Same Same But Different

COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL

SAME SAME BUT DIFFERENT

CAMBRIDGE USABILITY GROUP, APRIL 2016

@JOCKBU

JOCK BUSUTTIL PRODUCT PEOPLE LIMITED

http://productpeo.pl/?utm_source=training_handout&utm_medium=text_link&utm_campaign=footer


same same but different

Seems similar, but different in some ways.

Common phrase in Thailand.

As in:

“Is this a genuine Rolex?”

“Yes – same same but different.”

@JOCKBU



ABOUT JOCK

@JOCKBU

Freelance head of product, Product People

Over 15 years’ experience in technology companies

Writer, speaker and mentor on product management

Author of The Practitioner’s Guide to Product Management

productpeo.pl ● imanageproducts.uk ● @jockbu



http://imanageproducts.uk/

https://twitter.com/jockbu

https://twitter.com/jockbu


#1 DEFINING PRODUCT MANAGEMENT #2 UX AND PM #3 ASK ME ANYTHING

@JOCKBU



DEFINING PRODUCT

MANAGEMENT #

@JOCKBU



WHAT IS A PRODUCT?

@JOCKBU



A PRODUCT...

... SOLVES

USER PROBLEMS

... ADDRESSES

USER NEEDS

@JOCKBU

... HELPS THE USER TO

ACHIEVE A GOAL

... IS THE MEANS,

NOT THE END



WHAT IS PRODUCT MANAGEMENT?

@JOCKBU


The job of the product

manager is to identify the

minimal possible product

that meets the objectives –

valuable, usable and

feasible – while

minimising time to market

and user complexity. Photo: Mind The Product

MARTY CAGAN AUTHOR OF INSPIRED

I’ve always defined

product management as

the intersection between

business, technology and

user experience.

MARTIN ERIKSSON CO-FOUNDER, MIND THE PRODUCT Photo: Mind The Product

UX

TECH

BUSINESS Credit: Martin Eriksson / Mind The Product

PRODUCT MANAGERS

ARE HERE


People typically come to

product management

from another discipline.

@JOCKBU


UX

TECH

BUSINESS

LATIN

ANCIENT GREEK

Credit: Martin Eriksson / Mind The Product


WHAT DOES A PRODUCT MANAGER DO?

@JOCKBU


ALIGNMENT Photo: Cpl Graham Taylor (RAF) / MoD


UX

TECH

BUSINESS

Credit: Martin Eriksson / Mind The Product

COMPETING NEEDS

NEEDS ARE NOT ALWAYS ALIGNED

PEOPLE WILL PULL IN DIFFERENT DIRECTIONS

@JOCKBU



THE IMPORTANCE OF VISION

(NO VISION)

@JOCKBU

PRODUCT MANAGERS ALIGN EVERYONE TO A SHARED PRODUCT VISION



DIVIDED THINKING

@JOCKBU

SHORT TERM LONG TERM

FINE DETAIL BIG PICTURE

CREATIVE ANALYTICAL


A PRODUCT MANAGER…

… discovers real user needs through research and validation;

… balances user needs with business and technology needs;

… guides and aligns a team of specialists to create a product to

meet those needs. Credit: Marvel Studios


REALITY CHECK

@JOCKBU


COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU

Credit: Jock Busuttil


Photo: Michelle Bates CC BY-SA 4.0


UX AND PM #

@JOCKBU



We have more in common

than might first appear.

@JOCKBU



PEOPLE DON’T GET WHAT WE DO

@JOCKBU


What do you mean, “UX design’s more

than just usability testing”?


http://blogs.forrester.com/kerry_bodine/13-10-04-how_does_service_design_relate_to_cx_and_ux

PERPETUAL IDENTITY CRISIS

@JOCKBU



URGE TO FILL THE GAPS

@JOCKBU



PM UX

@JOCKBU


COPYRIGHT © 2016 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU



SO WHO DOES WHAT?

@JOCKBU


WHAT ARE THE USER NEEDS?

SHOULD WE BUILD A PRODUCT

AT ALL?

WHICH USER NEEDS WILL THE PRODUCT ADDRESS & WHY?

WHAT WILL ‘FINISHED’ AND

‘SUCCESS’ LOOK LIKE?

HOW DOES CONTEXT

INFORM OUR APPROACH?

HOW SHOULD THE PRODUCT ADDRESS THE USER NEEDS?

HOW WILL THE EXPERIENCE BE

DELIGHTFUL?

PM UX

USER NEEDS

WHAT & WHY

METRICS

HOW PM UX


ANTI-PATTERN:

“NOT IN MY JOB DESCRIPTION,

GUV’NOR”

@JOCKBU



ROLES MUST EVOLVE

@JOCKBU

Not this:

My role is “vegetable preparer”

– I only chop vegetables.

I refuse to prepare tomatoes as

they are fruit and therefore not

in my role description.



Some tasks are better as

team sports

e.g. user research

@JOCKBU



Delivery is the responsibility

of the team

Benefit from the wisdom of crowds

@JOCKBU



Use multi-skilled team

members to your advantage

“My primary role is X, but I’m also quite good at Y

and Z if you need a hand”

@JOCKBU



ANTI-PATTERN:

JUST BECAUSE YOU CAN, DOESN’T ALWAYS MEAN

YOU SHOULD

@JOCKBU



BETTER:

SPECIALIST AS EXEMPLAR OF

BEST PRACTICE

@JOCKBU



OUR SIMILARITIES

@JOCKBU


SEEMINGLY PERPETUAL

IDENTITY CRISIS

REGULARLY MISTAKEN FOR PRACTITIONER OF ANOTHER DISCIPLINE

AGREES THAT VENN DIAGRAMS ARE AN OVERUSED VISUAL

DEVICE

PM UX


ASK ME ANYTHING

#

@JOCKBU


THANKS!

INTERIM PRODUCT MANAGEMENT

WWW: productpeo.pl

BLOG: imanageproducts.uk

@jockbu bit.ly/jockbook

Same Same But Different

Leadership & Management