Contenu connexe Similaire à What Does a Product Manager Do (And Not Do)? - Working Products Conference 2019 (20) What Does a Product Manager Do (And Not Do)? - Working Products Conference 20191. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
WHAT DOES A PRODUCT
MANAGER DO
(AND NOT DO)?
WORKING PRODUCTS CONFERENCE, HAMBURG 2019
@JOCKBU
JOCK BUSUTTIL
PRODUCT PEOPLE LIMITED
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ABOUT JOCK
@JOCKBU
Freelance head of product
Writer, speaker, mentor and trainer
Author of The Practitioner’s Guide To Product
Management
amzn.to/2tnHacR
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To have a great
mortgage rate?
To have affordable
monthly capital
repayments?
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OR:
To allow people to
save money on rent?
To live closer to work?
To have space to start
a family?
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A PRODUCT...
... SOLVES
USER PROBLEMS
... ADDRESSES
USER NEEDS
@JOCKBU
... HELPS THE USER TO
ACHIEVE A GOAL
... IS THE MEANS
NOT THE END
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DIGITAL
PHYSICAL
PERSONAL
SERVICE
WHAT YOU BUILD
COMPLEMENTARY,
NEEDED ELEMENTS
WHOLE PRODUCT
CORE
PRODUCT
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amzn.to/2lol98D amzn.to/2tnHacR amzn.to/2CsRwdK
13. The job of the product
manager is to identify the
minimal possible product
that meets the objectives –
valuable, usable and
feasible – while
minimising time to market
and user complexity.
MARTY CAGAN
AUTHOR OF INSPIRED
Photo: Mind The Product
14. I’ve always defined product
management as the
intersection between
business, technology and
user experience.
MARTIN ERIKSSON
CO-FOUNDER, MIND THE PRODUCT Photo: Mind The Product
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UX
TECH
BUSINESS
Source: Martin Eriksson / Mind The Product
YOU ARE
HERE
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Source: Martin Eriksson / Mind The Product
UX
TECH
BUSINESS
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UX
TECH
BUSINESS
Source: The Practitioner’s Guide To Product Management
LATIN
ANCIENT GREEK
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DIVERSE TECHNICAL SKILLS
@JOCKBU
Credit: I Manage Products – How to
measure product manager performance
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DIVERSE ‘SOFT’ SKILLS
@JOCKBU
Credit: I Manage Products – How to
measure product manager performance
EMPATHY
COMMUNICATION
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T-SHAPED (OR π-SHAPED) PERSON
@JOCKBU
“My background is in
this area, but I’m
familiar with all
these other things”
GENERALIST
SPECIALIST
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COLLABORATING WITH A TEAM OF SPECIALISTS
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WHAT DOES A PRODUCT
MANAGER NOT DO?
@JOCKBU
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Not ‘just’ a product
owner
(Scrum role)
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Not the ‘tweak the
website’ person
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Not a replacement for
absent specialists
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WHY DO WE NEED PRODUCT
MANAGEMENT?
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PRODUCTS THAT ANNOYED YOU
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Source: GrumpyCats.com
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PRODUCTS THAT DELIGHTED YOU
@JOCKBU
Source: Warner Brothers Studios
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Attention to detail
Solving your
problems before you
even know you had
them
Truly understanding
your needs
Treating you like a
human
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USERS ALWAYS HAVE A CHOICE
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Source: Warner Bros. Studios
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WHAT MAKES A
GOOD PRODUCT MANAGER?
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Guesses &
assumptions
Solution before
problem
Will lead to
failure (usually)
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Data / user research
shows that:
Users don’t like typing passwords
on their mobile phone
So if we try:
Sending an email with a one-time
login button
And measure:
Time to log in on mobile
User stress levels while logging in
We should see this
change:
>75% reduction in login time
Significant drop in stress levels
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Team and
stakeholder needs
are not always
aligned with user
needs
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A PRODUCT MANAGER ALIGNS THE TEAM
@JOCKBU
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NO VISION EVERYONE ALIGNED TO A
SHARED PRODUCT VISION
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DIVIDED THINKING
@JOCKBU
SHORT TERM LONG TERM
FINE DETAIL BIG PICTURE
CREATIVE ANALYTICAL
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Product management can
also be challenging
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Photo: Michelle Bates CC BY-SA 4.0
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ETHICAL PRODUCT MANAGEMENT
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Photo credit: Google
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Consider how your
product could be
misused or abused
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Just because you can
create a product
doesn’t mean you
should
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A product manager is at the
centre of UX, the organisation
and technology
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A product manager is a
generalist who collaborates with
specialists
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A good product manager
considers the ethics of their
product
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