Are you interested creating products that your customers can’t stop talking about? Well this talk is for you! Angela Govila is a seasoned product management executive with leadership experience from Fortune 50 companies. She provided an interactive and engaging session in Dubai that covered these slides. You can find the videos on her youtube channel: https://www.youtube.com/channel/UCxyk2cEjkeAbM25RtoC-ygg?

1. ! b
Angela Govila
Founder & CEO Strategic Business Consulting
angelagovila.com
Digital Product Management
Dubai, May 2018

2. Today’s game plan
● Let’s learn about you and me
● Digital Product Management - Tangible, practical
● Real time survey
● Quick Market Research: Product Management
Crash Course
● Let’s connect!

3. Tell us about yourself
Why are you here?

4. About me
● My mission: To create product leaders that understand
product strategy, innovation, execution and everything in
between.
● My purpose: Break stereotypes, be a change agent to create
opportunities for minorities in tech.
● My values: Respectful candor, openness, communication,
integrity, teamwork

5. Disclaimer
POV presentation based on my experiences
Not representing any company or products mentioned in this
presentation
YMMV - One size does not fit all
Case study with fictitious names and hypothetical examples

6. Are these products?
Vector Graphics by vecteezy.com

7. What is your favorite product?
digital
v

8. What is product
management?
digital
v

9. All this….
…. And more!

10. Core Elements
Design
● Voice of customer
● Content, interaction, media,
visual, design
● Continuous product feedback
loop
Design Business
Tech Technology
● Development, engineering
● Makes architecture/infra decisions
● Embedded with product manager
Business
● Driving market forces, larger
strategy, analytics
● Obsessed with business metrics
● Stakeholders like brand, legal, risk,
marketing
Product Management

11. In a nutshell
1. Identify product market fit
2. Understand your customers through personas and use cases
3. Determine target customer
4. Define success metrics
5. Establish hypothesis, validate and build feedback loop (A/B testing)
6. Design the MVP (prototypes, wireframing, mockups)
7. Develop the product end to end (agile, scrum, kanban)
8. Define product GTM strategy and launch Plan
9. Rollout product / Launch
10.Measure feedback and continuously iterate

12. Combining Design Thinking, Lean Startup and Agile
Innovation

13. Commonly used phrases in Design Thinking
•Bias towards action
•Show don’t tell
•Collaboration across boundaries
•Focus on human values
•Mindful of process
Cornerstone of new product development strategy, innovation and
execution

14. Definition of Design Thinking
If you want to create value—through a product,
service or process—it is essential to first understand
the needs and emotions of the people who will use
it; measure feedback and continuously iterate.
Source: http://viewpoints.io/entry/design-thinking-basics-five-simple-steps

15. “Finding valuable customer insights and
providing feasible solutions with end to end
thinking in mind such that
intended and unintended consequences
are accounted.”
Angela’s definition of product management

16. Mission
Epics/
Features
Goals
Business
Objectives
Vision
StoriesTasks
Key
Results
Converting strategy into action

17. The typical failure points
● Unrealistic commitments
● No roadmap
● Roadmap changes often
● Poor business planning
● Limited trust - leads,
stakeholders, teams
● Unclear roles,
responsibility &
accountability
● Interaction models not
defined
Spreadsheet
hell!
● No central tool
● Lack of groomed runway
● No focus on product
launch needs
● Undisciplined agile
development
Images used under Creative Commons License

18. Dysfunctional teams and missed targets….
Images used under Creative Commons License

19. ● Clear definitions of roles
● Clear communication model
● Discipline/ Rigor
● PM hygiene
A few basic things can solve most problems

20. What is product management
hygiene?

21. “Hey, I am Agile, I want to move
fast and break things, so…
why do I need to plan?”

22. Typical product planning for small-ish teams
# of teams 1 2 3 4 5 6 7
How often
● Monthly, 1-2 hours each
● Regular cadence of information
distribution and problem solving
Agenda
1. Remind everyone of the vision
2. How do workstreams/pizza teams
add up to end to end delivery
3. Business metrics - KPI Dashboard
4. Roadmap per team / Collective
view
Vector Graphics by vecteezy.com
Shared
Stakeholders
Engr
Manager
Product
manager
Designer Developer

23. Whoa! Large teams need Roadmapping.
150 - 200
# of teams 1 2 3 4 5 6 7 8 9
● Geographies
● Time-zones
● Cultures
● Language
Shared
Stakeholde
rs
Engr
Manager
Product
manager
Designer Developer Shared
Stakeholde
rs
Engr
Manager
Product
manager
Designer Developer
Shared
Stakeholde
rs
Engr
Manager
Product
manager
Designer Developer Shared
Stakeholde
rs
Engr
Manager
Product
manager
Designer Developer
Vector Graphics by vecteezy.com

24. What goes on the wall, board, projector….
Actual
Roadmap
Depends on maturity of your program…...
Printed feature cards
Product Manager
Team
Feature Name
Description
Benefit
Requestor
Estimate
Dependency
PI/Sprint
Business Goal
KPI
FEATURE CARD
Product Manager : Samantha
Team : Wonder Woman
Feature Name : Introducing “1 Click” Privacy
Description: Ability for user to select in 1 click
their privacy settings across the platform
Benefit: 1) Transparency 2) Following the
regulations
Requestor: Suzie from Compliance
Estimate: 3 sprints (6 weeks)
PI/Sprint : June (18.6)
Business Vision: Create a safer networked world
Business Goal: Provide customers with
transparency of their privacy settings
KPI : Increase user retention by 10%
Dependency: Brand, Legal, Enterprise team

25. Truth be told….

26. The magic is to have amazing customer experiences

27. Product management is :
98% grit and hard work
2% jazzy.

28. 5 secrets of success in product management
1. Have a diverse product team
2. Seek feedback constantly and fine tune
3. Communicate, Communicate, Communicate
4. Preparation is key
5. You have more influence than you believe

29. Thank you!
Q&A

30. Course Title
A crash course on how to be
a brilliant Product Manager

31. ● Looking to transition to Product Management
● New to Product Management
● Just interested
Target Audience

32. What will you learn - Morning
● Practical basics of product management lifecycle
● Identify target market, target customer, success metrics
(personas, user stories, OKR, KPI)
● Roles/Responsibilities/Interaction models with design,
engineering, product and other stakeholders.
● Running experiments, defining hypothesis, A/B testing
● Wireframes, mockups, creating an MVP

33. What will you learn - Afternoon
● Driving product execution (UX, Design sprints, agile)
● Difference between a PO and product manager
● Practice on how to run product management
routines
● Overview of key tools
● Transferable skills needed to succeed in the role
● Day in a life of a product manager
● Get upto speed on the the hot trends in PM

34. Let’s connect!

35. 1. Join Facebook group: angelagovila.com/fb
2. Signup to email list - angelagovila.com/signup
3. Add me on LinkedIn: linkedin.com/in/angelagovila
4. Subscribe on YouTube! Just search for Angela Govila
on Youtube or https://www.youtube.com/channel/
UCxyk2cEjkeAbM25RtoC-ygg?
How to connect with Angela