kolko 2014 03 product
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Design as Product StrategyBringing design thinking to product managementto create products people love
Jon Kolko
Director, Austin Center for Design
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Where do
great new productscome from?
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Is it vision?
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As a company, we certainly have a
vision of where the product is going.
We generally have a North Starthat we are all headed towards...
Joe GebbiaChief Product Officer, AirBNB
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Is itprocess?
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There arent a lot of examples of
people who have gone through the
whole process: how do you take a
product, turn it into a startup, turn itinto a company, turn it into an
organization?
At the speed at which startups grow,
that process is very fragile.
Alex Rainert
Head of Product, foursquare
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Is it just hard work?
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Ive been doing this, essentially by
myself, for seven years and two months.
I love what I do. I get to watch sports
all day and talk about math. I wentfour years without making a single
dollar, without a single customer.
Mark PhillipCEO, Are You Watching This?!
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product management
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Kevin Cheng
CEO, IncredibleLabs
Josh Elman
Partner, Greylock
Leland Rechis
Head of Product,Kickstarter
Joe Gebbia
Chief Product Officer,Airbnb
Preston Smalley
Executive Directorof Product, Comcast
Frank LymanChief Product Officer,MyEdu
Maya BaratzHead of New Products,ABC News
Mark PhillipCEO, Are YouWatching This?!
Alex RainertHead of Product,foursquare
Gary ChouFormer GM, UnionSquare Ventures
Network
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Establishvision
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Establishvision
Driveconsensus
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Establishvision
Driveconsensus
Shipproduct
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Establishvision
Driveconsensus
Shipproduct
product
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Establishvision
Driveconsensus
Shipproduct
?
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BehavioralInsight
Product/MarketFit
1
2
3
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Product/MarketFit
1
2
3
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Product/MarketFit
BroadTechnological
/ PoliticalInfrastructure
2
3
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Product/MarketFit
BroadTechnological
/ PoliticalInfrastructure
SocialPrecedence
3
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Product/MarketFit
BroadTechnological
/ PoliticalInfrastructure
SocialPrecedence
Opportunityfor
Engagement
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Product/MarketFit
BroadTechnological
/ PoliticalInfrastructure
Social
PrecedenceOpportunity
forEngagement
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BehavioralInsight
1
2
3
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BehavioralInsight
Value
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3
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BehavioralInsight
Value
Identity
3
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BehavioralInsight
Value
Identity
Provocation
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BehavioralInsight
Value
Identity
Provocation
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BehavioralInsight
Product/MarketFit
ProductManagement
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BehavioralInsight
Product/MarketFit
Marketing
Design
Engineering
ProductManagement
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Design
ProductManagement
Engineering
Marketing
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Design
ProductManagement
Engineering
Marketing
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Design
Engineering
Marketing
ProductManagement
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Where is the trend towards
design-led productcoming from?
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1/
Aesthetics
How does it look?
How does it feel?
Is it consistent with our brand?
2/
Usability
Is it easy to use?
Is it easy to learn?
Do I make errors?
3/
Information & Flow
Can I find my way?
Is it extensible?
Is it well structured?
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Design is tactical
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Design is tactical
1/
InnovationIs it new?
Is it exciting?
Does it have the
potential to disrupt?
2/
PositioningIs it competitive?
Is it differentiated?
Is there a market
opportunity?
3/
EngagementIs it desirable?
Is it systemic?
Does it reflect cultural
aspirations?
4/
ValueIs there demand?
Can we create demand?
What are the revenue
opportunities?
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Design is tactical
Design is strategic
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Design is tactical
Design is strategic
How can I bridge this gap?
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Design is tactical
Design is strategic
Product Management
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What are the qualities of a
good product manager?
Y d t ll l
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You need to sell, engage, learn,
and listen, and get the whole
team excited to go do it. You need
to be a good storyteller. Great
product managers can tell a storyabout a user, what he is doing in
his life today, and what he would
be able to do in the future if we
just got him the right product.
Josh ElmanPartner, Greylock
Y d t ll l
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You need to sell, engage, learn,
and listen, and get the whole
team excited to go do it. You need
to be a good storyteller. Great
product managers can tell a storyabout a user, what he is doing in
his life today, and what he would
be able to do in the future if we
just got him the right product.
Josh ElmanPartner, Greylock
1
Ability to tell stories
about an optimistic future
I t ggl b t ti l
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I toggle between my rational
brain that says, Heres what the
competition is doing, heres what
the data says the customers
want, and my emotional feelingsthat this will have impact.No
one has said they want this, no
one has done it before, but Im
looking at it and I think it will
have impact.Frank LymanChief Product Officer, MyEdu
I toggle between my rational
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I toggle between my rational
brain that says, Heres what the
competition is doing, heres what
the data says the customers
want, and my emotional feelingsthat this will have impact.No
one has said they want this, no
one has done it before, but Im
looking at it and I think it will
have impact.Frank LymanChief Product Officer, MyEdu
2
Ability to make sense of signals
from people and the market
I think its important to practice
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I think its important to practice
making people talkative. Its
about having the ability to have
people open up. You have to be
able to listen really well. Dontworry about being exciting.
Instead, ask a lot of questions.
Be interested, not interesting.
Mark Phillip
CEO, Are You Watching This?!
I think its important to practice
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I think its important to practice
making people talkative. Its
about having the ability to havepeople open up. You have to be
able to listen really well. Dontworry about being exciting.
Instead, ask a lot of questions.
Be interested, not interesting.
Mark Phillip
CEO, Are You Watching This?!
3
A passion for listening and
learning about people
Can we teach someone to care?
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Can we teach someone to care?
Thats much more of a function of
how someone was raised; whattheir values are, what their
beliefs are.Its about if you arecurious enough. Curiosity will
lead you to your next insight. Its
this what if, or what does the
data show.
Gary ChouFormer GM, Union Square Ventures Network
Can we teach someone to care?
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Can we teach someone to care?
Thats much more of a function of
how someone was raised; whattheir values are, what their
beliefs are.Its about if you arecurious enough. Curiosity will
lead you to your next insight. Its
this what if, or what does the
data show.
Gary ChouFormer GM, Union Square Ventures Network
4
Curiosity about other disciplines
For better or for worse product
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For better or for worse, product
is the discipline that sits at the
hub of the wheel. You need peoplethat can work with designers,
work with engineers, work withmarketing, work with biz-dev. But
at the same time, you deal with
the challenges of all of those
different areas.
Alex RainertHead of Product, foursquare
For better or for worse product
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For better or for worse, product
is the discipline that sits at the
hub of the wheel. You need peoplethat can work with designers,
work with engineers, work withmarketing, work with biz-dev. But
at the same time, you deal with
the challenges of all of those
different areas.
Alex RainertHead of Product, foursquare
5
Affable the ability to work with others
and drive consensus
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1
Ability to tell storiesabout an optimistic future
2
Ability to make sense of signalsfrom people and the market
3
A passion for listening and learning about people
4
Curiosity about other disciplines
5
Affable the ability to work with othersand drive consensus
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So what does a
product manager actuallydo?
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Establish
vision
Driveconsensus
Shipproduct
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Establish
vision
Driveconsensus
Shipproduct
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Succeed in
college
Tell their
story
Get
a job
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Contextual ResearchSynthesis & Sensemaking
Behavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
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Contextual ResearchSynthesis & Sensemaking
Behavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
Goals
To build an understanding of the
process, workflow, vocabulary, andcultural context
To gain empathy with the people youare hoping to serve
To identify opportunity for innovation
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Your resume is like your life - it is your golden ticket to
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Your resume is like your life it is your golden ticket tothe chocolate factory. I like to put customer service
and management things and stuff like that on myresume.
Everyone has a business degree these days, so Illalways be able to get a job. I found out about theinternational business major from a guy at The Gap.
I didn't even know what it was. I Googled it, and itsounded better than just regular business, so I justchose that. My life decisions are based on stupid
things.Samantha, 21 year old international business major
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[Students say] I could do anything Ithink I could do this, I think I could do
that. You couldnt say something worse toa recruiter dont apply to 5 of my jobs,
because you arent going to getany of them.
Meg, Recruiter
C l R h G l
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Contextual ResearchSynthesis & Sensemaking
Behavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
Goals
To build an understanding of the
process, workflow, vocabulary, andcultural context
To gain empathy with the people youare hoping to serve
To identify opportunity for innovation
Method
Identify a research focus
Identify participants
Watch the participants as they work,live, and play
Observe real behavior
C l R h G l
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Contextual ResearchSynthesis & Sensemaking
Behavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
Goals
To make sense of chaotic, qualitative
research data
To find patterns and anomalies, andto look at the world in new ways
To act as a procedural stepping-stonebetween research and insight
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Contextual Research Goals
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Contextual ResearchSynthesis & Sensemaking
Behavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
Goals
To make sense of chaotic, qualitative
research data
To find patterns and anomalies, andto look at the world in new ways
To act as a procedural stepping-stonebetween research and insight
Method
Transcribe all of the research data
Explode the data, blending
utterances across participants
Identify groupings, and makeobservations about them
Identify anomalies
Contextual Research Goals
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Contextual ResearchSynthesis & Sensemaking
Behavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
Goals
To formalize the big rocks that
provoke new innovate ideas
To make inferential leaps about whypeople do the things they do
To make obvious the specific goalfor driving behavior-change
STUDENT INSIGHT
d hi k h hEMPLOYER INSIGHT
i k
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Students think they have anidea of what employers wantin a candidate, but they areoften wrong.
Your resume is like your life - it is yourgolden ticket to the chocolate factory.
Samantha, international business major
Emphasize bullets on a resume,rather than exhibit skills throughartifacts (portfolio)
Think they should have a broad-but-shallow set of abilities, rather thana depth of competency in one area
Typically apply for any and every job
Recruiters make snapjudgments, directly impactinga candidates chances ofsuccess.
Dont apply to 5 of my jobs, becauseyou arent going to get any of them.
Meg, Recruiter
Form an opinion of a candidate inseconds based on a single data point
Are looking for specific skills, andevidence of competency in that skill
Create a mental narrative of what acandidate can do, based on how thestudent presents themselves
STUDENT INSIGHT
S d hi k h hEMPLOYER INSIGHT
i k
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Students think they have anidea of what employers wantin a candidate, but they areoften wrong.
Recruiters make snapjudgments, directly impactinga candidates chances ofsuccess.
These are insights:
provocative statements about
human behavior, framed asuniversal truths.
Contextual Research Goals
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Contextual ResearchSynthesis & Sensemaking
Behavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
Goals
To formalize the big rocks that
provoke new innovate ideas
To make inferential leaps about whypeople do the things they do
To make obvious the specific goalfor driving behavior-change
Method
Ask Why about the utterances andobservational groups, and forceyourself to answer (even if you dont
know for sure)
Make an inferential leap
Frame the statement as a universaltruth (even though its biased)
Contextual Research Goals
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Contextual ResearchSynthesis & SensemakingBehavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
Goals
To formalize a new product or service
trajectory based on insights
To identify the utility and emotionalresonance you hope to provide
To create a North Star or vision foreveryone to align around
Its important to beviewed as having a
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STUDENT INSIGHT
Students think they have anidea of what employers wantin a candidate, but they areoften wrong.
EMPLOYER INSIGHT
Recruiters make snapjudgments, directly impactinga candidates chances ofsuccess.
I dont know how toshow specific skills.
Im not sure I havespecific skills.
I dont reallyunderstand whathappens during
the hiring process.
The key to gettinga job is having aresume and coverletter.
viewed as having abroad set of interestsand being open for
anything.
I need to see
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STUDENT INSIGHT
Students think they have anidea of what employers wantin a candidate, but they areoften wrong.
EMPLOYER INSIGHT
Recruiters make snapjudgments, directly impactinga candidates chances ofsuccess.
Im looking to match
a very specific skillprofile.
I need to seeevidence that youcan do certain
things.
Ill build a story aboutyou based on the
smallest details, anduse this to decide ifyou move through theprocess.
Im very busy.
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L
STUDENT INSIGHT
Students think they have anidea of what employers wantin a candidate, but they areoften wrong.
EMPLOYER INSIGHT
Recruiters make snapjudgments, directly impactinga candidates chances ofsuccess.
WHAT-IF OPPORTUNITY
What if we helped students identify their skills and presentthem to employers in a credible way?
?
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STUDENT INSIGHT
Students think they have anidea of what employers wantin a candidate, but they areoften wrong.
EMPLOYER INSIGHT
Recruiters make snapjudgments, directly impactinga candidates chances ofsuccess.
CAPABILITY VALUE PROPOSITION
MyEdu helps students identify their skills andpresent them to employers in a credible way.
L
Contextual Research Goals
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Contextual ResearchSynthesis & SensemakingBehavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
Goals
To formalize a new product or service
trajectory based on insights
To identify the utility and emotionalresonance you hope to provide
To create a North Star or vision foreveryone to align around
Method
Tell (and show) a story of the existingproblem state
Provoke What-If questions to findways to improve the problem state
Frame the new capability as a
statement of value provided to aperson
Contextual Research Goals
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Contextual ResearchSynthesis & SensemakingBehavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
Goals
To define the capability in a way that
supports the value proposition
To reduce ambiguity duringdevelopment
To ensure we ship the right product tothe right people at the right time
CAPABILITY VALUE PROPOSITION
M Ed h l t d t id tif th i kill d
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MyEdu helps students identify their skills andpresent them to employers in a credible way.
Add a Skill
Suggest Skills to Add
Based On Profile
Suggest Skills to AddBased On Collaborative
Filtering
Browse For Skill
Search For Skill
Substantiate Skill
Via Endorsement
Substantiate Skillby Linking to a
Class
Substantiate Skillby Linking to a
Project
Substantiate Skill byLinking to a
Work Experience
Display Skillon Profile
CAPABILITY VALUE PROPOSITION
M Ed h l t d t id tif th i kill d
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MyEdu helps students identify their skills andpresent them to employers in a credible way.
Add a Skill
Suggest Skills to Add
Based On Profile
Suggest Skills to AddBased On Collaborative
Filtering
Browse For Skill
Search For Skill
Substantiate Skill
Via Endorsement
Substantiate Skillby Linking to a
Class
Substantiate Skillby Linking to a
Project
Substantiate Skill byLinking to a
Work Experience
Display Skillon Profile
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Contextual Research Goals
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Synthesis & SensemakingBehavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
To define the capability in a way that
supports the value proposition
To reduce ambiguity duringdevelopment
To ensure we ship the right product tothe right people at the right time
Method
Create scenarios and high-level flowdiagrams of the ideal solution state
Chunk the ideal solution state into aseries of smaller feature initiatives
Work with design to produce
wireframes, comps, assets, etc
Contextual Research Goals
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Synthesis & SensemakingBehavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
To provide everyone in the
organization with a common languagefor tracking & understanding success
To understand the effectiveness of theproduct changes youve made
To adjust subsequent activities
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14.00%
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0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Contextual Research Goals
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Synthesis & SensemakingBehavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
To provide everyone in the
organization with a common languagefor tracking & understanding success
To understand the effectiveness of theproduct changes youve made
To adjust subsequent activities
Method
Prior to launch, identify usagebehavior that will indicate if yourvalue proposition is being realized
Create a regular communicationmechanism for disseminating results
Try to understand relationshipbetween design and behavior
Contextual Research Goals
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Synthesis & SensemakingBehavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
To improve a given capability based
on usage data and insight
To fix defects or usability issues
To finish deferred work that directly
supports the value proposition
CAPABILITY VALUE PROPOSITION
MyEdu helps students identify their skills and
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MyEdu helps students identify their skills andpresent them to employers in a credible way.
Add a Skill
Suggest Skills to Add
Based On Profile
Suggest Skills to AddBased On Collaborative
Filtering
Browse For Skill
Search For Skill
Substantiate Skill
Via Endorsement
Substantiate Skillby Linking to a
Class
Substantiate Skillby Linking to a
Project
Substantiate Skill byLinking to a
Work Experience
Display Skillon Profile
CAPABILITY VALUE PROPOSITION
MyEdu helps students identify their skills and
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MyEdu helps students identify their skills andpresent them to employers in a credible way.
Add a Skill
Suggest Skills to Add
Based On Profile
Suggest Skills to AddBased On Collaborative
Filtering
Browse For Skill
Search For Skill
Substantiate Skill
Via Endorsement
Substantiate Skillby Linking to a
Class
Substantiate Skillby Linking to a
Project
Substantiate Skill byLinking to a
Work Experience
Display Skillon Profile
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Contextual ResearchS th i & S ki
Goals
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Synthesis & SensemakingBehavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
To improve a given capability based
on usage data and insight
To fix defects or usability issues
To finish deferred work that directly
supports the value proposition
Method
Make hypotheses based on usagedata and value proposition
Prioritize design changes based onassumed effectiveness
Work with design to produce
wireframes, comps, assets, etc
Contextual ResearchS th i & S ki
Goals
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Synthesis & SensemakingBehavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
To communicate the existence and
value of a new capability
To increase the likelihood of realizingyour value proposition
To formalize an entryway into the newcapability or feature
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Contextual ResearchSynthesis & Sensemaking
Goals
T i t th i t d
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Synthesis & SensemakingBehavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
To communicate the existence and
value of a new capability
To increase the likelihood of realizingyour value proposition
To formalize an entryway into the newcapability or feature
Method
Identify strategic method forcommunicating value
Ensure method includes an actionthat supports the value proposition
Disseminate a test to a significant
population of users
Contextual ResearchSynthesis & Sensemaking
Goals
T l lt ti i l l t d
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Synthesis & SensemakingBehavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
To leverage alternative signals related
to product usage
To better understand how peopleperceive product changes
To understand the gestalt of thecommunity
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Contextual ResearchSynthesis & Sensemaking
Goals
T l lt ti i l l t d
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Synthesis & SensemakingBehavioral Insights
Value PropositionFeature Definition
Launch & Usage MetricsIteration & Extensions
Communication Strategy
Community Feedback
To leverage alternative signals relatedto product usage
To better understand how peopleperceive product changes
To understand the gestalt of thecommunity
Method
Ensure that you receive allcommunication that in any waytouches an end-user
Shipd
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Establish
vision
Driveconsensus
product
product
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This sounds great, Im in.How do I get started in
product?
Get your hands as dirty as
possible Throw yourself into an
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possible. Throw yourself into an
experience of making. Coding,design, or whatever it is learn
it, and make something. Its notlike there have to be 10 million
people using it. It might be just
your friends, or yourself. But youmade something, and you
shipped it.Joe GebbiaChief Product Officer, AirBNB
Get some skills, first... you have
to have some street cred You
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to have some street cred. You
have to have some experience inbuilding something.Building as a
designer, building as an engineer,and probably a little bit of
crossover
Leland RechisHead of Product, Kickstarter
Go make somethingIf it
succeeds great you have a
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succeeds, great, you have a
business. If it fails, you have agreat experience and a set of
stories to talk about that makeyou very marketable to teams
that need people like you.
Gary ChouFormer GM, Union Square Ventures Network
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product/market fit
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behavioral insight
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Ship something.
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Come study with me at Austin Center for Design!$12k, one year, one hell of an experience, yaall!
www.ac4d.com
Applications due May 1st