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KB Seminars: Working with Technology - Product Management; 10/13
 

KB Seminars: Working with Technology - Product Management; 10/13

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    KB Seminars: Working with Technology - Product Management; 10/13 KB Seminars: Working with Technology - Product Management; 10/13 Presentation Transcript

    • Product Management: Process, Roles & Responsibilities “Delivering the Goods” 9 – 10 October 2013 Moscow, Russia
    • 2 Goals Today’s discussion is designed to give an overview of product management and answer some key questions.  Where does product management fit in the overall business?  What role does marketing play in product management?  What role does metrics and analysis play in product management?  What guidelines or steps can you follow for product development?  How do you maintain and continue to develop a product?
    • 3 The Process What is “product management”? Product management translates between the needs of the user and the capabilities of technology. • Content Management Systems • Advertising Serving Systems • Social Media Systems • Other Systems TechnologyUsers Audience Advertisers Editors/Rep orters Ad Sales ExternalInternal ProductManagement
    • 4 The Process From a business standpoint, Product Management fits between the “vision” (Strategy/Marketing) and the “execution” (Technology). • Define the market: - Size; Needs - Revenue model - Competitors • Business Plan • Priorities for development Marketing • Product functionality • Metric models of success • User interface design • Page types Product Management • Code development • Operations planning • Database design • Systems architecture Technology • Company ambitions • Company goals • “What business are we in?” • Priority setting - What to do AND - What not to do Strategy TheRequirements Strategic Plan Business Plans Product Specifications Technical Specifications TheOutput
    • 5 Marketing Product Management starts with Marketing answering key questions to lay the business foundations for the product. 1. Define the User: Who is the audience? Who will the product serve? For example: - Young people - Housewives - People who drive motor scooters - Music lovers 2. What problem are you solving for them? - How will you create value for the customer? - How will they know it is a great product? - What will get the audience to use the product again?
    • 6 Marketing The next step is often to look for other products with the same goals. 3. What other companies are targeting your user? What can we learn from them? - Are they successful? Growing? - Why are they successful? What do they do well? - Where are they un-successful? Why? - What can we learn from them? Pricing? Packaging? Remember! - Very rarely are there completely new problems to solve or products to solve them - Most new products are really new solutions to old problems - Applying new insight about the customer - Applying new technology So, you can always learn from others in the market!
    • 7 Marketing The next step identifies a plan for how to use your company’s strengths to develop a better solution to the customer’s needs. 4. What are the unique strengths of my company? - Brand awareness? - Large pool of active traffic? - Strong advertiser support? - Technology platform? - Ability to offer existing products at a cheaper price 5. How do I apply these to the customer’s needs? - Unique marketing solution? Build traffic and trial cheaper or faster? - Unique benefits to offer from advertisers?
    • 8 Marketing Marketing produces a business plan to guide product management The key components of a Business Plan include: • Definition of who the user is? • Definition of the users’ key needs • A description of how to meet these needs - These often set-up the initial use cases that drive product development • Definition of revenue model and pricing • Guidelines for online distribution and source of traffic and trial • Description of success metrics for each use case - Example: Low percentage of abandoned searches, total reviews written, … The Business Plan then goes to Product Management for the detailed work of developing and maintaining the product.
    • 9 Product Management For each of the users, product management will develop “use cases” to build product specifications, the guidebook for technology. A use case will include: • Who the use case is for – the user • What actions they will take during a particular visit and on a particular page - Actions are prioritized based on what the product needs for success. • For each user, where will the user come from or how will they be “acquired” - Direct Login - Referral from other users (Social Networks, email, links in other sites, …) - Search Engines - Marketing (advertising, events, promotions, …) • For each user, what the ideal next action is after the use case is complete. For a media product, use cases usually involve at least three user groups. • Audience • Advertisers • Internal users - Editorial (CMS) - Sales and marketing - Technology
    • 10 Product Management Use case development is a detailed and ideally creative process defined by a combination of brainstorming and creative “copying”.
    • 11 Product Management For each use case a series of functions are defined to complete the action defined in the use case. Online Classified Site – Example  User: Regular Website User  General Use Case: Finding an auto for sale • Case 1 = On-site Search • Case 2 = Category Browsing • Case 3 = Social Recommendation  Use Case 1 = On-site Search • Search – what type of search experience - Category specific search - Key search categories (make/model, year, location, …) • Search Engine Results Page (SERP) - Listings order – closest to me, most relevant listing, most recommended? - Sortable against different criteria, - Listings details on SERP - • Success Metrics - Percentage of “null” returns
    • 12 Product Management These functions are then organized into systems.  Display = features that are externally facing displayed to the consumer and advertiser  Administration = features that are controlled internally by consumers  Metrics = features that provide information about product performance  Commerce = features that allow the user to purchase services or goods on the site  Security = features that preserve the online security of a user. Different types of website will define different systems of features depending on the business goals of the site. But there are generally two types of systems:  Front-end Systems = systems that face the end-user  Back-end Systems = systems that face internal users.
    • 13 Product Management For display or front-end systems – the ones the consumer sees – the features are organized into a series of page types. Structural Pages Content Pages/ Content Tools Search/ Search Return Pages • Pages that point to other pages • Pages that have limited functionality • Pages designed to maximize SEO For example: • Home Pages • Section fronts • About us pages • SEO pages • Pages that contain content • Pages that contain tools to use the content • Pages that access the content directly For example: • Content Pages • Video Player Pages • Photo Gallery Pages • Tools Pages - Comments - Email this - Print this • Pages that access the content archive • Search tool pages • Internal search engine return pages For example: • Archive Search Pages • Search engine return pages (SERP)
    • 14 Product Management With the page types determined, then pages are built out of generally four layers. • Google Analytics • A/B testing • Advertising metrics • Internal metrics • … Metrics User Interface Design  Navigation  Layout Guidance  On-site instructions  Marketing/Brandin g language  Etc…  Editorial Guidelines Labels - “Advertisement” - Opinion - etc… Page Build • Read Story • Comment on story • See advertising • View photos • etc… Functionality/Actions
    • 15 Product Management Almost any page will include all four aspects of the page. Functionality Navigation Guidance Metrics
    • 16 Product Management With use cases, systems and page types defined, product management will create “Product Specifications” to guide the work of technology. Product Specification Features  No two product specifications will be exactly alike – some will be 20 pages and some will be 200 pages.  The time invested in defining specifications should be proportional to the size of the business opportunity defined in the Business Plan.  Graphics are good – almost required. - Hand drawn graphics are good - References to similar sites are good. Be specific about what you like and what you do not.  Use Cases need to be as specific as possible.  Prioritize features and discuss different solutions with Technology.
    • 17 Product Management A typical Product Specification document has the following outline. Product Specification Outline 1. Purpose of the document 2. Description of the product’s goals 3. Version control – who edited the specification last 4. Display System Features – Front-end Functionality - Common features (navigation) - Site map = list of pages types; their relations to each other. - Visual Requirements including principal pages, navigation/design guidelines 5. Administration System Features – Back-end Functionality - Site management - SEO management - Content creation - Metrics 6. Use cases 7. Priorities
    • 18 Product Management Product specifications are then reviewed with the technology development team. Technology Review  Overall feasibility and system/software recommendations  Understanding of specification feature details  Prioritization of features  Impact of specifications on web hosting  Timelines After general agreement, technology will begin to build the product.
    • 19 Product Management When the product is “finished” but before it is launched, a period of testing begins.  Quality Assurance Testing – Technology – includes: • Server performance • Database performance • Test of all hyperlinks to identify and remedy “broken links” - Yandex Webmaster and Google Webmaster both provide broken link reports - Free link checking services also exist = http://validator.w3.org/checklink • Capacity testing for other key supporting platforms - Email - e-Commerce …  User Testing – Product • Series of internal and external groups are asked to test the product • User testing can be informal, but all asked to perform a series of pre-determined tests and report the findings • General navigation test to performed • Parties responsible for structural pages may be asked to test their own pages • Bug list is generated and prioritized to make improvements prior to launch
    • 20 Product Management For user testing, users are asked to perform a set of specific actions and then report issues often called “bugs”. Typical Bug Tracking Tool 1. Bug Title/Name 2. Description of the Problem 3. Steps to create (optional) 4. Screenshot (optional) 5. Nature of the Bug: - Design - Feature - Usability 6. Bug Status 7. Priority 8. Browser Used
    • 21 Product Management After a product is launched, product management must maintain the product to deliver on the business goals. Product Management must manage website changes at three levels.  Feature Development - Example: Adding e-commerce - Requires business and marketing plan - Requires new product specifications - Integration into existing product comprehensive  Site Optimization - Example: Creating new ad zones on the site - Business/marketing plans optional - Often impacts design and usability - Built using the analysis of metrics  Bug Fixes - Example: Correct size of font to be more readable.
    • 22 Product Management Product management must determine the relative priority for each website improvement.  Development Priorities are needed to: - Maximize the investment in technology (both internal and external) - Avoid unnecessary changes to the site  Priorities have to incorporate the following inputs: - Revenue created - Audience growth - Costs savings - Competitive response  After features have been prioritized, technology can allocate resources appropriately to deliver on the most important items first.
    • 23 Product Management In summary, product management has a variety of inter-related goals. 1. User – Focused, No Surprises! - Designed from 360º; all external and internal users considered - Operations evaluated and included in the product plan + Daily volume + Timing patterns (peaks, day-parts) 2. Efficient Operations - Site performs as expected for key user behaviors - Metrics plan helps to continually improve the site 3. Ongoing Maintenance and Optimization - Product continually improves, audience satisfaction continually improves - Audience returns and becomes focal point for word of mouth marketing.