MaGIC Startup Academy Launch : Day 2 - Mobile product Management at a Global Scale ( Part 2 ) ( Noah Lucas )

Mobile Product Management

Product design with a global perspective

1

Noah Lucas

@Noah_Lucas [email protected] noahlucas.com San Francisco

2

Noah Lucas

3

Mentor Thiel Foundation

ConsultantEarly stage start-ups

Mobile Product ManagerExpedia Global

4@noah_lucas

Expedia Hotels & Flights

70mm Shoppers40mm Downloads

Takeaways• How to manage a consumer internet product

• Get your idea to market

• Importance of design

• Create a robust product

But first…

5@noah_lucas

What PM Is NotReactionary: firefighter, last minute features

Micromanage overly focused on “how”, not “what”

Passive: lack vision, indecisive prioritization

Dictator: improperly authoritative

Distracted: poor communication of big picture

Confused unable to deconstruct issues

6@noah_lucas

What PM IsDeep: knowledge of market, capabilities, competition

Executes: anticipate, prepare, ship

Precise: clear dictation of direction & goals

Influencer instead of dictator

Understands: defines goals and success metrics

Trusts the team to make decisions

7@noah_lucas

A Good Product MangerDeeply understands every aspect of the product.

Balances all internal and external influences.

Sets a clear prioritized strategy.

Crisply communicates the plan to each group.

Most of all, ships.

8@noah_lucas

Good PM/Bad PMBen Horowitz

“Good product managers know the market, the product, the product line and the competition extremely well and operate from a strong basis of knowledge and confidence. A good product manager is the CEO of the product.

cont…

9@noah_lucas

Org Structure

10

Design Management Development

@noah_lucas

Tools

11

Primary Devices iPhone 6, Macbook Air 11”

Task manager Workflowy

Email Sparrow, Apple Mail

Notebook Moleskine

Analytics Adobe, AD-X, iTunes Connect, App Annie

Design Sketch, Photoshop, iPhoto

File management Dropbox

Development Github

@noah_lucas

Communication

12

Leadership

Development

Product Management

Design

Quality

Marketing

Legal

International

Customer

User Happiness

Customers

Translation

@noah_lucas

Product Design

13

Designing a good mobile app is about…

@noah_lucas

Product Design

14

User Experience

Information

Interaction

Interface

@noah_lucas

Types of PM

15

Size Matters

Startups: Launch - Growth - Scale

Corporate

Consultant/Advisor

@noah_lucas

Product Fundamentals

16

Create a useful productResearch, plan, design, build, iterate for product-market fit

Create a smart productIdentify success metrics and enforce disciplined analysis

Create a successful productDefine the “4 loops”

Create a profitable productIdentify & test potential strategies

@noah_lucas

Create A Useful Product

17

Identify an unmet need (a mismatch) and create something to fill that gap.

Market Research Plan Design Prototype Build Test & Learn

@noah_lucas

Research

18

Watch new companies

Follow emergent technologies

Understand trends

Listen to the consumer: wants, needs, frustrations

@noah_lucas

Plan

19

Identify the opportunity (the matching problem)

Define your thesis

Set the vision

Build a roadmap

Choose your MVP

Scope out the sprint(s)

@noah_lucas

Design

20Mobile Product Management

"Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really

how it works.”Steve Jobs

Design

21

What if you could …

@noah_lucas

Design

22

Accomplish the desired outcome, gracefully

Personal experience Market Research User testing Social anecdotes Dreams

@noah_lucas

Build

23

Define technical requirements Identify country-specific requirements Get translations Set UX, Navigation, Interaction, and Interface Isolate design elements API and backend Get client dev feedback for API and design teams Begin client dev work Continuous quality control Begin defect fixes immediately

@noah_lucas

24@noah_lucas

Yesterday

25

TopicsGood PM/Bad PM

Tools of a PM

Org Structure & Teams

Importance of Communication

Product Fundamentals: Create A Useful Product

Product Fundamentals: Test & Learn

@noah_lucas

Day 2

26

TopicsProduct Fundamentals

Common Product “Loops”

Pros/Cons of Mobile First Strategy

Phases Of The Internet

User Patterns In Mobile

Megatrends

@noah_lucas

Build A Useful Product

27

"Truly successful apps offer a clear solution to a problem their users face” - DeBow

Observe a pattern Develop your theory Build the hypothesis Measure in groups Learn through data

@noah_lucas

Product Fundamentals

28

Create a useful productResearch, plan, design, build, iterate for product-market fit

Create a smart productIdentify success metrics and enforce disciplined analysis

Create a successful productDefine the “4 loops”

Create a profitable productIdentify & test potential strategies

@noah_lucas

Build A Useful Product

29

"Truly successful apps offer a clear solution to a problem their users face” - DeBow

Observe a pattern Develop your theory Build the hypothesis Measure in groups Learn through data

@noah_lucas

Create A Smart Product

30

Analytics

KPIs: Key Performance Indicators Only as intricate as you want Only as useful if diligent Test & Learn to validate hypotheses and optimize

@noah_lucas

Create A Smart Product

31

KPI examplesUsage

Lifetime Value (LTV)

Retention Rate

Active Users Average Revenue Per User

User Happiness

@noah_lucas

KPIs of Expedia• Install

• Launch

• Hotel + Flight Search

• Book & Conversion Funnel

• Itineraries

• Engagement

32

Create A Smart Product

33

Dave McClure’s “Startup Metrics for Pirates” Acquisition Activation Retention Referral Revenue

@noah_lucas

AARRR

34@noah_lucas

Create A Profitable Product

35

Paid app gamingIn-app purchases gamingFreemium pro toolsReferral niche networksAd-based utilityNative advertising socialSubscription pro toolsAffiliate, last-click shoppingDynamic Pricing logistics marketplaces

@noah_lucas

Create A Successful Product

36

4 Common Product Loops Data Social Compulsion Viral

@noah_lucas

Data Loop

37

Usage builds structured data.

Search

Engage

Add Data

Enhance

@noah_lucas

Data Loop

38

App improves with usage

Foursquare - venues (and now tastes) Instagram - photos Facebook - posts Twitter - updates, hashtags Waze - crashes, construction Google - relevant search results

@noah_lucas

Data Loop - logistics

39

p2p, marketplaces

Search

Engage

Add Data

Enhance

Sign Up

Availability

Accept bid

Engage

@noah_lucas

Data Loop - logistics

40

Delivery marketplaces Uber Lyft Airbnb Postmates Tastkrabbit Fancyhands Rinse

@noah_lucas

Social Loop

41

Enable & encourage user interactionsDiscover

Engage

Interact

Share

@noah_lucas

Social Loop

42

Users crave interaction, empower them!

@noah_lucas

Primary interactions Micro-interactions Sharing Commenting Tagging Reposting

Create a habit-forming product to build loyalty.

Dopamine = anticipation of reward Endorphin = achievement of a reward

Inconsistency increases anticipation

Compulsion Loop

43@noah_lucas

Compulsion Loop

44

Trigger

Action

Variable

Reward

Invested

Commitment

Dopamine!!!

Endorphins!Dopamine!!!

@noah_lucas

The Trigger

Push Notification Email In-app messaging Local Notification iBeacon Geofencing

Compulsion Loop

45@noah_lucas

Instagram Zynga games Facebook Twitter Pinterest Candy Crush

Compulsion Loop

46@noah_lucas

Viral Loop

47

Enable and encourage organic growth so K > 1Discover

Engage

Interact

Share

@noah_lucas

Viral Loop

48

Enable and encourage organic growth so K > 1

Define you consumable content Interactive and social functionality Make user want to share (the hook) Fast, simple on boarding (acquisition funnel)

@noah_lucas

Mobile First?

49

Pros and Cons of a mobile-first strategy

Push

Location

Performance

OS integration

Cost

Approval process

Speed to launch

Cohort testing ease

@noah_lucas

Phases of the Internet

50

Phase 1: Infrastructure

Phase 2: Application All-in-one Portals

Social Networking

Niche Specialty networks

Multi-use Apps

Single Use Apps

@noah_lucas

Patterns In Mobile

51

Single Purpose app

Social component

Fast content creation

Consumable content

Primary Interaction

Micro-interaction

Asynchronous and synchronous

Asymmetric follow model

Critical mass (Users before money)

Global appeal

Fast loading

Defined Constraints

Unique in some way

@noah_lucas

“Megatrends”

52

Social

Cloud

Mobile

Global

Logistics

P2P/Sharing Economy

What’s Happened

@noah_lucas

“Megatrends”

53

Social

Cloud

Mobile

Global

Logistics

P2P/Sharing Economy

Cross-Device

Internet of Things

Bitcoin/crypto

Wearables

Discovery: pull to push

Search: pull to push

What’s Happened What’s Coming

@noah_lucas

Noah Lucas

@Noah_Lucas [email protected] noahlucas.com San Francisco

54

References & Materialhttp://web.stanford.edu/class/e140/e140a/handouts/ProductMgmt.txt

http://www.svproduct.com/product-organizational-structure/

http://www.khoslaventures.com/wp-content/uploads/Good_Product_Manager_Bad_Product_Manager_KV.pdf

http://www.quora.com/What-are-the-characteristics-of-a-bad-product-manager

http://www.slideshare.net/dampy/good-product-manager-bad-product-manager-kv

http://www.quora.com/What-distinguishes-the-Top-1-of-Product-Managers-from-the-Top-10

http://www.amazon.com/Technological-Revolutions-Financial-Capital-Dynamics/dp/1840649224

http://youtu.be/irjgfW0BIrw

http://youtu.be/5bJi7k-y1Lo

http://theleanstartup.com/principles

http://andrewchen.co/2007/07/11/whats-your-viral-loop-understanding-the-engine-of-adoption/

http://mashable.com/2013/09/04/mobile-app-metrics/

55@noah_lucas