The document summarizes a presentation on building effective products. It stresses the importance of understanding user needs, defining solutions to address root problems, and communicating the value of products. It provides tips on using personas and journey mapping to understand users, getting early feedback through prototypes, and establishing a clear value proposition with a hero shot, pitch, and pillars before building products. The presenter emphasizes assuming users have no documentation and focusing on the core user journey to build the right solutions from the start.

1. June 3-5, 2014 | Berlin, Germany

3. Building the Right Thing
Sherif Mansour, Principle Product Manager, Atlassian

4. Understand the
problem
Define the
solution
Tell your
story

5. Define the
solution
Tell your
story
Understand the
problem

8. The Homer

9. !
public class William extends Persona
{
private static final String jobTitle = "..."
...

12. 1
Focus
roadmap &
dev
2
Create
better
experiences
3
Improve
marketing
Modelled from interviews

13. 1
Focus
roadmap &
dev

14. 2
Create
better
experiences

15. 3
Improve
marketing

16. http://bit.ly/ADG-Personas

17. Do you really
understand why?

18. NO ONE USES
REPORTS
MANY BUGS CONFUSING UI DIDN’T KNOW
why?
MORE
TESTING
BROWSER
SUPPORT
NO DEFAULT
VALUES
NO HELP
NEVER
ANNOUNCED
CLARIFY UI

19. MORE
TESTING
BROWSER
SUPPORT
NO DEFAULT
VALUES
NO HELP
NEVER
ANNOUNCED
CLARIFY UI
Now Later Not worth it

20. Personas
Try them. Start interviewing.
Ask “Why?”
Find root of the problem before you get
started.

21. Understand the
problem
Define the
solution
Tell your
story

22. Define the
solution
Tell your
story
Understand the
problem

23. • Body Level One!
• Body Level One!
• Body Level Two!
• Body Level Two!
• Body Level One!
• Body Level Two
Insert title here

24. BEFORE
AFTER Spaces People Calendar CreateSpaces

25. Choose carefully.

26. FRICTIONFRICTION
your awesome feature

27. Journey Mapping

30. <plugin-­‐info>
...
<param
name="post.install.url">/admin/calendar/postinstall.action</param>
...
</plugin-­‐info>
atlassian-plugin.xml | https://developer.atlassian.com/x/fwAN

31. https://developer.atlassian.com/x/nIDg

32. Draw the journey.

34. fake it
till you
make it

36. http://developer.atlassian.com/design

39. fake it
till you
make it

40. SAVE
$$$
fake it
till you
make it
SAVE
TIME
RIGHT
THING

41. Choose carefully
Beware of the “domino effect”.
Get the journey right
Map out how someone “enters” and “exists” the
feature.
Get feedback before you start
Fake to validate you are building the right thing.
START

42. `
Understand the
problem
Define the
solution
Tell your
story

43. `
Understand the
problem
Define the
solution
Tell your
story

48. Hero shot
One-line
pitch
Three
Pillars

49. Hero shot
One-line pitch
Three pillars
Build your box

50. What if I didn’t
have any
documentation?

52. 5 months
20,000unique visitors

53. 20,000
5,000,000+Confluence users

54. Assume you
don’t have
release notes
Even if you’ve got a
flashy video of a
good looking guy!

57. Build your box
Hero shot, pitch and three pillars. Before you
start.
Assume no docs
It changes how you build your solution.

58. `
Understand the
problem
Define the
solution
Tell your
story

59. Understand the
problem
Define the
solution
Tell your
story
`

60. Thank you
@sherifmansour!
sherif@atlassian.com