Week 2: Users
Topics & Speakers
From the second week on, we focus on the key interfaces of product management. First of these takes a look towards users and customers and asks
1. Who are the customers, anyway, and how to talk to them? by Udo Szabo (Supermetrics)
2. How design & PM work together? by Terhi Hänninen (Product Manager, Google) & Pekka Poukamo (Head of Design, Relex)
For a deeper dive, here's a how-to for talking with humans
From the second week on, we focus on the key interfaces of product management. First of these takes a look towards users and customers and asks
1. Who are the customers, anyway, and how to talk to them? by Udo Szabo (Supermetrics)
2. How design & PM work together? by Terhi Hänninen (Product Manager, Google) & Pekka Poukamo (Head of Design, Relex)
Readings
The two books - Perri's Build trap and Cagan's Inspired - are organised with somewhat different structures than the course, and this week direct matches between the chapters and the course are harder to draw. However, both discuss the matters of the week in multiple chapters, these segments just take some work to find.
Accordingly, the more direct readings for the week are based on articles/blogs curated by this weeks experts.
- D. Duncan and B Hindo. How Twitter uses JTBD in their strategy hbr.com
- Z. Gecis. Step by Step instructions for a PM, uxdesign.cc
- A. Klement, Designign features using job stories, intercom.com
- Jennifer Leigh Brown: "Empathy Mapping: A Guide to Getting Inside a User’s Head", UXBooth
- C. Christensen:
For a deeper dive, here's a how-to for talking with humans
- Constable, G. Talking to humans, "practical guide to the qualitative side of customer development"
- R. Fitzpatrick, The Mom Test. How to talk to customers & learn if your business is a good idea when everyone is lying to you
- M. Kierstead: Should I Use Surveys? 7 Ways to Know For Sure — The Complete Guide to Writing and Using Surveys that Don’t Suck
Assignment
In the second assignment, the objective is to define user’s needs for an existing product using job-to-be-done framework and translating these to a new feature in a chose app.Tuesday: How to know what to build?
Friday: Design & PM
- FileDesign and PM FilePDF document