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Peter Merholz
peterme@peterme.com
@peterme
A Brief History Lesson
A new photographic apparatus
A new photographic apparatus
A NEW PHOTOGRAPHIC APPARATUS.
This apparatus consists of a box containing a camera, A, and a
frame, C, containing the desired number of plates, each held in a
small frame of black Bristol board. The camera contains a mirror,
M, which pivots upon an axis and is maneuvered by the extreme
bottom, B. This mirror stops at an angle of 45°, and sends the
image coming from the objective to the horizontal plate, D, at the
upper part of the camera. The image thus reflected is righted upon
this plate.
As the objective is of short focus, every object situated beyond a
distance of three yards from the apparatus is in focus. In
exceptional cases, where the operator might be nearer the object to
be photographed, the focusing would be done by means of the rack
of the objective. The latter can also slide up and down, so that the
apparatus need not be inclined when buildings or high trees are
being photographed. The door, E, performs the role of a shade.
When the apparatus has been fixed upon its tripod and properly
directed, all the operator has to do is to close the door, P, and raise
the mirror, M, by turning the button, B, and then expose the plate.
The sensitized plates are introduced into the apparatus through
the door, I, and are always brought automatically to the focus of
the objective through the pressure of the springs, R. The shutter of
the frame, B, opens through a hook, H, with in the pocket, N. After
exposure, each plate is lifted by means of the extractor, K, into the
pocket, whence it is taken by hand and introduced through a slit, S,
behind the springs, R, and the other plates that the frame contains.
All these operations are performed in the interior of the pocket, N,
through the impermeable, triple fabric of which no light can enter.
An automatic marker shows the number of plates exposed. When
the operations are finished, the objective is put back in the interior
of the camera, the doors, P and E, are closed, and the pocket is
rolled up. The apparatus is thus hermetically closed, and,
containing all the accessories, forms one of the most practical of
systems for the itinerant photographer.
“one of the most practical of systems for
the itinerant photographer.”
You press the button, 

we do the rest.
1 2 3
The experience is the product
Technology Features Experience
This pattern continues to repeat itself…
Technology Features Experience
Technology
Features
Experience
Thanks, Martin
Tech
Business
UX
Product Management in theory Product Management in reality
Tech / Business

Analytical
Reductive
Rigorous
Bottom-up
Evaluative
Quantitative
UX / Design

Emotional
Additive
Intuitive
Top-down
Generative
Qualitative
Tech
Business
UX
Product Management in reality
“User experience”
as a field exists
because of
insufficient product
management
Intuit Home | Sitemap | Product List | Help
QuickBooks - for small business finances
QuickBooks Premier: Accountant
Edition for Windows
Intuit Home > Small Business > Business Management >
Box Shot
• Pack my box with five dozen liquor jugs.
• How razorback-jumping frogs can level.
• We dislike to exchange job lots.
• A quart jar of oil mixed with zinc oxide.
• The job requires extra pluck
More info
Add to Cart
Download
CD-ROM
$499.95
» Overview
» Product Info
» New Features
» System Requirements
» FAQs
» Take a Tour
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21/3/05Architecture Diagram v0.3
Munich
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Hong Kong
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15 March 05
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Date: March 05
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March 05
We had questions that needed answers
before we could design….
Who are our users, really? How do they behave? In what
context? What else are they doing?
How will we know when we’re successful?
Are all the stakeholders aligned?

What’s our personality? What do we stand for?
What’s achievable at launch? Where are we ultimately headed?
User research and personas
San Francisco, CA
Connected Life Research
Understand existing personal media
behaviors in the United States.
New York, NY
Columbus, OH
ACTIVITIES
Weeklong diary
Perfect day collage
Day-in-the-life diagram
90 minute interview
LOCATIONS AND PARTICIPANTS
5%
10%
10%
75%
AT A GLANCE
Age: 34
Income: $ 150,000 per year (combined)
Life stage: Married, professional, two children (ages 3 and 7)
HEATHER’S STORY
Heather doesn’t need to set her alarm anymore. As soon as their youngest child, Simon,
wakes up, that’s when her day begins. “Luckily though, we kind of have her trained. We just stick
Simon on the couch and pop in Shrek. She’s fine until our oldest, Chris, wakes up. That’s when all
hell breaks loose! Chris knows how to work the remote, so she’ll change it to her favorite show.
Luckily this morning my husband, Mark, stepped in and said “Chris, if I have to watch Yo Gabba
Gabba one more time, there will be no cartoons for a week!”
Heather feels a little guilty about leaving the kids in front of the TV while she and Mark get
ready for work. So when she gets home from work, she and Mark make a point of spending
some “quality” time with them. “Simon loves to draw, so we’ll usually do that or I’ll read a book
with her while Mark and Chris play games on the Wii.”
Once the kids are in bed, she and Mark just collapse on the couch, watch TV, and talk. “It may
not look special, but it’s one of my most favorite times of the day because it’s our time to just
be together.”
Commute: 30 minutes by car
Environment: Suburban, own a 1,600 sq. ft. house
“We put the kids to bed and it’s time to relax and watch
our shows before we do it all again tomorrow.”
Heather
MOTIVATORS
• Bonding with children and spouse.
• Connected with close friends and relatives.
• Balancing work, social, and family life.
NEEDS
• Ability to share family experiences with close friends and relatives.
• To consume media without taking attention away from children.
• Quality time with kids - we are able to interact with the kids in
a way that builds skills and makes us feel closer.
• Quality time with spouse – we are able to watch “our shows”
without the distraction of kids and work.
• To find content that is suitable and agreeable to all family members.
BEHAVIORS
Take photos and occasional video of family events. Share photos
with close friends and relatives via email or private Flickr account.
Purchase media devices such as, TV, MP3, video games for older kids.
Use parental control features for internet and DVR (with older
kids, concerns about access to adult content).
Hide or place devices out of reach (with younger kids, concerns
about damaging device).
Allow kids to watch movies, play video games, or listen to music
with headphones on (so parents can listen to the radio).
Download apps for kids to play on her iPhone.
Read magazines and blogs with content related to parenting.
Where media is consumed
Home
Car
Travel
Work
How media is acquired
Streaming
Borrow
or library
Purchase
Least skilled Most skilledModerate
Technical ability
Low HighModerate
$ Money spent on media
devices & services
Willingness to share photos,
videos & status updates online
Low HighModerate
shares with friends & family,
not public
Known item
search
Browse categories
Friends
& family
Articles
& ads
How media is discovered
20%
70%
10%
TV Books /
Magazines
GamesInternet Music
40%
40%
10%
10%
DEVICE
MOOD
SERVICES
Informed,
Productive
Productive,
Connected
MORNING AFTER WORK BEFORE BED WEEKENDWORK
Connected,
Informed
AM COMMUTE PM COMMUTE
Productive,
Relaxed
Bonded,
Connected
Bonded, Relaxed Bonded, Connected,
Relaxed
Time spent using media
(hours per week)
35%
15% 20%
30%
DEVICE
MOOD
SERVICES
AT A GLANCE
Age: 29
Income: $ 65,000 per year
Life stage: Single, professional, lives alone
JASON’S STORY
Before he gets on the subway to go to work, Jason grabs a copy of the free local paper, “I like
The SF Examiner for keeping up on local politics, but for everything else, I go online be-
cause if you’re reading something in the paper it’s at least a day old.” Jason prefers sites
like CNN.com, NYTimes.com, and BBC.com.
At work, Jason is focused on making his sales calls. But if his favorite team, the Mets, are
playing he’ll discreetly check the score on his Blackberry. “Luckily my work hasn’t blocked
ESPN.com, so during lunch I can check the score.” Growing up, playing sports was Jason’s
favorite way to connect with friends, but now that his schedule is busier, he finds the same
friendly competition with his fantasy football and baseball leagues.
Jason doesn’t like to think of himself as a “techie”, but he likes being able to figure things
out. “Last weekend all six of us went camping and that was the weekend that the Mets were
playing the Giants. We all wanted to watch the game, so I downloaded an app to my buddy’s
Google phone and linked it to my Slingbox at home. We missed the first inning, but it was
amazing to watch the game in the middle of nowhere!”
Commute: 25 minutes, walk + subway
Environment: Urban, 900 sq. ft. apartment
Informed Focused, Informed,
Productive
“There’s so much going on in the world, why
would I waste my time with reality TV?”
Jason
MOTIVATORS
• To be knowledgeable about current events, both locally and
internationally.
• To be intellectually stimulated. Feels most fulfilled when
learning about new subjects.
• Respected by his close friends, family, and co-workers for his
variety and depth of knowledge.
NEEDS
• Access to content anytime, anyplace (especially sports)
• Variety of information sources (especially news)
• Up-to-date information (news and sports)
• Educational content
BEHAVIORS
Checks news and sports throughout the day on his smartphone
and laptop.
Only watches sports live. Watches ESPN for sports highlights.
Prefers educational content (Discovery channel, History channel)
Uses laptop to research things related to what’s on TV.
Reads in-depth news articles. Prefers online sources for most
up-to-date content and multiple perspectives on a topic.
Connects with close friends via text and email to share opinions
on sports and news.
Attends live sporting events with friends.
Where media is consumed
Home
Work
Live events
Train
How media is acquired
Pirating
Streaming
Borrow
or library
Purchase
TV Books /
Magazines
Games
Time spent using media
(hours per week)
Least skilled Most skilledModerate
Technical ability
Low HModerate
newer devices, fewer
premium services
$ Money spent on media
devices & services
Willingness to share photos,
videos & status updates online
Internet Music Low HModerate
Known it
search
Browse
catego
Friends
& family
Articles
& ads
How media is discovered
10%
20%
20%
50%
10%
10%
15%
65%
Informed, Killing time,
Productive
Informed, Educated,
Relaxed
Informed, Educated,
Relaxed
Informed, Educated,
Relaxed
Informed, Educated
Relaxed
MORNING AFTER WORK BEFORE BED WEEKENDWORKAM COMMUTE PM COMMUTE
Customer journeys and service maps
Financial models
Desired
Behavior
Behavior
Metric
Value
Metric
Financial
Outcome× =
Widen
relationship
Open a
new
account
Actual financialservices clientexample
$ per mo
$13.5 mil
per month
Value of
opening an
account
$45,000
per acct
Number of
accounts
opened /
mo
301

per month
Business

Opportunity
Co-creation across functions
Design can be an
activity that an
organization
embraces, that
everyone can be
involved in.
hardware
engineer
design
strategist
softwareengineer
industrial
designer
naming
consultant
Co-creation across functions
Facilitation
IdeationIdeation
Do more with less
Authentically digital
Pride in craftsmanship
Be fast and fluid
Win as one
Experience strategy and vision
Product/service evolution roadmap
Product/service evolution roadmap
Flesh out
solution Refine
User test Build
Initial
Insight
Plan Ship
Analyze
Here’s
what it
needs to
do.
I have an
idea!
Wait... How
do we know
if we’re
successful?
So then I went in-house, and saw…
Prototype
solutions
Flesh out
solution Refine
Sketch
options
Test
prototypes
User test Build
Initial
Insight
Plan Ship
Analyze
Savvier folks did a little more…
Let’s try
some stuff
out first!
…but I was wondering, where’s the thinking? 

Real user understanding? Strategic alignment?
Prototype
solutions
Flesh out
solution Refine
Sketch
options
Test
prototypes
User test Build
Initial
Insight
Plan Ship
Analyze
Definition Execution
Definition
/ Requirem
ents
Iterative design
Im
plem
entation
Strategy and plan, 

aka “Build the right thing.”
Working through tradeoffs to deliver optimal solution, 

aka “Build the thing right.”
Ideation/Generation
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Sketch
options
Test
prototypes
User test Build
design makes strategy concrete design supports delightful, engaging experiences
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial
Insight
Definition Execution
Definition
/ Requirem
ents
Iterative design
Im
plem
entation
Strategy and plan, 

aka “Build the right thing.”
Working through tradeoffs to deliver optimal solution, 

aka “Build the thing right.”
Ideation/Generation
Understand
the market
Product
Strategy
Prototype
Customer
empathy Ideation
Experience
strategy
Prototype
solutions
Flesh out
solution Refine
Sketch
options
Test
prototypes
User test Build
design makes strategy concrete design supports delightful, engaging experiences
Plan Ship
Analyze
By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks.
Initial
Insight
This isn’t a diagram of good design practice,
this is a diagram of good product management practice.
data
logic
user experience
MAGIC
user experience
data
logic
user experience
data
logic
user experience comes from the outside-in
user experience
And what happens when
you look from the outside
in?
You press the 

button…
You press the 

button…
… and we do 

the rest
Products and features are simply a manifestation
of a service relationship
Finance Co.
AdvisorPhoneStatement WebPrint
Finance Co.
AdvisorPhoneStatement WebPrint
Products and features are simply a manifestation
of a service relationship
Everything is, or is becoming, a service
And how do you deliver a coherent service experience?
Growth Seller Tools
Search/
Browse
Product Page
Shopping Cart
and Checkout
Reviews
Keep teams focused on user experiences
Buyer
Design 

Team
Seller
Design

Team
Growth
Seller Tools
Search/
Browse
Product Page
Shopping Cart
and Checkout
Reviews
S S
D D
TL
S S
D D
TL
Buyer 

Experience
Seller 

Experience
Make
an
Appointment
Buyer
Design 

Team
Seller
Design

Team
S S
D D
TL
S S
D D
TL
Growth
Seller Tools
Search/
Browse
Product Page
Shopping Cart
and Checkout
Reviews
Buyer 

Experience
Seller 

Experience
D
Keep teams focused on customer types
Ken Norton
Noah Weiss
From Ken Norton’s “Don't Ship The Org Chart” Parts 1 and 2
Organize your product managers around
customers, not code repositories. 

Connect PM areas of ownership to users and their
product experiences. Maybe you have a buyer PM
and a seller PM instead of back-end and front-end
PMs.
“
”
Just like it’s ideal to organize your PM
team around customers and use cases,
the same goes for engineering. 

Otherwise, you risk having a PM responsible for a
use case having to work with half a dozen
engineering teams to ship a feature: server, web,
iOS, Android, infra, etc.
“
”
Tech
Business
UX
Tech
Business
UX
Design
UX Product
The experience is the product
Peter Merholz
e: peterme@peterme.com
t: @peterme
The experience is the product
Org Design for Design Orgs
Forthcoming book
Out in August, we hope!

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The experience is the product (for Mind The Product 2016)

  • 3. A new photographic apparatus
  • 4. A new photographic apparatus A NEW PHOTOGRAPHIC APPARATUS. This apparatus consists of a box containing a camera, A, and a frame, C, containing the desired number of plates, each held in a small frame of black Bristol board. The camera contains a mirror, M, which pivots upon an axis and is maneuvered by the extreme bottom, B. This mirror stops at an angle of 45°, and sends the image coming from the objective to the horizontal plate, D, at the upper part of the camera. The image thus reflected is righted upon this plate. As the objective is of short focus, every object situated beyond a distance of three yards from the apparatus is in focus. In exceptional cases, where the operator might be nearer the object to be photographed, the focusing would be done by means of the rack of the objective. The latter can also slide up and down, so that the apparatus need not be inclined when buildings or high trees are being photographed. The door, E, performs the role of a shade. When the apparatus has been fixed upon its tripod and properly directed, all the operator has to do is to close the door, P, and raise the mirror, M, by turning the button, B, and then expose the plate. The sensitized plates are introduced into the apparatus through the door, I, and are always brought automatically to the focus of the objective through the pressure of the springs, R. The shutter of the frame, B, opens through a hook, H, with in the pocket, N. After exposure, each plate is lifted by means of the extractor, K, into the pocket, whence it is taken by hand and introduced through a slit, S, behind the springs, R, and the other plates that the frame contains. All these operations are performed in the interior of the pocket, N, through the impermeable, triple fabric of which no light can enter. An automatic marker shows the number of plates exposed. When the operations are finished, the objective is put back in the interior of the camera, the doors, P and E, are closed, and the pocket is rolled up. The apparatus is thus hermetically closed, and, containing all the accessories, forms one of the most practical of systems for the itinerant photographer. “one of the most practical of systems for the itinerant photographer.”
  • 5. You press the button, 
 we do the rest.
  • 6.
  • 8. The experience is the product
  • 9. Technology Features Experience This pattern continues to repeat itself…
  • 12. Thanks, Martin Tech Business UX Product Management in theory Product Management in reality
  • 13. Tech / Business Analytical Reductive Rigorous Bottom-up Evaluative Quantitative UX / Design Emotional Additive Intuitive Top-down Generative Qualitative
  • 14.
  • 15. Tech Business UX Product Management in reality “User experience” as a field exists because of insufficient product management
  • 16.
  • 17. Intuit Home | Sitemap | Product List | Help QuickBooks - for small business finances QuickBooks Premier: Accountant Edition for Windows Intuit Home > Small Business > Business Management > Box Shot • Pack my box with five dozen liquor jugs. • How razorback-jumping frogs can level. • We dislike to exchange job lots. • A quart jar of oil mixed with zinc oxide. • The job requires extra pluck More info Add to Cart Download CD-ROM $499.95 » Overview » Product Info » New Features » System Requirements » FAQs » Take a Tour Additional products for people interested in QuickBooks Premier Accountant Edition for Windows Small Business Tax Preparation TurboTax Business - $99.95 Small Business Legal Quicken Lawyer Business - $79.99 Small Business Retail QuickBooks Point of Sale QuickBooks Premier: Account Edition for Windows integrates with Professional Tax Preparation ProSeries/1040 Intuit's offerings for your industry Accounting Need more? Quicken Premier: Accountant Edition for Windows 5-Pack - $1,499.95 QuickBooks Enterprise Solutions: Accountant Edition - $749.00 Prefer to work online? QuickBooks Online Edition - from $19.95/ month Not an accountant? Quicken Premier for Windows - $499.95 Product Overview ese in addition to...) me Audience Scope Vanilla products Integrates with, or imports data from nk to industry page Buy these instead of... Link to vanilla Link to up-sell Footer navigation area xxxxxx xxxxxx xxxxxx Flight number From To Submit More options | Help Enter either: Or: Check flight status Easycheck-inFind fares Book at united.com and earn 1000 bonus miles. Learn more. fare finder & check-in forms United's restructuring | Press releases United News See also: Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat Check mileage summary xxxxxxMileage Plus # xxxxxxPassword Log in Forgot password? Valuable Offers ad/promo ad/promo join MP promo Mileage Plus banner ads area Susie's Box (should collapse more) Flights | Hotels | Cars | Packages | Cruises | Special DealsShop for:Planning Travel Travel Support Mileage Plus About United Ted inspiration bar xxxxxxWorldwide Sites | Contact United Search adaptive path Tim Gasperak <tim@adaptivepath.com> | Peter Merholz <peterme@adaptivepath.com> united.com home page | Quick Hit 15 Jan 2004 Special Offers Visit Singapore now for as low as HKD930 Catch Saturday Night Fever Live More fares from Hong Kong to Bangkok HKD1,950 Taipei HKD2,200 Tokyo HKD3,590 Check out our new CXpecials, with special fares and offers from Hong Kong Travel Advisories - No nailclippers at security checks Home Offers and Promotions Manage Your Trip Travel Assistance At the Airport What’s Onboard Frequent Flyer Duty Free & Online Shop Book a flight about us : careers : faqs : site map : legal : viewing tips : contact us Home Page Peter Merholz <peter@adaptivepath.com> Kevin Cheng <kc@adaptivepath.com> Cathay Pacific Page 1 of 8 21/3/05Architecture Diagram v0.3 Munich From Hong Kong To Departure date 01 Return date 15 March 05 One WayRound trip Cabin Class Economy Search for fares Online Check-in Arrivals and Departures Germany (change region) Deutsch | English On-time Departures 21 Mar 2005 86.7% Limited time offers: Don't miss this week's special with Jakarta, Auckland and Vancouver The Marco Polo Club Number: PIN: Search the site Search Log in Number: PIN: Check in Flight Number: Check Date: March 05 more options March 05
  • 18. We had questions that needed answers before we could design…. Who are our users, really? How do they behave? In what context? What else are they doing? How will we know when we’re successful? Are all the stakeholders aligned?
 What’s our personality? What do we stand for? What’s achievable at launch? Where are we ultimately headed?
  • 19. User research and personas San Francisco, CA Connected Life Research Understand existing personal media behaviors in the United States. New York, NY Columbus, OH ACTIVITIES Weeklong diary Perfect day collage Day-in-the-life diagram 90 minute interview LOCATIONS AND PARTICIPANTS 5% 10% 10% 75% AT A GLANCE Age: 34 Income: $ 150,000 per year (combined) Life stage: Married, professional, two children (ages 3 and 7) HEATHER’S STORY Heather doesn’t need to set her alarm anymore. As soon as their youngest child, Simon, wakes up, that’s when her day begins. “Luckily though, we kind of have her trained. We just stick Simon on the couch and pop in Shrek. She’s fine until our oldest, Chris, wakes up. That’s when all hell breaks loose! Chris knows how to work the remote, so she’ll change it to her favorite show. Luckily this morning my husband, Mark, stepped in and said “Chris, if I have to watch Yo Gabba Gabba one more time, there will be no cartoons for a week!” Heather feels a little guilty about leaving the kids in front of the TV while she and Mark get ready for work. So when she gets home from work, she and Mark make a point of spending some “quality” time with them. “Simon loves to draw, so we’ll usually do that or I’ll read a book with her while Mark and Chris play games on the Wii.” Once the kids are in bed, she and Mark just collapse on the couch, watch TV, and talk. “It may not look special, but it’s one of my most favorite times of the day because it’s our time to just be together.” Commute: 30 minutes by car Environment: Suburban, own a 1,600 sq. ft. house “We put the kids to bed and it’s time to relax and watch our shows before we do it all again tomorrow.” Heather MOTIVATORS • Bonding with children and spouse. • Connected with close friends and relatives. • Balancing work, social, and family life. NEEDS • Ability to share family experiences with close friends and relatives. • To consume media without taking attention away from children. • Quality time with kids - we are able to interact with the kids in a way that builds skills and makes us feel closer. • Quality time with spouse – we are able to watch “our shows” without the distraction of kids and work. • To find content that is suitable and agreeable to all family members. BEHAVIORS Take photos and occasional video of family events. Share photos with close friends and relatives via email or private Flickr account. Purchase media devices such as, TV, MP3, video games for older kids. Use parental control features for internet and DVR (with older kids, concerns about access to adult content). Hide or place devices out of reach (with younger kids, concerns about damaging device). Allow kids to watch movies, play video games, or listen to music with headphones on (so parents can listen to the radio). Download apps for kids to play on her iPhone. Read magazines and blogs with content related to parenting. Where media is consumed Home Car Travel Work How media is acquired Streaming Borrow or library Purchase Least skilled Most skilledModerate Technical ability Low HighModerate $ Money spent on media devices & services Willingness to share photos, videos & status updates online Low HighModerate shares with friends & family, not public Known item search Browse categories Friends & family Articles & ads How media is discovered 20% 70% 10% TV Books / Magazines GamesInternet Music 40% 40% 10% 10% DEVICE MOOD SERVICES Informed, Productive Productive, Connected MORNING AFTER WORK BEFORE BED WEEKENDWORK Connected, Informed AM COMMUTE PM COMMUTE Productive, Relaxed Bonded, Connected Bonded, Relaxed Bonded, Connected, Relaxed Time spent using media (hours per week) 35% 15% 20% 30% DEVICE MOOD SERVICES AT A GLANCE Age: 29 Income: $ 65,000 per year Life stage: Single, professional, lives alone JASON’S STORY Before he gets on the subway to go to work, Jason grabs a copy of the free local paper, “I like The SF Examiner for keeping up on local politics, but for everything else, I go online be- cause if you’re reading something in the paper it’s at least a day old.” Jason prefers sites like CNN.com, NYTimes.com, and BBC.com. At work, Jason is focused on making his sales calls. But if his favorite team, the Mets, are playing he’ll discreetly check the score on his Blackberry. “Luckily my work hasn’t blocked ESPN.com, so during lunch I can check the score.” Growing up, playing sports was Jason’s favorite way to connect with friends, but now that his schedule is busier, he finds the same friendly competition with his fantasy football and baseball leagues. Jason doesn’t like to think of himself as a “techie”, but he likes being able to figure things out. “Last weekend all six of us went camping and that was the weekend that the Mets were playing the Giants. We all wanted to watch the game, so I downloaded an app to my buddy’s Google phone and linked it to my Slingbox at home. We missed the first inning, but it was amazing to watch the game in the middle of nowhere!” Commute: 25 minutes, walk + subway Environment: Urban, 900 sq. ft. apartment Informed Focused, Informed, Productive “There’s so much going on in the world, why would I waste my time with reality TV?” Jason MOTIVATORS • To be knowledgeable about current events, both locally and internationally. • To be intellectually stimulated. Feels most fulfilled when learning about new subjects. • Respected by his close friends, family, and co-workers for his variety and depth of knowledge. NEEDS • Access to content anytime, anyplace (especially sports) • Variety of information sources (especially news) • Up-to-date information (news and sports) • Educational content BEHAVIORS Checks news and sports throughout the day on his smartphone and laptop. Only watches sports live. Watches ESPN for sports highlights. Prefers educational content (Discovery channel, History channel) Uses laptop to research things related to what’s on TV. Reads in-depth news articles. Prefers online sources for most up-to-date content and multiple perspectives on a topic. Connects with close friends via text and email to share opinions on sports and news. Attends live sporting events with friends. Where media is consumed Home Work Live events Train How media is acquired Pirating Streaming Borrow or library Purchase TV Books / Magazines Games Time spent using media (hours per week) Least skilled Most skilledModerate Technical ability Low HModerate newer devices, fewer premium services $ Money spent on media devices & services Willingness to share photos, videos & status updates online Internet Music Low HModerate Known it search Browse catego Friends & family Articles & ads How media is discovered 10% 20% 20% 50% 10% 10% 15% 65% Informed, Killing time, Productive Informed, Educated, Relaxed Informed, Educated, Relaxed Informed, Educated, Relaxed Informed, Educated Relaxed MORNING AFTER WORK BEFORE BED WEEKENDWORKAM COMMUTE PM COMMUTE
  • 20. Customer journeys and service maps
  • 21. Financial models Desired Behavior Behavior Metric Value Metric Financial Outcome× = Widen relationship Open a new account Actual financialservices clientexample $ per mo $13.5 mil per month Value of opening an account $45,000 per acct Number of accounts opened / mo 301
 per month Business
 Opportunity
  • 22. Co-creation across functions Design can be an activity that an organization embraces, that everyone can be involved in. hardware engineer design strategist softwareengineer industrial designer naming consultant
  • 26. Do more with less Authentically digital Pride in craftsmanship Be fast and fluid Win as one Experience strategy and vision
  • 29. Flesh out solution Refine User test Build Initial Insight Plan Ship Analyze Here’s what it needs to do. I have an idea! Wait... How do we know if we’re successful? So then I went in-house, and saw…
  • 30. Prototype solutions Flesh out solution Refine Sketch options Test prototypes User test Build Initial Insight Plan Ship Analyze Savvier folks did a little more… Let’s try some stuff out first! …but I was wondering, where’s the thinking? 
 Real user understanding? Strategic alignment?
  • 31.
  • 33. Definition Execution Definition / Requirem ents Iterative design Im plem entation Strategy and plan, 
 aka “Build the right thing.” Working through tradeoffs to deliver optimal solution, 
 aka “Build the thing right.” Ideation/Generation Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Sketch options Test prototypes User test Build design makes strategy concrete design supports delightful, engaging experiences Plan Ship Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Initial Insight
  • 34.
  • 35. Definition Execution Definition / Requirem ents Iterative design Im plem entation Strategy and plan, 
 aka “Build the right thing.” Working through tradeoffs to deliver optimal solution, 
 aka “Build the thing right.” Ideation/Generation Understand the market Product Strategy Prototype Customer empathy Ideation Experience strategy Prototype solutions Flesh out solution Refine Sketch options Test prototypes User test Build design makes strategy concrete design supports delightful, engaging experiences Plan Ship Analyze By Peter Merholz, http://peterme.com. If you use it, please attribute it. Thanks. Initial Insight This isn’t a diagram of good design practice, this is a diagram of good product management practice.
  • 39. data logic user experience comes from the outside-in user experience
  • 40. And what happens when you look from the outside in?
  • 41. You press the 
 button…
  • 42. You press the 
 button… … and we do 
 the rest
  • 43. Products and features are simply a manifestation of a service relationship Finance Co. AdvisorPhoneStatement WebPrint
  • 44. Finance Co. AdvisorPhoneStatement WebPrint Products and features are simply a manifestation of a service relationship
  • 45. Everything is, or is becoming, a service
  • 46. And how do you deliver a coherent service experience? Growth Seller Tools Search/ Browse Product Page Shopping Cart and Checkout Reviews
  • 47. Keep teams focused on user experiences Buyer Design 
 Team Seller Design
 Team Growth Seller Tools Search/ Browse Product Page Shopping Cart and Checkout Reviews S S D D TL S S D D TL Buyer 
 Experience Seller 
 Experience
  • 48. Make an Appointment Buyer Design 
 Team Seller Design
 Team S S D D TL S S D D TL Growth Seller Tools Search/ Browse Product Page Shopping Cart and Checkout Reviews Buyer 
 Experience Seller 
 Experience D Keep teams focused on customer types
  • 49. Ken Norton Noah Weiss From Ken Norton’s “Don't Ship The Org Chart” Parts 1 and 2 Organize your product managers around customers, not code repositories. 
 Connect PM areas of ownership to users and their product experiences. Maybe you have a buyer PM and a seller PM instead of back-end and front-end PMs. “ ” Just like it’s ideal to organize your PM team around customers and use cases, the same goes for engineering. 
 Otherwise, you risk having a PM responsible for a use case having to work with half a dozen engineering teams to ship a feature: server, web, iOS, Android, infra, etc. “ ”
  • 52. Peter Merholz e: peterme@peterme.com t: @peterme The experience is the product Org Design for Design Orgs Forthcoming book Out in August, we hope!