Di webinar ini Dhiku akan membawakan materi seputar tips product management, bagaimana proses membangun product digital dengan agile dan data driven. Dimulai dari memahami kebutuhan user, melakukan usability testing, menganalisa data, melakukan prioritas fitur dan perencanaan product roadmap, incremental deployment ke user, sampai evaluasi data untuk pengembangan product yang lebih baik. Oleh http://www.startupbisnis.com dan http://www.codepolitan.com

1. Agile & Data Driven Product
Development
by Hadikusuma Wahab @dhiku
Startupbisnis x Codepolitan Webinar

2. Hadikusuma Wahab
@dhiku
VP Product at KMK Online
Business Process & Intelligence Manager
Java Engineer
liputan6.com, vidio.com, bintang.com, bola.com
Emtek Tbk, Danone, Coca-Cola Amatil
TelkomSigma
Education Background
MBA & Computer Science

3. Principles & Practices
Join us!
http://www.kmklabs.com/careers

4. Requirement!
Mandatory to form a dedicated team member with
clear roles and responsibilities
Product Manager
Data Analyst

5. Why? Digital Product Never Ends.
Once launched, it should be analysed and driven by users and metrics
http://www.slideshare.net/intelleto/rapid-product-design-using-lean-ux-methods-tradecraft-may-2014/26-FULL_TRACK_RAPID_PRODUCT_DESIGN

6. The Formula Guide

7. Understand your users

8. Lean AgileUser Experience
http://www.slideshare.net/intelleto/designing-with-lean-ux-rapid-product-design-ux-lisbon-2014
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9. Define your target users
1. Picture a portrait of your
customer
2. Write some facts demographic,
be specific
3. Brainstorm their behaviour, how
are they solving problem now?
4. Validate! could enough people
like this exist? if not re-do your
work
http://www.slideshare.net/intelleto/rapid-product-design-using-lean-ux-methods-tradecraft-may-2014/26-FULL_TRACK_RAPID_PRODUCT_DESIGN

11. Unique Value Propositions
• Imagine it’s time to launch your product. What is the first
announcing tweet you will send out?
• Writing that can help the team focus their strategy in 140
characters… or less.
https://developers.google.com/design-sprint/downloads/DesignSprintMethods.pdf

12. Envision the uses
Determine if it’s a tier 1 problem or not!

13. Define your business canvas
1
https://leanstack.com/lean-canvas/

14. 2
Define your business canvas
https://leanstack.com/lean-canvas/

15. 3
Define your business canvas
https://leanstack.com/lean-canvas/

16. Define your business canvas

17. Prioritise features

18. More features + More use cases = Good Product

19. Prioritise your features list
This is the MVP!

20. MVP Minimum Viable Product

21. Prioritisation becomes more critical after launch

22. Business development is important
Lets raise some money
Hiring first product manager
http://iamnotaprogrammer.com/what-does-a-product-manager-do.html

23. Prioritise through a roadmap
Define the theme for next 3 months
Breakdown roadmap into concrete release markers

24. http://www.slideshare.net/proyectalis

25. Rarely say yes to feature
requests
• Does it fit your vision?
• Will it improve, complement or
innovate on the existing workflow?
• Does it grow the business?
• Will it generate new meaningful
engagement?
Prioritisation tips
Three buckets of features
• Metrics movers
• Customer requests
• Innovation ideas

26. Ship product

27. Prototype first
• Design sprints are a framework to
solve and test design problems in 2-5
days
• Adapted by Google UX teams, Google
Ventures and Google X
• The sprint gives teams a shortcut to
learning without building and launching
• Ensure the design is simple enough for
your audience

28. Design Sprint
https://developers.google.com/design-sprint/downloads/DesignSprintMethods.pdf

29. Diverge methods
Decide methods
8 ideas in 5 min
Share storyboard on the
whiteboard, do voting on best
ideas, decide what to
prototype
1 big ideas in 5 min 1 storyboard in 5 min
Prototype and validate methods
Create a real-looking version of storyboard and show it to users tomorrow.
https://developers.google.com/design-sprint/downloads/DesignSprintMethods.pdf

33. Usability testing
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34. Usability testing
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35. Measure & optimise

36. Measure what matters
• Define metrics you want to track and start collecting data from your app
• Put event tracking and evaluate features usage
• Have experiments with A/B testing
• Do funnel analysis on key features, check retention users
• Set focused team and commit on KPI Dashboard
• Do retrospective every month
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37. Define metrics

38. Define metrics

39. Event tracking to measure features
Free & Easy Solution
Built-in custom analysis
Event tracking with custom dimensions
Analytics Infrastructure as Services
All data in one place
Track almost everything
Inhouse made Analytics
All data in one place
Track everything you want

40. Map your features
Key features: always make it quantifiably
better for those who use it.
Only small part of users use it: Increase the
adoption rate to get more people to use it.
Lots of users use it but not often: Increase
the frequency to get people to use it more often.
Kill it: admit defeat, and start to remove it from
your product.
qualitative survey and in-site analytics
http://www.slideshare.net/MaximeBraud/road-to-a-great-product-methods-tools-and-hacks/23-Map_your_features_into_4

41. Experiment with A/B Testing
• We do at least 1-2 experiments per week
• Web platform with Google Analytics Experiment,
Mobile apps with Apptimize
• Some experiments
• Compare related article algorithm
• Compare call to action to subscribe newsletter
• Compare front page layout 1 column vs 2 column
• etc

42. Funnel analysis

43. Funnel analysis

44. User retention
dummy data i.e mix panel, google analytics

45. KPI Dashboard
Sample Dashboard by Geckoboard

46. Information Radiator
Image Credit: Luxr Lean UX Metrics

47. Focused team
KMK Labs Focused Team
1.Vidio player team
2.Recommendation team
3.Web team
4.Mobile apps team
1.Consumption team
2.Search team
3.Web team
4.Mobile apps team

48. Your users
Measure & optimise
Prioritise features
Remember, formula guide
Ship product

49. Tools to make life easier
• Manage task list, workflowy, evernote
• Wireframe and prototype, lucidchart, invision, moqups
• Track development status, pivotal tracker, asana
• User feedback, uservoice, survey monkey, intercom
• Analytics, google analytics, mixpanel, appsflyer, optimizely

50. Thank you!