Comprehensive Product Management Bootcamp: Skills, Tools, and Career Insights

hello everyone a quick yes or no in the chat if I'm Audible and visible yes

wonderful let me just go ahead and start the session I think we are right on time yes can you guys quickly tell me which

city and Country you are logging in from today tell me the name of the city/ country that you are logging in from

today Lor us wonderful wonderful

great yes just give me a moment while I S everything yes wonderful I think we have

people from all across the world let me just just go ahead and start the session now okay so

without any wait let me just go ahead and start presenting my screen okay so yes I hope everyone is able to

see product management boot camp on your screen right a quick yes or no in the chat if

the screen is visible to everyone wonderful cool so yes before we go to start I have a couple of requests from

everyone please listen to this carefully what I'll do is in order to make sure that everyone is able to get the best

from the session without getting without getting let's say

disturbed by other people what we'll do is I'll first stop the chat for now and in between I'll be opening the chat when

I'm asking you questions second is if some of you can go ahead and open your cameras that will help you focus and

that will help me feel interactive in the session so take a moment some of you can go ahead and open the cameras that

will really help us out in order to keep this session very very interactive and the last part is that make sure that you

are focusing on the session understand focus is the most important asset for today's world if you really want to get

the value from the next two hours and next two days from the session please make sure that you are able to focus on

the session by Focus I mean that if you're not looking at the session from mobile then keep your mobile away have a

small notebook with you so that you are able to go ahead and create notes and you are able to focus on the session

okay and maybe after every 5 10 minutes try to ask yourself whether you are focused or you are thinking about

something else okay so focus is very very important okay with that being said let me just go ahead and start the

session I want to start with thanking you all of you that you have chosen to spend these four hours into your career

on a weekend so I really appreciate that and now it is my responsibility to make sure whatever time that you guys are

investing I should make it worth your investment now this is what we are going to do in the next two sessions so this

is a two-day boot camp today we are going to cover about two hours and tomorrow we are going to cover about two

two and a half hours and this is what we are going to do so in these four hours we are going to cover and we are going

to help you answer four important questions question number one is what do product managers do okay what

exactly do you do as a product manager if you an aspiring product manager you'll understand what your life is

going to look like if you're already a product manager you'll understand how you can optimize your workflow even

further okay the second part is what skills are needed to become APM so now once you have understood what you need

to do then you'll understand how would you do it what are the skills that you need in order to excel in this

particular Ro eventually after that we are going to talk about about that what does a career in product management

looks like what does a PM career in terms of what are the designation that you are going to get what is going to be

your scope of your job what is the kind of salary that you can make and then eventually we are going to talk about

one of the most important questions which is how can you become a product manager coming from any background and

how you can and if you are already a product manager how you can get to a better company okay so these are the

four questions that we are going to answer now everyone tell me in the chat from 1 to 4 which is the most important

question for you in today's session out of 1 to four which is the most important question for you from today's

session four yes it's generally two or three or four

right but understand guys if you think about it logically the most important question is actually question number

one these things matter to you but they do not matter to the company as a product manager you should learn to

First give value rather than drawing the value out of uh out of the opportunities okay if you don't do this if you don't

know this these things cannot work understand question number one is the foundation

just give me a moment just give me a moment yes

yes so this is what we are going to do first we'll talk about this the most important question and I'll also tell

you why it is a common mistake that people make which is they do not understand actually the job and then

they want to and they go ahead and start aspiring for a product manager and that is a common mistake that people okay the

other parts are skills what PM's trajectory is going to look like what your career is going to look like and

then we are also going to talk about in detail no matter what kind of background that you are in today QA ba developer

engineer product manager how you can get to a better product Ro that we are going to understand okay and

everyone the session slides

recordings session slides recordings notes and all the sources

that I'm going to talk about will be available to each one of okay what you need to do is you just just need

to remain till the end of the session today and tomorrow and you have to fill a feedback from in the if you fill that

feedback form then a team will find you and they will send you the all the details all the resources from the

session including the recording and slides over here okay so just till the end of the session fill up the feedback

form and then you can get all the content okay so this is the agenda and then this is

the outcome of the session I am not promising you that you will go ahead and become a pro product manager after just

doing this today boot camp but my promise is that that if You observe this session carefully if you focus on this

session then definitely you will be feeling motivated that I can also become a product

manager I can give you lot of examples real case studies real tactics and strategies which will give you a clear

path a hard but clear path to become a product manager okay so tomorrow I'm going to ask whether you feel motivated

about your career or not and I'll see if I was able to do a great J okay and this is the agenda we'll first do a quick

introduction that we have done then we'll talk about CD product management then skills and career in product

management then tomorrow we are going to talk about how to get into PM R and then we'll take questions whatever questions

you have tomorrow we are going to discuss about each one of them okay and now before I could go ahead and tell you

about the topics of product management let us go ahead and set up some credibility that why should you listen

to me okay so how many people are able to understand this how many people are able to understand this meme tell me yes

or no in the chat everyone a quick yes or no in the chat if you're able to understand this

yes so what this meme means is that because everyone has access to

tools because everyone has access to a social network such as LinkedIn and Tik Tok and YouTube everything these days it

is very easy for people to give you Gan or give you let's say content okay but understand when this all content is

about entertainment fun music it's okay because if you are getting entertained there is nothing better than that you

don't cross question The credibility but when you are taking an important decision which is about your career

which is about framing almost the rest of your life then you should trust people who have actually gone ahead and

work the same part okay so with that being said This is Where I Come From so my

name is anit and I have been a product manager for around 8 years and my my journey started as an entrepreneur where

I got the flare of product management I was a co-founder at this company called my legal

work after that I started working for a company called shirros I joined as a growth product

manager there and then I was able to transition into a head of growth over there in a period of around two years

there I was able to take their product chos from a scale of 1 million people to 5 million people registered users and

and retention 7day retention from around 35% to around 70% week one retention after that I started working

for this popular company which is called in money where I was able to take the product from around 10,000 users to

500,000 users okay half a million I was also a product growth manager and eventually I work for a

company called as scalar Academy and they have a very popular product called as interv where I was able to take that

product from around 250k monthly active users to 3 and a half million monthly active Okay so this has been my J

okay now guys is there any company among these that you are already knowing of is there any company among these that

that you're already knowing of out of the three companies that IED all yes no Scala an IDE good

yes wonderful so now after doing all of this work I started educating people around

product management okay I started this along with my job and now I'm doing this full time and in the last three years we

have at hello PM help people become product managers so you take any major company of India there are very high

chances that there is one or the other alumni of alium working over there okay in the last three years we have helped

so many people get into product management from sales to product management from college to product

management from program management to product management from arts background to product management so we have been

able to help people get into product management I'm setting this credibility to make sure that you understand that

whatever whatever you are going to learn from this session this is coming from their experience and helping real people

rather than some theoretical okay yeah okay now with that being said let us go ahead and talk about the first question

the first question is what do product managers do the job of a product manager is much

easier than defining what product management is okay so I'll try to take a bet and then I'll help you understand

what do product managers do okay so to help you understand understand what do product managers do I'm going to help

you I'm going to take a help of the 3D framework okay so the 3D framework ISS that as a product manager you have to do

three things the first thing is discover what you need to

build discover is a creative phase where you get as many ideas as possible right after the discovery

phase you you go to the Define phase now after having so many ideas you have to fix on one idea you have to

design that idea you have to Define that idea you have to structure that idea so that you can hand it over to your team

so that they are able to execute this and then the last part is deliver now in

deliver you work with different kind of teams in order to take the product build the product and then launch them

okay let me help you understand each steps in detail the first part is called as

Discovery just a moment yes the first part is called as discover in discover what happens is

that you set that direction that these are the list of initiatives that we can take as product managers in order to

make the product better for the users and for the business so typically in a product management team what happens

that your company is going to give you some kind of goals let's say we have to increase the revenue from X to Y we have

to increase the user attention we have to grow the number of users who are using the product we have to increase

the market share or we have to solve a particular business problem okay so the business generally gives you goals and

after that you understand the users you talk to the users you conduct surveys you do multiple things in order

to do the user research okay and after doing the user research or parall to doing the user

research you also do the market research Market resarch means what are the trends that are going on in the

market right similarly what are the things that your competitors are doing so that you are able to understand what

are the gaps and how you can fulfill this Gap in order to make a better F okay and eventually you also take help

of analytics analytics or numbers whenever people are using your product for example right now you are attending

a zoom session so I know how many people are attending the session then I can see at the end of the session how many

people are there and then I can see that what are the strategies that I can Implement to make sure that people are

staying in the session similarly for any kind of product if you see there is a lot of data that is being generated and

as a product manager you need to understand this data so that you can further improve your product and you can

help your customers and you can help your business achieve its goals okay so four things that we do in the discovery

the first part is business goals second part is user research third is market research and the last part is

analy okay by combining all of these things you end up having a lot of by combining all of these things you

hand up end up having a lot of initiatives okay and now in order to in order to make sure that you are able to

be as productive as possible while doing all of these things what we'll do is we will use take

help of multiple tools so to measure the analytics you will use tools such as Google Analytics

such as mix panel in order to conduct surveys for user interviews and research you will

use tool such as type form such as Google forms in order to synthesize your research let's say you

have a lot of you have done a lot of competitive research and market research now you have to show this information to

your Executives you cannot send them complete document you have to create some structured documents you have to do

a lot of research with a lot of content and then go ahead and structure the content into

summarization and for that you can use tools such as chat GPT or another tool called as notebook

Len tell me yes or no in the chat if you if anyone of you has used notebook LM in the past tell me yes or no in the chat

if you have used notebook LM yes or no no no no no no no yes yes no yes no no yes

cool so first what I'll do is in the resources section like once the both the sessions are over I will give you a

video on AI tools for product managers that we have recently recorded I think a month ago where you can understand how

to use all of these tools along with a lot of prompts that can help you as a product man okay so that we will share

along with this understand it does not happen that you are always going ahead and talking to

the users and then users are telling you most of the time what you need to do is most of the time what you need to do

is just go ahead and make sure that whenever customers want to send you feedback for example you give some

service or you give some product to a customers and then customers did not like it so they are going to put a

review on Play Store on app store right similarly they are going to complain to your customer support sometimes they are

going to let's say complain on Discord or some other websites so you need to have a tool or a process

where from all the resources you are going to collect the feedback and then you are going to understand that

feedback in order to convert this into an or a feature okay for those kind of work we have a tool called a scanny

there is another tool for the same work which is called as craft for how does the tool work let me show

you so let's say if I go to canny this is how it works build better products with customer feedback and it

is very easy to understand so your customers are giving you feedback from all of the

apps it will get automatically collected and then it will give you a wonderful view so that you are able to understand

what customers are talking about so that you can take some initiatives okay so this is one tool

another tool of the same caliber is called as craft full this tool also does the same okay it is going to collect

feedback from multiple places and then it is going to make sure that you are able to utilize this

feedback okay so these are the some tools that you are going to use in the first phase which is Discovery

understand as a product manager Discovery is one of the most important faes this is like setting up your

direction okay if you set your direction correctly then even if you are walking slowly you should be able to reach over

there but if you set just one degree here and there then it will be difficult for you to go ahead and post okay so

Discovery is something that is a good Marc between a good pm and a great P understand both PMS are able to execute

but Discovery is something that differentiate between a great pm and a good PM okay so this is the first part

which is called as this J okay to give you an example

understand this is one feature that is created by swiy swigy is an Indian app that helps

you get your food at home at your doep you can just order food at your home it's a delivery app now what happens is

that sui was facing a problem understand the business problem the problem was that people will order from swii and

after some time they will come to the customer support in order to cancel the order okay now when they come to the

customer support let's say this is the user he comes to the customer support and he

says that you go ahead and cancel my order and when these cancellation request appear what happened was first

of all it will take a lot of time for their customer support people it was costing them a lot of time second was

if they canel the order then the restaurant that has already started preparing the order their food will get

wasted right and if the customer support says no Then the customer will not be happy for the next

day right so in order to solve this problem understand there are two problems first problem is if you don't

cancel then the customer is not happy and if you cancel then the restaurant is not happy so you have to balance between

the users and the customer needs users and the business needs now what swii did was they did a lot of research so this

was a problem that was reported by user research and market research then they did an analysis of

analytics and then they were able to understand that whatever are the genuine requests let's say imagine a situation

that when would people would genuinely want to cancel an order people genuinely want to cancel an order when they have

mistakenly placing an order okay and they're generally able to understand that they have mistakenly

placed an order within 2 three minutes of placing the order okay so what happened they created as a solution for

this they created a small timer on the order confirmation screen and the timer was

that we will give you 2 minutes in order to cancel the order if you cancel the order within 2 minutes that's not an

issue your order is will be refunded but if you do after it your order will not be cancelled now because of which what

happened people who genuinely want to cancel the order because of a mistake they were able to do

it and the restaurant will only get the order after these two minutes have passed to make sure that they are not

wasting any raw materials or not creating something that can be cancelled okay so this is one way

through which sui was a to balance the user needs and the business needs by making sure that yes they are able to

cater to both the parts okay a quick yes or no everyone if you're able to understand this

yes now let's move to the second part okay there is one more feature that zato develop so initially

we talking about s now we'll talk about zat okay so there was one observation one of the data analyst or product

analyst we they were able to understand that boss we need to they were able to

understand that the distance from the place where the user is

ordering is inversely proportional to the rating okay the distance from where the

user was ordering the food is inversely proportional to the rating of the resturant okay rating of the restaurant

as in the rating that I'm giving to the rest okay which means that if I am ordering from a restaurant which is

under 4 km then my rating could be 4.2 if I'm ordering from somewhere which is from 4 km to 7 kilm my rating would

be a little bit less and if I'm ordering above 7 km then the rating would be a bit more less so from analytics they

were able to find this Insight can you guys tell me can you guys tell me why is it the reason what could be

the reason for this very good so if you order from a place that is far far far away from you

there are two things that happen first is the order will arrive late so you will feed a lot hunger seven is it might

not second is it might not arrive as fresh right because of which you might not be able to let's say get the best of

the picture so this was found from analytics and validated by common sense right okay so this was there

and because of this zato launched a new feature which was so this feature so initially it was not a breakup then they

launched something called as distance based ratings where when you click on a rating you should be able to

understand okay can you guys tell me what is the benefit of zomato in this case why would zomato do

this think about it and tell me in the chat why would zato do this understand for product for building

a product you need a business perspective and a user perspective what is a business

perspective yes very good some of you are able to understand this okay so what is

happening is here because you are seeing this rating you

are more likely to order from a restaurant nearby and if you order from a restaurant nearby and if are getting

the right dating mosta the quality of the food is better and then you will become a better customer for zato and

then you will have better retention and better experience that is one part but the major part is that the cost that

zomato pays okay the most of the the uh uh the cost center for zato is the delivery if someone has to travel from X

to Y they have to pay some small delivery but they are going from something which is far from X then they

have to pay more delivery charges and maybe the person who is traveling they also have to spend more of petrol or

fuel okay now with this particular feature people are more likely to order from things that are places which are

nearby that and hence zato can optimize the roots and they should be able to save some

time and money on delivery because of which they will be able to save a lot of cost right so this was a business s that

if you are ordering from nearby tomato is going to make a bit more money from your

order or save more money from your order because cost of Transportation would be less very good at right so this is the

the second example of Discovery so in the first example it came from lot of support request lot of user research and

then they validated with data and then they created a feature in the second example or second case they started with

analytics then they put their common sense then they understood how we can solve this feature and then they also

understand that there is a business perspective to the same right now

guys tell me on a scale of 1 to five if you're able to understand what is Discovery and how it is helpful for you

as a product manager wonderful great wonderful now let's talk about the

second pH now the outcome of Discovery is that you should have a bunch of ideas that this is what we can Implement okay

now the second part is Define define means now you are you have

let's say a high level idea by doing the research by understanding business goals by doing the market research us the

research analytics by using all of these tools now you have have a lot of ideas Now understand as a product manager your

situation is like this okay look at this diagram carefully and tell me in the chat what is

happening here yes everyone has their own point of view their own opinions their own

perspectives right so what is happening in this diagram is that let's say a set of

blindfolded people were exposed to an elephant someone who was touching the ear of an elephant they thought it's a

fan someone who is touching the legs of an elephant they thought it's a tree someone who's touching the

tail of an elephant they thought it's a ro but in the end the bigger picture was something else so you as a product

manager have to show people the big picture and you have to keep your team

alive it is your responsibility developers will think that development is the most important part of a prod

designers will think that Designer is the most important part before the product is created after the product is

created if it has not worked then for developers design will become the important part and for design the

developer will development will become the most important part okay so you have to understand that all of this things

happen in product management that is why it is your responsibility as a product manager to

bring Clarity on the table to bring alignment on the table you as a product manager might get very

ambiguous goals but you have to structure them do the research and make sure that they are able to be understood

by your people who execution okay now

for that we have a definition case so all of this conversion of ambiguity into Clarity happens in a phase called as

definition pH in the definition phase what we do is first of all we prioritize from the discovery phase you can have

multiple ideas there are multiple ideas to go ahead and maybe reduce the delivery

charges there are multiple ideas to let people not cancel the order but some ideas win some ideas do not wi okay okay

so you have to prioritize because you do not have all the resources and the time in the world so you have to prioritize

on the best thing that is helpful for your users and your business the second

was metrics and goals now in product management you have to be

objective why are you launching this idea why do you want to pursue this idea why should I invest in this particular

idea okay for that you need to have clear metric and goals okay here in this particular example that

I've shared with you the goal was to reduce cancellations after the restaurant has

started creating the a right and to reduce the number of chats that are coming to the customer

support after that okay similarly here the goal might be to reduce the cost of

delivery or to make sure that users are giving even better ratings to the restaurant right eventually if someone

is able to find that if I order from this restaurant of 7 km the food is not good so they'll not order and people who

are nearby they are going to order and eventually the rating of the restaurant and the experience of the user will go

up right so these are the goals right so as a product manager you need to understand metrics and

goals as a part of resource I will also send you a session on analytics for product managers where you will

understand where you will understand how do we go ahead and actually look at product analytics how do we decide

metrics for any kind of feature of and eventually how do we measure the third part is product

requirement now you have Clarity around prioritization and metrics and goals now you have to pick up that

feature then you have to create a detailed document of what you want that feature

to okay that is called as a product requirement docum okay so in product requirement document what we do is we

generally write although I'm going to share with you a video on how to create a product requirement document which we

have created for free but right now I'll give you a high level so in a product requirement document you generally start

with why why are we building this product so here you will be mentioning what is the

objective for the business and what is the objective for the users why would they get this product why would they

want to have this product okay then you talk about more details of the users and whatever research that you have

conducted what are the problems that you sol then eventually talk about what what is a feature have you created some

designs have you created some wi frames whatever you have created you have to showcase at over eventually you also

write timelines you also write metrics and then you give space for

other people to add their comments always always remember that

PRD is a live and collaborative document live means it is ever evolving

you will create a PRD then you will find something that no it is not matching then you will change the PRD you will

launch the product you will get some update from the users you will look at analytics you'll get the feedback then

you'll again addit the pr similarly it is collaborative the product manager is the

creator of the PRD but he is not the only contributor Your Design Team your data team your other teams can also

contribute to the okay and always remember the most important part always remember

the most important part is product management is

a team sport product management is a team sport you have to act like a team when you are

doing product management understand developers can develop Without You designers can develop designers can

design without you but you as a product manager will never be able to launch or build product without the designers and

the developers so substantial product set at least okay so understand the value of Team a product manager is the

amplifier of the team if the team can do 1 + 1 equal to two with them a product manager has to make it a okay so you are

the amplifier of this team right and we do all of these things we do all of these things to make

sure that we are able to give Clarity to the team so that they know what do we because if everyone is not on same page

they are going to do everything in the world but not what is required okay so as a PM what you will do is let's say

this is the designer this is the developer this is the support team okay

you have to make sure this or any kind of team you have to make sure that everyone is working in the same

direction and that also is the direction of the comp if a PM does not exist then what will happen

he will work in this direction she will work in that direction and they will work in that direction and Company

direction is something else okay so a product manager brings Clarity to the table as a product manager

responsibility is to bring everyone on the same page and convert ambiguity into

Clarity right a quick yes or no everyone if you're able to understand this amazing now let's go

ahead and talk about some of the tools understand in order to bring Clarity in order to document all of these stuff you

need to some tools can help you out okay one such tool is confidence and notion

conference and notion are used to create

documents okay conference and Notions are used to create documents they are like Google dogs with some more Rich

features so that you are able to collaborate with multiple people and they will also help you make sure that

you are able to create some documents which are shared with everyone okay with role based

access the second kind of tool is wireframing tools or this now you have some idea in your mind and

if I try to help you explain that idea maybe you'll not be able to do a great job because words are not enough and you

might have heard of that a picture is worth a thousand words in that case what we do is in order to explain our ideas

better we try to create wireframes and wireframes are created by things such as figma and vmic so these are the two

tools that we generally use for creating vs a quick yes or no everyone if you know how to create

wireframes everyone a quick yes or no if you know how to create wire frames okay so what you can do is uh

although I'll share that video with you uh on the in the resources but you can also search for

figma for product managers on YouTube and you should be able to see a 50 60

Minute video from me where you'll be able to learn figma from scratch for product managers and how to use it for

vs okay but it's an important tool to learn as a product Man Okay the third kind of tools is Trello

Anda so now you have created a whole document but you understand that maybe the engineering leader will read the

document but maybe the developers who are let's say midlevel they might not be able to read it they don't have time so

for then what you need to do is you need to take your whole document break it down

into task and then assign these task in a project management tool to your team so that your team is able to execute it

okay so Trello and jira are nothing but too managers for your team you write the too they do the task and then you get

updated and then you are able to see how productive your team is so these are able to do the project management part

of product which is completing the task okay so these are some of the tools

that you use as a product okay can you guys tell me which of these tools have you

used before which of these tools have you used before chir noan figma all wonderful

wonderful great you guys are great great amazing this

is there are some accomplished people in the chat as well great thank you guys yes

now the third part is now here as a product manager you have built a strategy you have built

documents you have brought the team together now the last part is the delivery

part and in delivery actually multiple things happen the first thing that happens in

delivery is the real design the second thing that happens in delivery is

the development you go ahead and assign it to the developer and they do the work

and the third thing that happens in the delivery is the

distribution right so design development and distribution happens in the delivery p so what you do is you work with

engineering design sales and marketing team in order to actually do the work and make sure that you're able to

understand if team is going in the right direction okay here you need a lot of proactive

commun right the second part is experiment setup whenever you go ahead and launch a

feature it is not true that every time your feature is going to work no matter how much no matter how much research

that you do so what you do is you try to experiment things whether this is working or not

working okay you will set up data you will do AB testing and all the third part is you will create a

goto Market strategy what is a go to market strategy go to market strategy is when you are launching the product

when you're launching the product how will you make sure that enough people are actually using this understand your

work as a product manager is not to build features your work as a product manager

is to deliver the business outcomes and solve the user problems and that can never be done without creating a good

launch plan for your and in goto Market strategy what we do

is in a goto Market strategy or a GTM what we do is we generally do three

things okay the first part is you define what is your value proposition which means who are the

users what are the problem that you are solving for them and what is your

solution okay who are the users what is the problem that def face and what is the solution okay if I take an example

of swiy for swiy users are people most of the people who let's say want to eat

something out want to eat something when they don't want to cook at home okay that is the user and you can divide the

users into further categories sometimes Bachelors sometime people who are living with nuclear families sometimes people

who are having parties at home these kind of people right and some people who are just having craving of some let's

say some special similarly after user we have understood their problem what are their problems

they want to have food as soon as possible at better rates hygienic food right and then what is the solution we

can create an app up a digital app where we can onboard restaurants we can give them a set of policies and then we can

make sure that people are able to use this interface in order to order food and we will also make sure that

restaurants are facing a problem that restaurants are not able to cater to the orders because they don't have uh let's

say the human manow to deliver the order so we can also give them the delivery voice right so that is the users the

problems and solution with which you get a value proposition why would people use your product that is the question that

the value proposition answers okay the second is what is the

message or communication what is going to be the communication how will the product make

sure that it is able to communicate itself very nicely right and the third part

is the distribution Channel where are you going to distribute this product okay if you are promoting your

product on social media then social media is a distribution Channel if you are promoting your product on YouTube

then that is a channel if you're launching your app on Google Play store or Apple App Store that is a

distribution channel right if you are going to a Fest or an event where you are talking about the product then that

is the distribution Channel okay Twitter was launched in a big Tech event in US called as South X

Southwest so that was a distribution channel for them right so value prop messaging and

distribution okay and guys understand that all of these things will also require a lot of market

research competitive research data analysis because without this you you will not be able to

create right so this is a simple 101 understanding of a creating a go to market okay and then you will launch the

product and you will analyze the by launch analyzation I mean launch and analyzation I mean that you'll be able

to understand that yes we have launched it this is the data that we got this is what we were expecting in terms of goals

and business goals and user research are we able to achieve it or not if we are not able to achieve it how do we improve

it next time if we are able to achieve it then what is the next initiative that we need to take okay and here also you

will use multiple tools some tools such as mix panel for analytics goal optimize it is not there it is not there anymore

so you can use other tools such as optimizing and VIs website Optimizer VW okay and then clever tap

and J J is used for let's say if your customers use the product and if they find some kind of complaints then

customer support can use J in order to get their feedback and then they should be able to file it as a ticket for the

dev okay you can also use scanny and craft full here in order to get feedback from people after you have launched and

the third part is clap so clap is a tool that helps you send emails and notifications to your customers let's

say you have got 100 customers to and then next day You observe that only 20% people are coming so for that 80 people

you have to send a notification or email to remind them to come back to the pl that is what

CL okay so these are the three things that are product manager they discover the initiative

they detail and Define the initiatives and then they pursue the ini initiatives with their team in order to make the

customer and the business successful okay now everyone tell me how many are feeling

like this tell me yes or no in the chat if you're feeling like

this no no no no no no no wonderful you guys are yes I think you guys are sharp you

are able to understand everything at once but before you could understand that a case I cannot trust that you

could understand the okay so let's try to go ahead and do a case study and here we are going to consider

a very simple example okay a simple example is now guys observe this situation okay observe the situation the

situation is this is called as up.co this is a website that claims to

be India's number one professional platform okay so many jobs and so many cities now they are facing a problem a

business problem the problem is let's say about 100 people come on this website every day let's say about

100% people come on this website every day only 3% are actually registering on the

website 100% people are coming on the website only 3% people are registering now tell me everyone in the

chat tell me everyone in the chat what would you do look at the design carefully wait one minute and then

then collect feedback from visitors no clear CTA UI is not appealing improve the hook

and feel of the design is poor no search no registration

option landing page design is poor great so let us try to see so sarak

suggests that we need to make the UI more engagement friendly Samir has a

point that registration button itself is not highlighted so she might highlight it jna has a

point that we should remove any fees if it is there to experiment and maybe I can take one

more H Nea blessing says that yes and neoma says that add a filter

feature so that users can streamline search by okay so and you guys have put in I think more than 100 ideas in the CH

okay apart from few inputs everyone is actually doing a

mistake okay first of all the process that we are doing right now this is how we do the discovery we ask her team we

try to brainstorm as many ideas as possible and we also try to bring data take a step back understand the users to

the market okay but generally this is what everyone comes up with okay and here we are making a

mistake the mistake is that we are playing the most common game the most

loved game by Humanity okay so what is the most loved game in your country that most of the people love to play tell me

in the chat cricket cricket is not so popular when I'll tell you the name of the game

you'll understand so Cricket is something that we love to watch not to play but I'm going to talk about is

something that you people love to play yes very good I think some people have already attended this master class

in the past so yes cool so the favorite game is jumping to

conclusions okay generally humans tend to jump to conclusion because we think that we have the sharpest mind in the

room and then we try to come up with the solutions okay it is because of the evolution that has happened but it's not

a bad thing but in product management is definitely a bad okay so always remember in product

management remember this phrase take a

step take a step back observe what is happening understand the situation and then take action that is what you are

being paid for as a product manager right so you product management is a strategic Ro understand the

situation I'm not saying that you should not take the action but action should follow strategy or a lot of

reflection okay so understand guys it might happen that we are doing all of this G around this could be a problem

this could be a problem I only shown you half of the page okay there could be so many things at the

bottom okay or it could be possible that this website is actually not working because

the speed was very low the the website takes a lot of time to WR that is why people are not able to

use this and you don't have to do any of the things that you have mentioned in the

chat okay so now what we'll do is we'll try to understand what is a product manager you

could have done okay so the first thing that we can do is the Discovery part okay in the

discovery what we will do is the first thing is we will understand the

users we will also look at session recordings plus analytics what is happening there okay

because understand if you're talking to the users you can only talk to the users who

have already registered on the website right because you have their information their email ID and their phone numberers

you'll not be able to talk to the other 97% users why because they have not

registered so if these three person people tell you anything you cannot take it by face F because there is something

called as survivorship bias which is people who are successful they are only going to tell you one part

of the story if you want to understand the whole part of story you should also talk to people who have not been

successful okay so talk to users and because you don't have have access to all the users what you will do is you

will observe the users to analytics and session recordings okay session recording is you put some analytics in

your product and whenever people are using your website or an app you should be able to see how they are using your

product just like a video recording okay a free tool to do session recordings is

Microsoft Clarity you guys can note this down it's a free tool that can help you record the

sessions okay now after this you talk to the stakeholders stakeholders asn't you will

talk to the marketing team the sales team the development team the design team in order to understand if they have

some kind of perspective it might be possible that here they have mentioned that it is than 70 plus

cities 70 plus cities means that they are actually present in the tier 2 cities of India as well Tier Two Cities

such as Agra such as solapur such as

silent where English is not the first language and the whole page is in English right so it might be possible

that the marketing team is actually promoting the product at all of the places but the page is created in only

fun language so that could be an issue right and similarly you will also go ahead and do the market you will look at

competitor you will go to no.com you'll go to LinkedIn you'll go to other competitors directory IND Direct in

order to understand what are the things that we can improve where are we La okay and after doing all of this

research you will create buckets you will create teams that these are the high level problem first problem could

be lack of trust on the website there are no logos there are no Awards there is no number of people so people don't

trust a website that could be one problem second problem could be the value proposition is

not which is people don't know whether this website is for blue color workers white color work workers how do I get a

job these things are not the third thing is irrelevant traffic might be possible that the website is created for tier 2

three audience and then you are promoting it like a tier one audience in English right and the third part is slow

website it could be as well possible that this website is actually very slow so if you go to your Google

analytics if you go to your Google analytics as a product manager you are able to

find that people who are using this website from a 4G network or a Wi-Fi they are signing up there the

conversion rate is 90% but people who are using it from a 3G phone or not so good internet

connection they are only registering 1% and aggregate is around 3% so now you understand that maybe

problems are not these problem is maybe a slow website and then you will work with the engineering team in order to

identify it in order to correct it but as a product manager you need to understand how to use Google analytics

in order to use this well okay so this is how you will do the discovery

here a quick yes on everyone if everyone is able to understand this wonderful so now what we'll do is

before going to the next step we will take a quick quick break of 5 minutes right okay so quick break of 5 minutes

go ahead get up from your chair drink some water and come back okay I will start the timer just come in the session

before the timer ends go ahead guys take a break drink some water come

back e e

e e e

e e e e

hello everyone welcome back please write I am back in the chat if you are back great cool now again time to focus in

the session yes now let us go ahead and talk about the next part okay so we

have so far talk about so far we have talked about the 3D model I told you what happens in

Discovery you understand the business goal you do the user research you do the market research and then you look at

analytics in order to have a list of initiatives and there are multiple tools that you use in order to look at data in

order to collect data in order to understand how the customers are giving inputs to your prod after that I give

you a couple of case studies on around sui how they were able to balance the cancellations with restaurants and the

users by creating this interesting feature of waiting for 2 minutes after that I talk about distance

based rating for zato so that they are able to motivate people to order from restaurants which are nearby their house

okay and then we talk about the definition part where we talk about you have to do privatization you have to do

metrics and goals and then you have to write a PRD I've also told you at a high level what a PRD needs to contain and

there here also we have a lot of tools and the most important part that we need to understand here is that the product

management is a team after that we talk about the delivery part where you have to do the design the

development and distribution with your teams Marketing sales design development and all and then we eventually talk

about go to market strategy and there are multiple tools that you can use in this form in this particular stage and

then we started discussing about a case on up. where I told you that this platform is facing an issue that their

conversion rate is only 3% okay and then you guys gave me a lot of uh ideas around the same and I have

told you how they would have done the disc okay now after the discovery part we will talk about the defined part

so in the defined part we are going to priortize the problem what are the major problems by that for that you have to do

more user research more market research similarly we'll brainstorm the solutions we will understand and we will create

wireframes and flows then we will prioritize Solutions and then we will create eventually a plan of action and

deliverable at this Cas is PRD or a concept note you have to decide metrix and then you have to give the timelines

and other understand timelines are always given in sync with the designer and developer understand you should

never as a product manager give timelines on behalf of other people don't give timeline on your face

value talk to the people who are actually going to work on that feature before you get the time

okay now let's talk about an important part which is priortize

and priortize okay so prioritization prioritization is a very

important skill for a product manager why because you don't have all the resources in the world you have to give

the best value to the customers in as less time as possible and you have to work on the best

initiatives okay so here what we'll do is we will try to understand what are the things that we can do okay so

here although for privatization there are many many models one popular model is

mosow another popular model is Rise another popular model is K model there is something called as hypothesis

div testing hypothesis div pration okay but we'll not understand about every of these okay most of the time if you

implement these Fe these Frameworks you are generally doing Overkill okay I'll tell you a very

simplistic framework that will help you in more than 60% of scenarios and almost 100% of the interview scenarios okay

that model is very simple but before that guys tell me let's say if I give you many things to Cho choose

from how would you choose or how would you prioritize on a particular thing how do you prioritize in your life tell me

in the chat let's say you have to choose between two mobile phones or smartphones

which one would you choose okay so based on the situation is the bad

answer okay if someone asks you a question as a product manager don't tell based on the situation yes it will be

based on the situation but you at least have to give some variables okay you have to at least give

some variables for example whenever you go ahead and try to take a decision or let's say you are

looking to buy a phone the first thing that you do is you try to understand why you want to buy a

pH right you also understand once you understand that yes you actually need a phone for example if you have just

bought a phone last week why would you go ahead and try to buy a new one so the Deion is going to end there okay once

you understand the why then what you do is you break down your decision and the data into two

parts the first part is what is the benefit of that product benefits such as Fe features or

something else and then the second part is what is the cost of

that and things with the best part and the lowest cost is going to win right this is also called

as cost fin

analysis okay this is a very common sensical framework you actually use it almost every

day right so now if I have to transform this into product management term I can tell it

as Impact versus effort

analysis right Impact versus effort an you understand what be the business

impact and what could be the user impact of this particular feature right and then you talk to your

engineering team design team or other teams in order to understand what is the cost of this building this what is the

effort in terms of man hours in terms of months Week Money anything okay and

eventually this part comes from pm and the business team and this part comes from the

engineering or the operations people who are actually going to work on this okay now once we have understood this once we

have understood this we have to understand what are the sources of this impact how do you

estimate this impact so this impact comes from us

research market research and your experience and intuition okay on the basis of that you

decide a number and you assign it a number okay a quick yes or no everyone if you're able to understand everything

so far cool now yes

now with that being said let me give you maybe a small example let's say we are creating a

new we have created a small Social Network new Social Network okay and our business goal

is to increase engagement on

platform okay now based on that we have done the user research we have done the market research and

then we have done the user research we have done the market research and then we have came across the impact and

effort analysis so we have got multiple feature ideas from the teams we have done the discovery the first feature is

we should launch P2P chat people should be able to chat with each

other the second feature is we should write we should let people to add

emoticons and images in comments and the third feature is

push a premium profile people can have a blue te on their profile for some money okay and the fourth feature

is people can upload videos short

videos okay now what we'll do is these are the features okay now we will understand the impact and the effort

impact and efforts are generally the guests on a scale of 1 to five one means lowest impact five means higher impact

effort one means lowest effort and effort five means highest efforts so we need to Target for low effort and high

impact okay a quick yes or no everyone if you are on the same page cool now

now let's go ahead and talk about something more interesting okay so let's try to do the guesstimate

here let's say P2P chat is helpful people would want to chat on P2P but let's say there are other platforms

available such as once I on a new social network if there's a P2P chat I can maybe exchange message with that person

but then eventually I'm going to share my WhatsApp message or Whatsapp uh with them and then or I will send my email in

order to exchange messages so yes it's a helpful feature but not as much so we'll give it a