Art of Product Management

Art of Product ManagementDinesh Vernekar@vernekard

Presented at 22nd July, 2016Times Internet University

My Product Journey

Live chat app for SMBs 2012

Music streaming service - Search & apis 2014

Back at Gaana :) 2016

SmartApp - Recharge & recommendation app 2016

Summary

1. How to define a product roadmap & select features

2. How to define an MVP for your product

3. When to say ‘NO’

4. Winning back churned users

5. How to be an effective product manager

a product manager builds bridges

Product managers drive the vision, strategy, design & execution of their product

Set the Vision - why do we pursue something??

The product matrix

Vision Design

Strategy Execution

To win one must do two of the above well

Amazon - Superior execution, better long term strategy

Apple - Superior design

Facebook - Superior strategy

Other examples?

Box – Superior execution & focus on the enterprise market

Define the problem

1. Define your problem - don’t jump to the solution

2. Define your constraints

3. Define your ideal user

How to define an MVP

In the web world, we had a minimal viable product - you created a version, got feedback & iterated fast.

However in the world of apps, we have MINIMAL VIABLE EXPERIENCE

Launch is critical to success:

1. Cut down on features - remove anything not absolutely required

2. Test rigorously - ensure existing workflows are smooth

3. Plan your launch

MVP for a money manager app

Let’s create an MVP for a money manager app like Walnut

Who are your users?

What are their needs?

Why can you solve the problem?

How is this approach better?

Lessons Learnt:

Smartapp

Proof of concept & functional app

Create version 0 as fast as possible

Current version

How to be an effective product manager?

Create a compelling vision & then communicate it and enable people to fulfill the vision

In simpler words:

1. Be Disciplined: stick to your promises

2. Be clear on requirement

3. Win confidence of engineers & team members

4. Go the extra mile to help your team members

Focus on your strengths

What are you good at?

A.Technically strong

B.UX & Design

C.Communication

D.Juggling stuff

E.Data & Analytics

Creating a framework for decision making

1. Define success - what are your key metrics?

2. Implement tracking

3. Revisit success

4. Create a process to make product decisions

Build relationships

My biggest learning in these 5 years has been about the importance of building relationships & working well as a team

Product Management is a team sport

Planning & sprint management

Project management is a big part of your success. Become a pro at execution

Using JIRA?

1. Add user stories

a. User wants to recharge his phone - add details

2. Tag your jira properly - android, ios, analytics, reporting

3. Create boards for individual teams

4. Make it fun - sprints had name - edgy, gutsy, maverick,

Backlog - 541 issues

When to say NO

Let’s consider you are the product manager for the App - Walnut - it’s a money

Should we build?

The wrong reasons to build something

1. Our competitor has it

2. The boss wants it

3. It’s a minor change

4. It will add some Jazz to the product

5. I haven’t pushed any change in the last 3 months

Collecting Feedback

1. Quantitative feedback

User information in Analytics

Funnels – user drop-off

2. Qualitative feedback

Talk to your users

Conduct a UX study

Focus on data

1. How to build your data skills - some tricks and tips for building stuff

2. How well do you understand Google Analytics?

Long term vs short term thinking

1. What’s the immediate return from the change?

2. Is it aligned with our long term goal?

Case study: Design a mentor app

Let’s solve an actual problem -

Children learn on a game-like student app at home. They then attend a neighbourhood center, twice a week for a 45 minute session with a mentor who oversees their progress, motivates them to stay up to speed on their work and gets them to practice via worksheets. That student app captures metrics such as:

Product Context:Children learn on a game-like student app at home. They then attend a neighbourhood center, twice a week for a 45 minute session with a mentor who oversees their progress, motivates them to stay up to speed on their work and gets them to practice via worksheets. That student app captures metrics such as:

● Pre-test scores● Time spent watching learning video● Practice item accuracy (out of 15)● Post test scores

This data, for every child, needs to be reported to the mentor at the center where the child attends sessions. Each center has pre-determined 10-12 batches, with 10 children per batch. Based on the score the child gets on the student app, the mentor must get them to do an activity in the center (see diagram on the right)

The mentor must also market to & sign up new students, collect & manage fee, take student attendance for each session, update progress on worksheets, maintain records of expenses, new/existing registrations / leads besides being able to log technical / other queries with a central support desk. All these workflows / requirements must be encapsulated into the single window MENTOR APPUser:The mentor is a 40-50 year woman micro-entrepreneur from a small town like Kovilpatti. Owns a mid-range android device. Can send emails, use basic excel and is an extensive whatsapp user.

<40%Score

40-80%Score

>80%Score

Repeat the Shot

Watch video

Attempt Worksheet

Attempt Worksheet

Post test to activity map in the Session

Who is the user?

40-50 year woman micro-entrepreneur from a small town like Kovilpatti. Owns a mid-range android device. Can send emails, use basic excel and is an extensive whatsapp user.

What are the limitations?

Low device storageSlow device with limited performanceLower resolution

Homepage

What can we do better?

What are our users needs?

1. Share & singup new students - add a share button 2. Collect & manage fee - done once a semester - not frequent 3. Take attendance for each session - done every session, 8*12 = In a month 4. Update progress on worksheets5. Record expenses - often - once every day 6. File tickets with support center - once every few days 7. new / existing registrations -

Complete workflow

Create a complete workflow with Invision: Initial flow created with Balsamiq

Open on your phone, share with developer, enjoy

https://invis.io/4A81DIKPT#/175720616_Registration_Menu

Case study 2: Money Manager app

Strategic thinking & Vision

Let’s consider the following apps currently in the market -

1. Money View

2. Walnut

3. SmartSpends

4. Beewise

What features/vision would you set for an app like this?

Go the extra mileSend a sample push notification

Integrate a tool in your spare time

How to beta test your app

1. Closed Beta testing - Playstore

Using Google+ communities to do beta testing

Adding a list to beta test

2. Open Beta testing

Playstore let’s users opt-in to the

Tools :

Problem Tool A Tool B

Attribution Apsalar/Appsflyer Google Analytics

Push Urban Airship Mo-engage

Analytics Google Analytics Amplitude, Mixpanel

Deferred Deep-linking Branch

Customer Support Helpshift

Coupon Engine Demeter(

Beta testing Google Play, Betafamily.com

Payment PayU RazorPay

Prototyping tools

What tool do you use for Prototyping?

1. Balsamiq - great for simple prototype

2. Invision - perfect for the complete layout

3. Sketch - Similar to sketch

4. Pen and paper

Getting inspiration from other products

What products inspire you?

My favorite products:

1. Whatsapp - simple & functional

2. Evernote - Another product that’s very very functional

3. Pokemon - ok this is driving me crazy right now.

Winning back inactive/churned users

3 channels to connect with users:

1. Email

2. Paid re-engagement

3. Push

Paid re-engagementAt Gaana, we want users to discover new songs & engage with content -

1. Push trending & latest songs via facebook re-engagement ads

Questions?

The big hairy question

Reading recommendations:

1. The Mythical Man month: Adding more engineers doesn’t lead to a faster p

2. The Innovator’s Dilemma: A must read if you want to understand how to look at the bigger picture

3. How to build habit forming products - Nir Eyal

4. High Output Management - Andy Grove - My favorite book on management

5. https://www.quora.com/What-are-the-must-read-blogs-for-product-managers

Thanks for your time.

Special thanks to SmartApp & Gaana teams for helping me learn so much.

Thanks to Amita Nautiyal for this opportunity to talk to you.

Follow me on twitter at twitter.com/vernekard

I’m writing a book on product management, if interested enter your email

You can read more on my blog at https://medium.com/@vernekard

References:

Thanks to Sachin Rekhi – art of product management for the product matrix.