This is Session 2 in a four-session series, covering product management basics, and developed for students at xlab, Tsinghua University. This session focuses on product design.
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Product Management for Mobile Startup, Session 2
1. Product Management @ Mobile
Internet Start-up
Yue Zhuge
Co-Founder/CEO Ivy Gallery
March 20, 2014
Session 2
3/20/2014 Yue Zhuge 1
2. A Four-session Series for Students at
xlab, Tsinghua University
Session 1:
• Product management basics and skills
Session 2:
• From customer needs to quality product: requirements
and design
Session 3:
• Project management and execution
Session 4:
• Product management at a start-up company
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3. Four Major Product Functions
Product
Specification
User
Understanding
Market
Understanding
Product Design
3/20/2014 Yue Zhuge 3
8. Product Function Example
• Why valuable?
– Auto-grouping from multiple sources saves time for
organizing large amount of photos
– It groups images naturally according to daily events
just like user would have done it manually
• Why usable?
– Auto-grouping needs no user actions
– User can later label auto-grouped events
• Why feasible?
– Can provide seamless experience within 5 sec of start
time with ≤50k photos on the cloud
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9. Spell out the Function in Details
• You may use a list of sentences start with “the
user should be able to …” to spell out all the
user facing changes due to this function
• Be aware of the impact to existing features
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10. Function Detail Example: Search
• The user should be able to search photos
according to its labeling information
– Date, location, event name, photo meta-data
• The search results will show up as a shrinking
list with thumbnails while the user type
• The user should be able to jump the photo
location in the dashboard from the search
result
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11. Develop Multiple Functions for
Product Releases
Follow a
theme, or
Complete a
user story
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• MVP (Minimum Viable Product) to start with
• Then, each release
12. You do not Want a Headline Like This
“Citibank Releases Major App Update v6.0, and
It’s a Mixed Bag”
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13. What’s in a Release Note
• Fab v6.4:
– Added the ability to view videos
– Added ability to see product full-screen
• Tango v 3.5.7
– Comment on friend’s photos
– Re-share pictures from the Newsfeed
• Prismatic v2.1
– Save stories to read later
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14. Four Major Product Functions
Product Design
User
Understanding
Market
Understanding
Product
Specification
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15. Design Tools for PM
Wireframe
• Illustrate the
structure and
components
Mockup
• Draft visual
design to
illustrate the
effect
Prototype
• Semi-
functional
product that
demonstrates
the major
functions and
flow
3/20/2014 Yue Zhuge 15
27. Simple User Study
Select a partner
Find an app on your
phone that is okay to
see by your
partner, but unfamiliar
to him.
• Login if needed.
Let him play with the
app for five minutes
• You cannot help him with
anything
• Observe without
interruption even if you
think he is making
mistakes
Answer the following
questions
• What is the first button he
pressed?
• How long did it take him
to spot the most
important function in your
mind?
• Is there a good function
that he did not discover?
• Did he make any mistakes?
• Was he confused at some
point?
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28. Data Analysis Example: People’s Action
in Edit Mode
3/20/2014 Yue Zhuge 28
Delete Redo Move
to
Share
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