PM-China
首届产品经理高峰论坛
2011年11月 上海 | 北京
How To Create
Products
Customers Love
如何打造
用户喜爱的产品
Creating A Strong Product Culture
Marty Cagan, Partner
About Me
The Silicon Valley Product Group was created to share senior level
experience and best practices with technology companies
| 2
What Makes A Strong
Product Culture?
是什么造就了伟大的产品文化呢？
| 3
Lessons From Leaders
“Our Job is to Invent on
Behalf of the User”
工作就是为用户创造价值
Jeff Bezos
Amazon Founder & CEO
| 4
1. Obsess Over Your
Customers
彻底沉浸到用户中去
Become the undisputed expert on your
customer; but don’t follow your
customers
成为毋庸置疑的用户专家，但不要盲从于用户
| 5
Product Culture
Lessons From Leaders
“No Facts Exist Inside
The Building; Only
Opinions”
缺少事实支撑的构建，仅仅是意见
而已
Steve Blank
| 6
2. Distinguish Vision
From Illusion
区分愿景和假想的不同
Validate the vision with real users, face to
face; be open to pivots
通过与用户面对面交流来验证愿景，虚怀若谷
| 7
Product Culture
Lessons From Leaders
“If you continue to improve a
product enough, you’ll
eventually ruin it.”
如果你继续改进一个已满足需求
的产品，你终将毁掉它。
David Pogue
| 8
3. Define Success
定义成功
Know what you are trying to accomplish on
every project: what problem are you trying
to solve, for whom, and how will you know
if you’ve succeeded?
成功的前提就是你必须知道：你要解决什么问题？
你在为谁而解决？你将如何解决？
| 9
Product Culture
Lessons From Leaders
“Design is not just look and
feel; Design is how it all
works.”
设计不仅仅是外观和触感，更要设
计产品使用的流程
Steve Jobs
| 10
Product Culture
4. Embrace User
Experience
拥抱用户体验
Engineering is important and difficult, but
user experience design is more
important, and usually more difficult
用户体验通常比开发更重要，也更困难
| 11
Lessons From Leaders
“Don’t Fall In Love”
不要情人眼里出西施
| 12
Product Culture
5. Fail Fast
快速过滤糟粕
Make product discovery the core
competency of the product
organization
产品部门的核心职责是进行产品探索
| 13
Lessons From Leaders
“Nothing is what
happens when too
many people have to
agree”
只有多数人认可的时候，
才不会发生意外
Seth Godin
| 14
Product Culture
6. Ensure True
Collaboration
确保坦诚合作
Product Discovery Team:
Product Manager
Lead Designer
Lead Developer
| 15
Lessons From Leaders
“One accurate
measurement is worth
more than a thousand
expert opinions”
一个准确的测量胜过一千个
专家的意见
Grace Hopper
| 16
Product Culture
7. Improve Fast
快速改进
Become great at product optimization
向着卓越的方向不断优化产品
| 17
Lessons From Leaders
“Think in Leaps;
Iterate in Steps”
跳跃性思考，迭代式前进
| 18
Product Culture
8. Be Agile
敏捷化
Build and deploy incrementally and
iteratively; but make sure you have a
compelling product vision
通过增量和迭代的方式构建和发布，务必
确保产品是可信赖的版本。
| 19
Lessons From Leaders
“The Company Cares
About What the
Leaders Care About”
团队领袖们关心的就是公司所关心的
Bill Campbell
| 20
Product Culture
9. Demand Excellence
追求卓越
Set a very high bar, and worry about
every pixel
保持高标准的同时注重每个细节
| 21
Lessons From Leaders
“If we get the culture right,
most of the other stuff
will happen naturally on
its own.”
一旦拥有好的产品文化，其他的事
情将自然而然发生
Tony Hsieh
| 22
Product Culture
10. Create A Culture of
Innovation
打造创新文化
Nurture it, reward it, optimize
organization and process for it
培育它、鼓励它、为其优化组织和流程
| 23
Learning More
| 24
The Changing Role of
the Product Manager
产品经理角色的变迁
Leading Product Teams
Marty Cagan, SVPG
About Me
The Silicon Valley Product Group was created to share senior level
experience and best practices with technology companies
| 2
Product Manager Role 产品经理角色
Works For…工作的重心？
• Old: Marketing
以前：市场
• New: Product
现在：产品
| 3
Product Manager Role 产品经理角色
Education… 教育背景
• Old: MBA
以前：MBA
• New: CS and/or UX
现在：CS 或 UX
| 4
Product Manager Role 产品经理角色
Spends Time… 主要精力花费
• Old: Requirements Documents
以前：需求文档
• New: Product Discovery
现在：产品发现
| 5
Product Manager Role 产品经理角色
Conducts… 主要指导
• Old: Focus Groups
以前： 焦点小组
• New: User Tests and A/B Tests
现在：用户测试，A/B测试
| 6
Product Manager Role产品经理角色
Funds Based On… 如何获取资金
• Old: Business Case
以前：商业案例
• New: Customer Discovery
• 现在：客户发现
| 7
Product Manager Role产品经理角色
Reads… 阅读
• Old: Harvard Business Review
以前：哈佛商业评论
• New: TechCrunch
现在：TechCruch
| 8
Product Manager Role 产品经理角色
Loves…热衷
• Old: Money/Power/Control
以前：钱、权力、控制
• New: Technology
现在：技术
| 9
Product Manager Role产品经理角色
Expert In… 专长
• Old: Excel
以前：Excel
• New: Customers
现在：客户
| 10
Product Manager Role 产品经理角色
Primary Lunch Partner… 主要午餐对象
• Old: Other Product Managers
以前：其他产品经理
• New: Designers and Developers
现在：设计师、开发人员
| 11
Product Manager Role 产品经理角色
Sits With…与谁坐在一起
• Old: “The Business”
以前：业务人员
• New: The Developers
现在：开发人员
| 12
Product Manager Role产品经理角色
Blames…喜欢责怪
• Old: The Developers
以前：开发人员
• New: Himself
现在：自己
| 13
Product Manager Role产品经理角色
Strives To Please…极力讨好
• Old: His Stakeholders
以前：利益相关者
• New: His Customers
现在：客户
| 14
Product Manager Role产品经理角色
Makes Decisions Based On…决
定基于
• Old: Opinions
以前：观点
• New: Data
现在：数据
| 15
Product Manager Role产品经理角色
Thinks Ahead…向前思考
• Old: Quarter
以前：按季度
• New: Years
现在：按年
| 16
Product Manager Role产品经理角色
Releases…发布
• Old: Quarterly
以前：按季度
• New: Weekly
现在：按周
| 17
Product Manager Role产品经理角色
Commuicates… 沟通
• Old: PowerPoint
以前：PowerPoint
• New: Prototypes
现在：原型
| 18
Product Manager Role产品经理角色
Meetings… 会议
• Old: Loves to run them
以前：喜欢运作会议
• New: Loves to skip them
现在：喜欢逃掉会议
| 19
Product Manager Role产品经理角色
Aspires To…渴望
• Old: Management
管理
• New: Wildly Successful Product
极其成功的产品
| 20
Product Manager Role产品经理角色
Attitude… 态度
• Old: Arrogant
以前：傲慢
• New: Humble
现在：谦卑
| 21
Product Manager Role产品经理角色
Pace…步伐
• Old: Conservative
以前：保守
• New: Aggressive
现在：积极
| 22
Product Manager Role产品经理角色
Worries About…担忧
• Old: Competitors
以前：竞争者
• New: Customers
现在：客户
| 23
Product Manager Role产品经理角色
Secret Weapon… 秘密武器
• Old: Killer Features
以前：杀手锏功能
• New: User Experience Design
现在：用户体验设计
| 24
Product Manager Role产品经理角色
Views Job…将工作视作
• Old: As stepping stone
以前：跳板
• New: His big chance
现在：巨大的机会
| 25
Product Manager Role产品经理角色
Role is… 角色
• Old: Necessary but Dull
以前：必要但乏味
• New: Difficult but Fun
现在：挑战重重，但很有趣
| 26
Learning More
| 27
Minimum Viable Product
最小可行产品
- MVP
Built To Learn
Marty Cagan, Partner
About Me
The Silicon Valley Product Group was created to share senior level
experience and best practices with technology companies
| 2
MVP Purpose
MVP意图
1. Avoid Waste
避免浪费
2. Move Fast
快速前进
| 3
The smallest possible product that has:
最小可行产品具备：
1. People choose to use it or buy it – valuable
人们愿意使用或购买—有价值的
2. People can figure out how to use it – usable
人们可以掌握使用它的方法—可用的
3. We can deliver it when we need it – feasible
我们可以在必要的时候发布它—可行的
– Supported with evidence not opinions
用证据、而非观点来支持
| 4
MVP Defined
MVP定义
The goal of product discovery is to rapidly
converge on the MVP
产品发现的目标：快速聚焦MVP
| 5
MVP Product Discovery
MVP产品发现
• Product Manager or Founder/CEO
产品经理 或者 创始人/CEO
• Product Designer
产品设计人员
• Lead Engineer
技术主管
| 6
MVP Product Discovery Team
MVP产品发现团队
“The smallest possible experiment to test a
specific hypothesis.” – Eric Ries
测试某个主意的最小可行实验
| 7
MVP Test Defined
MVP 测试定义
• Customer Discovery
客户发现
• Smoke Test Testing
冒烟测试
• Wizard of Oz Testing
Oz 测试向导
• Contextual Inquiry
上下文探索
| 8
Validating MVP Demand
校验MVP要求
• User Prototype Testing and User Testing
用户原型测试，用户测试
• Live-Data Prototype Testing and A/B Testing
真实数据原型测试， A/B测试
| 9
Validating MVP Solution
校验MVP 方案
• Objective is to get our “Earlyvangelist”
customers to commit to use or buy
• 获得“承诺使用或购买”的早期拥趸
| 10
MVP Target Customers
MVP目标客户
• Quantitative Testing 定量测试
– prove if something works or not
证明某件事情是否可行？
• Qualitative Testing 定性测试
– understand why things don’t work the way we
hoped, and what we might do to change that
理解事情为什么没有按照我们想象的那样工作，以及
了解所需要做的改变
| 11
MVP Customer Validation
MVP 客户验证
• Change target customer 更改目标客户
• Change problem to be solved 更改目标问题
• Change solution approach 更改解决方案
• Change business model 更改商业模式
• Change channel strategy 更改渠道策略
• Change growth strategy 更改增长策略
| 12
MVP Pivots
MVP 几个核心支撑
Three Key Options: 三个关键选项
1. Iterate 快速迭代
核心支撑
Idea 打磨主意
“Pivot or Persevere” 找到核心支撑 或者 继续打
磨
| 13
MVP Success by Failing Fast
通过“快速失败”来获得成功
• Move beyond Earlyvangelists to Early
Majority Customers
将早期拥堵变成早期主要客户
• Move towards realization of product vision
将产品愿景落实
| 14
Moving Beyond MVP 超越MVP
Learning More
| 15
shouye
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产品经理三折页
SVPG Conference-Marty
SVPG
Conference - PM Role
Conference - MVP
