Mind the Gap: Using Data to Bridge Your Product and Engineering Teams by Heap VP of Engineering

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Product School

This presentation was given at #ProductCon Online 2021 by David Fullerton, VP of Engineering at Heap.

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Mind the Gap: Using Data to Bridge
Your Product and Engineering Teams by
Heap VP of Engineering

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Mind the Gap:
Using Data to Bridge Your Product
and Engineering Teams

David Fullerton
VP of Engineering,
Heap
VP Engineering & CTO
VP Engineering

Heap is an analytics platform that helps
product managers craft great digital experiences.
Insight Action
Data

How are decisions made without data?
🦛 HiPPO (Highest Paid Person’s Opinion)
🦓 ZEBRA (Zero Evidence But Really
Arrogant)

Good PMs
● Explain what to build
● Celebrate launches
● Accept complexity
● Explain WHY we’re building it
● Celebrate IMPACT
● Push for SIMPLICITY
Great PMs
😕 😍

1. Explain the WHY
2. Celebrate IMPACT
3. Push for SIMPLICITY

WHAT to build WHY we’re building it
● What is the problem you’re trying to solve?
● What are your hypotheses about how to do
it?
● How will we measure success?
● Why does this matter to the business?
Good leaders align their teams around the WHY.

“I want to build
this FEATURE”
vs
“Help me solve
this PROBLEM”

The Heap Problem
Brief
Download @
heap.io/resources/problem-brief
1. Hypothesis
2. Metrics
3. Business Impact

The Heap
Design Brief
Download @
heap.io/resources/design-brief
1. Behaviors
2. Assumptions
3. Constraints
4. Alternatives

Celebrate Launches Celebrate IMPACT
Too many PMs get on the launch treadmill

Launching ≠ Done
It’s not done until it is having the business impact we need

The data will teach you humility
Measure the impact, not just whether you shipped on time

The Heap
After Action Report
Download @
heap.io/resources/after-action-report
1. What We Shipped & Why
2. Investment
3. Hypotheses
4. Results
5. Next steps

Accept complexity Push for simplicity
If you want to rally a team, simple is best

Simple, memorable, and
actionable
● # new trials created
● % trial conversion rate
● % of accounts with N+
interactions per month

Simpler metrics are sometimes
just as predictive
Key metric: % of accounts with 5+ monthly querying users

Focus on these core
changes
● Explain what to build
● Celebrate launches
● Accept complexity
● Explain WHY we’re building it
● Celebrate IMPACT
● Push for SIMPLICITY

A Smarter Approach
to Product
Thank You
Download slides and resources @ heap.io/productschool

www.productschool.com
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