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Product Management Workshop

Here are the slides from our Product Management workshop held in Singapore with Prateek Soni from GrabTaxi.

GrowthHackingAsia
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Product Management Workshop

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Presentation Transcript

  1. Demystifying product management

  2. Agenda • Background of product management • Some models and frameworks • Some PM techniques - UX/Analytics • Activities - A/B testing set-up, campaign tracking setup • Specification tools - UML diagrams basics • Conclusion

  3. What is product management? PM (The “what” guy) IT Business Customer

  4. Product Management and Project Management Project Management OR Product Management

  5. Product Management definition “The process of conceiving, planning, developing, testing, launching, delivering, withdrawing products in the market”

  6. Past professions of Product people - Sales Management consulting BDM Marketer DevOps Engineer an accidental profession!!

  7. Product Management matrix

  8. Different scopes

  9. Different roles

  10. Product Management - framework (by brainmates)

  11. User research techniques • Clickstream/GA, A/B testing • Customer surveys • Focus group, interviews • eye-tracking etc.

  12. User research - when to do what Eyetracking A/B testing, GA behavioural Focus group, 
 interviews Customer feedback Customer Reviews Attitudinal Qualitative Quantitative

  13. User research - when to do what What people do behavioural Why? how much? What people say Attitudinal Qualitative Quantitative

  14. UX - friction reduction

  15. UX - friction reduction

  16. UX - friction reduction

  17. UX - friction reduction Paktor VS Tinder VS OKCupid

  18. UX - friction reduction

  19. UX - friction reduction

  20. UX - friction reduction

  21. UX - friction reduction

  22. UX - friction reduction

  23. Analytics techniques • funnel analysis • acquisition analysis • segmentation • regression • Intent tracking - via marketing campaigns

  24. A/B testing - a science ! 1) Control VS treatment group 2) Causality over correlation 3) Optimization leads to local maximum

  25. p-value - statistical significance • In statistical significance testing, the p-value is the probability of obtaining a test statistic result at least as extreme or as close to the one that was actually observed, assuming that the null hypothesis is true.

  26. p-value - statistical significance

  27. Set-up A/B test scenario (optimizely) • Create a shopify account - free trial • Create an optimizely account - free trial

  28. Specification - UML diagrams - use case diagram

  29. Specification - UML diagrams - use case diagram CASE : Hospital Reception subsystem or module supports some of the many job duties of hospital receptionist. Receptionist schedules patient's appointments and admission to the hospital, collects information from patient upon patient's arrival and/or by phone. For the patient that will stay in the hospital ("inpatient") she or he should have a bed allotted in a ward. Receptionists might also receive patient's payments, record them in a database and provide receipts, file insurance claims and medical reports.

  30. Specification - UML diagrams - use case diagram

  31. Specification - UML diagrams - activity diagram

  32. Biggest weapon of a PM - saying NO!

  33. Biggest weapon of a PM - saying NO! “Ideas usually come from well-meaning people/users around the company just trying to do their jobs, but if you view your role as the funnel for all these requests, then the result to your product will almost certainly be death by a thousand cuts” - SVPM

  34. You know you are dating a PM if… When trying to convince you to go out with him, he mentions the success rate of his other dates. He tells you what time to meet but shows up 20 minutes after that. When the table wobbles at dinner, he gets the engineer at the next table to fix it, but still takes credit for it. He refers to your dates as '1 on 1 time'. He always asks if he can ask a question before he asks a question. Instead of asking the waiter how the chicken is, he says, "What's your poultry story?" He argues with you using bullet points in a PowerPoint presentation.

  35. You know you are dating a PM if… He spends so long stack ranking different movie options that you miss the movie. He likes his pillow talk in a 15-minute standup format. He refers to your life dreams as a "list of asks". When you want to try something new, he mentions a conversation he had with his CEO about innovation. When you travel, your itinerary is called an action plan. His idea of engaging with you has nothing to do with an actual engagement.

  36. You know you are dating a PM if… He wants to review all the documentation from your previous relationships. He uses other women's advances as leverage to get more laptop time. He stalks your ex-boyfriends and calls it 'competitor research,' then proceeds to do the exact same things they did. He says he values your opinion, but still completely ignores you. He refers to you as Girlfriend 3.0. You know he's in love when he looks at you the way he looks at his phone. After you break up, he requests a relationship postmortem.

  37. Thank you!

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