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In large organisations product managers fulfil pivotal strategic roles, deciding which products and features to launch into the right market at the right time. In small and medium sized businesses, the role of the product manager is often not that well defined, or sometimes does not exist at all. User Experience professionals often seem to be a logical choice to fill that gap. But are they? In this session at Web Expo Prague in September 2014, I talked about his experience of being an accidental product manager, the challenge of managing product vision, strategy and roadmap, what makes product management different from UX design, and how to succeed in your first months of having to fill this role.
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Product… Designer / Owner / Manager!How to manage the transition… !
Peter Otto !Web Expo Prague!Sept 2014!
Hello.!
UX DESIGNER
MANAGER PRODUCT UX MANAGER
I’M BEING MADE A PRODUCT OWNER/MANAGER!
ME
Well it ain't that easy….!
Image credit: flickr.com/nathangibbs
A Tsunami of new responsibilities coming towards you….!
More than 88 percent of product managers I surveyed said that there isn’t a carefully thought-out plan for them when they start their jobs. They get caught up in the whirlwind of seemingly urgent tasks that act like a riptide in an ocean. !!Steven Haines: The product manager’s survival guide!
“
”
A Tsunami of new responsibilities coming towards you….!
“Can we do a workshop on the marketing material?”!!
”My client wants to see the roadmap!” !!
“We need to talk about this launch!”!!
“Like this it’s never going to sell!”!!
“Can we put this in the backlog?”!!
“What about these feature requests?”!!
“We don’t have any business requirements!”!!
“We’ve got a $ 1M sales target for this product!” !
“When is this being released?”!!
When?!
Image credit: elisson1.blogspot.co.uk
Take control. !!
Enjoy the ride.!!
Enjoy the ride.!!
So what does a product manager do and how !do you fit? ! !
If your role is now:! !Design the right product for !your users (and company)*!
*https://medium.com/what-i-learned-building/63c09a43d0ec!!
It will become:! !Help your team (and company) ship the right product to your users*!!
*https://medium.com/what-i-learned-building/63c09a43d0ec!!
Users Business
Technology / Resources You should be here...
Users Business
Technology / Resources
Product managers are here too...
Users Business
Technology / Resources
Market trends Long-term strategy
Future technology
Insight
Strategy
Concept
Design Development
Launch
Performance Management
DISCOVERY POST-LAUNCH
PLANNING AND DESIGN
INTRODUCTION
Can I do all this?
Ability to do hands-on design & research
Complexity / Size of product
How to master the transition!
Listen and learn!1!
Sales
Support
Operations
Finance
Marketing
Customers
Business management
Design
Development
Users
Gather insight to build !strategic foundations!2!
Foundations of a solid product strategy!
• Competitive landscape!
• Size!
• Readiness!
• Segmentation!
• Economical, political, social, legal, technological factors!
• Regional variations!
• Long term trends!
• Demographics!
• Industries / Company size!
• Roles !
• Budgets / Deal sizes!
• Goals / Issues!
• Needs / Wants!
• Attitudes / Motivations!
• Barriers to entry!
• Attitudes!
• Needs!
• Abilities / Proficiency of use!
• Preferences!
• Motivators!
• Work and usage patterns!
• Sales / contribution!
• Profitability / Margin !
• Actual usage!
• Usability !
• User / customer satisfaction!
• Market share!
• Supportability !
• Deliverability !
• Sustainability !
• Competiveness!
!
Understand the market and the competition:!
Understand who buys your product and why:!
Understand your user and their needs:!
Understand and measure product performance!
MARKET POSITIONING! VALUE PROPOSITION! PERFORMANCE INDICATORS!
?
Understand and measure product success across the whole customer lifecycle!
Find!What are people looking for?!• Web stats!• Key words / search logs!• Competitor evaluation!• Market stats / research!
Evaluate!Does the product meet their needs?!• Questionnaire!• Usability testing!• User forums!• Remote research!
Buy!What do they buy and why?!• Sales stats!• Post-sale questionnaire!• User forums!• Remote research!
Upgrade!Which new features and product would they buy?!• Market research!• User forums!• Questionnaire!• Contextual research!
Use!How well does the product perform? !• Questionnaire!• Usage stats!• User forums!• Usability testing!• Support calls!• Contextual research!
Learn!Which features are they aware of / start using?!• User forums!• Questionnaire!• Support calls!• Usage stats!
1
2 5
3 4
6
Connecting the dots and filling the gaps!
Find! Evaluate! Buy! Learn! Use! Upgrade!
Do we have what people are looking
for?!
What do customers actually need / want? How well
does the product satisfy their need?!
What do they actually buy and
why?!
What do they actually install, learn
and start using? !
How happy are they with the product? Does it meet their
needs?!
TRACK! PRODUCT! PERFORMANCE! OVER! TIME!
Articulate the vision!3!
Articulate the vision
Image credit: ffffound.com!
The best way to predict the future !is to invent it. !!!
“ ”
CUSTOMER INSIGHT
USER INSIGHT MARKET INSIGHT TECHNOLOGY FORESIGHT
PRODUCT STRATEGY & MARKETING STRATEGY
BUSINESS CASE
BUSINESS STRATEGY
Image credit: nationalmuseum.af.mil!
SALES STRATEGY
PRODUCT POSITIONING
PRODUCT USAGE
Articulate the vision
I skate where the puck is going, not were it has been.!!Wayne Gretzky!!!!
“ ”
Prioritise!4!
REVENUE POTENTIAL
TECHNICAL FEASIBILITY OR ADVANTAGE
SUSTAINABLE DIFFERENTIATION
Market differentiation
Commercial success
Technical possibility
IMPROVE EXTEND
FIX
Create useful communications!5!
CENTRAL REPOSITORY!
PRODUCT SHOW & TELL!
Ship!6!
You lose 100% of the shots that you don’t take.!!Wayne Gretzky!!!!
“ ”
Thank you.!
