5. What Product Managers “Typically” Do
#GetPMJob5
Understand
the customer
Develop
requirements
Prioritize
resources
Serve as
launch lead
Collect
feedback
6. Understanding the customer
#GetPMJob6
1. Name and alias
2. Problem quotes
3. Age, day in the
life, thoughts &
feelings
4. Goals
5. Behavioral
variables
1
2
3
4
5
Personas
Understand
the customer
Develop
requirements
Prioritize
resources
Primary POC
for launch
Collect
feedback
7. Developing requirements
#GetPMJob7
Understand
the customer
Develop
requirements
Prioritize
resources
Primary POC
for launch
Collect
feedback
As a <role>, I want <goal/desire> so that <benefit>.
Examples
As an administrator, I want to be able to
add/delete/change my boss’s schedule so that I
don’t have to use his password.
As a Facebook user, I want to see out-of-town
friends who send status messages in my hometown
first, so that I can send them a note.
User stories
10. Evaluating customer feedback
#GetPMJob10
Lift P-Value
# of users completing
signup
-13.21% 0.02
Profile completeness +1.65% 0.01
# of users the posted +2.11% 0.05
# posts +4.85% 0.01
# of invites sent +2.36% 0.02
1 day retention +2.12% 0.07
7 day retention +1.08% 0.20
30 day retention N/A N/A
Understand
the customer
Develop
requirements
Prioritize
resources
Primary POC
for launch
Collect
feedback
A/B test: Adding “upload photo” to social network sign-up flow
11. Day-in-the-life of a PM
#GetPMJob11
8:15a Go through emails
8:45a Read TC; check out Nest UI
9a Review mock-ups with designer
10a Lead daily stand-up meeting
10:30a Check email
11:30a Customer call with sales team
12p Lunch meeting with market research team
1p Last minute prep for product roadmap review
2p Product roadmap preso to executives
3p Send out meeting notes to team
3:30p Lead eng. call with Google to discuss API implementation
4:30p Review A/B test results
5:30p Work on product roadmap & tweak product backlog
13. Quick tips for the PM interview
#GetPMJob13
Standard
TMAY
Why company X?
Behavioral questions
Case questions
Product design
Pricing
New market entry
Analytical
Strategy
Technical
Notes de l'éditeur
Ways to understand the customer1:1 interviewsFocus groupsEthnographyResearch reportsSocial mediaMapping the customer journeyCEO as customerKey deliverablePersonasPersona descriptionPersonas is a stand-in for a larger user groupHelp us understand customer motivations, expectations, and goalsA detailed persona answers the following:Who is this person?What do they need or desire?How do they currently get the job done?How does it make them feel?
Different ways of capturing requirementsProduct requirement documentsSpreadsheetsIn the CEO’s headIn the team’s headDescriptionUser stories conveys what the end user wants to do in normal every day language.It does not describe how the solution works.Why do user stories work?ConciseCaptures the who, what, whyMore casualDoesn’t tell engineering what to do
Manage the collection of user stories (aka “the product backlog”)Clarify stories – What is it? Why do we need to do it? Who is it for? What needs to be done?Remove duplicatesPrioritize user stories – How important is this relative to others?User stories are accepted for a engineering sprint. Resources are now committed for the feature. How to priortize?CEO said soPM said soEngineering said soTeam said soThoughtful decision-making systemROI-based
NotesManage project executionFacilitate communicationRemove obstaclesPrimary exec contact – single throat to chokePrimary product contact – marketing and sales would contact the PM with any issues, feature requests, customer demosPrimary press contact – good person to discuss product with press
Lots of ways to get customer feedbackThrough salesThrough customer supportSocial mediaSurveysUser testingBut one of the most popular is A/B testing