SlideShare a Scribd company logo

Product management (at Boost Turku Startup Journey 2015)

Product management fundamentals (from my perspective), presented at the Startup Journey 2015 accelerator program at Boost Turku (Finland) on 2015-07-08.

1 of 32
Download to read offline
Startup Journey 2015
Product Management
Boost Turku, 2015-07-08
Anna Ronkainen @ronkaine
anna.ronkainen@trademarknow.com
Look who’s talking
Anna Ronkainen
-  a lawyer at least on paper (LL.M., U of Copenhagen);
also studied EE/CS & linguistics; researcher in
computational legal theory (U of Helsinki) – I’ll also be
talking to you about intellectual property on Aug 12...
-  Chief Scientist and co-founder, TrademarkNow Inc.,
head of product 2012–2015
-  worked in the software industry since the early 1990s,
in project and product management roles since ~2000
-  serious design (especially typography) geek; occasional
usability scholar as well
About TrademarkNow
-  founded in 2012, based in Helsinki, NYC
and Kilkenny, now ~30 employees
-  products based on an AI model of likelihood
of confusion for trademarks, based on my
own basic research in computational legal
theory (since 2002)
-  NameCheck: intelligent TM search
-  NameWatch: intelligent TM watch
Disclaimer: Everything I’ll
say is bullshit
– including what I just said!
In other words:
If what I say doesn’t seem to make sense to
you, it’s probably just not applicable to your
vertical.
Trust your intuition – but also remember to
question your assumptions from time to time!
Product management in a nutshell
http://vooza.com/videos/just-say-no/
Of course we’re in favour of
automation whenever possible
Our latest product
management hire (can
handle ~90% of all
feature suggestions
from prospects and
customers)
Why you should end up saying “no” to
most things
-  you can’t (and shouldn’t try to) do
everything, product focus is crucial
-  (most) end-users are not designers: their
suggested “improvements” would usually
make the product worse
-  still, they are indicative of real problems and
tell where you should dig deeper to find out
what the actual problems are and how to
best address them
End-users are not designers:
You get this...
...rather than this:
12 arguments you should say no to
1.  But the data looks good
2.  But it’ll only take a few
minutes
3.  But this customer is
about to quit
4.  But we can just make it
optional
5.  But my cousin’s
neighbour said...
6.  But we’ve nothing else
planned
7.  But we’re supposed to
be allowed to work on
whatever we want
8.  But 713,000 people
want it
9.  But our competitors
already have it
10.  But if we don’t build it,
someone else will
11.  But the boss really wants
it
12.  But this could be “the
one”
(from Intercom on Product Management)
Design thinking
-  Peter Drucker: the job of designers is
“converting need into demand” – figuring
out what people want and giving it to them
(i.e., innovating)
-  Tim Brown of IDEO: The challenge for
design thinkers is to “help people to
articulate the latent needs they may not
even know they have”
-  desirable, viable, feasible
Design thinking tools
-  insight: go out into the world and learn from
the lives of others
-  observation: watch what people do (and do
not do) and listen to what they say (and do
not say)
-  empathy: stand in the shoes of others,
connect with their emotions.
Getting towards MVP
Minimum viable cake
You can’t outsource product vision
The answers to your questions are inside this
building. They have to be. But you do have to
get out of the building to make sure you are
asking the right questions (and to validate
your answers)!
You can’t A/B test your way to a MVP
A/B testing works (at most) for marginal
improvements – and even for them only if you
have the volume to draw statistically
significant conclusions.
My/our answer: Build something for
yourself (and be your toughest customer)
(a.k.a. the Steve Jobs
school of product
management)
Works for (almost)
anything:
What do you do
if you can’t be your own customer
-  at least try to pretend: empathy, empathy,
empathy!
-  do get out of the building – often and a lot
-  being an usability geek helps a lot with
product design and management,
but tends to make your life a hell
around poor usability
Concrete product design tools
-  interviews
-  questionnaires
-  think-aloud
-  personas
-  user stories (“as a ____, I want to ____ in
order to ____”)
-  doing it yourself
-  product roadmap
-  (A/B tests)
The Jobs-to-be-Done framework
Things to consider before saying yes to
product features
1.  Does it fit your
product vision?
2.  Will it still matter in 5
years?
3.  Will everyone benefit
from it?
4.  Will it improve,
complement or
innovate on the
existing workflow?
5.  Does it grow the
business?
6.  Will it generate new
meaningful
engagement?
7.  If it succeeds, can we
support and afford it?
8.  Can we design it so
that reward is greater
than effort?
9.  Can we do it well?
10. Can we scope it well?
(from Intercom on Product Management)
Be agile, don’t “do Agile®”
-  in a larger project, have some sense of
overall direction, but don’t think you can
design everything at once
-  plan for something a sprint, do it, get it out
to users, evaluate and plan next iteration
-  focus on doing things mindfully, use your
common sense as well as your own domain
expertise rather than just think following
some methodology will solve everything
Product management/production cycles
-  sprint (1–4 weeks each): work planned, and
specified in considerable detail
-  current & next quarter: split work into sprint-size
chunks, ordered according to critical paths
-  roadmap: major features and new products in
broad terms per quarter
This is usually too much structure to be worth it pre-
MVP (unless you’re doing something really really
complicated).
Also a tool for deciding what not to do!
(At least not until...)
What do users (really)
want?
Product management (at Boost Turku Startup Journey 2015)
Even B2B products are still bought by
people!
-  ... you just may have to convince more of
them
-  but you still have to make them want the
product on a personal level (in terms of
whatever evaluation framework they are
using)
-  see the market in terms of Unique Buying
States, not just Unique Selling Points
Suck threshold
(Kathy Sierra: Badass – Making Users Awesome)
Product management (at Boost Turku Startup Journey 2015)
The Flow™ charts
(Csikszentmihalyi 1975, 1990 etc.)
Resources
-  Steve Blank and Bob Dorf: The Startup
Owner’s Manual
-  Intercom on Product Management (free
ebook): https://www.intercom.io/books/product-management
-  Mind the Product conference, videos of
presentations from past editions at
http://www.mindtheproduct.com/category/product-management-videos/
-  ProductCamp, ProductTank meetups (also in
Finland)
-  Don Norman: The Design of Everyday Things
Questions?
Thank you!

Recommended

Product management – what makes or breaks a startup
Product management – what makes or breaks a startupProduct management – what makes or breaks a startup
Product management – what makes or breaks a startupAnna Ronkainen
 
Arbeitsalltag im Produktmanagement bewältigen mit Hilfe des Open Product Mana...
Arbeitsalltag im Produktmanagement bewältigen mit Hilfe des Open Product Mana...Arbeitsalltag im Produktmanagement bewältigen mit Hilfe des Open Product Mana...
Arbeitsalltag im Produktmanagement bewältigen mit Hilfe des Open Product Mana...pcampger
 
Lean Product Design: Scaling from 6 to 60
Lean Product Design: Scaling from 6 to 60Lean Product Design: Scaling from 6 to 60
Lean Product Design: Scaling from 6 to 60Natalie Hollier
 
Product Owner vs Product Manager
Product Owner vs Product ManagerProduct Owner vs Product Manager
Product Owner vs Product ManagerAgileSparks
 
Am I Ready to Design? [INFOGRAPHIC]
Am I Ready to Design? [INFOGRAPHIC]Am I Ready to Design? [INFOGRAPHIC]
Am I Ready to Design? [INFOGRAPHIC]Jonathan Lupo
 
Onboarding through persuasion
Onboarding through persuasionOnboarding through persuasion
Onboarding through persuasionBindu Upadhyay
 

More Related Content

What's hot

Chasing the dream role
Chasing the dream role Chasing the dream role
Chasing the dream role Ujjwal Trivedi
 
Think product workshop at J. Boye 14, awaken the Steve Jobs in you
Think product workshop at J. Boye 14, awaken the Steve Jobs in youThink product workshop at J. Boye 14, awaken the Steve Jobs in you
Think product workshop at J. Boye 14, awaken the Steve Jobs in youRoland Benedetti
 
Getting Hired: How to Get a Job as a Product Manager
Getting Hired: How to Get a Job as a Product ManagerGetting Hired: How to Get a Job as a Product Manager
Getting Hired: How to Get a Job as a Product ManagerJason Shah
 
Ross Chayka. How to validate your startup/product idea?
Ross Chayka. How to validate your startup/product idea?Ross Chayka. How to validate your startup/product idea?
Ross Chayka. How to validate your startup/product idea?Rostyslav Chayka
 
Jobs to Be Done Template
Jobs to Be Done TemplateJobs to Be Done Template
Jobs to Be Done TemplateSoren Kaplan
 
Minimum Viable Product 101
Minimum Viable Product 101Minimum Viable Product 101
Minimum Viable Product 101Tu Pham
 
How to build a product for product managers
How to build a product for product managersHow to build a product for product managers
How to build a product for product managersJanna Bastow
 
Why You’ll (Eventually) Need a Product Manager at Your Startup
Why You’ll (Eventually) Need a Product Manager at Your StartupWhy You’ll (Eventually) Need a Product Manager at Your Startup
Why You’ll (Eventually) Need a Product Manager at Your StartupProduct Anonymous
 
Doing Business As A Designer: Getting Started
Doing Business As A Designer: Getting StartedDoing Business As A Designer: Getting Started
Doing Business As A Designer: Getting StartedJae Xavier
 
Customer Experience Architecture
Customer Experience ArchitectureCustomer Experience Architecture
Customer Experience ArchitectureLauren Fritsch
 
Product Market Fit-Lean Process
Product Market Fit-Lean ProcessProduct Market Fit-Lean Process
Product Market Fit-Lean ProcessBinaya Maharjan
 
Outcome Based-Innovation – Berlin Lean StartUp Meetup 17.10.2014
Outcome Based-Innovation – Berlin Lean StartUp Meetup 17.10.2014Outcome Based-Innovation – Berlin Lean StartUp Meetup 17.10.2014
Outcome Based-Innovation – Berlin Lean StartUp Meetup 17.10.2014Anton Skornyakov
 
ProductCamp 2014: Gwen Bender pPresentation
ProductCamp 2014: Gwen Bender pPresentationProductCamp 2014: Gwen Bender pPresentation
ProductCamp 2014: Gwen Bender pPresentationpmcnw
 
What is Product Management?
What is Product Management? What is Product Management?
What is Product Management? Angelina Fomina
 
Minimum Viable User Experience
Minimum Viable User ExperienceMinimum Viable User Experience
Minimum Viable User ExperienceEduardo Wydler
 
Product Management 101 Deck_sherlock (1)
Product Management 101 Deck_sherlock (1)Product Management 101 Deck_sherlock (1)
Product Management 101 Deck_sherlock (1)Alyssa Teuber
 
Five parallel design sprints. What possibly can go wrong?
Five parallel design sprints. What possibly can go wrong?Five parallel design sprints. What possibly can go wrong?
Five parallel design sprints. What possibly can go wrong?Den Tserkovnyi
 
Build a Product Narrative
Build a Product NarrativeBuild a Product Narrative
Build a Product NarrativeSV.CO
 

What's hot (20)

UX metrics - Elisava
UX metrics  - ElisavaUX metrics  - Elisava
UX metrics - Elisava
 
Dos and Don'ts for Developing Your App
Dos and Don'ts for Developing Your AppDos and Don'ts for Developing Your App
Dos and Don'ts for Developing Your App
 
Chasing the dream role
Chasing the dream role Chasing the dream role
Chasing the dream role
 
Think product workshop at J. Boye 14, awaken the Steve Jobs in you
Think product workshop at J. Boye 14, awaken the Steve Jobs in youThink product workshop at J. Boye 14, awaken the Steve Jobs in you
Think product workshop at J. Boye 14, awaken the Steve Jobs in you
 
Getting Hired: How to Get a Job as a Product Manager
Getting Hired: How to Get a Job as a Product ManagerGetting Hired: How to Get a Job as a Product Manager
Getting Hired: How to Get a Job as a Product Manager
 
Ross Chayka. How to validate your startup/product idea?
Ross Chayka. How to validate your startup/product idea?Ross Chayka. How to validate your startup/product idea?
Ross Chayka. How to validate your startup/product idea?
 
Jobs to Be Done Template
Jobs to Be Done TemplateJobs to Be Done Template
Jobs to Be Done Template
 
Minimum Viable Product 101
Minimum Viable Product 101Minimum Viable Product 101
Minimum Viable Product 101
 
How to build a product for product managers
How to build a product for product managersHow to build a product for product managers
How to build a product for product managers
 
Why You’ll (Eventually) Need a Product Manager at Your Startup
Why You’ll (Eventually) Need a Product Manager at Your StartupWhy You’ll (Eventually) Need a Product Manager at Your Startup
Why You’ll (Eventually) Need a Product Manager at Your Startup
 
Doing Business As A Designer: Getting Started
Doing Business As A Designer: Getting StartedDoing Business As A Designer: Getting Started
Doing Business As A Designer: Getting Started
 
Customer Experience Architecture
Customer Experience ArchitectureCustomer Experience Architecture
Customer Experience Architecture
 
Product Market Fit-Lean Process
Product Market Fit-Lean ProcessProduct Market Fit-Lean Process
Product Market Fit-Lean Process
 
Outcome Based-Innovation – Berlin Lean StartUp Meetup 17.10.2014
Outcome Based-Innovation – Berlin Lean StartUp Meetup 17.10.2014Outcome Based-Innovation – Berlin Lean StartUp Meetup 17.10.2014
Outcome Based-Innovation – Berlin Lean StartUp Meetup 17.10.2014
 
ProductCamp 2014: Gwen Bender pPresentation
ProductCamp 2014: Gwen Bender pPresentationProductCamp 2014: Gwen Bender pPresentation
ProductCamp 2014: Gwen Bender pPresentation
 
What is Product Management?
What is Product Management? What is Product Management?
What is Product Management?
 
Minimum Viable User Experience
Minimum Viable User ExperienceMinimum Viable User Experience
Minimum Viable User Experience
 
Product Management 101 Deck_sherlock (1)
Product Management 101 Deck_sherlock (1)Product Management 101 Deck_sherlock (1)
Product Management 101 Deck_sherlock (1)
 
Five parallel design sprints. What possibly can go wrong?
Five parallel design sprints. What possibly can go wrong?Five parallel design sprints. What possibly can go wrong?
Five parallel design sprints. What possibly can go wrong?
 
Build a Product Narrative
Build a Product NarrativeBuild a Product Narrative
Build a Product Narrative
 

Viewers also liked

Helsinki Legal Tech Meetup: TrademarkNow demo/presentation
Helsinki Legal Tech Meetup: TrademarkNow demo/presentationHelsinki Legal Tech Meetup: TrademarkNow demo/presentation
Helsinki Legal Tech Meetup: TrademarkNow demo/presentationAnna Ronkainen
 
Tavaramerkki. NYT! IPR-palveluihin uusi ulottuvuus
Tavaramerkki. NYT! IPR-palveluihin uusi ulottuvuusTavaramerkki. NYT! IPR-palveluihin uusi ulottuvuus
Tavaramerkki. NYT! IPR-palveluihin uusi ulottuvuusAnna Ronkainen
 
Ethical machines: data mining and fairness – the optimistic view
Ethical machines: data mining and fairness – the optimistic viewEthical machines: data mining and fairness – the optimistic view
Ethical machines: data mining and fairness – the optimistic viewAnna Ronkainen
 
Tulevaisuus on jo täällä
Tulevaisuus on jo täälläTulevaisuus on jo täällä
Tulevaisuus on jo täälläAnna Ronkainen
 
Modeling meaning and knowledge: legal knowledge
Modeling meaning and knowledge: legal knowledgeModeling meaning and knowledge: legal knowledge
Modeling meaning and knowledge: legal knowledgeAnna Ronkainen
 
Finnish Legal Tech Forum launch presentation
Finnish Legal Tech Forum launch presentationFinnish Legal Tech Forum launch presentation
Finnish Legal Tech Forum launch presentationAnna Ronkainen
 
What is legal technology?
What is legal technology?What is legal technology?
What is legal technology?Anna Ronkainen
 
TrademarkNow (and its research background)
TrademarkNow (and its research background)TrademarkNow (and its research background)
TrademarkNow (and its research background)Anna Ronkainen
 
Tietokone korvaa juristin – vai korvaako?
Tietokone korvaa juristin – vai korvaako?Tietokone korvaa juristin – vai korvaako?
Tietokone korvaa juristin – vai korvaako?Anna Ronkainen
 
How to do things with AI & law research
How to do things with AI & law researchHow to do things with AI & law research
How to do things with AI & law researchAnna Ronkainen
 
Creating products that lawyers love (sic!) – design in legal technology
Creating products that lawyers love (sic!) – design in legal technologyCreating products that lawyers love (sic!) – design in legal technology
Creating products that lawyers love (sic!) – design in legal technologyAnna Ronkainen
 
Commercializing legal AI research: lessons learned
Commercializing legal AI research: lessons learnedCommercializing legal AI research: lessons learned
Commercializing legal AI research: lessons learnedAnna Ronkainen
 
Helsinki Legal Tech Meetup introduction
Helsinki Legal Tech Meetup introductionHelsinki Legal Tech Meetup introduction
Helsinki Legal Tech Meetup introductionAnna Ronkainen
 
From Research to Innovative Legal Tech Products
From Research to Innovative Legal Tech ProductsFrom Research to Innovative Legal Tech Products
From Research to Innovative Legal Tech ProductsAnna Ronkainen
 
AI in legal practice – the research perspective
AI in legal practice – the research perspectiveAI in legal practice – the research perspective
AI in legal practice – the research perspectiveAnna Ronkainen
 

Viewers also liked (15)

Helsinki Legal Tech Meetup: TrademarkNow demo/presentation
Helsinki Legal Tech Meetup: TrademarkNow demo/presentationHelsinki Legal Tech Meetup: TrademarkNow demo/presentation
Helsinki Legal Tech Meetup: TrademarkNow demo/presentation
 
Tavaramerkki. NYT! IPR-palveluihin uusi ulottuvuus
Tavaramerkki. NYT! IPR-palveluihin uusi ulottuvuusTavaramerkki. NYT! IPR-palveluihin uusi ulottuvuus
Tavaramerkki. NYT! IPR-palveluihin uusi ulottuvuus
 
Ethical machines: data mining and fairness – the optimistic view
Ethical machines: data mining and fairness – the optimistic viewEthical machines: data mining and fairness – the optimistic view
Ethical machines: data mining and fairness – the optimistic view
 
Tulevaisuus on jo täällä
Tulevaisuus on jo täälläTulevaisuus on jo täällä
Tulevaisuus on jo täällä
 
Modeling meaning and knowledge: legal knowledge
Modeling meaning and knowledge: legal knowledgeModeling meaning and knowledge: legal knowledge
Modeling meaning and knowledge: legal knowledge
 
Finnish Legal Tech Forum launch presentation
Finnish Legal Tech Forum launch presentationFinnish Legal Tech Forum launch presentation
Finnish Legal Tech Forum launch presentation
 
What is legal technology?
What is legal technology?What is legal technology?
What is legal technology?
 
TrademarkNow (and its research background)
TrademarkNow (and its research background)TrademarkNow (and its research background)
TrademarkNow (and its research background)
 
Tietokone korvaa juristin – vai korvaako?
Tietokone korvaa juristin – vai korvaako?Tietokone korvaa juristin – vai korvaako?
Tietokone korvaa juristin – vai korvaako?
 
How to do things with AI & law research
How to do things with AI & law researchHow to do things with AI & law research
How to do things with AI & law research
 
Creating products that lawyers love (sic!) – design in legal technology
Creating products that lawyers love (sic!) – design in legal technologyCreating products that lawyers love (sic!) – design in legal technology
Creating products that lawyers love (sic!) – design in legal technology
 
Commercializing legal AI research: lessons learned
Commercializing legal AI research: lessons learnedCommercializing legal AI research: lessons learned
Commercializing legal AI research: lessons learned
 
Helsinki Legal Tech Meetup introduction
Helsinki Legal Tech Meetup introductionHelsinki Legal Tech Meetup introduction
Helsinki Legal Tech Meetup introduction
 
From Research to Innovative Legal Tech Products
From Research to Innovative Legal Tech ProductsFrom Research to Innovative Legal Tech Products
From Research to Innovative Legal Tech Products
 
AI in legal practice – the research perspective
AI in legal practice – the research perspectiveAI in legal practice – the research perspective
AI in legal practice – the research perspective
 

Similar to Product management (at Boost Turku Startup Journey 2015)

Introduction to legal design: Product & project management
Introduction to legal design: Product & project managementIntroduction to legal design: Product & project management
Introduction to legal design: Product & project managementAnna Ronkainen
 
Product Design at Wiredcraft - May 2016 UI/UX Meetup Shanghai
Product Design at Wiredcraft - May 2016 UI/UX Meetup ShanghaiProduct Design at Wiredcraft - May 2016 UI/UX Meetup Shanghai
Product Design at Wiredcraft - May 2016 UI/UX Meetup ShanghaiWiredcraft
 
The Minimum Loveable Product: Go Beyond the Minimum Viable Product
The Minimum Loveable Product: Go Beyond the Minimum Viable ProductThe Minimum Loveable Product: Go Beyond the Minimum Viable Product
The Minimum Loveable Product: Go Beyond the Minimum Viable ProductDialexa
 
Boris Krstović - Building Product 101
Boris Krstović - Building Product 101Boris Krstović - Building Product 101
Boris Krstović - Building Product 101Startap Akademija
 
Intro to Lean Startup and Customer Discovery for Agilists
Intro to Lean Startup and Customer Discovery for AgilistsIntro to Lean Startup and Customer Discovery for Agilists
Intro to Lean Startup and Customer Discovery for AgilistsShashi Jain
 
What are the Assumptions About Data Products by Hiya.com Lead PM
What are the Assumptions About Data Products by Hiya.com Lead PMWhat are the Assumptions About Data Products by Hiya.com Lead PM
What are the Assumptions About Data Products by Hiya.com Lead PMProduct School
 
Highest quality code in your SaaS project. Why should you care about it as a ...
Highest quality code in your SaaS project. Why should you care about it as a ...Highest quality code in your SaaS project. Why should you care about it as a ...
Highest quality code in your SaaS project. Why should you care about it as a ...The Codest
 
Martin Charlier - Designing Connected Products - raincloud.eu
Martin Charlier - Designing Connected Products - raincloud.eu Martin Charlier - Designing Connected Products - raincloud.eu
Martin Charlier - Designing Connected Products - raincloud.eu Business of Software Conference
 
How to Prep for Success in Product Interviews by Alteryx PM
How to Prep for Success in Product Interviews by Alteryx PMHow to Prep for Success in Product Interviews by Alteryx PM
How to Prep for Success in Product Interviews by Alteryx PMProduct School
 
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)CityStarters
 
Product development for B2B web applications: using ad-hoc personas to design...
Product development for B2B web applications: using ad-hoc personas to design...Product development for B2B web applications: using ad-hoc personas to design...
Product development for B2B web applications: using ad-hoc personas to design...tow21
 
If cats were made this way...
If cats were made this way...If cats were made this way...
If cats were made this way...Tomasz Jakubowski
 
Resource and technology design process
Resource and technology  design processResource and technology  design process
Resource and technology design processRobby Jackson
 
You aren't your target market. - UX Research Basics
You aren't your target market. - UX Research BasicsYou aren't your target market. - UX Research Basics
You aren't your target market. - UX Research BasicsAngela Obias
 
Book club INSPIRED How To Create Tech Products Customers Love
Book club INSPIRED How To Create Tech Products Customers LoveBook club INSPIRED How To Create Tech Products Customers Love
Book club INSPIRED How To Create Tech Products Customers LoveSEB
 
Carmen Brion - The value for product teams to design think
Carmen Brion - The value for product teams to design thinkCarmen Brion - The value for product teams to design think
Carmen Brion - The value for product teams to design thinkuxbri
 
Extract of Masterclass Product Management @ Startup Launchpad
Extract of Masterclass Product Management @ Startup LaunchpadExtract of Masterclass Product Management @ Startup Launchpad
Extract of Masterclass Product Management @ Startup LaunchpadElize Bosker
 

Similar to Product management (at Boost Turku Startup Journey 2015) (20)

Introduction to legal design: Product & project management
Introduction to legal design: Product & project managementIntroduction to legal design: Product & project management
Introduction to legal design: Product & project management
 
Product Design at Wiredcraft - May 2016 UI/UX Meetup Shanghai
Product Design at Wiredcraft - May 2016 UI/UX Meetup ShanghaiProduct Design at Wiredcraft - May 2016 UI/UX Meetup Shanghai
Product Design at Wiredcraft - May 2016 UI/UX Meetup Shanghai
 
The Minimum Loveable Product: Go Beyond the Minimum Viable Product
The Minimum Loveable Product: Go Beyond the Minimum Viable ProductThe Minimum Loveable Product: Go Beyond the Minimum Viable Product
The Minimum Loveable Product: Go Beyond the Minimum Viable Product
 
Clark "Understanding Needs & Setting Priorities: Product Discovery"
Clark "Understanding Needs & Setting Priorities: Product Discovery"Clark "Understanding Needs & Setting Priorities: Product Discovery"
Clark "Understanding Needs & Setting Priorities: Product Discovery"
 
Boris Krstović - Building Product 101
Boris Krstović - Building Product 101Boris Krstović - Building Product 101
Boris Krstović - Building Product 101
 
Lavanya Raja Presentation
Lavanya Raja PresentationLavanya Raja Presentation
Lavanya Raja Presentation
 
Intro to Lean Startup and Customer Discovery for Agilists
Intro to Lean Startup and Customer Discovery for AgilistsIntro to Lean Startup and Customer Discovery for Agilists
Intro to Lean Startup and Customer Discovery for Agilists
 
What are the Assumptions About Data Products by Hiya.com Lead PM
What are the Assumptions About Data Products by Hiya.com Lead PMWhat are the Assumptions About Data Products by Hiya.com Lead PM
What are the Assumptions About Data Products by Hiya.com Lead PM
 
Highest quality code in your SaaS project. Why should you care about it as a ...
Highest quality code in your SaaS project. Why should you care about it as a ...Highest quality code in your SaaS project. Why should you care about it as a ...
Highest quality code in your SaaS project. Why should you care about it as a ...
 
UXBC #26: Lean UX
UXBC #26: Lean UXUXBC #26: Lean UX
UXBC #26: Lean UX
 
Martin Charlier - Designing Connected Products - raincloud.eu
Martin Charlier - Designing Connected Products - raincloud.eu Martin Charlier - Designing Connected Products - raincloud.eu
Martin Charlier - Designing Connected Products - raincloud.eu
 
How to Prep for Success in Product Interviews by Alteryx PM
How to Prep for Success in Product Interviews by Alteryx PMHow to Prep for Success in Product Interviews by Alteryx PM
How to Prep for Success in Product Interviews by Alteryx PM
 
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
Bootstrap Business Seminar 3: Designing a Minimum Viable Product (MVP)
 
Product development for B2B web applications: using ad-hoc personas to design...
Product development for B2B web applications: using ad-hoc personas to design...Product development for B2B web applications: using ad-hoc personas to design...
Product development for B2B web applications: using ad-hoc personas to design...
 
If cats were made this way...
If cats were made this way...If cats were made this way...
If cats were made this way...
 
Resource and technology design process
Resource and technology  design processResource and technology  design process
Resource and technology design process
 
You aren't your target market. - UX Research Basics
You aren't your target market. - UX Research BasicsYou aren't your target market. - UX Research Basics
You aren't your target market. - UX Research Basics
 
Book club INSPIRED How To Create Tech Products Customers Love
Book club INSPIRED How To Create Tech Products Customers LoveBook club INSPIRED How To Create Tech Products Customers Love
Book club INSPIRED How To Create Tech Products Customers Love
 
Carmen Brion - The value for product teams to design think
Carmen Brion - The value for product teams to design thinkCarmen Brion - The value for product teams to design think
Carmen Brion - The value for product teams to design think
 
Extract of Masterclass Product Management @ Startup Launchpad
Extract of Masterclass Product Management @ Startup LaunchpadExtract of Masterclass Product Management @ Startup Launchpad
Extract of Masterclass Product Management @ Startup Launchpad
 

More from Anna Ronkainen

Introduction to Legal Technology, lecture 9 (2018)
Introduction to Legal Technology, lecture 9 (2018)Introduction to Legal Technology, lecture 9 (2018)
Introduction to Legal Technology, lecture 9 (2018)Anna Ronkainen
 
Introduction to Legal Technology, lecture 10 (2015)
Introduction to Legal Technology, lecture 10 (2015)Introduction to Legal Technology, lecture 10 (2015)
Introduction to Legal Technology, lecture 10 (2015)Anna Ronkainen
 
Introduction to Legal Technology, lecture 9 (2015)
Introduction to Legal Technology, lecture 9 (2015)Introduction to Legal Technology, lecture 9 (2015)
Introduction to Legal Technology, lecture 9 (2015)Anna Ronkainen
 
Introduction to Legal Technology, lecture 8 (2015)
Introduction to Legal Technology, lecture 8 (2015)Introduction to Legal Technology, lecture 8 (2015)
Introduction to Legal Technology, lecture 8 (2015)Anna Ronkainen
 
Introduction to Legal Technology, lecture 7 (2015)
Introduction to Legal Technology, lecture 7 (2015)Introduction to Legal Technology, lecture 7 (2015)
Introduction to Legal Technology, lecture 7 (2015)Anna Ronkainen
 
Introduction to Legal Technology, lecture 6 (2015)
Introduction to Legal Technology, lecture 6 (2015)Introduction to Legal Technology, lecture 6 (2015)
Introduction to Legal Technology, lecture 6 (2015)Anna Ronkainen
 
Introduction to Legal Technology, lecture 5 (2015)
Introduction to Legal Technology, lecture 5 (2015)Introduction to Legal Technology, lecture 5 (2015)
Introduction to Legal Technology, lecture 5 (2015)Anna Ronkainen
 
Introduction to Legal Technology, lecture 4 (2015)
Introduction to Legal Technology, lecture 4 (2015)Introduction to Legal Technology, lecture 4 (2015)
Introduction to Legal Technology, lecture 4 (2015)Anna Ronkainen
 
Introduction to Legal Technology, lecture 3 (2015)
Introduction to Legal Technology, lecture 3 (2015)Introduction to Legal Technology, lecture 3 (2015)
Introduction to Legal Technology, lecture 3 (2015)Anna Ronkainen
 
Introduction to Legal Technology, lecture 2 (2015)
Introduction to Legal Technology, lecture 2 (2015)Introduction to Legal Technology, lecture 2 (2015)
Introduction to Legal Technology, lecture 2 (2015)Anna Ronkainen
 
Introduction to Legal Technology, lecture 1 (2015)
Introduction to Legal Technology, lecture 1 (2015)Introduction to Legal Technology, lecture 1 (2015)
Introduction to Legal Technology, lecture 1 (2015)Anna Ronkainen
 
Technology can transform the law – but only if done right (ReInvent Law Londo...
Technology can transform the law – but only if done right (ReInvent Law Londo...Technology can transform the law – but only if done right (ReInvent Law Londo...
Technology can transform the law – but only if done right (ReInvent Law Londo...Anna Ronkainen
 
Intelligent Trademark Analysis: Experiments in Large-Scale Evaluation of Real...
Intelligent Trademark Analysis: Experiments in Large-Scale Evaluation of Real...Intelligent Trademark Analysis: Experiments in Large-Scale Evaluation of Real...
Intelligent Trademark Analysis: Experiments in Large-Scale Evaluation of Real...Anna Ronkainen
 

More from Anna Ronkainen (13)

Introduction to Legal Technology, lecture 9 (2018)
Introduction to Legal Technology, lecture 9 (2018)Introduction to Legal Technology, lecture 9 (2018)
Introduction to Legal Technology, lecture 9 (2018)
 
Introduction to Legal Technology, lecture 10 (2015)
Introduction to Legal Technology, lecture 10 (2015)Introduction to Legal Technology, lecture 10 (2015)
Introduction to Legal Technology, lecture 10 (2015)
 
Introduction to Legal Technology, lecture 9 (2015)
Introduction to Legal Technology, lecture 9 (2015)Introduction to Legal Technology, lecture 9 (2015)
Introduction to Legal Technology, lecture 9 (2015)
 
Introduction to Legal Technology, lecture 8 (2015)
Introduction to Legal Technology, lecture 8 (2015)Introduction to Legal Technology, lecture 8 (2015)
Introduction to Legal Technology, lecture 8 (2015)
 
Introduction to Legal Technology, lecture 7 (2015)
Introduction to Legal Technology, lecture 7 (2015)Introduction to Legal Technology, lecture 7 (2015)
Introduction to Legal Technology, lecture 7 (2015)
 
Introduction to Legal Technology, lecture 6 (2015)
Introduction to Legal Technology, lecture 6 (2015)Introduction to Legal Technology, lecture 6 (2015)
Introduction to Legal Technology, lecture 6 (2015)
 
Introduction to Legal Technology, lecture 5 (2015)
Introduction to Legal Technology, lecture 5 (2015)Introduction to Legal Technology, lecture 5 (2015)
Introduction to Legal Technology, lecture 5 (2015)
 
Introduction to Legal Technology, lecture 4 (2015)
Introduction to Legal Technology, lecture 4 (2015)Introduction to Legal Technology, lecture 4 (2015)
Introduction to Legal Technology, lecture 4 (2015)
 
Introduction to Legal Technology, lecture 3 (2015)
Introduction to Legal Technology, lecture 3 (2015)Introduction to Legal Technology, lecture 3 (2015)
Introduction to Legal Technology, lecture 3 (2015)
 
Introduction to Legal Technology, lecture 2 (2015)
Introduction to Legal Technology, lecture 2 (2015)Introduction to Legal Technology, lecture 2 (2015)
Introduction to Legal Technology, lecture 2 (2015)
 
Introduction to Legal Technology, lecture 1 (2015)
Introduction to Legal Technology, lecture 1 (2015)Introduction to Legal Technology, lecture 1 (2015)
Introduction to Legal Technology, lecture 1 (2015)
 
Technology can transform the law – but only if done right (ReInvent Law Londo...
Technology can transform the law – but only if done right (ReInvent Law Londo...Technology can transform the law – but only if done right (ReInvent Law Londo...
Technology can transform the law – but only if done right (ReInvent Law Londo...
 
Intelligent Trademark Analysis: Experiments in Large-Scale Evaluation of Real...
Intelligent Trademark Analysis: Experiments in Large-Scale Evaluation of Real...Intelligent Trademark Analysis: Experiments in Large-Scale Evaluation of Real...
Intelligent Trademark Analysis: Experiments in Large-Scale Evaluation of Real...
 

Recently uploaded

FinovateEurope 2024 Summary Insights Demos
FinovateEurope 2024 Summary Insights DemosFinovateEurope 2024 Summary Insights Demos
FinovateEurope 2024 Summary Insights DemosMatthew Sinclair
 
Practical Insights into Section 43B(h).pptx
Practical Insights into Section 43B(h).pptxPractical Insights into Section 43B(h).pptx
Practical Insights into Section 43B(h).pptxSrinivasan Anand G
 
2024 Carroll County Agriculture Association Annual Meeting Hall of Fame Photo...
2024 Carroll County Agriculture Association Annual Meeting Hall of Fame Photo...2024 Carroll County Agriculture Association Annual Meeting Hall of Fame Photo...
2024 Carroll County Agriculture Association Annual Meeting Hall of Fame Photo...Miriam Robeson
 
Ecommerce & Pakistan - Analytics & Numbers from the Real Market
Ecommerce & Pakistan - Analytics & Numbers from the Real MarketEcommerce & Pakistan - Analytics & Numbers from the Real Market
Ecommerce & Pakistan - Analytics & Numbers from the Real MarketMudassir Malik
 
OHSAS Standard-ISO-45001-2018-standard.pdf
OHSAS Standard-ISO-45001-2018-standard.pdfOHSAS Standard-ISO-45001-2018-standard.pdf
OHSAS Standard-ISO-45001-2018-standard.pdfVikasKumar11936
 
Stitch Apparels a young, upcoming but highly efficient Apparels production house
Stitch Apparels a young, upcoming but highly efficient Apparels production houseStitch Apparels a young, upcoming but highly efficient Apparels production house
Stitch Apparels a young, upcoming but highly efficient Apparels production houseSohail Ahmed
 

Recently uploaded (7)

FinovateEurope 2024 Summary Insights Demos
FinovateEurope 2024 Summary Insights DemosFinovateEurope 2024 Summary Insights Demos
FinovateEurope 2024 Summary Insights Demos
 
Tethex Cards - Crypto VISA Card - Invest ENGLISH
Tethex Cards - Crypto VISA Card - Invest ENGLISHTethex Cards - Crypto VISA Card - Invest ENGLISH
Tethex Cards - Crypto VISA Card - Invest ENGLISH
 
Practical Insights into Section 43B(h).pptx
Practical Insights into Section 43B(h).pptxPractical Insights into Section 43B(h).pptx
Practical Insights into Section 43B(h).pptx
 
2024 Carroll County Agriculture Association Annual Meeting Hall of Fame Photo...
2024 Carroll County Agriculture Association Annual Meeting Hall of Fame Photo...2024 Carroll County Agriculture Association Annual Meeting Hall of Fame Photo...
2024 Carroll County Agriculture Association Annual Meeting Hall of Fame Photo...
 
Ecommerce & Pakistan - Analytics & Numbers from the Real Market
Ecommerce & Pakistan - Analytics & Numbers from the Real MarketEcommerce & Pakistan - Analytics & Numbers from the Real Market
Ecommerce & Pakistan - Analytics & Numbers from the Real Market
 
OHSAS Standard-ISO-45001-2018-standard.pdf
OHSAS Standard-ISO-45001-2018-standard.pdfOHSAS Standard-ISO-45001-2018-standard.pdf
OHSAS Standard-ISO-45001-2018-standard.pdf
 
Stitch Apparels a young, upcoming but highly efficient Apparels production house
Stitch Apparels a young, upcoming but highly efficient Apparels production houseStitch Apparels a young, upcoming but highly efficient Apparels production house
Stitch Apparels a young, upcoming but highly efficient Apparels production house
 

Product management (at Boost Turku Startup Journey 2015)

  • 1. Startup Journey 2015 Product Management Boost Turku, 2015-07-08 Anna Ronkainen @ronkaine anna.ronkainen@trademarknow.com
  • 2. Look who’s talking Anna Ronkainen -  a lawyer at least on paper (LL.M., U of Copenhagen); also studied EE/CS & linguistics; researcher in computational legal theory (U of Helsinki) – I’ll also be talking to you about intellectual property on Aug 12... -  Chief Scientist and co-founder, TrademarkNow Inc., head of product 2012–2015 -  worked in the software industry since the early 1990s, in project and product management roles since ~2000 -  serious design (especially typography) geek; occasional usability scholar as well
  • 3. About TrademarkNow -  founded in 2012, based in Helsinki, NYC and Kilkenny, now ~30 employees -  products based on an AI model of likelihood of confusion for trademarks, based on my own basic research in computational legal theory (since 2002) -  NameCheck: intelligent TM search -  NameWatch: intelligent TM watch
  • 4. Disclaimer: Everything I’ll say is bullshit – including what I just said!
  • 5. In other words: If what I say doesn’t seem to make sense to you, it’s probably just not applicable to your vertical. Trust your intuition – but also remember to question your assumptions from time to time!
  • 6. Product management in a nutshell http://vooza.com/videos/just-say-no/
  • 7. Of course we’re in favour of automation whenever possible Our latest product management hire (can handle ~90% of all feature suggestions from prospects and customers)
  • 8. Why you should end up saying “no” to most things -  you can’t (and shouldn’t try to) do everything, product focus is crucial -  (most) end-users are not designers: their suggested “improvements” would usually make the product worse -  still, they are indicative of real problems and tell where you should dig deeper to find out what the actual problems are and how to best address them
  • 9. End-users are not designers: You get this...
  • 11. 12 arguments you should say no to 1.  But the data looks good 2.  But it’ll only take a few minutes 3.  But this customer is about to quit 4.  But we can just make it optional 5.  But my cousin’s neighbour said... 6.  But we’ve nothing else planned 7.  But we’re supposed to be allowed to work on whatever we want 8.  But 713,000 people want it 9.  But our competitors already have it 10.  But if we don’t build it, someone else will 11.  But the boss really wants it 12.  But this could be “the one” (from Intercom on Product Management)
  • 12. Design thinking -  Peter Drucker: the job of designers is “converting need into demand” – figuring out what people want and giving it to them (i.e., innovating) -  Tim Brown of IDEO: The challenge for design thinkers is to “help people to articulate the latent needs they may not even know they have” -  desirable, viable, feasible
  • 13. Design thinking tools -  insight: go out into the world and learn from the lives of others -  observation: watch what people do (and do not do) and listen to what they say (and do not say) -  empathy: stand in the shoes of others, connect with their emotions.
  • 16. You can’t outsource product vision The answers to your questions are inside this building. They have to be. But you do have to get out of the building to make sure you are asking the right questions (and to validate your answers)!
  • 17. You can’t A/B test your way to a MVP A/B testing works (at most) for marginal improvements – and even for them only if you have the volume to draw statistically significant conclusions.
  • 18. My/our answer: Build something for yourself (and be your toughest customer) (a.k.a. the Steve Jobs school of product management) Works for (almost) anything:
  • 19. What do you do if you can’t be your own customer -  at least try to pretend: empathy, empathy, empathy! -  do get out of the building – often and a lot -  being an usability geek helps a lot with product design and management, but tends to make your life a hell around poor usability
  • 20. Concrete product design tools -  interviews -  questionnaires -  think-aloud -  personas -  user stories (“as a ____, I want to ____ in order to ____”) -  doing it yourself -  product roadmap -  (A/B tests)
  • 22. Things to consider before saying yes to product features 1.  Does it fit your product vision? 2.  Will it still matter in 5 years? 3.  Will everyone benefit from it? 4.  Will it improve, complement or innovate on the existing workflow? 5.  Does it grow the business? 6.  Will it generate new meaningful engagement? 7.  If it succeeds, can we support and afford it? 8.  Can we design it so that reward is greater than effort? 9.  Can we do it well? 10. Can we scope it well? (from Intercom on Product Management)
  • 23. Be agile, don’t “do Agile®” -  in a larger project, have some sense of overall direction, but don’t think you can design everything at once -  plan for something a sprint, do it, get it out to users, evaluate and plan next iteration -  focus on doing things mindfully, use your common sense as well as your own domain expertise rather than just think following some methodology will solve everything
  • 24. Product management/production cycles -  sprint (1–4 weeks each): work planned, and specified in considerable detail -  current & next quarter: split work into sprint-size chunks, ordered according to critical paths -  roadmap: major features and new products in broad terms per quarter This is usually too much structure to be worth it pre- MVP (unless you’re doing something really really complicated). Also a tool for deciding what not to do! (At least not until...)
  • 25. What do users (really) want?
  • 27. Even B2B products are still bought by people! -  ... you just may have to convince more of them -  but you still have to make them want the product on a personal level (in terms of whatever evaluation framework they are using) -  see the market in terms of Unique Buying States, not just Unique Selling Points
  • 28. Suck threshold (Kathy Sierra: Badass – Making Users Awesome)
  • 31. Resources -  Steve Blank and Bob Dorf: The Startup Owner’s Manual -  Intercom on Product Management (free ebook): https://www.intercom.io/books/product-management -  Mind the Product conference, videos of presentations from past editions at http://www.mindtheproduct.com/category/product-management-videos/ -  ProductCamp, ProductTank meetups (also in Finland) -  Don Norman: The Design of Everyday Things