Same Same But Different

COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL
SAME SAME
BUT DIFFERENT
CAMBRIDGE USABILITY GROUP, APRIL 2016
@JOCKBU
JOCK BUSUTTIL
PRODUCT PEOPLE LIMITED

same same but different
Seems similar, but different in some ways.
Common phrase in Thailand.
As in:
“Is this a genuine Rolex?”
“Yes – same same but different.”
@JOCKBU

ABOUT JOCK
@JOCKBU
Freelance head of product, Product People
Over 15 years’ experience in technology companies
Writer, speaker and mentor on product management
Author of The Practitioner’s Guide to Product Management
productpeo.pl ● imanageproducts.uk ● @jockbu

#1 DEFINING PRODUCT
MANAGEMENT
#2 UX AND PM
#3 ASK ME ANYTHING
@JOCKBU

DEFINING
PRODUCT
MANAGEMENT#
@JOCKBU

WHAT IS A PRODUCT?
@JOCKBU

A PRODUCT...
... SOLVES
USER PROBLEMS
... ADDRESSES
USER NEEDS
@JOCKBU
... HELPS THE USER TO
ACHIEVE A GOAL
... IS THE MEANS,
NOT THE END

WHAT IS PRODUCT
MANAGEMENT?
@JOCKBU

The job of the product
manager is to identify the
minimal possible product
that meets the objectives –
valuable, usable and
feasible – while
minimising time to market
and user complexity.
Photo: Mind The Product
MARTY CAGAN
AUTHOR OF INSPIRED

I’ve always defined
product management as
the intersection between
business, technology and
user experience.
MARTIN ERIKSSON
CO-FOUNDER, MIND THE PRODUCT Photo: Mind The Product

UX
TECH
BUSINESS
Credit: Martin Eriksson / Mind The Product
PRODUCT MANAGERS
ARE HERE

People typically come to
product management
from another discipline.
@JOCKBU

UX
TECH
BUSINESS
LATIN
ANCIENT GREEK

WHAT DOES A
PRODUCT MANAGER DO?
@JOCKBU

ALIGNMENT Photo: Cpl Graham Taylor (RAF) / MoD

UX
TECH
BUSINESS
COMPETING NEEDS
NEEDS ARE NOT
ALWAYS ALIGNED
PEOPLE WILL PULL IN
DIFFERENT DIRECTIONS
@JOCKBU

THE IMPORTANCE OF VISION
(NO VISION)
@JOCKBU
PRODUCT MANAGERS ALIGN EVERYONE
TO A SHARED PRODUCT VISION

DIVIDED THINKING
@JOCKBU
SHORT TERM LONG TERM
FINE DETAIL BIG PICTURE
CREATIVE ANALYTICAL

A PRODUCT MANAGER…
… discovers real user needs through research and validation;
… balances user needs with business and technology needs;
… guides and aligns a team of specialists to create a product to
meet those needs.
Credit: Marvel Studios

REALITY CHECK
@JOCKBU

COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
Credit: Jock Busuttil

Photo: Michelle Bates CC BY-SA 4.0

UX AND PM
#
@JOCKBU

We have more in common
than might first appear.
@JOCKBU

PEOPLE DON’T GET WHAT WE DO
@JOCKBU

What do you mean, “UX design’s more
than just usability testing”?

http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux
PERPETUAL IDENTITY CRISIS
@JOCKBU

URGE TO FILL THE GAPS
@JOCKBU

PM UX
@JOCKBU

SO WHO DOES WHAT?
@JOCKBU

WHAT ARE THE
USER NEEDS?
SHOULD WE
BUILD A PRODUCT
AT ALL?
WHICH USER NEEDS
WILL THE PRODUCT
ADDRESS & WHY?
WHAT WILL
‘FINISHED’ AND
‘SUCCESS’ LOOK
LIKE?
HOW DOES
CONTEXT
INFORM OUR
APPROACH?
HOW SHOULD THE
PRODUCT ADDRESS
THE USER NEEDS?
HOW WILL THE
EXPERIENCE BE
DELIGHTFUL?
PM UX

USER
NEEDS
WHAT &
WHY
METRICS
HOWPM UX

ANTI-PATTERN:
“NOT IN MY JOB
DESCRIPTION,
GUV’NOR”
@JOCKBU

ROLES MUST EVOLVE
@JOCKBU
Not this:
My role is “vegetable preparer”
– I only chop vegetables.
I refuse to prepare tomatoes as
they are fruit and therefore not
in my role description.

Some tasks are better as
team sports
e.g. user research
@JOCKBU

Delivery is the responsibility
of the team
Benefit from the wisdom of crowds
@JOCKBU

Use multi-skilled team
members to your advantage
“My primary role is X, but I’m also quite good at Y
and Z if you need a hand”
@JOCKBU

ANTI-PATTERN:
JUST BECAUSE YOU CAN,
DOESN’T ALWAYS MEAN
YOU SHOULD
@JOCKBU

BETTER:
SPECIALIST AS EXEMPLAR OF
BEST PRACTICE
@JOCKBU

OUR SIMILARITIES
@JOCKBU

SEEMINGLY
PERPETUAL
IDENTITY CRISIS
REGULARLY MISTAKEN
FOR PRACTITIONER OF
ANOTHER DISCIPLINE
AGREES THAT VENN
DIAGRAMS ARE AN
OVERUSED VISUAL
DEVICE
PM UX

ASK ME
ANYTHING
#
@JOCKBU

THANKS!
INTERIM PRODUCT MANAGEMENT
WWW: productpeo.pl
BLOG: imanageproducts.uk
@jockbu bit.ly/jockbook

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