Digital Product

Management
From prototyping to prioritising
 Rules:
1. Add your number before nickname (eg:
15212345 - NICKNAME)
2. Use the same name every Kahoot stage
3. Use the app, better experience
4. Time counts to the score, not only getting
it right

Andre Albuquerque - Digital Product Management

 Previously on Digital Product Management...
1. Building the right product is a process: 1) Discovery, 2) Validation, 3) Creation & 4) Building.

2. Personas tend to fail at recognising what users need, while Job Stories capture situations,
motivations and the expected outcomes.

3. Discovery is about filling your Opportunity Tree and value map canvas. It should be a snapshot of
who your users are, and what stands in your way of opportunities to get to the outcome.

4. Speaking with users leads you to pains, gains and jobs, (opportunities), which you want to match to
your pain relievers, gain creators and products/services to answer those jobs (solutions).

Andre Albuquerque - Digital Product Management

 So what are we covering today?

1. Remembering what is an MVP

2. Getting to your prototype
3. Iterating based on user tests
4. Prioritization and making decisions

Andre Albuquerque - Digital Product Management

 Your ultimate goal with the MVP is matching
value map with customer profile

Andre Albuquerque - Digital Product Management

 Gain creators for customer gains. Pain relievers
for customer pains, products to solve jobs

Andre Albuquerque - Digital Product Management

 An example of OST of Uber

Grow
Uber
Riders

Make
Provide Have the Make sure Only allow
Get reliable Support people wait Support
cheaper fastest drivers can clean cars
transportati non-cash the least mobile
prices per ridesharing comm with and polite
on payments amount of experience
km rides riders drivers
time

Andre Albuquerque - Digital Product Management

 An example of OST of Uber

Grow
Uber
Riders

Make
Provide Have the Make sure Only allow
Get reliable Support people wait Support
cheaper fastest drivers can clean cars
transportati non-cash the least mobile
prices per ridesharing comm with and polite
on payments amount of experience
km rides riders drivers
time

Andre Albuquerque - Digital Product Management

 Let’s check Uber’s solution space
Grow
Uber
Riders

Make
Provide Have the Make sure Only allow
Get reliable Support people wait Support
cheaper fastest drivers can clean cars
transportati non-cash the least mobile
prices per ridesharing comm with and polite
on payments amount of experience
km rides riders drivers
time

Penalty if driver Do a deal with a

Integrate with Create an Uber GPS on driver app doesn’t follow Only allow drivers
credit card provider credit card leasing company
quickest path with new cars
for any driver

Different models of Segmentation of Use data to move Subsidize to get English screening
Native mobile Integrate with
transportation pricing per model drivers to best more drivers in the test when
app Maps
locations platform onboarding drivers

Andre Albuquerque - Digital Product Management

 After prioritising opportunities, we run the
solution ideation and experiments
Driver
I don’t want doesn’t Do
I want the I want to I don’t want Get the Clean cars
to wait for speak everything
cheapest pay by to carry fastest and polite
cars for language I on my
route credit card money route drivers
ever know phone

Real time location

Different models of Segmentation of Allow riders to call
Integrate with Create an Uber with Native mobile Integrate with
transportation pricing per model for their GPS real
credit card provider credit card recommendations app Maps
time location
for driver locations

Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1

Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2

Andre Albuquerque - Digital Product Management

 And how this stacks in Jobs, Pains and Gains
Live GPS on the Integrate with
Feel good in the I want the
driver and rider credit card
car with the cheapest route
app provider
driver
Mobile app
Get the fastest
Only allow drivers
I don’t want to Arrive at my
route
with new cars carry money destination
Other Apps
integrations (G
Maps)

UberX, Uber Do everything on

English screening my phone
Black, XL Car, Use data to move drivers to
test when
best locations
Green Model onboarding drivers Driver doesn’t
speak language I
Jump Scooter, know
Jump Bike Subsidize to get more
I don’t want to
drivers in the platform wait for cars for
ever

Andre Albuquerque - Digital Product Management

 But how do you get to your MVP?

Andre Albuquerque - Digital Product Management

 Validating your MVP is about repetition
1. A process that you repeat over and over
2. The highest risk hypothesis tested through
the smallest experiment
3. Focused on finding which assumption
(risk) is wrong
4. The fastest, cheapest way to put
something in your users hands

Andre Albuquerque - Digital Product Management

 It’s about building smaller versions to learn

Andre Albuquerque - Digital Product Management

 Approaching prototype tests using “science”

Step 1: Make an observation

Step 2: Ask a question

Step 3: Form an hypothesis (or testable explanation) and make a prediction

Step 4: Test the prediction

Step 5: Iterate (use the results to make new predictions or hypotheses)

Andre Albuquerque - Digital Product Management

 Your MVP process is about going from
experiments to your set of solutions that
make your first version
Driver
I don’t want doesn’t Do
I want the I want to I don’t want Get the Clean cars
to wait for speak everything
cheapest pay by to carry fastest and polite
cars for language I on my
route credit card money route drivers
ever know phone

Real time location

Different models of Segmentation of Allow riders to call
Integrate with Create an Uber with Native mobile Integrate with
transportation pricing per model for their GPS real
credit card provider credit card recommendations app Maps
time location
for driver locations

Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1

Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2

Andre Albuquerque - Digital Product Management

 Yea sure… but not everything can be
built as a prototype right?

Andre Albuquerque - Digital Product Management

 Remember this?

Andre Albuquerque - Digital Product Management

 How long to prototype a first version?

Andre Albuquerque - Digital Product Management

 Maybe a bit less than you think

Andre Albuquerque - Digital Product Management

Andre Albuquerque - Digital Product Management
Andre Albuquerque - Digital Product Management
Andre Albuquerque - Digital Product Management
 Getting to your
prototype
“Any intelligent fool can make things bigger and more complex. It takes a
touch of genius—and a lot of courage—to move in the opposite direction...”

- E. F. Schumacher
Andre Albuquerque - Digital Product Management
 “If you’re not embarrassed by the first version of your
product, you launched too late”

- Reid Hoffman, Founder of Linkedin

Andre Albuquerque - Digital Product Management

 Famous MVPs

Facebook Google Amazon

Andre Albuquerque - Digital Product Management

 Step1: Your experiment work is a blueprint
for your prototype
Driver
I don’t want doesn’t Do
I want the I want to I don’t want Get the Clean cars
to wait for speak everything
cheapest pay by to carry fastest and polite
cars for language I on my
route credit card money route drivers
ever know phone

Real time location

Allow riders to call
Different models of Segmentation of Integrate with Create an Uber with Native mobile Integrate with
for their GPS real
transportation pricing per model credit card provider credit card recommendations app Maps
time location
for driver locations

Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1

Experiment 1 Experiment 1

Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2

Experiment 2 Experiment 2

Andre Albuquerque - Digital Product Management

 Step 2: Start with breadboarding to map out
the experience

Andre Albuquerque - Digital Product Management

 Step 2: It’s about the key actions of an
experience. Keep it simple.

Andre Albuquerque - Digital Product Management

 Step 3: Then jump to Fat Market before
polishing the experience

Andre Albuquerque - Digital Product Management

 Step 4: Concierge/Wizard Testing

Expensify’s fake AI concierge test

Andre Albuquerque - Digital Product Management

 Step 5: Fidelity testing

Low-Fidelity Mid-Fidelity High-Fidelity

Andre Albuquerque - Digital Product Management

 And yes, with creativity, everything is possible

Andre Albuquerque - Digital Product Management

 Data Accuracy Prototyping Pyramids
Time to
prototype
High-Fidelity

Mid-Fidelity

Low-Fidelity

Captured data Accuracy

per unit of time Of data
Andre Albuquerque - Digital Product Management
Andre Albuquerque - Digital Product Management
Andre Albuquerque - Digital Product Management
Andre Albuquerque - Digital Product Management
Andre Albuquerque - Digital Product Management
Andre Albuquerque - Digital Product Management
 Important rules for prototyping:

1. Focus on solutions for the highest prio opportunities

2. Start with small and simple solutions
3. Use the tools you’re comfortable
4. Don’t reinvent the wheel where you don’t have to
5. More prototypes = more learning

Andre Albuquerque - Digital Product Management

 Map out the UI and UX of alternative
solutions to give you a basis

Andre Albuquerque - Digital Product Management

 Then start with paper and use software to
enable the experience

Andre Albuquerque - Digital Product Management

 You can even use powerpoint or slides to
replicate components

Andre Albuquerque - Digital Product Management

 Or use software tools that make this easy like
Miro or Figma

Andre Albuquerque - Digital Product Management

 So I have a first version of my prototype.
Now what? You test.

Andre Albuquerque - Digital Product Management

 It’s all about putting yourself in user’s shoes

Andre Albuquerque - Digital Product Management

 4 types of prototyping and research tasks

Verifying if people can quickly understand what they are looking at,
Concept validation
what it does, if solves the problem and creates value.

Testing whether people find what they think they’re going to find
Navigation
based on the tasks you present.

Testing if the feature gets the right steps to accomplish the intended
Specific features
task and if it solves the proposed intent.

Testing if there is anything confusing in the copy, specifically

Microcopy
labels, categories, button names and short descriptions.

Andre Albuquerque - Digital Product Management

 Provide context to your research questions.

You’re in a rush to get to a Following task

Answer to the
meeting and you need to Following
Research questions
tasks depend
are inferred by the quickly get a car to pick you on the
task completion
up at home. behaviour
I want to check if users will Following task
be able to find the
information they’re looking
Give context that
for in my prototype. mimics real life
Following task
You’re going for a business
trip and you have a flight
soon. You need a car expensed
to the company.
Following task
Andre Albuquerque - Digital Product Management
 Questions you want to be asking for low-fi:
1. Before users even look at the prototype, what would they expect to be able to do with it?
2. How would they expect it to look?
3. Once you show them the prototype, do users understand what it does?
4. How does it measure up to their expectations?
5. What features are missing?
6. Does anything seem out of place or unnecessary?
7. How do users feel when using the prototype?
8. If users had a magic wand, what would they change about the product?
9. How likely or unlikely would they be to use this product once it’s finished?

Andre Albuquerque - Digital Product Management

 Build, test, iterate, test, iterate, test, iterate

Build Build Build

V0.1 V0.2 V0.3
Test with first Review Test with Validate
users insights other users changes and get
new insights
Andre Albuquerque - Digital Product Management
 Video supports in the slides

Andre Albuquerque - Digital Product Management

 Tests are done.
Now what? You prioritize.

Andre Albuquerque - Digital Product Management

 Your value map should guide your prototyping
decisions and what you choose to test

Andre Albuquerque - Digital Product Management

 Your MVP Roadmap needs prioritization
because you can’t do all, right now.

Driver
I don’t want doesn’t Do
I want the I want to I don’t want Get the Clean cars
to wait for speak everything
cheapest pay by to carry fastest and polite
cars for language I on my
route credit card money route drivers
ever know phone

MVP MVP MVP MVP MVP

Real time location
Different models of Segmentation of Allow riders to call
Integrate with Create an Uber with Native mobile Integrate with
transportation pricing per model for their GPS real
credit card provider credit card recommendations app Maps
time location
for driver locations

Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1

Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2

Andre Albuquerque - Digital Product Management

 Keep in mind your goal is to grow your value
gap
Costs

Value
Gap

Value

Andre Albuquerque - Digital Product Management

 “People think focus means saying yes to the thing
you’ve got to focus on. But that’s not what it means
at all. It means saying no to the hundred other
good ideas.”
- Steve Jobs

Andre Albuquerque - Digital Product Management

 There are 100’s of ways to prioritize
North Star Framework Cost of Delay Balanced Bet Portfolio

Dart Throwing (literally) Likelihood of _____ Reach Frequency Utility

Prioritization Matrix Impact v Resources Impact Confidence Effort

RICE MOSCOW Eisenhower Box

ROTI CD3 T-shirt sizing

KANO HIPPO (yes…) And so many more….

Andre Albuquerque - Digital Product Management

Step 1
Define a strong
north star
North Star is the one measurement that’s most
predictive of a company’s long-term success, and
helps rally everyone around a single objective.
 Examples of North Stars

Rides Nights Subscribers Daily active users

Documents Transactions Seats GMV

Andre Albuquerque - Digital Product Management

Step 2
Quantify priorities
using (R)ICE
 RICE
Reach: Number of people/events per time period. [Possible users]

Impact: How much this initiative will move the needle? [0-10]

Confidence: How confident you are in your assumptions. [0%-100%]

Effort: total amount of time required from all members of your team. [unit of time]

Reach x Impact x Confidence

= RICE Score
Effort
Andre Albuquerque - Digital Product Management
 RICE (Fictional) application: Linkedin

Feature Reach Impact Confidence Effort Score

Stories 100 5 50% 12 21

Photo filters 10 3 90% 2 14

Auto-read CVs 50 10 100% 18 27

Andre Albuquerque - Digital Product Management

Step 3
Make priorities
visible using
Prio Matrix
 Prioritization Matrix

Andre Albuquerque - Digital Product Management

 Prioritization Matrix

Andre Albuquerque - Digital Product Management

Step 4
Prioritise scopes
using MOSCOW
 MOSCOW

Non-negotiable, absolutely vital requirements. Customers won’t

Must Have even consider the product without this. Value can’t be delivered.

Non-vital priority issues that add significant value. These issues

Should Have allow you to compete but the product will work without them.

Nice-to-have features that can be released in the future. They’re

Could Have not vital for now but there is signal that they’ll add value.

What will not be done for now. Doesn’t mean it won’t be done in
Won’t Have the future. It helps prevent scope creeping.

Andre Albuquerque - Digital Product Management

 Applying MOSCOW: The Airbnb case

Must Should Could Won’t

Connect a guest with a Keep users within Allow chatting between Allow to book with
host airbnb app guests and hosts crypto

Make sure availabilities Allow for a payment Support reservations Support multi-location
are up to date via companies reservations

Capture key data that Allow hosts to reject Implement local Split payments
allows to create a reservations payment methods between different
reservation guests

Andre Albuquerque - Digital Product Management

Let’s apply to our
Uber example
 So if you go from your OST to prio...

Driver
I don’t want doesn’t Do
I want the I want to I don’t want Get the Clean cars
to wait for speak everything
cheapest pay by to carry fastest and polite
cars for language I on my
route credit card money route drivers
ever know phone

Real time location

Allow riders to call
Different models of Segmentation of Integrate with Create an Uber with Native mobile Integrate with
for their GPS real
transportation pricing per model credit card provider credit card recommendations app Maps
time location
for driver locations

Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1 Experiment 1

Experiment 1 Experiment 1

Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2 Experiment 2

Experiment 2 Experiment 2

Andre Albuquerque - Digital Product Management

 Now running a RICE exercise
Feature Reach Impact Confidence Effort Score
Integrate with credit card
provider
100 9 95% 10 86

Integrate with Maps 90 6 75% 15 27

Different models of
transportation
50 8 75% 20 15

Real time location

recommendations for drivers
25 3 50% 19 2

Create an Uber credit card 20 2 25% 25 1

Segmentation of pricing per

model
90 5 75% 9 38

Andre Albuquerque - Digital Product Management

 Map out Experiments/Solutions

Integrate with
credit card provider Different models of
transportation
Integrate with
Maps
Segmentation of
pricing per model Real time location
with
recommendations
for driver locations

Create an Uber
credit card

Andre Albuquerque - Digital Product Management

 And now going deeper on a scope
SCOPING FOR INTEGRATING CREDIT CARD INTEGRATION

Must Should Could Won’t

Integrate a provider API Pass engineering’s Support local payment Allow for crypto
so we don’t build assessment of key methods on our key payments
ourselves providers markets

Certified PSD2 compliant Support multi-currency Be the cheapest fee Support all Uber service
provider provider centralised payment flow

Support VISA and Support mobile and Support multi-language Enable market
Mastercard desktop experience experience customisation

Andre Albuquerque - Digital Product Management

 For next class
Product delivery #3

Andre Albuquerque - Digital Product Management

 Running your customer validation

1. From the top prioritised opportunities, brainstorm solutions that could tackle
each one of them.
2. Use MOSCOW to organise those solutions in priority order.
3. Map your breadboard and fat marker of your experience
4. Turn the fat market into a low fidelity version of your prototype using either
Paper,Miro, Google Slides or any other tool of your preference
5. Test this with at least 5 people and record their insights. Ideally,
do a screen recording of the tests.
6. Summarise insights from interviews with the key changes to be
done on your prototype.
Andre Albuquerque - Digital Product Management