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This is Session 1 in a four-session series, covering product management basics, and developed for students at xlab, Tsinghua University. This session focuses on basic skills and user understanding.
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04/08/2023 Yue Zhuge 1
Product Management @ Mobile Internet Start-up
Yue ZhugeCo-Founder/CEO Ivy Gallery
March 13, 2014
A Four-session Series for Students at xlab, Tsinghua University
Session 1:
• Product management basics and skills
Session 2:
• From customer needs to quality product: requirements and design
Session 3:
• Project management and execution
Session 4:
• Product management at a start-up company
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Functioning Teams in an Internet/Mobile Company
• Engineering– PM: Product Manager– Developer– UI/UE– Test– Research/Scientist– Technical Architect– Data Analyst– Managers
• Leader/CEO• Marketing• Operations• Business Development• Sales• HR/Recruiting
1
2
3 4
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Background: Yue ZhugeWork Experience• 2013.5-present Co-Founder/CEO, Ivy Gallery• 2011.4－2012.4 Senior Director, Head of Product,
Yahoo Beijing R&D• 2006.8－2011.4 Principle Group Program Manager,
Microsoft Ad Platform China• 2003.4－2006.8 Senior Data Architect, Yahoo US• 2000-2003 Loudcloud, Escalate, Hitachi Research
Education• PhD, MS Stanford University Computer Science• MS Stony Brook University Applied Math• Tsinghua University Computer Science
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SESSION 1: PRODUCT MANAGEMENT BASICS AND SKILLS
Role of a Product Manager
• Product Specification: Why and what to build• Product Design: How to build• Project Management: Build it right
Requirements Design Execution
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Role of a Product Manager in Reality
Anything that no one is doing
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Bringing Lunch
Drafting Illustrations
Customer Service
Legal
Error Finding and Debug
Integration
Reviews and Presentation
Selling the Product
Research
Prototyping
Partnership
Analyzing Data
Taking Meeting Notes
Role of a Product Manager
= Product Owner
Engineering
DesignBusiness
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Four Major Product Functions
User Understanding
Product SpecificationProduct Design
Market Understanding
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Where do Requirements Come From?
• Users and customers– More direct and useful for startups– E.g., the need to browse a map offline
• Market assessments– More strategic and good for larger projects– E.g., the growth of cloud
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PM Task #1, User Understanding
Targeted users: Describe your customers
Persona: Specific users
Use Case: Specific situations when the users
will use your product
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Example: Ivy Gallery Targeted Users
Consumers/regular people
US and other English speaking countries
Has a smart phone
(better) has a lot of photos and use clouds
(better) likes to organize things
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Ivy PersonaAn
n • Ann Lewis• Female, 35 with two kids• Works part time as an
editor• Likes cooking, shopping• Uses an iPhone 5, has
around 1000 photos on the phone and some more on Flickr
Dav
id • David Young
• Male, 25, single with girlfriend
• Works full time as a marketing manager
• Likes travel and sports• Uses Nexus 5, has about
2000 photos on the phone, and 10k on Dropbox and Google Drive
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Use Cases
Ann holds a birthday party for her 5 year old daughter. She took some good photos of the kids. Those photos are automatically categories by Ivy as an event. Ann labels the event ‘Sara’s party’ and invites other parents in the party. Other parents join, and contribute their photos for the same events. Ann browsed them and downloaded a few great shots for her daughter.
David went for a trip and took about three thousands photos. He saves all of them in Google Drive. Every day, he uses Ivy to browse the photos, which were already automatically grouped according to locations he visited. David labels the events and selects a few great photos to share on his Facebook. He then shares more photos privately with his girlfriend using Ivy.
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Exercise and Break(user understanding questionnaire)
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Reflect: What do we Gain from the Details
• Many questions answered– E.g., how often do people need your product– E.g., what kind of mobile phones they use
• Standpoint of the user– E.g., How difficult to use while driving– E.g., What’s his real pain point
• What are we replacing– E.g., Is there an alternative to your solution– E.g., What the user will be spending time on if not using
the product?04/08/2023 Yue Zhuge 16
Benefits of Scenario-Based Design
Help with prioritization: what
should be completed first and together
Helps to share the vision with the team:
why we do something
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Different Angles to Look at Users
• Parents -- demographic• Travelers -- interest• Wedding Photographers -- profession• Cloud Users – habit
• Build for them and target them04/08/2023 Yue Zhuge 18
Four Major Product Functions
Market Understanding
Product SpecificationProduct Design
User Understanding
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PM Task #2: Market Understanding
• Market Landscape and Trends• Should you select a crowded or deserted area?
• Positioning (will cover more in Session 4)• Competitors– What’s your unique strength and differentiators
• Mass vs Vertical• Business model (will cover more in Session 4)
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Market Trend Example
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My Suggestion
Select a growing domain
Focus on one specific need
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No One Majors in Product Management
• Passionate product and design lover• Ability to see from other’s point of view• Insights and judgments• Detail oriented• Good communication• Technical understanding• Business understanding
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