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WHAT KIND OF PRODUCT MANAGER ARE YOU?
Kristen Waeber Head of Design Innovation, Zoona
ABOUT ME
• I am the Head of Design Innovation at Zoona • Previously Head of Consumer Experience
• Research, Marketing, & Strategy background • Microfinance, Telecommunications, Mobile Money
• Also, an Entrepreneur (kidogo kidogo) • I am not a Product Manager
• I hire and manage Product Managers
INNOVATION SETUP AT ZOONA
STAGE ONE:
DESIGN STAGE TWO:
BUILD STAGE THREE:
PILOT STAGE FOUR:
SCALE
Research, Ideating, Prototyping, Designing
Developing, Testing, Process Creation
Rolling Out, Measuring, Learning, Improving
Operationalizing, Revenue Driving
UNDERSTANDING PRODUCT MANAGERS WHAT TYPE OF PRODUCT MANAGER ARE YOU?• Customer Focused • Engineering Focused • Design Focused • Ops Focused
WHERE ARE YOU IN FLOW ON THE JOURNEY?• Design • Building • Pilot • Scale
Money Transfer Product Manager:This product is the core product that brings in the majority of our revenue. It has been around for 7 years, is in a competitive market, and is built on a legacy system.
Technical Product Manager:This role is responsible for speaking both business and technical language. Once something is live in the system, this person is responsible for understanding, diagnosing, and prioritizing problems, opportunities, and bugs.
Credit Product Manager:This product is being explored as an opportunity for our future. This person is responsible for coming in to fully understand what customers needs are with respect to credit, and spec a product.
Android Product Manager:This role is responsible for owning the experience and usability of our Android application and devices for our agents. In our change from a mobi-site to an app this person is responsible for the devices, usability of the application, and flows.
EXAMPLES OF PRODUCT MANAGERS
WHAT TYPE OF PRODUCT MANAGER ARE YOU?
I prefer to communicate in…?
STORIES
Who would you rather spend time with…?
DEVELOPERSCUSTOMERS
I like to…?
ELEVATE TO BIG PICTUREDIVE INTO THE DETAIL
What Matters Most to You?
EXPERIENCEEFFICIENCY
FLOW DIAGRAMS
WIREFRAMES EXCEL
My brain works best in…?
IF YOU SAID THINGS LIKE… YOU MIGHT BE…
CUSTOMER FOCUSED• Customers • Elevate to the Big Picture • Stories • Wireframes • Experience
ENGINEERING FOCUSED• Developers • Dive into the Details • Flow Diagrams • Wireframes • Efficiency
DESIGN FOCUSED• Customers • Dive into the Details • Flow Diagrams • Wireframes • Experience
OPS FOCUSED• Customers • Elevate to Big Picture • Stories • Excel • Efficiency
FOUR MAIN TYPES OF PRODUCT MANAGERS
CUSTOMER FOCUSED
• Loves Interacting with Customers and will be their advocate
• Heavily Research Driven • Loves Discovering Needs
ENGINEERING FOCUSED• Process oriented • Loves thinking about flows and
efficiencies • Very detail orientated • Loves improving internal metrics
DESIGN FOCUSED• Loves exploring individual
decisions • Enjoys bringing user design and
visual design together • Gets excited by experience
improvements
OPS FOCUSED• Enjoys Competitive Markets • Loves Analysis and Data • Loves thinking about how to work
with partners • Good at making unemotional
decisions and seeing tradeoffs
NOW WHAT DO WE HAVE…
SOME STRENGTHS & WEAKNESSES
CUSTOMER FOCUSEDStrengths: • Customer Advocacy • Marketing Messaging Weaknesses: • Too Close to Customer • Knowing Product Limitations • Technical Tradeoffs
ENGINEERING FOCUSEDStrengths: • Process Mapping • Fixing Things that are Broken • Improving Internal Processes Weaknesses: • Future Thinking • Understanding the Customer
DESIGN FOCUSEDStrengths: • User-centric • Functional • Detail Oriented Weaknesses: • Understanding Business Tradeoffs
OPS FOCUSEDStrengths: • Sees the Big Picture • Good at Business Tradeoffs • Cares about Bottom Line Weaknesses: • Understanding the Customer • Attention to Technical Detail
Money Transfer Product Manager:This product is the core product that brings in the majority of our revenue. It has been around for 7 years, is in a competitive market, and is built on a legacy system.
Technical Product Manager:This role is responsible for speaking both business and technical language. Once something is live in the system, this person is responsible for understanding, diagnosing, and prioritizing problems, opportunities, and bugs.
Credit Product Manager:This product is being explored as an opportunity for our future. This person is responsible for coming in to fully understand what customers needs are with respect to credit, and spec a product.
Android Product Manager:This role is responsible for owning the experience and usability of our Android application and devices for our agents. In our change from a mobi-site to an app this person is responsible for the devices, usability of the application, and flows.
EXAMPLES OF PRODUCT MANAGERS
Ops Focused
Engineering Focused
Customer Focused
Design Focused
DESIGN BUILD PILOT
RESEARCH
STRATEGY
BTL MARKETING
PRIORITIZING DEVELOPMENT
UI DESIGN
CUSTOMER CARE TRAINING
PROCESS MAPPING
COMMUNICATION
WHERE ARE YOU IN FLOW ON THE JOURNEY?
UAT
SPEC-ING DASHBOARDS
UX DESIGN
WRITING SPECS & USER STORIES FOR AN MVP
PROJECT MANAGEMENT
DATA ANALYSIS
EXPERIMENTAL DESIGN
BUSINESS CASE DEVELOPMENT
PRIORITIZING OTHER DEVELOPMENT NEEDS
PRODUCT ADJUSTMENTS
SCALE
OPERATIONAL ROLL OUT
TRAINING SUPPORT STAFF
REVENUE MODELING
ATL MARKETING
DATA ANALYSIS
PROJECT MANAGEMENT
When I Get to Make Assumptions…(IDEATE & PROTOTYPE)
When I Get to See Something Come to Life…(DEVELOP & CONSTRUCT)
When I Get to Test My Assumptions…(MEASURE & LEARN)
When I Get to Prove it Works…(OPERATIONALIZE & MANAGE)
