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Building Products, 
not Apps
9in each 10 new 
products end up 
falling
"whys" new 
Xproducts fail
"whys" new 
products fail X Target Market
"whys" new 
products fail X Target Market Lack of demand
"whys" new 
products fail X Target Market Lack of demandDevelop mobile first
"whys" new 
products fail X Target Market Lack of demandDevelop mobile first…
Building Products, not Apps
Why talk about 
Products, to devs?
Building Products, not Apps
Building Products, not Apps
Startups changed 
the market
Devs, also decide
Your Product 
?
João Moura 
CTO at Palpiteros 
github.com/joaomdmoura 
twitter.com/joaomdmoura 
speakerdeck.com/joaomdmoura
Apps are about Features 
Products are about People
Milk shakes problem!
Building Products, not Apps
How’d devs solve it?
Building Products, not Apps
Building Products, not Apps
“People don’t want a 
quarter-inch drill, 
they want a quarter-inch 
hole.” 
Theodore Levitt
People buy products to 
get jobs done
jobs to be done
jobs to be done 
?
As a 
I want 
so that
As a 
I want 
so that 
#{type of user} 
#{some goal} 
#{some reason}
As a 
I want 
so that 
moderator 
create a room 
I invite friends
As a 
I want 
so that 
friend 
join a room 
post pics of cats
friend 
join a room 
post pics of cats 
User 
Action 
Result
(MVP) Minimum Viable Product
If Apple can launch a smartphone without Find or Cut-and- 
Paste, what can you cut out of your product requirements? 
Lance Glasser, former CTO KLA-Tencor
The first version of Gmail was literally written in a day 
Paul Bunchheit, Google / Friendfeed / Facebook
As a 
I want 
so that 
Cat owner 
cat food 
feed my cat
As a 
I want 
so that 
Lazy cat owner 
monthly food 
I don’t get out bed
Building Products, not Apps
Decision
WTH? 
Decision
WTH? Kind of cat? 
Decision
WTH? Kind of cat? 
Decision 
Plan
WTH? Kind of cat? 
Decision 
Plan 
Healthy
WTH? Kind of cat? 
Decision 
Plan 
Healthy 
Delivery
WTH? Kind of cat? 
Decision 
Plan 
Healthy 
Delivery 
Account
WTH? Kind of cat? 
Decision 
Plan 
Healthy 
Delivery 
Account 
Email
WTH? Kind of cat? 
Decision 
Plan 
Healthy 
Delivery 
Account 
Email 
Cat Food!
?
Building Products, not Apps
Decision
WTH? 
Decision
WTH? Kind of cat? 
Decision
WTH? Kind of cat? 
Decision 
Plan
WTH? Kind of cat? 
Decision 
Plan 
Healthy
WTH? Kind of cat? 
Decision 
Plan 
Healthy 
Delivery
WTH? Kind of cat? 
Decision 
Plan 
Healthy 
Delivery 
Account
WTH? Kind of cat? 
Decision 
Plan 
Healthy 
Delivery 
Account 
Email
WTH? Kind of cat? 
Decision 
Plan 
Healthy 
Delivery 
Account 
Email 
Cat Food!
Decisão 
WTH? 
Plan 
Healthy 
Email 
Cat Food
WTH? 
Plan 
Healthy 
Email 
Monthly vegan cat food! 
$30 -> New York 
Why? 
BUY NOW!
Metrics are people
Innovation + Emotion
Emoção
Emoção 
dopamine 
= 
emotional connection
Building Products, not Apps
Building Products, not Apps
Building Products, not Apps
Review 
Elevator test
Review
Review
Review 
1. Products are about people
Review 
1. Products are about people 
2. Minimum Viable Product
Review 
1. Products are about people 
2. Minimum Viable Product 
3. Metrics FTW!
Review 
1. Products are about people 
2. Minimum Viable Product 
3. Metrics FTW! 
4. Innovation + Emotion
Building Products, not Apps
Improve the football 
experience!
He are hiring 
jmoura@palpiteros.com
RubySource 
http://www.sitepoint.com/author/jmoura/
gioco.pro
João Moura 
CTO at Palpiteros 
github.com/joaomdmoura 
twitter.com/joaomdmoura 
speakerdeck.com/joaomdmoura

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Building Products, not Apps