Quick guide to product prioritization, roadmap, data driven, agile, and dashboard. Presented at DevTalk TechInAsia event, 28 August 2016 Follow me on Twitter @dhiku or Medium https://medium.com/@dhiku

1. Product Management Tips
in Technology Startup
by Hadikusuma Wahab @dhiku
TechInAsia DevTalk

2. Hadikusuma Wahab
@dhiku
VP Product at KMK Online
Business Process & Intelligence Manager
Java Engineer
liputan6.com, vidio.com, bintang.com, bola.com
Emtek Tbk, Danone, Coca-Cola Amatil
TelkomSigma
Education Background
MBA & Computer Science

4. Product Manager Roles
Help your team (and startup) ship the right
product to your users
Source: https://medium.com/@joshelman/a-product-managers-job-63c09a43d0ec and
http://www.sachinrekhi.com/the-art-of-product-management
Drive the vision, strategy, design and execution
of their product

5. Product Manager
Product management relationship
Peer and intense collaboration with lots of stakeholders
Users
Data Analyst

6. Business development is important
Lets raise some money
http://iamnotaprogrammer.com/what-does-a-product-manager-do.html
When you hire first product manager?
Product manager help translates from vision to working software

7. A day in life of Product Manager in KMK?

8. (9.30) Stand Up Meeting

9. (10.00) Daily Checkup: Dashboard, Experiment results, User feedback

10. (10.30) Check current sprint task and backlog

11. (11.00) Collaboration, sometimes pairing with design team

12. (13.30) Iteration planning meeting/Sprint with Engineering team

13. (15.00) Conversation with internal and external users

14. (17.00) Accept/reject stories, check team velocity, daily planning

15. So, what exactly, is Product Manager?
Understand company vision and users
Prioritise features, build product roadmap
Growth the numbers, do experiments

16. “To organize the world‘s information and make it
universally accessible and useful.”
— Google
“To be the pulse of the planet”
— Twitter
“To be earth’s most customer centric company; to
build a place where people can come to find and
discover anything they might want to buy online.”
— Amazon
Understand company vision and users
Meaningful companies are built upon a strong timeless vision

17. Prioritise features, build product roadmap

18. Product manager rarely say yes to feature requests
Does it fit your vision? Will it improve existing workflow? Does it grow the business?

19. Key features: always make it quantifiably
better for those who use it.
Only small part of users use it: Increase the
adoption rate to get more people to use it.
Lots of users use it but not often: Increase
the frequency to get people to use it more often.
Kill it: admit defeat, and start to remove it from
your product.
qualitative survey and in-site analytics
http://www.slideshare.net/MaximeBraud/road-to-a-great-product-methods-tools-and-hacks/23-Map_your_features_into_4
Map and evaluate current features

20. Prioritise features weekly iteration, understand trade off, and evaluate products

21. Breakdown the strategy into quarterly product roadmap

22. Define product roadmap based on user journey

23. A
Key metrics
(1-3 max)
B
A1 A2 B1 B2A3 B3
Granular
metrics
(to drive key
metrics up)
Features
(list of features,
how to evaluate,
incremental
development)
A11
A12
A13
A21
A22
A23
A31
A32
A33
B11
B12
B13
B21
B22
B23
B33
B32
B33
Expected output board sample

24. Quarterly Planning Meeting, No Presentation Tool focus on Team Collaboration

25. Growth the numbers, do experiments

26. Each focused team has autonomy to growth the numbers
KMK Labs Focused Team
1.Vidio player team
2.Recommendation team
3.Web team
4.Mobile apps team
1.Consumption team
2.Search team
3.Web team
4.Mobile apps team
Focused team reduce communication complexity and focus on goals

27. • We do at least 1-2 experiments per week
• Web platform with Google Analytics Experiment,
Mobile apps with Apptimize
• Some experiments
• Compare related article algorithm
• Compare call to action to subscribe newsletter
• Compare front page layout 1 column vs 2 column
• etc
Make mistakes faster with experiments
Create a culture in which you accept that mistakes are inevitable

28. A/B Testing with Google Analytics Experiments (Setup)

29. A/B Testing with Google Analytics Experiments (Results)

30. One metric focus: CTR related for mobile & desktop
5 cycles of improvement, over 1 month 22/3 - 22/4
From -19% vs Gravity to +2%
How ?
Case Study: Vidio Recommendation

31. Case Study: Reactions
One metric focus: Increase engagement from reactions
From fake reactions -> working reactions -> new design reactions -> discover
similar reactions and improve register and login process

32. Each team has their own dashboard to track goals
+
Overview Track features
+ analisis.io

33. Thank you!