MY JOB AS A PRODUCT MANAGER

WHAT THIS ROLE IS ALL ABOUT

WHAT DO I DODEFINE THE PRODUCT STRATEGY

What are the product objectives? What is the vision? What are its swots? Who will it serve? Why it is needed? How it will be built? How much resources will be needed? How will it be maintained? How will it beat the competition? How does it align with business and customer objectives?

WHAT DO I DOROADMAPPING

Prioritize features Set delivery timeframes Set high level initiatives Organize maintenance plans Set framework for future investments and

insights into the future Manage releases, sprints and backlogs

WHAT DO I DOCOLABORATE WITH TEAM MEMBERS BY:

Brainstorming Building empathy Offering a hand, not only when needed Building a high performance team Becoming the go-to resource for the product Recruiting and onboarding new members Providing mentorship Going on sales calls and customer visits Making friends with cross-functional teammates

WHAT DO I DO

Internal Sales & Sales engineers Marketing Customer Service Operations R&D Enginners Finance people

External Customers Non-Customers Cancelled customers Partners & suppliers Distributors Press (Jornalists, bloggers) Industry analysts

TALK TO A LOT OF PEOPLE

WHAT DO I DODO LOTS OF USER-RELATED TESTS FOR BETTER CONVERSION AND ENGAGEMENT

A/B Testing Usability testing Multivariate testing Heatmaps Clickmaps Scrollmaps Product & feature tests

WHAT DO I DOANALIZE TONS OF METRICS Qualitative

How they engage What they like and dislike Why they leave, why they

buy

Quantitative NPS scores Features delivered vs

undelivered Conversion rates Task success rates Engagement rates Number of users Number of cancelations Burndown charts

WHAT DO I DOWRITE DELIVERABLES

User stories Product specs Manuals Backlogs New Ideas Wireframes End of life plans Feature documentation SWOTs Meeting notes

WHAT DO I DOAll these tasks culminate to shipping the right products to the right users at the right time.

WHAT MAKES UP MY DREAM TEAM Designers Engineers Product Owners Q/A testers In constant collaboration with cross-functional

teams (sales, marketing, ops and support)

“Two pizzas should feed the whole team.” - Jeff Bezos

PRODUCT PHASESWHAT IS MY TYPICAL PRODUCT PHASE (4)

Ideation Validation

Documentation

MVPs User Testing Q&A Testing

Soft Launch Testing

Measure Iteration

Improve

1. THINK IT

2. BUILD IT

3. SHIP IT

4. TWEAK IT

Full Launch

Maintain

Priorization

Iteration

Iteration

MY FAVE METHODOLOGYSCRUMBAN (SCRUM + KANBAN)

Combines the best of both worlds Allows for continuous delivery More transparent Less meetings Incremental not sequential Dynamic re-priorization Agile Kanban within sprints

HOW I CHOOSE WHAT GOES INTO THE PRODUCT

HOW I PRIORITIZE FEATURES

Questions to ask: Is value greater than effort? Is need greater than desire? Does it fit the vision? Will it impact all or most customers? Will it help increase the user base? Will it help increase real engagement? What is the cost to effort ratio?

Features go into each bucket below and priorization depends on current product objectives (e.g. engagement, growth, revenue, positioning, customer satisfaction, stability, performance, etc).

B – Business features U – Usability enhancements C – Customer needsK – KPI improvementsE – Engagement needsT – Threats to product

HOW I GAUGE SUCCESSTHE HEART FRAMEWORK FROM GOOGLE (3)

H - Happiness: Are the users satisfied? E - Engagement: Are they using the system more?A - Adoption: Are they using a certain feature more?R - Retention: Are they coming back?T - Task success: Are they able to do the main tasks? How fast?

Metrics are ridiculously important! It helps us discover what to build. Then we use it to make sure we built the right feature.

Most important metric of all: How many people are using the product.

A FEW POINTS ON PRODUCT CULTURE

• It’s not about the features you build, but what the clients will use.

• Sell the innovation, the dream, the story, the whys, then the product.

• Be goal/metric oriented but trust your gut once in a while.• Make your product better by listening to customers.• Help your team move forward, but don`t be a servant.• Lead the product and give flexibility to the team.• More transparency equals less meetings equals more

productivity.• Establish team metrics.

WHAT SKILLS DO PMs HAVE• Soft Skills: knows how to communicate, lead,

manage, negotiate and build relationships. • Business expertise: knows how to build a

product that can sell and understand sales and marketing best practices to incorporate into the product.

• Technical skills: breathes technology, understands trends, knows what makes a great product.

• Industry expertise: Understands the product industry and its customers.

WHAT MAKES A GREAT PRODUCTNOTES FROM JEFF WEINER, LINKEDIN CEO (1)

• Does one thing really well and elegantly (think google and how it does search).

• Creates a wow effect that goes beyond the product (think Sonos, Zappo’s and how they treat customers).

• Easy, simple that anticipates user needs (think waze and how it knows where you go).

• Emotionally resonates (think Tesla cars and how people brag about having one).

• Changes people`s lives for the better (think iphone and how it revolutionized our lives).

FEW RULES I LIVE BY• Take full responsibility for own mistakes• Iterate before scaling• Continuous learning is mandatory. Works for life too!• Innovate through minimalism• When it comes to features, say no a lot• Don’t demand, influence.• Think big & strategically• Learn how to distinguish good and bad design• Understand your customers better than anybody else• Don’t ignore your competitors• Be self aware• Have laser focus on vision• Manage the product, let the team be

MY TOOL STACK• Product Management: Jira, Trello, Google docs, Git,

Bitbucket, Ms Office• Product Research: Typeform, Google Forms,

Testaisso, webengage, Skype, Hotjar, Buzzsumo• Wireframing: Axure, Invision, Mockingbird• Analytics: Google Analytics, VWO (free tools only),

Page Insights, Google Webmaster tools• Landing Pages: Unbounce• Email Marketing: Mailchimp• Design resources: Graphic River• Cloud: AWS• Productivity: Rescuetime, Toggl, Dropbox

WHAT I LOVE ABOUT ITIt`s a dynamic role that challenges you personally and professionally. You are in a leadership position that gives you the ability to build products that can positively impact the lives of many people.

Thank youThiago Ghilardi

https://br.linkedin.com/in/thiagoghilardi

RESOURCES1. https://www.linkedin.com/pulse/what-makes

-truly-great-product-jeff-weiner2. http://www.aha.io/roadmapping/guide/prod

uct-management3. http://

www.gv.com/lib/how-to-choose-the-right-ux-metrics-for-your-product

4. https://dl.dropboxusercontent.com/u/1018963/Articles/HowSpotifyBuildsProducts.pdf