Product Discovery General Assembly Jan 10 2012

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Product Discovery General Assembly Jan 10 2012

  1. 1. PRODUCTDISCOVERY Kevin Wang January 2012
  2. 2. WHOAM I?
  3. 3. WHOAM I?(I don’t meanexistentially…)
  4. 4. Kevin WangVP, Product Marketing atSecondMarketEarly employee, helpeddefine PM and PMM functionsTweet me:@sevin514Email me:kwang@secondmarket.comEtc:about.me/sevin
  5. 5. Product Discovery isa customer-centricapproach to figuringout what to build
  6. 6. 1 WHY?2 WHAT?3 HOW?
  7. 7. 1WHYDODISCOVERY?
  8. 8. Will help youanswer the mostIMPORTANTproduct question…
  9. 9. Are you building somethingthat people need?
  10. 10. Are you building somethingthat people can use?
  11. 11. Are you building somethingthat people will use?
  12. 12. Are you building somethingthat people will pay for?
  13. 13. Are you building somethingthat people will love?
  14. 14. Are you building somethingthat people will love
  15. 15. love
  16. 16. This is what it lookslike when you are
  17. 17. What is theBIGGESTmistake youcan makewhen building product?
  18. 18. Ugly designPoor response timeNot integrating socialNot monetizing early
  19. 19. Ugly designPoor response timeNot integrating socialNot monetizing early
  20. 20. Ugly designPoor response timeNot integrating socialNot monetizing early
  21. 21. Ugly designPoor response timeNot integrating socialNot monetizing early
  22. 22. Ugly designPoor response timeNot integrating socialNot monetizing early
  23. 23. Those things are all VERYimportant
  24. 24. Those things are all VERYimportant and may lead tofailure
  25. 25. BUT there’s one thing thattrumps them all
  26. 26. BUT there’s one thing thattrumps them all
  27. 27. BUT there’s one thing thattrumps them all YOU’RE FIRED!!
  28. 28. Not talking toCUSTOMERS!!
  29. 29. BTW,talking to customers≠asking what theywant
  30. 30. Find theirpainpoints
  31. 31. Customer interactionis at theof Product Discovery
  32. 32. We were suffering from…
  33. 33. “Just-in-time” delivery ofrequirements, coding, then rushingfeatures out the door…
  34. 34. Which led to featurechasing…
  35. 35. with no evidence that features helpthe business…
  36. 36. Use aPRODUCTDISCOVERYprocess to get toMVP
  37. 37. MinimumViableProduct
  38. 38. Smallest possibleproduct that is
  39. 39. Smallest possibleproduct that isvaluable
  40. 40. Smallest possibleproduct that isvaluable, usable
  41. 41. Smallest possibleproduct that isvaluable, usableand feasible
  42. 42. ProductDiscovery = MVPas fast as possible
  43. 43. ProductDiscovery = MVPas fast aspossible, as cheapas possible
  44. 44. Build itand theywill come
  45. 45. Build itand theywill come
  46. 46. Think like aSCIENTIST!
  47. 47. Get supporting evidence that thesolution will move KPIs
  48. 48. Make changes/pivots based onlearnings
  49. 49. Make changes/pivots based onlearnings BOOM GOES THE DYNAMITE!!
  50. 50. Identify major usability issuesbefore launch
  51. 51. Won’t guarantee homeruns, but willprevent strikeouts!
  52. 52. FindProduct/Market Fit!!!
  53. 53. 2OURDISCOVERYPROCESS
  54. 54. Roadmap Discovery Backlog
  55. 55. • Repository for all ideas weRoadmap think will move the KPIs • These ideas get validated in Discovery • Prioritized by what we want to put through discovery first
  56. 56. • This is where the magic happens! Roadmap • Identify solution that is valuable, Discovery usable and feasible • As fast as possible • As small as possible• 80% of the time for (MVP) PM and UX• 20% for Lead Eng
  57. 57. • Items that have gone through Discovery and we want to move ahead with• “Fully baked” items Roadmap• A couple of iterations worth of stuff Discovery• Does not have stuff we’ll never get to• Bugs, small features still go Backlog here• All about execution!
  58. 58. Roadmap Discovery Backlog Push it live!
  59. 59. Roadmap Discovery Backlog Measure!
  60. 60. 3HOW WE DOPRODUCTDISCOVERY
  61. 61. Product Manager maintainsRoadmap in JIRA
  62. 62. Buildprototypesand test withusers
  63. 63. <sidenote>Recruit testers from existingcustomers, new users and“Customer DevelopmentProgram” </sidenote>
  64. 64. Measure
  65. 65. Qualitative &Quantitative
  66. 66. based onyour learnings
  67. 67. When we are confident wehave a bunch of people thatwill use/buy it…
  68. 68. write “fully baked” tickets andput into backlog…
  69. 69. Otherwise park it or kill it
  70. 70. Ask yourself:
  71. 71. Ask yourself:Who did you talk to?
  72. 72. Ask yourself:Who did you talk to?What have you learned?
  73. 73. Ask yourself:Who did you talk to?What have you learned?Are they responding?
  74. 74. Ask yourself:Who did you talk to?What have you learned?Are they responding?Potential pivots?
  75. 75. Ask yourself:Who did you talk to?What have you learned?Are they responding?Potential pivots?Can we get to MVP in 2weeks?
  76. 76. 4SUMMARY
  77. 77. Learn from otherpeople’sexperiences
  78. 78. Don’t build stuffblindly
  79. 79. Test your ideas andvalidateassumptions withusers
  80. 80. Talk to users, talk tousers, talk tousers…
  81. 81. Your job is to figureout what isvaluable, usableand feasible
  82. 82. THANKS!kwang@secondmarket.com@sevin514www.slideshare.net/sevin514We’re hiring!www.secondmarket.com/careers

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