Main takeaways:
- A true understanding of a problem area comes from a mix of qualitative and quantitative data
- Researching a problem and product expands beyond the user interview; it also includes competitive analysis, product analytics, and stakeholder interviews
- Comparing to other products does not have to be limited to direct competitors, but it can also include research on products that accomplish a specific job very well. This can create inspiration and ideas for your product
6. ● Formerly a PM at eBay, currently a PM at Compass
● Product manager since 2013
● Built 3 startups (so far)
● Code for fun
● Love tech, product, entrepreneurship, being social &
fitness
More about me
7. ● User Research
● Stakeholder Research
● Competitive Analysis
● Product Analytics
Topics to cover
9. User research focuses on understanding
user behaviors, needs, and motivations
through observation techniques, task
analysis, and other feedback
methodologies..
--usability.gov
User Research
10. ● Personas
● Jobs to be Done
● 6Ws
● Personas vs. JTBD
Identify potential personas
11. [Personas] create reliable and realistic
representations of your key audience
segments for reference.
--usability.gov
Personas
12. Personas cont’d
Effective personas:
● Represent a major user group for your website
● Express and focus on the major needs and
expectations of the most important user
groups
● Give a clear picture of the user's expectations
and how they're likely to use the site
● Aid in uncovering universal features and
functionality
● Describe real people with backgrounds, goals,
and values
--usability.gov
13. A Job to be Done is the process a
consumer goes through whenever she
aims to change her existing life-situation
into a preferred one, but cannot because
there are constraints that stop her.
--jtdb.info
Job to be Done
14. ● Who the user is
● What the user is doing
● When the user does this thing
● Where the user does this thing
● Why the user does this thing
● How the user does this thing
6Ws
29. ● High overlap in problem & solution
● Compass CRM vs. Contactually vs.
Salesforce Example
● Facilitate workflows
● Gaps in offerings
Direct competitors
30. ● Different product, meets similar
consumer need
● Compass CRM vs. Google Sheets vs.
iPhone Notes Example
● Break existing mental model
Indirect competitors
31. ● Micro-problems
● Beats Music App Onboarding Example
● Understand the repeatable pattern
Well designed products
32. ● Broken patterns
● Snapchat Redesign Example
● Understand the research gap
Poorly designed products
35. ● Baseline data set
● Comparison data set
● eBay Listing Page Example
Similar product usage
36. ● Entry points
● Exit points
● Product engagement
● eBay Category Page Example
User funnels
37. ● Qualitative & Quantitative data
● Broad & Deep understanding
● Direct & Indirect research
● Understanding the problem leads to better products
In conclusion
39. ● Website: www.alexjmeyers.com
● Email: yo@alexjmeyers.com
● LinkedIn: https://www.linkedin.com/in/alexjmeyers/
● Visit my current project: www.mywrkouts.com (myworkouts without the first “o”)
Contact
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Product School’s Product Management Certificate Path comprises of 3 part-time courses for professionals with strong technical or business background who want to further explore Product Management at software-based companies.
During Product Management Training you will first learn Product Management fundamentals to understand the software product lifecycle and what it takes to successfully transition into a product management role.
You’ll then be trained to retrieve data, understand its value and make impactful decisions with SQL, data visualization and Tableau. Learn to understand your users to deliver exceptional UX/UI design and develop a robust digital marketing plan. During the Full Stack Product Management Training, you will deep dive into the technical knowledge to enhance your ability to work with agile teams.
Finally, Product Leadership Training will elevate your product knowledge to become an effective Product Leader. You'll do an in-depth analysis on how to implement best PM practices on a strategic level to significantly impact your company’s portfolio and revenue. Learn the soft skills to manage product teams and manage stakeholders to deliver performing products.
As well as individual courses we provide corporate training across the world! If you’d like to upskill your product team this is the best option for you. We have trained employees from multiple companies such as Deloitte, Salesforce, JP Morgan, Bank of America amongst many other companies across all industries.
Tonight's talk is “ [TITLE] ” with [NAME]. Welcome, [NAME].
Feel free to speak with me and I can point you in the right direction (explain where to apply). Or you can visit www.productschool.com
Have a good night!