product discovery general assembly jan 10 2012
DESCRIPTION
TRANSCRIPT
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PRODUCTDISCOVERY
Kevin WangJanuary 2012
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WHOAM I?
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WHOAM I?
(I don’t mean existentially…)
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Kevin Wang
VP, Product Marketing at SecondMarket
Early employee, helped define PM and PMM functions
Tweet me: @sevin514
Email me:[email protected]
Etc:about.me/sevin
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Product Discovery isa customer-centric approach to figuring out what to build
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1 WHY?WHAT?HOW?
23
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1WHYDODISCOVERY?
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Will help you answer the most
IMPORTANT product question…
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Are you building something that people need?
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Are you building something that people can use?
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Are you building something that people will use?
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Are you building something that people will pay for?
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Are you building something that people will love?
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Are you building something that people will love
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love
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This is what it looks like when you are
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THIS
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THISTHIS
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THIS
THIS
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What is the
BIGGESTmistake youcan make when building product?
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Ugly designPoor response timeNot integrating socialNot monetizing early
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Ugly designPoor response timeNot integrating socialNot monetizing early
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Ugly designPoor response timeNot integrating socialNot monetizing early
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Ugly designPoor response timeNot integrating socialNot monetizing early
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Ugly designPoor response timeNot integrating socialNot monetizing early
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Those things are all VERY important
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Those things are all VERY important and may lead to failure
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BUT there’s one thing that trumps them all
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BUT there’s one thing that trumps them all
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BUT there’s one thing that trumps them all
YOU’RE FIRED!!
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Not talking to CUSTOMERS!!
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BTW,
talking to customers
≠asking what they want
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Find their pain points
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Customer interaction is at the
of Product Discovery
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We were suffering from…
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“Just-in-time” delivery of requirements, coding, then rushing features out the door…
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Which led to feature chasing…
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with no evidence that features help the business…
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PRODUCT DISCOVERYprocess to get to
MVP
Use a
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MinimumViableProduct
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Smallest possible product that is
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Smallest possible product that isvaluable
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Smallest possible product that isvaluable, usable
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Smallest possible product that isvaluable, usable and feasible
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Product Discovery = MVP as fast as possible
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Product Discovery = MVP as fast as possible, as cheap as possible
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Build it and they will come
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Build it and they will come
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Think like a SCIENTIST!
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Get supporting evidence that the solution will move KPIs
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Make changes/pivots based on learnings
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Make changes/pivots based on learnings
BOOM GOES THE
DYNAMITE!!
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Identify major usability issues before launch
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Won’t guarantee homeruns, but will prevent strikeouts!
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Find Product/Market
Fit!!!
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2OURDISCOVERYPROCESS
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Roadmap
Backlog
Discovery
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• Repository for all ideas we think will move the KPIs
• These ideas get validated in Discovery
• Prioritized by what we want to put through discovery first
Roadmap
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Roadmap
Discovery
• This is where the magic happens!
• Identify solution that is valuable, usable and feasible
• As fast as possible• As small as possible
(MVP)• 80% of the time for PM and UX
• 20% for Lead Eng
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Roadmap
Backlog
Discovery
• Items that have gone through Discovery and we want to move ahead with
• “Fully baked” items• A couple of iterations
worth of stuff• Does not have stuff we’ll
never get to• Bugs, small features still go
here• All about execution!
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Roadmap
Backlog
Discovery
Push it live!
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Roadmap
Backlog
Discovery
Measure!
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3HOW WE DOPRODUCTDISCOVERY
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Product Manager maintains Roadmap in JIRA
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Build prototypes and test with users
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<sidenote>
</sidenote>
Recruit testers from existing customers, new users and “Customer Development Program”
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MeasureResults
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Qualitative &
Quantitative
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Adjustbased on your learnings
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When we are confident we have a bunch of people that will use/buy it…
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write “fully baked” tickets and put into backlog…
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Otherwise park it or kill it
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Ask yourself:
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Ask yourself:
Who did you talk to?
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Ask yourself:
Who did you talk to?What have you learned?
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Ask yourself:
Who did you talk to?What have you learned? Are they responding?
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Ask yourself:
Who did you talk to?What have you learned? Are they responding?Potential pivots?
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Ask yourself:
Who did you talk to?What have you learned? Are they responding?Potential pivots?Can we get to MVP in 2 weeks?
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4
SUMMARY
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Learn from other people’s experiences
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Don’t build stuff blindly
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Test your ideas and validate assumptions with users
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Talk to users, talk to users, talk to users…
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Your job is to figure out what is valuable, usable and feasible