BUILDING THE RIGHT PRODUCT
FOR THE RIGHT CUSTOMER
@mattdanna
with the right amount of luck...
Building the right product
for the right customer
in the right market
by the right team
u...
SOME USER AUDIENCE RESEARCH...
Designers?
Engineers?
Product Managers?
Matt Danna
VP, PRODUCT
Fullscreen is a new media
company that powers the
creation and sharing of
content for the connected...
IT / Human-Computer Interaction
Software Engineer
Product Designer
Product Marketing Manager
Product Manager
Innergy Labs
...
WHAT IS PRODUCT MANAGEMENT?
“The Biz” Technology
User Experience
Product!
–Martin Ericksson
investigate
opportunities
define
solutions*
“To discover a product that is valuable, usable and feasible.”
–Marty Cagan
Investigate & Assess Opportunities:
SUPPORT TRENDS
USER FEEDBACK
DESIGNERS
ENGINEERING
BUSINESS STAKEHOLDERS
MARKETING
SAL...
Outline features & functionality,
the user experience,
and the release criteria
Define Solutions (Product Discovery)
The p...
PRODUCT MANAGEMENT
VS.
PROJECT MANAGEMENT
PRODUCT MANAGEMENT
PROJECT MANAGEMENT
FAST GOOD
CHEAP
PROJECT MANAGER TRIANGLE
FAST GOOD
expensive
GOOD
CHEAP
slowww
FAST
CHEAP
crap
FAST GOOD
CHEAP
PROJECT MANAGER TRIANGLE
“impossible”
FAST GOOD
CHEAP
Research,
Design, & QA
Product
Engineering
investigate
opportunities
define “inexpensive”
solutions
BUILDING THE RIGHT PRODUCT
FOR THE RIGHT CUSTOMER
What’s the first step in
building the right product??
Don’tbuildtheproduct!
Building = expensive
“Desire Path” Image credit: Google Maps
Determinewhoyouruseris
CUSTOMER DEVELOPMENT
Selectiveservice
Be critical regarding what customer you’re trying to serve
Customer Development capabilities:
USER PERSONAS
ONLINE INTERVIEWS
COMPETITIVE ANALYSIS
WEB ANALYTICS
DATA MINING
FOCUS GR...
VITAMIN
OR
PAIN KILLER?
Opportunityassessment
How viable is the potential opportunity?
POEM
FRAMEWORK
Product Opportunity
Evaluation Matrix
(POEM)
CUSTOMER
PRODUCT TIMING
FINANCE
COMPETITION
PRODUCT/
MARKET
FI...
ADOPTION
PRODUCT/MARKET FIT
TIME
Discovery Stickiness Virality Revenue Scale
TRACTION
Courtesy
Prototype&Test
Before building full product
CONCIERGE MVP
(Minimum Viable Product... not Most Valuable Player)
YOUR BFF!
Capitalized on lodging 

shortage during a design
conference in San Francisco.
!
Founders sold space in their living room
...
WIZARD OF OZ MVP
(shhh there’s a wizard behind the curtain)
Nick Swinmurn founded
Zappos.com in 1999.
!
Validated the hypothesis that people 

would buy shoes online without 

having...
Images credit:
Alwaysquestionyour

assumptions
!
Put your ego and emotions aside
Mercedes “KEYLESS-GO”
SOME OF THE BEST PRODUCTS
DON’T HAVE AN INTERFACE
Unlock Lock
Images credit:
Definesuccess
Be opinionated!
METRICS:
MEASURE TO LEARN & IMPROVE
EXPLORATION
investigate an assumption,
look for causalities,
validate customer feedbac...
“PIRATE METRICS” ARE A GOOD PLACE TO START
Acquisition
Activation
Retention
Referral
Revenue
AARRR!!
Datainfluenced
…Not data-driven
Quantitative Data
Qualitative Data
Competition
User Interests
Strategic Goals
Business Interests Ethics & Regulations
User-centered
…Not user lead
“GENERATION FACEBOOK
IS TAKING ACTION -
AGAINST FACEBOOK.”
-TIME MAGAZINE
“THERE HAS BEEN AN
OVERWHELMINGLY
NEGATIVE RESPO...
Selectiveinnovation
Be careful where you spend your time
There’s no need to reinvent the sign-in form...
!
Or design a custom icon web font...
!
Or construct your own analytics su...
KEEP YOUR ENGINEERS AWAY FROM
“HACKER NEWS ENGINEERING”
Avoiddistractions
...like a plague
Heavy documentation is wasteful
= distraction
Always keep one eye on competition,
but stay focused on your own productImage credit:
DISTRACTION
OR
OPPORTUNITY?
HINT: If it takes away focus from your core value proposition, it’s a distraction.
Is it a...
If your product isn’t getting traction...
Failasfastasyoucan!
ADOPTION
PRODUCT/MARKET FIT
TIME
TRACTION
Discovery Stickiness Virality Revenue Scale
ITERATE OR PIVOT Courtesy
ADOPTION
PRODUCT/MARKET FIT
TIME
Discovery Stickiness Virality Revenue Scale
PRODUCT DISCOVERY &
CUSTOMER DEVELOPMENT
SCAL...
If your product is getting traction...
Focusonbuildingtheteam
thatwillbuildyourcompany
Product
Manager
1 Product
Designers
2 Product
Engineers
6: :
MAGIC RATIO
FOR TEAM COMPOSITION
Remember the FAST, GOOD, CHE...
WHEN HIRING...
I DON’T LOOK FOR PROBLEM SOLVERS.
I WANT PROBLEM SEEKERS.
!
THINKING OUTSIDE THE BOX?
I TRY TO FIND PEOPLE ...
1) Can they do what the job requires today?
2) Can they do what the job will require in 2 years?
3) Could they do the job ...
Havefun
and stay curious!
QUESTIONS?
1. Meet with your users
2. Determine pain points
3. Iterate
If you remember nothing else...
THX! <3
@mattdanna
Matt Danna
@fullscreen
Oh, and Fullscreen’s recruiting!
fullscreen.net/careers
Building the RIGHT PRODUCT for the RIGHT CUSTOMER - ProductCamp LA 2014
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Building the RIGHT PRODUCT for the RIGHT CUSTOMER - ProductCamp LA 2014

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Presented during ProductCamp LA on Saturday, March 1st, 2014.
Website: http://productcamp.la
========================
SESSION DESCRIPTION:

A lot of things need to go RIGHT to be successful. Successful products require:
...Building the RIGHT product...
...for the RIGHT customer...
...in the RIGHT market...
...using the RIGHT technology...
...at the RIGHT time...
...by the RIGHT team...
...with the RIGHT amount of luck.
Come learn some strategies for building the right stuff. :)

Published in: Technology

Building the RIGHT PRODUCT for the RIGHT CUSTOMER - ProductCamp LA 2014

  1. 1. BUILDING THE RIGHT PRODUCT FOR THE RIGHT CUSTOMER @mattdanna
  2. 2. with the right amount of luck... Building the right product for the right customer in the right market by the right team using the right technology at the right time SUCCESSFUL PRODUCTS REQUIRE....
  3. 3. SOME USER AUDIENCE RESEARCH...
  4. 4. Designers?
  5. 5. Engineers?
  6. 6. Product Managers?
  7. 7. Matt Danna VP, PRODUCT Fullscreen is a new media company that powers the creation and sharing of content for the connected generation.
  8. 8. IT / Human-Computer Interaction Software Engineer Product Designer Product Marketing Manager Product Manager Innergy Labs Freelance
  9. 9. WHAT IS PRODUCT MANAGEMENT?
  10. 10. “The Biz” Technology User Experience Product! –Martin Ericksson
  11. 11. investigate opportunities define solutions* “To discover a product that is valuable, usable and feasible.” –Marty Cagan
  12. 12. Investigate & Assess Opportunities: SUPPORT TRENDS USER FEEDBACK DESIGNERS ENGINEERING BUSINESS STAKEHOLDERS MARKETING SALES MARKET TRENDS USABILITY TESTING NEW TECHNOLOGIES ITERATION USER BEHAVIOR BUGS
  13. 13. Outline features & functionality, the user experience, and the release criteria Define Solutions (Product Discovery) The process of discovering the solution to an opportunity
  14. 14. PRODUCT MANAGEMENT VS. PROJECT MANAGEMENT
  15. 15. PRODUCT MANAGEMENT
  16. 16. PROJECT MANAGEMENT
  17. 17. FAST GOOD CHEAP PROJECT MANAGER TRIANGLE
  18. 18. FAST GOOD expensive
  19. 19. GOOD CHEAP slowww
  20. 20. FAST CHEAP crap
  21. 21. FAST GOOD CHEAP PROJECT MANAGER TRIANGLE “impossible”
  22. 22. FAST GOOD CHEAP Research, Design, & QA Product Engineering
  23. 23. investigate opportunities define “inexpensive” solutions
  24. 24. BUILDING THE RIGHT PRODUCT FOR THE RIGHT CUSTOMER
  25. 25. What’s the first step in building the right product??
  26. 26. Don’tbuildtheproduct! Building = expensive
  27. 27. “Desire Path” Image credit: Google Maps
  28. 28. Determinewhoyouruseris CUSTOMER DEVELOPMENT
  29. 29. Selectiveservice Be critical regarding what customer you’re trying to serve
  30. 30. Customer Development capabilities: USER PERSONAS ONLINE INTERVIEWS COMPETITIVE ANALYSIS WEB ANALYTICS DATA MINING FOCUS GROUPS MARKET RESEARCH SURVEYS ONSITE VISITS TALK TO THEM IRL
  31. 31. VITAMIN OR PAIN KILLER?
  32. 32. Opportunityassessment How viable is the potential opportunity?
  33. 33. POEM FRAMEWORK Product Opportunity Evaluation Matrix (POEM) CUSTOMER PRODUCT TIMING FINANCE COMPETITION PRODUCT/ MARKET FIT?
  34. 34. ADOPTION PRODUCT/MARKET FIT TIME Discovery Stickiness Virality Revenue Scale TRACTION Courtesy
  35. 35. Prototype&Test Before building full product
  36. 36. CONCIERGE MVP (Minimum Viable Product... not Most Valuable Player) YOUR BFF!
  37. 37. Capitalized on lodging 
 shortage during a design conference in San Francisco. ! Founders sold space in their living room to validate whether customers were willing to pay for sleeping on air beds. Images credit: Shana Wright (
  38. 38. WIZARD OF OZ MVP (shhh there’s a wizard behind the curtain)
  39. 39. Nick Swinmurn founded Zappos.com in 1999. ! Validated the hypothesis that people 
 would buy shoes online without 
 having any actual inventory. Images credit:
  40. 40. Images credit:
  41. 41. Alwaysquestionyour
 assumptions ! Put your ego and emotions aside
  42. 42. Mercedes “KEYLESS-GO” SOME OF THE BEST PRODUCTS DON’T HAVE AN INTERFACE Unlock Lock Images credit:
  43. 43. Definesuccess Be opinionated!
  44. 44. METRICS: MEASURE TO LEARN & IMPROVE EXPLORATION investigate an assumption, look for causalities, validate customer feedback, validate internal opinions, etc. REPORTING measure progress, measure feature impact, see customer happiness/health, etc.
  45. 45. “PIRATE METRICS” ARE A GOOD PLACE TO START Acquisition Activation Retention Referral Revenue AARRR!!
  46. 46. Datainfluenced …Not data-driven
  47. 47. Quantitative Data Qualitative Data Competition User Interests Strategic Goals Business Interests Ethics & Regulations
  48. 48. User-centered …Not user lead
  49. 49. “GENERATION FACEBOOK IS TAKING ACTION - AGAINST FACEBOOK.” -TIME MAGAZINE “THERE HAS BEEN AN OVERWHELMINGLY NEGATIVE RESPONSE TO FACEBOOK’S LAUNCH OF TWO NEW PRODUCTS…” -TECHCRUNCH “FRANKLY, THE ONLY POSSIBLE OUTCOME IS THAT FACEBOOK WILL BE FORCED TO PROVIDE AN "OFF SWITCH" - THE MAJORITY OF USERS WILL THEN OPT OUT OF THE SYSTEM, MAKING IT FAR LESS USEFUL.” -PETE CASHMORE, MASHABLE
  50. 50. Selectiveinnovation Be careful where you spend your time
  51. 51. There’s no need to reinvent the sign-in form... ! Or design a custom icon web font... ! Or construct your own analytics suite... ! Or build a home-brew customer support solution... ! Etc etc etc EVEN THOUGH YOUR DESIGNERS OR ENGINEERS MAY MAKE IT SOUND SEXY...
  52. 52. KEEP YOUR ENGINEERS AWAY FROM “HACKER NEWS ENGINEERING”
  53. 53. Avoiddistractions ...like a plague
  54. 54. Heavy documentation is wasteful = distraction
  55. 55. Always keep one eye on competition, but stay focused on your own productImage credit:
  56. 56. DISTRACTION OR OPPORTUNITY? HINT: If it takes away focus from your core value proposition, it’s a distraction. Is it a...
  57. 57. If your product isn’t getting traction... Failasfastasyoucan!
  58. 58. ADOPTION PRODUCT/MARKET FIT TIME TRACTION Discovery Stickiness Virality Revenue Scale ITERATE OR PIVOT Courtesy
  59. 59. ADOPTION PRODUCT/MARKET FIT TIME Discovery Stickiness Virality Revenue Scale PRODUCT DISCOVERY & CUSTOMER DEVELOPMENT SCALE, MARKETING, OPERATIONS BIZ DEV, ETC TRACTION Courtesy
  60. 60. If your product is getting traction... Focusonbuildingtheteam thatwillbuildyourcompany
  61. 61. Product Manager 1 Product Designers 2 Product Engineers 6: : MAGIC RATIO FOR TEAM COMPOSITION Remember the FAST, GOOD, CHEAP? This is one way to create that rhythm.
  62. 62. WHEN HIRING... I DON’T LOOK FOR PROBLEM SOLVERS. I WANT PROBLEM SEEKERS. ! THINKING OUTSIDE THE BOX? I TRY TO FIND PEOPLE WHO ARE OKAY IF THERE IS NO BOX.
  63. 63. 1) Can they do what the job requires today? 2) Can they do what the job will require in 2 years? 3) Could they do the job better than I could? 4) Can I learn from this person? 5) Would it be a delight to work with this person? 5 QUESTION INTERVIEW RETROSPECTIVE
  64. 64. Havefun and stay curious!
  65. 65. QUESTIONS?
  66. 66. 1. Meet with your users 2. Determine pain points 3. Iterate If you remember nothing else...
  67. 67. THX! <3 @mattdanna Matt Danna @fullscreen Oh, and Fullscreen’s recruiting! fullscreen.net/careers

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