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www.productschool.com
How to Best Research Your Problem
Area & Product by fmr eBay PM
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Product Managers on
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opportunities
Job Portal
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CERTIFICATES
Your Product Management Certificate Path
Product Leadership
Certificate™
Full Stack Product
Management Certificate™
Product Management
Certificate™
20 HOURS40 HOURS40 HOURS
Corporate
Training
Level up your team’s Product
Management skills
Alex Meyers
T O N I G H T ’ S S P E A K E R
● Formerly a PM at eBay, currently a PM at Compass
● Product manager since 2013
● Built 3 startups (so far)
● Code for fun
● Love tech, product, entrepreneurship, being social &
fitness
More about me
● User Research
● Stakeholder Research
● Competitive Analysis
● Product Analytics
Topics to cover
User Research
User research focuses on understanding
user behaviors, needs, and motivations
through observation techniques, task
analysis, and other feedback
methodologies..
--usability.gov
User Research
● Personas
● Jobs to be Done
● 6Ws
● Personas vs. JTBD
Identify potential personas
[Personas] create reliable and realistic
representations of your key audience
segments for reference.
--usability.gov
Personas
Personas cont’d
Effective personas:
● Represent a major user group for your website
● Express and focus on the major needs and
expectations of the most important user
groups
● Give a clear picture of the user's expectations
and how they're likely to use the site
● Aid in uncovering universal features and
functionality
● Describe real people with backgrounds, goals,
and values
--usability.gov
A Job to be Done is the process a
consumer goes through whenever she
aims to change her existing life-situation
into a preferred one, but cannot because
there are constraints that stop her.
--jtdb.info
Job to be Done
● Who the user is
● What the user is doing
● When the user does this thing
● Where the user does this thing
● Why the user does this thing
● How the user does this thing
6Ws
Know the user
Personas vs. JTBD vs. 6Ws
● Start by forming hypotheses
● Gather people from:
○ Your user database
○ Competing products
○ Complementary products
Find and talk to people
● Benefit of creating a starting point
● Risk of false data
Forming hypotheses
● Who uses the product
● Who doesn’t use the product
● How he/she uses the product
Your User Database
● Users of Direct Competitors
● Internal Complementary Products
○ eBay Seller Hub and My eBay
● External Complementary Products
○ eBay Seller Hub and FedEx fulfillment
Competing vs. Complementary Products
● Surveys
● Interviews
● Quantitative user research
● Qualitative user research
Understanding the nuances
Stakeholder Research
● Internal
● External
● Direct stakeholders
● Indirect stakeholders
Identify stakeholders
● Legal
● Sales
● Marketing
● Support
● Operations
● Partner product and engineering teams
Internal stakeholders
● Contractors
● Clients of a service
External stakeholders
● Business partner vs. Operations team
● eBay Category Pages Example
Direct vs. Indirect stakeholders
● Effects on workflows
● Sales Example
● Qualitative assessment
Understand stakeholder impact
● Experience with products
● Domain knowledge
● Different perspectives
Gather stakeholder expertise
Competitive Analysis
● High overlap in problem & solution
● Compass CRM vs. Contactually vs.
Salesforce Example
● Facilitate workflows
● Gaps in offerings
Direct competitors
● Different product, meets similar
consumer need
● Compass CRM vs. Google Sheets vs.
iPhone Notes Example
● Break existing mental model
Indirect competitors
● Micro-problems
● Beats Music App Onboarding Example
● Understand the repeatable pattern
Well designed products
● Broken patterns
● Snapchat Redesign Example
● Understand the research gap
Poorly designed products
Product Analytics
● Success Metrics
● Failure Metrics
● Secondary Metrics
● Countermetrics
Current product usage
● Baseline data set
● Comparison data set
● eBay Listing Page Example
Similar product usage
● Entry points
● Exit points
● Product engagement
● eBay Category Page Example
User funnels
● Qualitative & Quantitative data
● Broad & Deep understanding
● Direct & Indirect research
● Understanding the problem leads to better products
In conclusion
El Fin
● Website: www.alexjmeyers.com
● Email: yo@alexjmeyers.com
● LinkedIn: https://www.linkedin.com/in/alexjmeyers/
● Visit my current project: www.mywrkouts.com (myworkouts without the first “o”)
Contact
www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training

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How to Best Research Your Problem Area & Product by fmr eBay PM

  • 1. www.productschool.com How to Best Research Your Problem Area & Product by fmr eBay PM
  • 2. Join 40,000+ Product Managers on Free Resources Discover great job opportunities Job Portal prdct.school/PSJobPortalprdct.school/events-slack
  • 3. CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™ 20 HOURS40 HOURS40 HOURS
  • 4. Corporate Training Level up your team’s Product Management skills
  • 5. Alex Meyers T O N I G H T ’ S S P E A K E R
  • 6. ● Formerly a PM at eBay, currently a PM at Compass ● Product manager since 2013 ● Built 3 startups (so far) ● Code for fun ● Love tech, product, entrepreneurship, being social & fitness More about me
  • 7. ● User Research ● Stakeholder Research ● Competitive Analysis ● Product Analytics Topics to cover
  • 9. User research focuses on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies.. --usability.gov User Research
  • 10. ● Personas ● Jobs to be Done ● 6Ws ● Personas vs. JTBD Identify potential personas
  • 11. [Personas] create reliable and realistic representations of your key audience segments for reference. --usability.gov Personas
  • 12. Personas cont’d Effective personas: ● Represent a major user group for your website ● Express and focus on the major needs and expectations of the most important user groups ● Give a clear picture of the user's expectations and how they're likely to use the site ● Aid in uncovering universal features and functionality ● Describe real people with backgrounds, goals, and values --usability.gov
  • 13. A Job to be Done is the process a consumer goes through whenever she aims to change her existing life-situation into a preferred one, but cannot because there are constraints that stop her. --jtdb.info Job to be Done
  • 14. ● Who the user is ● What the user is doing ● When the user does this thing ● Where the user does this thing ● Why the user does this thing ● How the user does this thing 6Ws
  • 15. Know the user Personas vs. JTBD vs. 6Ws
  • 16. ● Start by forming hypotheses ● Gather people from: ○ Your user database ○ Competing products ○ Complementary products Find and talk to people
  • 17. ● Benefit of creating a starting point ● Risk of false data Forming hypotheses
  • 18. ● Who uses the product ● Who doesn’t use the product ● How he/she uses the product Your User Database
  • 19. ● Users of Direct Competitors ● Internal Complementary Products ○ eBay Seller Hub and My eBay ● External Complementary Products ○ eBay Seller Hub and FedEx fulfillment Competing vs. Complementary Products
  • 20. ● Surveys ● Interviews ● Quantitative user research ● Qualitative user research Understanding the nuances
  • 22. ● Internal ● External ● Direct stakeholders ● Indirect stakeholders Identify stakeholders
  • 23. ● Legal ● Sales ● Marketing ● Support ● Operations ● Partner product and engineering teams Internal stakeholders
  • 24. ● Contractors ● Clients of a service External stakeholders
  • 25. ● Business partner vs. Operations team ● eBay Category Pages Example Direct vs. Indirect stakeholders
  • 26. ● Effects on workflows ● Sales Example ● Qualitative assessment Understand stakeholder impact
  • 27. ● Experience with products ● Domain knowledge ● Different perspectives Gather stakeholder expertise
  • 29. ● High overlap in problem & solution ● Compass CRM vs. Contactually vs. Salesforce Example ● Facilitate workflows ● Gaps in offerings Direct competitors
  • 30. ● Different product, meets similar consumer need ● Compass CRM vs. Google Sheets vs. iPhone Notes Example ● Break existing mental model Indirect competitors
  • 31. ● Micro-problems ● Beats Music App Onboarding Example ● Understand the repeatable pattern Well designed products
  • 32. ● Broken patterns ● Snapchat Redesign Example ● Understand the research gap Poorly designed products
  • 34. ● Success Metrics ● Failure Metrics ● Secondary Metrics ● Countermetrics Current product usage
  • 35. ● Baseline data set ● Comparison data set ● eBay Listing Page Example Similar product usage
  • 36. ● Entry points ● Exit points ● Product engagement ● eBay Category Page Example User funnels
  • 37. ● Qualitative & Quantitative data ● Broad & Deep understanding ● Direct & Indirect research ● Understanding the problem leads to better products In conclusion
  • 39. ● Website: www.alexjmeyers.com ● Email: yo@alexjmeyers.com ● LinkedIn: https://www.linkedin.com/in/alexjmeyers/ ● Visit my current project: www.mywrkouts.com (myworkouts without the first “o”) Contact
  • 40. www.productschool.com Part-time Product Management Training Courses and Corporate Training

Hinweis der Redaktion

  1. If you’re interested to connect with other Product Managers, aspiring PMs, or those within tech, join our Slack community of over 40,000 professionals. It’s a great place to network and to find interesting content. We host a weekly AMA through our Slack channel on Tuesdays from 11:15am - 12pm PST. We have also recently launched the Job Portal where you can find the latest Product Management opportunities! As members of the Product School community, we'd like to provide you with these resources at your disposal.
  2. Product School’s Product Management Certificate Path comprises of 3 part-time courses for professionals with strong technical or business background who want to further explore Product Management at software-based companies. During Product Management Training you will first learn Product Management fundamentals to understand the software product lifecycle and what it takes to successfully transition into a product management role. You’ll then be trained to retrieve data, understand its value and make impactful decisions with SQL, data visualization and Tableau. Learn to understand your users to deliver exceptional UX/UI design and develop a robust digital marketing plan. During the Full Stack Product Management Training, you will deep dive into the technical knowledge to enhance your ability to work with agile teams. Finally, Product Leadership Training will elevate your product knowledge to become an effective Product Leader. You'll do an in-depth analysis on how to implement best PM practices on a strategic level to significantly impact your company’s portfolio and revenue. Learn the soft skills to manage product teams and manage stakeholders to deliver performing products.
  3. As well as individual courses we provide corporate training across the world! If you’d like to upskill your product team this is the best option for you. We have trained employees from multiple companies such as Deloitte, Salesforce, JP Morgan, Bank of America amongst many other companies across all industries.
  4. Tonight's talk is “ [TITLE] ” with [NAME]. Welcome, [NAME].
  5. Feel free to speak with me and I can point you in the right direction (explain where to apply). Or you can visit www.productschool.com Have a good night!