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www.productschool.com
How to Structure Your Product Thinking
by Booking.com Sr PM
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How to Structure Your Product Thinking by Booking.com Sr PM
How to structure your product thinking
to excel as a Product Manager
Evie Brockwell
Evie Brockwell.
Senior Product Manager | Booking.com
Talk outcome.
To help you excel as PMs.
How could I help you excel as PMs?
Research My experience My insights
Opportunities: how could I help you excel as PMs?
1. Have clear vision, direction and roadmap aligning with business strategy
2. Understand customer problems and prioritise ways to solve these
3. Define goals & metrics and be able to successfully work towards them
& excel in engaging stakeholders and teams to buy into these concepts.
So I thought about
topics that could
achieve: helping you
to excel as PMs.
How to structure your
product thinking to excel
as a Product Manager.
Why this topic?
Opportunities
1. Have clear vision, direction and roadmap aligning with business strategy
2. Understand customer problems and prioritise ways to solve these
3. Define goals & metrics and be able to successfully work towards them
& excel in engaging stakeholders and teams to buy into these concepts.
My hypothesis
Based on [research into what makes a
good PM & my own insight].
I believe [improving the structure to your
product thinking] will encourage [new PMs]
to [develop better product concepts and
increase buy-in and engagement from
those they work with].
I will know this is true when I see [PMs have
improved product execution and buy-in]
happen through [qualitative feedback].
How do you actually
structure your
product thinking?
To achieve [our outcome], we should implement
[idea], as this should improve [this pain point or
opportunity]. Which we know is a problem
because [known evidence].
We will know if we have achieved our outcome by
testing [our hypothesis] and seeing [metric
change].
1.
Start with the
outcome
“Outcomes are the changes in
customer behaviour that affect
our business success. They are
the true measure of the efficacy
of our work and how well we’re
meeting the needs of our
customers and users.”
Jeff Gothelf
1.
Start with the
outcome
“We may ask a vendor to create a
website for us. Our goal might be to
sell more of our products online. The
vendor can make the website, deliver
it on time and on budget .. but it may
not achieve our goal, which is to sell
more of our products online. The
website is the output… But if the
outcome — selling more products —
hasn’t been achieved, then we have
not been successful.”
Jeff Gothelf & Josh Seiden
1.
Start with the
outcome
Your outcome should:
1. Align with business goals
2. Be specific enough
3. Be able to be measured
2.
Understand why
this is currently a
problem
1. Evidence-based research 🕵🏼‍♀
2. Document
opportunities/pain-points 📋
3. Prioritise these 🔢
2. Understand why this is currently a problem
3.
Understand how
this problem can
be solved
Outcome
Pain-point /
opportunity
Idea
Pain-point /
opportunity
Idea Idea
4.
Generate
hypotheses
Based on [evidence].
We believe [X] will encourage
[these users] to [behaviour].
We will know this when we
see [effect] happen to
[metric].
5.
Progress towards
the outcome
Lean-UX framework
To achieve [our outcome], we should implement
[idea], as this should improve [this pain point or
opportunity], which we know is a problem
because [evidence].
We will know if we have achieved our outcome by
testing [our hypothesis] and seeing [metric
change].
You can use this
structure
everywhere..
1. Outcome: Excel as PMs 👨‍👨‍👦‍👦
2. Opportunities/painpoints ✨
3. Ideas: How to structure your
product thinking💡
4. Hypothesis 👩🏽‍🔬
5. Test & feedback 🧪
www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training

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How to Structure Your Product Thinking by Booking.com Sr PM

  • 1. www.productschool.com How to Structure Your Product Thinking by Booking.com Sr PM
  • 2. CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™ 20 HOURS40 HOURS40 HOURS
  • 3. Corporate Training Level up your team’s Product Management skills
  • 4. Free Product Management Resources BOOKS EVENTS JOB PORTAL COMMUNITIES bit.ly/product_resources COURSES
  • 6. How to structure your product thinking to excel as a Product Manager Evie Brockwell
  • 7. Evie Brockwell. Senior Product Manager | Booking.com
  • 8. Talk outcome. To help you excel as PMs.
  • 9. How could I help you excel as PMs? Research My experience My insights
  • 10. Opportunities: how could I help you excel as PMs? 1. Have clear vision, direction and roadmap aligning with business strategy 2. Understand customer problems and prioritise ways to solve these 3. Define goals & metrics and be able to successfully work towards them & excel in engaging stakeholders and teams to buy into these concepts.
  • 11. So I thought about topics that could achieve: helping you to excel as PMs.
  • 12. How to structure your product thinking to excel as a Product Manager.
  • 13. Why this topic? Opportunities 1. Have clear vision, direction and roadmap aligning with business strategy 2. Understand customer problems and prioritise ways to solve these 3. Define goals & metrics and be able to successfully work towards them & excel in engaging stakeholders and teams to buy into these concepts.
  • 14. My hypothesis Based on [research into what makes a good PM & my own insight]. I believe [improving the structure to your product thinking] will encourage [new PMs] to [develop better product concepts and increase buy-in and engagement from those they work with]. I will know this is true when I see [PMs have improved product execution and buy-in] happen through [qualitative feedback].
  • 15. How do you actually structure your product thinking?
  • 16. To achieve [our outcome], we should implement [idea], as this should improve [this pain point or opportunity]. Which we know is a problem because [known evidence]. We will know if we have achieved our outcome by testing [our hypothesis] and seeing [metric change].
  • 17. 1. Start with the outcome “Outcomes are the changes in customer behaviour that affect our business success. They are the true measure of the efficacy of our work and how well we’re meeting the needs of our customers and users.” Jeff Gothelf
  • 18. 1. Start with the outcome “We may ask a vendor to create a website for us. Our goal might be to sell more of our products online. The vendor can make the website, deliver it on time and on budget .. but it may not achieve our goal, which is to sell more of our products online. The website is the output… But if the outcome — selling more products — hasn’t been achieved, then we have not been successful.” Jeff Gothelf & Josh Seiden
  • 19. 1. Start with the outcome Your outcome should: 1. Align with business goals 2. Be specific enough 3. Be able to be measured
  • 20. 2. Understand why this is currently a problem 1. Evidence-based research 🕵🏼‍♀ 2. Document opportunities/pain-points 📋 3. Prioritise these 🔢
  • 21. 2. Understand why this is currently a problem
  • 22. 3. Understand how this problem can be solved Outcome Pain-point / opportunity Idea Pain-point / opportunity Idea Idea
  • 23. 4. Generate hypotheses Based on [evidence]. We believe [X] will encourage [these users] to [behaviour]. We will know this when we see [effect] happen to [metric].
  • 25. To achieve [our outcome], we should implement [idea], as this should improve [this pain point or opportunity], which we know is a problem because [evidence]. We will know if we have achieved our outcome by testing [our hypothesis] and seeing [metric change].
  • 26. You can use this structure everywhere.. 1. Outcome: Excel as PMs 👨‍👨‍👦‍👦 2. Opportunities/painpoints ✨ 3. Ideas: How to structure your product thinking💡 4. Hypothesis 👩🏽‍🔬 5. Test & feedback 🧪
  • 27. www.productschool.com Part-time Product Management Training Courses and Corporate Training