driving growth through lean product management

Josh Furnas - Lead Product Manager, Growth

Driving Growth through Lean Product Management

Driving Growth through Lean Product Management - Josh Furnas

• How We Approach Growth

• Our Team & Weekly Structure - Why it’s Effective

• Product Experimentation Methodology (Pre-Dev)

What We’ll Chat About


Credit Fun Fact• What % more do users click apply with Poor Credit

than users with Excellent Credit

• 1.5%

• 20%

• 230%

• 4000%


Not So Fun Credit Fact• What is the disparity in credit score between the top

quartile & bottom quartile in SF vs. National average?

• Disparity in credit score is…

• 20% Less than national average

• 0%

• 30% more

• 150% more TransUnion Vantage 3 credit score dataphoto: heguardian.com/cities/quiz/2014/jan/20/spot-the-city-skyline-quiz


http://heguardian.com/cities/quiz/2014/jan/20/spot-the-city-skyline-quiz

Basic Growth Equation


Actionable Themes


User Jobs To Be Done• Gauge Credit Progress

• Recover from Bad Credit History

• Financially Capable & Motivated

• Missed Payments, No Income

• Build New Credit History

• Monitor Fraud & Inaccuracies

• Borrow Money • Buy a Home

• Buy a Car

• Save Money • Consolidate Debt

• Refinance Home


Themes! Not Features


How Do We Prioritize?


Prioritization


Bruce McCarthy - reqqs.com

Top 3rd Prioritization


http://reqqs.com

Clear Definition


Transparency in an Uncertain Roadmap


They came together!

- Market &product themes must… solve user problems & move business metrics.


TEAM

• 2 PM

• 4 Product Designers

• 6 Backend, 1 1/2 Front End, 1 QA

• Analyst


#Relationship


Weekly Design Sprint

Google Ventures Design Sprint - gv.com/sprint/


http://gv.com/sprint/

Making of a Design Sprint


Not Easy to Run Impactful Experiments

Success starts with Great Experiment Framing


• Trigger, Motivation

• Outcome…for user, NOT the feature.

Photo Credit: Alan Klement, @alanklement



When a User Logs in? Probably Not…

Pre-login: Fed Interest Rate Rising Post-login: Noticed Purchasing Power Feature attached to his goal



White Picket Fence Effect? Control of Security?



Actual (Actionable) Goal: Trusted Bank Pre-Approval Letter


Experiment Framing


credit: Tristan Kromer, grasshopperherder.com

http://grasshopperherder.com

Experiment Framing




Framing for Success


- lack of focus = slow velocity & less valuable experiments. - ‘multi-tasking’ in experiment form.



What’s your 1 hour Experiment Arsenal?

• MARKET

• Existing Users -

• New “Users” -

• PRODUCT

• Interactive -

• Static -


Static & New Users Generative Product Test

+


- Look for trends & pain points

150 users - Many Iterations


Dev Ready Feature?


Guidelines to Dev Yes / No• Two Favorite Rules of Thumb(s)

• Comprehension Test, 90%+

• Comparison Test, 2 to 1


• 12% Comprehension.…

Comprehension Gone Wrong


Which do you prefer?


- Comprehension 95%

- Comprehension 90%

Comprehension Gone Wrong


- Comprehension 90% BUT preferred 2 to 1 by core User.

- Comprehension 95%

Preference


In Product A/B Test

- High probability preference will move core metric. - This case, garners more relevant attention.


Friday Afternoon


Going Back to This


Scaling the days to long term growth


Thank You! Interested in talking Product?

• Twitter @joshfurnas

• [email protected] for a brew sesh!

Josh Furnas Lead Product Manager, Growth Credit Sesame

mailto:[email protected]

driving growth through lean product management

Leadership & Management