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Product Management with PayPal Mobile App Creator

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Product Management
w/ PayPal Mobile App Creator
/Productschool @ProductSchool /ProductmanagementNY

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Ashish Toshniwal
How to build a successful product

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Inspired by Steve Jobs

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Product Management with PayPal Mobile App Creator

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Ashish Toshniwal, the founder of Y Media Labs, shared the keys to successful agency-client relationships, how to execute customer research effectively and best practices for communicating throughout the product lifecycle.

Y Media Labs has over 200 employees worldwide and have helped over 21 Fortune 500 companies achieve success in mobile. Media Lab has a podcast on Alpha UX, Partnering with an Agency in Product Management.

Ashish Toshniwal, the founder of Y Media Labs, shared the keys to successful agency-client relationships, how to execute customer research effectively and best practices for communicating throughout the product lifecycle.

Y Media Labs has over 200 employees worldwide and have helped over 21 Fortune 500 companies achieve success in mobile. Media Lab has a podcast on Alpha UX, Partnering with an Agency in Product Management.

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Product Management with PayPal Mobile App Creator

  1. 1. Product Management w/ PayPal Mobile App Creator /Productschool @ProductSchool /ProductmanagementNY
  2. 2. Ashish Toshniwal How to build a successful product
  3. 3. Inspired by Steve Jobs
  4. 4. We help brands create products that have lasting impact.
  5. 5. Our Clients All trademarks, product names, company names and logos appearing in this presentation are the property of their respective owners.
  6. 6. in transactions $60B users delighted300M passionate people240 Fortune 500 clients24
  7. 7. Title Text Subtitle text Assumptions are deadly.
  8. 8. Title Text Subtitle text Early experiments can save you a lot of pain.
  9. 9. Title Text Subtitle text Only through talking to users and gathering data can we make informed decisions on what to build.
  10. 10. Title Text Subtitle text Good Product Managers answer the tough questions.
  11. 11. What Feature Do We Focus On First? The Kano Model helps us answer this question
  12. 12. Kano Model: 2 Axes
  13. 13. The Feature Category Model
  14. 14. The Question Pair that uncovers customer perception Functional - How does a customer feel if they have the feature? Dysfunctional - How does a customer feel if they do NOT have the feature? Attractive - Customers like if the feature if it’s there (Functional) but can live with it not being there (Dysfunctional) Must-Be - Customers expect the feature to be there (Functional) and dislike it if it’s not there (Dysfunctional) Performance - Customers like having it (Functional) and dislike it if it’s not there (Dysfunctional). These extreme reactions translate to the linear “more is better” relationship between the 2 dimensions. Indifferent - Customers don’t care if it’s there (Functional) and don’t care if it’s not there (Dysfunctional). I Like It I Expect It I Don’t Care I Can Live With IT I Dislike It
  15. 15. In Practice As a bank, what features in our app should we invest money into advancing or building?
  16. 16. Our Mobile App Backlog From existing features, qualitative testing, and industry insights
  17. 17. Everybody Has An Opinion Your job is to take this backlog and gain actionable data into what to focus on.
  18. 18. Take The Most Common Response Map the responses to the categories, and go with the most common category. M = Must-Be, P = Performance, A = Attractive, I = Indifferent, R = Reverse, Q = Questionable
  19. 19. Our New Backlog Feature Category Priority Round Up Savings Attractive Top Money Management Attractive High Check Credit Score Attractive Medium Check Balance Must-Be Maintenance Investment Management Indifferent Disproven
  20. 20. Innovation is saying no to a thousan If you have any questions please email ashish@ymedialabs.com
  21. 21. www.productschool.com

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