Ecommerce: The least pure form of

product management

Questions to @azizmusa

“Nothing distorts reality as effectively as the promise of financial gain”

Edward Herman & Noam Chomsky Manufacturing Consent

5X shift in 72 hours

-22% shift over the year

15 times lower

conversion

Mobile traffic increasing

Lower conversion of mobile traffic

Degrading overall conversion

The Problem

The Objectives

Double mobile conversion rate

Launch in 5 weeks (code freeze)

Make £50k within 6 weeks

The Process

• Build, and launch• MOCCA room

The Results

Objectives:

Double mobile conversion rate

Launch in 5 weeks (code freeze)

Make £50k within 6 weeks

Mobile Conversion

Mobile Conversion

10x Improvement Conversion

On Time

Code Freeze

Revenue

Make £50k within 6 weeks

Revenue

Make £50k within 6 weeks

Actually £50k 6 DAYS

Revenue

Make £50k within 6 weeks

Actually £50k 6 DAYS

In 6 weeks made £500k

Felt uncomfortable

Didn’t deliver pure product

Felt too much pressure

Deconstructing Discomfort

Why

?

Why

?

Felt uncomfortable

Didn’t deliver pure product

Felt too much pressure

Deconstructing Discomfort

Felt uncomfortable

Didn’t deliver pure product

Felt too much pressure

Deconstructing Discomfort

PURE PRODUCT

Simple and beautiful

Create Perfect

Simple

BeautifulRandomProblemMarkers

Purity of Product

Search

Profound Simplicity

“…..to see inexplicable events as a time to flee corresponds to superficial simplicity. People soon realize that "it's not quite that simple." But the moment they admit that, and the moment they start to build a more nuanced explanation, then confused complexity floods in.” Karl Wieck 2004

Profound SimplicityConfused Complexity

Profound Simplicity

Profound Simplicity

“Profound Simplicity is not merely the absence of complexity, it is the exquisite mastery of it.”

Beautiful

“Hear my soul speak. Of the very instant that I saw you, Did my heart

fly at your service” The Tempest. William Shakespeare

Chrome advertsJohn Lewis advert

iPod Shuffle dial

Felt uncomfortable

Didn’t deliver pure product

Felt too much pressure

Deconstructing Discomfort

4 Pressure sources

“For the love of money is the root of all kinds of evil. And some people, craving

money, have wandered from the true faith and

pierced themselves with many sorrows” Timothy

6:10

“It’s impossible to unlearn what you already know.” Chip and Dan Heath, Made to Stick

Have product principles, know them deeply

If you break your principles do it consciously

There’s no shame in striving for perfection and failing