Lean Product Management Keynote from ACE 2015

1. Lean Product
Management
Melissa Perri
melissaperri.com
@lissijean | #aceconf

2. But I do
Agile…
@lissijean

3. @lissijean

4. Building is the easy part.
Figuring out what to build and
how to build it is hard.
@lissijean

5. Voice of the
customer
@lissijean

6. @lissijean@lissijean

7. @lissijean
As a product
manager…
“I’m here to save the day.”
@lissijean

8. LEARNING
I
@lissijean

9. @lissijean

10. Traditional PM
• Determine new features and product vision
• Gather business requirements
• Get stakeholder buy in
• Write out specs and user stories for developers
• Manage product roadmaps
@lissijean

11. Focus on
the problem.
@lissijean

12. Traditional Product Manager Lean Product Manager
@lissijean

13. Customer problems and needs over
internal requirements
@lissijean

14. Managing Stakeholders
@lissijean

15. User
Stories?
@lissijean

16. Jobs to be done.
When _____ , I want to _____ so I can ______.
motivation expected
outcome
situation
@lissijean

17. As a user, I want to save items to a wishlist so
that I can buy them later.
When I find a product I like but I’m not ready to buy
yet, I want to save the product for later, so I can
quickly come back and purchase it without
searching again.
User Story
Job Story
@lissijean

18. Data driven experiments over
preconceived solutions
@lissijean

19. System 1
@lissijean
Fast
Automatic
Emotional
Gut instinct
Intuition

20. @lissijean
System 1
Fast
Automatic
Emotional
Gut instinct
Intuition
System 2
Slow
Logical
Analytical
Conscious

21. System 1
leads to bad
product decisions.
@lissijean

22. @lissijean#aceconf
3 Types of Bias
Causality Curse of
Knowledge
Anchoring

23. @lissijean
The copycat experience.
“We
built
a
mobile
app
before
and
it
was
successful.”

24. @lissijean
The copycat experience.
“Everyone
has
a
mobile
app,
we
need
one
too.”

25. @lissijean
You’re the expert.
“The
customers
want
all
the
data
possible.”

26. @lissijean
“All
my
clients
are
asking
for
this.”
What was said vs reality.

27. @lissijean
What was said vs reality.What was said vs reality.

28. @lissijean
Committing too early to one solution.
@lissijean

30. Build
Measure
Learn
@lissijean

31. Build
Measure
Learn
@lissijean
MVP

32. @lissijean
Ugly
Broken
Cheap

33. @lissijean
MVPsmallest amount of effort to learn about your users.

34. @lissijean
@lissijean

35. @lissijean
Subscription
@lissijean

36. working towards a goal
@lissijean

37. @lissijean

38. Product
Roadmaps?
PRODUCT
ROADMAPS
@lissijean
Customer problem roadmaps over
feature roadmaps

39. Q4 Product Roadmap
Google Maps
Integration
2 months
3 Devs
ROI: High
Mobile
App
Homepage
Redesign
3 months
2 Devs
ROI: Med
1 month
3 Devs
ROI: Med
@lissijean

40. @lissijean

41. The Problem Roadmap
@lissijean

42. Product Roadmap
@lissijean

43. @lissijean

44. @lissijean

45. June July August
Guides
ProBlem Roadmap
Test 1 Test 2 Test 3 plan & Build or test more
@lissijean

46. June July August
Guides
ProBlem Roadmap
Test 1 Test 2 Test 3
Email template update
plan & build or test more
fix database
Content add analytics
Sign Up redesign & add
@lissijean

47. Idea generation and collaboration over
product mandates
@lissijean

48. @lissijean

49. Design
Studios
@lissijean

50. @lissijean

51. @lissijean
DO NOT WANT
@lissijean

52. Customer
problem focused
Technical
problem focused
@lissijean

53. Customer
problem focused
Technical
problem focused
@lissijean

54. ego
@lissijean

55. lean Product Manager
Role and responsibilities:
• Discover customer problems through constant customer interaction and
feedback.
• Deliver high customer value by running experiments to solve those problems.
• Lead the implementation of full product solutions for successful experiments,
incorporating them into our product strategy.
• Involve developers & stakeholders during ideation of the product.
• Manage the Problem Roadmap, focusing on your KPIs.
• Report data and lessons from experiments to the rest of the company.
Apply Now @lissijean

56. Deliver extreme
value to the
customer.
@lissijean

57. @lissijean

58. The Lean Product Management
Manifesto
Customer problems and needs over internal requirements
Data driven experiments over preconceived solutions
Customer problem roadmaps over feature roadmaps
Idea generation and collaboration over product mandates
@lissijean

59. The Lean Product Management
Manifesto
Customer problems and needs over internal requirements
Data driven experiments over preconceived solutions
Customer problem roadmaps over feature roadmaps
Idea generation and collaboration over product mandates
@lissijean
Help, please?

60. Melissa Perri
melissa@produxlabs.com
produxlabs.com
melissaperri.com
@lissijean
Melissa Perri
melissa@produxlabs.com
produxlabs.com
melissaperri.com
@lissijean
Creating Effective MVPs
Full Day Workshop
March 22, London
“aceconf2015” for 10% off
bit.ly/mvpworkshoplondon