Product Managers are responsible for conceptualizing a product end-to-end. Although this sounds a simple enough concept the execution is more treacherous. Each day brings in a plethora of new opportunities with emergence of new products (in same and different business space), new technologies (extincting old ones) and ever changing trends (the way consumer interact with the world around them) all of which challenges the long term viability of a product. At the same time continuous inputs streaming from the market research on competitor's new products and features mire product managers to choose between joining the race or focusing on new innovative solution. Also due consideration should be given to the fact that the new product is able to meet the organizational objectives of adding revenue opportunity, new customer acquisition or brand building to ensure its sustainability. On a different note executive management's strategic vision must be integrated into the new product blue print. Yet adding further to the woes most products have to be thought in the context of a product platform or family with intricate inter dependencies on other products of the family and platform. With so many points of distraction how should the product manager sail through the chaotic environment surrounding him when approaching a new product definition. The answer lies in understanding the 3 dimensions of products surmised below:
Production
The first and foremost dimension of the product is the supply side. Most software products work on some content or data which are to be provided by an end user or another product. It is essential to consider the structure of this input data. Product manager should focus on ferreting out the most important data elements from the maze of data to be provided as input and arrange them in the most logical manner. A few examples here would help illustrate the point. While creating an office suite of product, the most important data is file name, file type , date of creation and user name while all the tools used to create content inside a file is of secondary level of importance. Similarly, while using a database product the most important data is database name, schema name, table name and field name while actions like updating , querying real data inside the table is of secondary level of importance. A virus scan product needs the scope of the scan(entire computer or specific folders) and also the scheduled time of scan to work while post scan action to be taken is of secondary level of importance. In another example, typing a search query is primary importance of for a search engine where as forcing users to sign up for personalized recommendation is of secondary importance. Yet another example, creating a user profile in social networking sites is of primary importance and connecting to other users and providing updates is of secondary importance
In all the above examples one point is quite evident-the input data structure has to be aligned to the user needs and only then can product be expected to engage the user. If emphasis is given on collecting a lot of data of secondary importance then it typically leads to user irritation and subsequent drop in usage.
Consumption
The second dimension of the software product is the output side. The product should take inputs from an user and help solve some real tangible need of the user. This is where most products go out of track - in understanding the real tangible need of the user. It is easy enough to conceive a product which takes input from users and produce output regardless of its utility to the end user. A product is successful only if the output provided is consumed by the user. User will consume the output only if it solves some real need of the user. In the above set of examples, creation of a office file solves the need to open the file again for usage,update and sending to others. Similarly, creating database, tables and schema help store data, query data, manipulate data etc. Running a virus scan help identify affected files and take corrective action(quarantine or delete) on them. Typing keywords on a search engine gives results which are to be clicked to see the details. Connecting with users in a social network help users get updates about other people and also provide update to other people in easy way.
Products solving real need of the users will be able to engage the consumer. So one proxy measure to check if the product is solving real problem is check the consumption level of the product by real user. If product is not being consumed then it is not solving the real needs of users and more thought should be poured into redefining of it.
Merchandising
The third dimension of the product which needs to be contemplated is the distribution or the ease with each consumers can access the product. This involves identifying new channels like hardware providers, internet, affiliate site, implementation partner etc; providing information about the product; easy way to trial and place a order. Sometimes this involves creating high quality product catalog pages on the website, creating marketing collateral and support documents to address user concerns and providing reference to your product in places where consumer go to look for your product category. It also means bringing out the products in areas where the user would go looking for similar category of product.
Focusing on the above 3 dimension would help product managers think of new products in a more focused manner while meeting the larger organizational goals.
I would be very pleased to know your views on the above post.
Production
The first and foremost dimension of the product is the supply side. Most software products work on some content or data which are to be provided by an end user or another product. It is essential to consider the structure of this input data. Product manager should focus on ferreting out the most important data elements from the maze of data to be provided as input and arrange them in the most logical manner. A few examples here would help illustrate the point. While creating an office suite of product, the most important data is file name, file type , date of creation and user name while all the tools used to create content inside a file is of secondary level of importance. Similarly, while using a database product the most important data is database name, schema name, table name and field name while actions like updating , querying real data inside the table is of secondary level of importance. A virus scan product needs the scope of the scan(entire computer or specific folders) and also the scheduled time of scan to work while post scan action to be taken is of secondary level of importance. In another example, typing a search query is primary importance of for a search engine where as forcing users to sign up for personalized recommendation is of secondary importance. Yet another example, creating a user profile in social networking sites is of primary importance and connecting to other users and providing updates is of secondary importance
In all the above examples one point is quite evident-the input data structure has to be aligned to the user needs and only then can product be expected to engage the user. If emphasis is given on collecting a lot of data of secondary importance then it typically leads to user irritation and subsequent drop in usage.
Consumption
The second dimension of the software product is the output side. The product should take inputs from an user and help solve some real tangible need of the user. This is where most products go out of track - in understanding the real tangible need of the user. It is easy enough to conceive a product which takes input from users and produce output regardless of its utility to the end user. A product is successful only if the output provided is consumed by the user. User will consume the output only if it solves some real need of the user. In the above set of examples, creation of a office file solves the need to open the file again for usage,update and sending to others. Similarly, creating database, tables and schema help store data, query data, manipulate data etc. Running a virus scan help identify affected files and take corrective action(quarantine or delete) on them. Typing keywords on a search engine gives results which are to be clicked to see the details. Connecting with users in a social network help users get updates about other people and also provide update to other people in easy way.
Products solving real need of the users will be able to engage the consumer. So one proxy measure to check if the product is solving real problem is check the consumption level of the product by real user. If product is not being consumed then it is not solving the real needs of users and more thought should be poured into redefining of it.
Merchandising
The third dimension of the product which needs to be contemplated is the distribution or the ease with each consumers can access the product. This involves identifying new channels like hardware providers, internet, affiliate site, implementation partner etc; providing information about the product; easy way to trial and place a order. Sometimes this involves creating high quality product catalog pages on the website, creating marketing collateral and support documents to address user concerns and providing reference to your product in places where consumer go to look for your product category. It also means bringing out the products in areas where the user would go looking for similar category of product.
Focusing on the above 3 dimension would help product managers think of new products in a more focused manner while meeting the larger organizational goals.
I would be very pleased to know your views on the above post.
