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WIN,
LOSEOR
Fail
Lessons in Early Stage Product Management
Prioritizing Product Ideas
Recipe for a Winning Product
• Meets customers’ needs
• Is better than other alternatives
• Is easy to use
• Has a good value/price
What does a Product Manager do?
Product Managers help companies build better products
by bringing the following expertise to the early-stage
product development process:
– Knowledge of how to ship higher quality products so that
customers are happy
– How to determine what features to put in those products, so that
you don't under-engineer or over-engineer a product
– How to spend the right amount of money on a marketing plan
that ensures the highest amount of profitability
– How to plan and operationally support a product pre- and post-
launch
Problem vs. Solution Space
Problem – customer
problem, need or benefit that
the product should address;
or a product requirement (ex.
ability to write in space)
Solution – A specific
implementation to address a
need or product requirement
(ex. NASA space pen $1M
verses Russian space pencil)
“Make it easy to
share a link with my
friends.”
“Allow me to re-use
my Facebook
contacts.”
Facebook
Importer
Design 1 Design 2 Design 3
Design Preview with
checkboxes
User can edit
before import
#1 No No
#2 Yes No
#3 Yes Yes
Problem Space Solution Space
User Benefit Feature
VS
User benefits
• Functional Benefits
– allow user to do something they couldn’t do before
– deliver a benefit more quickly, conveniently, or
cheaply (ex. browse the web for less money; finding
information quicker; read news on my own time)
• Emotional Benefits
– Control
– Feeling informed (context)
– Enjoyment
– Self-expression
Prioritizing Benefits vs. Features
• Need a framework for prioritization
– What user benefits should we address?
– Which product features should we build or improve?
• Importance vs. Satisfaction
– Importance of user need (problem space)
– Satisfaction with how well a product meets user’s
needs (solution space)
low
-
-
-
-
-
-
+
+
+
+
+
+
high
high
high
high
high
high
Prioritizing User Benefits
User
Benefit
Importance
to User
Current User
Satisfaction
Upside
Potential
Benefit 1
low
Benefit 2
low
Benefit 3
low
Benefit 4
low
Benefit 5
low
Benefit 6
High
High
Low
Medium
Low
Low
Wow!
Opportunity?
Wow!
Opportunity?
Doesn’t
Matter
Prioritizing Product Ideas
Idea D
Idea F
Idea C
Idea BIdea A
?
Return(ValueCreated)
1
2
3
4
1 2 3 4
Investment (developer weeks)
Idea C
Idea B
Idea A
Return(ValueCreated)
1
2
5
8
1 2 3 4
Investment (developer weeks)
3
4
6
7
5 6 7 8
Simple things should be
simple, complex things should be
possible.
- Alan Kay
“
”
Usability: Hard to Use Product
NumberofClicks/Complexity
1
2
5
8
3
4
6
7
Frequency of UseUse often Use rarely
Threshold for easily finding a feature
Makes frequent use of
features harder to learn and
painful to use
Causes accidental use of
lower frequency features
Usability scorecard: Hard to use product
Usability: Easy to Use Product
NumberofClicks/Complexity
1
2
5
8
3
4
6
7
Frequency of UseUse often Use rarely
Threshold for easily finding a feature
A more even spread allows
for adaptive learning
Usability scorecard: Easy to use product

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Prioritizing Product Ideas

  • 1. WIN, LOSEOR Fail Lessons in Early Stage Product Management Prioritizing Product Ideas
  • 2. Recipe for a Winning Product • Meets customers’ needs • Is better than other alternatives • Is easy to use • Has a good value/price
  • 3. What does a Product Manager do? Product Managers help companies build better products by bringing the following expertise to the early-stage product development process: – Knowledge of how to ship higher quality products so that customers are happy – How to determine what features to put in those products, so that you don't under-engineer or over-engineer a product – How to spend the right amount of money on a marketing plan that ensures the highest amount of profitability – How to plan and operationally support a product pre- and post- launch
  • 4. Problem vs. Solution Space Problem – customer problem, need or benefit that the product should address; or a product requirement (ex. ability to write in space) Solution – A specific implementation to address a need or product requirement (ex. NASA space pen $1M verses Russian space pencil)
  • 5. “Make it easy to share a link with my friends.” “Allow me to re-use my Facebook contacts.” Facebook Importer Design 1 Design 2 Design 3 Design Preview with checkboxes User can edit before import #1 No No #2 Yes No #3 Yes Yes Problem Space Solution Space User Benefit Feature VS
  • 6. User benefits • Functional Benefits – allow user to do something they couldn’t do before – deliver a benefit more quickly, conveniently, or cheaply (ex. browse the web for less money; finding information quicker; read news on my own time) • Emotional Benefits – Control – Feeling informed (context) – Enjoyment – Self-expression
  • 7. Prioritizing Benefits vs. Features • Need a framework for prioritization – What user benefits should we address? – Which product features should we build or improve? • Importance vs. Satisfaction – Importance of user need (problem space) – Satisfaction with how well a product meets user’s needs (solution space)
  • 8. low - - - - - - + + + + + + high high high high high high Prioritizing User Benefits User Benefit Importance to User Current User Satisfaction Upside Potential Benefit 1 low Benefit 2 low Benefit 3 low Benefit 4 low Benefit 5 low Benefit 6 High High Low Medium Low Low Wow! Opportunity? Wow! Opportunity? Doesn’t Matter
  • 9. Prioritizing Product Ideas Idea D Idea F Idea C Idea BIdea A ? Return(ValueCreated) 1 2 3 4 1 2 3 4 Investment (developer weeks) Idea C Idea B Idea A Return(ValueCreated) 1 2 5 8 1 2 3 4 Investment (developer weeks) 3 4 6 7 5 6 7 8
  • 10. Simple things should be simple, complex things should be possible. - Alan Kay “ ”
  • 11. Usability: Hard to Use Product NumberofClicks/Complexity 1 2 5 8 3 4 6 7 Frequency of UseUse often Use rarely Threshold for easily finding a feature Makes frequent use of features harder to learn and painful to use Causes accidental use of lower frequency features Usability scorecard: Hard to use product
  • 12. Usability: Easy to Use Product NumberofClicks/Complexity 1 2 5 8 3 4 6 7 Frequency of UseUse often Use rarely Threshold for easily finding a feature A more even spread allows for adaptive learning Usability scorecard: Easy to use product

Editor's Notes

  1. I want to help companies develop better products. Build products that delight your customers, beat your competition, and win in the marketplace.I lived through the dotcom bust. I saw the rush and the companies building products that were Not well thought out, poorly marketed and as a result failed to take off. We need to avoid the same in MENA.
  2. If you follow this rule, you can’t go wrong. It makes the routine simple, the things you do all the time. If there are complex things, you don’t want to completely get rid of them but you don’t want to clutter the interface. Every once in a while you may need to do this thing, but it doesn’t have to be as obvious as the others. Lesson: Visual Priority. And it can require a little clicking around, but make sure the things that you do frequently are obvious.