Product Tank Talk January in San Francisco. Sharing our process as a product team at Credit Sesame growing revenue through iterative learning.

1. Josh Furnas - Lead Product Manager, Growth
Driving Growth through Lean
Product Management
Driving Growth through Lean Product Management - Josh Furnas

2. Driving Growth through Lean Product Management - Josh Furnas

3. • How We Approach Growth
• Our Team & Weekly Structure - Why it’s Effective
• Product Experimentation Methodology (Pre-Dev)
What We’ll Chat About
Driving Growth through Lean Product Management - Josh Furnas

4. Credit Fun Fact
• What % more do users click apply with Poor Credit
than users with Excellent Credit
• 1.5%
• 20%
• 230%
• 4000%
Driving Growth through Lean Product Management - Josh Furnas

5. Not So Fun Credit Fact
• What is the disparity in credit score between the top
quartile & bottom quartile in SF vs. National average?
• Disparity in credit score is…
• 20% Less than national average
• 0%
• 30% more
• 150% more TransUnion Vantage 3 credit score data
photo: heguardian.com/cities/quiz/2014/jan/20/spot-the-city-skyline-quiz
Driving Growth through Lean Product Management - Josh Furnas

6. Basic Growth Equation
Driving Growth through Lean Product Management - Josh Furnas

7. Actionable Themes
Driving Growth through Lean Product Management - Josh Furnas

8. User Jobs To Be Done
• Gauge Credit Progress
• Recover from Bad Credit History
• Financially Capable & Motivated
• Missed Payments, No Income
• Build New Credit History
• Monitor Fraud & Inaccuracies
• Borrow Money
• Buy a Home
• Buy a Car
• Save Money
• Consolidate Debt
• Refinance Home
Driving Growth through Lean Product Management - Josh Furnas

9. Themes! Not Features
Driving Growth through Lean Product Management - Josh Furnas

10. Themes! Not Features
Driving Growth through Lean Product Management - Josh Furnas

11. How Do We Prioritize?
Driving Growth through Lean Product Management - Josh Furnas

12. Prioritization
Driving Growth through Lean Product Management - Josh Furnas

13. Prioritization
Driving Growth through Lean Product Management - Josh Furnas

14. Prioritization
Driving Growth through Lean Product Management - Josh Furnas

15. Bruce McCarthy - reqqs.com
Top 3rd Prioritization
Driving Growth through Lean Product Management - Josh Furnas

16. Clear Definition
Driving Growth through Lean Product Management - Josh Furnas

17. Transparency in an
Uncertain Roadmap
Driving Growth through Lean Product Management - Josh Furnas

18. They came together!
- Market &product themes must…
solve user problems & move business metrics.
Driving Growth through Lean Product Management - Josh Furnas

19. TEAM
• 2 PM
• 4 Product Designers
• 6 Backend, 1 1/2 Front End, 1 QA
• Analyst
Driving Growth through Lean Product Management - Josh Furnas

20. #Relationship
Driving Growth through Lean Product Management - Josh Furnas

21. Weekly Design Sprint
Google Ventures Design Sprint - gv.com/sprint/
Driving Growth through Lean Product Management - Josh Furnas

22. Making of a Design Sprint
Driving Growth through Lean Product Management - Josh Furnas

23. Making of a Design Sprint
Driving Growth through Lean Product Management - Josh Furnas

24. Not Easy to Run
Impactful Experiments
Success starts with Great Experiment Framing
Driving Growth through Lean Product Management - Josh Furnas

25. Driving Growth through Lean Product Management - Josh Furnas

26. • Trigger, Motivation
• Outcome…for user, NOT the feature.
Photo Credit: Alan Klement, @alanklement
Driving Growth through Lean Product Management - Josh Furnas

27. Photo Credit: Alan Klement, @alanklement
When a User Logs in? Probably Not…
Pre-login: Fed Interest Rate Rising
Post-login: Noticed Purchasing Power Feature attached to his goal
Driving Growth through Lean Product Management - Josh Furnas

28. Photo Credit: Alan Klement, @alanklement
White Picket Fence Effect? Control of Security?
Driving Growth through Lean Product Management - Josh Furnas

29. Photo Credit: Alan Klement, @alanklement
Actual (Actionable) Goal: Trusted Bank Pre-Approval Letter
Driving Growth through Lean Product Management - Josh Furnas

30. Driving Growth through Lean Product Management - Josh Furnas

31. Experiment Framing
Driving Growth through Lean Product Management - Josh Furnas
credit: Tristan Kromer, grasshopperherder.com

32. Experiment Framing
Driving Growth through Lean Product Management - Josh Furnas
credit: Tristan Kromer, grasshopperherder.com

33. Experiment Framing
credit: Tristan Kromer, grasshopperherder.com
Driving Growth through Lean Product Management - Josh Furnas

34. Experiment Framing
Driving Growth through Lean Product Management - Josh Furnas
credit: Tristan Kromer, grasshopperherder.com

35. Framing for Success
credit: Tristan Kromer, grasshopperherder.com
- lack of focus = slow velocity & less valuable experiments.
- ‘multi-tasking’ in experiment form.
Driving Growth through Lean Product Management - Josh Furnas

36. Driving Growth through Lean Product Management - Josh Furnas

37. What’s your 1 hour
Experiment Arsenal?
• MARKET
• Existing Users -
• New “Users” -
• PRODUCT
• Interactive -
• Static -
Driving Growth through Lean Product Management - Josh Furnas

38. Static & New Users
Generative Product Test
+
Driving Growth through Lean Product Management - Josh Furnas
- Look for trends & pain points

39. 150 users - Many Iterations
Driving Growth through Lean Product Management - Josh Furnas

40. 150 users - Many Iterations
Driving Growth through Lean Product Management - Josh Furnas

41. Dev Ready Feature?
Driving Growth through Lean Product Management - Josh Furnas

42. Guidelines to Dev Yes / No
• Two Favorite Rules of Thumb(s)
• Comprehension Test, 90%+
• Comparison Test, 2 to 1
Driving Growth through Lean Product Management - Josh Furnas

43. • 12% Comprehension.…
Comprehension Gone Wrong
Driving Growth through Lean Product Management - Josh Furnas

44. Which do you prefer?
Driving Growth through Lean Product Management - Josh Furnas

45. - Comprehension 95%
- Comprehension 90%
Comprehension Gone Wrong
Driving Growth through Lean Product Management - Josh Furnas

46. - Comprehension 90% BUT preferred 2 to 1 by core User.
- Comprehension 95%
Preference
Driving Growth through Lean Product Management - Josh Furnas

47. In Product A/B Test
- High probability preference will move core metric.
- This case, garners more relevant attention.
Driving Growth through Lean Product Management - Josh Furnas

48. Friday Afternoon
Driving Growth through Lean Product Management - Josh Furnas

49. Going Back to This
Driving Growth through Lean Product Management - Josh Furnas

50. Scaling the days to long
term growth
Driving Growth through Lean Product Management - Josh Furnas

51. Driving Growth through Lean Product Management - Josh Furnas

52. Thank You!
Interested in talking Product?
• Twitter @joshfurnas
• joshfurnas@gmail.com for a brew sesh!
Josh Furnas
Lead Product Manager, Growth
Credit Sesame