Agile + Lean Product Management
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Breanna Hughes discusses how agile and lean product management approaches can help keep teams focused on building the right features. She emphasizes starting with validating key assumptions through small tests before building minimal viable products. Prioritizing the highest value user flows and shipping imperfect products early allows teams to iterate quickly and improve based on user feedback and analytics. Rinsing and repeating this process helps product managers continuously refine their understanding of users' needs.
Agile + Lean Product Management
- 1. Breanna Hughes, January 29 2015 breanna@breannahughes.com Product Management that keeps you Lean and Launchable
- 3. Who am I? Former Product Manager at Pivotal Labs Now Product Manager at Wattpad (as of this week!)
- 4. What do I know? • Worked with many clients, from startups to Enterprise to define, design, build and launch their mobile products • Launched a new product roughly every quarter • Featured in App Stores • All using Agile Agile Agile
- 5. What do I want you to know? How Agile + Lean Product Management can keep you focused on building the right thing (without using so many buzzwords )
- 6. Business Plans!How a lot of people do it
- 7. Which actually looks like this
- 8. How I like to do it
- 9. Many different flavours of agile (in many ugly images)
- 10. Agile Manifesto Individuals and interactions over process and tools Working software over comprehensive documentation Customer collaboration over contract negotiations Responding to change over following a plan
- 11. Typical Agile Development Process Small teams (usually of PM, Dev, Design) Daily Standups Weekly Iteration Planning Meeting 1 Week Development Cycle (or iteration) Test Weekly (or daily! Or TDD!) Weekly Retrospectives Weekly Demos Deploy Every 2-4 Weeks
- 12. Sounds great, right? So why doesn’t everyone do it?
- 14. What is Agile Product Management? (hint: this is a trick question)
- 15. What is Agile Product Management? Nothing, officially. “Agile” is a development methodology. Product Manager (or Owner) is a role within that methodology.
- 16. PM + Agile + Lean = <3 I’ll take you through how product management works in an agile + lean environment
- 17. 1 Wait… what’s lean? PSSST - READ THAT BOOK!
- 18. Where you should start? • Should this product even be built? • Validate the riskiest, most important assumptions Important Risky Less Important Less Risky
- 19. Example Assumption: Our Customers will buy our products from their phone
- 20. How can you validate? “What’s the smallest test I can run to validate my assumption?”
- 21. Validation Examples User Interviews • Don’t ask leading questions (ie. Would you prefer to purchase from a website that is specifically designed for your phone?) • Ask them in past tense: “have you ever done x before?” • Find out what problems they are experiencing “Have you ever purchased a product from your phone?” “Tell me about the experience you had purchasing a product from your phone”
- 22. Validation Examples Analytics • If you have a pre-existing product, you’re in luck! Analytics can tell you a lot about what your users are doing • Google Analytics, Mixpanel, Flurry, Omniture “Are users buying products from your website using their phone?”
- 23. Validation Examples Fake Hooks (AKA Smoke and Mirrors) • You can put up links and “coming soon” pages to determine whether or not a certain feature is desired by users Place a “tap here for our mobile site” link
- 24. Validation Examples Experiments • AB or Multi-variable tests when you aren’t completely sure what will work the best • Optimizely, Taplytics, Google Analytics, Localytics etc “Will users convert better with a 2 grid product layout or 3?”
- 25. Validation Examples Prototypes • You can create prototypes without any code • Get it on device, watch how users interact • Invision app is the best best best best http://www.invisionapp.com Are they confused? What is the biggest stumbling block?
- 26. You’ve validated. Now what?
- 27. Minimal Working Product MVP MWP • Minimal Working Product • Always build working software • Start with the feature that has the highest business value “If we launch today, are these features useful to the end user?”
- 28. Best MWP, Ever. EVER. Push for Pizza: https://itunes.apple.com/us/app/id868275506?mt=8 @PushForPizza
- 29. Typical User Flow for an E-Commerce App 1. User signs in 2. User browses for Product 3. User selects size, colour 4. Adds to bag 5. Provides deliver information 6. User Provides Payment info 7. User places order
- 30. What do you build first? 1. User signs in 2. User browses for Product 3. User selects size, colour 4. Adds to bag 5. Provides deliver information 6. User Provides Payment info 7. User places order What is the most useful part of this flow? People always go for this badboy
- 31. Prioritization User places an order Why? • A user sign up to their hearts content, but if you can’t purchase them, the app is effectively pointless We prioritize placing an order above customization and browsing We could hardcode one product to purchase and ship it
- 32. Prioritization The rest of the flow You can start to layer other customization elements onto the flow in order of highest business value. Next could be “user can specify what store they want to pick up the t-shirt” Then “User can specify what size of t-shirt” And so on..
- 33. Benefits Why do this? • Keeps you focused on the core, most valuable features of the app • Allows you to make a decision of when to ship throughout the process • You are always naturally working towards a MVP • Makes it easy to trade off low priority features (you didn’t spend time on screens no one will use)
- 34. Many different flavours of agile (in many ugly images)
- 35. Ship Imperfect Product • You will never get everything perfect the first time • Or the second time • Or third • Or fourth……. • Agile development allows you the flexibility to respond to issues Good product management is knowing when it’s “Good Enough”
- 36. Make sure you measure • Look at analytics to find “problem” areas of your product • Track analytics from the very beginning • Track what users might be trying to do Analytics is a whole other talk……
- 37. Rinse and Repeat
- 38. PM Resources on ProductHunt • http://www.producthunt.com/byosko/collections/product- management-tools • http://www.producthunt.com/posts/product-manager- handbook Support other products and other PMs! Share your learnings, your tips and tricks.
- 39. Thank you! @unbrelievable http://ca.linkedin.com/in/breannahughes breanna@breannahughes.com If you want to learn more (or enable your company) on Agile Development, Pivotal Labs is where it’s at! http://www.pivotallabs.com