2. Engineer
Partner, VC Fund Sandhya Hegde
Director of Product
Founder
20k Products Powered
2T User Actions Analyzed
The Best Job Today
BUILDING PRODUCT
15. ``It’s not about people
needing our software,
devices or our
applications, but
loving them is the
goal.”
- Satya Nadella
And it’s not
just
startups
changing
their
ways..
22. III
Address the full Customer
Journey
Optimize for Speed of Innovation
Own the Business Outcomes
1
2
3
23. Address the full Customer
Journey
1
• Distribute product, not ads
• Track value, not vanity metrics
• Productize solving every pain
24. Good KPIs are Always Deep into the Funnel
Great product teams focus on critical events and optimize every possible path to get there
Critical event
Vanity metric
25. 1
Show Product, not Ads
How to Address the full customer journey by shipping end to end experiences
26. 1
Track Value, not Vanity
How to Address the full customer journey by shipping end to end experiences
27. 1
Solve Every Pain
How to Address the full customer journey by shipping end to end experiences
31. Optimize for Speed of Innovation2
• Small, cross functional teams
• Empower with goals and data
• Incentivize learning + impact
32. Decentralized “Squads” popularized in 2012
How to Move Fast …w/ good Infrastructure so you don’t break anything too important ;-)
2
Squad
PO PO PO PO PO
Squad Squad Squad Squad
Tribe
33. Seeing Rapid adoption by Product Led
Companies
How to Move Fast …w/ good Infrastructure so you don’t break anything too important ;-)
2
Squad
PO PO PO PO PO
Squad Squad Squad Squad
Tribe
From: To:
34. Set Clear Goals w/ sufficient Independence
How to Move Fast …w/ good Infrastructure so you don’t break anything too important ;-)
2
Squad
PO PO PO PO PO
Squad Squad Squad Squad
Tribe
Goal = Increase Week 4 New User Retention to 50%
35. Don’t Forget, Goals w/o Analytics => HIPPOs
How to Move Fast …w/ good Infrastructure so you don’t break anything too important ;-)
2
Squad
PO PO PO PO PO
Squad Squad Squad Squad
Tribe
Goal = Increase Week 4 New User Retention to 50%
Full access to data
needed to know –
what’s working and
what’s not
36. Focus on Learnings and Impact, not # Features
How to Move Fast …w/ good Infrastructure so you don’t break anything too important ;-)
2
Squad
PO PO PO PO PO
Squad Squad Squad Squad
Tribe
Goal = Increase Week 4 New User Retention to 50%
Full access to data
needed to know –
what’s working and
what’s not
Review weekly
learnings and
monthly impact
37. Own the Business Outcomes3
• Leading metric of business
wins
• Highly correlated to net
revenue
• Broken down into discrete
38. Set the right North Star: (1) leading, (2)
correlated
How to connect Business Outcomes to Product Metrics using Data Science
3
Items
Received
=
39. f(Star) = Breadth
How to connect Business Outcomes to Product Metrics using Data Science
3
Items
Received
=
# Users Placing Orders
• New Users
• New Subscribers
• Trial Conversion
40. =
f(Star) = Breadth X Depth
How to connect Business Outcomes to Product Metrics using Data Science
3
Items
Received
# Users Placing Orders
X
# Items in Order
• Recommendations
• Real time stock
management
• Usability, shopping lists
41. =
f(Star) = Breadth X Depth X Frequency
How to connect Business Outcomes to Product Metrics using Data Science
3
Items
Received
# Users Placing Orders
X
# Items in Order
X
# Orders Completed
• Notifications/reminders
• Short-fuse sales
42. =
f(Star) = Breadth X Depth X Frequency X
Efficiency
How to connect Business Outcomes to Product Metrics using Data Science
3
Items
Received
# Users Placing Orders
X
# Items in Order
X
# Orders Completed
X
% Items Delivered
• ML Algorithm handles
85% of replacements
• Connecting to
customers
44. Takeawa
ys
• Shifting trends in technology and consumer
choice have made product central to orgs
• Product led companies are winning in this
era
• Three key ingredients needed to be
product-led
• Address the whole customer journey
• Optimize for speed of innovation
• Own the business outcomes
• PM is the new GM: no leadership without
My name is Sandhya Hegde and I am the Director of Product at Amplitude. Take this from someone who has had a variety of interesting, hyped up jobs in the past – not including bollywood actress - I am here to tell you that building product is the best job you can have today.
How many people here are part of a product development team? Managers? Engineers? Designers? Almost everyone. The rest of you I am not sure why you came but thanks. We are serving drinks at the bar.
Here’s why building product is the best job you can have today.