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How do *you* manage products? - Product anonymous April 16 2015

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Often it seems the product manager role is different depending on where you work, who you work with, what stage the company is in & the current understanding of the value of product management.

Three companies shared how they work and manage product - their structure, how they work with other teams, their challenges and how the team brings value to the business. Each company will gave a short presentation on their area before we threw to questions from the audience.

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How do *you* manage products? - Product anonymous April 16 2015

  1. 1. How do *you* manage products? 16th April 2015
  2. 2. productanonymous.com bit.ly/productanon #prodanon Find us
  3. 3. Start-up session with xLabs March 21st At Xero Upcoming events
  4. 4. Saturday August 22nd pcampmelbourne.com @pcampmelb
  5. 5. Redbubble - Nick Cust Vicki Stirling Zendesk - Aaron Cottrell Envato - Luke Meehan Stewart Boon Our panel
  6. 6. Product Management @Redbubble Vicki Stirling - Product Director (Physical) Nick Cust - Product Director (Digital)
  7. 7. Redbubble ● Online retail marketplace ● Crowd-source designs from artists ● Produce physical products individually, on- demand ● We are the anti-brand! ● We empower people to reflect their individuality Products
  8. 8. About us ● Started in 2007, with a handful of artists, attracting freelances ● 350,000 Artists ● 13 Million designs ● Delivering to 236 countries ● 2 global head offices in Melbourne & San Francisco ● 120 people
  9. 9. Two Customer Groups Artists ● Ability to earn a living doing what they love ● Gain more fans and deeper connection ● We are able to do many great things, for our artists Consumers ● 90% outside of Australia ● Core Market is USA, Europe growing ● Attracting Creative Individuals from around the world.
  10. 10. Marketplace vs Retail ● Hold low stock ● Low capital costs ● Handle logistics & customer service ● New designs created everyday ● New product launch every month
  11. 11. Fulfillers
  12. 12. Trending 4 stickers sold every minute 3000 t-shirts sold a day 60,000 new designs uploaded per week
  13. 13. Digital Product Process Teams Product Vision & Strategy (Product Managers) Teams Teams Teams Teams Concept Exploration Execution TeamsTeams UX PM ● Flexible Agile Model ● Responsive Website ● Continuous Release ● No QA
  14. 14. How Digital Product Has Evolved Build Test Learn Measure/ Evolve Release Rapid exploration of problems with customers Get into the Customers’ head / Analyse user behaviour Ideas to meet Strategic goals Concepts to persevere with Optimisation AB Test MVP Life Improving
  15. 15. Evolving into 4 Categories Wear T-Shirts Leggings Skirts Scarves Dresses Live Art Cushions Duvets Stickers Mugs Carry Device Cases Skins Bags Accessories Laptop Cases Work Journals Calendars Cards Postcards
  16. 16. Similar Paths to Growth Business Strategy Brand Strategy Personas Financial Plan KPIs/Metrics Review, Learn & Adjust *1 Customer Product / Concept Development Market Assessment Portfolio Manage Product Strategy Product Launch
  17. 17. 1. Speed to market ● Physical - Planning, Development, Sampling, Product that works for 13M artworks ● Digital - Instant feedback - AB tests, quick and dirty versions 2. Validation of opportunity ● Physical - Based heavily on external market, trend insights (Macro) ● Digital - Analytics, effect on user behaviours (Micro) 3. Data/Measurements ● Physical - Sales & Profit. ● Digital - Numerous KPIs, different ways to cut data can be paralyzing Key Differences
  18. 18. Some Examples of Work Same stuff as everyone else Designed and Developed Bespoke just for RB Point of Purchase Developed through data/customer insight
  19. 19. Thanks For Listening Vicki Stirling @sunrisejunction Nick Cust @ncuste Cameos - red by Fabio Mancini
  20. 20. © 2012 Copyright Zendesk Inc - Strictly How we manage product at Zendesk Aaron Cottrell Product Manager, Customer Engagement
  21. 21. © 2012 Copyright Zendesk Inc - Strictly • What we do • Structure • Challenges & how we overcome them Outline
  22. 22. © 2012 Copyright Zendesk Inc - Strictly
  23. 23. © 2012 Copyright Zendesk Inc - Strictly How Product is structured CUSTOMER SUPPORT CUSTOMER SELF-SERVICE CUSTOMER ENGAGEMENT PLATFORM
  24. 24. © 2012 Copyright Zendesk Inc - Strictly SAN FRANCISCO COPENHAGEN MELBOURNE DUBLIN SINGAPORE Mobile Voice Help Center Customer Support Customer Engagement Platform Infrastructure Chat (Zopim) Apps Embeddables Data
  25. 25. © 2012 Copyright Zendesk Inc - Strictly Ongoing challenges • Growing (product & engineering) org • Collaboration w/remote teams is hard • Priority alignment amongst teams • Shared resources e.g. infrastructure
  26. 26. © 2012 Copyright Zendesk Inc - Strictly
  27. 27. © 2012 Copyright Zendesk Inc - Strictly How do we work as a product org? • Global alignment, local autonomy • Co-locate scrum teams - PM, UX, eng (& travel) • Quarterly planning across teams • Dogfood own products
  28. 28. © 2012 Copyright Zendesk Inc - Strictly Some challenges as a PM
  29. 29. © 2012 Copyright Zendesk Inc - Strictly Questions? Also, feel free to email me: acottrell@zendesk.com
  30. 30. Product Director Stewart Boon Product Manager @lukasm Luke Meehan
  31. 31. Establishing Product in a community driven, bootstrapped company.
  32. 32. Our Mission To Help People Learn and Earn Online.
  33. 33. Aug 2006 Late 2008 Late 2009 Nov 2011 At the end of 2011 there were 6 developers and the founder doing “Product Management”
  34. 34. Product People Product & Eng People Product went from 3 small streams to 8 full ones, while new strategy and marketing functions were introduced and all other teams were growing as well.
  35. 35. There was not much in terms of... Governance structures/processes Honed and co-ordinated working practices (agile was new) Clearly defined/delineated areas of responsibility Web analytics function A team that knows each other Stable teams An organisational understanding of “Product” Clear understanding of who the Community were and how to engage with them.
  36. 36. We’ve come a fair way Consistent (but always improving) agile practices Prod Mgr and UX embedded in every stream Stable teams Role/value of product is clearer Engagement and relationships within the Community through research, testing and our forums
  37. 37. When the community succeeds, we succeed Envato Values #1
  38. 38. Our Forums “One negative response made me think the world was ending and I freaked out, but now it’s really normalised. Now I don’t have to take things so seriously.”
  39. 39. Tell It Like It Is Envato Values #3
  40. 40. We’re still growing.
  41. 41. Obligatory “We’re Hiring Soon” slide envato.com/careers
  42. 42. Thank you
  43. 43. How do *you* manage products? 16th April 2015

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