Here are the slides from our Product Management workshop held in Singapore with Prateek Soni from GrabTaxi.

1. Demystifying product
management

2. Agenda
• Background of product management
• Some models and frameworks
• Some PM techniques - UX/Analytics
• Activities - A/B testing set-up, campaign tracking
setup
• Specification tools - UML diagrams basics
• Conclusion

3. What is product
management?
Business IT
PM
Customer
(The “what” guy)

4. Product Management and
Project Management
OR
Product Management
Project Management

5. Product Management
definition
“The process of conceiving, planning,
developing, testing, launching, delivering,
withdrawing products in the market”

6. Past professions of Product
people -
an accidental profession!!
Marketer
Engineer
DevOps
BDM
Sales
Management consulting

7. Product Management matrix

8. Different scopes

9. Different roles

10. Product Management -
framework (by brainmates)

11. User research techniques
• Clickstream/GA, A/B testing
• Customer surveys
• Focus group, interviews
• eye-tracking etc.

12. User research - when to do
what
behavioural
Attitudinal
Qualitative Quantitative
A/B testing, GAEyetracking
Focus group,
interviews
Customer feedback Customer Reviews

13. User research - when to do
what
behavioural
Attitudinal
Qualitative Quantitative
What people do
What people say
how much?Why?

14. UX - friction reduction

15. UX - friction reduction

16. UX - friction reduction

17. UX - friction reduction
Paktor VS Tinder VS OKCupid

18. UX - friction reduction

19. UX - friction reduction

20. UX - friction reduction

21. UX - friction reduction

22. UX - friction reduction

23. Analytics techniques
• funnel analysis
• acquisition analysis
• segmentation
• regression
• Intent tracking - via marketing campaigns

24. A/B testing - a science !
1) Control VS treatment group
2) Causality over correlation
3) Optimization leads to local maximum

25. p-value - statistical
significance
• In statistical significance testing, the p-value is the
probability of obtaining a test statistic result at least
as extreme or as close to the one that was actually
observed, assuming that the null hypothesis is true.

26. p-value - statistical
significance

27. Set-up A/B test scenario
(optimizely)
• Create a shopify account - free trial
• Create an optimizely account - free trial

28. Specification - UML
diagrams - use case diagram

29. Specification - UML
diagrams - use case diagram
CASE : Hospital Reception subsystem or module
supports some of the many job duties of hospital
receptionist. Receptionist schedules patient's
appointments and admission to the hospital, collects
information from patient upon patient's arrival and/or
by phone. For the patient that will stay in the hospital
("inpatient") she or he should have a bed allotted in a
ward. Receptionists might also receive patient's
payments, record them in a database and provide
receipts, file insurance claims and medical reports.

30. Specification - UML
diagrams - use case diagram

31. Specification - UML
diagrams - activity diagram

32. Biggest weapon of a PM -
saying NO!

33. Biggest weapon of a PM -
saying NO!
“Ideas usually come from well-meaning
people/users around the company just trying to
do their jobs, but if you view your role as
the funnel for all these requests, then the
result to your product will almost certainly be
death by a thousand cuts” - SVPM

34. You know you are dating a
PM if…
When trying to convince you to go out with him, he mentions the success rate of his other dates.
He tells you what time to meet but shows up 20 minutes after that.
When the table wobbles at dinner, he gets the engineer at the next table to fix it, but still takes credit for it.
He refers to your dates as '1 on 1 time'.
He always asks if he can ask a question before he asks a question.
Instead of asking the waiter how the chicken is, he says, "What's your poultry story?"
He argues with you using bullet points in a PowerPoint presentation.

35. You know you are dating a
PM if…
He spends so long stack ranking different movie options that you miss the movie.
He likes his pillow talk in a 15-minute standup format.
He refers to your life dreams as a "list of asks".
When you want to try something new, he mentions a conversation he had with his CEO about innovation.
When you travel, your itinerary is called an action plan.
His idea of engaging with you has nothing to do with an actual engagement.

36. You know you are dating a
PM if…
He wants to review all the documentation from your previous relationships.
He uses other women's advances as leverage to get more laptop time.
He stalks your ex-boyfriends and calls it 'competitor research,' then proceeds to do the exact same things they did.
He says he values your opinion, but still completely ignores you.
He refers to you as Girlfriend 3.0.
You know he's in love when he looks at you the way he looks at his phone.
After you break up, he requests a relationship postmortem.

37. Thank you!