18. @lissijean
“Scrum doesn’t focus on
delivering just any increment
of business value; it focuses
on delivering the highest
priority business value as
defined by the customer
(Product Owner).”
The
Product
Owner
Agile Project
Management with Scrum
Ken Schwaber, 2004
31. @lissijean
Product Strategy is a system,
made up of visions, goals,
constraints, and actions that
results in desired business and
customer outcomes.
38. @lissijean
“The price is too high,
we should lower it.”
“The photos are not enticing.”
“We need to rebrand the sign
up funnel to the new design.”
“We should be offering
sign up gifts.”
“They cannot try it for free!”
40. 5 years FDS a top dinner option for the target market.
double acquisition Dec 2016
increase conversion rate across all
platforms by X% by end of Q2.
conversion rate is Y% on desktop
and X% on mobile.
41. @lissijean
Company
Goal,
Product KPI,
Future state.
What are
users
doing now?
What’s the
first
little goal?
User Research,
Product
Experiments
Product Kata
1 2 3 4
Planning Experimenting
A scientific, systematic way to build better products.
43. @lissijean
Learned:
The top reasons people are leaving.
0%
10%
20%
30%
40%
Reason
Can't Find Menu What's in the box? The price is too high I want more plan options I am vegan
52. @lissijean
If users engage
with the site more,
then they will buy
a second type of
insurance policy.
HYPOTHESIS
Pop ups that lead
users to insurance
policies.
Success = clicking
TEST
53. Jim, Exec Mgr for
Business Line
Great,
let’s build these
features.
89. Product Management
is a complex system.
Structure
Culture
Individuals
Goals
Market
Technology
Community
Customers Businesses
Practices
Value
90. @lissijean
1. An emergent Product Strategy made up of
goals, constraints, and actions that result in a
desired outcome.
2. A process that allows us to experiment
towards that desired outcome.
3. An empathy for the customers that buy and
use our products.