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How do *you* manage products?
16th April 2015
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productanonymous.com
bit.ly/productanon
#prodanon
Find us
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Start-up session with xLabs
March 21st
At Xero
Upcoming events
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Saturday August 22nd
pcampmelbourne.com
@pcampmelb
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Redbubble - Nick Cust
Vicki Stirling
Zendesk - Aaron Cottrell
Envato - Luke Meehan
Stewart Boon
Our panel
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Product Management @RedbubbleVicki Stirling - Product Director (Physical)
Nick Cust - Product Director (Digital)
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Redbubble
● Online retail marketplace
● Crowd-source designs from
artists
● Produce physical products
individually, on- demand
● We are the anti-brand!
● We empower people to reflect
their individualityProducts
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About us
● Started in 2007, with a handful of
artists, attracting freelances
● 350,000 Artists
● 13 Million designs
● Delivering to 236 countries
● 2 global head offices in Melbourne
& San Francisco
● 120 people
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Two Customer GroupsArtists
● Ability to earn a living doing what they love
● Gain more fans and deeper connection
● We are able to do many great things, for our artists
Consumers● 90% outside of Australia
● Core Market is USA, Europe growing
● Attracting Creative Individuals from around the
world.
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Marketplace vs Retail
● Hold low stock
● Low capital costs
● Handle logistics & customer
service
● New designs created
everyday
● New product launch every
month
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Fulfillers
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Trending
4 stickers sold every minute 3000 t-shirts
sold a day
60,000 new designs
uploaded per week
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Digital Product Process
Teams
Product Vision & Strategy (Product Managers)
Teams Teams Teams Teams
Concept Exploration
Execution
TeamsTeams
UX PM
● Flexible Agile
Model
● Responsive
Website
● Continuous
Release
● No QA
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How Digital Product Has Evolved
Build
Test
Learn
Measure/
Evolve
Release
Rapid exploration of problems with
customersGet into the Customers’ head / Analyse user behaviour
Ideas to meet
Strategic goals
Concepts to persevere
with
Optimisation
AB TestMVP
Life
Improving
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Evolving into 4 CategoriesWear
T-Shirts
Leggings
Skirts
Scarves
Dresses
Live
Art
Cushions
Duvets
Stickers
Mugs
Carry
Device Cases
Skins
Bags
Accessories
Laptop Cases
Work
Journals
Calendars
Cards
Postcards
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Similar Paths to Growth
Business
Strategy
Brand
Strategy
Personas
Financial Plan
KPIs/Metrics
Review,
Learn &
Adjust
*1
Customer
Product /
Concept
Development
Market
Assessment
Portfolio
ManageProduct
Strategy
Product
Launch
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1. Speed to market
● Physical - Planning, Development, Sampling, Product that works for 13M
artworks
● Digital - Instant feedback - AB tests, quick and dirty versions
2. Validation of opportunity
● Physical - Based heavily on external market, trend insights (Macro)
● Digital - Analytics, effect on user behaviours (Micro)
3. Data/Measurements
● Physical - Sales & Profit.
● Digital - Numerous KPIs, different ways to cut data can be paralyzing
Key Differences
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Some Examples of Work
Same stuff as everyone
else
Designed and Developed
Bespoke just for RB
Point of Purchase
Developed through
data/customer insight
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Thanks For Listening
Vicki Stirling @sunrisejunction
Nick Cust @ncuste
Cameos - red
by Fabio Mancini
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© 2012 Copyright Zendesk Inc - Strictly
Confidential
How we manage product at Zendesk
Aaron CottrellProduct Manager, Customer Engagement
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© 2012 Copyright Zendesk Inc - Strictly
Confidential
• What we do
• Structure
• Challenges & how we overcome them
Outline
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© 2012 Copyright Zendesk Inc - Strictly
Confidential
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© 2012 Copyright Zendesk Inc - Strictly
Confidential
How Product is structured
CUSTOMERSUPPORT
CUSTOMERSELF-SERVICE
CUSTOMERENGAGEMENT
PLATFORM
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© 2012 Copyright Zendesk Inc - Strictly
Confidential
SAN FRANCISCO
COPENHAGEN
MELBOURNE
DUBLIN
SINGAPORE
Mobile
Voice
Help Center
Customer Support
Customer
Engagement
Platform
Infrastructure
Chat (Zopim)
Apps
Embeddables
Data
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© 2012 Copyright Zendesk Inc - Strictly
Confidential
Ongoing challenges
• Growing (product & engineering) org
• Collaboration w/remote teams is hard
• Priority alignment amongst teams
• Shared resources e.g. infrastructure
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© 2012 Copyright Zendesk Inc - Strictly
Confidential
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© 2012 Copyright Zendesk Inc - Strictly
Confidential
How do we work as a product org?
• Global alignment, local autonomy
• Co-locate scrum teams - PM, UX,
eng (& travel)
• Quarterly planning across teams
• Dogfood own products
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© 2012 Copyright Zendesk Inc - Strictly
Confidential
Some challenges as a PM
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© 2012 Copyright Zendesk Inc - Strictly
Confidential
Questions?
Also, feel free to email me:
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Product Director
Stewart BoonProduct Manager
@lukasm
Luke Meehan
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Establishing Product in a community driven,
bootstrapped company.
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Our Mission
To Help People Learn and Earn Online.
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Aug 2006 Late 2008 Late 2009 Nov 2011
At the end of 2011 there were 6 developers and the
founder doing “Product Management”
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Product People Product & Eng People
Product went from 3 small streams to 8 full ones,
while new strategy and marketing functions were introduced and all other
teams were growing as well.
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There was not much in terms of...
Governance structures/processes
Honed and co-ordinated working practices (agile was new)
Clearly defined/delineated areas of responsibility
Web analytics function
A team that knows each other
Stable teams
An organisational understanding of “Product”
Clear understanding of who the Community were and how to engage with them.
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We’ve come a fair way
Consistent (but always improving) agile practices
Prod Mgr and UX embedded in every stream
Stable teams
Role/value of product is clearer
Engagement and relationships within the Community through research, testing
and our forums
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When the community succeeds,
we succeed
Envato Values #1
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Our
Forums
“One negative response made me
think the world was ending and I
freaked out, but now it’s really
normalised. Now I don’t have to take
things so seriously.”
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Tell It Like It Is
Envato Values #3
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We’re still growing.
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Obligatory “We’re Hiring Soon” slide
envato.com/careers
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Thank you
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How do *you* manage products?
16th April 2015