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Intro to product management workshop 2012

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Transcript

  • 1. Intro to Product ManagementSaturday, 16 February 13
  • 2. OutcomesSaturday, 16 February 13
  • 3. Outcomes • TheorySaturday, 16 February 13
  • 4. Outcomes • Theory • What is Product Management?Saturday, 16 February 13
  • 5. Outcomes • Theory • What is Product Management? • The Product Management ProcessSaturday, 16 February 13
  • 6. Outcomes • Theory • What is Product Management? • The Product Management Process • Tips for incorporating Product Management in your companySaturday, 16 February 13
  • 7. Outcomes • Theory • What is Product Management? • The Product Management Process • Tips for incorporating Product Management in your company • PracticalSaturday, 16 February 13
  • 8. Outcomes • Theory • What is Product Management? • The Product Management Process • Tips for incorporating Product Management in your company • Practical • Usability testingSaturday, 16 February 13
  • 9. Sim on
  • 10.   Cast @simo ncastSaturday, 16 February 13
  • 11. Saturday, 16 February 13
  • 12. Saturday, 16 February 13
  • 13. Saturday, 16 February 13
  • 14. Saturday, 16 February 13
  • 15. Saturday, 16 February 13
  • 16. Saturday, 16 February 13
  • 17. What is Product Management?Saturday, 16 February 13
  • 18. Saturday, 16 February 13
  • 19. CustomerSaturday, 16 February 13
  • 20. Customer TechnologySaturday, 16 February 13
  • 21. Customer Technology BusinessSaturday, 16 February 13
  • 22. Customer Technology Product
  • 23.    management BusinessSaturday, 16 February 13
  • 24. “ the role of a product manager is to discover a product that is valuable, usable and feasible ”Saturday, 16 February 13
  • 25. “ the role of a product manager is to discover a product that is valuable, usable and feasible ” Marty Cagan, Inspired: How To Create Products Customers LoveSaturday, 16 February 13
  • 26. It all starts with a Question!Saturday, 16 February 13
  • 27. It all starts with a Question! then Validate!Saturday, 16 February 13
  • 28. The answer forms the basis of the product visionSaturday, 16 February 13
  • 29. “ Our job is to be stubborn on vision, but flexible on details. ”Saturday, 16 February 13
  • 30. “ Our job is to be stubborn on vision, but flexible on details. ” Marty Cagan, Inspired: How To Create Products Customers LoveSaturday, 16 February 13
  • 31. Define a product visionSaturday, 16 February 13
  • 32. Define a product visionSaturday, 16 February 13
  • 33. Define a product vision Figure out how to build it x 12 = + x1Saturday, 16 February 13
  • 34. Product Management ProcessSaturday, 16 February 13
  • 35. Saturday, 16 February 13
  • 36. GrowingSaturday, 16 February 13
  • 37. Growing PrioritisationSaturday, 16 February 13
  • 38. Growing Prioritisation DeliverySaturday, 16 February 13
  • 39. Growing Prioritisation Analytics DeliverySaturday, 16 February 13
  • 40. Growing Experiments Prioritisation Analytics DeliverySaturday, 16 February 13
  • 41. Feedback Growing Experiments Prioritisation Analytics DeliverySaturday, 16 February 13
  • 42. GrowingSaturday, 16 February 13
  • 43. Growing • Convert feedback, experimental results etc into discrete changesSaturday, 16 February 13
  • 44. Growing • Convert feedback, experimental results etc into discrete changes • Results in specs, user stories that can prioritisedSaturday, 16 February 13
  • 45. PrioritisationSaturday, 16 February 13
  • 46. Prioritisation • What should be built when?Saturday, 16 February 13
  • 47. Prioritisation • What should be built when? • Inputs from experiments, business value and visionSaturday, 16 February 13
  • 48. ToolsSaturday, 16 February 13
  • 49. ToolsSaturday, 16 February 13
  • 50. ToolsSaturday, 16 February 13
  • 51. ToolsSaturday, 16 February 13
  • 52. DeliverySaturday, 16 February 13
  • 53. Analytics & MetricsSaturday, 16 February 13
  • 54. Saturday, 16 February 13
  • 55. Measures the state of the productSaturday, 16 February 13
  • 56. Saturday, 16 February 13
  • 57. What you don’t measure you can’t improveSaturday, 16 February 13
  • 58. SegmentationSaturday, 16 February 13
  • 59. FunnelsSaturday, 16 February 13
  • 60. CohortsSaturday, 16 February 13
  • 61. MetricsSaturday, 16 February 13
  • 62. Metrics Quantitative Comparative ActionableSaturday, 16 February 13
  • 63. Metrics Quantitative rather than Qualitative metrics over heuristics Comparative A/B testing compare against history Actionable don’t measure it unless you’re going to action itSaturday, 16 February 13
  • 64. MetricsSaturday, 16 February 13
  • 65. Metrics • Conversion rate • Percentage of returning visitors • Daily visitorsSaturday, 16 February 13
  • 66. ToolsSaturday, 16 February 13
  • 67. ToolsSaturday, 16 February 13
  • 68. ToolsSaturday, 16 February 13
  • 69. ToolsSaturday, 16 February 13
  • 70. ToolsSaturday, 16 February 13
  • 71. ExperimentationSaturday, 16 February 13
  • 72. Experimentation • Apply scientific methods to product developmentSaturday, 16 February 13
  • 73. Experimentation • Apply scientific methods to product development • Test assumptions about productSaturday, 16 February 13
  • 74. Experimentation • Apply scientific methods to product development • Test assumptions about product • Test different variants to see what effects KPIsSaturday, 16 February 13
  • 75. CycleSaturday, 16 February 13
  • 76. CycleSaturday, 16 February 13
  • 77. Saturday, 16 February 13
  • 78. Question How do we increase the conversation rate on the landing page?Saturday, 16 February 13
  • 79. Hypothesis IF the call to action button is red THEN the number of people registering will increaseSaturday, 16 February 13
  • 80. Hypothesis IF the call to action button is red THEN the number of people registering will increaseSaturday, 16 February 13
  • 81. Hypothesis IF the call to action button is red THEN the number of people registering will increaseSaturday, 16 February 13
  • 82. ExperimentSaturday, 16 February 13
  • 83. Experiment • Need a control (current) and 1 or more variantsSaturday, 16 February 13
  • 84. Experiment • Need a control (current) and 1 or more variants • Goal is the dependent variable of the hypothesisSaturday, 16 February 13
  • 85. Experiment • Need a control (current) and 1 or more variants • Goal is the dependent variable of the hypothesis • TypesSaturday, 16 February 13
  • 86. TypesSaturday, 16 February 13
  • 87. Types A/BSaturday, 16 February 13
  • 88. Types A/B Split URLSaturday, 16 February 13
  • 89. Types A/B Split URL MultivariateSaturday, 16 February 13
  • 90. Running ExperimentSaturday, 16 February 13
  • 91. Running Experiment • Record the experiments & resultsSaturday, 16 February 13
  • 92. Running Experiment • Record the experiments & results • Segment the trafficSaturday, 16 February 13
  • 93. Running Experiment • Record the experiments & results • Segment the traffic • Traffic (random split to remove bias)Saturday, 16 February 13
  • 94. Running Experiment • Record the experiments & results • Segment the traffic • Traffic (random split to remove bias) • How long to run?Saturday, 16 February 13
  • 95. Running Experiment • Record the experiments & results • Segment the traffic • Traffic (random split to remove bias) • How long to run? • Who to test?Saturday, 16 February 13
  • 96. Running Experiment • Record the experiments & results • Segment the traffic • Traffic (random split to remove bias) • How long to run? • Who to test? • Test well - don’t take short cutsSaturday, 16 February 13
  • 97. Running Experiment • Record the experiments & results • Segment the traffic • Traffic (random split to remove bias) • How long to run? • Who to test? • Test well - don’t take short cuts • Negative resultSaturday, 16 February 13
  • 98. ToolsSaturday, 16 February 13
  • 99. ToolsSaturday, 16 February 13
  • 100. ToolsSaturday, 16 February 13
  • 101. ToolsSaturday, 16 February 13
  • 102. CaveatSaturday, 16 February 13
  • 103. CaveatSaturday, 16 February 13
  • 104. Usability testingSaturday, 16 February 13
  • 105. Usability testing • How do people actually use the productSaturday, 16 February 13
  • 106. Usability testing • How do people actually use the product • Highlights major usability issues that would otherwise remain hiddenSaturday, 16 February 13
  • 107. Usability testingSaturday, 16 February 13
  • 108. Usability testing • Ask users to answer a question, orSaturday, 16 February 13
  • 109. Usability testing • Ask users to answer a question, or • Ask users to complete an actionSaturday, 16 February 13
  • 110. ToolsSaturday, 16 February 13
  • 111. ToolsSaturday, 16 February 13
  • 112. ToolsSaturday, 16 February 13
  • 113. ToolsSaturday, 16 February 13
  • 114. ToolsSaturday, 16 February 13
  • 115. InsightsSaturday, 16 February 13
  • 116. “ Fact : In the real world, most companies do too much development and spend too much money too early ” Fred Destin, Atlas VenturesSaturday, 16 February 13
  • 117. “ Most start ups fail because they didn’t develop their market - not because they ” didn’t develop their product Steve Blank, Author of Four Steps to the EpiphanySaturday, 16 February 13
  • 118. “ Products today – it’s not some product manager that has an epiphany. That’s not how it works. Product, design, engineering, [work] side by side. ”Saturday, 16 February 13
  • 119. “ Products today – it’s not some product manager that has an epiphany. That’s not how it works. Product, design, engineering, [work] side by side. ” Marty Cagan, Silicon Valley Product GroupSaturday, 16 February 13
  • 120. “ We own the process. The process doesnt own us. We call it Agile Jazz. ” Tom Loosemore, Gov.ukSaturday, 16 February 13
  • 121. “ Don’t fail fast. learn fast ” Tom Chi, Google XSaturday, 16 February 13
  • 122. Keep learningSaturday, 16 February 13
  • 123. Saturday, 16 February 13
  • 124. Saturday, 16 February 13
  • 125. PracticeSaturday, 16 February 13