Intro to                   Product                   ManagementSaturday, 16 February 13
OutcomesSaturday, 16 February 13
Outcomes                     • TheorySaturday, 16 February 13
Outcomes                     • Theory                      • What is Product Management?Saturday, 16 February 13
Outcomes                     • Theory                      • What is Product Management?                      • The Produc...
Outcomes                     • Theory                      • What is Product Management?                      • The Produc...
Outcomes                     • Theory                      • What is Product Management?                      • The Produc...
Outcomes                     • Theory                      • What is Product Management?                      • The Produc...
Sim on
 Cast                                     @simo ncastSaturday, 16 February 13
Saturday, 16 February 13
Saturday, 16 February 13
Saturday, 16 February 13
Saturday, 16 February 13
Saturday, 16 February 13
Saturday, 16 February 13
What is                      Product Management?Saturday, 16 February 13
Saturday, 16 February 13
CustomerSaturday, 16 February 13
Customer             TechnologySaturday, 16 February 13
Customer                        Technology                           BusinessSaturday, 16 February 13
Customer                              Technology                                       Product
                                       management                           BusinessSaturday, 16 February 13
“                  the role of a product                           manager is to discover a                           prod...
“                  the role of a product                           manager is to discover a                           prod...
It all starts with a                                Question!Saturday, 16 February 13
It all starts with a                                Question!                              then                           ...
The answer forms the               basis of the product                      visionSaturday, 16 February 13
“                  Our job is to be stubborn                           on vision, but flexible on                          ...
“                  Our job is to be stubborn                           on vision, but flexible on                          ...
Define a product visionSaturday, 16 February 13
Define a product visionSaturday, 16 February 13
Define a product vision       Figure out how to build it                                                      x 12         ...
Product Management                                 ProcessSaturday, 16 February 13
Saturday, 16 February 13
GrowingSaturday, 16 February 13
Growing                           PrioritisationSaturday, 16 February 13
Growing                           Prioritisation                           DeliverySaturday, 16 February 13
Growing                                       Prioritisation                           Analytics   DeliverySaturday, 16 Fe...
Growing                           Experiments    Prioritisation                              Analytics   DeliverySaturday,...
Feedback    Growing                           Experiments    Prioritisation                              Analytics   Deliv...
GrowingSaturday, 16 February 13
Growing                     • Convert feedback, experimental results etc                           into discrete changesSa...
Growing                     • Convert feedback, experimental results etc                           into discrete changes  ...
PrioritisationSaturday, 16 February 13
Prioritisation                     • What should be built when?Saturday, 16 February 13
Prioritisation                     • What should be built when?                     • Inputs from experiments, business va...
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
DeliverySaturday, 16 February 13
Analytics  MetricsSaturday, 16 February 13
Saturday, 16 February 13
Measures the state of                               the productSaturday, 16 February 13
Saturday, 16 February 13
What you don’t                           measure you can’t                               improveSaturday, 16 February 13
SegmentationSaturday, 16 February 13
FunnelsSaturday, 16 February 13
CohortsSaturday, 16 February 13
MetricsSaturday, 16 February 13
Metrics                  Quantitative                  Comparative                  ActionableSaturday, 16 February 13
Metrics                  Quantitative   rather than Qualitative                                 metrics over heuristics   ...
MetricsSaturday, 16 February 13
Metrics                     • Conversion rate                     • Percentage of returning visitors                     •...
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
ExperimentationSaturday, 16 February 13
Experimentation                     • Apply scientific methods to product                           developmentSaturday, 16...
Experimentation                     • Apply scientific methods to product                           development            ...
Experimentation                     • Apply scientific methods to product                           development            ...
CycleSaturday, 16 February 13
CycleSaturday, 16 February 13
Saturday, 16 February 13
Question                           How do we increase the conversation rate                           on the landing page?...
Hypothesis                           IF the call to action button is red THEN                           the number of peop...
Hypothesis                           IF the call to action button is red THEN the                           number of peop...
Hypothesis                           IF the call to action button is red THEN                           the number of peop...
ExperimentSaturday, 16 February 13
Experiment                     • Need a control (current) and 1 or more                           variantsSaturday, 16 Feb...
Experiment                     • Need a control (current) and 1 or more                           variants                ...
Experiment                     • Need a control (current) and 1 or more                           variants                ...
TypesSaturday, 16 February 13
Types                           A/BSaturday, 16 February 13
Types                           A/B                                         Split URLSaturday, 16 February 13
Types                              A/B                                                  Split URL                         ...
Running ExperimentSaturday, 16 February 13
Running Experiment                     • Record the experiments  resultsSaturday, 16 February 13
Running Experiment                     • Record the experiments  results                     • Segment the trafficSaturday,...
Running Experiment                     • Record the experiments  results                     • Segment the traffic         ...
Running Experiment                     • Record the experiments  results                     • Segment the traffic         ...
Running Experiment                     • Record the experiments  results                     • Segment the traffic         ...
Running Experiment                     • Record the experiments  results                     • Segment the traffic         ...
Running Experiment                     • Record the experiments  results                     • Segment the traffic         ...
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
CaveatSaturday, 16 February 13
CaveatSaturday, 16 February 13
Usability testingSaturday, 16 February 13
Usability testing                     • How do people actually use the productSaturday, 16 February 13
Usability testing                     • How do people actually use the product                     • Highlights major usab...
Usability testingSaturday, 16 February 13
Usability testing                     • Ask users to answer a question, orSaturday, 16 February 13
Usability testing                     • Ask users to answer a question, or                     • Ask users to complete an ...
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
ToolsSaturday, 16 February 13
InsightsSaturday, 16 February 13
“               Fact : In the real world, most                   companies do too much                   development and s...
“   Most start ups fail because                               they didn’t develop their                               mark...
“              Products today – it’s not                    some product manager that                    has an epiphany. ...
“              Products today – it’s not                    some product manager that                    has an epiphany. ...
“   We own the process.                               The process doesnt own us.                               We call it ...
“       Don’t fail fast.                                               learn                                              ...
Keep learningSaturday, 16 February 13
Saturday, 16 February 13
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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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