5 Mistakes you should avoid as Product Manager

Ankit Sahu
Aug 8, 2017 · 3 min read

I have learnt many things by committing mistakes and by learning from mistakes others committed. Here are 5 basic mistakes which should be avoided by Product Managers of a B2C web or mobile product:

1. Undefined success measurement criteria for a feature

Often we get engrossed so much into the feature and the data leading to the development of the feature that we forget to define “How to measure the performance of the feature”. As a product manager there are many reasons for us to implement certain features e.g. demand in market, competition, wish-list of business owners etc. In today’s world most of the times its data driven and hence features are worked upon and implemented. But more often than not, I have seen teams not defining and specifying how the success of the feature will be measured and what will be the course of action when the feature is not successful.

It is very important to all the Product Managers to define these criteria and measure the performance after it has gone live. Wont you like to see the report card after you have written an exam? How would you improve if you dont know whether you succeeded or failed?

2. Multiple features in the same or frequent releases.

Extending the point 1 further, we should avoid sending multiple features in same release. Likewise, we should have enough time gap between releases of multiple features because

  • It will be really difficult to measure and attribute success of features.
  • It takes a while for the users to adapt to features. If features are meant for the users, don’t you think we should give them enough time to learn and try the new features?
  • Data from one feature can give a different insight than outlined earlier.

3. Remove a feature already present in the product

Let me put this point by an analogy. Would you be happy if you lose your nails?

Logically and scientifically nails are by products and are unwanted part of our body. You may use them once in the blue moon. Practically, since they are with you since you were born you will definitely find it odd not to have them.

Similarly, if we plan to remove a feature that is very insignificant and probably very less used by users we should keep in mind that there are few users who will miss them.

4. Too many CTA’s on screen

Any competent UX expert would suggest this important fact “Not to clutter the UI with too many clicks on a screen”. Often I hear that “its impossible to achieve the goal without adding one more click or CTA”? Isn’t is why the Product Managers exist and are so highly paid in the market, to make Impossible Possible. Rather than just adding more Call To Actions on screen we should devise mechanism of achieving goal without irritating the user.

Don’t confuse the user and have some pity on the poor chap who is using your product.

5. Shift focus from the users to the product

Do you conduct user surveys before deciding to implement a feature? Have you thought of the ROI of the feature if its not actually needed by the users?

We tend to ignore users and what they need and want. We keep adding features to products and completely disrespect the user. e.g. (not disrespecting JIRA) JIRA create ticket has so many fields by default. It looks daunting for users. Compare it will Trello create ticket. Do I make sense?

In then end, always remember, a product is made by (in the sense that user needs define the product) and for users. Product is not larger than the user it caters to.

Ankit Sahu

Written by

Enabling technology drive businesses and product. Passionate about and interested in cycling and car driving, books, history, literature and exploring India

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