Lessons learnt building web and mobile internet products at ClickDesk, Gaana & Smartapp

1. Art of Product Management
Dinesh Vernekar
@vernekard
Presented at 22nd July, 2016
Times Internet University

2. My Product Journey
Live chat app for SMBs
2012
Music streaming service - Search & apis 2014
Back at Gaana :) 2016
SmartApp - Recharge & recommendation app 2016

3. Summary
1. How to define a product roadmap & select features
2. How to define an MVP for your product
3. When to say ‘NO’
4. Winning back churned users
5. How to be an effective product manager

4. a product manager builds bridges

5. Product managers drive the vision, strategy, design &
execution of their product

6. Set the Vision - why do we pursue something??

7. The product matrix
Vision Design
Strategy Execution
To win one must do two of the above well

8. Amazon - Superior execution, better long term strategy
Apple - Superior design
Facebook - Superior strategy
Other examples?
Box – Superior execution & focus on the enterprise market

9. Define the problem
1. Define your problem - don’t jump to the solution
2. Define your constraints
3. Define your ideal user

10. How to define an MVP
In the web world, we had a minimal viable product - you created a version, got
feedback & iterated fast.
However in the world of apps, we have MINIMAL VIABLE EXPERIENCE
Launch is critical to success:
1. Cut down on features - remove anything not absolutely required
2. Test rigorously - ensure existing workflows are smooth
3. Plan your launch

11. MVP for a money manager app
Let’s create an MVP for a money manager app like Walnut
Who are your users?
What are their needs?
Why can you solve the problem?
How is this approach better?

12. Lessons Learnt:
Smartapp
Proof of concept & functional app
Create version 0 as fast as possible

14. Current version

15. How to be an effective product manager?
Create a compelling vision & then communicate it and enable people to fulfill the
vision
In simpler words:
1. Be Disciplined: stick to your promises
2. Be clear on requirement
3. Win confidence of engineers & team members
4. Go the extra mile to help your team members

16. Focus on your strengths
What are you good at?
A.Technically strong
B.UX & Design
C.Communication
D.Juggling stuff
E.Data & Analytics

17. Creating a framework for decision making
1. Define success - what are your key metrics?
2. Implement tracking
3. Revisit success
4. Create a process to make product decisions

18. Build relationships
My biggest learning in these 5 years has been about the importance of building
relationships & working well as a team
Product Management is a team sport

19. Planning & sprint management
Project management is a big part of your success. Become a pro at execution
Using JIRA?
1. Add user stories
a. User wants to recharge his phone - add details
2. Tag your jira properly - android, ios, analytics, reporting
3. Create boards for individual teams
4. Make it fun - sprints had name - edgy, gutsy, maverick,

20. Backlog - 541 issues

21. When to say NO
Let’s consider you are the product manager for the App - Walnut - it’s a money
Should we build?

22. The wrong reasons to build something
1. Our competitor has it
2. The boss wants it
3. It’s a minor change
4. It will add some Jazz to the product
5. I haven’t pushed any change in the last 3 months

23. Collecting Feedback
1. Quantitative feedback
User information in Analytics
Funnels – user drop-off
1. Qualitative feedback
Talk to your users
Conduct a UX study

24. Focus on data
1. How to build your data skills - some tricks and tips for building stuff
2. How well do you understand Google Analytics?

25. Long term vs short term thinking
1. What’s the immediate return from the change?
2. Is it aligned with our long term goal?

26. Case study: Design a mentor app
Let’s solve an actual problem -
Children learn on a game-like student app at home. They then attend a neighbourhood center, twice a week for a 45
minute session with a mentor who oversees their progress, motivates them to stay up to speed on their work and gets them
to practice via worksheets. That student app captures metrics such as:

27. Product Context:
Children learn on a game-like student app at home. They then attend a neighbourhood
center, twice a week for a 45 minute session with a mentor who oversees their progress,
motivates them to stay up to speed on their work and gets them to practice via worksheets.
That student app captures metrics such as:
● Pre-test scores
● Time spent watching learning video
● Practice item accuracy (out of 15)
● Post test scores
This data, for every child, needs to be reported to the mentor at the center where the child
attends sessions. Each center has pre-determined 10-12 batches, with 10 children per
batch. Based on the score the child gets on the student app, the mentor must get them to
do an activity in the center (see diagram on the right)
The mentor must also market to & sign up new students, collect & manage fee, take student
attendance for each session, update progress on worksheets, maintain records of
expenses, new/existing registrations / leads besides being able to log technical / other
queries with a central support desk. All these workflows / requirements must be
encapsulated into the single window MENTOR APP
User:
The mentor is a 40-50 year woman micro-entrepreneur from a small town like Kovilpatti. Owns a mid-range android device. Can send
emails, use basic excel and is an extensive whatsapp user.
<40%
Score
40-80%
Score
>80%
Score
Repeat
the Shot
Watch
video
Attempt
Worksheet
Attempt
Worksheet
Post test to activity map in the
Session

28. Who is the user?
40-50 year woman micro-entrepreneur from a small town like Kovilpatti. Owns a
mid-range android device. Can send emails, use basic excel and is an extensive
whatsapp user.
What are the limitations?
Low device storage
Slow device with limited performance
Lower resolution

29. Homepage
What can we do better?
What are our users needs?
1. Share & singup new students - add a share button
2. Collect & manage fee - done once a semester - not frequent
3. Take attendance for each session - done every session, 8*12 = In a month
4. Update progress on worksheets
5. Record expenses - often - once every day
6. File tickets with support center - once every few days
7. new / existing registrations -

30. Complete workflow
Create a complete workflow with Invision: Initial flow created with Balsamiq
Open on your phone, share with developer, enjoy
https://invis.io/4A81DIKPT#/175720616_Registration_Menu

31. Case study 2: Money Manager app
Strategic thinking & Vision
Let’s consider the following apps currently in the market -
1. Money View
2. Walnut
3. SmartSpends
4. Beewise
What features/vision would you set for an app like this?

32. Go the extra mile
Send a sample push notification
Integrate a tool in your spare time

33. How to beta test your app
1. Closed Beta testing - Playstore
Using Google+ communities to do beta testing
Adding a list to beta test
1. Open Beta testing
Playstore let’s users opt-in to the

34. Tools :
Problem Tool A Tool B
Attribution Apsalar/Appsflyer Google Analytics
Push Urban Airship Mo-engage
Analytics Google Analytics Amplitude, Mixpanel
Deferred Deep-linking Branch
Customer Support Helpshift
Coupon Engine Demeter(
Beta testing Google Play,
Betafamily.com
Payment PayU RazorPay

35. Prototyping tools
What tool do you use for Prototyping?
1. Balsamiq - great for simple prototype
2. Invision - perfect for the complete layout
3. Sketch - Similar to sketch
4. Pen and paper

36. Getting inspiration from other products
What products inspire you?
My favorite products:
1. Whatsapp - simple & functional
2. Evernote - Another product that’s very very functional
3. Pokemon - ok this is driving me crazy right now.

37. Winning back inactive/churned users
3 channels to connect with users:
1. Email
2. Paid re-engagement
3. Push

38. Paid re-engagement
At Gaana, we want users to discover new songs & engage with content -
1. Push trending & latest songs via facebook re-engagement ads

39. Questions?
The big hairy question

40. Reading recommendations:
1. The Mythical Man month: Adding more engineers doesn’t lead to a faster p
2. The Innovator’s Dilemma: A must read if you want to understand how to look
at the bigger picture
3. How to build habit forming products - Nir Eyal
4. High Output Management - Andy Grove - My favorite book on management
5. https://www.quora.com/What-are-the-must-read-blogs-for-product-managers

41. Thanks for your time.
Special thanks to SmartApp & Gaana teams for helping me learn so much.
Thanks to Amita Nautiyal for this opportunity to talk to you.
Follow me on twitter at twitter.com/vernekard
I’m writing a book on product management, if interested enter your email
You can read more on my blog at https://medium.com/@vernekard

42. References:
Thanks to Sachin Rekhi – art of product management for the product matrix.