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Prioritizing Product Ideas


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Lessons in early-stage Product Management.

Published in: Technology, Business
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Prioritizing Product Ideas

  1. 1. WIN,LOSEORFailLessons in Early Stage Product ManagementPrioritizing Product Ideas
  2. 2. Recipe for a Winning Product• Meets customers’ needs• Is better than other alternatives• Is easy to use• Has a good value/price
  3. 3. What does a Product Manager do?Product Managers help companies build better productsby bringing the following expertise to the early-stageproduct development process:– Knowledge of how to ship higher quality products so thatcustomers are happy– How to determine what features to put in those products, so thatyou dont under-engineer or over-engineer a product– How to spend the right amount of money on a marketing planthat ensures the highest amount of profitability– How to plan and operationally support a product pre- and post-launch
  4. 4. Problem vs. Solution SpaceProblem – customerproblem, need or benefit thatthe product should address;or a product requirement (ex.ability to write in space)Solution – A specificimplementation to address aneed or product requirement(ex. NASA space pen $1Mverses Russian space pencil)
  5. 5. “Make it easy toshare a link with myfriends.”“Allow me to re-usemy Facebookcontacts.”FacebookImporterDesign 1 Design 2 Design 3Design Preview withcheckboxesUser can editbefore import#1 No No#2 Yes No#3 Yes YesProblem Space Solution SpaceUser Benefit FeatureVS
  6. 6. User benefits• Functional Benefits– allow user to do something they couldn’t do before– deliver a benefit more quickly, conveniently, orcheaply (ex. browse the web for less money; findinginformation quicker; read news on my own time)• Emotional Benefits– Control– Feeling informed (context)– Enjoyment– Self-expression
  7. 7. Prioritizing Benefits vs. Features• Need a framework for prioritization– What user benefits should we address?– Which product features should we build or improve?• Importance vs. Satisfaction– Importance of user need (problem space)– Satisfaction with how well a product meets user’sneeds (solution space)
  8. 8. low------++++++highhighhighhighhighhighPrioritizing User BenefitsUserBenefitImportanceto UserCurrent UserSatisfactionUpsidePotentialBenefit 1lowBenefit 2lowBenefit 3lowBenefit 4lowBenefit 5lowBenefit 6HighHighLowMediumLowLowWow!Opportunity?Wow!Opportunity?Doesn’tMatter
  9. 9. Prioritizing Product IdeasIdea DIdea FIdea CIdea BIdea A?Return(ValueCreated)12341 2 3 4Investment (developer weeks)Idea CIdea BIdea AReturn(ValueCreated)12581 2 3 4Investment (developer weeks)34675 6 7 8
  10. 10. Simple things should besimple, complex things should bepossible.- Alan Kay“”
  11. 11. Usability: Hard to Use ProductNumberofClicks/Complexity12583467Frequency of UseUse often Use rarelyThreshold for easily finding a featureMakes frequent use offeatures harder to learn andpainful to useCauses accidental use oflower frequency featuresUsability scorecard: Hard to use product
  12. 12. Usability: Easy to Use ProductNumberofClicks/Complexity12583467Frequency of UseUse often Use rarelyThreshold for easily finding a featureA more even spread allowsfor adaptive learningUsability scorecard: Easy to use product