LEAN PRODUCT MANAGEMENTLearnings from the Field #leanproduct @thoughtworks May 9th, 2016

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product management?

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WHAT IS

WHAT OUTCOMES ARE WE LOOKING FOR?

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Kagan:

Kolko:

FeasibleValuableUsable

Usable Useful Desirable

FeasibleValuableUsable DesirableFind the Product:

TRAITS OF A PRODUCT MANAGER

Manages the commercial success of the product

Discovers insights about market and customers

Facilitates design

Empathizes

Focuses on value to customers & end users

Drives product as the holistic sum of parts

Creates competitive differentiation through unique experiences

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Suzie Prince, Head of Product twitter: @pm_suzie

A SIMPLER VIEW

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Source: Mind the Product via Josh Ellman

LEAN PRODUCT MANAGEMENT

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SET OF PRACTICES AND TOOLS

ExperimentationValidated Learning Adaptive Planning

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Solution Market Fit Product Market Fit Scale

COMMONLY RECOMMENDED

LEARNING #1

Solution Market Fit Product Market Fit Monetize

BETTER WAY

Align Cost Structure Scale

LEAN CANVAS SIMPLICITY CAN HIDE REAL PROBLEMS

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9flickr photo by Giulia van Pelt https://flickr.com/photos/giuvanpelt/6048565571 shared under a

Creative Commons (BY-NC-ND) license

REAL BUSINESS MODELS

are complex

EXAMPLE: OPEN SOURCE BIZ MODEL

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LEARNING #2

biasCONSIDER YOUR

assumptions data gathering experiments

EXAMPLE: BAD ASSUMPTION

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Buy

Real use

Signups

$

Trialers✓ Lots of trialers

✓ Buying conversation wasn’t what we expected

✓ Focused on converting to “Real use”

✓ Problem was trialers were poor segment - never intended to buy!

✓ Wasted time experimenting with wrong optimization

LEARNING #3

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LEAN EXPERIMENTATION

MARKET RESEARCH+

=

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after

flickr photo by haglundc https://flickr.com/photos/haglundc/3966428051 shared under a Creative Commons (BY-NC) license

?

EXAMPLE: TOO SMALL A SEGMENT

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MARKET / FACTOR 1 / /… =

FACTOR 2

FACTOR 3

FIGURE OUT THINGS THAT ARE WORTH TIME…

✓Segmentation

✓Market sizing

✓Consumer research

✓Quantitative surveys

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#leanproduct @thoughtworks @twchad

THANK YOU!

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