Ashish Toshniwal, the founder of Y Media Labs, shared the keys to successful agency-client relationships, how to execute customer research effectively and best practices for communicating throughout the product lifecycle. Y Media Labs has over 200 employees worldwide and have helped over 21 Fortune 500 companies achieve success in mobile. Media Lab has a podcast on Alpha UX, Partnering with an Agency in Product Management.

1. Product Management
w/ PayPal Mobile App Creator
/Productschool @ProductSchool /ProductmanagementNY

2. Ashish Toshniwal
How to build a successful product

3. Inspired by Steve Jobs

4. We help brands create products that have lasting impact.

5. Our Clients
All trademarks, product names, company names and logos appearing in this presentation are the property of their respective owners.

6. in transactions
$60B
users delighted300M
passionate people240
Fortune 500 clients24

7. Title Text
Subtitle text
Assumptions are deadly.

8. Title Text
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Early experiments can save you a lot
of pain.

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Only through talking to users and
gathering data can we make informed
decisions on what to build.

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Good Product Managers answer the
tough questions.

11. What Feature Do We Focus On First?
The Kano Model helps us answer this question

12. Kano Model: 2 Axes

13. The Feature Category Model

14. The Question Pair that uncovers customer
perception
Functional - How does a customer feel if they have the feature?
Dysfunctional - How does a customer feel if they do NOT have the feature?
Attractive - Customers like if the feature if it’s there (Functional) but can live with it not being there (Dysfunctional)
Must-Be - Customers expect the feature to be there (Functional) and dislike it if it’s not there (Dysfunctional)
Performance - Customers like having it (Functional) and dislike it if it’s not there (Dysfunctional). These extreme reactions translate to the linear
“more is better” relationship between the 2 dimensions.
Indifferent - Customers don’t care if it’s there (Functional) and don’t care if it’s not there (Dysfunctional).
I Like It I Expect It I Don’t Care I Can Live With IT I Dislike It

15. In Practice
As a bank, what features in our app should we invest money into advancing or building?

16. Our Mobile App Backlog
From existing features, qualitative testing, and industry insights

17. Everybody Has An Opinion
Your job is to take this backlog and gain actionable data into what to focus on.

18. Take The Most Common Response
Map the responses to the categories, and go with the most common category.
M = Must-Be, P = Performance, A = Attractive, I = Indifferent, R = Reverse, Q = Questionable

20. Our New Backlog
Feature Category Priority
Round Up Savings Attractive Top
Money Management Attractive High
Check Credit Score Attractive Medium
Check Balance Must-Be Maintenance
Investment Management Indifferent Disproven

21. Innovation is saying no to a thousan
If you have any questions please email
ashish@ymedialabs.com

22. www.productschool.com