Idea week introduction
Jesse E. Owens II
Senior Product Manager @ MasterCard
Bio
- Senior Product Manager @ MasterCard
- Former Co-Founder @ Squīr Technologies
- Product Manager @ Imagine Easy Solutions
- Application Developer @ J.P. Morgan Chase
- BSc. Computer Science @ Norfolk State University
What is a Product Manager?
A product manager investigates, selects, and drives the development of products for an organization.
“To discover a product that is valuable, usable and feasible”
~Marty Cagan
Essentials of Product Mgt
© 2011 Martin Eriksson.
"Product management can be described as the intersection between business, technology and user experience . A good product manager must be experienced in at least one, passionate about all three, and conversant with practitioners in all"
~Martin Eriksson
Product Dev Process
Conceptual Product Development
1. Identify Customer Needs
2. Generate Product Concepts
3. Perform Business Justification
4. Selection of a Product Concept
Technical Product Development
1. Detailed Development Plan
2. Sprint Planning
3. Unit/QA/Regression Testing
4. Release Management
Identify Customer Needs
High Level Outline:
Customer needs are determined by interviewing focus groups, observing competitive products in the market and analyzing product and system metrics.
Tasks:
- Conduct customer interviews to gather feedback from the current product stack
- Study your industry to identify trends that could drive new market opportunities
- Create a list of needs or problems experienced from user base
- Identify competitive products that are addressing feedback provided by focus groups, current and potential clients
Image credit: arp-research.co.uk
Generate Product Concepts
High Level Outline:
Based on data collected on customers’ needs and analysis of competitive products, the design and tech teams will come together to draft a wish-list of products to actively pursue.
Tasks:
- Document functional specification(s) of product concept
- Develop wireframe(s) of product concept
- Study the feasibility of product concepts as it pertains to the product roadmap
Perform Business Justification
High Level Outline:
During this stage a thorough analysis of the product and required development necessary to achieve expected benefits is performed to determine the product development direction for the team.
Tasks:
- Develop KPIs (Key Performance Indicators) to measure the success of the product
- Review anticipated E (Effort) vs. V (Value) ratio of the product
- Recommend products to build prototypes based on data collected from the economic analysis
Product Concept Selection
High Level Outline:
Designers and engineers develop a number of prototypes that illustrate the type of products that are technically feasible, best meet the requirements of the target customers and create a favorable return on investment.
Tasks:
- Build and test experimental prototype(s)
- Stakeholders evaluate the prototypes and provide product readiness grade to ensure that the team is building the right product or if the idea needs more refining
- Select a product to begin development
Image credit: Robert Scoble/Flickr
Questions ?
Idea week introduction Jesse E. Owens II Senior Product Manager @ MasterCard
Idea Week Presentation
By Jesse E. Owens II
Idea Week Presentation
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