This document discusses the importance of mastering the problem space when developing products to achieve product-market fit. It emphasizes starting with understanding customer problems rather than proposed solutions. Key points include: - Focus first on exploring the problem space by defining customer benefits and needs before considering solutions. - Avoid "solution pollution" by asking "why" and not jumping to solutions without understanding the problem. - Map problems to potential solutions to ensure your solution truly addresses customer needs. - Use frameworks like the value proposition grid and Kano model to identify how your product will outperform competitors by delivering must-have, performance, and "delighter" benefits. - Instagram is given as an example of identifying

1. Mastering the
Problem Space for
Product-Market Fit
Dan Olsen

2. “With great responsibility
comes NO power”
Product Manager’s motto:
Spiderman’s motto:
“With great power comes
great responsibility”
© 2018 @danolsen

3. Product-Market Fit

4. That’s Why I Wrote
© 2018 @danolsen

5. The Product-Market Fit Pyramid
© 2018 @danolsen

6. The Product-Market Fit Pyramid
© 2018 @danolsen

7. The Product-Market Fit Pyramid
© 2018 @danolsen

8. The Product-Market Fit Pyramid
© 2018 @danolsen

9. The Product-Market Fit Pyramid
© 2018 @danolsen

10. The Product-Market Fit Pyramid
© 2018 @danolsen

11. The Product-Market Fit Pyramid
© 2018 @danolsen

12. The Product-Market Fit Pyramid
© 2018 @danolsen

13. The Lean Product Process
© 2018 @danolsen

14. Many Teams Focus on the Top
Many product
teams focus here
© 2018 @danolsen

15. The Focus of My Talk Today
What I’m
covering
today
© 2018 @danolsen

16. Top 2 Layers Are Solution Space
© 2018 @danolsen

17. © 2018 @danolsen
Bottom Layers Are Problem Space

18. People don’t want
a quarter-inch drill
They want a
quarter-inch hole
© 2018 @danolsen

19. 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:
“As a __ , I want to __ ,
so I can __.”
Solution Space
n A specific
implementation or
design to address the
customer need
© 2018 @danolsen

20. WE LIVE IN
SOLUTION SPACE

21. Problem Space vs. Solution Space
Ability to write in space
(zero gravity)
Solution Space
Space pen: $1 M R&D cost
Russians: pencil
Problem Space
© 2018 @danolsen

22. Avoid
solution
pollution
by asking “Why?” © 2018 @danolsen

23. “I’m sorry Dave, I’m
afraid I can’t do that”
“Alexa, open the
pod bay doors.”

24. Typical Solution Pollution
© 2018 @danolsen

25. Problem Space
(user benefits)
Problem vs. Solution Space: Product Level
Solution Space
(product)
TurboTax
TaxCut
© 2018 @danolsen
Prepare
my taxes

26. Problem Space
(user benefits)
Problem vs. Solution Space: Product Level
Solution Space
(product)
TurboTax
TaxCut
Pen and
paper
© 2018 @danolsen
Prepare
my taxes

27. Start by Exploring Problem Space
Problem Space
(user benefits)
Solution Space
(product)
Prepare
my taxes
File my
taxes
Check my
taxes
Maximize my
deductions
Reduce my
audit risk
© 2018 @danolsen

28. Copyright © 2018 @danolsen

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

30. Solution SpaceProblem Space
Clearly Map From Problems to Solutions
Save me time
filing taxes
Save me time
preparing taxes
Maximize my
tax deductions
Check my
return
Reduce my
audit risk
Help me prepare
my taxes
Empowerment/
Confidence
Save Time
Save Money
Tax Interview
Wizard
Audit Risk
Analyzer
Tax Return Error
Checker
Tax Data
Downloader
Electronic Tax
Return Filing
Tax Deduction
Finder

31. The Lean Product Process
© 2018 @danolsen

32. What is Your Value Proposition?
n Which customer needs will your product
address?
n How will your product be better than
competitors?

33. Kano
Model
© 2018 @danolsen

34. Kano
Model
Need fully metNeed not met
© 2018 @danolsen

35. Kano
Model
User Satisfaction
User Dissatisfaction
Need fully metNeed not met
© 2018 @danolsen

36. Kano
Model
User Satisfaction
User Dissatisfaction
Performance
Need fully metNeed not met
© 2018 @danolsen

37. Kano
Model
User Satisfaction
User Dissatisfaction
Performance
Must Have
Need fully metNeed not met
© 2018 @danolsen

38. Kano
Model
User Satisfaction
User Dissatisfaction
Performance
Delighter (wow)
Must Have
Need fully metNeed not met
© 2018 @danolsen

39. Kano
Model
User Satisfaction
User Dissatisfaction
Performance
Delighter (wow)
Must Have
Need fully metNeed not met
Needs & features
migrate over time
© 2018 @danolsen

40. The Value Proposition Grid
Must Have Benefit 1
Performance Benefit 1
Performance Benefit 2
Performance Benefit 3
Delighter Benefit 1
Delighter Benefit 2
© 2018 @danolsen

41. The Value Proposition Grid
Competitor A Competitor B You
Must Have Benefit 1
Performance Benefit 1
Performance Benefit 2
Performance Benefit 3
Delighter Benefit 1
Delighter Benefit 2
© 2018 @danolsen

42. The Value Proposition Grid
Competitor A Competitor B You
Must Have Benefit 1 Y Y
Performance Benefit 1 High Low
Performance Benefit 2 Low High
Performance Benefit 3 Med Med
Delighter Benefit 1 Y -
Delighter Benefit 2 - -
© 2018 @danolsen

43. The Value Proposition Grid
Competitor A Competitor B You
Must Have Benefit 1 Y Y Y
Performance Benefit 1 High Low Med
Performance Benefit 2 Low High Low
Performance Benefit 3 Med Med High
Delighter Benefit 1 Y - -
Delighter Benefit 2 - - Y
© 2018 @danolsen

44. The Value Proposition Grid
Competitor A Competitor B You
Must Have Benefit 1 Y Y Y
Performance Benefit 1 High Low Med
Performance Benefit 2 Low High Low
Performance Benefit 3 Med Med High
Delighter Benefit 1 Y - -
Delighter Benefit 2 - - Y
© 2018 @danolsenUnique differentiators

45. Creating a Winning Value Prop
n You don’t compete on must haves
n You need to be the best on at least one
performance benefit
n It’s ideal to also have a unique delighter
n An outperforming benefit plus a delighter is a
VERY powerful combination

46. What were Instagram’s
Unique Differentiators?
© 2018 @danolsen

47. Problem Space
Instagram: Problem vs. Solution Space
Solution Space
Filters
© 2018 @danolsen
Make my
photos look
good

48. Problem Space
Instagram: Problem vs. Solution Space
Solution Space
Filters
Square
aspect ratio
© 2018 @danolsen
Make my
photos look
good

49. Problem Space
Instagram: Problem vs. Solution Space
Solution Space
Filters
Square
aspect ratio
© 2018 @danolsen
Make my
photos look
good
Post my
photos quickly

50. Photo upload
UX hack
Problem Space
Instagram: Problem vs. Solution Space
Solution Space
Filters
Square
aspect ratio
© 2018 @danolsen
Make my
photos look
good
Post my
photos quickly

51. Instagram Value Proposition
Other Photo
Sharing Apps Instagram
Must Haves
Performance benefits
Delighters
© 2018 @danolsen

52. Instagram Value Proposition
Other Photo
Sharing Apps Instagram
Must Haves
Let me share my photos Y Y
Performance benefits
Delighters
© 2018 @danolsen

53. Instagram Value Proposition
Other Photo
Sharing Apps Instagram
Must Haves
Let me share my photos Y Y
Performance benefits
Post my photos quickly Low High
Delighters
© 2018 @danolsen

54. Instagram Value Proposition
Other Photo
Sharing Apps Instagram
Must Haves
Let me share my photos Y Y
Performance benefits
Post my photos quickly Low High
Delighters
Make my photos look good N Y
© 2018 @danolsen

55. © 2018 @danolsen

56. Must have
Performance Delighter
© 2018 @danolsen

58. User Benefits
• Cabs don’t guarantee pickup, can take 45 mins
• Cabs aren’t as safe or clean as limos
• Car services require 1-3 hours notice
• Car service transfers average over $60 + tax
• UberCab would be faster & cheaper than a limo, but
nicer & safer than a taxicab
© 2018 @danolsen

59. User Benefits
• Cabs don’t guarantee pickup, can take 45 mins
• Cabs aren’t as safe or clean as limos
• Car services require 1-3 hours notice
• Car service transfers average over $60 + tax
• UberCab would be faster & cheaper than a limo, but
nicer & safer than a taxicab
Exercise: Use the info on this slide to
create the value prop grid for Uber© 2018 @danolsen

60. Mastering the Problem Space
n “With no power comes great responsibility”
n Don’t jump to solutions. Start in problem space.
n Avoid “Solution Pollution” by asking “Why?”
n Define your problem space with benefit ladders
n Use value prop grid & Kano model to answer:
How will my product be the best?

61. Thanks!
Dan Olsen
@danolsen
dan-olsen.com