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COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
SAME SAME
BUT DIFFERENT
CAMBRIDGE USABILITY GROUP, APRIL 2016
@JOC...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
same same but different
Seems similar, but different in some ways....
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
ABOUT JOCK
@JOCKBU
Freelance head of product, Product People
Over ...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
#1 DEFINING PRODUCT
MANAGEMENT
#2 UX AND PM
#3 ASK ME ANYTHING
@JO...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
DEFINING
PRODUCT
MANAGEMENT#
@JOCKBU
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
WHAT IS A PRODUCT?
@JOCKBU
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
A PRODUCT...
... SOLVES
USER PROBLEMS
... ADDRESSES
USER NEEDS
@JO...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
WHAT IS PRODUCT
MANAGEMENT?
@JOCKBU
The job of the product
manager is to identify the
minimal possible product
that meets the objectives –
valuable, usable an...
I’ve always defined
product management as
the intersection between
business, technology and
user experience.
MARTIN ERIKSS...
UX
TECH
BUSINESS
Credit: Martin Eriksson / Mind The Product
PRODUCT MANAGERS
ARE HERE
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
People typically come to
product management
from another disciplin...
UX
TECH
BUSINESS
LATIN
ANCIENT GREEK
Credit: Martin Eriksson / Mind The Product
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
WHAT DOES A
PRODUCT MANAGER DO?
@JOCKBU
ALIGNMENT Photo: Cpl Graham Taylor (RAF) / MoD
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
UX
TECH
BUSINESS
Credit: Martin Eriksson / Mind The Product
COMPET...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
THE IMPORTANCE OF VISION
(NO VISION)
@JOCKBU
PRODUCT MANAGERS ALIG...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
DIVIDED THINKING
@JOCKBU
SHORT TERM LONG TERM
FINE DETAIL BIG PICT...
A PRODUCT MANAGER…
… discovers real user needs through research and validation;
… balances user needs with business and te...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
REALITY CHECK
@JOCKBU
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
Credit: Jock Busuttil
Photo: Michelle Bates CC BY-SA 4.0
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
UX AND PM
#
@JOCKBU
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
We have more in common
than might first appear.
@JOCKBU
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
PEOPLE DON’T GET WHAT WE DO
@JOCKBU
What do you mean, “UX design’s more
than just usability testing”?
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
URGE TO FILL THE GAPS
@JOCKBU
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
PM UX
@JOCKBU
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
SO WHO DOES WHAT?
@JOCKBU
WHAT ARE THE
USER NEEDS?
SHOULD WE
BUILD A PRODUCT
AT ALL?
WHICH USER NEEDS
WILL THE PRODUCT
ADDRESS & WHY?
WHAT WILL
‘FIN...
USER
NEEDS
WHAT &
WHY
METRICS
HOWPM UX
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
ANTI-PATTERN:
“NOT IN MY JOB
DESCRIPTION,
GUV’NOR”
@JOCKBU
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
ROLES MUST EVOLVE
@JOCKBU
Not this:
My role is “vegetable preparer...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Some tasks are better as
team sports
e.g. user research
@JOCKBU
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Delivery is the responsibility
of the team
Benefit from the wisdom...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
Use multi-skilled team
members to your advantage
“My primary role ...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
ANTI-PATTERN:
JUST BECAUSE YOU CAN,
DOESN’T ALWAYS MEAN
YOU SHOULD...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
BETTER:
SPECIALIST AS EXEMPLAR OF
BEST PRACTICE
@JOCKBU
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
OUR SIMILARITIES
@JOCKBU
SEEMINGLY
PERPETUAL
IDENTITY CRISIS
REGULARLY MISTAKEN
FOR PRACTITIONER OF
ANOTHER DISCIPLINE
AGREES THAT VENN
DIAGRAMS AR...
COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
ASK ME
ANYTHING
#
@JOCKBU
THANKS!
INTERIM PRODUCT MANAGEMENT
WWW: productpeo.pl
BLOG: imanageproducts.uk
@jockbu bit.ly/jockbook
Same Same But Different
Same Same But Different
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Talk at Cambridge Usability Group in April 2016 about product management and how UX designers and product managers often overlap

Published in: Leadership & Management
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Same Same But Different

  1. 1. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL SAME SAME BUT DIFFERENT CAMBRIDGE USABILITY GROUP, APRIL 2016 @JOCKBU JOCK BUSUTTIL PRODUCT PEOPLE LIMITED
  2. 2. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL same same but different Seems similar, but different in some ways. Common phrase in Thailand. As in: “Is this a genuine Rolex?” “Yes – same same but different.” @JOCKBU
  3. 3. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL ABOUT JOCK @JOCKBU Freelance head of product, Product People Over 15 years’ experience in technology companies Writer, speaker and mentor on product management Author of The Practitioner’s Guide to Product Management productpeo.pl ● imanageproducts.uk ● @jockbu
  4. 4. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL #1 DEFINING PRODUCT MANAGEMENT #2 UX AND PM #3 ASK ME ANYTHING @JOCKBU
  5. 5. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL DEFINING PRODUCT MANAGEMENT# @JOCKBU
  6. 6. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT IS A PRODUCT? @JOCKBU
  7. 7. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL A PRODUCT... ... SOLVES USER PROBLEMS ... ADDRESSES USER NEEDS @JOCKBU ... HELPS THE USER TO ACHIEVE A GOAL ... IS THE MEANS, NOT THE END
  8. 8. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT IS PRODUCT MANAGEMENT? @JOCKBU
  9. 9. The job of the product manager is to identify the minimal possible product that meets the objectives – valuable, usable and feasible – while minimising time to market and user complexity. Photo: Mind The Product MARTY CAGAN AUTHOR OF INSPIRED
  10. 10. I’ve always defined product management as the intersection between business, technology and user experience. MARTIN ERIKSSON CO-FOUNDER, MIND THE PRODUCT Photo: Mind The Product
  11. 11. UX TECH BUSINESS Credit: Martin Eriksson / Mind The Product PRODUCT MANAGERS ARE HERE
  12. 12. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL People typically come to product management from another discipline. @JOCKBU
  13. 13. UX TECH BUSINESS LATIN ANCIENT GREEK Credit: Martin Eriksson / Mind The Product
  14. 14. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT DOES A PRODUCT MANAGER DO? @JOCKBU
  15. 15. ALIGNMENT Photo: Cpl Graham Taylor (RAF) / MoD
  16. 16. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL UX TECH BUSINESS Credit: Martin Eriksson / Mind The Product COMPETING NEEDS NEEDS ARE NOT ALWAYS ALIGNED PEOPLE WILL PULL IN DIFFERENT DIRECTIONS @JOCKBU
  17. 17. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL THE IMPORTANCE OF VISION (NO VISION) @JOCKBU PRODUCT MANAGERS ALIGN EVERYONE TO A SHARED PRODUCT VISION
  18. 18. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL DIVIDED THINKING @JOCKBU SHORT TERM LONG TERM FINE DETAIL BIG PICTURE CREATIVE ANALYTICAL
  19. 19. A PRODUCT MANAGER… … discovers real user needs through research and validation; … balances user needs with business and technology needs; … guides and aligns a team of specialists to create a product to meet those needs. Credit: Marvel Studios
  20. 20. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL REALITY CHECK @JOCKBU
  21. 21. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Credit: Jock Busuttil
  22. 22. Photo: Michelle Bates CC BY-SA 4.0
  23. 23. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL UX AND PM # @JOCKBU
  24. 24. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL We have more in common than might first appear. @JOCKBU
  25. 25. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL PEOPLE DON’T GET WHAT WE DO @JOCKBU
  26. 26. What do you mean, “UX design’s more than just usability testing”?
  27. 27. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux PERPETUAL IDENTITY CRISIS @JOCKBU
  28. 28. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL URGE TO FILL THE GAPS @JOCKBU
  29. 29. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL PM UX @JOCKBU
  30. 30. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
  31. 31. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL SO WHO DOES WHAT? @JOCKBU
  32. 32. WHAT ARE THE USER NEEDS? SHOULD WE BUILD A PRODUCT AT ALL? WHICH USER NEEDS WILL THE PRODUCT ADDRESS & WHY? WHAT WILL ‘FINISHED’ AND ‘SUCCESS’ LOOK LIKE? HOW DOES CONTEXT INFORM OUR APPROACH? HOW SHOULD THE PRODUCT ADDRESS THE USER NEEDS? HOW WILL THE EXPERIENCE BE DELIGHTFUL? PM UX
  33. 33. USER NEEDS WHAT & WHY METRICS HOWPM UX
  34. 34. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL ANTI-PATTERN: “NOT IN MY JOB DESCRIPTION, GUV’NOR” @JOCKBU
  35. 35. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL ROLES MUST EVOLVE @JOCKBU Not this: My role is “vegetable preparer” – I only chop vegetables. I refuse to prepare tomatoes as they are fruit and therefore not in my role description.
  36. 36. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Some tasks are better as team sports e.g. user research @JOCKBU
  37. 37. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Delivery is the responsibility of the team Benefit from the wisdom of crowds @JOCKBU
  38. 38. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Use multi-skilled team members to your advantage “My primary role is X, but I’m also quite good at Y and Z if you need a hand” @JOCKBU
  39. 39. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL ANTI-PATTERN: JUST BECAUSE YOU CAN, DOESN’T ALWAYS MEAN YOU SHOULD @JOCKBU
  40. 40. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL BETTER: SPECIALIST AS EXEMPLAR OF BEST PRACTICE @JOCKBU
  41. 41. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL OUR SIMILARITIES @JOCKBU
  42. 42. SEEMINGLY PERPETUAL IDENTITY CRISIS REGULARLY MISTAKEN FOR PRACTITIONER OF ANOTHER DISCIPLINE AGREES THAT VENN DIAGRAMS ARE AN OVERUSED VISUAL DEVICE PM UX
  43. 43. COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL ASK ME ANYTHING # @JOCKBU
  44. 44. THANKS! INTERIM PRODUCT MANAGEMENT WWW: productpeo.pl BLOG: imanageproducts.uk @jockbu bit.ly/jockbook

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