This document summarizes Typeform's product playbook, which aims to demystify the product manager role and document their product development process. It outlines how Typeform structured their playbook by starting with existing documentation and processes, then organized it by chapters focused on discovery, delivery, and product "plays". It also shares how Typeform improved the playbook by including lessons learned from past experiences, such as a failed mobile app launch that did not include the right minimum viable product features. The goal is to create shared understanding of their approach, learn from mistakes, and continuously enhance their playbook.

1. The Typeform Product Playbook
An insider look into how we ship value to our customers

2. Tarot

4. MBA student
PM = CEO

5. Should be
easy, right?
Just build an
MVP, we need
to move fast.
Leadership team

6. CS & Sales team
We HAVE to build it.
You said we want to
be customer-centric!

7. This new storage
technology looks
cool. I have a PR,
can we prioritize it?
Development team

8. No.

9. “We’re moving
too slowly”

10. “We’re moving
too slowly”
“We don’t care
about our
customers”

11. “We’re moving
too slowly”
“We don’t care
about our
customers”
“We’re moving
too fast”

12. ... to Product Management at
Typeform 2 years ago.

13. Fast-forward to today:
“Makes sense.”

14. Fast-forward to today:
“Makes sense.”

15. How?

16. Let’s go back to 2 years ago...

17. “We’re moving
too slowly”
“We don’t care
about our
customers”
“We’re moving
too fast”

18. Product Management
WHY?!

19. Expectations.

21. WHY
WHAT
HOW

22. De-mystify the PM role
= Build trust❌

23. CHAPTER 1
How do we explain what we do?

24. “Great products don’t happen by
accident
Using playbooks for designing and
building products”
— Jon Lax
Director of Product Design, Facebook

29. Document & teach
how we do things
Create shared
language &
understanding
Learn from past
experiences

30. Playbooks

32. Product
manager
Playbook

33. How do we structure
our playbook?

34. We started with what we had...

35. Product
delivery
process
Epic workflow Notion page

36. The Product team

37. Someone outside of product

38. Idea → Build it → Success

39. Idea → Validate & refine → Build it → Success

40. Idea → Validate & refine → Build it → Success
DISCOVERY

41. Idea → Validate & refine → Build it → Success
DISCOVERY DELIVERY

42. Playbook v1.0

43. CHAPTER 1 — LEARNING:
To make it effective, keep it simple.

44. CHAPTER 2
Adding ‘product plays’

45. 100’s
of plays
You
(your company)
+ =

46. Discovery

47. Discovery Delivery

49. One caveat...

51. CHAPTER 2 — LEARNING:
Adapt to your own context.

52. CHAPTER 3
How a #fail helped us improve

53. Can you go
build mobile?
We need it
fast and high
quality.
Leadership team

54. I want everything,
is that hard
to build?
Users

55. It will take around 3
years. It’s a really
cool technology!
Team

56. Product Management
...

57. Product Management
Let’s build
an MVP!

59. Just one small issue...

60. PM Engineer
We can’t connect
the app and
.com accounts

61. PM Engineer
We can’t connect
the app and
.com accounts
Move fast and
break things!

62. A few months later:

63. Typeform
LITE

65. We had failed.

66. Why did LITE fail?

68. “No login? Really? What's the point of this
app if you can't access your account and
creations?”

69. Our ‘MVP’ included
the wrong features.

70. Our ‘MVP’ included
the wrong features.

71. Minimum viable product @ TF
Earliest
testable → usable → lovable

72. Minimum viable product @ TF
Earliest
testable → usable → lovable

73. Example:
Phone number field

74. Earliest Testable

75. Earliest Usable

76. Earliest Lovable

77. Earliest Lovable

78. It worked!

81. CHAPTER 3 — LEARNING:
Include lessons learned.

83. Document & teach
how we do things
Create shared
language &
understanding
Learn from past
experiences

84. “Nope.”

86. Gracias.
Sebastien Phlix
xxxxxxxx@sebastienphl