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11 views

DPM Notes 4

Uploaded by

Faqiha Nayar
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Digital Product Management

Session 6
Recap: Value Proposition Canvas
Recap: Jobs To Be Done
• Customers hire products to do the job they need to get done
• Products may change over time, but jobs remain
• What is the customer trying to accomplish with the product is the ‘job to be done’
• I am hiring an app to book a taxi
• I am hiring a software to submit IT returns
• Customers have multiple jobs that they want to get done
• Get to a destination on time
• Find information easily
• Share memories and connect with friends
• Jobs Can be
• Functional
• Emotional
• Social
• What job would you want to do with the product?
Jobs To Be Done
When ______________ I want to ___________ So that I can_____________

Situation Motivation Outcome

When I travel by train in the night I want a to wake up in time So that I that I do not miss my station

When I teach I want to have easy access to all my So that I can check for examples and
notes solutions

When I check emails I want to see the important mails So that I can respond to them
immediately
Jobs To Be Done
When ______________ I want to ___________ So that I can_____________

Situation Motivation Outcome

When I am travelling I want to check my office emails So that I can keep responding to
important ones

When I am traveling I want to stay connected to work So that I do not miss out on any thing
important

In the morning I want to remember every task for So that I can prioritize my task
the day
Pains and Gains
• Pains are problems and frustrations.
• Keep forgetting tasks
• Accidentally deletes email
• Important information gets lost
• Difficult to track my earnings and spending
• Forget to pay my bills
• Gains are those ideal outcomes
• What if I had someone to remind me of everything
• If only we have a system to track all the intra-office communications
• If I could automate IT submissions
• If I could see all my money in one place
• What if I could have a snap-shot of my health
User Story Mapping
• A Visualization of the Journey a user has with a product from
beginning to end
• In this sense, similar to a customer/user journey map
• Includes all the tasks they are expected to complete as a part of the journey
when interacting with the product.
What are user stories?
• User stories (sometimes called epics) are the backbone of story
mapping.
• A user story is typically a unit of work a user needs to accomplish to get their
job done while interacting with a digital product
• A typical template
• As a [Persona type], I want to [action] so that [benefit]
• Examples:
• As a programmer, I want to check off my tasks as I complete each one so that I
am continually updated on project progress
• As a user, I want to buy a product easily on this website
Steps to set up a user story map
• Set the frame.
• Who is the user
• What jobs are they looking to get done
• Map out the steps in the story.
• User stories > Epics
• Group and define.
• Slice your tasks and get your minimum viable product.
Another example
Slicing and MVP
Design Thinking Methods
Design Thinking Methods
Design Thinking Methods
Design Sprint. @Google Ventures
Design Sprint @Google Ventures Slides
NOTE:
Give this presentation SUPER FAST.
(Like, 5-10 minutes for the whole thing.)
Welcome to
the sprint!
You’re gonna
build & test a
realistic prototype
in 5 days.
Also, do you
know each
other?
If not,
SUPER QUICK intros:
Your name
+
2 words
about what you do.
Now, some
quick ground
rules:
1.
The Facilitator
is in charge of
the schedule.
2.
The Decider
makes all
tough decisions.
3.
No devices in the room.
3.
No devices in the room.

(You can use them at breaks. Or step out of the room any time.)
3.
No devices in the room.

(Power Gloves are okay.)


Preview of the
sprint:
Nobody knows
everything, so
you’ll share info.
Ask the experts

Talk to one person at a time and take notes.


Make a map

This will be a simple diagram with around 5-15 steps.


Pick a target

Choose a customer type and a focus on the map.


Group brainstorms
don’t work, so you’ll
sketch alone.
Sketch

The process goes step-by-step to make it easy.


Your sketches
will look like
this:
Haha!
Just kidding.
More like this:
You’ll make fast
decisions without
groupthink or sales
pitches.
Sticky decision

Choose the best sketches


with silent review and structured critique.
Turn the winning
sketches into a
storyboard:
A realistic façade is
all you need to
learn from
customers.
If your product is on a
screen,
try tools like
Keynote or PowerPoint and
InVision or Marvel.
If it’s on
paper,
design it with
Keynote, PowerPoint,
or Word.
If it’s a
service,
use your sprint team as
actors.
If it’s a
physical space,
modify an
existing space.
If it’s an
object,
modify an
existing object,
3D print a prototype,
or prototype the marketing.
5 customer
interviews are
enough to reveal
big patterns.
Interview 5 customers, 1:1.
The team watches over video
from another room.
At the end of the
sprint, you’ll know
what to do next.
Often, it’s helpful
to fix the
prototype and test
it again.
If you do 3 sprints in a row…

M T W T F TWT F T F

…they won’t all take 5 days.


Okay,
let’s do it!
Psst! Check out the checklist PDF.

thesprintbook.com/tools

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