Published on March 12, 2014
BUILDING THE RIGHT PRODUCT FOR THE RIGHT CUSTOMER @mattdanna
with the right amount of luck... Building the right product for the right customer in the right market by the right team using the right technology at the right time SUCCESSFUL PRODUCTS REQUIRE....
SOME USER AUDIENCE RESEARCH...
Matt Danna VP, PRODUCT Fullscreen is a new media company that powers the creation and sharing of content for the connected generation.
IT / Human-Computer Interaction Software Engineer Product Designer Product Marketing Manager Product Manager Innergy Labs Freelance
WHAT IS PRODUCT MANAGEMENT?
“The Biz” Technology User Experience Product! –Martin Ericksson
investigate opportunities define solutions* “To discover a product that is valuable, usable and feasible.” –Marty Cagan
Investigate & Assess Opportunities: SUPPORT TRENDS USER FEEDBACK DESIGNERS ENGINEERING BUSINESS STAKEHOLDERS MARKETING SALES MARKET TRENDS USABILITY TESTING NEW TECHNOLOGIES ITERATION USER BEHAVIOR BUGS
Outline features & functionality, the user experience, and the release criteria Define Solutions (Product Discovery) The process of discovering the solution to an opportunity
PRODUCT MANAGEMENT VS. PROJECT MANAGEMENT
FAST GOOD CHEAP PROJECT MANAGER TRIANGLE
FAST GOOD expensive
GOOD CHEAP slowww
FAST CHEAP crap
FAST GOOD CHEAP PROJECT MANAGER TRIANGLE “impossible”
FAST GOOD CHEAP Research, Design, & QA Product Engineering
investigate opportunities define “inexpensive” solutions
BUILDING THE RIGHT PRODUCT FOR THE RIGHT CUSTOMER
What’s the first step in building the right product??
Don’tbuildtheproduct! Building = expensive
“Desire Path” Image credit: Google Maps
Determinewhoyouruseris CUSTOMER DEVELOPMENT
Selectiveservice Be critical regarding what customer you’re trying to serve
Customer Development capabilities: USER PERSONAS ONLINE INTERVIEWS COMPETITIVE ANALYSIS WEB ANALYTICS DATA MINING FOCUS GROUPS MARKET RESEARCH SURVEYS ONSITE VISITS TALK TO THEM IRL
VITAMIN OR PAIN KILLER?
Opportunityassessment How viable is the potential opportunity?
POEM FRAMEWORK Product Opportunity Evaluation Matrix (POEM) CUSTOMER PRODUCT TIMING FINANCE COMPETITION PRODUCT/ MARKET FIT?
ADOPTION PRODUCT/MARKET FIT TIME Discovery Stickiness Virality Revenue Scale TRACTION Courtesy
Prototype&Test Before building full product
CONCIERGE MVP (Minimum Viable Product... not Most Valuable Player) YOUR BFF!
Capitalized on lodging shortage during a design conference in San Francisco. ! Founders sold space in their living room to validate whether customers were willing to pay for sleeping on air beds. Images credit: Shana Wright (
WIZARD OF OZ MVP (shhh there’s a wizard behind the curtain)
Nick Swinmurn founded Zappos.com in 1999. ! Validated the hypothesis that people would buy shoes online without having any actual inventory. Images credit:
Alwaysquestionyour assumptions ! Put your ego and emotions aside
Mercedes “KEYLESS-GO” SOME OF THE BEST PRODUCTS DON’T HAVE AN INTERFACE Unlock Lock Images credit:
Definesuccess Be opinionated!
METRICS: MEASURE TO LEARN & IMPROVE EXPLORATION investigate an assumption, look for causalities, validate customer feedback, validate internal opinions, etc. REPORTING measure progress, measure feature impact, see customer happiness/health, etc.
“PIRATE METRICS” ARE A GOOD PLACE TO START Acquisition Activation Retention Referral Revenue AARRR!!
Datainfluenced …Not data-driven
Quantitative Data Qualitative Data Competition User Interests Strategic Goals Business Interests Ethics & Regulations
User-centered …Not user lead
“GENERATION FACEBOOK IS TAKING ACTION - AGAINST FACEBOOK.” -TIME MAGAZINE “THERE HAS BEEN AN OVERWHELMINGLY NEGATIVE RESPONSE TO FACEBOOK’S LAUNCH OF TWO NEW PRODUCTS…” -TECHCRUNCH “FRANKLY, THE ONLY POSSIBLE OUTCOME IS THAT FACEBOOK WILL BE FORCED TO PROVIDE AN "OFF SWITCH" - THE MAJORITY OF USERS WILL THEN OPT OUT OF THE SYSTEM, MAKING IT FAR LESS USEFUL.” -PETE CASHMORE, MASHABLE
Selectiveinnovation Be careful where you spend your time
There’s no need to reinvent the sign-in form... ! Or design a custom icon web font... ! Or construct your own analytics suite... ! Or build a home-brew customer support solution... ! Etc etc etc EVEN THOUGH YOUR DESIGNERS OR ENGINEERS MAY MAKE IT SOUND SEXY...
KEEP YOUR ENGINEERS AWAY FROM “HACKER NEWS ENGINEERING”
Avoiddistractions ...like a plague
Heavy documentation is wasteful = distraction
Always keep one eye on competition, but stay focused on your own productImage credit:
DISTRACTION OR OPPORTUNITY? HINT: If it takes away focus from your core value proposition, it’s a distraction. Is it a...
If your product isn’t getting traction... Failasfastasyoucan!
ADOPTION PRODUCT/MARKET FIT TIME TRACTION Discovery Stickiness Virality Revenue Scale ITERATE OR PIVOT Courtesy
ADOPTION PRODUCT/MARKET FIT TIME Discovery Stickiness Virality Revenue Scale PRODUCT DISCOVERY & CUSTOMER DEVELOPMENT SCALE, MARKETING, OPERATIONS BIZ DEV, ETC TRACTION Courtesy
If your product is getting traction... Focusonbuildingtheteam thatwillbuildyourcompany
Product Manager 1 Product Designers 2 Product Engineers 6: : MAGIC RATIO FOR TEAM COMPOSITION Remember the FAST, GOOD, CHEAP? This is one way to create that rhythm.
WHEN HIRING... I DON’T LOOK FOR PROBLEM SOLVERS. I WANT PROBLEM SEEKERS. ! THINKING OUTSIDE THE BOX? I TRY TO FIND PEOPLE WHO ARE OKAY IF THERE IS NO BOX.
1) Can they do what the job requires today? 2) Can they do what the job will require in 2 years? 3) Could they do the job better than I could? 4) Can I learn from this person? 5) Would it be a delight to work with this person? 5 QUESTION INTERVIEW RETROSPECTIVE
Havefun and stay curious!
1. Meet with your users 2. Determine pain points 3. Iterate If you remember nothing else...
THX! <3 @mattdanna Matt Danna @fullscreen Oh, and Fullscreen’s recruiting! fullscreen.net/careers
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