Teresa Torres - An introduction to modern product discovery - Productized16

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The world of product management is changing quickly. In the past five years alone, we’ve seen the rise of The Lean Startup, design thinking, the Jobs-to-be-done framework, design sprints, OKRs, and much more. It can be hard for product teams to keep up. In this talk, you’ll learn a simple framework for how to make sense of all of these trends. You’ll learn how to mix and match methods in a way that leads to a coherent strategy that leads to better products. Teresa is a product coach helping teams adopt user-centered, hypothesis-driven product development practices, and is the creator of Product Talk. She works with companies of all sizes on integrating user research, experimentation, and the right analytics into the product development process resulting in better product decisions.

Presentations & Public Speaking

Teresa Torres
www.ProductTalk.org{
@ttorres
An Introduction to
Modern Product Discovery

@ttorres2
Product Discovery Product Delivery
Deciding what to build. Building it.

@ttorres3
Product Discovery Product Delivery
Deciding what to build. Building it.
Goal: Ship fast.

@ttorres4
Product Discovery Product Delivery
Deciding what to build. Building it.
Goal: Ship fast.
Annual Releases
Quarterly Releases
Monthly Releases
Weekly Releases
Daily Releases
Continous Integration

@ttorres5
Product Discovery Product Delivery
Deciding what to build. Building it.
Goal: Ship fast.
Annual Releases
Quarterly Releases
Monthly Releases
Weekly Releases
Daily Releases
Continous Integration
?

@ttorres
Product discovery has had a similar
evolution.
6

@ttorres
It’s been a good couple of decades for
product discovery.
13

@ttorres14
Product Discovery
Deciding what to build.
Goal: Learn fast.

@ttorres15
Product Discovery
Deciding what to build.
Goal: Learn fast.
Are we meeting stakeholder needs?

@ttorres16
Product Discovery
Deciding what to build.
Goal: Learn fast.
Are we meeting stakeholder needs?
Can customers use it?

@ttorres17
Product Discovery
Deciding what to build.
Goal: Learn fast.
Are we meeting stakeholder needs?
Can customers use it?
Do customers want our solution?

@ttorres18
Product Discovery
Deciding what to build.
Goal: Learn fast.
Are we meeting stakeholder needs?
Can customers use it?
Do customers want our solution?
Are we solving a problem customers care about?

@ttorres19
Product Discovery
Deciding what to build.
Goal: Learn fast.
Are we meeting stakeholder needs?
Can customers use it?
Do customers want our solution?
Are we solving a problem customers care about?
Are we driving toward a desired outcome?

@ttorres20
Product Discovery
Deciding what to build.
Goal: Learn fast.
Are we meeting stakeholder needs?
Can customers use it?
Do customers want our solution?
Are we solving a problem customers care about?
Are we driving a desired outcome?
Output
Outcomes

@ttorres21
The Opportunity Solution Tree
Deﬁne a Clear Desired
Outcome

@ttorres22
The Opportunity Solution Tree
Deﬁne a Clear Desired
Outcome
Discover Opportunities to
Drive that Desired
Outcome

@ttorres23
The Opportunity Solution Tree
Deﬁne a Clear Desired
Outcome
Discover Opportunities to
Drive that Desired
Outcome
Discover Solutions that
Deliver on Those
Opportunities

@ttorres24
The Opportunity Solution Tree

@ttorres25
Continuous Product Discovery
• Smaller pieces of
research

• Conducted every
week

• Make product
decisions on sets of
signals

Teresa Torres
Product Discovery Coach{
ProductTalk.org

@ttorres
Let’s keep the
conversation going.

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(Last change, July 2: Removed as beyond most teams' scope Eyetracking Study, Clickstream Analysis, Usability Benchmarking; Added Live-Data Prototypes, Demand Validation Test, Wizard of Oz Tests) For our teams tasked with building products and features for The New York Times, we face a common challenge with many: how do we figure out what’s worth spending our time on? The answer seems straightforward: test your ideas with real customers, leveraging the expertise of your product, UX, and engineering talent. Figure out the smallest test that you can come up with to test a specific hypothesis, gather data and insights, and keep iterating on it until you know whether the problem is real and your solution will prove valuable, usable, and feasible. As part of our efforts to adopt such a data-driven, experimental approach to product development, we recently kicked off a product discovery pilot program. Small, cross-functional teams were paired with coaches and facilitators over a six week period to demonstrate how product discovery and Lean Startup techniques could work for real-world customer opportunities at The New York Times. One of the first things that we learned about the process from our participants was that they wanted a "toolkit" - something to help them figure out what they should be doing, asking or making to get as quickly as possible towards the validated learning, prototypes and user tests that would have the most impact. To help the facilitate the learning process for our dual-track Agile teams, the Product Architecture team here at The Times (Christine Yom, Jim Lamiell, Josh Turk, Priya Ollapally, and Al Ming) built a "Product Discovery Activity Guide" that rolled up activities, exercises, and testing techniques from all our favorite thought leaders. This included brainstorming exercises from Gamestorming and Innovation Games, testing techniques from traditional user research, and rapid test-and-learn tactics from Google Ventures, Eric Ries (The Lean Startup), Jeff Gothelf (Lean UX), Steve Blank (Customer Development) and our spirit guide, Marty Cagan (Inspired), among others. Our goal was to make it a tool not just for learning how to get started, but to be a living document for teams to share knowledge about the process itself. What techniques worked and didn't work? What tactics did they learn elsewhere that might be worth sharing with the rest of the company? We hope you find it useful, and whether you’d like to share with us what you’re doing with it, or you have suggestions (big or small) to improve it for future product generations, please let us know! (nyt.tech.productarchitecture@nytimes.com) Al Ming July 2015

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Alan Klement "Ovecoming Biases of Growth and Innovation" Productized19

Productized

Deep and practical talk on how to achieve continual growth. This conversation will be based on real facts and failures of my professional experience with product marketing. And It can be applied to pretty much any product. Attendees will learn: How to find and measure a product/market fit How to understand when and how to scale How to build a growth team How it is different from the marketing team How to build a product

Yaroslav Stepanenko "How to Build a Sustainable Growth Strategy" Productized19

Productized

Vydia Dinamani & Heather Samarin "Moving into Management Leadership" Producti...

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