This document discusses various aspects of product design and management. It begins by noting that 90% of new products fail within two years and emphasizes the importance of understanding users through empathy, psychology and journey mapping. It then defines product management as having a mindset of proving things through data and making decisions based on available information. The document outlines the SSA framework involving gathering background information, goals, constraints, personas, requirements, solutions. It provides examples of personas and requirements in the form of user stories. Finally, it discusses developing solutions, experience maps, stakeholder interviews, screening plans and using design frameworks.

1. P R O D U C T D E S I G N
Deep dive on the user, empathy,
psychology, and journey

2. *90% of New Products Fail
within Two years.
We are in great danger of becoming the design
of useless, overloaded, unnecessary things.
*Source: Forbes.com

3. What is Product
Management
Skills?
Validation?
Technical Background?

6. How I define Product
Management
It’s all about mindset! Not skills. Proving things
through data. Making the best decisions based
on information available. Getting more info if
you needed. Thinking about things in a deeper
way than your gut feeling.

7. Background
info
21 3 4 5
Goals &
Constraints
Personas Requirements Solutions
SSA Framework

8. Background
info
21 3 4 5
Goals &
Constraints
Personas Requirements Solutions
SSA Framework

9. Confirm Understanding
5W and an H
What is the product/feature?
Who is it for?
Why would they use it?
Where is it available?
When is it available?
How does it work?
Answers
...
...
…
…
…
…

10. Background
info
21 3 4 5
Goals &
Constraints
Personas Requirements Solutions
SSA Framework

11. Product / Feature Goals
• Awareness
• Interest
• Trial
• Engagement
• Purchase

12. Clarify Constraints
• Budget
• Time
• Resources/Other

13. Background
info
21 3 4 5
Goals &
Constraints
Personas Requirements Solutions
SSA Framework

14. Personas
• A group of certain users that behave in
similar ways.
• Help us understand customer motivations,
expectations, and goals.
• Primary, Secondary, Negative

15. Personas
• A detailed persona answers the following:
• Who is this person?
• What do they need or desire?
• How do they currently get the job done?
• How does it make them feel?

16. 1. Profile
2. Personality
3. Referents & Influences
4. Archetypes & Quotes
5. Technology Expertise
6. User Experience Goals
7. Used device & Platforms
8. Domain Details
9. Must Do – Must Never
10. Brand & Product Relationship
10 elements for
User Persona

17. Mike & Kate Example – The Clients
Working, busy adult celebrities who are
tired and want to buy a product they want
20-40 years old
Place: Los Angeles
The Primary Persona

18. Mike & Kate Example – The Clients
Working, busy adult celebrities who are
tired and want to buy a product they want
20-40 years old
Place: Los Angeles
It will be important to ask clients about their
issues with current solution in order to get
more understanding about the problems.
The Primary Persona

19. Mike & Kate Example – The Clients
Working, busy adult celebrities who are
tired and want to buy a product they want
20-40 years old
Place: Los Angeles
The Primary Persona
For a customer,
one of the most
frustrating things is
when you can't buy
what you need.

20. Mike & Kate Example – The Clients
Working, busy adult celebrities who are
tired and want to buy a product they want
20-40 years old
Place: Los Angeles
The Primary Persona
You can imagine that
there's a dollar cost to
this frustration,
especially for busy
people in big cities
where there are lots of
competitors.

21. Personas
• What do they currently do?
• How do they feel?
• What is their ideal?

22. Background
info
21 3 4 5
Goals &
Constraints
Personas Requirements Solutions
SSA Framework

23. Requirements
• User stories conveys what the end
user wants to do.
As a <role>, I want to do <goal/desire>
so that <benefit>
Why do user stories work?
• Concise
• Captures the who, what, why
• More casual

24. E.g. Use Cases
There’s a couple use cases we need to keep in
mind:
1. The users should be able to specify what
product they want to buy.
2. They should have ability to purchase directly,
without managers’ engagement.
3. They should be able to flexible/freely
purchase the product of their choice.

25. USER STORY REVENUE IMPACT STORY SIZING
REVENUE PER POINT
OF EFFORT
PRIORITY
Story A $500k 8 $62.5 1
Story B $100k 3 $33k 2
Story C $20k 2 $10k 3
Prioritization Matrix: Quantitative Approach

26. Experience
Maps /
Solution
Journey

27. Experience Maps /
Solution Journey
Objectives:
• Capture existing behavior
• Break tasks into smaller pieces
• Understand alternative paths
to solve problems
• Explore different themes and
pain points at each stage
• Highlight opportunities for
products and features

28. Experience Maps /
Solution Journey
• To be able to create the perfect solution journey you need
to keep in mind the current situation, comparative and
competitive user's journey.
• You can map every interaction, use root causes analysis,
and offer real time management.

29. Stakeholders Interviews
• Scripts for interviewing key stakeholders in a project, both
internal and external, to gather insights about their goals.
• It helps prioritize features and define key performance
indicators (KPIs).
Objectives:
• List key characteristics of desirable recruits
• Identify channels for approaching users/customers
• Create process for recruiting efficiently

30. Screener and Recruitment Plan
Objectives:
• Translate research questions into interview questions and
inputs
• Understand existing problem solving approaches
• Explore the context either side of the current
problem/solution
• Identify concrete experiences rather than theoretical
opinions about future purchase decisions

31. Screener and Recruitment Plan
The usual
• Age
• Gender
• Lifestage
• Tech knowledge
• Tools/apps/devices
Specific
• Family
• Mindset
• Job
• Seniority
• Time using tools
Recruitment plan
• Channels
• Incentives
• Pipeline
• Scheduling

32. Background
info
21 3 4 5
Goals &
Constraints
Personas Requirements Solutions
SSA Framework

33. Solutions
• Brainstorm several solution alternatives for
the use case. First idea is rarely the best.
• Multiple ideas protect you from defensive
answers.
• Real-time pro/con analysis creates the
perception that you are objective,
thoughtful, and analytical.
• Out of the all ideas, recommend a solution
that you feel best meets the use case, the
business goal, and constraints.

34. Use a Design Framework
• Demonstrates design understanding
• Minimize omission errors
• Improves communication

35. Thank You
SJKaczmarek