Product Management Tipsin Technology Startupby Hadikusuma Wahab @dhiku

TechInAsia DevTalk

Hadikusuma Wahab @dhiku

VP Product at KMK Online

Business Process & Intelligence Manager

Java Engineer

liputan6.com, vidio.com, bintang.com, bola.com

Emtek Tbk, Danone, Coca-Cola Amatil

TelkomSigma

Education BackgroundMBA & Computer Science

Product Manager Roles

Help your team (and startup) ship the right product to your users

Source: https://medium.com/@joshelman/a-product-managers-job-63c09a43d0ec and http://www.sachinrekhi.com/the-art-of-product-management

Drive the vision, strategy, design and execution of their product

Product Manager

Product management relationshipPeer and intense collaboration with lots of stakeholders

Users

Data Analyst

Business development is importantLets raise some money

http://iamnotaprogrammer.com/what-does-a-product-manager-do.html

When you hire first product manager?Product manager help translates from vision to working software

A day in life of Product Manager in KMK?

(9.30) Stand Up Meeting

(10.00) Daily Checkup: Dashboard, Experiment results, User feedback

(10.30) Check current sprint task and backlog

(11.00) Collaboration, sometimes pairing with design team

(13.30) Iteration planning meeting/Sprint with Engineering team

(15.00) Conversation with internal and external users

(17.00) Accept/reject stories, check team velocity, daily planning

So, what exactly, is Product Manager?

Understand company vision and users

Prioritise features, build product roadmap

Growth the numbers, do experiments

“To organize the world‘s information and make it universally accessible and useful.”

— Google

“To be the pulse of the planet” — Twitter

“To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

— Amazon

Understand company vision and usersMeaningful companies are built upon a strong timeless vision

Prioritise features, build product roadmap

Product manager rarely say yes to feature requestsDoes it fit your vision? Will it improve existing workflow? Does it grow the business?

Key features: always make it quantifiably better for those who use it.

Only small part of users use it: Increase the adoption rate to get more people to use it.

Lots of users use it but not often: Increase the frequency to get people to use it more often.

Kill it: admit defeat, and start to remove it from your product.

qualitative survey and in-site analytics

http://www.slideshare.net/MaximeBraud/road-to-a-great-product-methods-tools-and-hacks/23-Map_your_features_into_4

Map and evaluate current features

Prioritise features weekly iteration, understand trade off, and evaluate products

Breakdown the strategy into quarterly product roadmap

Define product roadmap based on user journey

AKey metrics(1-3 max) B

A1 A2 B1 B2A3 B3

Granular metrics

(to drive key metrics up)

Features(list of features, how to evaluate,

incremental development)

A11

A12

A13

A21

A22

A23

A31

A32

A33

B11

B12

B13

B21

B22

B23

B33

B32

B33

Expected output board sample

Quarterly Planning Meeting, No Presentation Tool focus on Team Collaboration

Growth the numbers, do experiments

Each focused team has autonomy to growth the numbers

KMK Labs Focused Team

1.Vidio player team 2.Recommendation team 3.Web team 4.Mobile apps team

1.Consumption team 2.Search team 3.Web team 4.Mobile apps team

Focused team reduce communication complexity and focus on goals

• We do at least 1-2 experiments per week

• Web platform with Google Analytics Experiment, Mobile apps with Apptimize

• Some experiments• Compare related article algorithm• Compare call to action to subscribe newsletter• Compare front page layout 1 column vs 2 column• etc

Make mistakes faster with experimentsCreate a culture in which you accept that mistakes are inevitable

A/B Testing with Google Analytics Experiments (Setup)

A/B Testing with Google Analytics Experiments (Results)

One metric focus: CTR related for mobile & desktop 5 cycles of improvement, over 1 month 22/3 - 22/4

From -19% vs Gravity to +2%

How ?

Case Study: Vidio Recommendation

Case Study: Reactions

One metric focus: Increase engagement from reactionsFrom fake reactions -> working reactions -> new design reactions -> discover

similar reactions and improve register and login process

Each team has their own dashboard to track goals

+

Overview Track features

+ analisis.io

Thank you!