How Product Management plus Design Leads to Product Success by Dan Olsen

My Background
Copyright © 2019 @danolsen
n Coding & Engineering, Submarine design
n Stanford MBA
n Product Management leader at Intuit & startups
n CEO & Cofounder, TechCrunch winner YourVersion
n Product consultant & trainer
n Founded Lean Product & Lean UX Silicon Valley in 2014
Twitter: @danolsen
My slides: https://dan-olsen.com

Discover Define Design Develop
Who is the customer?
What are their needs?
How will we meet their needs?
How will we be better?
What is our feature set?
Best solution approach?
User experience
Design details
Build it

Two Main Principles for
How PM & UX Should Work Together
n Explore different directions before you
commit to a single direction
“Diverge before you converge”
n Think about problems BEFORE you think
about solutions

The Double Diamond
Problems Solutions

The Triple Diamond
Problems Features Designs

The 3 Phases of the Triple Diamond
Problems Features Designs
Discover Define Design

Secondary
Product Mgr
Designer
UX Researcher
Legend: Primary Tertiary

Russians: pencil
Space pen: $1 M R&D cost
Example
n Ability to write in space
(zero gravity)
Problem Space vs. Solution Space
Problem Space
n A customer problem, need
or benefit that the product
should address
n A well-written user story
Solution Space
n A specific
implementation to
address the customer
need or requirement

Problem vs. Solution Space: Product Level
Problem Space
(user benefits)
Solution Space
(product)
TurboTax
TaxCut
Prepare
my taxes

Problem vs. Solution Space: Product Level
Problem Space
(user benefits)
Solution Space
(product)
Prepare
my taxes
File my
taxes
Check my
taxes
Maximize my
deductions
Reduce my
audit risk

Problem Space
Create Problem Space Definition
Save time filing
taxes
Save time
preparing taxes
Maximize my
tax deductions
Check my
return
Reduce my
audit risk
Help me
prepare taxes
Empowerment/
Confidence
Save Time
Save Money

Converging in the Problem Space
n Importance vs. Satisfaction
n For each need, rate:
n How important is the need to our target user?
n How satisfied are users with how need is met?
n Target high importance, low satisfaction needs
n Value Proposition
n How will our product better meet these needs?
n Use Kano Model to classify benefits:
Must Haves, Performance, and Delighters

TRANSITIONING TO
SOLUTION SPACE

Brainstorming Features For Each Benefit
Benefit
1
Benefit
2
Benefit
3
Customer Benefits:
1A 2A
3B
Feature Chunks:
1B 2B
3C
3A
1C
1D
2C
2D

Converging on Features
n Analyze Return on Investment (ROI) of each
feature idea
n Return: How much value will it create?
n Investment: What is cost? (developer time)
n ROI = Return Investment
n Product Roadmap
n Clustering & sequencing features over time
n In what order should features be released?

Diverging on Designs
n For any given feature, there are a million of
different ways to design it
n Variations of:
n Conceptual design
n Information architecture
n Interaction design
n Visual Design
n Designers should help teams explore
n Divergent thinking and iteration

Exploring designs helps team avoid
local maxima & find better solutions

PM & Design Collaboration Case Study:
MarketingReport.com

MarketingReport.com Case Study
n My client (CEO) had a new product idea
n Team: me, CEO, VP marketing, UI designer
n Goals
n See if business opportunity exists
n Do so quickly and inexpensively (no coding)
n Marketing report would let consumers
control the direct mail that they receive
n Analogous to credit report

Mapping Out Customer Benefits
Reduce
Junk Mail
Learn why I
receive the junk
mail I receive
Money
Saving
Offers
Compare
Yourself
to Others
Social
Networking
Marketing
Report
Marketing
Score
Marketing
Profile
Save
Trees
Marketing Shield
Concept
Marketing Saver
Concept

Learning from First Wave of User Tests
Reduce
Junk Mail
Learn why I
receive the junk
mail I receive
Money
Saving
Offers
Compare
Yourself
to Others
Social
Networking
Marketing
Report
Marketing
Score
Marketing
Profile
Save
Trees
Legend
Strong appeal
Low appeal
No appeal
Shield Concept Saver Concept

Please share your feedback on my talk!
Just hold up the camera on your phone
Or go to http://bit.ly/conveydan
You can reach me at:
@danolsen
dan-olsen.com
LinkedIn

How Product Management plus Design Leads to Product Success by Dan Olsen

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