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איך לדבר בשפה של מנהלי מוצר? / צביקה קליינמן

UXI Live
February 23, 2020

איך לדבר בשפה של מנהלי מוצר? / צביקה קליינמן

איכפת לכם מהמוצר ויש לכם רעיונות מדהימים איך לשפר אותו, אבל, לפעמים הפיצ’רים שלכם נשארים במגירה ולא זוכים לצאת לאוויר העולם… נשמע מוכר?

בהרצאה, יסביר צביקה מה באמת מעניין מנהלי מוצר, איך המוח שלהם עובד ויספק כלים מעשיים איך לספר את הסיפור בשפה שמנהלי מוצר מבינים (ולא יכולים לסרב). בנוסף, ישתף צביקה בסיפור הצלחה מ-Chegg, בו הוביל ארגון ה-UX שינוי משמעותי תוך רתימה מלאה של מנהלי המוצר והארגון כולו.

UXI Live

February 23, 2020
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  1. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved IMPACT 4 Acquisition? Conversion? Engagement? Retention? Referral?
  2. vs.

  3. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 7 $5B (37% YoY) 15M Students (MAU) 6M Paying 1600 Cheggers (100 in Israel)
  4. Three Questions PMs Ask: What’s the opportunity / problem? 1

    Is it big enough to matter? 2 What does success look like? 3
  5. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 10 What’s the opportunity / problem? 1 MY IDEAS
  6. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved Is it big enough to matter? 2 11 11 +1,000
  7. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 12 1. You know the KPIs 2. You know the Objectives 3. Impact Driven ideation 4. You influence The Roadmap What does success look like? 3
  8. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 13 1st month retention % CHEGG STUDY KPIs (Key Performance Indicators) Business KPIs Product KPIs # of content views KPIs 1 2 Objectives 3 4 Influence the Roadmap Impact Driven
  9. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 14 Objectives KPIs 1 2 3 Impact Driven 4 Objectives Influence the Roadmap
  10. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 15 IDEA Impact Driven Ideation BUSINESS IMPACT KPIs 1 2 3 Impact Driven 4 Objectives Influence the Roadmap
  11. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 16 Influence the Roadmap KPIs 1 2 3 Impact Driven 4 Objectives Influence the Roadmap
  12. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved Reach (1-5) Effort (1-5) Confidence (%) Impact (1-5) R.I.C.E Model Expert videos vs. Snap any problem
  13. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved R.I.C.E Model 5 5 80% 5 Expert videos Reach (1-5) Effort (1-5) Confidence (%) Impact (1-5)
  14. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved R.I.C.E Model 5 5 80% 5 3 4 60% 3 Expert videos Snap any problem Reach (1-5) Effort (1-5) Confidence (%) Impact (1-5)
  15. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved R.I.C.E Model 5 5 80% 5 3 4 60% 3 R * I * C E = 4 = 2.4 ✓ Expert videos Snap any problem " תא רפשל הצור ינא ה תייווח - onboarding " " תא רפשל ךרד יתאצמ ה - conversion ונלש " Reach (1-5) Effort (1-5) Confidence (%) Impact (1-5) * * : * * :
  16. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 21 Satisfiers Must Be Kano Model SATISFACTION FULFILLED ABSENT DISSATISFACTION
  17. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 22 Delighters Satisfiers Must Be Kano Model SATISFACTION FULFILLED ABSENT DISSATISFACTION
  18. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 23 Expert videos Snap any problem Delighters Satisfiers Must Be Roadmap
  19. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved Case study Chegg rebranding 24
  20. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 26 Competitors The students Us (Chegg) What’s the opportunity / problem? 1
  21. Confidential Material / Chegg Inc. © 2005 – 2017 /

    All Rights Reserved Is it big enough to matter? 2 Interest in this site Brand for me Helps me learn better Trust +14% +19% +13% +11% Conversion +4% 28
  22. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 29 +60% Use it +50% Want it
  23. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 30 1. You know the KPIs 2. You know the Objectives 3. Impact Driven ideation 4. You influence The Roadmap Recap
  24. Confidential Material / © 2019 Chegg, Inc. / All Rights

    Reserved 31 Thank You! Tsvika Kleinman about.me/kleinman v