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

3. 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

4. Market Requirements Doc (MRD)

5. Copyright © 2019 @danolsen 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

6. 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 Copyright © 2019 @danolsen

7. Problems

8. Problems

9. Problems Solutions

10. The Double Diamond Problems Solutions

11. The Triple Diamond Problems Features Designs

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

13. Secondary Product Mgr Designer UX Researcher Legend: Primary Tertiary

21. 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 Copyright © 2019 @danolsen

23. 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 Copyright © 2019 @danolsen

24. Problem Space Create Problem Space Definition Copyright © 2019 @danolsen 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

25. 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 Copyright © 2019 @danolsen

26. TRANSITIONING TO SOLUTION SPACE

27. 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

28. 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? Copyright © 2019 @danolsen

29. 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 Copyright © 2019 @danolsen

30. Exploring designs helps team avoid local maxima & find better solutions

32. 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 Copyright © 2019 @danolsen

33. 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 Copyright © 2019 @danolsen

35. 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 Copyright © 2019 @danolsen

37. 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