Product ManagementFrom early-stage to growth-stage startup

by Hadikusuma Wahab @dhiku

Hadikusuma Wahab @dhiku

VP Product at KMK Online

Business Process & Intelligence Manager

Java Engineer

liputan6.com, vidio.com, bintang.com, bola.com, karir.com

Emtek Tbk, Danone, Coca-Cola Amatil

TelkomSigma

Education BackgroundMBA & Computer Science

Your Job?Help your team (and startup) ship the right product to your users

Source: https://medium.com/@joshelman/a-product-managers-job-63c09a43d0ec

Your users

Measure what mattersPrioritise your release

The Formula

Agile ProcessUser Experience

http://www.slideshare.net/intelleto/designing-with-lean-ux-rapid-product-design-ux-lisbon-2014

Define your target users

1. Picture a portrait of your customer

2. Write some facts demographic, be specific

3. Brainstorm their behaviour, how are they solving problem now?

4. Validate! could enough people like this exist? if not re-do your work

Unique Value Propositions

• Imagine it’s time to launch your product. What is the first announcing tweet you will send out?

• Writing that can help the team focus their strategy in 140 characters… or less.

Envision the uses

Determine if it’s a tier 1 problem or not!

Prioritise your features list

This is the MVP!

Prototype first• Design sprints are a framework to

solve and test design problems in 2-5 days

• Adapted by Google UX teams, Google Ventures and Google X

• The sprint gives teams a shortcut to learning without building and launching

• Ensure the design is simple enough for your audience

Diverge methods

Decide methods

8 ideas in 5 min

Share storyboard on the whiteboard, do voting on best ideas, decide what to prototype

1 big ideas in 5 min 1 storyboard in 5 min

Prototype and validate methodsCreate a real-looking version of storyboard and show it to users tomorrow.

Measure what matters• Focus on people, validation customer feedback, did

they use the app? does app do what they need it to?

• Think how to measure when writing features

• Use the product regularly as users, break the habituation chain

• Do retrospective every month

Simplify with one page

Simplify with one page

1

Simplify with one page

2

Simplify with one page

3

Welcome to growth-stage

Your users

Measure what mattersPrioritise your release

Still the same Formulabut more challenging!

Business development is importantLets raise some money

Hiring first product manager

http://iamnotaprogrammer.com/what-does-a-product-manager-do.html

Understand user behaviour

• Kill it: admit defeat, and start to remove it from your product.

• Increase the adoption rate: get more people to use it.

• Increase the frequency: get people to use it more often.

• Deliberately improve it: make it quantifiably better for those who use it.

qualitative survey and in-site analytics

Usability testing

+

Prioritise through a roadmap

Define the theme for next 2-3 months

Breakdown roadmap into concrete release markers

Rarely say yes to feature requests• Does it fit your vision? • Will it improve, complement or

innovate on the existing workflow?

• Does it grow the business? • Will it generate new meaningful

engagement?

Prioritisation tips

Three buckets of features

• Metrics movers

• Customer requests

• Innovation ideas

Measure your app

• Do more A/B testing i.e compare recommendation algorithm, headline testing

• Define metrics you want to track and start collecting data from your app

• User activation, analyse why users are happy and some come never again

+ +

Tools to make life easier

• Manage task list, workflowy, evernote

• Wireframe and prototype, lucidchart, invision, moqups

• Track development status, pivotal tracker, asana

• User feedback, uservoice, survey monkey, intercom

• Analytics, google analytics, mixpanel, appsflyer, optimizely

References• PM job role https://medium.com/@joshelman/a-product-managers-job-63c09a43d0ec

• UX as a stack http://www.slideshare.net/intelleto/designing-with-lean-ux-rapid-product-design-ux-lisbon-2014

• Design Sprint Google https://www.gv.com/lib/the-product-design-sprint-understandday-1

• Lean canvas http://leanstack.com/why-lean-canvas/

• Hiring Product Manager http://iamnotaprogrammer.com/what-does-a-product-manager-do.html

• Prioritisation tips, three features bucket http://blog.adamnash.com/2009/07/22/guide-to-product-planning-three-feature-buckets/

• Prioritisation tips, rarely saying yes https://blog.intercom.io/rarely-say-yes-to-feature-requests http://www.productstrategymeanssayingno.com/

• Understand user behaviour https://blog.intercom.io/before-you-plan-your-product-roadmap/

Thank you!

See you on the next-stage