When it comes to Product Management, not even the most complete set of tools and frameworks is enough to tell you what to build. You can still follow the rules and fail.
Product Management is much more creativity and art than science.
3. Aha!
User story
mapping
Jobs to be
done
Customer
interview
Usability
test
Cohort
analysis
A/B
test
Competitor
analysis
Feature
matrixConcierge
Beta test
PO vs PM
Expectation
rate
Subject Matter
Expert
Business
Analysis
User Voice
Product
Hunt
NPS
AnalyticsFunnels
Focus
groups
11. 30+ customer interviews
“I don’t know what to post”
“I don’t have time” <- customer gets lost and gives up
“I keep forgetting”
“Please tell me what to do”
14. If you are going to interview...
Ask for real stories
Dig deeper into one single story
Understand the current habits...
...and the cost of change.
If you can anticipate an answer, you might be asking the wrong
question.
21. If you are talking to SME...
Use them to learn about their specialty.
Turn them into real advocates.
But don’t forget it’s your responsibility to ship a great product.
23. First things first
“If you torture the data long enough, it will confess.” (Ronald Coase)
Statistics is way harder than it looks
External events may contaminate your sample
A correlation is not a cause
32. Figuring out what to do:
It will help customers to succeed
Competitors don’t have it
It’s easy for us and hard for them to have it
34. If you are doing competitor analysis...
Make sure you are losing sales / customers because of that
Find out what does the competitor product do
Figure out how to make your competitor obsolete
(...or just copy it and move on!)
36. It’s comforting to
...use the same tools everyone else uses.
...use the same processes that innovative companies uses.
...have an established framework to use.