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Being a Successful User-Centred Product Manager
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Being a Successful User-Centred Product Manager


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This workshop is about building an effective and nimble user centred product team building great products for a global audience. It’s about deciding what a Minimum Viable Product really is and [the …

This workshop is about building an effective and nimble user centred product team building great products for a global audience. It’s about deciding what a Minimum Viable Product really is and [the hard part:] what to do once you’ve got one. I’ll go behind the scenes at Optimal Workshop to discuss our design and development process, how we handle customer support and how the two are intertwined for the good of our customers.

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  • 1. User-Centred Product Manager Being a Successful
  • 2. Hi, I’m Andrew and I’m pleased to meet you. This is a conversation PLEASE ASK QUESTIONS
  • 3. My Context In-house design and development Design & development services Installed software with licensing and support Software as a service Andrew Mayfield @andrewfantastic
  • 4. frustrations! ! please write 2 or 3 things you’d like to discuss today on post-it notes ! 2 minutes
  • 5. What does a Product Manager do?
  • 6. What does a Product Manager do? ! ! Please discuss as a group. ! 5 minutes.
  • 7. Align and prioritise activities that influence
 product design, development and positioning
  • 8. Align and prioritise the wants and needs of 
 people who use the product, and 
 people who work in or on the business
  • 9. A Product Manager is responsible for making sure that a team ships a great product
  • 10. …assessing product opportunities, and defining the product to be built
  • 11. Product ecosystems Systems thinking Holistic thinking Complexity theory
  • 12. As Product Manager you own The Roadmap
  • 13. How a Roadmap Works
  • 14. Inputs to The Roadmap ! How do things get onto your roadmap? !
  • 15.
  • 16. agile? ! lean? ! kanban? ! waterfall? ! iterative?
  • 17. Stay nimble.
  • 18. MVP
  • 19. viable minimum product
  • 20. viable! feasible usable useful doable
  • 21. ok, next?
  • 22. COMMUNICATING The Roadmap As clear as you can for 3-12 months As fuzzy as you can after that for 3-5 years
  • 23. Roadmap from where? ! to where?
  • 24. Roadmap from … the PROBLEM ! to … your VISION
  • 25. problem Your product exists to solve a
  • 26. Quantifying the effectiveness of information architecture is hard work PROBLEM:
  • 27. vision Your product needs a
  • 28. stories
  • 29. Product Vision
  • 30. Product Vision For (target customer) Who (statement of the need or opportunity) The (product name) is a (product category) That (key benefit, compelling reason to buy) Unlike (primary competitive alternative) Our product (statement of primary differentiation) ! ! from the book: Crossing the Chasm by Geoffrey Moore
  • 31. For information architects (IAs) ! Who want to make websites and intranets easier to navigate for their users ! Treejack is a tree testing tool for IA testing and validation ! That provides quantitative user research to prove or disprove terminology and hierarchy choices by isolating the IA from any other visual concerns ! Unlike other methods and tools on the market ! Our product is inexpensive, easy to use and has great looking charts that management can read for themselves. Treejack TREE TESTING
  • 32. Help experience designers understand where and why people get lost on their website. Treejack TREE TESTING
  • 33. One Sentence
  • 34. How does a Product Manager differ from a Project Manager
  • 35. How does a Product Manager differ from a Senior UX Designer
  • 36. User-Centred Input Ideas for Ensuring
  • 37. empathy the ability to understand and share the feelings of another
  • 38. Building team empathy Can you think of a way you could do this in your workplace? ! Discuss.
  • 39. Dog food day
  • 40. Dog food day A day where you are the user. ! Invite a user, or a team of spend time with you and your product team. ! You work with the user(s), or for them, to achieve their goals using your products.
  • 41. User research What methods are used at your workplace?
  • 42. User research Mix of methods Mix of people
  • 43. Customer Support Have you, personally, ever worked in 
 customer support at your workplace?
  • 44. Aim to be rid of customer support Take action, don’t create more process Roster everyone onto support
  • 45. “BTW - I love your products. I enjoy using them so much that I sometimes get frustrated when I have to do other parts of my job. Mike
  • 46. Work in pairs
  • 47. PODS
  • 49. Who prioritises the work? ok, but
  • 50. Someone else? Development team Marketing team Customer support The Board
  • 51. it’s your job. You’re the product manager,
  • 52. He who screams the loudest Watch out for:
  • 53. Synthesise ! Analyse ! Decide
  • 54. Prioritising as a group ABC Important vs Urgent Impact vs Difficulty
  • 55. kano model Ideas for being
  • 56. kano model Delight, Performance or Basic needs
  • 57. kano model
  • 58. Know what to do next, why, and who for.
  • 59. THANK YOU,! YOU’RE AWESOME Andrew Mayfield @andrewfantastic