Product Management: Lessons worth sharing, Linat shared with us from her knowledge and experience and demonstrated how frameworks helped her in every new product challenge and still do

1. THE POWER OF
FRAMEWORK THINKING
Linat Wager @ , April 2016

2. HELLO!
I am Linat Wager
Director of Product Management @
WeWork
linat.wager@wework.com

5. ▸ What problem are we solving?
▸ For whom are we solving this?
▸ Why are we doing this?
▸ How are we doing it?
▸ What do we want to achieve?
JOBS
TO
BE
DONE
THE 5 WHYS APPROACH:
FOCUS ON MOTIVATION & CONTEXT

6. LET’S
TALK
ABOUT
WHAT
COMES
FIRST
Effort / Time
to Market
Impact Success
Probability
Hard ranked
prioritization of the backlog

9. ▸ Force dates
▸ Fast, small, simple
▸ Transparency
▸ Communications x3
▸ Data is king
▸ Loop closure
MBO
Management
By
Objectives

10. 6 Months to build
4 Months after launch
22.8M Installed users
1.5M Daily active users
~1M Referrals per day

11. page views/user/year * average $/page *
average yahoo user duration
+
share/user * friends/user * FB feed CTR *
page views/user * average $/page *
average new social bar yahoo user duration
-
Average advertising expense per new user
CLV
Customer
Life-time
Value

12. Vanity Metrics
▸ 22.8M net installs
▸ 150K+ new users/day
▸ 1.5M DAU
▸ 2M read shares
published/day
▸ 900K clicks back to
Yahoo
▸ M/F roughly even.
Both M and F skews
younger (18-24)
▸ 10% Philippines
THE KPI
TRAP
Actionable Metrics
▸ % Existing Users: 90%
▸ % New users from Y!: 2%
▸ Social ON: 98%
▸ FB Feed CTR: 1.4%
▸ Referrals/DAU: .5
▸ Read Shares/User: 1.4
▸ Friends/User: 80% 10 or
less
▸ New User Virality: .02
▸ Re-engagement: .5
The
Product -
Market
fit

13. HOW TO SCALE?

15. “A small, cross-functional, collaborative
(and ideally, co-located) team of empowered
and accountable people”
“Strong product team apply technology,
design, acquisition and monetization
strategies to address real customer needs
within real constraints”
Product teams by Marty Cagan

16. 3 Years
x3 Engineers
x300 QPS
5M Daily impressions
200 Live campaigns
3 New products

17. Best framework for product innovation
get to product-market fit ASAP
▸ Will our users use it? (Market)
▸ Will our users buy it? (Business Model)
▸ Can we build it? (Product)
MVP is the primary tool
for product discovery
PRODUCT
DISCOVERY

19. THE POWER OF
FRAMEWORK THINKING