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#1 HOW LONG DOES IT TAKE?
It depends…
#2 FINISHED? I DON`T LIKE IT
…
#3 I WANT SOMETHING VIRAL & GAMIFIED
What?
ABOUT ME
• Founder of Travelchat
• Product Manager
• 5 years in startups in Berlin
• Studied Innovation in Copenhagen
WHAT IS A PRODUCT MANAGER?
PRODUCT MANAGER LISTEN&
ORGANIZE
DEVS&DESIGNERS CREATE
PRODUCT SOLVES
PROBLEM
USERS&TEAM HAVE
PROBLEMS
TRAVELCHAT
GOAL OF THE WORKSHOP
DEVELOPTHINK MEASURE
How to develop meaningful features avoiding frustration?
HOW MOST COMPANIES DO IT
DEVELOP
TH
INK
MEA
SU
RE
WHY FEATURES NEED THINKING
150 Characters
limit Unexpected behaviour:
If you write more? If you paste?
Who write the errors? How do they appear?
UX: Users understand it?
Counter? How does it look?
Manteinance: QA?
Documentation? Compatible with updates?
Results: Are users
more engaged?
#1 THINK
HOW TO THINK A FEATURE?
STRONG HYPOTHESIS
CORE PROBLEM
REALISTIC DESIGN
HOW TO FIND YOUR BIGGEST PROBLEM?
WHAT IS THE FLOW TO REACH THE GOAL?
HOMEPAGE
CATEGORY
PRODUCT
CART
HOME
CATEGORY
PRODUCT
CART
ZALANDO USERFLOW
EVERY PAGE HAS A (MEASURABLE) GOAL
What do you want the user to do in each page?
HOME: START SEARCHING
CATEGORY: FIND PRODUCTS
PRODUCT: ADD TO CART
CART: COMPLETE PURCHASE
HOME 100%
CATEGORY 70%
PRODUCT 20%
PURCHASE 2%
ZALANDO USERFLOW
TUTORIAL 100%
ASK QUESTION 95%
2nd DAY BACK 50%
TIP 3%
TRAVELCHAT USERFLOW
YOUR BIGGEST PROBLEM IS WHERE USERS STOP
USERFLOW IN GAMING
OPTIMIZING THE FLOW
THE IDEA OF FLOW IS NOT NEW
WHAT IF THE FLOW IS NOT LINEAR?
HOME
CATEGORYPRODUCT
CART
SETTINGS
ABOUT US
AARRR: PIRATE METRICS
250 users
125 users
50 users
0 users
0 users
COMPARING WEEKS IS INSIGHTFUL
100%
50%
20%
0%
0%
Week 1
100%
70%
25%
0%
0%
Week 2
EFFECTS OF A NEWSLETTER ON RETENTION?
WE KNOW WHERE USERS DROP. BUT WHY?
DEVELOP THE HYPOTHESIS
HOW TO THINK A FEATURE?
STRONG HYPOTHESIS
CORE PROBLEM
REALISTIC DESIGN
HOME 100%
CATEGORY 70%
PRODUCT 20%
PURCHASE 2%
WHY DO USERS DROP IN THIS STEP?
3 REASONS
#1 UX PROBLEMS
Content UX Bug
HOW TO SPOT UX PROBLEMS?
Usability test:
1) Sit next to a user
2) Ask him to complete the task (don´t explain)
3) Ask him to talk loud
TYPES OF UX PROBLEMS
1) Finding (visual hierarchy, resolutions, bad trigger etc…)
2) Understanding (copy, images, missing CTA etc…)
#2 VALUE PROBLEMS
THE MOM TESTHow to talk to customers when everyone is lying to you
WHAT IS THE MOM THINKING?
You: Mom, do you have 5 minutes? I wanted to talk about my business
MOM: Yes, sure. Tell me.
MOM: I am so proud of you, son
YOU: You like the Ipad and you use it a lot, right?
MOM: Yes, sure. It´s amazing.
MOM: I actually use it to watch “Un medico in Famiglia”
YOU: Would you buy a recipes app for the Ipad?
MOM: Oh, I love recipes! Will there be also Christmas recipes?
MOM: I am full of cooking books. The Ipad in the kitchen might get dirty. I have never bought an app. How do you insert the credit card in the ipad?
HOW DO YOU SOLVE THE PROBLEM NOW?
Hypothetical & Generic:
“In future I could…” “Yes, I would like to…” “I always do it…”
Specifics about the past:
“How do you solve it now?” “Do you spend money on it?” “Did you change solution?”
KIDS ASKING WHY MODE: ON
ASK WHY TO GET TO THE ROOT
BIG PAIN, BIG GAIN
• Finding users is hard
• Understanding them is hard
• Digesting the feedback is hard
TALKING IS EXPENSIVE. WHAT IF I GUESS?
#3 BUGS
DESIGN THE FEATURE
HOW TO THINK A FEATURE?
STRONG HYPOTHESIS
CORE PROBLEM
REALISTIC DESIGN
BENCHMARKING
Someone already solved your problems - Similar US startups (Whatsapp etc…) - The big guys (Facebook, Google, Amazon
etc…)
THE FLOW OF A FEATURE
*Pro tip: always ask it before start building
INTERACTIVE PROTOTYPENo graphics, no features but clickable
WHY A PROTOTYPE?
- Focus on features instead of graphics
- Align expectations
- Discover hidden complexity
HOW TO THINK A FEATURE
HYPOTHESISPROBLEM DESIGN
Where do users drop?
Why? UX, Value, Bug
Flow, Prototype,
Design
#2 DEVELOP
BUSINESS vs
- Intuitive intelligence - Need quick results - Change idea often - Think big
- Rational intelligence - Keen into details - Need focus - Pragmatic
IT
FROM VISION TO EXECUTION
1) Divide the feature in small stories
FROM VISION TO EXECUTION
2) Describe in details each story
FROM VISION TO EXECUTION
3) Include logic, graphics and texts
FROM VISION TO EXECUTION
4) Estimated by developers
FROM VISION TO EXECUTION
5) Communicate prioritisation
- Logic
- Texts
- Graphics
- Estimated
- Prioritised
WHEN IS A FEATURE READY FOR DEVELOPMENT?
3 PRACTICAL MEETINGS1) Kickoff
Goal: What do we do this week?
Preparation: Users stories
When: Monday, 30 min.
2) Standup
Goal: Updating
Preparation: What I have done, What I will do, Blockers
When: Every day, 5 min., standing
3) Retrospection
Goal: How can we improve?
Prepare: 2 min. at the beginning of the meeting
When: Friday, 15 min.
QA: ALL STEPS ON ALL PLATFORMS
HOW TO REPORT BUGS
Reproduction logic: 1) Write a long text 2) Attach a picture 3) Send photo 4) Keyboard becomes huge
Technical details/Links: - It happens on all the iphones
Screenshot/Screencast:
*Pro tip: is it critical? Does it affect badly core KPIs?
FROM VISION TO EXECUTION
#3 MEASURE
ANY IMPROVEMENT IN PIRATE METRICS?
100%
50%
20%
0%
0%
Week 1
100%
70%
25%
0%
0%
Week 2
ANY IMPROVEMENT IN THE COHORT?
A/B TESTING
PROCESS TO CREATE FEATURES
DEVELOPTHINK MEASURE
Goal, Flow, Design
User stories, Kickoff, standup
Pirate Metrics A/B Test
I WANT SOMETHING VIRAL & GAMIFIED
What hypothesis are you testing? Why is it crucial
now?
HOW LONG DOES IT TAKE?
Show me the flow. Break down in small stories.
FINISHED? I DON´T LIKE IT!
Agree before starting on goals, flow, stories
READINGSTOOLS:
Prototypes: http://pidoco.com/, https://balsamiq.com/
Project Management: https://trello.com/, http://www.pivotaltracker.com/, https://www.atlassian.com/software/jira
Testing: https://www.optimizely.com/, http://www.crazyegg.com/, http://fivesecondtest.com/, http://www.usertesting.com/
KPIs: https://mixpanel.com/, https://www.kissmetrics.com/, https://www.intercom.io/ , http://trak.io/,
UX:
“5 Principles of persuasive web design” http://conversionxl.com/5-principles-of-persuasive-web-design/?one-last-thing
“BJ Fogg´s behavior model” http://www.behaviormodel.org/
“Don´t make me think” http://www.amazon.com/Dont-Make-Me-Think-Usability/dp/0321344758
“Do things that don’t scale” http://paulgraham.com/ds.html
“The mom test” http://www.slideshare.net/xamde/summary-of-the-mom-test
“How to run a user interview” http://startupclass.samaltman.com/courses/lec16/
People´s management:
“Good Product Manager, Bad Product Manager” http://web.stanford.edu/class/e140/e140a/handouts/ProductMgmt.txt
“How to work with PMs” https://medium.com/the-year-of-the-looking-glass/how-to-work-with-pms-3e852d5eccf5
“How to work with Engineers” https://medium.com/the-year-of-the-looking-glass/how-to-work-with-engineers-a3163ff1eced
“Core Scrum Values” https://www.scrumalliance.org/why-scrum/core-scrum-values-roles
KPIs:
“Lean Startup Metrics” http://practicetrumpstheory.com/3-rules-to-actionable-metrics/
