What Every Product Manager Needs to Know about UX by Glen Lipka at SVPMA Monthly Event January 2012 Go to link below for notes from this event http://svpma.org/2012/02/january-2012-event/

1. Product Management
and
User Experience
Everything you need to know
Glen Lipka
http://commadot.com

2. @glenlipka
http://commadot.com
Glen Lipka
 Marketo
 VP, User Experience
 First hired employee
 Sole Product Manager / Product Designer for 2 years
 Interim VP, Product Management & UX
 Intuit
 One year of bureaucracy
 Koko Interactive
 1995-2002

3. We’re
Hiring!
 Features
 Easy workflow designer
 Landing page / form / email WYSIWYG editors
 Easy segmentation tools
 Analytics
 Full bidirectional CRM sync
 Known for
 One of the fastest growing startups in Silicon Valley
 Great User Experience

4. Design is Decisions:

5. The Product Manager
is the CEO of the Product

6. The Inmates are Running the Asylum

7. What about
the UX
designer?

11. What should UX be
responsible for?

15. Glen’s UX Designer Definition

17. Designer
Product Manager
But am I a
Good
Product
Designer?

18.  Product Management
 Roadmap
 Competitive Analysis
 Business Cases
 Prioritization
 MRDs
 PRDs
 Go to Market
 Partnerships
 Internal Training
 Backlog
 Ultimate Responsibility

19. UX Designers
What should write
should the PRDs!
UX Do?

20. UX Designers at Marketo
 Sit with engineers
 Are detail oriented
 Are responsible for the PRDs
 Iterate / Collaborate on ALL details with
 Engineering
 Product Management
 Marketing
 Customers

21. Key question:

22.  Overview
 Vision statement  Packaging
 Rough Timeline  How this relates to existing products
 Priority  Pricing
 Sold separately? Dependencies?
 Competitive Landscape
 Research (analysts)
 Competitor Name
 Features  Go to Market Strategy
 Screenshots  Marketing narrative
 Pricing  Product marketing plan
 Strengths/Weaknesses  Internal education plan
 Reviews  External education plan
 Customer Quotes  Event/Tradeshow dependencies
 Interview List (people who used  Related Features
competitive product) – with photos
 History (Log new features or changes  Research
in business dynamics)  Interview List (prospects, friendlies,
 Other notables analysts, etc) – with photos
 Other research

23. Design Driven PRDs

24. QuickJump… Admin | Logged in as: Demo User | Logout
My Marketo Marketing Activities Design Studio Lead Database Analytics
Free Trial Scenario Budget Schedule Flow Campaign Log Smart List
Campaign Menu Run Flow test Drag Items to Create Smart List
Smart List Rules
Smart List
Triggers
Define who is part of this campaign
• Fills out form
• Visits Page
• Opens Email
• Clicks on Email
• Registers for Event
• Data Value Changes
Filters
Drag action from the left User History
• Filled Out Form
• Visited Page
• Opened Email
Important. This will help • Clicked on Email
users understand the
inline editing paradigm • Was sent email
• Field Changed
Auto-save ON Personal Attributes
Last Saved: Aug 12, 12:42pm Done
Company Attributes

25. Salesforce Campaign Sync
Campaign: Create New SFDC Campaign
None Name information
Pre-populate with Name: not displayed if pre-
Create NewWebinar
Big Launch SFDC Campaign
Program Name existing campaign
Start Date: Rock The Revenue selected
Marketo Masters
End Date
Pre-populate dates Campaign Planned Read only fields if
with Event date if set Status: selecting a pre-
Description: existing campaign
• Planned
• In Progress
• Completed
• Aborted This will Replace SFDC campaign member status with
progression status
Mark required fields in SFDC as
This will skip SFDC campaign flow actions. Learn More required in Modal as well
Display all required fields
from sFDC side in addition
to these ones. Save Cancel
• Only active SFDC campaigns display
• If multiple campaigns with the same name: show the ID in parens after. (ONLY for this scenario)
• Can’t pick a SFDC Campaign already sync’d with a different program
• Campaigns with existing SYNC relationships CAN show up in the list, but can not be saved. The purpose is to show them
the name of the program that is already sync’d. Use Status of Already used by Program Name. (as a link)

26. Show all leads who qualify
for smart list
Big Finance Rules
Not available in Member
List Actions of Smart Lists
Segmentations
Filters allowed:
Industry 1) Lead attributes
Health 2) Company attributes
Big Finance 3) Member of Program, Member of
Smart Campaign, Member of List
Small Finance
4) Has Opportunity
Government 5) Salesforce filters
Nice to have:
On approval,
1) Formula fields
“Industry
Segment=Big
Not allowed:
Finance” for all leads
Lead history filters
in smart list (apply
priority)

27. Wait Until with Tokens
• Wait Until with Tokens
– Tokens upgraded to take “modify” parameter
– Either inline like below or same thing in the My Tokens tab.
– Optional UI: My Tokens to add parameter in edit modal of token
– Examples:
• {{my.ReminderDate:modify=+2bd}} //business days
• {{lead.SignUpDate:modify=+6m}}
• {{system.Date:modify=+1y}}
1. Wait Until
Wait: {{my.ReminderDate:modify=+2bd}}

28. Structure matters

29. The Pixel Pushers
CEO
Head of
CMO
Products
Product
Engineering Marketing
Management
Graphic
Design

30. The Assistants
CEO
Head of
CMO
Products
Product
Engineering Marketing
Management
Usability

31. The Standards People
CEO
Head of
CIO CMO
Products
Product
UX Design Engineering Marketing
Management

32. Ideal Structure
CEO
Head of
CMO
Products
Product
UX Design Engineering Marketing
Management

33. Summary

34. User Experience 101

37. Which is better?

38. User
Blocker
Goal

39. 3 Travelers

42. Like you… Love You

43. Consistency is Better

44. Illustration by http://headrush.typepad.com/

46. Thank You
 @glenlipka
 http://commadot.com