Intro to product management workshop 2012

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Intro to product management workshop 2012

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