Product Management Lean Methods: Discovery and Delivery
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Product Management Techniques presented at UIUC
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Product Management Lean Methods: Discovery and Delivery
- 1. Product Management Lean Methods Aarthi Srinivasan VP Product, Primer.ai Ex-Amazon (Alexa / AWS), Target, JP Morgan Oct 30th, 2021 1
- 2. Background and Session Goals ´ 20+ years of Product Management ´ Product strategy and leadership for beta to mature products with diverse teams ´ Academic Background ´ MBA Finance, The Wharton School ´ MS Computer Science – Stony Brook University, NY ´ BE Computer Engineering – University of Madras, India 2
- 3. WHAT’s COMMON WITH THESE COMPANIES? 3
- 4. Focused on battery technology, and pivoted to Roadster luxury car Invent & Pivot 03 TESLA’s PIVOT – Batteries to Cars Notes from the co-founder Marc Tarpenning @mtarpenning Identify target market, understand needs, and learn from the past Work backwards 02 Eliminate oil dependency Think Big 01
- 5. OBJECTIVE & AGENDA ´ Product management role ´ PM Swiss army knife skills ´ Design thinking Lean Methods ´ Dual Track Scrum ´ Discovery ´ Delivery ´ Sample exercise 5 Goal: Understand the PM process, and Lean Product Management Methods
- 6. WHAT DOES A PM DO ? ´ A PM is a customer advocate, who is responsible for the product, or feature from cradle to the grave along with an agile team. ´ Parent of the product to make the product crawl, walk, and run with experimentation, and insights. ´ Can’t do it alone - influences the “team” to be in the flow - The Psychology of Optimal Experience (Mihaly Csíkszentmihályi).
- 7. PM EVOLUTION & SKILLS – You don’t do it alone 7 Customer Obsession 2 Team 1 Leadership 3 PM Market Understanding Think Big & Invent Dive deep & deliver Earn Trust & Communicate Insist on high standards Bias for Action Learn be curious Strategy Ownership Active listening Hire the best Waterfall Product Agile Methods Design thinking with Customer focus Lean startup, Opportunity Models, Experimentation PRDs User Stories VOC method Lean method
- 8. GO BROAD, GO NARROW, AND ITERATE Design thinking with customer empathy to define the problem Pivot or persevere based on data and customer feedback Product Manager Macro Trends & Market dynamics Company & Product Vision Customer persona & problem Discovery track Delivery track MVP with behavioral testing Pivot or Persevere Dual Track Scrum Design thinking L e a n P r o d u c t c y c l e
- 9. C u s t o m e r p e r s o n a I am <who with x characteristics>. I am trying to <complete a job with the outcome> but <the problem is> because <of root cause> which makes me feel <emotion>. SAY User THINK DO FEEL Observed Inferred Insights Needs EMPATHY MAP PROBLEM STATEMENT 1 2 DEFINING YOUR CUSTOMER PROBLEM WITH EMPATHY
- 10. LEAN PRODUCT CYCLE WITH DUAL TRACK DISCOVERY & DELIVERY 01 02 03 04 05 Generate a lot of ideas with follow me homes, customer focus groups, brainstorming, brainswarming, 2x2 techniques, and prioritize. Idea Intake Hypothesis testing with qualitative techniques, and low-fidelity prototypes. Lean Testing Obtain test results to determine pivot vs. persevere, and apply learnings to new ideas. Analysis Develop the MVP with A/B testing. Build & experiment High fidelity prototype testing with customers using various methods. MVP Usability Testing Lean Product cycle Discovery & MVP Delivery Discovery: Ideate, Test & Learn Delivery: MVP Launch & Learn DELIVERY DISC O VERY
- 11. PROBLEM ANALYSIS • Brainswarming – Start with the problem on top, assets at the bottom and connect these with solutions • Starbursting • SWOT analysis • Gap analysis LEAN PRODUCT – IDEA INTAKE BRAINSTORMING • Brainwriting group Idea generation – writing ideas in quick spurts and categorizing • Brain-netting is like brain writing in the digital model with software to share ideas • Thinking hats with different focus areas for the participants • Whys analysis: Invite customer (if possible), and use the 5 Whys techniques • Round Robin, Stepladder, Mind mapping, Rapid iteration techniques • Reverse Brainstorming – How can we cause this problem? • Role storming – What will the Gandhi, or a postman, do in this situation? FEEL Discovery track 3 4 Brainwriting Starbursting Brainswarming
- 12. LEAN PRODUCT – EARLY TESTING NARROW DOWN IDEAS • Target objective prioritization • 2x2 prioritization matrix • Kano model (Needs met vs. customer satisfaction) FEEL Discovery track 5 LEAN TESTING METHODS • Customer qualitative interviews, Surveys • Follow me homes, or customer visits • Customer posse feedback on low-fidelity prototypes • Javelin board testing for your solution hypothesis • Storyboarding • Lean product opportunity canvas • Dscout diary studies 6 Idea nailed it Mostly Maybe <Target Objective> Does idea meet target objective? Kano Model
- 13. TOOLS FOR LEAN TESTING 13 FEEL Discovery track JAVELIN BOARD LEAN PRODUCT PLAYBOOK
- 14. MVP USABILITY TESTING PARTNER WITH USER RESEARCH & DESIGN TEAMS • High-fidelity prototype testing for customer feedback • Behavioral science experimentations (BJ Fogg, Dan Ariely, Nir Eyal Hooked) • Usability lab sessions • Market study for observations e.g. competitive usability studies • NPS studies on products FEEL Discovery track 5 Behavioral economics testing concepts • Decision shortcuts e.g. reliance on defaults • Value assessments e.g. love of free • Emotional impacts e.g. risk aversion • Social impacts e.g. signaling
- 15. DISCOVERY DONE, DELIVERY NEXT 01 02 03 04 05 Generate a lot of ideas with follow me homes, customer focus groups, brainstorming, brainswarming, 2x2 techniques, and prioritize. Idea Intake Hypothesis testing with qualitative techniques, and low-fidelity prototypes. Lean Testing Obtain test results to determine pivot vs. persevere, and apply learnings to new ideas. Analysis Develop the MVP with A/B testing. Build & test MVP High fidelity prototype testing with customers using various methods. MVP Usability Testing Lean Product cycle Discovery & MVP Delivery Discovery: Ideate, Test & Learn Delivery: MVP Launch & Learn
- 16. DELIVERY TO BUILD AND TEST MVP (Minimum Viable / Valuable Product) Delivery track MVP with testing Pivot or Persevere Develop MVP & Measure Deploy MVP Analyze Pivot / Persevere Phase 1 - Execution Phase 2 - Discovery Ideation Brainstorm Design & Test Prototypes Phase 1 - Discovery Phase (N-1) - Execution Phase N - Discovery ……… DUAL TRACK SCRUM 2x2 Radical focus
- 17. SAMPLE PROJECT – My Personal Assistant 17 I am a <busy student> with exams, internship / job searches, networking, socializing, checking in at home, etc. I am trying to <keep up with school, job search, family and social media>, but am unable to respond to important messages because <I have so many social and digital media channels where I cannot weed out the noise> which makes me feel <frustrated>. 1 PROBLEM STATEMENT SAY • Busy • Struggling • Conflicting priorities User THINK • Need an assistant • Make it easy for me • Drop the ball when fires are burning Observed Inferred Insights Needs EMPATHY MAP 2 FEEL • Frustrated • Tensed • Fear of missing out (FOMO) deadlines • No time to connect with family DO • Stay up late • Play catch up always • Miss important messages • Fewer or no check ins with friends / family
- 18. SAMPLE PROJECT – My Personal Assistant BRAINSTORMING • Assistant who highlights the messages that need my attention • A bot which categorizes my messages as important • Message consolidator to see everything in one place • Calendar time management software 3 More Time Low need High need Less Time Expensive Human Assistant Assistant Bot 2x2 Message consolidator Time Management App
- 19. 19 • College Students • High schoolers • See problem statement • Stay up late • Play catch up always • Miss events and messages • Hire a human assistant • Assistant bot • Time Management software • AI to highlight critical messages and classify • ….. • ….
- 22. Stakeholders Other functions • Legal • Risk Mgmt. Extended Teams Business Marketing Analytics Creative producers User research Content VizD Scrum Lead AgileTeam SMEs Trifecta PM UX Data Science, Engg. Lead CORE TEAMS WITH EXTENDED STAKEHOLDERS 22 Program Mgmt