codemotion how to create a product copy - codemotion rome 2015
TRANSCRIPT
ABOUT ME
• Founder of Travelchat
• Product Manager
• 5 years in startups in Berlin
• Studied Innovation in Copenhagen
WHAT IS A PRODUCT MANAGER?
PRODUCT MANAGER LISTEN&
ORGANIZE
DEVS&DESIGNERS CREATE
PRODUCT SOLVES
PROBLEM
USERS&TEAM HAVE
PROBLEMS
WHY FEATURES NEED THINKING
150 Characters
limit Unexpected behaviour:
If you write more? If you paste?
Who write the errors? How do they appear?
UX: Users understand it?
Counter? How does it look?
Manteinance: QA?
Documentation? Compatible with updates?
Results: Are users
more engaged?
HOW TO SPOT UX PROBLEMS?
Usability test:
1) Sit next to a user
2) Ask him to complete the task (don´t explain)
3) Ask him to talk loud
TYPES OF UX PROBLEMS
1) Finding (visual hierarchy, resolutions, bad trigger etc…)
2) Understanding (copy, images, missing CTA etc…)
WHAT IS THE MOM THINKING?
You: Mom, do you have 5 minutes? I wanted to talk about my business
MOM: Yes, sure. Tell me.
MOM: I am so proud of you, son
YOU: You like the Ipad and you use it a lot, right?
MOM: Yes, sure. It´s amazing.
MOM: I actually use it to watch “Un medico in Famiglia”
YOU: Would you buy a recipes app for the Ipad?
MOM: Oh, I love recipes! Will there be also Christmas recipes?
MOM: I am full of cooking books. The Ipad in the kitchen might get dirty. I have never bought an app. How do you insert the credit card in the ipad?
HOW DO YOU SOLVE THE PROBLEM NOW?
Hypothetical & Generic:
“In future I could…” “Yes, I would like to…” “I always do it…”
Specifics about the past:
“How do you solve it now?” “Do you spend money on it?” “Did you change solution?”
BIG PAIN, BIG GAIN
• Finding users is hard
• Understanding them is hard
• Digesting the feedback is hard
BENCHMARKING
Someone already solved your problems - Similar US startups (Whatsapp etc…) - The big guys (Facebook, Google, Amazon
etc…)
WHY A PROTOTYPE?
- Focus on features instead of graphics
- Align expectations
- Discover hidden complexity
HOW TO THINK A FEATURE
HYPOTHESISPROBLEM DESIGN
Where do users drop?
Why? UX, Value, Bug
Flow, Prototype,
Design
BUSINESS vs
- Intuitive intelligence - Need quick results - Change idea often - Think big
- Rational intelligence - Keen into details - Need focus - Pragmatic
IT
3 PRACTICAL MEETINGS1) Kickoff
Goal: What do we do this week?
Preparation: Users stories
When: Monday, 30 min.
2) Standup
Goal: Updating
Preparation: What I have done, What I will do, Blockers
When: Every day, 5 min., standing
3) Retrospection
Goal: How can we improve?
Prepare: 2 min. at the beginning of the meeting
When: Friday, 15 min.
HOW TO REPORT BUGS
Reproduction logic: 1) Write a long text 2) Attach a picture 3) Send photo 4) Keyboard becomes huge
Technical details/Links: - It happens on all the iphones
Screenshot/Screencast:
*Pro tip: is it critical? Does it affect badly core KPIs?
PROCESS TO CREATE FEATURES
DEVELOPTHINK MEASURE
Goal, Flow, Design
User stories, Kickoff, standup
Pirate Metrics A/B Test
READINGSTOOLS:
Prototypes: http://pidoco.com/, https://balsamiq.com/
Project Management: https://trello.com/, http://www.pivotaltracker.com/, https://www.atlassian.com/software/jira
Testing: https://www.optimizely.com/, http://www.crazyegg.com/, http://fivesecondtest.com/, http://www.usertesting.com/
KPIs: https://mixpanel.com/, https://www.kissmetrics.com/, https://www.intercom.io/ , http://trak.io/,
UX:
“5 Principles of persuasive web design” http://conversionxl.com/5-principles-of-persuasive-web-design/?one-last-thing
“BJ Fogg´s behavior model” http://www.behaviormodel.org/
“Don´t make me think” http://www.amazon.com/Dont-Make-Me-Think-Usability/dp/0321344758
“Do things that don’t scale” http://paulgraham.com/ds.html
“The mom test” http://www.slideshare.net/xamde/summary-of-the-mom-test
“How to run a user interview” http://startupclass.samaltman.com/courses/lec16/
People´s management:
“Good Product Manager, Bad Product Manager” http://web.stanford.edu/class/e140/e140a/handouts/ProductMgmt.txt
“How to work with PMs” https://medium.com/the-year-of-the-looking-glass/how-to-work-with-pms-3e852d5eccf5
“How to work with Engineers” https://medium.com/the-year-of-the-looking-glass/how-to-work-with-engineers-a3163ff1eced
“Core Scrum Values” https://www.scrumalliance.org/why-scrum/core-scrum-values-roles
KPIs:
“Lean Startup Metrics” http://practicetrumpstheory.com/3-rules-to-actionable-metrics/