I gave this talk on How Product Management plus Design Leads to Product Success at Convey UX Boston.

3. Copyright © 2019 @danolsen

5. Copyright © 2019 @danolsen

8. My Background
Copyright © 2019 @danolsen
n Coding & Engineering, Submarine design
n Stanford MBA
n Product Management leader at Intuit & startups
n CEO & Cofounder, TechCrunch winner YourVersion
n Product consultant & trainer
n Founded Lean Product & Lean UX Silicon Valley in 2014
Twitter: @danolsen
My slides: https://dan-olsen.com

9. Market Requirements Doc (MRD)

11. Copyright © 2019 @danolsen
Discover Define Design Develop
Who is the customer?
What are their needs?
How will we meet their needs?
How will we be better?
What is our feature set?
Best solution approach?
User experience
Design details
Build it

12. Two Main Principles for
How PM & UX Should Work Together
n Explore different directions before you
commit to a single direction
“Diverge before you converge”
n Think about problems BEFORE you think
about solutions
Copyright © 2019 @danolsen

15. Problems

16. Problems

17. Problems Solutions

18. The Double Diamond
Problems Solutions

19. The Triple Diamond
Problems Features Designs

20. The 3 Phases of the Triple Diamond
Problems Features Designs
Discover Define Design

21. Secondary
Product Mgr
Designer
UX Researcher
Legend: Primary Tertiary

22. Secondary
Product Mgr
Designer
UX Researcher
Legend: Primary Tertiary

23. Secondary
Product Mgr
Designer
UX Researcher
Legend: Primary Tertiary

24. Secondary
Product Mgr
Designer
UX Researcher
Legend: Primary Tertiary

25. Secondary
Product Mgr
Designer
UX Researcher
Legend: Primary Tertiary

26. Secondary
Product Mgr
Designer
UX Researcher
Legend: Primary Tertiary

27. Secondary
Product Mgr
Designer
UX Researcher
Legend: Primary Tertiary

28. Secondary
Product Mgr
Designer
UX Researcher
Legend: Primary Tertiary

29. Russians: pencil
Space pen: $1 M R&D cost
Example
n Ability to write in space
(zero gravity)
Problem Space vs. Solution Space
Problem Space
n A customer problem, need
or benefit that the product
should address
n A well-written user story
Solution Space
n A specific
implementation to
address the customer
need or requirement
Copyright © 2019 @danolsen

30. Problem vs. Solution Space: Product Level
Problem Space
(user benefits)
Solution Space
(product)
TurboTax
TaxCut
Prepare
my taxes
Copyright © 2019 @danolsen

31. Problem vs. Solution Space: Product Level
Problem Space
(user benefits)
Solution Space
(product)
Prepare
my taxes
File my
taxes
Check my
taxes
Maximize my
deductions
Reduce my
audit risk
Copyright © 2019 @danolsen

33. Problem Space
Create Problem Space Definition
Copyright © 2019 @danolsen
Save time filing
taxes
Save time
preparing taxes
Maximize my
tax deductions
Check my
return
Reduce my
audit risk
Help me
prepare taxes
Empowerment/
Confidence
Save Time
Save Money

34. Converging in the Problem Space
n Importance vs. Satisfaction
n For each need, rate:
n How important is the need to our target user?
n How satisfied are users with how need is met?
n Target high importance, low satisfaction needs
n Value Proposition
n How will our product better meet these needs?
n Use Kano Model to classify benefits:
Must Haves, Performance, and Delighters
Copyright © 2019 @danolsen

35. TRANSITIONING TO
SOLUTION SPACE

36. Brainstorming Features For Each Benefit
Benefit
1
Benefit
2
Benefit
3
Customer Benefits:
1A 2A
3B
Feature Chunks:
1B 2B
3C
3A
1C
1D
2C
2D

37. Converging on Features
n Analyze Return on Investment (ROI) of each
feature idea
n Return: How much value will it create?
n Investment: What is cost? (developer time)
n ROI = Return Investment
n Product Roadmap
n Clustering & sequencing features over time
n In what order should features be released?
Copyright © 2019 @danolsen

38. Diverging on Designs
n For any given feature, there are a million of
different ways to design it
n Variations of:
n Conceptual design
n Information architecture
n Interaction design
n Visual Design
n Designers should help teams explore
n Divergent thinking and iteration
Copyright © 2019 @danolsen

39. Exploring designs helps team avoid
local maxima & find better solutions

40. PM & Design Collaboration Case Study:
MarketingReport.com
Copyright © 2019 @danolsen

41. MarketingReport.com Case Study
n My client (CEO) had a new product idea
n Team: me, CEO, VP marketing, UI designer
n Goals
n See if business opportunity exists
n Do so quickly and inexpensively (no coding)
n Marketing report would let consumers
control the direct mail that they receive
n Analogous to credit report
Copyright © 2019 @danolsen

42. Mapping Out Customer Benefits
Reduce
Junk Mail
Learn why I
receive the junk
mail I receive
Money
Saving
Offers
Compare
Yourself
to Others
Social
Networking
Marketing
Report
Marketing
Score
Marketing
Profile
Save
Trees
Marketing Shield
Concept
Marketing Saver
Concept
Copyright © 2019 @danolsen

44. Copyright © 2019 @danolsen

45. Learning from First Wave of User Tests
Reduce
Junk Mail
Learn why I
receive the junk
mail I receive
Money
Saving
Offers
Compare
Yourself
to Others
Social
Networking
Marketing
Report
Marketing
Score
Marketing
Profile
Save
Trees
Legend
Strong appeal
Low appeal
No appeal
Shield Concept Saver Concept
Copyright © 2019 @danolsen

46. Copyright © 2019 @danolsen

49. Please share your feedback on my talk!
Just hold up the camera on your phone
Or go to http://bit.ly/conveydan
You can reach me at:
@danolsen
dan-olsen.com
LinkedIn