For a long time, Product Managers have found it challenging to design interfaces inside their products that users could use for reporting. It seems like PMs and engineers have grown to hate embedded reporting. Fortunately, there are new technical approaches that are making this a significantly different picture, although there are still lots of interesting design challenges. Eric Feinstein, Professional Services Manager at Looker, has done workshops with product managers who are looking to add effective reporting. He will use the example of a product manager of a learning management software system and how she would go through the process of defining reporting for users of the product. He will discuss working through personas, data types, reporting needs analysis and ultimately how this comes together to form a roadmap for reporting functionality and interface.

1. How Product Managers can
Learn to Love Reporting
Eric Feinstein Hannah Flynn
With: Moderated by:
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2. Looker is a complete data platform that offers data analytics and business
insights to every department, and easily integrates into applications to
deliver data directly into the decision-making process. Looker is powering
data-driven cultures at more than 1,600 industry-leading and innovative
companies.

3. Click on the Questions panel to
interact with the presenters
www.productmanagementtoday.com/webinar-series/modern-product-data-workflows
www.projectmanagementupdate.com/webinar-series/modern-product-data-workflows
www.businessinnovationbrief.com/webinar-series/modern-product-data-workflows

4. About Eric Feinstein
Eric is a Professional Services Manager at Looker, where he focuses on professional services, implementation,
custom projects, and training throughout the East Coast. Prior to working at Looker, he was VP of Information
Management Services at AlixPartners. He attended Lehigh University.
About Hannah Flynn
Hannah went to The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production on sites such
as Product Management Today, B2B Marketing Zone, and Customer Experience Update.

5. Agenda
Eric Feinstein
Who is this talk
for?
1
Why is reporting
important for
you?
2
Getting Started
3
The design
thinking
approach?
4
Common issues?
5
Q & A
6

6. ProductManaging:EmbeddedAnalytics
Today’s Example
Eric Feinstein
The Product Manager
Must find a way to improve our product adoption, and competitive advantage.
Learning Management System
We are a training company, providing learning
management portals for companies to provide and
monitor employee training
To date, we have a series of “reports” which are custom
web pages that provide key metrics to our
administrators, instructors and students:
Users are demanding more robust reporting, and our

7. ProductManaging:EmbeddedAnalytics
The need for embedded BI
Eric Feinstein
A recent Dresner survey concluded that Web portals and embedded BI is becoming a
critical decision in software buying decisions

8. ProductManaging:EmbeddedAnalytics
Powered by
ExportingSelf-Serve
Exploration
Your Application/Product/Tool
8
Interactive,
Responsive
Visualizations
SQL Results
Your SQL Database
Agile Business Logic
Content Management
Data Delivery
Ad Hoc Reporting
User Management & Security
Git Version Control
Access Control
Administration
iframeJavascript REST API
Saving/Scheduling
Secure SSO

9. ProductManaging:EmbeddedAnalytics
Embed
single visualizations or dashboards
Eric Feinstein
What does embedded reporting look like?

10. ProductManaging:EmbeddedAnalytics
Why is reporting important?

11. ProductManaging:EmbeddedAnalytics
Why make a change?
Eric Feinstein
Capability
Adding new features
Experience
Improve what a customer can do
TechnologySomething easier to maintain, more flexible to change

12. ProductManaging:EmbeddedAnalytics
Steps to get there

13. ProductManaging:EmbeddedAnalytics
Defining personas

14. ProductManaging:EmbeddedAnalytics
How will you understand your users?
Eric Feinstein
As a…
(who needs this information?)
I want…
(what are you trying to understand?)
So that…(how are you going to use this information?)

15. ProductManaging:EmbeddedAnalytics
An example for myself
Eric Feinstein
As a…
Professional Services Manager
I want…
to see a view of my team’s project workload and
future project pipeline
So that I…
can open a job listing on our website

16. ProductManaging:EmbeddedAnalytics
LMS Personas
Eric Feinstein
As a…
Student
I want…
to see what classes I’ve taken
So that…
I can feel accomplished

17. ProductManaging:EmbeddedAnalytics
LMS Personas
Eric Feinstein
As a…
Course Instructor
I want…
to see what my students are scoring on tests
So that…
I can make my courses more effective

18. ProductManaging:EmbeddedAnalytics
LMS Personas
Eric Feinstein
As a…
LMS Administrator
I want…
to see who is in or out of compliance
So that…
I can ensure they are notified

19. ProductManaging:EmbeddedAnalytics
LMS Personas: More Personas
Eric Feinstein
LMS Administrator
Course Instructor
Student
Department Heads
Course Administrator
Course Owners
Data Teams
Security
Consider even
Low
Medium
Heavy
Of each type

20. ProductManaging:EmbeddedAnalytics
Understanding personas is the key
POLL

21. ProductManaging:EmbeddedAnalytics
The design thinking process

22. ProductManaging:EmbeddedAnalytics
Define
TestEmpathize
Prototype
Ideate
Eric Feinstein
Design Thinking
Implement

23. ProductManaging:EmbeddedAnalytics
Define
TestEmpathize
Prototype
Ideate
Eric Feinstein
Design Thinking
Implement

24. ProductManaging:EmbeddedAnalytics
Eric Feinstein
Product
Manager
UserEmpathy
Empathizing
● Meet your personas
● Build maps
○ What they do with
○ What they say
○ How they feel
○ How they think
… about your product
● Now you can
○ Define the ideal customer
○ Build a value proposition
○ Communicate your goals
● Make sure you meet your customers

25. ProductManaging:EmbeddedAnalytics
Eric Feinstein
Empathizing with the LMS Administrator
Do
● Checks the admin panel
● Reaches out to departments
● Looks for alternative products
● Logs in as users to check status
● Tries to use the API
Say
● I want to understand our usage
● I want to know what barriers to
completion there are
● I want to trust the tool
● I want to know I’m doing my job
Think
● Did learners do the work?
● Am I wasting my time?
● I’m not sure where to go?
● Does this information even exist?
Feel
● Frustrated by lack of visibility
● Anxious about their job security
● Unimpressed

26. ProductManaging:EmbeddedAnalytics
Define
TestEmpathize
Prototype
Ideate
Eric Feinstein
Design Thinking
Implement

27. ProductManaging:EmbeddedAnalytics
Eric Feinstein
Define
● Problem Statement
● Priority
● Gaps in your product
● Parallels across your personas

28. ProductManaging:EmbeddedAnalytics
Eric Feinstein
Define: LMS updates
● Our current product needs a new reporting suite:
○ Our administrators need to be able to understand:
■ Course completion rates
■ Student completion rates
■ Course quality of each course instructor
■ Sentiment of users
○ Our students should see
■ How their course completion compares to their peers

29. ProductManaging:EmbeddedAnalytics
Define
TestEmpathize
Prototype
Ideate
Eric Feinstein
Design Thinking
Implement

30. ProductManaging:EmbeddedAnalytics
Mockups
There is little substitute for
“thinking out loud”
Clustering metrics by what action
your persona will take naturally
lay out your dashboards.
Eric Feinstein

31. ProductManaging:EmbeddedAnalytics
Define
TestEmpathize
Prototype
Ideate
Eric Feinstein
Design Thinking
Implement

32. ProductManaging:EmbeddedAnalytics
Building your team
Eric Feinstein
Product Manager
Manages the schedule, risks and issues
DBA
Manage
data
workflowNetwork Administrators
Provide connectivity
BI Developers
Develop KPIs and dashboards Application Developers
Embed into your site
Security
Identify Vulnerability
Customer Support
Help users
Leadership
Buy-in and direction
UX Designer
Seamless experience

33. ProductManaging:EmbeddedAnalytics
Define
TestEmpathize
Prototype
Ideate
Implement
Eric Feinstein
Design Thinking

34. ProductManaging:EmbeddedAnalytics
Testing
Eric Feinstein
Showing a subset of users your prototype is
one of the best ways to collect feedback:
▪ Demo at a conference
▪ Building a customer advocacy group
▪ Webinars + 1:1 meetings

35. ProductManaging:EmbeddedAnalytics
Testing: Customer advocacy
Eric Feinstein
How did it go?
▪ Webinars + 1:1 meetings
Customers pointed out what they
would do with this information, and
asked when they can get it!
Drives iteration and your first Beta!

36. ProductManaging:EmbeddedAnalytics
Define
TestEmpathize
Prototype
Ideate
Implement
Eric Feinstein
Design Thinking

37. ProductManaging:EmbeddedAnalytics
Building your team
Eric Feinstein
Product Manager
Manages the schedule, risks and issues
DBA
Manage
data
workflowNetwork Administrators
Provide connectivity
BI Developers
Develop KPIs and dashboards Application Developers
Embed into your site
Security
Identify Vulnerability
Customer Support
Help users
Leadership
Buy-in and direction
UX Designer
Seamless experience

38. ProductManaging:EmbeddedAnalytics

39. ProductManaging:EmbeddedAnalytics
What to look out for
Eric Feinstein
● Data ninjas vs pretty pictures
● Feature factories
● Actionless dashboards
● Evaluation overload
● 3 “In”

40. ProductManaging:EmbeddedAnalytics
Conclusions - Wrap up
Eric Feinstein
● Growing need for embedded reporting
● Defining personas
● Using the design thinking methodology for success

41. www.join2018.com

42. Q&A
Hannah Flynn
With: Moderated by:
Professional Services Manager, Looker
Linkedin page: /company/looker/
Website: looker.com
Email: discover@looker.com
Eric Feinstein
Site Editor, Product Management Today
Linkedin page: in/hannahmichaelflynn
Twitter ID: @prodmgmttoday
Website: productmanagementtoday.com
www.productmanagementtoday.com/webinar-series/modern-product-data-workflows
www.projectmanagementupdate.com/webinar-series/modern-product-data-workflows
www.businessinnovationbrief.com/webinar-series/modern-product-data-workflows