How to Product: Lifecycle of an Enterprise SaaS Product
- 2. How I got here Free group-texting with ads2007 2011 Automated monitoring of government employee performance and bribes 2013 Crime mapping and hotspot analytics for police forces 2016 Data collection marketplace for emerging markets 2019 Supply chain visibility and incident management
- 4. How to become a Product Manager
- 5. What is Product Management How to become a Product Manager
- 6. Before we begin... Who’s in the room This isn’t everything Confidential content Questions
- 9. Discovery What do buyers want? What do users want? WHY? How valuable is the problem? Is it externally valid? (“Solution”) User Needs vs Contractual Commits vs Company Strategy → What’s the right thing to do? Ignore all problems that won’t “move the needle” Tools: Amplitude, Zendesk, Product Advisory Council, User Forums, Prioritization Framework, Trade Reports and Fairs @asim_fayaz
- 10. Notes from Product Discovery workshop (Redacted)
- 12. Hypothesis What’s the storyboard? Describe the Scenario(s) Who are the actors? Define the Persona(s) What outcomes do they want? Identify the Job(s) to be Done (?) Draft reqs in a Product Requirements Document, socialize widely, get beat up… iterate, iterate, iterate Kill all hypotheses that “don’t make sense” Tools: Google Docs, Google Sheets, Journey Maps, Wireframes, All-hands meetings, Zoom@asim_fayaz
- 13. Example of a PRD (Redacted)
- 14. Comments / debate on the PRD (Redacted)
- 15. Design Research, Prototype, Validate… on repeat, until you discover a simple, intuitive UX Don’t invent, “borrow” → Use established design patterns (?): - Already familiar for users (“Don’t make me think”) - Much cheaper to implement and work better Shelve all prototypes that are not “usable” or “feasible” (?) Tools: Design Sprint, Balsamiq, Invision, Zoom, Screencastify, Moderated / Unmoderated Usability Testing @asim_fayaz
- 16. Design Sprint
- 18. Build Write epics and stories in “English language” and communicate in writing and verbally (“Good PM/Bad PM”) Religiously participate in all Scrum Ceremonies -- Daily, Planning, Grooming, Retro (?) -- and Architecture Design Fight for a “Product team”! Eng Lead, FE, BE, DevOps, UX, PM Only launch when you have MVP (?) Tools: JIRA, Sumologic, SQL, Amplitude @asim_fayaz
- 20. Kanban Board on JIRA (Redacted)
- 23. Manage product / feature rollout: - All customers? All users? Phased? Tiered? - Product marketing collateral → Newsletters, Release notes - Driving adoption → Conversion funnels (?), Outreach Support your users and mature your product / feature: - Support docs, train help desk agents - Bugs and ERs → Triage, prioritize, communicate What’s next on the roadmap? Tools: Amplitude, Zendesk, Hubspot, Smartsheet Launch + Discovery @asim_fayaz
- 25. Conversion Funnel on Amplitude (Redacted)