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ESSENTIAL
Questionsfor
product
people
compiledbyFuntoAkinbisehin
Imagine the Product Development Cycle as you start your product
management journey, what questions would you ask to help you
succeed in your job.considering your responsibilities some of which are
captured below
Understand the strategy and strategic direction for your produc
Writing out and documenting your strategy
Defining your roadmap with input from your stakeholder
Work closely with your engineering team to prioritise and create
valu
Understanding of your market and competitive landscape
IDEATION
Atthisstageyouarejuststartingto
thinkaboutyourproblemspace.
Youwanttofindyourproduct
marketfitandunderstandifyour
ideaisviable.


Severalscenariosareconsideredto
helpdrivethishome.Andsowe
willlookatdifferentscenariosthat
theProductManagersfunctionsare
criticaldependingontheindustry
ortypeofproductyouarebuilding
forusers.
What problem are we
trying to solve?
IDEATION STAGE
Imagine you're the product manager for a
mobile solution designed to help people
manage their daily tasks more effectively. The
problem you're trying to solve is not just about
creating another task management tool; it's
about understanding the struggles people face
in organizing their day, prioritizing tasks, and
finding a balance between work and personal
life.

For example Ebi Atawodi, YouTube Product
Director on Lenny’s podcast talked about
identifying your product’s top 10 problems,
writing them down and always going through
the list to prioritise the one to solve quickly.


www.pmafrica.co
Who are the potential
users?
Let's consider an example of a savings &
investment solution to illustrate the range of
potential users:

A recent Graduate: Teni, in her early 20s, has just
started her first job and is new to managing
finances. She's looking for an easy-to-use
solution that can help her start saving and learn
basic investment.


The retired teacher: Baba, Now in his 70s, wants
a secure way to manage his retirement funds. He
prefers a platform with easy access to financial
advisors and clear information about safe
investment. 

IDEATION STAGE
www.pmafrica.co
How will this solution
positively impact
users? 

As a product manager in EdTech looking after a
solution designed to cater to diverse learning
needs.

Interactive Learning Modules for Students:
Louis, a Secondary School Student struggles with
traditional textbook learning. The platform offers
interactive modules with engaging content like
videos and quizzes making learning more
enjoyable and effective for him.

Customizable Lesson Plans for Teachers: e.g.,
Mr. Ben, a secondary School Science Teacher can
use the platform to create customized lesson
plans that align with his curriculum.
IDEATION STAGE
www.pmafrica.co
Are there other
solutions out there?

Let’s consider a Loan Application Platform
automating the loan approval process. Analysing
other loan application solutions, can help you
better understand the landscape in which your
product will exist
Do Market Research and Competitive
Analysis:

List out existing loan application solutions

Examine the features and unique offering
Identify Industry Trends and Best Practices

Stay Updated with Industry Report
User Needs and Pain Points

Conduct User Surveys and Interviews

IDEATION STAGE
www.pmafrica.co
Asaproductmanagerdevelopingaseller
platform,differentiatingyoursolutionina
competitivemarketiscrucial.

Jumiaforexamplehasgrowntobecomeoneof
Africa'smostprominente-commerceplatforms
bydoingthefollowing
Havingalocalisedapproac
DiversePaymentSolutions-JumiaPay,Cash
onDeliver
InnovativeDeliveryandLogistics:Localized
DeliverySolutions,JumiaExpress
Mobile-firstStrategy


Whatwillmakeour
solutiondifferent?

IDEATIONSTAGE
www.pmafrica.co
Does the proposed
solution align with our
commercial goals? 

As a product manager for an international payment
application e.g. LemFi, I will think of the following
Understanding the Business Strateg
Doing a Market Analysi
Financial Modeling and Feasibilit
User-Centric Design and Validation - prototyping
& user testing
Performance Metrics and KPIs - such as
transaction volume, customer satisfaction, user
acquisition

IDEATION STAGE
www.pmafrica.co
What key features are
required? 

As a product manager for a modern Yellow Pages
type solution, your aim is to create a directory
that is not only comprehensive but also user-
friendly and relevant in today's digital age.


Essential features include
Comprehensive and Searchable Listing
User-Friendly Interfac
Ratings and Review
Maps and Geolocatio
Business Analytic
User Account Managemen
Reliable and Up-to-Date Information


IDEATION STAGE
www.pmafrica.co
Do we have the
capabilities and
resources to execute?

Building an online banking system is a complex
and resource-intensive endeavour.

To evaluate your readiness as a team, the
following need to be considered
Technical Capabilitie
Compliance and Regulatory Knowledg
Financial Resource
Market Researc
Scalability and Future Growt
Customer Support and Service


IDEATION STAGE
www.pmafrica.co
Business viability - how
viable is the product we
are building?

For example to consider viability risk is M-Pesa, a
mobile phone-based money transfer service,
payments, and micro-financing service.


The following were assessed
Market Demand and User Adoptio
Regulatory Complianc
Technological Infrastructur
Financial Inclusion and Accessibilit
Cultural and Behavioral Factor
Competition

IDEATION STAGE
www.pmafrica.co
How might the
solution fail?

As a product manager for an online dating site,
it's crucial to anticipate potential failure points to
mitigate risks and devise strategies for success


Here are some key areas where you can
encounter issues
Poor User Experienc
Privacy and Security Concern
Poor Market Fit or Differentiatio
Ineffective Communication and Suppor
Technical Limitation
Scaling and Performance Issues
IDEATION STAGE
www.pmafrica.co
How can we test our
ideas? 

For a product manager developing a logistics
platform, testing and validating your ideas is a
critical step in ensuring the product meets market
needs and is viable.

Here are some strategies that can be used
Building a Minimum Viable Product (MVP
Prototypin
A/B Testin
Analytics and Metric
Feedback Loops



IDEATION STAGE
www.pmafrica.co
Design&Development
Ooohexciting,youarenowinthe
designanddevelopmentphase,
workingcloselywithproduct
designersandengineers.
Prototyping,validatingyour
designs..Whatquestionsdoyou
needtoask?


Wewillstillcontinuetolookat
productfunctionsfordifferent
rolesorindustries.
What metrics can I
begin to measure and
track?
Metrics.. very important. As a Product Manager, it
is part of measuring the performance of your
product.

For a mobile solution for video streaming you
want to track some of the following
User Engagement Metrics: Average Session
Duration, Video Watch Tim
Content Performance Metrics: Most Viewed
Content, Content Retention Rat
User Experience Feedback: User Ratings and
Reviews, Net Promoter Score (NPS
Conversion and Monetization Metrics:
Freemium to Premium Conversion Rate,
Revenu
DESIGN & DEVELOPMENT STAGE
www.pmafrica.co
Do the designs and
prototypes meet our
goals?
For a platform connecting farmers to buyers,
here's a guide to evaluate if your designs and
prototypes are meeting your objectives
Define Clear Objectives and Success Metric
User Testing and Feedback: engage both
buyers and farmers to get feedbac
Usability Testing: consider the users and
understand their user experience
Accessibility and Inclusivity: especially
considering the diverse backgrounds and
tech-savviness of farmers
DESIGN & DEVELOPMENT STAGE
www.pmafrica.co
Who can we test our
prototypes with?
For example, testing a payroll solution prototype
effectively requires involving a variety of
stakeholders to ensure comprehensive feedback.

Here's a list of potential test groups
Small to Medium Business Owner
HR Managers and Payroll Administrator
Employees (End-Users)


For effective testing us
Diverse scenarios - benefit plans, tax
deductions
Feedback mechanism - for collecting and
analysing dat
Iterative testing - based on feedback from
users and retest
DESIGN & DEVELOPMENT STAGE
www.pmafrica.co
Are our Engineers
able to build this
solution?
As a Product Manager, it is important to think
about the feasibility. This is what Marty Cagan ih
his book “Inspired” referred to as Feasibility Risk.


Building payment platform for example, you want
to be sure that you have a team that has an
understanding about payments, payment
gateway integrations , APIs , security & fraud
prevention, 


DESIGN & DEVELOPMENT STAGE
www.pmafrica.co
How usable is the
solution we are
building?
Testing the usability of an efficient cross-border
transactions solution is a critical step in ensuring that
the product meets the needs of its diverse user base 

Some of the things to consider
Define Key Usability Metrics - Ease of use,
transaction speed, error/success rat
Create User Persona
Conduct User Testin
A/B Testin
Language and Localization Testin
Test on Multiple Devices and Platform
Legal and Compliance Chec
Monitor and Analyze Feedback
DESIGN & DEVELOPMENT STAGE
www.pmafrica.co
How does performance
measure up?
As a product manager for an online learning platform
targeted at secondary school students, measuring
performance involves evaluating various aspects of the
platform to ensure it meets the educational needs and
goals of its users.


Key areas to measure performance
User Engagemen
Learning Outcome
User Experience and Satisfactio
Technical Performanc
Content Quality and Relevanc
Scalability and Growt
Commercial Performance
DESIGN & DEVELOPMENT STAGE
www.pmafrica.co
What gaps or bugs
exist?
Identifying gaps or bugs in a social networking
solution is a critical responsibility of a product
manager.

Here’s a structured approach to uncover these issues
User Feedback - surveys, user interview
Beta Testing - beta testing groups, crowdsourcin
Analytics and Data Analysis - error trackin
Usability Testing - A/B testin
Quality Assurance (QA) Testin
Performance Monitoring - load testing
Competitive Analysis - market trends,
benchmarkin
Internal Feedback Loop - Feature Requests
Tracking

DESIGN & DEVELOPMENT STAGE
www.pmafrica.co
Doestheproductworkacross
allrequiredplatformsand
browsers? 

AsPMlookingafteranyproductensuringthat
yoursolutioniscompatibleacrossallrequired
platformsandbrowsersinvolvesafewkeysteps
Identifybrowsersthatarecommonlyusedby
yourcustomers.
Utilizetoolsdesignedfortestingacross
multipleplatformsandbrowsers
Ensurethatyourwebapplicationorwebsite
isresponsive
Continuousintegratio
Userfeedbackiskeytoo




DESIGN&DEVELOPMENTSTAGE
www.pmafrica.co
How does the solution
impact systems & ops?
Assuming you are PM of a train ticketing/booking
team, there are things that need to be considered in
understanding the impact of the solution on ops.

Here's a structured strategy to assess the impact
User Experience Analysis: e.g. how does the
booking system affect user experience
System Performance Monitoring: check the
system’s performance such as load time
Data Analytics and Reporting: such as booking
volumes, peak usage times, and revenue
generation
Integration with Other Systems: booking system
integration with other systems e.g., payment
gateways
Market and Competitor Analysis
DESIGN & DEVELOPMENT STAGE
www.pmafrica.co
What outstanding
decisions need to be
made?
Aa a PM who has recently launched an accounting
software, effectively identifying and addressing
outstanding decisions is crucial for the product's
success and continual improvement. To ensure you
cover all necessary aspects do the following
Review the Product Roadmap and Strateg
Gather and Analyse User Feedbac
Check with Customer Support and Sales Team
Coordinate with the Development Tea
Monitor Key Performance Indicators (KPIs
Evaluate Market and Competitive Landscap
Do Regulatory and Compliance Chec
Review Feedback from Stakeholders
DESIGN & DEVELOPMENT STAGE
www.pmafrica.co
Is our timeline
realistic?
This is an important question every great product
manager should ask when building a new feature


Track progress closely to estimate a realistic
timeline as unknowns surface. Adjust scope or
resources if needed.


Regularly reassess the timeline throughout the
product development, considering stakeholder
feedback, changes in scope, and any unexpected
challenges.

Also provide regular feedback to all stakeholders
so they are carried along.


DESIGN & DEVELOPMENT STAGE
www.pmafrica.co
What feedback do we
have from users?

A great product manager will incorporate
qualitative user feedback into iterations and
impact priorities. To do this effectively, schedule
time with your users and do this in partnership
with a user researcher (if available)


To gather feedback from users, you can employ
various methods and channels to ensure a
comprehensive understanding of their
experiences and opinions. - surveys, user
interviews, NPS surveys. 


DESIGN & DEVELOPMENT STAGE
www.pmafrica.co
Launch
Hurray!Welldone!Bravo!Youhave
overcomethehurdles.Your
producthasnowbeenlaunched
andIbetyou’refightingfiresand
workingdayandnighttomake
surethatyourstakeholdersare
happy.


CaseStudy:

AsaProductManagerforaride
sharingsolution,youhaverecently
launchedanewfeaturetoallow
usersselectcustomizableride
preferences:preferredvehicletype.
Is everything fully tested
and ready for launch?

As a Product Manager preparing to launch the
preferred vehicle type feature, you can follow these
steps
Define Test Scenarios: Identify key use cases for
the preference
Beta Testing: inviting a selected group of users to
test and collect feedbac
Usability, Performance, Compatibility and
Regression Testing are important
Documentation: update documentation to
include new featur
User Education: educate users on new feature
Monitoring and Feedback Loop: to help gather
issues/feedback.

LAUNCH STAGE
www.pmafrica.co
Resolve all issues before
making the product/
feature widely available.

This is critical for the product manager to do. There
are certain things to consider when releasing a new
feature some of which are captured below
Identify and Prioritize Issues: what are the
known issues
Develop a resolution pla
Collaborate with Cross-Functional Team
Implement Fixes and Enhancement
Gather Feedback and Monitor Impact
Communication with Stakeholders
LAUNCH STAGE
www.pmafrica.co
Are our systems
monitored?

As a product manager, you want to ensure that you
have technical monitors and alerts in place in case of
issues or outages post-launch. 

This should be done in partnership with engineers/
developers. 

Use tools as recommended by the team such as
Nageos, New Relic depending on the organisation.

Request for access or a way to see how your systems
are being monitored.

Proactively instrumenting, analysing, and acting on
monitoring across critical areas increases visibility
into the health and performance of systems. 

LAUNCH STAGE
www.pmafrica.co
Are stakeholders
aligned on launch?

To ensure alignment among stakeholders for the launch
of the vehicle preference selection feature
Communicate: Clearly communicate the purpose,
benefits, and functionality of the new featur
Stakeholder workshops: to gather key input
Define Key Metrics: collaborate with stakeholders
to define the metrics to track/measure succes
Demo prototype: allow stakeholders engage with
the prototype to solicit feedbac
User Feedback Mechanism: create this channe
Launch readiness check: Do this with stakeholder
Continuous communication


LAUNCH STAGE
www.pmafrica.co
What is the rollout/
adoption plan? 

Rolling out vehicle preferences feature requires a
well-planned and phased approach.


Phase 1: Internal Testing and Feedback:
conduct thorough testing, create a feedback loop

Phase 2: Limited User Testing: select user
group, user training

Phase 3: Soft Launch: geographic rollout,
marketing campaign

Phase 4: Full-Scale Launch: gradual expansion,
comprehensive marketing, user education.

Phase 5: Monitoring and Optimisation:
continuous optimisation, scale infrastructure.



LAUNCH STAGE
www.pmafrica.co
What is the public
communications plan?
A comprehensive public communications plan is
crucial for the successful launch. Here's a suggested
list of things to consider
Pre-Launch Teaser
Announcement Blog Pos
In-App Notification
Social Media Blit
Influencer Collaboration
User Education Materia
Analytics and Feedback Analysi
Post-Launch Surveys


LAUNCH STAGE
www.pmafrica.co
How will we measure
success?
Measuring the success of the launch of vehicle
selection preferences involves assessing various
key performance indicators (KPIs) and user-
centric metrics and some metrics to track are
Adoption Rat
User Feedback and Satisfactio
Usage Pattern
Conversion Rate
App Engagemen
Revenue Impact

By regularly assessing these metrics, one can gain
insights into the success of the new feature,
identify areas for improvement, and make data-
driven decisions to enhance the user experience.
LAUNCH STAGE
www.pmafrica.co
What is the customer
onboarding experience?
Crafting an effective customer onboarding experience
for the vehicle selection preferences feature involves a
strategic and user-friendly approach
Introduction and Education: users should receive
a welcome message and educational content
Profile Setu
Consider offering incentives for Onboardin
Communication: Send clear and informative push
notifications to guide users
Feedback Loop: include feedback mechanis
Offer User Support:

Regularly gather user feedback to refine the
onboarding process and enhance overall user
satisfaction.


LAUNCH STAGE
www.pmafrica.co
How will we capture
user feedback?
Capturing user feedback for the new feature requires
a thoughtful and systematic approach. Here's a plan
to effectively collect and utilize user feedback
In-App Feedback Mechanis
Send out Surveys and create Poll
Create Email Survey
Incorporate Ratings and Reviews within the ap
Analytical Data to track interactions with the ap
Enable a bug reporting featur
Establish a process to receive Iterative Feedback
Loops

By implementing these strategies, you create multiple
avenues for users to share their thoughts on the
Vehicle Selection Preferences.
LAUNCH STAGE
www.pmafrica.co
How will we monitor
critical issues?
Monitoring critical issues for the launch of the new
feature involves implementing a robust system to
quickly identify, track, and address any issues that
may impact user experience or system stability

To monitor critical tools utilise the following
Real-Time Monitoring Tool
Error Logging and Reportin
User Feedback Analysi
Customer Support Collaboratio
User Impact Assessment

By implementing these monitoring strategies, you
ensure a proactive approach to identifying and
resolving critical issues associated with the launch.



LAUNCH STAGE
www.pmafrica.co
What are our next
priority features and
improvements?
Determining the next priority features and
improvements for the ride-sharing app involves a
strategic approach to address user needs, enhance
functionality, and stay competitive. This can be done
done through some of the following
User Feedback Analysi
Data-Driven Insight
Competitor Analysi
Market Trends and Innovation
Strategic Roadmappin
Feature Impact Assessment
User Testing and Validatio
Feedback Loop Closure

LAUNCH STAGE
www.pmafrica.co
How often will we
review metrics?
Regular and systematic review of metrics is crucial for
assessing the performance and impact of the ride-
sharing app. Here's a suggested frequency and
approach for reviewing metrics
Daily Monitorin
Weekly Metrics Revie
Bi-weekly or Sprint Revie
Monthly Performance Metric
User Feedback Analysi
Continuous Improvement Iterations


Regular reviews allow for timely identification of issues,
optimization opportunities, and alignment with the
overall business strategy.
LAUNCH STAGE
www.pmafrica.co
The critical period immediately
after a new product officially
becomes available to customers
and users. It's a pivotal moment,
and these are some key questions
that you should be asking.


Case Study:

As a Product Manager for a ride
sharing solution, you have recently
launched a new feature to allow
users select customizable ride
preferences: preferred vehicle type
and you want to understand how
users are interacting with the
product. It’s the time to do an
impact assessment.
Post - Launch - Improve
Post - Launch - Improve
What is our current
performance against key
business objectives?
To assess the current performance against key
business objectives for the ride-sharing app, some
steps you'll need to follow are captured below
Define Key Business Objectives: e.g. retentio
Identify Key Performance Indicators (KPIs):
retention can be assessed through user
engagement metrics
Gather Relevant Data: reports, user feedbac
Analyse User Feedbac
Evaluate Performance Metric
Benchmark Against Competitor
Check the alignment with Strategic Goal
Identify Opportunities and Challenge
Establish a feedback loop




POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
Where should we
double down on
engagement?
To identify areas to double down on engagement,
consider the following steps
Analyse user data and engagement metric
Gather feedback from users regarding their
experience
Segment users based on different criteri
Evaluate the performance of individual app
featur
Benchmark the app's engagement metrics
against industry standards or competitor
Explore opportunities for personalization
within the ap
Conduct A/B testing on different aspects of the
app
POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
Where are users getting
stuck or dropping off?
To identify where users are getting stuck or dropping
off after launching the new feature, you can employ
several strategies
Implement surveys or feedback mechanism
Utilise analytics tools to track user journeys
related to the new feature
Conduct A/B testing with variations of the new
feature
Monitor error logs and tracking systems for any
issues or bugs associated with the new featur
Conduct usability testing focused on the featur
Collaborate with cross-functional teams to
address issues
Benchmark the feature against similar features
in competitor apps.
POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
What unexpected
issues have emerged?
To gather insights into any issues, you would need to
Check user reviews and feedback everywher
Examine customer support tickets and
interactions related to the new featur
Monitor Analytics and Metrics and look for
patterns that identify issue
Collaborate closely with the development team to
review any issues or challenges
Review the overall performance of the new
feature and any impact on KPIs
Conduct competitor analysis to understand
similar features
Establish a feedback loop within your
organization to gather insights.
POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
How can we simplify and
improve the user
experience?
To simplify and improve the user experience (UX) for
the recently launched feature, consider the following
steps
User Feedback Analysis: Identify common
themes / pain point
Conduct user interviews to gain deeper insight
Simplify User Interface: declutter the U
Enhance the onboarding process to guide user
Ensure that the feature is accessible to users with
different abilities.


Do all this will lead to increased user satisfaction and
engagement.


POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
What risks or tech debt
should be addressed?
Since launching the new feature, it's crucial to assess
risks and technical debt that may have emerged. Here
are ways to identify and address potential risks and
debt
Conduct a Post-Launch Analysi
Evaluate the technical debt incurred during the
development and launc
Review performance metrics such as response
times, server load an error rates
Analyse user feedback specifically related to
problems encountered with the new feature
Identify and monitor critical paths within the
feature
Prioritize identified risks and technical debt in the
product backlog.
POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
Are there new user
needs to address?
Post-launch, identifying new user needs is crucial
for ongoing product improvement. Here are steps
to determine if there are emerging user needs
Analyse user feedback from various channel
Create surveys or feedback forms especially
for users that have interacted with the new
featur
Utilise analytics tools to track user
interactions with the new feature
Conduct user interviews or organize focus
groups to gather insight
Stay informed about developments in
competitor product
Adopt an iterative development approach,
releasingnew features based on user feedback
and evolving needs
POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
What features are users
requesting for the most?
To determine the features that users are requesting
the most since launching the new feature, consider
implementing the following strategies
Conduct user interviews & discovery session
Regularly review and update the product
roadmap based on user feedback and feature
requests
Implement surveys or feedback forms that
specifically focus on gathering feature requests
Analyse usage analytics to understand how users
interact with the new feature
Organise prioritisation workshops with relevant
stakeholders to discuss and rank feature requests
POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
How can we ensure we
are prioritising the
right features?
Regularly reassess and adjust priorities based on
evolving user needs and market dynamics. You can
consider the following strategies
Continue analysing user feedback, reviews, and
comments post-launch
Leverage usage analytics to understand how
users interact with the new feature
Align feature prioritization with KPI
Assess the impact of potential features on the
overall product
Regularly benchmark your product against
competitors
Conduct regular reviews of the product roadmap
in alignment with strategic goals.


POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
What blockers are
slowing down our
team?
By implementing these strategies, you can create an
environment where team members feel empowered
to identify and address blockers collaboratively
Conduct regular retrospectives with your
development team to specifically identify and
discuss blockers
Encourage team members to not only identify
blockers but also propose potential solution
Prioritize identified blockers based on their
impact on project timelines and goals
Instill a culture of continuous improvement
within the team
Establish feedback loops within the team and
with external stakeholders.

POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
How can we accelerate
our roadmap?
This requires a strategic and collaborative
approach. Here are key strategies to consider
Conduct a thorough assessment of the product
post-launch
Leverage user feedback to iterate on the product
Embrace agile methodologies such as Scrum or
Kanban
Implement a prioritization framework to identify
and prioritize features that align with business
goals
Maintain a flexible roadmap that can adapt to
changing priorities and market dynamics
Foster a culture of continuous learning and
improvement within the team.
POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
Is our solution still
differentiated?
Consider the following strategies to assess and
maintain differentiation
Conduct a thorough competitive analysi
Gather user feedback on the newly launched
vehicle selection feature
Revisit your product's unique selling
proposition
Explore opportunities to introduce innovative
features that competitors do not offer
Evaluate the user experience of the new
feature compared to competitors
Stay informed about industry trends and
evolving user preferences
Leverage data-driven insights to understand
user behavior and preferences.
POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
Are there tech
innovations to leverage?
There are several tech innovations to consider
leveraging the new feature to enhance its
functionality, user experience, and overall
performance
Consider implementing machine learning
algorithms to analyse user preferences and
behaviours
Explore the use of augmented reality to allow
users to visualize selected vehicles in real-world
environments

Regularly assess emerging technologies to stay at the
forefront of innovation in the automotive and
technology space.
POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co
How do users perceive
the recent changes?
Solicit feedback on latest releases to ensure changes
hit the mark with users. You can employ a
combination of qualitative and quantitative methods
Create surveys to gather feedback directly from
users
Implement In-App Feedback Mechanis
Conduct user interviews to delve into user
perceptions
Monitor App Store Reviews and Ratings
Implement NPS surveys
Benchmarking Against Competitors
If applicable, conduct A/B testing to compare user
interactions with the versions.
POST - LAUNCH - IMPROVE STAGE
www.pmafrica.co

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Essential Questions for Product People.pdf

  • 1. ESSENTIAL Questionsfor product people compiledbyFuntoAkinbisehin Imagine the Product Development Cycle as you start your product management journey, what questions would you ask to help you succeed in your job.considering your responsibilities some of which are captured below Understand the strategy and strategic direction for your produc Writing out and documenting your strategy Defining your roadmap with input from your stakeholder Work closely with your engineering team to prioritise and create valu Understanding of your market and competitive landscape
  • 3. What problem are we trying to solve? IDEATION STAGE Imagine you're the product manager for a mobile solution designed to help people manage their daily tasks more effectively. The problem you're trying to solve is not just about creating another task management tool; it's about understanding the struggles people face in organizing their day, prioritizing tasks, and finding a balance between work and personal life. For example Ebi Atawodi, YouTube Product Director on Lenny’s podcast talked about identifying your product’s top 10 problems, writing them down and always going through the list to prioritise the one to solve quickly. www.pmafrica.co
  • 4. Who are the potential users? Let's consider an example of a savings & investment solution to illustrate the range of potential users: A recent Graduate: Teni, in her early 20s, has just started her first job and is new to managing finances. She's looking for an easy-to-use solution that can help her start saving and learn basic investment. The retired teacher: Baba, Now in his 70s, wants a secure way to manage his retirement funds. He prefers a platform with easy access to financial advisors and clear information about safe investment. IDEATION STAGE www.pmafrica.co
  • 5. How will this solution positively impact users?  As a product manager in EdTech looking after a solution designed to cater to diverse learning needs. Interactive Learning Modules for Students: Louis, a Secondary School Student struggles with traditional textbook learning. The platform offers interactive modules with engaging content like videos and quizzes making learning more enjoyable and effective for him. Customizable Lesson Plans for Teachers: e.g., Mr. Ben, a secondary School Science Teacher can use the platform to create customized lesson plans that align with his curriculum. IDEATION STAGE www.pmafrica.co
  • 6. Are there other solutions out there? Let’s consider a Loan Application Platform automating the loan approval process. Analysing other loan application solutions, can help you better understand the landscape in which your product will exist Do Market Research and Competitive Analysis: List out existing loan application solutions Examine the features and unique offering Identify Industry Trends and Best Practices Stay Updated with Industry Report User Needs and Pain Points Conduct User Surveys and Interviews IDEATION STAGE www.pmafrica.co
  • 8. Does the proposed solution align with our commercial goals?  As a product manager for an international payment application e.g. LemFi, I will think of the following Understanding the Business Strateg Doing a Market Analysi Financial Modeling and Feasibilit User-Centric Design and Validation - prototyping & user testing Performance Metrics and KPIs - such as transaction volume, customer satisfaction, user acquisition IDEATION STAGE www.pmafrica.co
  • 9. What key features are required?  As a product manager for a modern Yellow Pages type solution, your aim is to create a directory that is not only comprehensive but also user- friendly and relevant in today's digital age. Essential features include Comprehensive and Searchable Listing User-Friendly Interfac Ratings and Review Maps and Geolocatio Business Analytic User Account Managemen Reliable and Up-to-Date Information IDEATION STAGE www.pmafrica.co
  • 10. Do we have the capabilities and resources to execute? Building an online banking system is a complex and resource-intensive endeavour. To evaluate your readiness as a team, the following need to be considered Technical Capabilitie Compliance and Regulatory Knowledg Financial Resource Market Researc Scalability and Future Growt Customer Support and Service IDEATION STAGE www.pmafrica.co
  • 11. Business viability - how viable is the product we are building? For example to consider viability risk is M-Pesa, a mobile phone-based money transfer service, payments, and micro-financing service. The following were assessed Market Demand and User Adoptio Regulatory Complianc Technological Infrastructur Financial Inclusion and Accessibilit Cultural and Behavioral Factor Competition IDEATION STAGE www.pmafrica.co
  • 12. How might the solution fail? As a product manager for an online dating site, it's crucial to anticipate potential failure points to mitigate risks and devise strategies for success Here are some key areas where you can encounter issues Poor User Experienc Privacy and Security Concern Poor Market Fit or Differentiatio Ineffective Communication and Suppor Technical Limitation Scaling and Performance Issues IDEATION STAGE www.pmafrica.co
  • 13. How can we test our ideas?  For a product manager developing a logistics platform, testing and validating your ideas is a critical step in ensuring the product meets market needs and is viable. Here are some strategies that can be used Building a Minimum Viable Product (MVP Prototypin A/B Testin Analytics and Metric Feedback Loops IDEATION STAGE www.pmafrica.co
  • 15. What metrics can I begin to measure and track? Metrics.. very important. As a Product Manager, it is part of measuring the performance of your product. For a mobile solution for video streaming you want to track some of the following User Engagement Metrics: Average Session Duration, Video Watch Tim Content Performance Metrics: Most Viewed Content, Content Retention Rat User Experience Feedback: User Ratings and Reviews, Net Promoter Score (NPS Conversion and Monetization Metrics: Freemium to Premium Conversion Rate, Revenu DESIGN & DEVELOPMENT STAGE www.pmafrica.co
  • 16. Do the designs and prototypes meet our goals? For a platform connecting farmers to buyers, here's a guide to evaluate if your designs and prototypes are meeting your objectives Define Clear Objectives and Success Metric User Testing and Feedback: engage both buyers and farmers to get feedbac Usability Testing: consider the users and understand their user experience Accessibility and Inclusivity: especially considering the diverse backgrounds and tech-savviness of farmers DESIGN & DEVELOPMENT STAGE www.pmafrica.co
  • 17. Who can we test our prototypes with? For example, testing a payroll solution prototype effectively requires involving a variety of stakeholders to ensure comprehensive feedback. Here's a list of potential test groups Small to Medium Business Owner HR Managers and Payroll Administrator Employees (End-Users) For effective testing us Diverse scenarios - benefit plans, tax deductions Feedback mechanism - for collecting and analysing dat Iterative testing - based on feedback from users and retest DESIGN & DEVELOPMENT STAGE www.pmafrica.co
  • 18. Are our Engineers able to build this solution? As a Product Manager, it is important to think about the feasibility. This is what Marty Cagan ih his book “Inspired” referred to as Feasibility Risk. Building payment platform for example, you want to be sure that you have a team that has an understanding about payments, payment gateway integrations , APIs , security & fraud prevention, DESIGN & DEVELOPMENT STAGE www.pmafrica.co
  • 19. How usable is the solution we are building? Testing the usability of an efficient cross-border transactions solution is a critical step in ensuring that the product meets the needs of its diverse user base Some of the things to consider Define Key Usability Metrics - Ease of use, transaction speed, error/success rat Create User Persona Conduct User Testin A/B Testin Language and Localization Testin Test on Multiple Devices and Platform Legal and Compliance Chec Monitor and Analyze Feedback DESIGN & DEVELOPMENT STAGE www.pmafrica.co
  • 20. How does performance measure up? As a product manager for an online learning platform targeted at secondary school students, measuring performance involves evaluating various aspects of the platform to ensure it meets the educational needs and goals of its users. Key areas to measure performance User Engagemen Learning Outcome User Experience and Satisfactio Technical Performanc Content Quality and Relevanc Scalability and Growt Commercial Performance DESIGN & DEVELOPMENT STAGE www.pmafrica.co
  • 21. What gaps or bugs exist? Identifying gaps or bugs in a social networking solution is a critical responsibility of a product manager. Here’s a structured approach to uncover these issues User Feedback - surveys, user interview Beta Testing - beta testing groups, crowdsourcin Analytics and Data Analysis - error trackin Usability Testing - A/B testin Quality Assurance (QA) Testin Performance Monitoring - load testing Competitive Analysis - market trends, benchmarkin Internal Feedback Loop - Feature Requests Tracking DESIGN & DEVELOPMENT STAGE www.pmafrica.co
  • 23. How does the solution impact systems & ops? Assuming you are PM of a train ticketing/booking team, there are things that need to be considered in understanding the impact of the solution on ops. Here's a structured strategy to assess the impact User Experience Analysis: e.g. how does the booking system affect user experience System Performance Monitoring: check the system’s performance such as load time Data Analytics and Reporting: such as booking volumes, peak usage times, and revenue generation Integration with Other Systems: booking system integration with other systems e.g., payment gateways Market and Competitor Analysis DESIGN & DEVELOPMENT STAGE www.pmafrica.co
  • 24. What outstanding decisions need to be made? Aa a PM who has recently launched an accounting software, effectively identifying and addressing outstanding decisions is crucial for the product's success and continual improvement. To ensure you cover all necessary aspects do the following Review the Product Roadmap and Strateg Gather and Analyse User Feedbac Check with Customer Support and Sales Team Coordinate with the Development Tea Monitor Key Performance Indicators (KPIs Evaluate Market and Competitive Landscap Do Regulatory and Compliance Chec Review Feedback from Stakeholders DESIGN & DEVELOPMENT STAGE www.pmafrica.co
  • 25. Is our timeline realistic? This is an important question every great product manager should ask when building a new feature Track progress closely to estimate a realistic timeline as unknowns surface. Adjust scope or resources if needed. Regularly reassess the timeline throughout the product development, considering stakeholder feedback, changes in scope, and any unexpected challenges. Also provide regular feedback to all stakeholders so they are carried along. DESIGN & DEVELOPMENT STAGE www.pmafrica.co
  • 26. What feedback do we have from users? A great product manager will incorporate qualitative user feedback into iterations and impact priorities. To do this effectively, schedule time with your users and do this in partnership with a user researcher (if available) To gather feedback from users, you can employ various methods and channels to ensure a comprehensive understanding of their experiences and opinions. - surveys, user interviews, NPS surveys. DESIGN & DEVELOPMENT STAGE www.pmafrica.co
  • 28. Is everything fully tested and ready for launch? As a Product Manager preparing to launch the preferred vehicle type feature, you can follow these steps Define Test Scenarios: Identify key use cases for the preference Beta Testing: inviting a selected group of users to test and collect feedbac Usability, Performance, Compatibility and Regression Testing are important Documentation: update documentation to include new featur User Education: educate users on new feature Monitoring and Feedback Loop: to help gather issues/feedback. LAUNCH STAGE www.pmafrica.co
  • 29. Resolve all issues before making the product/ feature widely available. This is critical for the product manager to do. There are certain things to consider when releasing a new feature some of which are captured below Identify and Prioritize Issues: what are the known issues Develop a resolution pla Collaborate with Cross-Functional Team Implement Fixes and Enhancement Gather Feedback and Monitor Impact Communication with Stakeholders LAUNCH STAGE www.pmafrica.co
  • 30. Are our systems monitored? As a product manager, you want to ensure that you have technical monitors and alerts in place in case of issues or outages post-launch. This should be done in partnership with engineers/ developers. Use tools as recommended by the team such as Nageos, New Relic depending on the organisation. Request for access or a way to see how your systems are being monitored. Proactively instrumenting, analysing, and acting on monitoring across critical areas increases visibility into the health and performance of systems. LAUNCH STAGE www.pmafrica.co
  • 31. Are stakeholders aligned on launch? To ensure alignment among stakeholders for the launch of the vehicle preference selection feature Communicate: Clearly communicate the purpose, benefits, and functionality of the new featur Stakeholder workshops: to gather key input Define Key Metrics: collaborate with stakeholders to define the metrics to track/measure succes Demo prototype: allow stakeholders engage with the prototype to solicit feedbac User Feedback Mechanism: create this channe Launch readiness check: Do this with stakeholder Continuous communication LAUNCH STAGE www.pmafrica.co
  • 32. What is the rollout/ adoption plan?  Rolling out vehicle preferences feature requires a well-planned and phased approach. Phase 1: Internal Testing and Feedback: conduct thorough testing, create a feedback loop Phase 2: Limited User Testing: select user group, user training Phase 3: Soft Launch: geographic rollout, marketing campaign Phase 4: Full-Scale Launch: gradual expansion, comprehensive marketing, user education. Phase 5: Monitoring and Optimisation: continuous optimisation, scale infrastructure. LAUNCH STAGE www.pmafrica.co
  • 33. What is the public communications plan? A comprehensive public communications plan is crucial for the successful launch. Here's a suggested list of things to consider Pre-Launch Teaser Announcement Blog Pos In-App Notification Social Media Blit Influencer Collaboration User Education Materia Analytics and Feedback Analysi Post-Launch Surveys LAUNCH STAGE www.pmafrica.co
  • 34. How will we measure success? Measuring the success of the launch of vehicle selection preferences involves assessing various key performance indicators (KPIs) and user- centric metrics and some metrics to track are Adoption Rat User Feedback and Satisfactio Usage Pattern Conversion Rate App Engagemen Revenue Impact By regularly assessing these metrics, one can gain insights into the success of the new feature, identify areas for improvement, and make data- driven decisions to enhance the user experience. LAUNCH STAGE www.pmafrica.co
  • 35. What is the customer onboarding experience? Crafting an effective customer onboarding experience for the vehicle selection preferences feature involves a strategic and user-friendly approach Introduction and Education: users should receive a welcome message and educational content Profile Setu Consider offering incentives for Onboardin Communication: Send clear and informative push notifications to guide users Feedback Loop: include feedback mechanis Offer User Support: Regularly gather user feedback to refine the onboarding process and enhance overall user satisfaction. LAUNCH STAGE www.pmafrica.co
  • 36. How will we capture user feedback? Capturing user feedback for the new feature requires a thoughtful and systematic approach. Here's a plan to effectively collect and utilize user feedback In-App Feedback Mechanis Send out Surveys and create Poll Create Email Survey Incorporate Ratings and Reviews within the ap Analytical Data to track interactions with the ap Enable a bug reporting featur Establish a process to receive Iterative Feedback Loops By implementing these strategies, you create multiple avenues for users to share their thoughts on the Vehicle Selection Preferences. LAUNCH STAGE www.pmafrica.co
  • 37. How will we monitor critical issues? Monitoring critical issues for the launch of the new feature involves implementing a robust system to quickly identify, track, and address any issues that may impact user experience or system stability To monitor critical tools utilise the following Real-Time Monitoring Tool Error Logging and Reportin User Feedback Analysi Customer Support Collaboratio User Impact Assessment By implementing these monitoring strategies, you ensure a proactive approach to identifying and resolving critical issues associated with the launch. LAUNCH STAGE www.pmafrica.co
  • 38. What are our next priority features and improvements? Determining the next priority features and improvements for the ride-sharing app involves a strategic approach to address user needs, enhance functionality, and stay competitive. This can be done done through some of the following User Feedback Analysi Data-Driven Insight Competitor Analysi Market Trends and Innovation Strategic Roadmappin Feature Impact Assessment User Testing and Validatio Feedback Loop Closure LAUNCH STAGE www.pmafrica.co
  • 39. How often will we review metrics? Regular and systematic review of metrics is crucial for assessing the performance and impact of the ride- sharing app. Here's a suggested frequency and approach for reviewing metrics Daily Monitorin Weekly Metrics Revie Bi-weekly or Sprint Revie Monthly Performance Metric User Feedback Analysi Continuous Improvement Iterations Regular reviews allow for timely identification of issues, optimization opportunities, and alignment with the overall business strategy. LAUNCH STAGE www.pmafrica.co
  • 40. The critical period immediately after a new product officially becomes available to customers and users. It's a pivotal moment, and these are some key questions that you should be asking. Case Study: As a Product Manager for a ride sharing solution, you have recently launched a new feature to allow users select customizable ride preferences: preferred vehicle type and you want to understand how users are interacting with the product. It’s the time to do an impact assessment. Post - Launch - Improve Post - Launch - Improve
  • 41. What is our current performance against key business objectives? To assess the current performance against key business objectives for the ride-sharing app, some steps you'll need to follow are captured below Define Key Business Objectives: e.g. retentio Identify Key Performance Indicators (KPIs): retention can be assessed through user engagement metrics Gather Relevant Data: reports, user feedbac Analyse User Feedbac Evaluate Performance Metric Benchmark Against Competitor Check the alignment with Strategic Goal Identify Opportunities and Challenge Establish a feedback loop POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 42. Where should we double down on engagement? To identify areas to double down on engagement, consider the following steps Analyse user data and engagement metric Gather feedback from users regarding their experience Segment users based on different criteri Evaluate the performance of individual app featur Benchmark the app's engagement metrics against industry standards or competitor Explore opportunities for personalization within the ap Conduct A/B testing on different aspects of the app POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 43. Where are users getting stuck or dropping off? To identify where users are getting stuck or dropping off after launching the new feature, you can employ several strategies Implement surveys or feedback mechanism Utilise analytics tools to track user journeys related to the new feature Conduct A/B testing with variations of the new feature Monitor error logs and tracking systems for any issues or bugs associated with the new featur Conduct usability testing focused on the featur Collaborate with cross-functional teams to address issues Benchmark the feature against similar features in competitor apps. POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 44. What unexpected issues have emerged? To gather insights into any issues, you would need to Check user reviews and feedback everywher Examine customer support tickets and interactions related to the new featur Monitor Analytics and Metrics and look for patterns that identify issue Collaborate closely with the development team to review any issues or challenges Review the overall performance of the new feature and any impact on KPIs Conduct competitor analysis to understand similar features Establish a feedback loop within your organization to gather insights. POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 45. How can we simplify and improve the user experience? To simplify and improve the user experience (UX) for the recently launched feature, consider the following steps User Feedback Analysis: Identify common themes / pain point Conduct user interviews to gain deeper insight Simplify User Interface: declutter the U Enhance the onboarding process to guide user Ensure that the feature is accessible to users with different abilities. Do all this will lead to increased user satisfaction and engagement. POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 46. What risks or tech debt should be addressed? Since launching the new feature, it's crucial to assess risks and technical debt that may have emerged. Here are ways to identify and address potential risks and debt Conduct a Post-Launch Analysi Evaluate the technical debt incurred during the development and launc Review performance metrics such as response times, server load an error rates Analyse user feedback specifically related to problems encountered with the new feature Identify and monitor critical paths within the feature Prioritize identified risks and technical debt in the product backlog. POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 47. Are there new user needs to address? Post-launch, identifying new user needs is crucial for ongoing product improvement. Here are steps to determine if there are emerging user needs Analyse user feedback from various channel Create surveys or feedback forms especially for users that have interacted with the new featur Utilise analytics tools to track user interactions with the new feature Conduct user interviews or organize focus groups to gather insight Stay informed about developments in competitor product Adopt an iterative development approach, releasingnew features based on user feedback and evolving needs POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 48. What features are users requesting for the most? To determine the features that users are requesting the most since launching the new feature, consider implementing the following strategies Conduct user interviews & discovery session Regularly review and update the product roadmap based on user feedback and feature requests Implement surveys or feedback forms that specifically focus on gathering feature requests Analyse usage analytics to understand how users interact with the new feature Organise prioritisation workshops with relevant stakeholders to discuss and rank feature requests POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 49. How can we ensure we are prioritising the right features? Regularly reassess and adjust priorities based on evolving user needs and market dynamics. You can consider the following strategies Continue analysing user feedback, reviews, and comments post-launch Leverage usage analytics to understand how users interact with the new feature Align feature prioritization with KPI Assess the impact of potential features on the overall product Regularly benchmark your product against competitors Conduct regular reviews of the product roadmap in alignment with strategic goals. POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 50. What blockers are slowing down our team? By implementing these strategies, you can create an environment where team members feel empowered to identify and address blockers collaboratively Conduct regular retrospectives with your development team to specifically identify and discuss blockers Encourage team members to not only identify blockers but also propose potential solution Prioritize identified blockers based on their impact on project timelines and goals Instill a culture of continuous improvement within the team Establish feedback loops within the team and with external stakeholders. POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 51. How can we accelerate our roadmap? This requires a strategic and collaborative approach. Here are key strategies to consider Conduct a thorough assessment of the product post-launch Leverage user feedback to iterate on the product Embrace agile methodologies such as Scrum or Kanban Implement a prioritization framework to identify and prioritize features that align with business goals Maintain a flexible roadmap that can adapt to changing priorities and market dynamics Foster a culture of continuous learning and improvement within the team. POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 52. Is our solution still differentiated? Consider the following strategies to assess and maintain differentiation Conduct a thorough competitive analysi Gather user feedback on the newly launched vehicle selection feature Revisit your product's unique selling proposition Explore opportunities to introduce innovative features that competitors do not offer Evaluate the user experience of the new feature compared to competitors Stay informed about industry trends and evolving user preferences Leverage data-driven insights to understand user behavior and preferences. POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 53. Are there tech innovations to leverage? There are several tech innovations to consider leveraging the new feature to enhance its functionality, user experience, and overall performance Consider implementing machine learning algorithms to analyse user preferences and behaviours Explore the use of augmented reality to allow users to visualize selected vehicles in real-world environments Regularly assess emerging technologies to stay at the forefront of innovation in the automotive and technology space. POST - LAUNCH - IMPROVE STAGE www.pmafrica.co
  • 54. How do users perceive the recent changes? Solicit feedback on latest releases to ensure changes hit the mark with users. You can employ a combination of qualitative and quantitative methods Create surveys to gather feedback directly from users Implement In-App Feedback Mechanis Conduct user interviews to delve into user perceptions Monitor App Store Reviews and Ratings Implement NPS surveys Benchmarking Against Competitors If applicable, conduct A/B testing to compare user interactions with the versions. POST - LAUNCH - IMPROVE STAGE www.pmafrica.co