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Framework of building successful products: Understand, Identify, Execute

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Digitalzone'18 @ Istanbul, Turkey
Largest Digital Marketing Event In Eastern Europe

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Framework of building successful products: Understand, Identify, Execute

  1. 1. Understand, Identify, Execute Rıza Selçuk Saydam FRAMEWORK OF BUILDING SUCCESSFUL PRODUCTS PRODUCT DESIGN LEAD AT FACEBOOK
  2. 2. Messenger Growth 📈
  3. 3. Messenger Lite ⚡
  4. 4. Messenger Business, Monetization 💰
  5. 5. UNDERSTAND IDENTIFY EXECUTE
  6. 6. UNDERSTAND IDENTIFY EXECUTE
  7. 7. UNDERSTAND IDENTIFY EXECUTE
  8. 8. UNDERSTAND IDENTIFY EXECUTE
  9. 9. Understand your purpose goal
  10. 10. Understand your purpose goal
  11. 11. keyword rank page view traffic time spent likes followers downloads articles in media
  12. 12. keyword rank page view traffic time spent followers downloads articles in media Metrics are NOT your goals.
  13. 13. Why? Why? Why? Why? Wh
  14. 14. Why? Why? Why? Why? Why? W
  15. 15. State your mission
  16. 16. AIRBNB Help creating a world where you can belong anywhere
  17. 17. Give people the power
 to build community 
 and bring the world closer together. FACEBOOK
  18. 18. Tudor Ice Company & "Ice King" Frederic Tudor
  19. 19. Articulate your value proposition, problem you're solving for people
  20. 20. Set mission-driven goals
  21. 21. Define specific results that are achievable and measurable
  22. 22. Measure your progress
  23. 23. Todo List App - Example • Help people efficiently get things done together • A cloud-based collaborative task management app • Create and share a task • % of users who share a task 3+ times a day per week
  24. 24. % of users who share a task 3+ times a day per week
  25. 25. % of users who share a task 3+ times a day per week
  26. 26. % of users who share a task 3+ times a day per week
  27. 27. % of users who share a task 3+ times a day per week
  28. 28. % of users who share a task 3+ times a day per week
  29. 29. % of users who share a task 3+ times a day per week
  30. 30. A good metric is... • Clear and specific: Desired user behavior, key action • Normalized: Rate or ratio • Comparable: Time-stamped, captured regularly • Actionable: Shows real progress, not vanity % of users who share a task 3+ times a day per week
  31. 31. Help you have meaningful social interactions with people you care about FACEBOOK NEWSFEED
  32. 32. Help you have meaningful social interactions with people you care about FACEBOOK NEWSFEED
  33. 33. Help you have meaningful social interactions with people you care about FACEBOOK NEWSFEED
  34. 34. Help you have meaningful social interactions with people you care about FACEBOOK NEWSFEED
  35. 35. Help you have meaningful social interactions with people you care about MISSION
  36. 36. Your metrics should be as unique as your business.
  37. 37. Homework #1 - Understand • Use the project you're working on right now • What is your team's core purpose? • What is the goal of the project? Why does it matter? • How do you measure your progress? • Did everyone in your team write the same things?
  38. 38. UNDERSTAND IDENTIFY EXECUTE
  39. 39. Identify the best opportunities
  40. 40. DON'T work on random stuff
  41. 41. DON'T work on random stuff & say "No".
  42. 42. Learn what worked well failed
  43. 43. Learn what worked well failed
  44. 44. Break the problem into smaller pieces
  45. 45. Rigorously define people problems
  46. 46. Leverage research
  47. 47. Help people instantly communicate with
 their friends MISSION
  48. 48. Help people instantly communicate with
 their friends MISSION
  49. 49. Increase the percentage of monthly active people with push token GOAL
  50. 50. people without
 push token
  51. 51. logged out
  52. 52. "I can't get new message notifications from friends when my husband is using my phone." PEOPLE PROBLEM
  53. 53. Log Out
  54. 54. Log Out Switch Account
  55. 55. Log Out Switch Account
  56. 56. Log Out Switch Account
  57. 57. Increase the percentage of monthly active people with push token GOAL
  58. 58. Help people instantly communicate with
 their friends MISSION
  59. 59. Active Now
  60. 60. Active Now
  61. 61. Homework #2 - Identify • Use the same project • Have you looked at everything you’ve learned? • Did you breakdown the problem into smaller pieces? • Which pieces did you choose not to tackle? • What is the people problem you're solving?
  62. 62. UNDERSTAND IDENTIFY EXECUTE
  63. 63. Execute the plan perfectly
  64. 64. Rally your team around a common goal
  65. 65. Better process Better communication Better relationships/trust Better product
  66. 66. Homework #3 - Execute • Use the same project • What are the top three priorities for the project?
 
 (Whether yours or another team member's) • Did everyone on the team answer these exactly the same and in the same order?
  67. 67. UNDERSTAND IDENTIFY EXECUTE
  68. 68. Understand your goal, people pro Identify best opportunities to wo Execute perfectly on the plan, foc
  69. 69. QUESTION EVERYTHING ALWAYS
  70. 70. Thank You Rıza Selçuk Saydam rss@fb.com

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