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Design as Product StrategyBringing design thinking to product managementto create products people love

Jon Kolko

Director, Austin Center for Design

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Where do

great new productscome from?

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Is it vision?

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As a company, we certainly have a

vision of where the product is going.

We generally have a North Starthat we are all headed towards...

Joe GebbiaChief Product Officer, AirBNB

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Is itprocess?

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There arent a lot of examples of

people who have gone through the

whole process: how do you take a

product, turn it into a startup, turn itinto a company, turn it into an

organization?

At the speed at which startups grow,

that process is very fragile.

Alex Rainert

Head of Product, foursquare

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Is it just hard work?

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Ive been doing this, essentially by

myself, for seven years and two months.

I love what I do. I get to watch sports

all day and talk about math. I wentfour years without making a single

dollar, without a single customer.

Mark PhillipCEO, Are You Watching This?!

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product management

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Kevin Cheng

CEO, IncredibleLabs

Josh Elman

Partner, Greylock

Leland Rechis

Head of Product,Kickstarter

Joe Gebbia

Chief Product Officer,Airbnb

Preston Smalley

Executive Directorof Product, Comcast

Frank LymanChief Product Officer,MyEdu

Maya BaratzHead of New Products,ABC News

Mark PhillipCEO, Are YouWatching This?!

Alex RainertHead of Product,foursquare

Gary ChouFormer GM, UnionSquare Ventures

Network

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Establishvision

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3

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Establishvision

Driveconsensus

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Establishvision

Driveconsensus

Shipproduct

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Establishvision

Driveconsensus

Shipproduct

product

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Establishvision

Driveconsensus

Shipproduct

?

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BehavioralInsight

Product/MarketFit

1

2

3

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Product/MarketFit

1

2

3

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Product/MarketFit

BroadTechnological

/ PoliticalInfrastructure

2

3

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Product/MarketFit

BroadTechnological


SocialPrecedence

3

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Product/MarketFit

BroadTechnological


SocialPrecedence

Opportunityfor

Engagement

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Product/MarketFit

BroadTechnological


Social

PrecedenceOpportunity

forEngagement

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BehavioralInsight

1

2

3

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BehavioralInsight

Value

2

3

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BehavioralInsight

Value

Identity

3

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BehavioralInsight

Value

Identity

Provocation

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BehavioralInsight

Value

Identity

Provocation

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BehavioralInsight

Product/MarketFit

ProductManagement

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BehavioralInsight

Product/MarketFit

Marketing

Design

Engineering

ProductManagement

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Design

ProductManagement

Engineering

Marketing

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Design

ProductManagement

Engineering

Marketing

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Design

Engineering

Marketing

ProductManagement

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Where is the trend towards

design-led productcoming from?

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1/

Aesthetics

How does it look?

How does it feel?

Is it consistent with our brand?

2/

Usability

Is it easy to use?

Is it easy to learn?

Do I make errors?

3/

Information & Flow

Can I find my way?

Is it extensible?

Is it well structured?

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Design is tactical

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Design is tactical

1/

InnovationIs it new?

Is it exciting?

Does it have the

potential to disrupt?

2/

PositioningIs it competitive?

Is it differentiated?

Is there a market

opportunity?

3/

EngagementIs it desirable?

Is it systemic?

Does it reflect cultural

aspirations?

4/

ValueIs there demand?

Can we create demand?

What are the revenue

opportunities?

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Design is tactical

Design is strategic

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Design is tactical

Design is strategic

How can I bridge this gap?

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Design is tactical

Design is strategic

Product Management

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What are the qualities of a

good product manager?

Y d t ll l

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You need to sell, engage, learn,

and listen, and get the whole

team excited to go do it. You need

to be a good storyteller. Great

product managers can tell a storyabout a user, what he is doing in

his life today, and what he would

be able to do in the future if we

just got him the right product.

Josh ElmanPartner, Greylock

Y d t ll l

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You need to sell, engage, learn,

and listen, and get the whole

team excited to go do it. You need

to be a good storyteller. Great

product managers can tell a storyabout a user, what he is doing in

his life today, and what he would

be able to do in the future if we

just got him the right product.

Josh ElmanPartner, Greylock

1

Ability to tell stories

about an optimistic future

I t ggl b t ti l

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I toggle between my rational

brain that says, Heres what the

competition is doing, heres what

the data says the customers

want, and my emotional feelingsthat this will have impact.No

one has said they want this, no

one has done it before, but Im

looking at it and I think it will

have impact.Frank LymanChief Product Officer, MyEdu


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brain that says, Heres what the

competition is doing, heres what

the data says the customers

want, and my emotional feelingsthat this will have impact.No

one has said they want this, no

one has done it before, but Im

looking at it and I think it will

have impact.Frank LymanChief Product Officer, MyEdu

2

Ability to make sense of signals

from people and the market

I think its important to practice

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making people talkative. Its

about having the ability to have

people open up. You have to be

able to listen really well. Dontworry about being exciting.

Instead, ask a lot of questions.

Be interested, not interesting.

Mark Phillip

CEO, Are You Watching This?!


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making people talkative. Its

about having the ability to havepeople open up. You have to be

able to listen really well. Dontworry about being exciting.

Instead, ask a lot of questions.

Be interested, not interesting.

Mark Phillip

CEO, Are You Watching This?!

3

A passion for listening and

learning about people

Can we teach someone to care?

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Thats much more of a function of

how someone was raised; whattheir values are, what their

beliefs are.Its about if you arecurious enough. Curiosity will

lead you to your next insight. Its

this what if, or what does the

data show.

Gary ChouFormer GM, Union Square Ventures Network


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Thats much more of a function of

how someone was raised; whattheir values are, what their

beliefs are.Its about if you arecurious enough. Curiosity will

lead you to your next insight. Its

this what if, or what does the

data show.


4

Curiosity about other disciplines

For better or for worse product

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For better or for worse, product

is the discipline that sits at the

hub of the wheel. You need peoplethat can work with designers,

work with engineers, work withmarketing, work with biz-dev. But

at the same time, you deal with

the challenges of all of those

different areas.

Alex RainertHead of Product, foursquare

For better or for worse product

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For better or for worse, product

is the discipline that sits at the

hub of the wheel. You need peoplethat can work with designers,

work with engineers, work withmarketing, work with biz-dev. But

at the same time, you deal with

the challenges of all of those

different areas.

Alex RainertHead of Product, foursquare

5

Affable the ability to work with others

and drive consensus

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1

Ability to tell storiesabout an optimistic future

2

Ability to make sense of signalsfrom people and the market

3

A passion for listening and learning about people

4

Curiosity about other disciplines

5

Affable the ability to work with othersand drive consensus

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So what does a

product manager actuallydo?

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| 3/30/2014

Establish

vision

Driveconsensus

Shipproduct

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| 3/30/2014

Establish

vision

Driveconsensus

Shipproduct

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Succeed in

college

Tell their

story

Get

a job

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Contextual ResearchSynthesis & Sensemaking

Behavioral Insights

Value PropositionFeature Definition

Launch & Usage MetricsIteration & Extensions

Communication Strategy

Community Feedback

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Behavioral Insights




Community Feedback

Goals

To build an understanding of the

process, workflow, vocabulary, andcultural context

To gain empathy with the people youare hoping to serve

To identify opportunity for innovation

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Your resume is like your life - it is your golden ticket to

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Your resume is like your life it is your golden ticket tothe chocolate factory. I like to put customer service

and management things and stuff like that on myresume.

Everyone has a business degree these days, so Illalways be able to get a job. I found out about theinternational business major from a guy at The Gap.

I didn't even know what it was. I Googled it, and itsounded better than just regular business, so I justchose that. My life decisions are based on stupid

things.Samantha, 21 year old international business major

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[Students say] I could do anything Ithink I could do this, I think I could do

that. You couldnt say something worse toa recruiter dont apply to 5 of my jobs,

because you arent going to getany of them.

Meg, Recruiter

C l R h G l

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Behavioral Insights




Community Feedback

Goals

To build an understanding of the

process, workflow, vocabulary, andcultural context

To gain empathy with the people youare hoping to serve

To identify opportunity for innovation

Method

Identify a research focus

Identify participants

Watch the participants as they work,live, and play

Observe real behavior

C l R h G l

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Behavioral Insights




Community Feedback

Goals

To make sense of chaotic, qualitative

research data

To find patterns and anomalies, andto look at the world in new ways

To act as a procedural stepping-stonebetween research and insight

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Contextual Research Goals

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Behavioral Insights




Community Feedback

Goals

To make sense of chaotic, qualitative

research data

To find patterns and anomalies, andto look at the world in new ways

To act as a procedural stepping-stonebetween research and insight

Method

Transcribe all of the research data

Explode the data, blending

utterances across participants

Identify groupings, and makeobservations about them

Identify anomalies


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Behavioral Insights




Community Feedback

Goals

To formalize the big rocks that

provoke new innovate ideas

To make inferential leaps about whypeople do the things they do

To make obvious the specific goalfor driving behavior-change

STUDENT INSIGHT

d hi k h hEMPLOYER INSIGHT

i k

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Students think they have anidea of what employers wantin a candidate, but they areoften wrong.

Your resume is like your life - it is yourgolden ticket to the chocolate factory.

Samantha, international business major

Emphasize bullets on a resume,rather than exhibit skills throughartifacts (portfolio)

Think they should have a broad-but-shallow set of abilities, rather thana depth of competency in one area

Typically apply for any and every job

Recruiters make snapjudgments, directly impactinga candidates chances ofsuccess.

Dont apply to 5 of my jobs, becauseyou arent going to get any of them.

Meg, Recruiter

Form an opinion of a candidate inseconds based on a single data point

Are looking for specific skills, andevidence of competency in that skill

Create a mental narrative of what acandidate can do, based on how thestudent presents themselves

STUDENT INSIGHT

S d hi k h hEMPLOYER INSIGHT

i k

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These are insights:

provocative statements about

human behavior, framed asuniversal truths.


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Behavioral Insights




Community Feedback

Goals

To formalize the big rocks that

provoke new innovate ideas

To make inferential leaps about whypeople do the things they do

To make obvious the specific goalfor driving behavior-change

Method

Ask Why about the utterances andobservational groups, and forceyourself to answer (even if you dont

know for sure)

Make an inferential leap

Frame the statement as a universaltruth (even though its biased)


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Contextual ResearchSynthesis & SensemakingBehavioral Insights




Community Feedback

Goals

To formalize a new product or service

trajectory based on insights

To identify the utility and emotionalresonance you hope to provide

To create a North Star or vision foreveryone to align around

Its important to beviewed as having a

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STUDENT INSIGHT


EMPLOYER INSIGHT


I dont know how toshow specific skills.

Im not sure I havespecific skills.

I dont reallyunderstand whathappens during

the hiring process.

The key to gettinga job is having aresume and coverletter.

viewed as having abroad set of interestsand being open for

anything.

I need to see

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STUDENT INSIGHT


EMPLOYER INSIGHT


Im looking to match

a very specific skillprofile.

I need to seeevidence that youcan do certain

things.

Ill build a story aboutyou based on the

smallest details, anduse this to decide ifyou move through theprocess.

Im very busy.

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L

STUDENT INSIGHT


EMPLOYER INSIGHT


WHAT-IF OPPORTUNITY

What if we helped students identify their skills and presentthem to employers in a credible way?

?

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STUDENT INSIGHT


EMPLOYER INSIGHT


CAPABILITY VALUE PROPOSITION

MyEdu helps students identify their skills andpresent them to employers in a credible way.

L


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Community Feedback

Goals

To formalize a new product or service

trajectory based on insights

To identify the utility and emotionalresonance you hope to provide

To create a North Star or vision foreveryone to align around

Method

Tell (and show) a story of the existingproblem state

Provoke What-If questions to findways to improve the problem state

Frame the new capability as a

statement of value provided to aperson


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Community Feedback

Goals

To define the capability in a way that

supports the value proposition

To reduce ambiguity duringdevelopment

To ensure we ship the right product tothe right people at the right time


M Ed h l t d t id tif th i kill d

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Add a Skill

Suggest Skills to Add

Based On Profile

Suggest Skills to AddBased On Collaborative

Filtering

Browse For Skill

Search For Skill

Substantiate Skill

Via Endorsement

Substantiate Skillby Linking to a

Class


Project

Substantiate Skill byLinking to a

Work Experience

Display Skillon Profile


M Ed h l t d t id tif th i kill d

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Add a Skill


Based On Profile


Filtering

Browse For Skill

Search For Skill

Substantiate Skill

Via Endorsement


Class


Project


Work Experience


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| 3/30/2014


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Synthesis & SensemakingBehavioral Insights




Community Feedback

To define the capability in a way that


To reduce ambiguity duringdevelopment

To ensure we ship the right product tothe right people at the right time

Method

Create scenarios and high-level flowdiagrams of the ideal solution state

Chunk the ideal solution state into aseries of smaller feature initiatives

Work with design to produce

wireframes, comps, assets, etc


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Community Feedback

To provide everyone in the

organization with a common languagefor tracking & understanding success

To understand the effectiveness of theproduct changes youve made

To adjust subsequent activities

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| 3/30/2014

14.00%

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0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%


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Community Feedback

To provide everyone in the

organization with a common languagefor tracking & understanding success

To understand the effectiveness of theproduct changes youve made

To adjust subsequent activities

Method

Prior to launch, identify usagebehavior that will indicate if yourvalue proposition is being realized

Create a regular communicationmechanism for disseminating results

Try to understand relationshipbetween design and behavior


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Community Feedback

To improve a given capability based

on usage data and insight

To fix defects or usability issues

To finish deferred work that directly



MyEdu helps students identify their skills and

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Add a Skill


Based On Profile


Filtering

Browse For Skill

Search For Skill

Substantiate Skill

Via Endorsement


Class


Project


Work Experience



MyEdu helps students identify their skills and

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Add a Skill


Based On Profile


Filtering

Browse For Skill

Search For Skill

Substantiate Skill

Via Endorsement


Class


Project


Work Experience


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| 3/30/2014

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| 3/30/2014

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| 3/30/2014

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Contextual ResearchS th i & S ki

Goals

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Community Feedback

To improve a given capability based

on usage data and insight

To fix defects or usability issues

To finish deferred work that directly


Method

Make hypotheses based on usagedata and value proposition

Prioritize design changes based onassumed effectiveness

Work with design to produce

wireframes, comps, assets, etc

Contextual ResearchS th i & S ki

Goals

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3

| 3/30/2014





Community Feedback

To communicate the existence and

value of a new capability

To increase the likelihood of realizingyour value proposition

To formalize an entryway into the newcapability or feature

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| 3/30/2014

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| 3/30/2014


Goals

T i t th i t d

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| 3/30/2014





Community Feedback

To communicate the existence and

value of a new capability

To increase the likelihood of realizingyour value proposition

To formalize an entryway into the newcapability or feature

Method

Identify strategic method forcommunicating value

Ensure method includes an actionthat supports the value proposition

Disseminate a test to a significant

population of users


Goals

T l lt ti i l l t d

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| 3/30/2014





Community Feedback

To leverage alternative signals related

to product usage

To better understand how peopleperceive product changes

To understand the gestalt of thecommunity

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Goals

T l lt ti i l l t d

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Community Feedback

To leverage alternative signals relatedto product usage

To better understand how peopleperceive product changes

To understand the gestalt of thecommunity

Method

Ensure that you receive allcommunication that in any waytouches an end-user

Shipd

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| 3/30/2014

Establish

vision

Driveconsensus

product

product

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| 3/30/2014

This sounds great, Im in.How do I get started in

product?

Get your hands as dirty as

possible Throw yourself into an

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| 3/30/2014

possible. Throw yourself into an

experience of making. Coding,design, or whatever it is learn

it, and make something. Its notlike there have to be 10 million

people using it. It might be just

your friends, or yourself. But youmade something, and you

shipped it.Joe GebbiaChief Product Officer, AirBNB

Get some skills, first... you have

to have some street cred You

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to have some street cred. You

have to have some experience inbuilding something.Building as a

designer, building as an engineer,and probably a little bit of

crossover

Leland RechisHead of Product, Kickstarter

Go make somethingIf it

succeeds great you have a

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succeeds, great, you have a

business. If it fails, you have agreat experience and a set of

stories to talk about that makeyou very marketable to teams

that need people like you.


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product/market fit

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behavioral insight

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Ship something.

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Come study with me at Austin Center for Design!$12k, one year, one hell of an experience, yaall!

www.ac4d.com

Applications due May 1st

Kolko 2014 03 Product

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