What is Product Management ?

OBJECTIVES
1. What is Product Management?
2. What does a Product Manager do?
INTRO TO PRODUCT MANAGEMENT

AGENDA
What is Product Management?
Product Lifecycle
Hands-on Exercise
Wrap-up & Questions

What is Product
Management?

Customer
Business
Technology
Product
Management

Roles & Responsibilities
Engineering UX & UI Design Product Marketing Product Management
How can we develop a
solution that is reliable
and scalable?
All aspects of the
user’s interaction with
the product
How are we positioning this
product? How are we
distributing it? What’s the
price point?
Who’s the customer? What
problems do they have? What’s
the right product to be built?

The role of the product
manager is to find the
right product that
needs to be built to serve
customer needsINTRO TO PRODUCT MANAGEMENT

Who else do you think product
managers work with?

Product Lifecycle

Define
requirements
Roadmap User research
and rapid
experimentation
Launch and
feedback
mechanisms
Based on
requirements and
designs
Build Solution Test SolutionDesign Solution
Beta Release
Prioritize ProblemDefine Problem
Ship & Measure
Success

Define
requirements
Roadmap User research
and rapid
experimentation
Launch and
feedback
mechanisms
Based on
requirements and
designs
Build Solution Test SolutionDesign Solution
Beta Release
Prioritize ProblemDefine Problem
Ship & Measure
Success
Our lesson & exercise will focus on
these two steps:

How can you source problems and
ideas for your product?

Sourcing problems

Dogfooding - use your own product

Observe users in the field

Analyze support tickets

Understand industry trends
● What other problems do your target customers have?
● What other products are they using?
● What’s something that will change about how the industry operates in the future?
Stay on top of latest trends Forums to connect with your target users

Define requirements

Product requirements
1. What’s the problem?
2. Who is experiencing this problem?
3. Why is this a problem?
4. What job is the user ‘hiring’ our product to do for them?
5. How is the user currently solving this problem?
6. What assumptions do we need to validate?
7. How do we know that we’ve solved the problem?

Jobs to be Done is a
collection of principles
that help us understand
customer motivation

Classic Jobs to be Done Example

Example - ViewedIt 1-click restart

Example - ViewedIt 1-click restart
4. What job is the user ‘hiring’ our product to do?
5. How is the user currently solving this problem?
7. How do we know that we’ve solved the
problem?
Restarting a recording takes a lot of time
Active users making a lot of videos
Most videos require multiple takes
Create successful videos faster
Stop recording, go back and start over
User behaviour for different types of videos
Takes less time to make a successful video,
users make more videos

Result - ViewedIt 2-click restart

Prioritize Problem

Prioritize Problem
Customer & Business Value
1. How likely is this to help us reach our quarterly company goals?
2. How many people are impacted by this problem? How much are they willing to
pay for this?
3. How many people have already asked for this? Are they our target users?
4. Is there a churn risk based on this feature?
5. Is there an upsell opportunity or is this expected product functionality?

Prioritize Problem
Engineering Effort
1. How big of an effort is this?
2. Do we have internal expertise to solve this problem?
3. Is our existing infrastructure able to support this?
4. Is this is a prerequisite to solving other problems for our customers?

HIGH VALUE, LOW EFFORT
LOW VALUE, LOW EFFORT
HIGH VALUE, HIGH EFFORT
LOW VALUE, HIGH EFFORT
Infrastructure projects, long-term investments,
complete change of the onboarding funnel
Break them down, validate
Change the way reporting is done based on a
couple of users’ feedback
Why bother?
Changing steps in the onboarding funnel that
lead to a higher conversion to paid users
Add to the next sprint
Minor bug that’s only impacting a small
percentage of users
Add to the backlog, spread between sprints
Example
Prioritize Problem
Example
Action
Action

Design solution

Research &
Planning
Sketching Prototyping Testing & Refining Launching

User Research
Role of the Product Manager
● Involve Product Designer in the initial research and requirements gathering
process
● Provide access to all relevant data that’s available - both product usage and
qualitative user feedback
● Come up with mechanisms to validate assumptions you’re making (doesn’t
have to be scalable right away)

Rapid experimentation

How can you validate assumptions
without writing code?

Example - x.ai virtual assistant

Build solution

Build solution
Role of the Product Manager
● Work with the engineering team to break down the solution into small units of
work
● Provide data for questions that come up throughout the development process
● Have regular touch points with the team to see how you can help
● Assess the need for scope changes (if applicable)

Test solution

Test Solution
● Work with the QA team to come up with test cases
● Determine when the product is ready for internal / external beta testing
● Create feedback mechanisms for the beta release
● Share feedback with the team
● Determine when the product is ready for external launch

Ship & measure success

Launch preparation
● Work with the Marketing team to come up with product positioning and
messaging
● Work with the Support team on product documentation for the customers (or
you might have to do this yourself)
● Make sure you are tracking key product metrics from day 1 (you can’t improve
what you don’t measure)

Hands-On Exercise

You’re a Product Manager at Uber

Uber for Kids?
How can Uber become the go-to method of transportation for kids going to & from
school?

Product Exercise: Uber for Kids
● You need to define requirements for this product and determine its priority
● Is this something Uber should build? Why? Why not?
● We will work together and ask questions to determine if this is a good idea
● Assume there are no constraints from the engineering perspective

Define Problem
4. What job is the user ‘hiring’ our product to do for them?
5. How are they currently solving this problem?
7. How do we know that we’ve solved the problem?

Prioritize Problem
1. How likely is this to help Uber reach their company / product / growth goals?
2. How many people are impacted by this problem?
3. How much are they willing to pay for this?

Would you go ahead with this
product idea? Why? Why not?

Thank you!

Questions?
(and please complete the surveys!)

What is Product Management ?

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à What is Product Management ?

Similaire à What is Product Management ? (20)

Dernier

Dernier (20)

What is Product Management ?