In this presentation, Filipi Neves, shares his insights and tips on driving decisions based on customer experience and data analysis of the product. Filipi gives some tips for the product management process, as well as explaining how to drive better product decisions.

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Tips for Product Management
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8. Filipi Neves
TONIGHT’S SPEAKER

9. TIPS FOR PRODUCT MANAGEMENT

10. WHO AM I?

11. WORK
● 7 years working with Product
Management
● Product Coordinator –Rapiddo
● Musician –Banda Hasta Martes
EDUCATION
● Marketing and Advertising –ESAMC
Campinas
● MBA Business Administration–FGV
Campinas
● Stanford Ignite Program –Stanford
University | Califórnia, EUA
FILIPI NEVES

12. MY TIPS FOR PRODUCT
MANAGEMENT

13. SET OBJECTIVES
● “If you tell people where to go, but not how to get there, you’ll be amazed
at the results” — George S. Patton. –U.S. Army General
● “Solutions may come and go based on the situation in the field, but the
objectives stay the same.” — Itamar Gilad–Former PM at Google

14. S.M.A.R.T. OBJECTIVES
● Specific
● Measurable
● Achievable
● Relevant
● Time bound

15. LOVE YOUR USERS
● Get to know your users
● Understand BUX (Bad User
Experience) vs. BBE (Bad Buyer
Experience)
● Focus on the “first-mile” experience
● Customer Journey Mapping

16. CUSTOMER JOURNEY MAP

17. ● What’s the problem?
● Why you have to solve it?
● Focus on real problems, not the ones
you create.
FOCUS ON WHAT AND WHY (NOT ON HOW)

19. ● Be comfortable communicating with different type
of people
● “Share the learnings with the team. People can help
you with different solutions.” –Mark Hull, Director
of Product Management at Facebook
● Invest your time in the relationship with people
you work with
● Understand that different people has different
filters
INVEST IN RELATIONSHIPS

20. ● People may have different
interpretations of the same scene
based on their filters.
● To understand the behavior, you
must understand the filters
(empathy)
● Understand the context you’re in
FILTERS

21. ● It’s ok to make decisions
● Understand (the objective), identify
(the problems) and execute (the
plan)
● Take decisions early and always to
keep improving
BE DECISIVE (BUT ALSO FLEXIBLE)

22. JEFF BEZOS - DECISION FRAMEWORK
The first thing is to divide decisions into two types:
1) The definitive or almost irreversible, which must be taken carefully;
E.g.: The acquisition of a startup. It is a process that requires, "methodical, careful, slow,
deliberate and deliberate evaluations.”
2) The most common placements.
E.g.: A test for a product. Although it is an important choice, there is room for testing.
And, in case you are wrong, you can always go back and adjust what you need.

23. ● If someone wants you to do
something, ask why
● If you’re not sure, say NO
● It’s important to make the people
you said NO understand why you
said it
EMBRACE "NO"

24. ● Take a time to investigate things
● Be curious about the industry
● Be curious about what people around
you do
● "Nobody knows everything”
REALLY BE CURIOUS

25. PRODUCT LOOP

26. BE STRONG
● Things will be difficult
● You’re going to be wrong
● But you have to keep strong

27. THANK YOU

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