Weitere ähnliche Inhalte Ähnlich wie The Lean Product Playbook with Dan Olsen (20) Mehr von Product School (20) Kürzlich hochgeladen (20) The Lean Product Playbook with Dan Olsen12. That’s Why I Wrote
■ Book giveaway on Twitter
■ Tweet: include @danolsen
■ Hashtags
#leanstartup
#prodmgmt
#productcon
Copyright © 2018 @danolsen
15. The Lean Product Process
1. Determine your target customer
2. Identify underserved customer needs
3. Define your value proposition
4. Specify your MVP feature set
5. Create your MVP prototype
6. Test your MVP with customers
Copyright © 2018 @danolsen
16. Transportation within 100 miles of my home
Soccer Mom Speed Demon
Carry kids & gear
Safety
Fuel economy
Go fast
Looks cool
Makes me look cool
Target Customer Has Distinct Needs
High-level need
Target Customer
Detailed needs
Ideal Product
Soccer Mom Speed Demon
17. The Lean Product Process
1. Determine your target customer
2. Identify underserved customer needs
3. Define your value proposition
4. Specify your MVP feature set
5. Create your MVP prototype
6. Test your MVP with customers
Copyright © 2018 @danolsen
18. Russians: pencil
Space pen: $1 M R&D cost
Example
■ Ability to write in space
(zero gravity)
Problem Space vs. Solution Space
Problem Space
■ A customer problem, need
or benefit that the product
should address
■ A product requirement
Solution Space
■ A specific
implementation to
address the customer
need or requirement
Copyright © 2018 @danolsen
19. Problem vs. Solution Space: Product Level
Problem Space
(user benefits)
Solution Space
(product)
TurboTax
TaxCut
Pen and
paper
Prepare
my taxes
Copyright © 2018 @danolsen
20. 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 © 2018 @danolsen
22. Prioritizing Needs: Importance vs.
SatisfactionImportanceofUserNeed
User Satisfaction with Current Alternatives
Competitive
Market
Low High
Low
High
Not Worth Going After
Copyright © 2018 @danolsen
23. Prioritizing Needs: Importance vs.
SatisfactionImportanceofUserNeed
User Satisfaction with Current Alternatives
Low High
Low
High
Copyright © 2018 @danolsen
24. Prioritizing Needs: Importance vs.
SatisfactionImportanceofUserNeed
User Satisfaction with Current Alternatives
Competitive
Market
Low High
Low
High
Not Worth Going After
Copyright © 2018 @danolsen
25. Prioritizing Needs: Importance vs.
SatisfactionImportanceofUserNeed
User Satisfaction with Current Alternatives
Competitive
Market
Opportunity
Low High
Low
High
Not Worth Going After
Copyright © 2018 @danolsen
26. Prioritizing Needs: Importance vs.
SatisfactionImportanceofUserNeed
User Satisfaction with Current Alternatives
Low High
Low
High
Copyright © 2018 @danolsen
27. Users Rated 13 Key Features in a Survey
Recommended reading:
“What Customers Want” by Anthony Ulwick
Great
Copyright © 2018 @danolsen
Bad
28. The Lean Product Process
1. Determine your target customer
2. Identify underserved customer needs
3. Define your value proposition
4. Specify your MVP feature set
5. Create your MVP prototype
6. Test your MVP with customers
Copyright © 2018 @danolsen
29. Kano Model: User Needs & Satisfaction
Need
not met
Need
fully met
Copyright © 2018 @danolsen
30. Kano Model: User Needs & Satisfaction
User Satisfaction
User Dissatisfaction
Need
not met
Need
fully met
Copyright © 2018 @danolsen
31. Kano Model: User Needs & Satisfaction
User Satisfaction
User Dissatisfaction
Performance
(more is better)
Delighter (wow)
Need
not met
Need
fully met
Must Have
Copyright © 2018 @danolsen
32. Kano Model: User Needs & Satisfaction
User Satisfaction
User Dissatisfaction
Performance
(more is better)
Delighter (wow)
Need
not met
Need
fully met
Must Have
Needs & features
migrate over time
Copyright © 2018 @danolsen
33. What is Your Value Proposition?
■ Which user benefits are you providing?
■ How are you better than competitors?
Must Have Benefit 1
Performance Benefit 1
Performance Benefit 2
Performance Benefit 3
Delighter Benefit 1
Delighter Benefit 2
Copyright © 2018 @danolsen
34. What is Your Value Proposition?
■ Which user benefits are you providing?
■ How are you better than competitors?
Competitor A Competitor B You
Must Have Benefit 1
Performance Benefit 1
Performance Benefit 2
Performance Benefit 3
Delighter Benefit 1
Delighter Benefit 2
Copyright © 2018 @danolsen
35. What is Your Value Proposition?
■ Which user benefits are you providing?
■ How are you better than competitors?
Competitor A Competitor B You
Must Have Benefit 1 Y Y
Performance Benefit 1 High Low
Performance Benefit 2 Low High
Performance Benefit 3 Med Med
Delighter Benefit 1 Y -
Delighter Benefit 2 - -
Copyright © 2018 @danolsen
36. What is Your Value Proposition?
■ Which user benefits are you providing?
■ How are you better than competitors?
Competitor A Competitor B You
Must Have Benefit 1 Y Y Y
Performance Benefit 1 High Low Med
Performance Benefit 2 Low High Low
Performance Benefit 3 Med Med High
Delighter Benefit 1 Y - -
Delighter Benefit 2 - - Y
Copyright © 2018 @danolsen
38. Instagram Value Prop
Other Photo
Sharing Apps Instagram
Must Haves
Let me share my photos Y Y
Performance benefits
Post my photos quickly Low High
Delighters
Make my photos look good
(filters, square aspect ratio)
N Y
Copyright © 2018 @danolsen
43. Uber’s Value Prop
Copyright © 2018 @danolsen
Customer Benefit
Performance benefits
Let me quickly get a ride (faster)
Save me money (cheaper)
Give me a nice experience (nicer)
Make me feel safe (safer)
44. Uber’s Value Prop
Copyright © 2018 @danolsen
Customer Benefit Taxis Car Services Uber
Performance benefits
Let me quickly get a ride (faster)
Save me money (cheaper)
Give me a nice experience (nicer)
Make me feel safe (safer)
45. Uber’s Value Prop
Copyright © 2018 @danolsen
Customer Benefit Taxis Car Services Uber
Performance benefits
Let me quickly get a ride (faster) Med Low
Save me money (cheaper) High Low
Give me a nice experience (nicer) Low High
Make me feel safe (safer) Low-Med High
46. Uber’s Value Prop
Copyright © 2018 @danolsen
Customer Benefit Taxis Car Services Uber
Performance benefits
Let me quickly get a ride (faster) Med Low
Save me money (cheaper) High Low
Give me a nice experience (nicer) Low High
Make me feel safe (safer) Low-Med High
47. Uber’s Value Prop
Copyright © 2018 @danolsen
Customer Benefit Taxis Car Services Uber
Performance benefits
Let me quickly get a ride (faster) Med Low High
Save me money (cheaper) High Low Med
Give me a nice experience (nicer) Low High High
Make me feel safe (safer) Low-Med High High
48. Uber’s Value Prop
Customer Benefit Taxis Car Services Uber
Must Haves
Take me where I want to go Y Y Y
Performance benefits
Let me quickly get a ride (faster) Med Low High
Save me money (cheaper) High Low Med
Give me a nice experience (nicer) Low High High
Make me feel safe (safer) Low-Med High High
Delighters
I can book without having to call N N Y
I can see where the car is N N Y
49. Summary
■ Peel the onion to:
■ Determine your target customer
■ Identify their customer needs
■ Define the problem space
■ Identify underserved needs by using
importance and satisfaction
■ Define your value proposition using the
Kano Model
Copyright © 2018 @danolsen
51. Product Management Consulting
I’ve been helping tech
companies for
9 years at VP/CPO level
I’ve expanded my PM
consulting team:
■ Senior PM level
■ Director of PM level
■ Senior Director of PM
Questions?
@danolsen
dan-olsen.com
meetup.com/lean-product
I’ll ping winners on Twitter
Happy to connect LinkedIn
Copyright © 2018 @danolsen
52. www.productschool.com
Part-time Product Management, Coding, Data, Digital
Marketing and Blockchain courses in San Francisco, Silicon
Valley, New York, Santa Monica, Los Angeles, Austin, Boston,
Boulder, Chicago, Denver, Orange County, Seattle, Bellevue,
Toronto, London and Online