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3 goals to quickly improve the Product Management practice in your team

The goals

Data-drivenness

  • Learning goal & set of questions we want to answer
  • Analyzed data
  • Answers to questions
  • Data we found is not currently tracked (and plan to implement tracking)
  • “Surprises” (unexpected findings)
  • Conclusion and next steps (ie — put X in the backlog, or investigate Y further)

User-centricity

  • You want to see how easy your checkout is? Set a usability test.
  • You want to investigate what drives conversion? Do a round of customer development interviews
  • You want to check if your idea of solution resonates with the user? Do a solution-interview.

Experimentation

  • As with everything we covered, experiments should have a learning goal, hopefully aligned with testing your riskiest assumption
  • Make sure different test types are being used when necessary. Concierge, wizard of oz, live data prototype, and many more are very powerful techniques that should be used and combined to discover what is the right product to build.
  • A/B testing is not “this type” of experimentation. A/B tests are the way to make sure something we already built have the impact we expected or to try smaller changes to improve conversion or other metrics. What we want with experiments is to learn about how something may perform before we build it. That being said, sometimes “low cost” A/B tests are used to measure for instance the result of a wizard of oz or fake door experiment.

A word on balance

Earn extra points

  • Set your product strategy and work on your strategic vision
  • Embed your decisions with industry and competitors information

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Nacho Bassino

Working on online products, currently as Director of Product at XING. Passionate about technology and amazing web/mobile products.