Present by Casper Sermsuksan, Co-Founder Kulina at Scrum Day Bandung

1. @casperisto @kulinaID
Data-Driven
Product Management
Casper Sermsuksan
Co-Founder, Kulina

2. @casperisto @kulinaID@casperisto @kulinaID
Co-Founder
Kulina
Product Marketing Manager
Product Madness
Product Management
Belkin

3. @casperisto @kulinaID
Data-Driven Product Management
via
GMAIA
Goal(s) Measurement(s) Approach Improvement Alternatives

4. @casperisto @kulinaID
What’s Product Management?

5. @casperisto @kulinaID
What’s Data-Driven Product Management?
@casperisto @kulinaID
Data
Data
Data
Data
Data
Data

6. @casperisto @kulinaID
What Everyone Thinks
(What PMs Want Everyone to Think)
Reality
CEO of Product
Engineers Designers Marketers
The Real CEO
Your Boss
YOU
Engineers Designers
Their Boss Their Boss
@casperisto @kulinaID

7. @casperisto @kulinaID
GMAIA
Goal(s) Measurement(s) Approach Improvement Alternatives

8. @casperisto @kulinaID
GMAIA
Goal(s)

9. @casperisto @kulinaID
GMAIA
Goal(s)
● Clearly define the goal(s) with your team and managers
● Tools
○ SMART Goal Setting
○ Historical Performance
○ Business Objectives
○ HiPPO Demand
● Example: Improving Food Quality

10. @casperisto @kulinaID
GMAIA
Goal(s) Measurement(s)

11. @casperisto @kulinaID
GMAIA
Metrics
● How would you know if you’re moving closer to your goal?
● Tools
○ Google Analytics, Amplitude
○ Internal Data, Business Intelligence
○ Tracking
○ Survey
● Example: Good Ratings from Customers

12. @casperisto @kulinaID
GMAIA
Goal(s) Measurement(s) Approach

13. @casperisto @kulinaID
GMAIA
Approach
● How would I be able to measure my performance
● Tools
○ Existing Products & Services
○ Brainstorming Session
○ Asking the Experts
● Example: Google Forms to survey the meal experience daily

14. @casperisto @kulinaID
GMAIA
Goal(s) Measurement(s) Approach Improvement

15. @casperisto @kulinaID
GMAIA
Improvement
● What are the struggles and difficulties with current approach?
What can be automated?
● Tools
○ Iteration, Redesign
○ Implement 3rd party service
○ What data is often missing?
● Example: Daily rating feature on the website

16. @casperisto @kulinaID
GMAIA
Goal(s) Measurement(s) Approach Improvement Alternatives

17. @casperisto @kulinaID
GMAIA
Alternative
● What are the struggles and difficulties with current approach?
What are other ways to measure the same or similar
progress?
● Tools
○ Idea collection
○ Competitive research
● Example: Changing from stars rating to emojis

18. @casperisto @kulinaID
GMAIA
Goal(s) Measurement(s) Approach Improvement Alternatives

19. @casperisto @kulinaID@casperisto @kulinaID
Early Stage Growth Stage
Data-DrivenInsight-Driven
- Usability Test
- User Interview
- UI/UX
- Validation
- A/B Testing
- Multivariate Testing
- Experiments

20. @casperisto @kulinaID

21. @casperisto @kulinaID
Food Product Logistics Digital Product Growth
Management
Data Science
Content & Marketing
Customer Support

22. @casperisto @kulinaID@casperisto @kulinaID
Food Product V1 Improve Food Quality

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Food Product V2

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Food Product V3

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Food Product V4

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Food Product V5

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Food Product

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Food Product
Data-Driven

29. @casperisto @kulinaID
““Use quantitative tools to discover
symptoms or opportunities
and qualitative tools to diagnose them.””
First Round Review

30. @casperisto @kulinaID@casperisto @kulinaID
Logistics V1

31. @casperisto @kulinaID@casperisto @kulinaID
Logistics V2
Delivery Cost Breakdown
- Number of Riders
- Number of Boxes
- Number of Our Uses
- Number of Addresses

32. @casperisto @kulinaID@casperisto @kulinaID
Logistics V2-V3

33. @casperisto @kulinaID@casperisto @kulinaID
Logistics Delivery Costs

34. @casperisto @kulinaID@casperisto @kulinaID
Digital Product

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Digital Product

36. @casperisto @kulinaID@casperisto @kulinaID
Digital Product

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Digital Product

38. @casperisto @kulinaID

39. @casperisto @kulinaID
“Customer feedback is fuel for ideas.
Customer data is fuel for decisions.”
Uservoice

40. @casperisto @kulinaID

41. @casperisto @kulinaID
“At the end of the day, we have to
have a gut to make bold decisions
without data”
Adam Mosseri - VP Product at Facebook

42. @casperisto @kulinaID

43. @casperisto @kulinaID
“All the data in the world won’t fix a
fundamentally bad product”
Andy Carvell
Co-Founder at Phiture Mobile Growth Consultancy
Formerly Mobile Growth @ Soundcloud

44. @casperisto @kulinaID
GMAIA
Goal(s) Measurement(s) Approach Improvement Alternatives

45. @casperisto @kulinaID
Let’s Build Better
Product Together

46. @casperisto @kulinaID
Data-Driven
Product Management
Casper Sermsuksan
Co-Founder, Kulina
casper@kulina.id