Digital Product Management
Session 5
Recap
• User Persona
• A prototype of the user
• The iterative approach we do in customer development
• Ideate> Prototype> Test > Revise
• Customer/User Journey Mapping
• Understand the customer use context
• It may be done as Day In the Life Of (DILO) with Day Parting to understand the
user’s life/work and identify and place the problem in context so that it can
be defined.
• It may be done with existing products or prototypes to trace the interaction of
users with the digital product.
• Very popular in service-businesses to improve service performance and
customer satisfaction by identifying pains and gains
Jobs To Be Done
• Customers hire products to do the job they need to get done
• Products may change over time, but jobs may remain
• What is the customer trying to accomplish
• Customers have multiple jobs that they want to get done
• Get to a destination on time
• Find information easily
• Share memories and connect with friends
• Jobs Can be
• Functional
• Emotional
• Social
• What do you want to get done?
Jobs To Be Done
When ______________ I want to ___________ So that I can_____________
Situation Motivation Outcome
When I am tired I want a quick snack So that I recover my energy quickly
When I teach I want to have easy access to all my So that I can check for examples and
notes solutions
When I check emails I want to see the important mails So that I can respond to them
immediately
Jobs To Be Done
When ______________ I want to ___________ So that I can_____________
Situation Motivation Outcome
When I am travelling I want to check my office emails So that I can keep respond to
important ones
When I am traveling I want to stay connected to work So that I do not miss out on any thing
important
In the morning I want to remember every task for So that I can prioritize my task
the day
Pains and Gains
• Pains are problems and frustrations.
• Keep forgetting tasks
• Accidentally deletes email
• Important information gets lost
• Gains are those ideal outcomes
• What if I had some one to remind me everything
• A mailbox with only important emails
• All the data at fingertips
User Story Mapping
• A Visualization of the Journey a user has with a product from
beginning to end
• In this sense, similar to a customer/user journey map
• Includes all the tasks they are expected to complete as a part of the journey
when interacting with the product.
What are user stories?
• User stories (sometimes called epics) are the backbone of story
mapping.
• A user story is typically a unit of work a user needs to accomplish to get their
job done while interacting with a digital product
• A typical template
• As a [Persona type], I want to [action] so that [benefit]
• Example:
• As a programmer, I want to check off my tasks as I complete each one
so that I am continually updated on project progress
• As a user, I want to buy a product easily on this website
Steps to set up a user story map
• Set the frame.
• Who is the user
• What jobs are they looking to get done
• Map out the steps in the story.
• User stories > Epics
• Group and define.
• Slice your tasks and get your minimum viable product.
Another example
Slicing and MVP
