at execution
Using JIRA?
1. Add user stories
a. User wants to recharge his phone - add details
2. Tag your jira properly - android, ios, analytics, reporting
3. Create boards for individual teams
4. Make it fun - sprints had name - edgy, gutsy, maverick,
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Backlog - 541 issues
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When to say NO
Let’s consider you are the product manager for the App - Walnut - it’s a money
Should we build?
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The wrong reasons to build something
1. Our competitor has it
2. The boss wants it
3. It’s a minor change
4. It will add some Jazz to the product
5. I haven’t pushed any change in the last 3 months
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Collecting Feedback
1. Quantitative feedback
User information in Analytics
Funnels – user drop-off
2. Qualitative feedback
Talk to your users
Conduct a UX study
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Focus on data
1. How to build your data skills - some tricks and tips for building stuff
2. How well do you understand Google Analytics?
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Long term vs short term thinking
1. What’s the immediate return from the change?
2. Is it aligned with our long term goal?
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Case study: Design a mentor app
Let’s solve an actual problem -
Children learn on a game-like student app at home. They then attend a neighbourhood center, twice a week for a 45 minute session with a mentor who oversees their progress, motivates them to stay up to speed on their work and gets them to practice via worksheets. That student app captures metrics such as:
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Product Context:Children learn on a game-like student app at home. They then attend a neighbourhood center, twice a week for a 45 minute session with a mentor who oversees their progress, motivates them to stay up to speed on their work and gets them to practice via worksheets. That student app captures metrics such as:
● Pre-test scores● Time spent watching learning video● Practice item accuracy (out of 15)● Post test scores
This data, for every child, needs to be reported to the mentor at the center where the child attends sessions. Each center has pre-determined 10-12 batches, with 10 children per batch. Based on the score the child gets on the student app, the mentor must get them to do an activity in the center (see diagram on the right)
The mentor must also market to & sign up new students, collect & manage fee, take student attendance for each session, update progress on worksheets, maintain records of expenses, new/existing registrations / leads besides being able to log technical / other queries with a central support desk. All these workflows / requirements must be encapsulated into the single window MENTOR APPUser:The mentor is a 40-50 year woman micro-entrepreneur from a small town like Kovilpatti. Owns a mid-range android device. Can send emails, use basic excel and is an extensive whatsapp user.
<40%Score
40-80%Score
>80%Score
Repeat the Shot
Watch video
Attempt Worksheet
Attempt Worksheet
Post test to activity map in the Session
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Who is the user?
40-50 year woman micro-entrepreneur from a small town like Kovilpatti. Owns a mid-range android device. Can send emails, use basic excel and is an extensive whatsapp user.
What are the limitations?
Low device storageSlow device with limited performanceLower resolution
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Homepage
What can we do better?
What are our users needs?
1. Share & singup new students - add a share button 2. Collect & manage fee - done once a semester - not frequent 3. Take attendance for each session - done every session, 8*12 = In a month 4. Update progress on worksheets5. Record expenses - often - once every day 6. File tickets with support center - once every few days 7. new / existing registrations -
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Complete workflow
Create a complete workflow with Invision: Initial flow created with Balsamiq
Open on your phone, share with developer, enjoy
https://invis.io/4A81DIKPT#/175720616_Registration_Menu
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Case study 2: Money Manager app
Strategic thinking & Vision
Let’s consider the following apps currently in the market -
1. Money View
2. Walnut
3. SmartSpends
4. Beewise
What features/vision would you set for an app like this?
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Go the extra mileSend a sample push notification
Integrate a tool in your spare time
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How to beta test your app
1. Closed Beta testing - Playstore
Using Google+ communities to do beta testing
Adding a list to beta test
2. Open Beta testing
Playstore let’s users opt-in to the
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Tools :
Problem Tool A Tool B
Attribution Apsalar/Appsflyer Google Analytics
Push Urban Airship Mo-engage
Analytics Google Analytics Amplitude, Mixpanel
Deferred Deep-linking Branch
Customer Support Helpshift
Coupon Engine Demeter(
Beta testing Google Play, Betafamily.com
Payment PayU RazorPay
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Prototyping tools
What tool do you use for Prototyping?
1. Balsamiq - great for simple prototype
2. Invision - perfect for the complete layout
3. Sketch - Similar to sketch
4. Pen and paper
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Getting inspiration from other products
What products inspire you?
My favorite products:
1. Whatsapp - simple & functional
2. Evernote - Another product that’s very very functional
3. Pokemon - ok this is driving me crazy right now.
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Winning back inactive/churned users
3 channels to connect with users:
1. Email
2. Paid re-engagement
3. Push
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Paid re-engagementAt Gaana, we want users to discover new songs & engage with content -
1. Push trending & latest songs via facebook re-engagement ads
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Questions?
The big hairy question
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Reading recommendations:
1. The Mythical Man month: Adding more engineers doesn’t lead to a faster p
2. The Innovator’s Dilemma: A must read if you want to understand how to look at the bigger picture
3. How to build habit forming products - Nir Eyal
4. High Output Management - Andy Grove - My favorite book on management
5. https://www.quora.com/What-are-the-must-read-blogs-for-product-managers
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Thanks for your time.
Special thanks to SmartApp & Gaana teams for helping me learn so much.
Thanks to Amita Nautiyal for this opportunity to talk to you.
Follow me on twitter at twitter.com/vernekard
I’m writing a book on product management, if interested enter your email
You can read more on my blog at https://medium.com/@vernekard
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References:
Thanks to Sachin Rekhi – art of product management for the product matrix.