Agile & Data Driven Product
Development
by Hadikusuma Wahab @dhiku
Startupbisnis x Codepolitan Webinar

Hadikusuma Wahab
@dhiku
VP Product at KMK Online
Business Process & Intelligence Manager
Java Engineer
liputan6.com, vidio.com, bintang.com, bola.com
Emtek Tbk, Danone, Coca-Cola Amatil
TelkomSigma
Education Background
MBA & Computer Science

Principles & Practices
Join us!
http://www.kmklabs.com/careers

Requirement!
Mandatory to form a dedicated team member with
clear roles and responsibilities
Product Manager
Data Analyst

Why? Digital Product Never Ends.
Once launched, it should be analysed and driven by users and metrics
http://www.slideshare.net/intelleto/rapid-product-design-using-lean-ux-methods-tradecraft-may-2014/26-FULL_TRACK_RAPID_PRODUCT_DESIGN

The Formula Guide

Understand your users

Lean AgileUser Experience
http://www.slideshare.net/intelleto/designing-with-lean-ux-rapid-product-design-ux-lisbon-2014
+

Define your target users
1. Picture a portrait of your
customer
2. Write some facts demographic,
be specific
3. Brainstorm their behaviour, how
are they solving problem now?
4. Validate! could enough people
like this exist? if not re-do your
work
http://www.slideshare.net/intelleto/rapid-product-design-using-lean-ux-methods-tradecraft-may-2014/26-FULL_TRACK_RAPID_PRODUCT_DESIGN

Unique Value Propositions
• Imagine it’s time to launch your product. What is the first
announcing tweet you will send out?
• Writing that can help the team focus their strategy in 140
characters… or less.
https://developers.google.com/design-sprint/downloads/DesignSprintMethods.pdf

Envision the uses
Determine if it’s a tier 1 problem or not!

Define your business canvas
1
https://leanstack.com/lean-canvas/

2
Define your business canvas
https://leanstack.com/lean-canvas/

3
Define your business canvas
https://leanstack.com/lean-canvas/

Define your business canvas

Prioritise features

More features + More use cases = Good Product

Prioritise your features list
This is the MVP!

MVP Minimum Viable Product

Prioritisation becomes more critical after launch

Business development is important
Lets raise some money
Hiring first product manager
http://iamnotaprogrammer.com/what-does-a-product-manager-do.html

Prioritise through a roadmap
Define the theme for next 3 months
Breakdown roadmap into concrete release markers

http://www.slideshare.net/proyectalis

Rarely say yes to feature
requests
• Does it fit your vision?
• Will it improve, complement or
innovate on the existing workflow?
• Does it grow the business?
• Will it generate new meaningful
engagement?
Prioritisation tips
Three buckets of features
• Metrics movers
• Customer requests
• Innovation ideas

Ship product

Prototype first
• Design sprints are a framework to
solve and test design problems in 2-5
days
• Adapted by Google UX teams, Google
Ventures and Google X
• The sprint gives teams a shortcut to
learning without building and launching
• Ensure the design is simple enough for
your audience

Design Sprint
https://developers.google.com/design-sprint/downloads/DesignSprintMethods.pdf

Diverge methods
Decide methods
8 ideas in 5 min
Share storyboard on the
whiteboard, do voting on best
ideas, decide what to
prototype
1 big ideas in 5 min 1 storyboard in 5 min
Prototype and validate methods
Create a real-looking version of storyboard and show it to users tomorrow.
https://developers.google.com/design-sprint/downloads/DesignSprintMethods.pdf

Usability testing
+

Usability testing
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Measure & optimise

Measure what matters
• Define metrics you want to track and start collecting data from your app
• Put event tracking and evaluate features usage
• Have experiments with A/B testing
• Do funnel analysis on key features, check retention users
• Set focused team and commit on KPI Dashboard
• Do retrospective every month
+ +

Define metrics

Define metrics

Event tracking to measure features
Free & Easy Solution
Built-in custom analysis
Event tracking with custom dimensions
Analytics Infrastructure as Services
All data in one place
Track almost everything
Inhouse made Analytics
All data in one place
Track everything you want

Map your features
Key features: always make it quantifiably
better for those who use it.
Only small part of users use it: Increase the
adoption rate to get more people to use it.
Lots of users use it but not often: Increase
the frequency to get people to use it more often.
Kill it: admit defeat, and start to remove it from
your product.
qualitative survey and in-site analytics
http://www.slideshare.net/MaximeBraud/road-to-a-great-product-methods-tools-and-hacks/23-Map_your_features_into_4

Experiment with A/B Testing
• We do at least 1-2 experiments per week
• Web platform with Google Analytics Experiment,
Mobile apps with Apptimize
• Some experiments
• Compare related article algorithm
• Compare call to action to subscribe newsletter
• Compare front page layout 1 column vs 2 column
• etc

Funnel analysis

Funnel analysis

User retention
dummy data i.e mix panel, google analytics

KPI Dashboard
Sample Dashboard by Geckoboard

Information Radiator
Image Credit: Luxr Lean UX Metrics

Focused team
KMK Labs Focused Team
1.Vidio player team
2.Recommendation team
3.Web team
4.Mobile apps team
1.Consumption team
2.Search team
3.Web team
4.Mobile apps team

Your users
Measure & optimise
Prioritise features
Remember, formula guide
Ship product

Tools to make life easier
• Manage task list, workflowy, evernote
• Wireframe and prototype, lucidchart, invision, moqups
• Track development status, pivotal tracker, asana
• User feedback, uservoice, survey monkey, intercom
• Analytics, google analytics, mixpanel, appsflyer, optimizely

Thank you!