Slides for a 1-day Product Management Bootcamp held at General Assembly in Hong Kong on Saturday 16 January 2016.

1. 16 JANUARY2016
MICHAEL CHIK
source: http://goo.gl/HdXHnO

2. » Introductions
» Why Product Management?
» What Is A Product Manager?
» The Voice of the Customer
» The Product (Risks)
» Customer Development
» Finding Your Customer
» User Research
» Personas
» Empathy Map
» KPIs
» Customer Cycle (Metrics for Pirates)

7. Michael Chik
Lean & Agile Coach for Startups & Enterprises
LEGO® SERIOUS PLAY® Facilitator
michael@arsagilis.com
@arsagilis
casmaron
linkedin.com/in/michaelchik
Moonpig
Photobox
Cathay Pacific
JP Morgan
Standard Chartered Bank
Ben & Jerry’s
Walt Disney Company
戚本錦 Previous:
I consult for startups, like:
Travolor
Work-space
Amnesty International
國際特赦組織

16. source: http://goo.gl/ZbvuQB
- MARTY CAGAN, AUTHOR OF “INSPIRED”

17. source: http://goo.gl/ZbvuQB

18. - Mini-CEO
- Visionary
- Passionate
- Big Picture Thinker
- Technical
- Voice of Customers
- Jack Of All Trades
- Project Manager
- Designer
- Developer
- Customer Support
- The Boss
- Scapegoat

24. Google Search

30. source: http://goo.gl/8SavP6
source: https://goo.gl/HhgAXC
source: http://goo.gl/GbDtXk

31. source: http://goo.gl/HCkvKA

32. NEEDS FEATURES BENEFITS

33. WHO ARE MY
USERS?
WHO ARE MY
USERS?
WHAT ARE
THEIR HABITS?
WHAT ARE
THEIR HABITS?
WHERE ARE
THEY
ACCESSING
FROM?
WHERE ARE
THEY
ACCESSING
FROM?
WHEN DO THEY
NEED YOUR
PRODUCT?
WHEN DO THEY
NEED YOUR
PRODUCT?
WHY DO THEY
NEED YOUR
PRODUCT?
WHY DO THEY
NEED YOUR
PRODUCT?
HOW DO THEY
ACCESS YOUR
PRODUCT?
HOW DO THEY
ACCESS YOUR
PRODUCT?

34. source: http://goo.gl/90W0Fk

36. source: https://goo.gl/HhgAXC

42. Unable to learn Expensive to build

44. » Explainer Video (eg. Dropbox)
» Concierge MVP (eg. Travolor)
» Landing Page
» Wizard of Oz (eg. Zappos)
» Raise funds from Customers (eg. through Kickstarter)
» Single Feature MVP

45. » Pen & Paper
» Benefit: Quick and easy to
change!
» Immediately testable!
source: http://goo.gl/JrpzOs

46. » On the Back of a Napkin
» Benefit: Starts a
discussion
» Immediate feedback!
source: http://goo.gl/W1QEjI

47. » Clickable
» Manual interaction
» Normally: Electronic
» Qualitative &
Quantitative feedback

53. source: http://goo.gl/Lrea

57. source: https://goo.gl/mDppmV

58. » Data & numbers
» Discover patterns
» Tells you WHAT, but not
WHY
» Easy to mistake correlation
for causation
» Observation &
Communication
» Deeper insight
» Tells you WHY
» Takes more time
QUANTITATIVE QUALITATIVE

59. » Introduce yourself and purpose of interview
» Ask permission (to interview, record, etc)
» Interview together with an observer (or record)
» One person at a time
» Ask open ended questions
» Don’t ask hypothetical questions
» Listen, listen, listen
» Liste, even if people go off topic
» Assume that everything you know is wrong
» DO NOT interpret
» DO NOT ask leading questions
Observer
Being
interviewed
Interviewer

63. In groups of three, choose one
of the apps on the right
Brainstorm what information you
need from your potential
customers and what you would
ask them to discover it
At least two questions for your
customer interview

64. YOUR
IDEA
HERE
Family
Photo
Sharing
App
Interactive
Travel
Guide App
Interactive
App For
Hikers
Decide who is going to be interviewer
and who observer
Interviewee movesto a different
group
2nd round: observerbecomes
interviewer, interviewee movesagain
Qualitativefeedbackon your
hypothesis

69. source: https://goo.gl/c8wGVL
:
» Likes / Followers
» Unique visitors
» Emails collected
» Number of downloads

70. active users / month
instead of
active users
% active users / month

72. vs
vs
vs
vs

73. source: https://goo.gl/xEAjH0

74. source: http://goo.gl/HCkvKA

75. source: http://goo.gl/kAwgYX

77. source: https://goo.gl/BqEYve

81. source: http://goo.gl/WknYCo

88. michael@arsagilis.com
@arsagilis
casmaron
linkedin.com/in/michaelchik
Slidesavailable@http://goo.gl/1tRpPa