Product Management & Design At Startups

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Talk at IxDASF (Interaction Design Association of San Francisco) on the role of product managers and designers at startups.

Transcript

<p>Slide 1</p> <p>Copyright 2010YourVersion</p> <p>DanOlsenDanOlsenCEO,YourVersionCEO,YourVersion</p> <p>Feb11,2010Feb11,2010</p> <p>ProductManagement&amp; Design at Startups</p> <p>Copyright 2010YourVersion</p> <p>MyBackground Education</p> <p> BS,ElectricalEngineering,Northwestern MS,IndustrialEngineering,VirginiaTech MBA,Stanford UIdesign,XHTML,CSS,JavaScript,PHP,MySQL</p> <p> 18yearsofHightechProductExperience Managedsubmarinedesignfor5years 5yearsatIntuit,ledQuickenProductManagement LedProductManagementatFriendster OlsenSolutionsLLC,PMconsultantforstartups CEO&amp;FounderofYourVersion,realtimediscoverystartup Speaker:Web2.0Expo,Startonomics,FBfund,Stanford</p> <p>Willpostslidestohttp://slideshare.net/dan_o</p> <p>Copyright 2010YourVersion</p> <p>WhatstheGoalofaStartup?</p> <p> Poll:raiseyourhandifyourea PM,Designer,Developer startup,maturecompany,agency</p> <p> Deliveraproductthat: Meetscustomers needs Isbetterthanotheralternatives Iseasytouse Hasagoodvalue/price</p> <p> Acquireandretaincustomers Generateenoughrevenuetocovercosts</p> <p>Copyright 2010YourVersion</p> <p>WhoseJobIsIt?(PMorDesigner)</p> <p> Understandcustomers needs Researchcompetitiveproducts Ensureourproductisbetterthanrest Ensureourproductiseasytouse Ensureourproductisaestheticallypleasing Defineproductstrategy Businesssuccess(revenue) Useracquisition(marketing)</p> <p>Copyright 2010YourVersion</p> <p>KeyRolesandInteractions</p> <p>ExternalExternal</p> <p>InternalInternal</p> <p>InterfaceInterfaceProductProduct</p> <p>ManagementManagementUIUI</p> <p>DesignDesign</p> <p>EngineeringEngineering QAQA</p> <p>MarketingMarketing</p> <p>SupportSupport</p> <p>ProspectiveCustomers</p> <p>ExistingCustomers</p> <p>Listeningtocustomers</p> <p>Engineering</p> <p>Copyright 2010YourVersion</p> <p>TheDesignGapatMostStartups</p> <p>Define Design Code</p> <p>Product Mgmt Engineering</p> <p>Product Mgmt</p> <p>big gap</p> <p>Engineeringgap</p> <p>Product Mgmt gap Engineering</p> <p>PM Eng</p> <p>EngPM</p> <p>UI</p> <p>Level</p> <p>2</p> <p>3</p> <p>4</p> <p>5</p> <p>Engineering1</p> <p>Copyright 2010YourVersion</p> <p>TheUIDesignIcebergTheUIDesignIceberg</p> <p>VisualDesign</p> <p>InteractionDesign</p> <p>InformationArchitecture</p> <p>ConceptualDesign</p> <p>Recommendedreading:JesseJamesGarrettsElementsofUserExperience chart,freeatwww.jjg.net</p> <p>What most people seeand react to</p> <p>What good PMs and Designers think about</p> <p>Copyright 2010YourVersion</p> <p>ElementsofUserInterfaceDesign</p> <p> InformationArchitecture Structureandlayoutatbothsiteandpagelevel Howsiteisstructured(sitemap) Howsiteinformationisorganized(sitelayout) Howeachpageisorganized(pagelayout)</p> <p> InteractionDesign Howuserandproductinteractwithoneanother Userflows(e.g.,navigationacrossmultiplepages) Userinput(e.g.,controlsandformdesign)</p> <p> VisualDesign Howitlooks vs.Whatitis,oftencalledchrome Typography,colors,graphicalelements</p> <p> Usabilitytesting(RamenUsability:seemyfbFund talk)</p> <p>Copyright 2010YourVersion</p> <p>ProductManagementsJob:</p> <p> Understandcustomerneeds</p> <p> Ensuretheproductmeetscustomerneeds</p> <p> Ensuretheproductisbetterthantherest</p> <p> Workwithteamtodesign&amp;buildgreat</p> <p>product</p> <p> PrioritizeandplanproductideastomaximizeROIon</p> <p>engineeringresources</p> <p> Workwithmarketingonuseracquisition</p> <p> Ensuretheproductismeetingbusiness</p> <p>objectives</p> <p>Copyright 2010YourVersion</p> <p>ProblemSpacevs.SolutionSpace</p> <p>Copyright 2010YourVersion</p> <p> Russians:pencil</p> <p> NASA:spacepen($1MR&amp;Dcost)</p> <p>Example: Abilitytowriteinspace</p> <p>(zerogravity)</p> <p>ProblemSpacevs.SolutionSpace</p> <p> ProblemSpace Acustomerproblem,</p> <p>need,orbenefitthattheproductshouldaddress</p> <p> Aproductrequirement</p> <p> SolutionSpace Aspecific</p> <p>implementationtoaddresstheneedor</p> <p>productrequirement</p> <p>Copyright 2010YourVersion</p> <p>ProblemSpacevs.SolutionSpaceProductLevel</p> <p>ProblemSpace(userbenefit)</p> <p>SolutionSpace(product)</p> <p>TurboTax</p> <p>TaxCut</p> <p>Pen and paperPrepare </p> <p>my taxes</p> <p>File my taxes</p> <p>Copyright 2010YourVersion</p> <p>ProblemSpacevs.SolutionSpaceFeatureLevel</p> <p>ProblemSpace(userbenefit)</p> <p>SolutionSpace(feature)</p> <p>Gmail importerMake it easy </p> <p>to share a link with my </p> <p>friends</p> <p>Allow me to reuse my </p> <p>email contacts</p> <p>Design#1</p> <p>Design#2</p> <p>Design#3</p> <p>DesignPreviewwith</p> <p>checkboxesUsercanedit</p> <p>beforeimport</p> <p>#1 No No</p> <p>#2 Yes No</p> <p>#3 Yes Yes</p> <p>Copyright 2010YourVersion</p> <p>PickingaProductVector&amp;Iterating</p> <p>ProblemSpace SolutionSpace</p> <p>Helpuserbooktravel</p> <p>Helpuserplantravel</p> <p>Feedback</p> <p>Mockups/Code</p> <p>Copyright 2010YourVersion</p> <p>PM=ProblemSpace,Design=SolutionSpace</p> <p> Productmanagementsprimaryjobistodefinetheproblemspace</p> <p> Theuserproblemweretryingtoaddressisx Ifwebuildaproductthatdoesy,peoplewillpayuszdollars</p> <p> Designsprimaryjobistoexplorethesolutionspace(beforecodingbegins)</p> <p> Hereare3differentapproachestosolvingtheproblem Rapidwireframes/prototypes</p> <p> Eachcanhelptheother Byworkingtogether,theytrytoidentifythebest</p> <p>solutiontotheproblem</p> <p>Copyright 2010YourVersion</p> <p>WhataboutEngineering?</p> <p> Engineeringsprimaryjobisalsosolutionspace Design:specifyhowitshouldlook&amp;behave Engineering:buildit</p> <p> Functionalitytoenabledesiredbehavior Implementationofvisualdesign(HTML&amp;CSS) Databaseandarchitecturaldesign</p> <p> Engineeringshouldbeinvolvedearly(vsthrowingitoverthefence)</p> <p> Mockupcyclesarecheaperthancodingcycles</p> <p>Copyright 2010YourVersion</p> <p>WhichisMoreValuabletoaStartup?</p> <p> Specialistorgeneralist? Lotstodo+limitedresources=manyhatsManydesignersarespecializedManyproductmanagersaregeneralists Iftimedemand</p>