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Mastering the
Problem Space for
Product-Market Fit
Dan Olsen
“With great responsibility
comes NO power”
Product Manager’s motto:
Spiderman’s motto:
“With great power comes
great respo...
Product-Market Fit
That’s Why I Wrote
© 2018 @danolsen
The Product-Market Fit Pyramid
© 2018 @danolsen
The Product-Market Fit Pyramid
© 2018 @danolsen
The Product-Market Fit Pyramid
© 2018 @danolsen
The Product-Market Fit Pyramid
© 2018 @danolsen
The Product-Market Fit Pyramid
© 2018 @danolsen
The Product-Market Fit Pyramid
© 2018 @danolsen
The Product-Market Fit Pyramid
© 2018 @danolsen
The Product-Market Fit Pyramid
© 2018 @danolsen
The Lean Product Process
© 2018 @danolsen
Many Teams Focus on the Top
Many	product	
teams	focus	here	
© 2018 @danolsen
The Focus of My Talk Today
What	I’m	
covering	
today	
© 2018 @danolsen
Top 2 Layers Are Solution Space
© 2018 @danolsen
© 2018 @danolsen
Bottom Layers Are Problem Space
People don’t want
a quarter-inch drill
They want a
quarter-inch hole
© 2018 @danolsen
Problem Space vs. Solution Space
Problem Space
n  A customer problem,
need or benefit that
the product should
address
n  A ...
WE LIVE IN
SOLUTION SPACE
Problem Space vs. Solution Space
Ability to write in space
(zero gravity)
Solution Space
Space pen: $1 M R&D cost
Russians...
Avoid
solution
pollution
by asking “Why?” © 2018 @danolsen
“I’m sorry Dave, I’m
afraid I can’t do that”
“Alexa, open the
pod bay doors.”
Typical Solution Pollution
© 2018 @danolsen
Problem Space
(user benefits)
Problem vs. Solution Space: Product Level
Solution Space
(product)
TurboTax
TaxCut
© 2018 @da...
Problem Space
(user benefits)
Problem vs. Solution Space: Product Level
Solution Space
(product)
TurboTax
TaxCut
Pen and
pa...
Start by Exploring Problem Space
Problem Space
(user benefits)
Solution Space
(product)
Prepare
my taxes
File my
taxes
Chec...
Copyright	©	2018	@danolsen
Problem Space
Create Your Problem Space Definition
Save me time
filing taxes
Save me time
preparing taxes
Maximize my
tax d...
Solution SpaceProblem Space
Clearly Map From Problems to Solutions
Save me time
filing taxes
Save me time
preparing taxes
M...
The Lean Product Process
© 2018 @danolsen
What is Your Value Proposition?
n  Which customer needs will your product
address?
n  How will your product be better than...
Kano
Model
© 2018 @danolsen
Kano
Model
Need fully metNeed not met
© 2018 @danolsen
Kano
Model
User Satisfaction
User Dissatisfaction
Need fully metNeed not met
© 2018 @danolsen
Kano
Model
User Satisfaction
User Dissatisfaction
Performance
Need fully metNeed not met
© 2018 @danolsen
Kano
Model
User Satisfaction
User Dissatisfaction
Performance
Must Have
Need fully metNeed not met
© 2018 @danolsen
Kano
Model
User Satisfaction
User Dissatisfaction
Performance
Delighter (wow)
Must Have
Need fully metNeed not met
© 2018 ...
Kano
Model
User Satisfaction
User Dissatisfaction
Performance
Delighter (wow)
Must Have
Need fully metNeed not met
Needs &...
The Value Proposition Grid
Must Have Benefit 1
Performance Benefit 1
Performance Benefit 2
Performance Benefit 3
Delighter Ben...
The Value Proposition Grid
Competitor A Competitor B You
Must Have Benefit 1
Performance Benefit 1
Performance Benefit 2
Perf...
The Value Proposition Grid
Competitor A Competitor B You
Must Have Benefit 1 Y Y
Performance Benefit 1 High Low
Performance ...
The Value Proposition Grid
Competitor A Competitor B You
Must Have Benefit 1 Y Y Y
Performance Benefit 1 High Low Med
Perfor...
The Value Proposition Grid
Competitor A Competitor B You
Must Have Benefit 1 Y Y Y
Performance Benefit 1 High Low Med
Perfor...
Creating a Winning Value Prop
n  You don’t compete on must haves
n  You need to be the best on at least one
performance be...
What were Instagram’s
Unique Differentiators?
© 2018 @danolsen
Problem Space
Instagram: Problem vs. Solution Space
Solution Space
Filters
© 2018 @danolsen
Make my
photos look
good
Problem Space
Instagram: Problem vs. Solution Space
Solution Space
Filters
Square
aspect ratio
© 2018 @danolsen
Make my
ph...
Problem Space
Instagram: Problem vs. Solution Space
Solution Space
Filters
Square
aspect ratio
© 2018 @danolsen
Make my
ph...
Photo upload
UX hack
Problem Space
Instagram: Problem vs. Solution Space
Solution Space
Filters
Square
aspect ratio
© 2018...
Instagram Value Proposition
Other Photo
Sharing Apps Instagram
Must Haves
Performance benefits
Delighters
© 2018 @danolsen
Instagram Value Proposition
Other Photo
Sharing Apps Instagram
Must Haves
Let me share my photos Y Y
Performance benefits
D...
Instagram Value Proposition
Other Photo
Sharing Apps Instagram
Must Haves
Let me share my photos Y Y
Performance benefits
P...
Instagram Value Proposition
Other Photo
Sharing Apps Instagram
Must Haves
Let me share my photos Y Y
Performance benefits
P...
© 2018 @danolsen
Must have
Performance Delighter
© 2018 @danolsen
User Benefits
•  Cabs don’t guarantee pickup, can take 45 mins
•  Cabs aren’t as safe or clean as limos
•  Car services re...
User Benefits
•  Cabs don’t guarantee pickup, can take 45 mins
•  Cabs aren’t as safe or clean as limos
•  Car services re...
Mastering the Problem Space
n  “With no power comes great responsibility”
n  Don’t jump to solutions. Start in problem spa...
Thanks!
Dan Olsen
@danolsen
dan-olsen.com
Mastering the Problem Space to Achieve Product-Market Fit by Dan Olsen at Mind The Product SF
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Mastering the Problem Space to Achieve Product-Market Fit by Dan Olsen at Mind The Product SF

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Dan Olsen gave this talk "Mastering the Problem Space to Achieve Product-Market Fit" at Mind the Product San Francisco on July 17, 2018. The talk includes advice from Dan's product management book The Lean Product Playbook.

Publié dans : Business

Mastering the Problem Space to Achieve Product-Market Fit by Dan Olsen at Mind The Product SF

  1. 1. Mastering the Problem Space for Product-Market Fit Dan Olsen
  2. 2. “With great responsibility comes NO power” Product Manager’s motto: Spiderman’s motto: “With great power comes great responsibility” © 2018 @danolsen
  3. 3. Product-Market Fit
  4. 4. That’s Why I Wrote © 2018 @danolsen
  5. 5. The Product-Market Fit Pyramid © 2018 @danolsen
  6. 6. The Product-Market Fit Pyramid © 2018 @danolsen
  7. 7. The Product-Market Fit Pyramid © 2018 @danolsen
  8. 8. The Product-Market Fit Pyramid © 2018 @danolsen
  9. 9. The Product-Market Fit Pyramid © 2018 @danolsen
  10. 10. The Product-Market Fit Pyramid © 2018 @danolsen
  11. 11. The Product-Market Fit Pyramid © 2018 @danolsen
  12. 12. The Product-Market Fit Pyramid © 2018 @danolsen
  13. 13. The Lean Product Process © 2018 @danolsen
  14. 14. Many Teams Focus on the Top Many product teams focus here © 2018 @danolsen
  15. 15. The Focus of My Talk Today What I’m covering today © 2018 @danolsen
  16. 16. Top 2 Layers Are Solution Space © 2018 @danolsen
  17. 17. © 2018 @danolsen Bottom Layers Are Problem Space
  18. 18. People don’t want a quarter-inch drill They want a quarter-inch hole © 2018 @danolsen
  19. 19. Problem Space vs. Solution Space Problem Space n  A customer problem, need or benefit that the product should address n  A well-written user story: “As a __ , I want to __ , so I can __.” Solution Space n  A specific implementation or design to address the customer need © 2018 @danolsen
  20. 20. WE LIVE IN SOLUTION SPACE
  21. 21. Problem Space vs. Solution Space Ability to write in space (zero gravity) Solution Space Space pen: $1 M R&D cost Russians: pencil Problem Space © 2018 @danolsen
  22. 22. Avoid solution pollution by asking “Why?” © 2018 @danolsen
  23. 23. “I’m sorry Dave, I’m afraid I can’t do that” “Alexa, open the pod bay doors.”
  24. 24. Typical Solution Pollution © 2018 @danolsen
  25. 25. Problem Space (user benefits) Problem vs. Solution Space: Product Level Solution Space (product) TurboTax TaxCut © 2018 @danolsen Prepare my taxes
  26. 26. Problem Space (user benefits) Problem vs. Solution Space: Product Level Solution Space (product) TurboTax TaxCut Pen and paper © 2018 @danolsen Prepare my taxes
  27. 27. Start by Exploring Problem Space Problem Space (user benefits) Solution Space (product) Prepare my taxes File my taxes Check my taxes Maximize my deductions Reduce my audit risk © 2018 @danolsen
  28. 28. Copyright © 2018 @danolsen
  29. 29. Problem Space Create Your Problem Space Definition Save me time filing taxes Save me time preparing taxes Maximize my tax deductions Check my return Reduce my audit risk Help me prepare my taxes Empowerment/ Confidence Save Time Save Money
  30. 30. Solution SpaceProblem Space Clearly Map From Problems to Solutions Save me time filing taxes Save me time preparing taxes Maximize my tax deductions Check my return Reduce my audit risk Help me prepare my taxes Empowerment/ Confidence Save Time Save Money Tax Interview Wizard Audit Risk Analyzer Tax Return Error Checker Tax Data Downloader Electronic Tax Return Filing Tax Deduction Finder
  31. 31. The Lean Product Process © 2018 @danolsen
  32. 32. What is Your Value Proposition? n  Which customer needs will your product address? n  How will your product be better than competitors?
  33. 33. Kano Model © 2018 @danolsen
  34. 34. Kano Model Need fully metNeed not met © 2018 @danolsen
  35. 35. Kano Model User Satisfaction User Dissatisfaction Need fully metNeed not met © 2018 @danolsen
  36. 36. Kano Model User Satisfaction User Dissatisfaction Performance Need fully metNeed not met © 2018 @danolsen
  37. 37. Kano Model User Satisfaction User Dissatisfaction Performance Must Have Need fully metNeed not met © 2018 @danolsen
  38. 38. Kano Model User Satisfaction User Dissatisfaction Performance Delighter (wow) Must Have Need fully metNeed not met © 2018 @danolsen
  39. 39. Kano Model User Satisfaction User Dissatisfaction Performance Delighter (wow) Must Have Need fully metNeed not met Needs & features migrate over time © 2018 @danolsen
  40. 40. The Value Proposition Grid Must Have Benefit 1 Performance Benefit 1 Performance Benefit 2 Performance Benefit 3 Delighter Benefit 1 Delighter Benefit 2 © 2018 @danolsen
  41. 41. The Value Proposition Grid Competitor A Competitor B You Must Have Benefit 1 Performance Benefit 1 Performance Benefit 2 Performance Benefit 3 Delighter Benefit 1 Delighter Benefit 2 © 2018 @danolsen
  42. 42. The Value Proposition Grid Competitor A Competitor B You Must Have Benefit 1 Y Y Performance Benefit 1 High Low Performance Benefit 2 Low High Performance Benefit 3 Med Med Delighter Benefit 1 Y - Delighter Benefit 2 - - © 2018 @danolsen
  43. 43. The Value Proposition Grid Competitor A Competitor B You Must Have Benefit 1 Y Y Y Performance Benefit 1 High Low Med Performance Benefit 2 Low High Low Performance Benefit 3 Med Med High Delighter Benefit 1 Y - - Delighter Benefit 2 - - Y © 2018 @danolsen
  44. 44. The Value Proposition Grid Competitor A Competitor B You Must Have Benefit 1 Y Y Y Performance Benefit 1 High Low Med Performance Benefit 2 Low High Low Performance Benefit 3 Med Med High Delighter Benefit 1 Y - - Delighter Benefit 2 - - Y © 2018 @danolsenUnique differentiators
  45. 45. Creating a Winning Value Prop n  You don’t compete on must haves n  You need to be the best on at least one performance benefit n  It’s ideal to also have a unique delighter n  An outperforming benefit plus a delighter is a VERY powerful combination
  46. 46. What were Instagram’s Unique Differentiators? © 2018 @danolsen
  47. 47. Problem Space Instagram: Problem vs. Solution Space Solution Space Filters © 2018 @danolsen Make my photos look good
  48. 48. Problem Space Instagram: Problem vs. Solution Space Solution Space Filters Square aspect ratio © 2018 @danolsen Make my photos look good
  49. 49. Problem Space Instagram: Problem vs. Solution Space Solution Space Filters Square aspect ratio © 2018 @danolsen Make my photos look good Post my photos quickly
  50. 50. Photo upload UX hack Problem Space Instagram: Problem vs. Solution Space Solution Space Filters Square aspect ratio © 2018 @danolsen Make my photos look good Post my photos quickly
  51. 51. Instagram Value Proposition Other Photo Sharing Apps Instagram Must Haves Performance benefits Delighters © 2018 @danolsen
  52. 52. Instagram Value Proposition Other Photo Sharing Apps Instagram Must Haves Let me share my photos Y Y Performance benefits Delighters © 2018 @danolsen
  53. 53. Instagram Value Proposition Other Photo Sharing Apps Instagram Must Haves Let me share my photos Y Y Performance benefits Post my photos quickly Low High Delighters © 2018 @danolsen
  54. 54. Instagram Value Proposition Other Photo Sharing Apps Instagram Must Haves Let me share my photos Y Y Performance benefits Post my photos quickly Low High Delighters Make my photos look good N Y © 2018 @danolsen
  55. 55. © 2018 @danolsen
  56. 56. Must have Performance Delighter © 2018 @danolsen
  57. 57. User Benefits •  Cabs don’t guarantee pickup, can take 45 mins •  Cabs aren’t as safe or clean as limos •  Car services require 1-3 hours notice •  Car service transfers average over $60 + tax •  UberCab would be faster & cheaper than a limo, but nicer & safer than a taxicab © 2018 @danolsen
  58. 58. User Benefits •  Cabs don’t guarantee pickup, can take 45 mins •  Cabs aren’t as safe or clean as limos •  Car services require 1-3 hours notice •  Car service transfers average over $60 + tax •  UberCab would be faster & cheaper than a limo, but nicer & safer than a taxicab Exercise: Use the info on this slide to create the value prop grid for Uber© 2018 @danolsen
  59. 59. Mastering the Problem Space n  “With no power comes great responsibility” n  Don’t jump to solutions. Start in problem space. n  Avoid “Solution Pollution” by asking “Why?” n  Define your problem space with benefit ladders n  Use value prop grid & Kano model to answer: How will my product be the best?
  60. 60. Thanks! Dan Olsen @danolsen dan-olsen.com

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