Prioritizing Product Ideas


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Lessons in early-stage Product Management.

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  • I want to help companies develop better products. Build products that delight your customers, beat your competition, and win in the marketplace.I lived through the dotcom bust. I saw the rush and the companies building products that were Not well thought out, poorly marketed and as a result failed to take off. We need to avoid the same in MENA.
  • If you follow this rule, you can’t go wrong. It makes the routine simple, the things you do all the time. If there are complex things, you don’t want to completely get rid of them but you don’t want to clutter the interface. Every once in a while you may need to do this thing, but it doesn’t have to be as obvious as the others. Lesson: Visual Priority. And it can require a little clicking around, but make sure the things that you do frequently are obvious.
  • Prioritizing Product Ideas

    1. 1. WIN,LOSEORFailLessons in Early Stage Product ManagementPrioritizing Product Ideas
    2. 2. Recipe for a Winning Product• Meets customers’ needs• Is better than other alternatives• Is easy to use• Has a good value/price
    3. 3. What does a Product Manager do?Product Managers help companies build better productsby bringing the following expertise to the early-stageproduct development process:– Knowledge of how to ship higher quality products so thatcustomers are happy– How to determine what features to put in those products, so thatyou dont under-engineer or over-engineer a product– How to spend the right amount of money on a marketing planthat ensures the highest amount of profitability– How to plan and operationally support a product pre- and post-launch
    4. 4. Problem vs. Solution SpaceProblem – customerproblem, need or benefit thatthe product should address;or a product requirement (ex.ability to write in space)Solution – A specificimplementation to address aneed or product requirement(ex. NASA space pen $1Mverses Russian space pencil)
    5. 5. “Make it easy toshare a link with myfriends.”“Allow me to re-usemy Facebookcontacts.”FacebookImporterDesign 1 Design 2 Design 3Design Preview withcheckboxesUser can editbefore import#1 No No#2 Yes No#3 Yes YesProblem Space Solution SpaceUser Benefit FeatureVS
    6. 6. User benefits• Functional Benefits– allow user to do something they couldn’t do before– deliver a benefit more quickly, conveniently, orcheaply (ex. browse the web for less money; findinginformation quicker; read news on my own time)• Emotional Benefits– Control– Feeling informed (context)– Enjoyment– Self-expression
    7. 7. Prioritizing Benefits vs. Features• Need a framework for prioritization– What user benefits should we address?– Which product features should we build or improve?• Importance vs. Satisfaction– Importance of user need (problem space)– Satisfaction with how well a product meets user’sneeds (solution space)
    8. 8. low------++++++highhighhighhighhighhighPrioritizing User BenefitsUserBenefitImportanceto UserCurrent UserSatisfactionUpsidePotentialBenefit 1lowBenefit 2lowBenefit 3lowBenefit 4lowBenefit 5lowBenefit 6HighHighLowMediumLowLowWow!Opportunity?Wow!Opportunity?Doesn’tMatter
    9. 9. Prioritizing Product IdeasIdea DIdea FIdea CIdea BIdea A?Return(ValueCreated)12341 2 3 4Investment (developer weeks)Idea CIdea BIdea AReturn(ValueCreated)12581 2 3 4Investment (developer weeks)34675 6 7 8
    10. 10. Simple things should besimple, complex things should bepossible.- Alan Kay“”
    11. 11. Usability: Hard to Use ProductNumberofClicks/Complexity12583467Frequency of UseUse often Use rarelyThreshold for easily finding a featureMakes frequent use offeatures harder to learn andpainful to useCauses accidental use oflower frequency featuresUsability scorecard: Hard to use product
    12. 12. Usability: Easy to Use ProductNumberofClicks/Complexity12583467Frequency of UseUse often Use rarelyThreshold for easily finding a featureA more even spread allowsfor adaptive learningUsability scorecard: Easy to use product