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Problem statement definitionTaya Page
About me
Product director at Artsy
10 years product experience in marketplaces, mobile security, ed tech
Former front end engineer, UX designer
Fine art & computer science degree from the University of Chicago
ENTJ
Reasonable sentiments are plentiful
Product managers find opportunities in feelings
The “opportunity statement” is a framework for defining user needs, validating assumptions, proposing specific solutions, and hypothesizing about measureable outcomes.
We have observed that _____.
We believe that if we _____.
Then our users will achieve _____.
We have observed that...
Specific problems or opportunities backed by quantitative or qualitative data.
User experience interviews
Product metrics
Support tickets
Market research
Surveys & focus groups
Looking for evidence in product data
We have observed that in the last 6 months, 60% of our users applying to jobs have not heard back from a single employer.
We believe that if we...
User-centric solution that is hypothesized to address the observation.
“5 Whys”
“How might we…”
“I wish…”
Happy path sketching
Analysis of similar products
Using the “5 Whys” to hypothesize
Users aren’t getting interviews… Why?
Because they’re applying for jobs that aren’t a good fit… Why?
Because they think the more jobs they apply for, the better their chances…
Why?
Because they don’t know that recruiters only have time for candidates who already have all the necessary skills and experience…
Why?
Because job sites let users search for and apply to any job, without consideration for fit.
Aha!
We have observed that in the last 6 months, 60% of our users applying to jobs have not heard back from a single employer.
We believe that if we showed users a list of job openings where the required skills and experience matched those on their resume…
Then we will achieve...
Projected measurable improvement defined in advance of the project.
Addressable universe
Ecosystem assets
Impact of similar features
Data science projections
Addressable universe
We have observed that in the last 6 months, 60% of our users applying to jobs have not heard back from a single employer.
We believe that if we showed users a list of job openings where the required skills and experience matched those on their resume…
Then users would be deterred from applying to jobs for which they are not qualified and would receive an initial phone screen for at least 25% of submitted applications.
Why define opportunity statements?
● Reduce wasted development time
● Structure, rigor, and actionable tasks to ideation and design exercises
● Shared conversation about prioritization
● Improved collaboration between product, design and engineering.
● Alignment to higher level business goals.
No opportunity is a 100% safe bet
Were our assumptions about user needs correct?
Is this solution feasible?
Execution matters!
1. Opportunity statement definition
2. Design studio & user testing
3. Requirements definition & feasibility assessment
4. Engineering production & launch
5. Product metrics tracking