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How to Build Better Products by Focusing on the Why

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Building the right products for the right customers is much harder than it has to be. Traditional product development processes help build an initial product and constant testing and learning can provide the data to make better decisions—but how do you know if you’re trying to solve the right problem? Come learn why spending more time defining and prioritizing the problem your product is solving leads to better products.

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How to Build Better Products by Focusing on the Why

  1. 1. Congratulations to our Outperform Award Winners! Most Dramatic Business Impact Most Customer- Obsessed Company Culture Most Transformative Innovation Most Inspiring Social Impact
  2. 2. 2  Sessions today will be recorded and will be available after Opticon  Join the conversation on Twitter at #Opticon19  Tell us how we’re doing! Give feedback and rate sessions on the mobile app
  3. 3. Justin Dilley Head of Product @ FullStory How to Build Better Products by Focusing on the Why
  4. 4. 4
  5. 5. “ ”Parkinson’s Law of Triviality Time spent on any one [product] decision will be in inverse proportion to the impact of the decision.
  6. 6. 6 Agenda
  7. 7. 7 Agenda
  8. 8. 8 Agenda
  9. 9. 9 How Product Management works today
  10. 10. 10 How Product Management should work
  11. 11. Define the Problem
  12. 12. “ ”Albert Einstein If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it.
  13. 13. “ ”HBR Article Organizations ask people to “think outside the box,” but we should be asking people to find more descriptions of the box.
  14. 14. 14
  15. 15. 15 Simple = Solvable Start with a simple statement… “We are looking for X in order to achieve Y as measured by Z.” Start with a simple statement… “We are looking for X in order to achieve Y as measured by Z.”
  16. 16. 16
  17. 17. 17 Simple = Solvable We need to integrate Face ID into our app Because we want customers to log in Because we know they’ll buy more Because it’s more convenient Because it takes them less time to buy Why? Why? Why? Why? Why?
  18. 18. 18
  19. 19. 19 Customer Empathy Game Film
  20. 20. 20 Simple = Solvable ...in order to achieve Y... What is the benefit to the organization? How does this fit with the companies strategy? What constraints are we operating within?
  21. 21. 21
  22. 22. 22 Strategy ⧣ Roadmap
  23. 23. 23 Simple = Solvable ...as measured by Z. You have to measure what matters. If you can’t measure it, it won’t matter.
  24. 24. 24 Objectives & Key Results (OKRs) Annual Quarterly Family
  25. 25. 25
  26. 26. Prioritize the Problem
  27. 27. 27 How to Prioritize Problems Easy! Just focus on: Solving big problems Helping the most number of customers The amount of impact
  28. 28. 28 Value-to-Effort 9 Block 1 5 4 2 6 8 3 7 9 Value Effort High Low
  29. 29. 29 1 5 4 2 6 8 3 7 9 Small Wins Avoid at all Costs Focus Area The Zone of Indifference Value-to-Effort 9 Block
  30. 30. 30 Feature A Feature B Feature C Feature D Potential Work Sprint / Cycle 1 Sprint / Cycle N...
  31. 31. Design, Develop, Test, Ship (Repeat)
  32. 32. 32
  33. 33. 33
  34. 34. 34 Building Products With The Triad
  35. 35. 35
  36. 36. 36 The Suck Less Cycle DOGMA PRODUCT INSIGHTS Design Build Ship Observe Support Analyze Learn Assimilate Update
  37. 37. 37 The Suck Less Cycle DOGMA Design Build Ship
  38. 38. 38 PRODUCT Observe Support Analyze The Suck Less Cycle
  39. 39. 39 INSIGHTS Learn Assimilate Update The Suck Less Cycle
  40. 40. “ ”Alvin Toffler The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.
  41. 41. Q&A
  42. 42. Thank you!
  43. 43. Up Next…  Lunch now being served in the Expo Hall  Head to the blue tables during lunch for Industry Roundtables  Lunchtime hands-on feature flags workshop in Yerba Buena 5- 6 at 1pm

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