From this presentation you will learn more about Product Culture

1. www.productschool.com
Product Culture with Property Finder VP
Product

2. Join 35,000+Product
Managers on
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opportunities
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3. C O U R S E S
Product
Management
Learn the skills you need to land a
Product Manager job

4. C O U R S E S
Coding
for Managers
Build a website and gain the
technical knowledge to lead software
engineers

5. C O U R S E S
Data Analytics
for Managers
Learn the skills to understand web
analytics, SQL and machine learning
concepts

6. C O U R S E S
Learn how to acquire more users and
convert them into clients
Digital Marketing
for Managers

7. C O U R S E S
UX Design
for Managers
Gain a deeper understanding of your users
and deliver an exceptional end-to-end
experience

8. C O U R S E S
For experienced Product Managers looking
to gain strategic skills needed for top
leadership roles
Product
Leadership

9. C O U R S E S
Corporate
Training
Level up your team’s Product
Management skills

10. Yi-Wei Ang
T O N I G H T ’ S S P E A K E R

11. About Me
● Lived in 8 cities
● Currently VP Product at Property Finder
● Past
○ Director of Product at TradeGecko
○ Lead Instructor of PM at General Assembly
○ PM at Microsoft
○ UX Researcher at IBM
● Passions are diving and photography

12. What does it take to build a great product?

13. Amongst many questions...
● What problem are we solving? Is it worth solving?
● Who are we solving this problem for?
● How will people discover our product?
● Will people pay for this product?
● What are competitors in the market doing? Who’s using them?
● Will customers understand our product?
Building a product is hard

14. From “Inspired: How to create products customers love” by Marty Cagan.
Four key risks:
● Value Risk
● Usability Risk
● Feasibility Risk
● Business Viability Risk
You need to start with #1 and #2!
Building great products is about risk mitigation

15. Building a product is never linear
Your good ideas, on first run, are almost never as good as you think they are!
How good an idea actually is… over time

16. Instead on focusing on solutions, spend time to
truly understand the problem

17. ● You can’t build a product alone
● You’re not the expert
● Metrics are not a purpose for the team to
rally behind
● We need to make problems relatable to
the people working on the problem
That’s how you get complete alignment!
Building a product requires everyone to work collaboratively

18. “I always say that, you know, if you hire people just because they can do a job, they’ll work for your
money, but if they believe what you believe, they’ll work for you with blood and sweat and tears.”
- Simon Sinek
First, start with why!

19. To consistently build great products, you need
to have a customer obsessed culture

20. Being the customer’s strongest advocate
+
Building a product that moves the business forward
Remember, this is your job!

21. How?

22. Everyone, get out of the building, boots on the ground!

23. Customer:
“I know that we’re a little different from other businesses because we’re a little more mature. I have to
process these 500 Amazon orders a day, and it’s not possible to do manually. I need to find a way to
pick multiple orders at once”
Everyone gets something different out of the interaction

24. What everyone learns
Engineer
“500 orders a day - can we handle that scale if we gain another 2000 of
these customers?”
Designer “We need to design a bulk workflow for these types of customers”
PMM “We should think about tiering our pricing based on volume of orders”
Data Analyst “We should find out how common this is for our customer base”

25. How do other companies do it?
Lightspeed POS Amazon

26. 1. Customer Hypothesis
2. Problem Hypothesis
3. Solution Hypothesis
Test all of these three, one at a time!
Building a strong Experimentation Mindset

27. No shortcut, customer development is key.
● Frequent interactions and iterations with
potential customers
● “There are no facts inside the building so
get out!” (Steve Blank)
Who’s your customer?

28. 1. Talk about their life instead of your idea
2. Ask about specifics in the past instead of
generics or opinions about the future
3. Talk less and listen more
Learning about customer problems

29. Open ended questions
● Are you an engineer?
● What do you do for a living?
Avoid Bias
● “Would it be really great if you could order petrol from your app and get it delivered to your
home?”
● “In the last month, how many times have you left the petrol station before getting petrol because
of the queue?”
Avoid hypotheticals
● How many times would you use this app to order petrol?
● How many times did you visit the petrol station last month?
Crafting the right question is half the battle

30. ● Can you validate how much pain
they have today?
● Which segments felt more pain
than others?
● Is your solution 10x better than
their current solution?
● Can they afford your solution?
Can they make the decision?
Customer Risk
Credit: Intercom

31. Test early and often:
1. Low-Fidelity Prototypes
2. Wizard-of-Oz simulations
3. Videos
Note down your key assumptions -
validate them!
Validating your solution

32. Feature → Risk → Assumption → Success Metric
Do this for each of your features!
Prioritize your tests by which assumptions are the riskiest,
then design a test around it.
What is your RAT?

33. Data is your friend - it gives you a window into how people use your product.
● Who’s actively using your product?
● What are we successfully solving for them?
● What are things that they don’t use? Why?
● Where are people dropping off in the funnel? Why?
Remember, qualitative data is also data.
Use data to tell the story

34. In conclusion...

35. ● You’re mitigating the key product risks - value and usability
● You can align the team and get the team excited about building the product
● The team is more likely to build the right product in the right way
Put customers at the heart of your work ensures that:

36. Thank you!

37. www.productschool.com
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Marketing, UX Design, Product Leadership courses and Corporate
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