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Digital product management from the trenches.
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Product Management
Gareth Knighthttp://technovated.com/
http://web-workshops.co.uk/
Hello, welcome and thank you ;-)
Chatham House Rules please / strap yourself in
Where are you currently experiencing pain? Do you want to
move fast?
Let's do some sense checking:
Commercial reality / roadmap / wireframes / design led prototyping / SCRUM / backlog / buglist / source
control / workflows / user testing / functional testing / unit testing / multi-disciplined team / one click
deployments / server infrastructure / tech stacks / libraries / participating in communities?
Simplicity is your goal
Overengineering and premature optimisation are the mother of all evil
Constant iteration is your weapon
Get out as quickly as possible / test / fix bugs / adapt to users and intelligence / rinse and repeat
[screenshots]
Follow a clearly defined process
Everyone will know where they are, you can optimise and you can plan
Technical debt is just like real credit
When are you going to pay it off?
Too many cooks = recipe for distaster
Eliminate ambiguity of direction; focus on roles
The user funnel = good responsibility matrix
Getting traffic / keeping traffic
Where can I save?
Outsource commodity work, leverage open source software
Product warning signs
Disobey the 40 / 40 / 20 rule at your own peril
I'm tired of email!
Email is not good for collaboration
The best technology is the one you can use now
Become agnostic about technology as much as you can afford to
Open Source Software can be your friend
.... and your enemy. Use libraries, use frameworks, hammers and nails, many eyeballs
lead to fewer bugs, a sense of community.
Get REAL hosting
Only scale when you need toWindows hosting = expensive
LAMP hosting = cheaper
Internal infrastructure is expensive
Everything you need to be efficient can be done in the cloud. Don't waste time setting up email!
Focus on the user
Ignore that, and your product will flounder. Tech is not the end in itself.
Use REAL designers
For the betterment of dur unterwebs, use a really good designer, so people enjoy looking at your
product ;-)
There will always be bugs
Get over it. Prioritise. Deal with it. Make testing part of your process.
Build something that people will want to use
Inherent value and usefulness = traffic. Your vertical will depend on how much.
Don't be naive about leveraging social networks for traffic
What is your value to the user?
Key metrics to measure ROI
Visitors / uniquesvs
returning users / time on site / goals & funnels / traffic sources / geography / content / ajax & JS
actions
Learn everything you can about search engines
Traffic makes or breaks a product
Google Adwords is great if you have a budget
… but make sure you measure performance
Treasure your users...
… think of them as part of the family
… but be pragmatic about what your users say
Exercise restraint, but keep the conversation going
Thank you!
Gareth Knighthttp://technovated.com/
http://web-workshops.co.uk/