Pack presented at Ladies that UX Brisbane, on 18 January 2018. For more information please contact: brisbane@ladiesthatUX.com

1. PRODUCT THINKING WORKSHOP
LUCIANA ALBUQUERQUE & RENEE PHELAN
presents
BRISBANE

2. INTRODUCTION
HI, I’M LU.
‣ Deloitte Digital: Allianz Global Assistance, National
Disability Insurance Agency, Civil Aviation Safety
Authority, Telstra, QSuper, Suncorp Labs, RACQ and
others.
‣ Before: Brazilian, Australian and Global Brands.
- TV and media, government, hotel/tourism,
pharmacy, gambling, finance, fashion brands, start
ups, etc.
‣ Master's in Arts (Design)
‣ Graduate Diploma in Usability, Information
Architecture and Interface
‣ Bachelor’s Degree in Communications Sciences
(major in creative advertising).
LUCIANA
ALBUQUERQUE
hi@lualbuquerque.com
/in/lualbuquerque
@lualbuquerque
UX Design | Research | Strategy
I DESIGN STUFF
From public sector and banking, to Big Brother and The Voice.

3. INTRODUCTION
HI, I’M RENEE.
‣ Tanda: Head of Product (a mix of design
and product management)
‣ I started as a UX Designer at Tanda 2
years ago
‣ Before that: Freelance Web Designer
‣ Bachelor Interactive & Visual Design,
Bachelor IT
RENEE PHELAN
renee@tanda.co
/in/reneemellish
@renee_mellish
UX Design | Product Management
I DESIGN STUFF
I’m passionate about designing products that people love to use.

4. LTUX - Luciana Albuquerque and Renee Phelan
AGENDA
• Product Design and Product Thinking
• Foundations of Product Strategy
• Case Study: Tanda
• Product thinking exercise
• Q&A

5. WHAT IS PRODUCT
DESIGN?

6. PRODUCT DESIGNER
INTERACTION / UX DESIGNERS
GRAPHIC / VISUAL DESIGNERS
MOTION / ANIMATION DESIGNERS
USER RESEARCHERS
DATA ANALYSTS
BUSINESS STRATEGISTS
ERIC ERIKSSON
Product Designer at Instagram
(Previously Facebook and Spotify)

7. “CLASSICALLY, THESE HAVE ALL BEEN
INDIVIDUAL ROLES. ALL OF THEM STILL
ARE. HOWEVER, THEY ARE ALSO ALL
NECESSARY COMPONENTS OF AN
INDIVIDUAL PRODUCT DESIGNER.”
ERIC ERIKSSON
Product Designer at Instagram
(Previously Facebook and Spotify)

8. PRODUCT THINKING

9. “THE CORE USER EXPERIENCE IS
NOT A SET OF FEATURES; IN FACT, IT
IS THE JOB USERS HIRE THE
PRODUCT FOR.” NIKKEL BLAASE

10. EXAMPLE 1:
THE COFFEE WALK

11. WHY PEOPLE GO OUT FOR
COFFEE?

12. IF YOU PUT HIGH QUALITY COFFEE
INSIDE THE OFFICE, WILL PEOPLE
STOP GOING OUT FOR COFFEE?

13. EXAMPLE 2:
PIZZA FROM DOMINOS
VS
PIZZA AT CORBETT&CLAUDE

14. FOUNDATIONS OF
PRODUCT STRATEGY

15. LTUX - Luciana Albuquerque and Renee Phelan
FOUNDATIONS OF PRODUCT STRATEGY
BEYOND THE ‘END USER INTERACTION’
Product management is meant to look into a product or service in a
strategic way, considering:
‣ Pricing strategy and revenue
‣ Vision(which is much more than just prioritise a backlog)
‣ And obviously, how one experiences that product
- Why / when the product is needed
- Brand perception
- Who are the users and what other similar products they use
- Etc.

16. LTUX - Luciana Albuquerque and Renee Phelan
FOUNDATIONS OF PRODUCT STRATEGY
STARTING POINT: EXISTING INFORMATION
Is there a business strategy?
How are we generating revenue?
Is there a pricing strategy in place?
Is there a market opportunity driving this product?
Any existing brand strategy?
Has any preliminary research been conducted?

17. LTUX - Luciana Albuquerque and Renee Phelan
FOUNDATIONS OF PRODUCT STRATEGY
HYPOTHESIS
‣ Combines of business strategy + research.
‣ Outlines an opportunity that the product will take
advantage of.
[ Our target ] is more likely to [ do something ]
if our product [ does / has XYZ ].

18. LTUX - Luciana Albuquerque and Renee Phelan
FOUNDATIONS OF PRODUCT STRATEGY
PRODUCT VISION
‣ Sharp and short.
‣ Clarifies WHY you are designing the product.
‣ Shapes how you are going to communicate about the product.
For [ our target ] who [ statement of primary opportunity], [ our
product name ] is a [product category] that [key benefit /
reason to buy ]. Unlike [primary competitive alternative], our
product [statement of primary differentiation].
Repurposed from the Positioning Statement, from the book Crossing the Chasm, (Geoffrey Moore)

19. LTUX - Luciana Albuquerque and Renee Phelan
FOUNDATIONS OF PRODUCT STRATEGY
GOAL / OUTCOME
‣ What will be better / different?
‣ It’s tempting to go into features, don’t do it.
Outcomes are measurable, features aren’t.
Create a [ better / faster / easier / etc ] way of [ doing
something / what the product provides ], that focus on
[ way the product does it differently ].

20. LTUX - Luciana Albuquerque and Renee Phelan
FOUNDATIONS OF PRODUCT STRATEGY
A SET OF ‘DESIGN STRATEGY PRINCIPLES’
‣ Go for 5-7
(no more than 10, so you can actually remember them)
‣ They help to keep consistent as
the product evolves.
‣ They should relate to the
customers.

21. LTUX - Luciana Albuquerque and Renee Phelan
SUMMARISING…
FOUNDATIONS OF PRODUCT STRATEGY
‣ Solve a real problem rather than design the next cool thing.
‣ Hypothesis, vision and goal.
‣ No news: Traditional design literature explains this (e.g.: About Face, Alan Cooper;
Designing for Interaction, Dan Saffer; Design of Everyday Things, Dan Norman, etc)

22. IT IS EASIER TO MAKE THINGS PEOPLE WANT,
THAN IT IS TO MAKE PEOPLE WANT THINGS.

23. CASE STUDY
TANDA.

24. LTUX - Luciana Albuquerque and Renee Phelan
TANDA: OUR VISION
PRODUCT THINKING AT TANDA
Build the world’s #1 platform for workforce success
Improving efficiency
by making it easy to
make data-driven
decisions
Improving trust between
employees and employers by
ensuring everyone is paid
fairly and accurately
Improving connectedness
by keeping everyone
engaged & on the same
page
OUR PRODUCT VALUES

25. LTUX - Luciana Albuquerque and Renee Phelan
WHAT IS TANDA?
PRODUCT THINKING AT TANDA
- What is it: A workforce success SaaS product accessed via the browser
- How it works: A web app + time clock + employee app
- Who is it for: Designed for businesses with 10-10,000 staff in fixed locations
(restaurants, cafes, etc.)
WEB APP TIME CLOCK MOBILE APP

26. WHAT JOBS TO PEOPLE HIRE TANDA FOR?
PLAN TRACK PAY
JTBD
Track exactly when
staff worked.
JTBD
Figure out exactly
what staff should
be paid.
JTBD
Schedule staff to
cover business
demand.

27. WHAT JOBS TO PEOPLE HIRE TANDA FOR?
PLAN TRACK PAY
JTBD
Track exactly when
staff worked.
JTBD
Figure out exactly
what staff should
be paid.
JTBD
Schedule staff to
cover business
demand.
THESE JOBS ARE NOT NEW, THEY HAVE EXISTED FOR AS LONG AS BUSINESSES
HAVE NEEDED TO EMPLOY STAFF

28. WHO ARE THE COMPETITORS?
EXCEL ROSTERS
PAPER TIMESHEETS
PAY CALCULATIONS

29. PLAN TRACK PAY
- Drag and drop
rostering based on
budgets and business
demand
- Send to staff via sms,
email or push
notifications
- Timesheets are
automatically
populated with
employee clock-in data
- A simple approval
process for managers
- Automatic pay
calculations
- Syncs straight to
payroll software
HOW WE SOLVE THESE JOBS: (FEAUTRES)
(ROSTERING) (TIMESHEETS) (PAYROLL AUTOMATION)

30. “PRODUCTS DON’T MATCH PEOPLE; THEY MATCH PROBLEMS.
WE LEARNED EARLY THE OUTCOME A PERSON WANTS IS MUCH MORE
IMPORTANT THAN THE PERSON THEMSELVES. KNOWING IT’S A 37-YEAR-
OLD’S HANDS ON THE KEYBOARD RARELY CHANGES HOW YOU DESIGN
YOUR PRODUCT TO DELIVER THEIR OUTCOME. BY FOCUSING ON THE JOB
AND THE CONTEXT OF CUSTOMERS, YOU CAN DEVELOP AND MARKET
PRODUCTS WELL-TAILORED TO WHAT CUSTOMERS ARE ALREADY TRYING
TO DO. THAT’S SOMETHING A COMPOSITE SKETCH OF SIX DIFFERENT
PEOPLE JUST CAN’T ACHIEVE.”
FROM THE BOOK: INTERCOM ON JOBS-TO-BE-DONE
BY DES TRAYNOR, CO-FOUNDER INTERCOM
JOBS VS. PERSONAS

31. “PRODUCTS DON’T MATCH PEOPLE; THEY MATCH PROBLEMS.
WE LEARNED EARLY THE OUTCOME A PERSON WANTS IS MUCH MORE
IMPORTANT THAN THE PERSON THEMSELVES. KNOWING IT’S A 37-YEAR-
OLD’S HANDS ON THE KEYBOARD RARELY CHANGES HOW YOU DESIGN
YOUR PRODUCT TO DELIVER THEIR OUTCOME. BY FOCUSING ON THE JOB
AND THE CONTEXT OF CUSTOMERS, YOU CAN DEVELOP AND MARKET
PRODUCTS WELL-TAILORED TO WHAT CUSTOMERS ARE ALREADY TRYING
TO DO. THAT’S SOMETHING A COMPOSITE SKETCH OF SIX DIFFERENT
PEOPLE JUST CAN’T ACHIEVE.”
FROM THE BOOK: INTERCOM ON JOBS-TO-BE-DONE
BY DES TRAYNOR, CO-FOUNDER INTERCOM
JOBS VS. PERSONAS

32. LTUX - Luciana Albuquerque and Renee Phelan
USING JTBD WHEN DESIGNING OUR PRODUCT
PRODUCT THINKING AT TANDA
- JTBD informs how we design and
innovate on our feature set
- It helps us (and our sales and support
teams) understand wha our
customers area really asking for when
they give feedback
- It informs our product marketing
approach
- It informs product strategy.. where are
product starts and stops

33. LTUX - Luciana Albuquerque and Renee Phelan
PRODUCT THINKING AT TANDA
Show gif of rostering here.
Highlights first solution.
EXAMPLE 1: HOW WE USE JTBD TO IMPROVE FEATURES
JTBD: Schedule staff to cover business demand.

34. LTUX - Luciana Albuquerque and Renee Phelan
PRODUCT THINKING AT TANDA
SOLUTIONS FOR STAFF SCHEDULING HAVE CHANGED
A LOT OVER THE YEARS BUT THESE SOLUTIONS HAVE
ALWAYS REQUIRED MANAGERS TO CREATE SHIFTS…
WE REALISED WE COULD SOLVE THIS JOB IN A NEW
MORE EFFICIENT WAY

35. LTUX - Luciana Albuquerque and Renee Phelan
PRODUCT THINKING AT TANDA
Show gif of cognitive rostering
here.
Will highlight how we can
innovate further by focusing on
solving the same JTBD in more
efficient way.
EXAMPLE 1: HOW WE USE JTBD TO IMPROVE FEATURES
JTBD: Schedule staff to cover business demand.

36. LTUX - Luciana Albuquerque and Renee Phelan
EXAMPLE 2: HOW WE USE JTBD TO UNDERSTAND FEEDBACK
PRODUCT THINKING AT TANDA
“Can you please show the entire roster to staff when it
gets sent to them (rather than just their shifts)”
FEATURE REQUEST

37. LTUX - Luciana Albuquerque and Renee Phelan
EXAMPLE 2: HOW WE USE JTBD TO UNDERSTAND FEEDBACK
PRODUCT THINKING AT TANDA
FEATURE REQUESTS DON’T DESCRIBE THE UNDERLYING NEED OR
THE ‘WHY’ IN WHAT THEY ARE ASKING FOR… ASK WHY THIS IS
IMPORTANT TO THEM AND WHAT THEY HOPE TO ACHIEVE WITH THE
REQUEST.
“Can you please show the entire roster to staff when it
gets sent to them (rather than just their shifts)”
FEATURE REQUEST

38. LTUX - Luciana Albuquerque and Renee Phelan
EXAMPLE 2: HOW WE USE JTBD TO UNDERSTAND FEEDBACK
PRODUCT THINKING AT TANDA
When an employee can’t work a shift they have been
rostered to, they need to get this shift covered by another
team member.
JTBD
“Can you please show the entire roster to staff when it
gets sent to them (rather than just their shifts)”
FEATURE REQUEST

39. LTUX - Luciana Albuquerque and Renee Phelan
EXAMPLE 2: HOW WE USE JTBD TO UNDERSTAND FEEDBACK
PRODUCT THINKING AT TANDA
When an employee can’t work a shift they have been
rostered to, they need to get this shift covered by another
team member.
JTBD
“Can you please show the entire roster to staff when it
gets sent to them (rather than just their shifts)”
FEATURE REQUEST
ONCE YOU HAVE UNDERSTOOD THE JTBD YOU CAN
THEN START THINKING ABOUT THE RIGHT SOLUTION

40. LTUX - Luciana Albuquerque and Renee Phelan
KEY THINGS TO REMEMBER
PRODUCT THINKING AT TANDA
‣ JTBD is one of many frameworks that you can use to design products
‣ Customer needs are not tied to any particular solution.
‣ Customer needs are layered so dig deep enough to find out exactly
what people do need and why it is important to them
‣ Designing beautiful features means nothing unless they provide real
value and people actually use them.. so start by figuring out what
people need, and then think about making it easy to use (UX).

41. YOUR TURN

42. PRODUCT THINKING EXERCISE
CHOOSE A PRODUCT

43. LTUX - Luciana Albuquerque and Renee Phelan
PRODUCT THINKING EXERCISE
PROBLEMS * TARGET
SUGGESTIONS / EXAMPLES
Airport security Business travellers
School exams Children with Attention-deficit /
hyperactivity disorder (adhd)
* You will need to re-write them properly.
Parking in the city Shoppers
Eating (independently) Patients with Parkinson
Car accidents Distracted drivers

44. LTUX - Luciana Albuquerque and Renee Phelan
PRODUCT THINKING EXERCISE
PROBLEMS
TARGET
VISION
STRATEGY
GOALS
FEATURES
CUSTOMER FIRST
JOB-TO-BE-DONE
OUTPUT
PROBLEM-SOLUTION FIT
MEASURE SUCCESS
What do we want to achieve?
What are we doing?
Why are we doing this?
How are we doing this?
What problem do we solve?
For whom are we doing this?

45. LTUX - Luciana Albuquerque and Renee Phelan
PRODUCT THINKING EXERCISE
In order to
We will know if our product works, when we see
(Vision)
Our product will solve (Target audience)
Problem of (User problem)
By giving them (Strategy)
(Goal)

46. PLAYBACK

47. Q&A
Q&A

49. LTUX - Luciana Albuquerque and Renee Phelan
KEEP READING
BLOGS
NN Group
DesignKit.org (by IDEO)
UX Booth
UXdesign.cc
Theblog.adobe.com
EBOOKS
Intercom on Jobs to be done (www.intercom.com/books/jobs-to-be-done)
Intercom on product management (www.intercom.com/books/product-management)
BOOKS
Lean Product Playbook (leanproductplaybook.com)
The Design of Everyday Things (Don Norman)
About Face (Alan Cooper)
Designing for Interaction (Dan Saffer)