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How to Best Research Your Problem Area & Product by fmr eBay PM

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How to Best Research Your Problem Area & Product by fmr eBay PM

Main takeaways:
- A true understanding of a problem area comes from a mix of qualitative and quantitative data
- Researching a problem and product expands beyond the user interview; it also includes competitive analysis, product analytics, and stakeholder interviews
- Comparing to other products does not have to be limited to direct competitors, but it can also include research on products that accomplish a specific job very well. This can create inspiration and ideas for your product

Main takeaways:
- A true understanding of a problem area comes from a mix of qualitative and quantitative data
- Researching a problem and product expands beyond the user interview; it also includes competitive analysis, product analytics, and stakeholder interviews
- Comparing to other products does not have to be limited to direct competitors, but it can also include research on products that accomplish a specific job very well. This can create inspiration and ideas for your product

More Related Content

More from Product School

How to Best Research Your Problem Area & Product by fmr eBay PM

  1. 1. www.productschool.com How to Best Research Your Problem Area & Product by fmr eBay PM
  2. 2. Join 40,000+ Product Managers on Free Resources Discover great job opportunities Job Portal prdct.school/PSJobPortalprdct.school/events-slack
  3. 3. CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™ 20 HOURS40 HOURS40 HOURS
  4. 4. Corporate Training Level up your team’s Product Management skills
  5. 5. Alex Meyers T O N I G H T ’ S S P E A K E R
  6. 6. ● Formerly a PM at eBay, currently a PM at Compass ● Product manager since 2013 ● Built 3 startups (so far) ● Code for fun ● Love tech, product, entrepreneurship, being social & fitness More about me
  7. 7. ● User Research ● Stakeholder Research ● Competitive Analysis ● Product Analytics Topics to cover
  8. 8. User Research
  9. 9. User research focuses on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies.. --usability.gov User Research
  10. 10. ● Personas ● Jobs to be Done ● 6Ws ● Personas vs. JTBD Identify potential personas
  11. 11. [Personas] create reliable and realistic representations of your key audience segments for reference. --usability.gov Personas
  12. 12. Personas cont’d Effective personas: ● Represent a major user group for your website ● Express and focus on the major needs and expectations of the most important user groups ● Give a clear picture of the user's expectations and how they're likely to use the site ● Aid in uncovering universal features and functionality ● Describe real people with backgrounds, goals, and values --usability.gov
  13. 13. A Job to be Done is the process a consumer goes through whenever she aims to change her existing life-situation into a preferred one, but cannot because there are constraints that stop her. --jtdb.info Job to be Done
  14. 14. ● Who the user is ● What the user is doing ● When the user does this thing ● Where the user does this thing ● Why the user does this thing ● How the user does this thing 6Ws
  15. 15. Know the user Personas vs. JTBD vs. 6Ws
  16. 16. ● Start by forming hypotheses ● Gather people from: ○ Your user database ○ Competing products ○ Complementary products Find and talk to people
  17. 17. ● Benefit of creating a starting point ● Risk of false data Forming hypotheses
  18. 18. ● Who uses the product ● Who doesn’t use the product ● How he/she uses the product Your User Database
  19. 19. ● Users of Direct Competitors ● Internal Complementary Products ○ eBay Seller Hub and My eBay ● External Complementary Products ○ eBay Seller Hub and FedEx fulfillment Competing vs. Complementary Products
  20. 20. ● Surveys ● Interviews ● Quantitative user research ● Qualitative user research Understanding the nuances
  21. 21. Stakeholder Research
  22. 22. ● Internal ● External ● Direct stakeholders ● Indirect stakeholders Identify stakeholders
  23. 23. ● Legal ● Sales ● Marketing ● Support ● Operations ● Partner product and engineering teams Internal stakeholders
  24. 24. ● Contractors ● Clients of a service External stakeholders
  25. 25. ● Business partner vs. Operations team ● eBay Category Pages Example Direct vs. Indirect stakeholders
  26. 26. ● Effects on workflows ● Sales Example ● Qualitative assessment Understand stakeholder impact
  27. 27. ● Experience with products ● Domain knowledge ● Different perspectives Gather stakeholder expertise
  28. 28. Competitive Analysis
  29. 29. ● High overlap in problem & solution ● Compass CRM vs. Contactually vs. Salesforce Example ● Facilitate workflows ● Gaps in offerings Direct competitors
  30. 30. ● Different product, meets similar consumer need ● Compass CRM vs. Google Sheets vs. iPhone Notes Example ● Break existing mental model Indirect competitors
  31. 31. ● Micro-problems ● Beats Music App Onboarding Example ● Understand the repeatable pattern Well designed products
  32. 32. ● Broken patterns ● Snapchat Redesign Example ● Understand the research gap Poorly designed products
  33. 33. Product Analytics
  34. 34. ● Success Metrics ● Failure Metrics ● Secondary Metrics ● Countermetrics Current product usage
  35. 35. ● Baseline data set ● Comparison data set ● eBay Listing Page Example Similar product usage
  36. 36. ● Entry points ● Exit points ● Product engagement ● eBay Category Page Example User funnels
  37. 37. ● Qualitative & Quantitative data ● Broad & Deep understanding ● Direct & Indirect research ● Understanding the problem leads to better products In conclusion
  38. 38. El Fin
  39. 39. ● Website: www.alexjmeyers.com ● Email: yo@alexjmeyers.com ● LinkedIn: https://www.linkedin.com/in/alexjmeyers/ ● Visit my current project: www.mywrkouts.com (myworkouts without the first “o”) Contact
  40. 40. www.productschool.com Part-time Product Management Training Courses and Corporate Training

Editor's Notes

  • If you’re interested to connect with other Product Managers, aspiring PMs, or those within tech, join our Slack community of over 40,000 professionals. It’s a great place to network and to find interesting content. We host a weekly AMA through our Slack channel on Tuesdays from 11:15am - 12pm PST. We have also recently launched the Job Portal where you can find the latest Product Management opportunities! As members of the Product School community, we'd like to provide you with these resources at your disposal.
  • Product School’s Product Management Certificate Path comprises of 3 part-time courses for professionals with strong technical or business background who want to further explore Product Management at software-based companies.

    During Product Management Training you will first learn Product Management fundamentals to understand the software product lifecycle and what it takes to successfully transition into a product management role.

    You’ll then be trained to retrieve data, understand its value and make impactful decisions with SQL, data visualization and Tableau. Learn to understand your users to deliver exceptional UX/UI design and develop a robust digital marketing plan. During the Full Stack Product Management Training, you will deep dive into the technical knowledge to enhance your ability to work with agile teams.

    Finally, Product Leadership Training will elevate your product knowledge to become an effective Product Leader. You'll do an in-depth analysis on how to implement best PM practices on a strategic level to significantly impact your company’s portfolio and revenue. Learn the soft skills to manage product teams and manage stakeholders to deliver performing products.

  • As well as individual courses we provide corporate training across the world! If you’d like to upskill your product team this is the best option for you. We have trained employees from multiple companies such as Deloitte, Salesforce, JP Morgan, Bank of America amongst many other companies across all industries.
  • Tonight's talk is “ [TITLE] ” with [NAME]. Welcome, [NAME].
  • Feel free to speak with me and I can point you in the right direction (explain where to apply). Or you can visit www.productschool.com

    Have a good night!

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