Digital Product Managing

Digital Product
Management
Discovering your way to the right product
Rules:
1. Add your number before nickname (eg:
15212345 - NICKNAME)
2. Use the same name every Kahoot stage
3. Use the app, better experience
4. Time counts to the score, not only getting
it right
Andre Albuquerque - Digital Product Management

Previously on Digital Product Management...
1. Digital products can achieve massive scale and growth by augmenting features and individual
functionalities
2. Product managers are mini-CEOs of the product living in between engineers, designers and
stakeholders, acting as a Maestros of technology builders
3. Product managers need to obsess over problems not solutions and work across the board to deliver
them to users and customers.
4. Discovering what to build is done by finding out your value innovation gap through the four actions
framework.
5. Discovering the right things to build is about assessing desirability, usability, feasibility, viability and
ethical risks. These risks become the hypothesis you will need to test.

So what are we covering today?
1. Understanding the customer development loop

2. Discovery framing and planning
3. Understanding Jobs-to-be-done and job stories
4. User research to profile your customer
5. What is an MVP

This is what we’ll be looking today
1. Customer discovery
Focus on understanding your customers, their problems, their preferences & buying behaviour.
2. Customer validation
Develop a replicable sales process―an essential step in scaling a business.
3. Customer creation
Generate demand, and identify and tease out potential customers.
4. Company building
Focus on building your organization to scale and executing the business plan.

Building the right product is a process

And you must be laser focused on discovering
who is your early market

It’s about getting to phase 2 and being able to
market something people actually want

So how do you “quantify” what the
problem really is?
You understand what makes customers
hire a solution by finding the jobs

Customer jobs? The milkshake example

In the new product world, personas fail
Why would you choose to have a snickers?
● 25-30 years old

● Has an undergraduate degree
● Has a dog
● Likes to travel

● 25-30 years old ● Hungry

● Has an undergraduate degree ● Just a few coins in the pocket
● Has a dog ● Feeling the crave for a bit of sugar
● Likes to travel ● On-the-go

● 25-30 years old ● Hungry

● Has an undergraduate degree ● Just a few coins in the pocket
● Has a dog ● Feeling the crave for a bit of sugar
● Likes to travel ● On-the-go
Because it fits a persona? Or because it solves a job?

Program sponsors
Personas might also

lead you through
confusing paths early
on.
Who’s the prince
again?

Your solution comes from discovering the
anxieties and motivations for each job level

Ad libs based in personas have too many
assumptions...

… while job stories are 100% observational

Examples of today: the future of work

Don’t believe? Look at the market
During pandemic When the vaccine was announced

Examples of today: the “battle” for our time
“We compete with (and lose to) Fortnite more than HBO”
- Netflix
“People don’t hate progress, they just prefer
inertia”

Before we start, let’s play a game
1. Split room
2. 2 products competing on the same “jobs”
3. Why are they alternatives?
4. 5 minutes + discussion

How do you structure this to find
Product Market Fit?
You use the Value Map Canvas and the

Opportunity Solution Tree

We’re going to live in the problem space and
solution space

With specific tools for each moment
VMC OST
Customer Solutions
OST
Opport. VMC
Value Prop

Opportunity tree will help fill the Value Map
Canvas
The set of
characteristics you
assume, observe and
verify about your
market. These are the
The set of value opportunities.
propositions you
design to attract
customers. These are
the solutions that
tackle the
opportunities.
The set of opportunities is your customer
segment. Each is a gain, pain or job.
Customer pains
● What pains do your customers feel when facing the
problem. What annoys them, especially today?
Customer gains
● What gains do your customers expect and desire
when solving the problem. And what delights?
Customer jobs
● What are your customers trying to get done. How
do they see the “job” they’re trying to get done.

Customer profiling: the Uber user
Feel good in the I want the
car with the cheapest route
driver
Get the fastest

I don’t want to Arrive at my
route
carry money destination
Do everything on
my phone
Driver doesn’t
speak language I
know
I don’t want to
wait for cars for
ever

So how do you choose which opportunities to
chase? Pattern, frequency and emotions
Gains: How essential is it to have?
- +
Meh, nice to have Really essential
Pains: How intense is this pain?

- +
Moderate Really Extreme
Jobs: How important is the job to be done?

- +
Not important Really Important

Which opportunities to chase?

Not carrying I want the Feel good in the
- money cheapest route car with the +
driver
Pains: How intense is this pain? I don’t want to

Driver doesn’t
- wait for cars for +
speak language I ever
Moderate know Really Extreme

Arrive at my
- Do everything on +
my phone destination

How to make a plan? The Opportunity
Solution Tree

Let’s see each layer
Where you want to get. The end result. What
success looks like.
The possible
solutions to solving
for each opportunity.
Products, features,
processes, people.
The pains, desires,
needs and jobs
that stand in the
way of achieving
your outcome
The range of tests

you will run to
observe what is the
best execution for
each solution

Customer profiling: the Uber user
Feel good in the I want the
car with the cheapest route
driver
Get the fastest

I don’t want to Arrive at my
route
carry money destination
Do everything on
my phone
Driver doesn’t
speak language I
know
I don’t want to
wait for cars for
ever

The next step is translating CP > OST
Only allow
Provide
clean cars
cheaper
and polite
prices per
drivers
km
Have the I want the
fastest Clean cars and cheapest route
ridesharing
rides polite drivers
Get the fastest Support

I don’t want to non-cash
I want to pay by
route payments
carry money credit card Get reliable
transport
Guarantee I
arrive at my
destination
Do everything on
my phone
Support
Driver doesn’t mobile
experience
speak language I
know
Make sure
drivers can
I don’t want to
comm with wait for cars for Make
riders people wait
ever the least
amount of
Andre Albuquerque - Digital Product Management time
Turn it into a OST
Grow
Uber
Riders
Make
Provide Have the Make sure Only allow
Get reliable Support people wait Support
cheaper fastest drivers can clean cars
transportati non-cash the least mobile
prices per ridesharing comm with and polite
on payments amount of experience
km rides riders drivers
time

Which opportunities to chase?

Not carrying I want the Feel good in the
- money cheapest route car with the +
driver
Pains: How intense is this pain? I don’t want to

Driver doesn’t
- wait for cars for +
speak language I ever
Moderate know Really Extreme

Arrive at my
- Do everything on +
my phone destination

Prioritise the tree branches
Grow
Uber
Riders
Make
Provide Have the Make sure Only allow
Get reliable Support people wait Support
cheaper fastest drivers can clean cars
transportati non-cash the least mobile
prices per ridesharing comm with and polite
on payments amount of experience
km rides riders drivers
time

Next step: Your solution space

Your winning solutions will make your value
propositions Gain creators
● How your product creates gains for users
● How you intend to deliver the benefits expected by
your customers when solving the problem
Pain Relievers
● How your product alleviates pains for users
● How you intend to eliminate or reduce the pains
your customers are feeling when facing the problem
Products and Services (and Features)

● Products, services and features your product offers
● What your product does that delivers gains and
relieves pains
A step back on thinking “solutions”
I want to To feel
buy a grounded in
house the
community
Why?
Pretty expensive way…
Any other way?
To feel Volunteer
I want to Join a
grounded in in the
the buy a social local
community house club center
By adding the opportunity on top, you can ideate on

different solutions to solve the problem
After prioritising opportunities, we run the
solution ideation and experiments
Driver
I don’t want doesn’t Do
I want the I want to I don’t want Get the Clean cars
to wait for speak everything
cheapest pay by to carry fastest and polite
cars for language I on my
route credit card money route drivers
ever know phone
Real time location

Different models of Segmentation of Allow riders to call
Integrate with Create an Uber with Native mobile Integrate with
transportation pricing per model for their GPS real
credit card provider credit card recommendations app Maps
time location
for driver locations
Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1
Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2

And how this stacks in Jobs, Pains and Gains
Live GPS on the Integrate with
driver and rider credit card
app provider
Mobile app
Only allow drivers

Other Apps with new cars
integrations (G
Maps)
UberX, Uber
Black, XL Car, English screening
Use data to move drivers to
Green Model best locations
test when
onboarding drivers
Jump Scooter,
Jump Bike Subsidize to get more
drivers in the platform

How we used this to build Uniplaces
Fragmentation, many different websites and
products
Scams, shady deals, shady people
No brand they could trust covering all available

options
No one to call or support, especially in key

moments (weekends, nights)
Bad quality search experiences, only in local

languages

How we used this to build Uniplaces
Fragmentation, many different websites and Aggregation of all rental options
products
Scams, shady deals, shady people Verified Landlords, curated by the team
No brand they could trust covering all available Strong investment building a global brand
options
No one to call or support, especially in key In-house team covering 15 languages 7 days a
moments (weekends, nights) week
Bad quality search experiences, only in local Top Photos, Top Content in your 6 different
languages languages

Example of value map: Uniplaces
Online, curated,
most offers, 10% 7 day a week,
fee 10 language
High quality support
website
Avg 30 pro
photos per
Booking offer
assistance
Onsight home
verification
Exclusive
properties
Uniplaces
holds money Vetted
until move in landlords and
homes

How do you fill your opportunity tree, map your
customer profile and prioritise?
You need to speak with your potential users

Why deeply understanding
customers matters?

Let’s play a game.

Which of these are related with not speaking
with customers?

All except one. Or maybe not even that one...

We are only
able to iterate
on what we
build by
talking with
users
Having and validating the best ideas come
from running customer interviews
1. Are your customers who you think they are?
2. Do they really have the problems you think they have?
3. How are they solving the problem now?
4. What would be required to switch?
5. What are their expectations?
6. What are their pains?

But most people suck at designing interviews
● What do you think of our product?

● What features should we add?
● Would you use/buy this?
● What do you think of idea X?

How to run interviews based on “The Mom Test”
1. Run away from bad data - Never ask opinions, ignore compliments, disregard
hyperboles: “I always”, “I never”, ignore future tense is hypothetical: “I will”, “I
would”, “I might”
2. Focus on past events, not future imagination - Make your questions around
“When was the last time…”
3. Find emotional triggers - “Why are you so happy using this product?” , “What is
hurting when using the current option?”, “What part makes you the most
excited?”
4. Don’t seek approval - Don’t fall into pitch mode. Use your mouth and ears in
proportion.
User Research Base Template by Jason Evanish
Interviews are especially important to map
the opportunity space...

And to prioritize which opportunities to
tackle Gains: How essential is it to have?
- +
Pains: How intense is this pain?

- +

- +
Ask interview questions that uncover jobs
1. What is the most important thing your customer wants to achieve?
2. What problems are your customers trying to solve?
3. In what situations or contexts are your customers when they have the
problem?
4. What tasks are your customers trying to get done?
5. What emotions are your customers seeking?
6. How do your customer wants to be seen by others?

What happened when we asked at Uniplaces
- +
Get help from
Negotiate price
someone
Join Uniplaces Visit homes
community
Confirm home is
Search based on still available
Feel my money Check photos
what I need
is safe
Easy to find and

book a home

Ask interview questions that uncover gains
1. Which savings would make your customers happier in the current solution?
2. What is the service levels they expect, and what would they wish for more
or less of?
3. How do current solutions delight your customers?
4. What makes them look good towards others?
5. What are basic things they expect or require from a solution?
6. What do customers dream about but think will never be possible?

- +
Cheap or free
Customer commissions
Book on the go support in my
on my phone language
Value > Price
Someone there “Beat the
to help me at system”
Not paying anytime
Serviced deposit
apartments
Many high
quality photos

Ask interview questions that uncover pains
1. What frustrates or annoys your customers with current solutions?
2. What existing value propositions under perform?
3. What are the main difficulties your customers find with existing solutions?
4. What negative social consequences do your customers fear?
5. What’s keeping your customers awake at night? Biggest issues, concerns, and
worries?
6. What common mistakes do your customers make with their current solutions

- +
Mismatching
Bad photos information
Not having
Being scammed
website in my
language
No help, support,
anyone to speak
No information Get money
Not finding good to
stolen
places
House doesn’t
Being rejected match photos
by landlord

More frameworks for interviews and get to
opportunities: 5 Why’s

Each Why is an opportunity to understand
the problem behind the problem
Idea opportunity
Idea opportunity
Idea opportunity
Idea opportunity
Root cause, best “idea”

Next group
assignment
deliverable
Discover your (potential) customer
1. Prepare a script and run interviews on at least 5 prospective users and summarize
learnings
2. Map out which are Pains, Gains and Jobs and fill your customer profile
3. Create your Opportunity Space on the OST
4. Identify which are the top priority opportunities
5. Write any relevant job stories to encapsulate your customers

Digital Product Managing

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Digital Product Managing

Uploaded by

Copyright:

Available Formats

Digital Product

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

1. Understanding the customer development loop

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

● 25-30 years old

Andre Albuquerque - Digital Product Management

● 25-30 years old ● Hungry

Andre Albuquerque - Digital Product Management

● 25-30 years old ● Hungry

Because it ﬁts a persona? Or because it solves a job?

Andre Albuquerque - Digital Product Management

Personas might also

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

During pandemic When the vaccine was announced

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

You use the Value Map Canvas and the

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Get the fastest

Andre Albuquerque - Digital Product Management

Pains: How intense is this pain?

Jobs: How important is the job to be done?

Andre Albuquerque - Digital Product Management

Gains: How essential is it to have?

Pains: How intense is this pain? I don’t want to

Jobs: How important is the job to be done?

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

The range of tests

Andre Albuquerque - Digital Product Management

Get the fastest

Andre Albuquerque - Digital Product Management

Get the fastest Support

Andre Albuquerque - Digital Product Management

Gains: How essential is it to have?

Pains: How intense is this pain? I don’t want to

Jobs: How important is the job to be done?

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management

Products and Services (and Features)

By adding the opportunity on top, you can ideate on

Real time location

Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1

Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2

Andre Albuquerque - Digital Product Management

Only allow drivers

Andre Albuquerque - Digital Product Management