Aug 13th PM Workshop - IIFT
Introduction
Your Crew today
Vishnu Gogula Nikita Wahie Raunak Saha
Senior Product Manager Product Manager Product Manager
Office Product Group Microsoft Edge MSAI STCI
2014 2021 2022
IIFT IIFT IIFT
Grad Grad Grad
Building v1
Edge B2B B2C B.Tec
products 4y Exp
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B2B B2C Ukulele UX Art Jadavpur
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Sport Dog Fooooo University
Football
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Bibliophil Teams Search
Foodie Startups
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/vishnugogula/ /nikitawahie/ Swimmin
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What you’ll get
• Insight into the PM role
• Our journey from IIFT to Microsoft
• How to approach solving PM cases
We’d love to keep this interactive so keep adding your
comments/questions to the conversation on Teams
PM Stages
Who is a Product Manager
As product managers, you’re responsible for the future of the
product. You’re the product’s visionary, the user’s advocate,
the team’s motivator, and one of the company’s most
important decision-makers.
But you start with: Influencing stakeholders to buy into
the vision of the product to enable its success. Defining
the product and coordinating with stakeholders across
the org to make it real.
What do PMs do?
Defin
e
Ship Build
And a bunch of other stuff …..
Define
Exhibit Curiosity - Identify the users and customers who’d
be using the product. Understand them well.
Understand the use-case. What are the goals of your users
or customers in each phase of using the product? Issues?
Create your Customer Journey Map
Visualize (if possible) the design based on identified
improvements.
At the end of this phase…
9
• Research outcomes, customer verbatims
• Concepts and value statements
• Storyboards
• User journeys
• Wireframes or other prototypes
Build
Congratulations! You now think you know who you’re building for and a
sense of what might work. Onwards……
What next?
1. Selling the story
2. What is most important ? How to chunk? Prioritize?
Value
Design
Engineering complexity
….
3. This will lead to: Experimentation with Hypothesis and Measures in place
Insight - Identify smallest testable chunks
Collect maximum validated learning about users, with
minimal effort
Understand key user needs, design basic product offerings,
test with relevant markets to learn more
Measure success
What are the business goals?
Identifying metrics based on Goals e.g. CAC, LTV, MRR.
Identifying Product metrics based on Business metrics
Acquisition – CAC, Open rate, ..
Activation – Enrolments, Sign ups, ..
Retention – MAU/DAU, Churn rate, Time since last visit, ..
Referral – NPS, Viral Coefficient, ..
Revenue – Lifetime value, Revenue per activity, ..
Measures – Deep dives
Pillar Impact Metrics
Awareness Ex: #users visiting product website, #users
clicking on feature entrypoint
Adoption Ex: #New users, flagship customers, #new
licenses
Engagement Ex: #Monthly active sessions, Avg. time
spent, Monthly engaged users, MAU, DAU,
Success Metrics DAU/MAU
Retention Ex: #returning users, churn rate
Satisfaction Ex: Net promoter score, NSAT (Net user sat.)
Monetization Ex: Revenue
Availability Ex: Up-time%
Reliability Ex: Crash rate%
Health Metrics (CTQs)
Performance Ex: Page load time, Interactive load time in
Insight – Leading vs Lagging Metrics
Leading metric – numbers on basic user interactions,
which we hypothesize will solve a bigger business
problem
Lagging metric – numbers of business/product goals,
which will move slow(ish)ly based on usage trends.
Case in point: E-commerce funnels
Funnel Stage Conversion (illustrative
data)
Shoes: Heavily listed, highly viewed
Search for shoes 100%
category with poor sales and high returns. Open listings 90%
How do you measure, improve? Add to cart 20%
Funnels!!! Checkout 10%
Return 8%
Improvement – Introduce “Size charts” Search to sale conversion 2%
menu, monitor clicks
Result – Increased Add to Cart, fewer
returns, higher category profit
Leading metric: Size chart clicks
Lagging metric: Add to cart, returns, sales…
Ship
Getting attention
Monitor – Health, KPIs, Funnels etc.
Go back to the drawing board
IIFT PM @Microsoft
Our Journeys
Curiosity Courage Commitment
Add personal values/learnings
Sample case
Sample case
You’re a PM for Birthdays feature for a leading social media
platform (X)
a) How would you track the feature use/success and
b) improve the feature?
Define
A Birthday is a key event in a person’s life that they celebrate
with the friends, families and/or acquaintances.
Who: Users for a social media platform come from all stages
of life, driven by a need for social interactions/connections.
What? Users of birthday feature are looking to get timely
reminders of birthdays of people they care about, additionally
they would like to contact the person and wish them on their
birthday.
Birthdays helps X improve engagement with its users, and
allows for X to achieve their goal of connecting people. For
instance, I often use birthdays to re-spark conversations with
people I haven’t talked to in a while.
Look at current flow of birthday messages
Posts vs Personal messages
Default option to wish someone
Response to birthday message
Pain points for all involved users
Change flow?
Success of one option over other towards goal
Adverse impacts of proposed change
Add/change features?
Any missing scenario or functionality?
User pain points
Measure impact of new changes
Build and Measure
Some metrics that could help summarize performance
include:
DAU of the birthday section;
% of users clicking on birthdays section through the notifications;
% of users posting/messaging for birthdays on a given day (assuming birthdays
are evenly distributed across the days of the year);
% of birthday conversations leading to a more engaged user; etc.
To improve the feature, you’d look at these metric trends
and identify areas for improvement. E.g. –
Low DAU;
Declining number of birthday messages;
Increase number of birthday messages resulting in reconnected users; etc.
Case for students
Sample case
Increase revenue of Bing
Identify the customer sets and
pick one whom you want to
target. Give reason why you
Analyse the problem statement Ask questions
picked that. Or you can ask the
interviewer which one they
want to target.
For the customer segment find
Pick 1 problem which you want List down 3-4 features to solve
out their needs. List around 3-4
to target. for that problem
needs
List down metrics you want to
Pick one for execution and track for the feature. It need
justify why you picked that not be 10 metrics. 3 good
metrics is enough.
Ask Us Anything!
