Ted Persson, Design Partner, EQT Ventures - On product, empathy and creating a user centric culture

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1. The document discusses tips for building a user-centric product culture, including hiring the first product manager, getting a product off the ground, and making the product focus stick long-term. 2. It recommends hiring a product doer rather than just a manager, gradually giving away responsibilities, and educating engineers on the product vision. 3. Tips for getting started include discussing product vision rather than just features, pairing with designers, and managing expectations to avoid making the product manager the sole focus.

Technology

Ted Persson
tedpersson
Operating Partner

On product, empathy
and creating a user
centric culture

Stockholm | London | Berlin | Amsterdam | Luxembourg | San Francisco

24 years
Founded in 1994
Wallenberg
Family
540 ppl
14 countries
250
Industrial advisors
EUR 49bn
300 investments
110,000+
Portfolio employees

Engineering
Technology
Design
User
Business
Revenue
Product

“The role of a product manager
is to discover a product that is
valuable, usable and feasible”
Marty Cagan
Founder, Silicon Valley Product Group
SVP Product, eBay, Netscape, HP

Product
Engineering
Business
Design
TechnologyUser
Revenue

A product doer or a  
product manager?
Who would the product manager manage?

“Great founders think about product, but
exceptional founders ask the tough
questions about who should lead the
company vs who should lead the product.”
Martin Eriksson
Founder Mind the Product, 
Executive-in-residence, EQT Ventures

Product
Engineer
Business developer
Designer

Do not evaluate using the
engineer ﬁlter only
Get outside help if needed

Product management
Data science
Product design
Great user researcher
UX design
UI design
Frontend
Fluent in Sketch, Photoshop, Invision
Fluent in HTML, CSS, JS, React
…

CPO
VP Product
Product Director
Product Manager
Product Designer
…

Building a
product
Scaling a
product
Leading a large
team of product
managers

Intern
UI  
designer
Product  
Manager
Product 
Director
Product  
Designer
VP  
Product
CPO

Someone with conceptual
thinking, but don’t mind
getting their hands dirty

GAFA is not
necessarily better
Google, Apple, Facebook, Amazon

“I need wireframes for
feature XYZ tomorrow”

Manage expectations
Educate the engineering team

Pair up with a product doer
Product Designer, UX designer, UI designer

Exploration
Product : Design : Development
1 1 1: :

Development
Product : Design : Development
1 1 7: :

Developer:designer ratio
Source: Techcrunch

Start dating your users
’Quick and dirty’ focus groups

Let product and design work
one sprint ahead

“If you’re only using your
engineers to code, you’re only
getting half their value”
Marty Cagan
Founder, Silicon Valley Product Group
SVP Product, eBay, Netscape, HP

Research Deﬁne the problem Design the solution Development
Product & design
Engineering

Agile
Lean
Six Sigma Prince IIWaterfall
Kanban
Scrum

Ethnographic
Research
Agile
Lean
Six Sigma Prince IIWaterfall
Kanban
Scrum
Design
Thinking
Design
Sprints
Discovery
Sprints
Dual-track
Agile

Don’t shoehorn everything
into your existing
development process

Friction
Product
Engineering
Design
ta Science

Cross-functional
Design ProductEngineers

Product Marketing
We are storytelling animals

1
On hiring your
ﬁrst product
person
2
Getting oﬀ
the ground
3
Making it
stick

Case study & afternoon keynote presented at the Mobile + Web Developer Conference in San Francisco, 2015. http://mobilewebdevconference.com/san-francisco-july-2015/agenda/day-two/300pm.html "Innovate or die” is the mantra of successful companies. So how can we build innovation into our product development process? More and more teams are adopting lean startup techniques to discover customer needs, focus on building what is valuable, and ultimately deliver great products. This talk will share how a small education technology startup I worked with in NY scaled from a handful of people to multiple products and teams across 3 countries using lean startup practices. At various stages of growth we faced different challenges in keeping our processes lean, but throughout the journey we tried, failed and learned how to move fast and innovate. Learn hands-on tools & techniques for applying lean that any team can start small and quickly see results, such as: * How to move faster using collaborative, cross-functional teams * Lightweight dev tools for scaling design across many teams * Building a lean mindset in larger organizations With real examples and artifacts you will learn how to manage - and thrive - using lean to create awesome products.

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Ted Persson, Design Partner, EQT Ventures - On product, empathy and creating a user centric culture

2. Ted Persson tedpersson Operating Partner

3. On product, empathy and creating a user centric culture

10.

11.

12.

13.

14.

15. 15

16.

17. 

18.

19.

20.

21.

22.

23.

24.

26. 24 years Founded in 1994 Wallenberg Family 540 ppl 14 countries 250 Industrial advisors EUR 49bn 300 investments 110,000+ Portfolio employees

27.

28. On product, empathy and creating a user centric culture

29. Engineering Technology Design User Business Revenue Product

30. “The role of a product manager is to discover a product that is valuable, usable and feasible” Marty Cagan Founder, Silicon Valley Product Group SVP Product, eBay, Netscape, HP

31. Product Engineering Business Design TechnologyUser Revenue

32. We all own the product

33. 3 Tips to get started

34. 1 On hiring your ﬁrst product person

35. A product doer or a   product manager? Who would the product manager manage?

36. Product manager

37. Lead the company Lead the product

38. Lead the company Lead the product

39. “Great founders think about product, but exceptional founders ask the tough questions about who should lead the company vs who should lead the product.” Martin Eriksson Founder Mind the Product,  Executive-in-residence, EQT Ventures

40. Product Engineering Business Design TechnologyUser Revenue

41. Product Engineer Business developer Designer

42. Product Engineer Business developer Designer

43. Do not evaluate using the engineer ﬁlter only Get outside help if needed

44. Product management Data science Product design Great user researcher UX design UI design Frontend Fluent in Sketch, Photoshop, Invision Fluent in HTML, CSS, JS, React …

45. The right level of experience

46. CPO VP Product Product Director Product Manager Product Designer …

47. Building a product Scaling a product Leading a large team of product managers

48. Building a product Scaling a product Leading a large team of product managers

49. Intern UI   designer Product   Manager Product  Director Product   Designer VP   Product CPO

50. Someone with conceptual thinking, but don’t mind getting their hands dirty

51. GAFA is not necessarily better Google, Apple, Facebook, Amazon

52. 1 On hiring your ﬁrst product person

53. 2 Getting oﬀ the ground

54. “I need wireframes for feature XYZ tomorrow”

55. “Let’s discuss product vision”

56. Gradually give away responsibility

57. Manage expectations Educate the engineering team

58. Avoid the   “Product Messiah”   trap

59. Pair up with a product doer Product Designer, UX designer, UI designer

60. 2 Getting oﬀ the ground

61. 3 Making it stick

62. Product : Design : Development ratio

63. Exploration Product : Design : Development 1 1 1: :

64. Development Product : Design : Development 1 1 7: :

65. Developer:designer ratio Source: Techcrunch

66. Start dating your users ’Quick and dirty’ focus groups

67. Let product and design work one sprint ahead

68. “If you’re only using your engineers to code, you’re only getting half their value” Marty Cagan Founder, Silicon Valley Product Group SVP Product, eBay, Netscape, HP

69. Research Deﬁne the problem Design the solution Development Product & design Engineering

70. Agile Lean Six Sigma Prince IIWaterfall Kanban Scrum

71. Ethnographic Research Agile Lean Six Sigma Prince IIWaterfall Kanban Scrum Design Thinking Design Sprints Discovery Sprints Dual-track Agile

72. Don’t shoehorn everything into your existing development process

73. Friction Product Engineering Design ta Science

74. Cross-functional Design ProductEngineers

75. Product Marketing We are storytelling animals

76. 3 Making it stick

77. 1 On hiring your ﬁrst product person 2 Getting oﬀ the ground 3 Making it stick

78.

79. @tedpersson

Ted Persson, Design Partner, EQT Ventures - On product, empathy and creating a user centric culture

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