Building Products with Empathy by DollarShaveClub Sr PM
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Product Management Event at #ProductCon LA about Building Products with Empathy by Senior Product Manager at DollarShaveClub, Loren Khulusi.
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Building Products with Empathy by DollarShaveClub Sr PM
- 1. www.productschool.com Building Products with Empathy By DollarShaveClub Senior Product Manager
- 2. FREE INVITE Join 23,000+ Product Managers on
- 3. COURSES Product Management Learn the skills you need to land a product manager job
- 4. COURSES Coding for Managers Build a website and gain the technical knowledge to lead software engineers
- 5. COURSES Data Analytics for Managers Learn the skills to understand web analytics, SQL and machine learning concepts
- 6. COURSES Digital Marketing for Managers Learn how to acquire more users and convert them into clients
- 7. COURSES Blockchain for Managers Learn how to trade cryptocurrencies and build products using the blockchain
- 8. Loren Khulusi Dollar Shave Club Senior Product Manager
- 10. Building an MVP
- 11. Illustration by Henrik Kniberg
- 13. Defining Empathy
- 14. (em·pa·thy) noun. The ability to understand and share the feelings of another.
- 15. Stakeholder Product Manager Squad
- 17. Our Process
- 18. Project Charter
- 19. Project Charter
- 20. Idea Generation
- 21. Effort and Value
- 22. Effort and Value
- 24. The Build
- 27. In Conclusion
- 28. Increase buy-in
- 30. Increase buy-in Increase ownership Decrease back-and-forth
- 31. Increase buy-in Increase ownership Decrease back-and-forth Successful MVP
- 32. Thank You
- 33. www.productschool.com Part-time Product Management, Coding, Data, Digital Marketing and Blockchain courses in San Francisco, Silicon Valley, New York, Santa Monica, Los Angeles, Austin, Boston, Boulder, Chicago, Denver, Orange County, Seattle, Bellevue, Toronto, London and Online
Hinweis der Redaktion
- Intro Share recent experience with a new building process: building with empathy First, let’s start with the MVP
- Often see diagrams like this with proper way to build Explain slide for those who haven’t seen it This is one good at determining functional build
- Different opinion on what’s required in MVP In additional to function, must be delightful AND usable to provide customer value At Dollar Shave Club, such a large part of our offering is tied to emotion and usability that it behooves us to build with these as necessary drivers of customer value on top of core functionality. We must be able to empathize with our customers in order build successful products. While good at the what, these diagrams don’t explain the how
- What does it mean to build with empathy? Let’s start with the basics: what is empathy?
- The ability to understand and share the feelings of another Must be empathetic to customer’s needs to provide product/feature that delivers value Argue that it goes further than the customer, but business and team as well
- Non-empathetic way How many times have you heard: “Why are we even doing this?” “Deadlines are purely arbitrary” “Make your engineers work faster”
- Empathetic way As a product manager, it is our job to act as a catalyst to inspire our teams, not to tell them what to do It is in building a product with empathy for the business, for the team, and for the customer that will lead success. So how can this be accomplished? Would like to share experience with a recent project.
- Wanted to try different approach: project charter
- Asked questions as a team: “Why are we doing this” “What does success look like” “What KPIs are driving this project” “What is the state of the current landscape” “What are the risks/dependencies”
- Stuck points on the wall Group members Some valuable takeaways: Engineers expressed concern with legacy code base Stakeholder could communicate why project and deadline were necessary Set and understand goals together as a team instead of trickling down from the top Crucial step in building empathy between parties
- Brainstorm on potential features Competitive market analysis Online user interviews
- Value / effort session Rapidly plotted ideas to get a gut check of value / effort from the team Longer discussion with trickier ideas Empathy was becoming more apparent Teams were engaging in meaningful conversation around user/business value and were mostly aligned
- Took the points from the value/effort session and began designing Three rounds of prototyping Playback sessions with the whole team + stakeholders Revising until a final plan was set
- Knowing what features were valuable to customers and effort estimates drove MVP MVP would deliver emotional value while being usable and provide the right functionality to be successful
- Fast forward, run into the inevitable: descoping Unfortunately not due to a lack of planning but resources and business priorities Historically, descoping was a matter of stripping away whatever couldn’t be built
- Silver lining This time conversations happened earlier Descoping was more mindful of keeping necessary features and functionality As of today, still working. It hasn’t been perfect but it’s been an improvement Excited to see how this feature will behave in the wild
- In my experience with this process I have seen that...
- Ultimately, we have yet to measure success I am confident Confident that planning and design was right process Confident we succeeded in fostering empathy in team and stakeholders os shipped product is better and more thoughtful Team demonstrated more drive and positivity I hope that in sharing my experience there are pieces that can be useful in your day to day or when building that next big project.