The document summarizes key aspects of developing a product vision discussed by an Amazon Sr. Product Manager. It outlines going from a problem statement to product vision, best practices for product ideation and iteration through customer research and feedback. It also discusses developing a robust product roadmap, including defining an MVP, iterating based on metrics and customer data, and creating a multi-stage roadmap prioritizing features based on effort and impact. The overall agenda focuses on answering the "why", "what", and "how" of the product development cycle through an effective ideation process.

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Developing a Product Vision
by Amazon Sr Product Manager

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6. PRODUCT IDEATION - DEVELOPING A PRODUCT VISION
Ishtiaqe Noor
Sr. Product Manager, Amazon

7. AGENDA
• Going from a problem statement to product vision
• Product ideation and iteration best practice
• Developing a robust product roadmap

8. WHY PRODUCT IDEATION
Through out the product development cycle a PM should be very clear about
‘Why’, ‘What’ and ‘How’
 Why - Problem statement: Why we need to build something
 What - Product vision: What are we building
 How - Product execution : How we are going to build it

9. WHY PRODUCT IDEATION
3 major stages of Product development
 Ideate
 Develop
 Iterate
Ideation process will answer the ‘Why’ and ‘What’
**Be stubborn on your vision, but flexible on details – Jeff B

10. PROBLEM STATEMENT TO PRODUCT VISION
Always start with customer and work backwards from there
Understanding your customers
Problem statement
Value proposition and impact
Adoption

11. PROBLEM STATEMENT TO PRODUCT VISION
Where does a PM actually add value?
The problem can be straight forward but not the solution
“If I had asked people what they wanted, they would have said faster horses.” –
Henry Ford
Customers can easily describe a problem they're having — in this case, wanting
to get somewhere faster — but not the best solution.
PM should bridge that gap

12. PRODUCT IDEATION AND ITERATION BEST
PRACTICE
Do your own research
Lean on data and user feedback wherever possible
There are lots of different ways to gather feedback
• Small Scale product: Combination off white boarding session and discussion with
stakeholders/users
• Medium scale product: User interview and user survey on top of that
• Large scale product: Get various user insight and market segmentation data.

13. PRODUCT IDEATION AND ITERATION BEST
PRACTICE
Understanding you customers
 Using user/customer persona
• Imaginary person - represents user type
• Based on different job roles
• Different demographics
• Different business types (For B2B)
 Understand how each of these customer segment is going to use your product
• Will be used to build user stories

14. PRODUCT IDEATION AND ITERATION BEST
PRACTICE
White boarding session/workshop
 Bring a wide group of stakeholder to cover all stakeholder teams.
 Ensure every person is heard
 Avoid jumping on to a conclusion too early
 Going through a thinking exercise might help:
• Divergent thinking
• Convergent thinking

15. PRODUCT IDEATION AND ITERATION BEST
PRACTICE
Collecting user feedback:
 User interviews
 Avoid leading question to get to a certain conclusion
 Ask probing question to get insight on how a user will interact with the product
 Come prepared with some assumption and validate those
 User Survey
 Ask specific questions (not too open ended)
 Using commercial data
 Use commercially available marketing data for Customer targeting and segmenting

16. DEVELOPING A ROBUST PRODUCT ROADMAP
Define MVP (Minimum Viable Product):
Have a clear understanding of the MVP
Use this to get real-time actual customer feedback.
Key Challenge: Making a decision from inconclusive data:
As a PM you should feel empowered to make the call on the MPV when there is
no clear path forward based on the data
 Ensure there is way to quickly validate your assumption
 Fail fast

17. DEVELOPING A ROBUST PRODUCT ROADMAP
Iterate:
Define goals and key metrics to track
Interaction/usage data is the key
Use the key learning from the first release to navigate
your next key deliverable
Data vs insight

18. DEVELOPING A ROBUST PRODUCT ROADMAP
Setting up a Multi-stage product roadmap
Use value curve (effort vs impact) to objectively
prioritize features and determine the stages
Be flexible, especially in case of a multi-year
roadmap
Start, Stop, Continue can be good exercise to
streamline your product even further.

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