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Defining the right product

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Defining a product is one of the most important aspects of the product process. How can you ensure you’re building the right features and that they’re prioritized in the optimal sequence?

Ryan will share how user story mapping and user stories can help create a shared understanding across the company.

Learn how to direct conversations, from building features to creating a solution that solves your customers needs.

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Defining the right product

  1. DEFINING THE RIGHT PRODUCT Ryan Glasgow Senior Product Manager Weebly
  2. Background CAREER PATH Front-end engineer, designer, now product WEEBLY Most recently the iPad launch
  3. THE FOREST THE TREES THE TREE
  4. THE FOREST Product
  5. “It’s common for entrepreneurs to pitch their products as a list of features, tech specs, or explain an abstract, convoluted idea. What they should do instead is a story — something everyone can understand and relate to, from investors and employees to friends and family. Something that is memorable, easily passed around, and well-received by even the least tech-savvy.”
  6. Stories
  7. Instagram WHAT It’s a fast, beautiful, and fun way to share your photos with friends and family. HOW Snap a picture, choose a filter to transform its look and feel, then post to Instagram. Share to Facebook, Twitter, and Tumblr too – it’s as easy as pie. It’s photo sharing, reinvented.
  8. Features need stories too
  9. SnapTune WHAT Enjoy a fast and fun way to share your songs with your friends. HOW Enter a song, choose a clip, add a caption, then send it to your friends. It’s the easiest way to share music.
  10. THE TREE User stories
  11. User Stories - Things real people are going to need the software to do for them - The building blocks of the product backlog - Include who, what, and why - Combination of conversations and acceptance criteria - Token for a conversation
  12. Format As a [type of user], I want to [do something], So that I can [get something].
  13. Sign Up As a potential SnapTune user, I want to signup with Facebook, so I don’t have to enter my profile information.
  14. Requirements
  15. Delegate Goals, Not Tasks
  16. Design TASKS Design a responsive Facebook Connect button that includes: - Active state - Down state - Deactive state - Hover state - An icon - A text label As a potential SnapTune user, I want to signup with Facebook, so I don’t have to enter my profile information.
  17. Engineering TASKS - When user clicks button, link them to Facebook auth window - Integrate Facebook Connect SDK - Import profile information and friends list - Create new account in Database As a potential SnapTune user, I want to signup with Facebook, so I don’t have to enter my profile information.
  18. QA TASKS - Test new Facebook account - Test existing Facebook account - Test new Facebook account with email already in Database - Try Continuously clicking on Facebook button - Test new Facebook account with missing information As a potential SnapTune user, I want to signup with Facebook, so I don’t have to enter my profile information.
  19. User stories are the baton in the relay race that is building a product
  20. Agile Defer commitments to the last responsible moment
  21. Overflowing Backlog How do I prioritize the stories? When should I user test? How do I define my MVP? What use cases am I addressing? Is the project on schedule? When can I launch? What stories are nice-to-haves?
  22. THE TREES User Story Mapping
  23. Traditional Process Spec process has little to no collaboration IDEA INPUTS SPEC REVIEW
  24. Product Spec Identity a product that’s valuable, usable, and feasible Valuable Usable FFeeaassiibbllee
  25. “It’s rare if not impossible for a single person to possess the business, user interface design, and engineering skills to find that valuable-usable-feasible sweet spot”
  26. Fundamental Shift Product managers ideate and define ideas Product managers curate and refine the best ideas with team members who hold different perspectives
  27. Purpose - Curate different perspectives - Organize and prioritize releases - Build shared understanding
  28. XXXX Downloads MAU DAU / MAU Enter App Send a song View songs shared Learn about app Sign Up Songs shared by month KPIs Activities Use Cases Steps Details Share a song when I hear it Looking for new music to listen to Log In View screensho ts Watch video Frame It
  29. 1) Frame it
  30. Set the Boundaries - Product manager creates framework for brainstorming - Starts everyone involved with the same context - An anchor for discussions and a reference point for debates
  31. Goals What are we trying to accomplish? Complement music streaming services and stores Connect friends through music XXXX Downloads Become synonymous with music sharing
  32. Use Cases What outcomes are we building for? Hear song on radio, club, bar and want to share it Looking for new music friends are listening to Browse trending songs Hear a song through earbuds or headphones and want to Connect with individuals with similar tastes in music share it
  33. Music junkie XXXX Taste maker Downloa ds Passive listener Personas Who is our target user?
  34. KPIs How do we measure success? App downloads per month XXXX MAU Downloa ds Songs listened per month Songs shared per month DAU / MAU
  35. 2) Construct a narrative
  36. Activities - Focus on breadth before depth of story - In the order you wish to tell the story - ...and then...
  37. SnapTune WHAT It’s a fast and fun way to share your songs with your friends right from your phone. HOW Enter a song, choose a clip, add a caption, then send it to your friends. It’s the easiest way to share music.
  38. Enter the app ... and then ... ... and then ... ... and then ... Send a song to friends Listen to what’s been shared with Listen to what’s been shared with me me Activity
  39. 3) Add the Steps
  40. Break down the story - The steps users have to take - Epics to later be broken into user stories
  41. Enter artist, album, or song Select a song from search results View selected song Send a song Activity Steps
  42. 4) Add the Details
  43. Full functionality - User stories - Specific things users can do - Alternative things they can do - When things go wrong
  44. Enter artist, album, or song Select a song from search results View selected song Send a song Capture ambient audio Enter search string with keyboard Option to clear string input Activities Steps Details
  45. 5) Prioritize
  46. What’s most important? - Narrow outcomes and use cases - Prioritize details based on refined framing and goals
  47. Enter artist, album, or song Select a song from search results View selected song Send a song Capture ambient audio Enter search string with keyboard Option to clear string input Activities Steps Details
  48. 6) Slice Releases
  49. Slicing - Slice out tasks that help you reach a specific outcome - Involve entire development team to create ownership of milestones - Let team identify risks and opportunities - 1 launch, 3 releases
  50. Opening game - See it work - Minimum viable solution - Just enough to validate the feature - Are we on the right track?
  51. Mid game - Make it better - Integrate feedback from user testing - Round out features
  52. End game - Make it releasable - Edge cases - What did we miss? - Add the sizzle
  53. Future Ideas - What we shouldn’t launch with - Version 2
  54. XXXX Downloads MAU DAU / MAU Enter App MAU DAU / MAU Learn about app Sign Up Songs shared by month KPIs Activities Use Cases Steps Details Share a song when I hear it Looking for new music to listen to Log In View screensho ts Watch video Frame It
  55. Backlog is now Organized Prioritized stories Know when you should user test MVP is defined Use cases are outlined Know if the project is on schedule Can set a launch date Differentiated nice-to-haves from deal breakers
  56. Share It
  57. Release Map - Often in presentation format - The “trees” - The KPIs, “activities”, and milestones with dates - To be shared with management and the team - Updated and reviewed regularly - Useful for project management
  58. Product Spec - Often a word doc or spreadsheet - Day to day details - A functional specification that includes the goals, use cases, and user stories - To be used by design, engineering, and QA
  59. CRAFT YOUR PRODUCT’S STORY USER STORY MAPPING USER STORIES
  60. Try It! - User stories - User story mapping - Creating shared understanding - Slicing - Release mapping - Curating ideas - Delegating goals not tasks
  61. Further Reading
  62. Thanks! @ryanglasgow http://rglasgow.com http://medium.com/@ryanglasgow

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