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The guidelines are an evolution of Adrian Agho's excellent Product Management 2.0. |
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Business KPI | Current level | Current level date | Goal level | Goal date |
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eg. onboarding flow success rate | eg. 50% | eg. as of July 2024 | eg. 80% | eg. October 2024 |
These KPIs and goals should be agreed by the Business Leader and all team members.
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Interviews should typically be 45 minutes long at least. The aim is to get deeper understanding to supplement that you gathered from quantitative data, surveys, and usability testing.
Try to have two people of your team in each interview. One person can take on the role of the interviewer, leading the conversation and building trust with the interviewee, while the second person acts as an observer/note-taker, capturing key details, behaviours, and insights that might be missed by the interviewer. This allows for different interpretations of the responses and leads to richer insights as each person may pick up on different details or nuances in the conversation. If the interview is not conducted in person, the second person (observer/note-taker) should turn off their camera to minimise distractions and ensure the interviewee feels comfortable.
Come prepared with a set of questions you’d like to ask. Start by asking broad questions about the person’s life, values, and habits, before asking more specific questions that relate directly to your challenge. A pro-forma template you can use to help formulate the right questions to ask is here.
Keep questions at a high level at early stages- do not dive into specifics on a product, or specifics such as asking ‘do you like this feature?'.
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A template to help identify themes is here.
Create How Might We questions (HMW)
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A template to help you do that is here.
Brainstorm ideas
Brainstorm ideas for solutions to each 'How Might We' question. Do this with all your team present.
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