Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

What Does a Product Manager Do (And Not Do)? - Working Products Conference 2019

662 Aufrufe

Veröffentlicht am

Talk from Working Products Conference 2019 in Hamburg to product managers describing what are the role and responsibilities of a product manager

Veröffentlicht in: Leadership & Management
  • Login to see the comments

What Does a Product Manager Do (And Not Do)? - Working Products Conference 2019

  1. 1. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT DOES A PRODUCT MANAGER DO (AND NOT DO)? WORKING PRODUCTS CONFERENCE, HAMBURG 2019 @JOCKBU JOCK BUSUTTIL PRODUCT PEOPLE LIMITED
  2. 2. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL ABOUT JOCK @JOCKBU Freelance head of product Writer, speaker, mentor and trainer Author of The Practitioner’s Guide To Product Management amzn.to/2tnHacR
  3. 3. INTERIM PRODUCT MANAGEMENT MENTORING, COACHING & TRAINING WWW: productpeo.pl BLOG: imanageproducts.uk @jockbu
  4. 4. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL SOME QUESTIONS FOR YOU @JOCKBU
  5. 5. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT IS A PRODUCT? @JOCKBU
  6. 6. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
  7. 7. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU To have a great mortgage rate? To have affordable monthly capital repayments?
  8. 8. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU OR: To allow people to save money on rent? To live closer to work? To have space to start a family?
  9. 9. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL A PRODUCT... ... SOLVES USER PROBLEMS ... ADDRESSES USER NEEDS @JOCKBU ... HELPS THE USER TO ACHIEVE A GOAL ... IS THE MEANS NOT THE END
  10. 10. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU DIGITAL PHYSICAL PERSONAL SERVICE WHAT YOU BUILD COMPLEMENTARY, NEEDED ELEMENTS WHOLE PRODUCT CORE PRODUCT
  11. 11. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT IS PRODUCT MANAGEMENT? @JOCKBU
  12. 12. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU amzn.to/2lol98D amzn.to/2tnHacR amzn.to/2CsRwdK
  13. 13. 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. MARTY CAGAN AUTHOR OF INSPIRED Photo: Mind The Product
  14. 14. 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
  15. 15. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU UX TECH BUSINESS Source: Martin Eriksson / Mind The Product YOU ARE HERE
  16. 16. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Source: Martin Eriksson / Mind The Product UX TECH BUSINESS
  17. 17. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU UX TECH BUSINESS Source: The Practitioner’s Guide To Product Management LATIN ANCIENT GREEK
  18. 18. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT DOES A PRODUCT MANAGER DO? @JOCKBU
  19. 19. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL DIVERSE TECHNICAL SKILLS @JOCKBU Credit: I Manage Products – How to measure product manager performance
  20. 20. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL DIVERSE ‘SOFT’ SKILLS @JOCKBU Credit: I Manage Products – How to measure product manager performance EMPATHY COMMUNICATION
  21. 21. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL T-SHAPED (OR π-SHAPED) PERSON @JOCKBU “My background is in this area, but I’m familiar with all these other things” GENERALIST SPECIALIST
  22. 22. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL COLLABORATING WITH A TEAM OF SPECIALISTS @JOCKBU
  23. 23. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU USER NEEDS BUSINESS NEEDS
  24. 24. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT DOES A PRODUCT MANAGER NOT DO? @JOCKBU
  25. 25. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not a project manager @JOCKBU
  26. 26. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not a programme manager either @JOCKBU
  27. 27. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not ‘just’ a product owner (Scrum role) @JOCKBU
  28. 28. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not the ‘tweak the website’ person @JOCKBU
  29. 29. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not ‘sales support’ @JOCKBU
  30. 30. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not chief QA tester @JOCKBU
  31. 31. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not ‘tech support’ @JOCKBU
  32. 32. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not the spreadsheet wrangler @JOCKBU
  33. 33. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Not a replacement for absent specialists @JOCKBU
  34. 34. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHY DO WE NEED PRODUCT MANAGEMENT? @JOCKBU
  35. 35. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU USER NEEDS EVOLVE
  36. 36. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Think about... @JOCKBU
  37. 37. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL PRODUCTS THAT ANNOYED YOU @JOCKBU Source: GrumpyCats.com
  38. 38. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL PRODUCTS THAT DELIGHTED YOU @JOCKBU Source: Warner Brothers Studios
  39. 39. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Attention to detail Solving your problems before you even know you had them Truly understanding your needs Treating you like a human
  40. 40. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL USERS ALWAYS HAVE A CHOICE @JOCKBU Source: Warner Bros. Studios
  41. 41. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT MAKES A GOOD PRODUCT MANAGER? @JOCKBU
  42. 42. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL EGO @JOCKBU
  43. 43. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Guesses & assumptions Solution before problem Will lead to failure (usually) @JOCKBU
  44. 44. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Everything is an experiment @JOCKBU
  45. 45. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Data / user research shows that: Users don’t like typing passwords on their mobile phone So if we try: Sending an email with a one-time login button And measure: Time to log in on mobile User stress levels while logging in We should see this change: >75% reduction in login time Significant drop in stress levels
  46. 46. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL 10% tech @JOCKBU 90% people
  47. 47. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Team and stakeholder needs are not always aligned with user needs @JOCKBU
  48. 48. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL A PRODUCT MANAGER ALIGNS THE TEAM @JOCKBU
  49. 49. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU NO VISION EVERYONE ALIGNED TO A SHARED PRODUCT VISION
  50. 50. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL DIVIDED THINKING @JOCKBU SHORT TERM LONG TERM FINE DETAIL BIG PICTURE CREATIVE ANALYTICAL
  51. 51. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL However @JOCKBU
  52. 52. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Product management can also be challenging @JOCKBU
  53. 53. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Credit: Jock Busuttil
  54. 54. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Photo: Michelle Bates CC BY-SA 4.0
  55. 55. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL ETHICAL PRODUCT MANAGEMENT @JOCKBU Photo credit: Google
  56. 56. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Consider how your product could be misused or abused @JOCKBU
  57. 57. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Just because you can create a product doesn’t mean you should @JOCKBU
  58. 58. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Do no harm @JOCKBU
  59. 59. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL RECAP @JOCKBU
  60. 60. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL A product manager is at the centre of UX, the organisation and technology @JOCKBU
  61. 61. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL A product manager is a generalist who collaborates with specialists @JOCKBU
  62. 62. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL A good product manager considers the ethics of their product @JOCKBU
  63. 63. THANKS! INTERIM PRODUCT MANAGEMENT, COACHING AND TRAINING WWW: productpeo.pl BLOG: imanageproducts.uk @jockbu amzn.to/2tnHacR
  64. 64. QUESTIONS? INTERIM PRODUCT MANAGEMENT, COACHING AND TRAINING WWW: productpeo.pl BLOG: imanageproducts.uk @jockbu amzn.to/2tnHacR

×