Product Discovery General Assembly Jan 10 2012

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Kevin Wang

Technology Business

Kevin Wang

VP, Product Marketing at
SecondMarket

Early employee, helped
define PM and PMM functions

Tweet me:
@sevin514

Email me:
kwang@secondmarket.com

Etc:
about.me/sevin

Product Discovery is
a customer-centric
approach to figuring
out what to build

Will help you
answer the most
IMPORTANT
product question…

Are you building something
that people need?

Are you building something
that people can use?

Are you building something
that people will use?

Are you building something
that people will pay for?

Are you building something
that people will love?

What is the
BIGGEST
mistake you
can make
when building product?

Ugly design
Poor response time
Not integrating social
Not monetizing early

Those things are all VERY
important and may lead to
failure

BUT there’s one thing that
trumps them all

BUT there’s one thing that
trumps them all

YOU’RE FIRED!!

BTW,
talking to customers
≠
asking what they
want

Customer interaction
is at the

of Product Discovery

“Just-in-time” delivery of
requirements, coding, then rushing
features out the door…

with no evidence that features help
the business…

Use a
PRODUCT
DISCOVERY
process to get to

MVP

Smallest possible
product that is
valuable

Smallest possible
product that is
valuable, usable

Smallest possible
product that is
valuable, usable
and feasible

Product
Discovery = MVP
as fast as possible

Product
Discovery = MVP
as fast as
possible, as cheap
as possible

Get supporting evidence that the
solution will move KPIs

Make changes/pivots based on
learnings

BOOM GOES
THE
DYNAMITE!!

Identify major usability issues
before launch

Won’t guarantee homeruns, but will
prevent strikeouts!

• Repository for all ideas we
Roadmap think will move the KPIs

• These ideas get validated in
Discovery

• Prioritized by what we want
to put through discovery first

• This is where the
magic happens!
Roadmap • Identify solution
that is valuable,
Discovery usable and feasible
• As fast as possible
• As small as possible
• 80% of the time for (MVP)
PM and UX
• 20% for Lead Eng

• Items that have gone
through Discovery and we
want to move ahead with
• “Fully baked” items
Roadmap
• A couple of iterations
worth of stuff
Discovery
• Does not have stuff we’ll
never get to
• Bugs, small features still go Backlog

here
• All about execution!

Roadmap
Discovery

Backlog

Push it live!

Product Manager maintains
Roadmap in JIRA

<sidenote>

Recruit testers from existing
customers, new users and
“Customer Development
Program”

</sidenote>

When we are confident we
have a bunch of people that
will use/buy it…

write “fully baked” tickets and
put into backlog…

Ask yourself:

Who did you talk to?
What have you learned?

Ask yourself:

Who did you talk to?
What have you learned?
Are they responding?

Ask yourself:

Who did you talk to?
What have you learned?
Are they responding?
Potential pivots?

Ask yourself:

Who did you talk to?
What have you learned?
Are they responding?
Potential pivots?
Can we get to MVP in 2
weeks?

Test your ideas and
validate
assumptions with
users

Talk to users, talk to
users, talk to
users…

Your job is to figure
out what is
valuable, usable
and feasible

THANKS!
kwang@secondmarket.com
@sevin514
www.slideshare.net/sevin514

We’re hiring!
www.secondmarket.com/careers

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Product Discovery General Assembly Jan 10 2012

1. PRODUCT DISCOVERY Kevin Wang January 2012

2. WHO AM I?

3. WHO AM I? (I don’t mean existentially…)

4. Kevin Wang VP, Product Marketing at SecondMarket Early employee, helped define PM and PMM functions Tweet me: @sevin514 Email me: kwang@secondmarket.com Etc: about.me/sevin

6. Product Discovery is a customer-centric approach to figuring out what to build

8. 1 WHY? 2 WHAT? 3 HOW?

9. 1 WHY DO DISCOVERY?

10. Will help you answer the most IMPORTANT product question…

11. Are you building something that people need?

12. Are you building something that people can use?

13. Are you building something that people will use?

14. Are you building something that people will pay for?

15. Are you building something that people will love?

16. Are you building something that people will love

17. love

18. This is what it looks like when you are

19.

20.

21.

22. What is the BIGGEST mistake you can make when building product?

23. Ugly design Poor response time Not integrating social Not monetizing early

24. Ugly design Poor response time Not integrating social Not monetizing early

25. Ugly design Poor response time Not integrating social Not monetizing early

26. Ugly design Poor response time Not integrating social Not monetizing early

27. Ugly design Poor response time Not integrating social Not monetizing early

28. Those things are all VERY important

29. Those things are all VERY important and may lead to failure

30. BUT there’s one thing that trumps them all

31. BUT there’s one thing that trumps them all

32. BUT there’s one thing that trumps them all YOU’RE FIRED!!

33. Not talking to CUSTOMERS!!

34. BTW, talking to customers ≠ asking what they want

35. Find their pain points

36. Customer interaction is at the of Product Discovery

37. We were suffering from…

38. “Just-in-time” delivery of requirements, coding, then rushing features out the door…

39. Which led to feature chasing…

40. with no evidence that features help the business…

41. Use a PRODUCT DISCOVERY process to get to MVP

42. Minimum Viable Product

43. Smallest possible product that is

44. Smallest possible product that is valuable

45. Smallest possible product that is valuable, usable

46. Smallest possible product that is valuable, usable and feasible

47. Product Discovery = MVP as fast as possible

48. Product Discovery = MVP as fast as possible, as cheap as possible

49. Build it and they will come

50. Build it and they will come

51. Think like a SCIENTIST!

52. Get supporting evidence that the solution will move KPIs

53. Make changes/pivots based on learnings

54. Make changes/pivots based on learnings BOOM GOES THE DYNAMITE!!

55. Identify major usability issues before launch

56. Won’t guarantee homeruns, but will prevent strikeouts!

57. Find Product/Market Fit!!!

58. 2 OUR DISCOVERY PROCESS

59. Roadmap Discovery Backlog

60. • Repository for all ideas we Roadmap think will move the KPIs • These ideas get validated in Discovery • Prioritized by what we want to put through discovery first

61. • This is where the magic happens! Roadmap • Identify solution that is valuable, Discovery usable and feasible • As fast as possible • As small as possible • 80% of the time for (MVP) PM and UX • 20% for Lead Eng

62. • Items that have gone through Discovery and we want to move ahead with • “Fully baked” items Roadmap • A couple of iterations worth of stuff Discovery • Does not have stuff we’ll never get to • Bugs, small features still go Backlog here • All about execution!

63. Roadmap Discovery Backlog Push it live!

64. Roadmap Discovery Backlog Measure!

65. 3 HOW WE DO PRODUCT DISCOVERY

66. Product Manager maintains Roadmap in JIRA

67. Build prototypes and test with users

68.

69.

70. <sidenote> Recruit testers from existing customers, new users and “Customer Development Program” </sidenote>

71. Measur e

72. Qualitative & Quantitative

73.

74.