SlideShare a Scribd company logo
June 3-5, 2014 | Berlin, Germany
Building the Right Thing
Sherif Mansour, Principle Product Manager, Atlassian
Understand the 

problem
Define the

solution
Tell your 

story
Define the
solution
Tell your
story
Understand the 

problem
The Homer
!
public class William extends Persona
{
private static final String jobTitle = "..."

...
1
Focus 

roadmap &
dev
2
Create
better
experiences
3
Improve
marketing
Modelled from interviews
1
Focus 

roadmap &
dev
2
Create
better
experiences
3
Improve
marketing
http://bit.ly/ADG-Personas
Do you really 

understand why?
NO ONE USES
REPORTS
MANY BUGS CONFUSING UI DIDN’T KNOW
why?
MORE
TESTING
BROWSER
SUPPORT
NO DEFAULT
VALUES
NO HELP
NEVER
ANNOUNCED
CLARIFY UI
MORE
TESTING
BROWSER
SUPPORT
NO DEFAULT
VALUES
NO HELP
NEVER
ANNOUNCED
CLARIFY UI
Now Later Not worth it
Personas

Try them. Start interviewing.
Ask “Why?”

Find root of the problem before you get
started.
Understand the 

problem
Define the
solution
Tell your
story
Define the

solution
Tell your
story
Understand the
problem
• Body Level One!
• Body Level One!
• Body Level Two!
• Body Level Two!
• Body Level One!
• Body Level Two
Insert title here
BEFORE
AFTER Spaces People Calendar CreateSpaces
Choose carefully.
FRICTIONFRICTION
your awesome feature
Journey Mapping
<plugin-­‐info>

	
  	
  	
  ...	
  
	
  	
  	
  <param	
  name="post.install.url">/admin/calendar/postinstall.action</param>	
  
	
  	
  	
  	
  ...	
  
</plugin-­‐info>
atlassian-plugin.xml | https://developer.atlassian.com/x/fwAN
https://developer.atlassian.com/x/nIDg
Draw the journey.
fake it

till you
make it
http://developer.atlassian.com/design
fake it

till you
make it
SAVE

$$$
fake it

till you
make it
SAVE

TIME
RIGHT
THING
Choose carefully

Beware of the “domino effect”.
Get the journey right

Map out how someone “enters” and “exists” the
feature.
Get feedback before you start

Fake to validate you are building the right thing.
START
`
Understand the
problem
Define the

solution
Tell your
story
`
Understand the
problem
Define the
solution
Tell your 

story
Hero shot
One-line

pitch
Three 

Pillars
Hero shot
One-line pitch
Three pillars
Build your box
What if I didn’t
have any
documentation?
5 months
20,000unique visitors
20,000
5,000,000+Confluence users
Assume you 

don’t have 

release notes
Even if you’ve got a
flashy video of a 

good looking guy!
Build your box

Hero shot, pitch and three pillars. Before you
start.
Assume no docs

It changes how you build your solution.
`
Understand the
problem
Define the
solution
Tell your 

story
Understand the 

problem
Define the

solution
Tell your 

story
`
Thank you
@sherifmansour!
sherif@atlassian.com

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