▶️ https://youtu.be/7yUW0G8FhrA (English) ▶️ https://youtu.be/ZfBCIbSQRdo (Turkish) -- Presented: Draper University @ Silicon Valley, California, USA Largest Digital Marketing Event In Eastern Europe Digitalzone'18 @ Istanbul, Turkey

1. Understand, Identify, Execute
Rıza Selçuk Saydam
FRAMEWORK OF BUILDING SUCCESSFUL PRODUCTS
PRODUCT DESIGN LEAD AT FACEBOOK

6. Messenger Growth 📈

7. Messenger Lite ⚡

8. Messenger Business,
Monetization 💰

16. UNDERSTAND
IDENTIFY
EXECUTE

17. UNDERSTAND
IDENTIFY
EXECUTE

25. UNDERSTAND
IDENTIFY
EXECUTE

26. UNDERSTAND
IDENTIFY
EXECUTE

27. Understand your purpose
goal

28. Understand your
purpose
goal

29. keyword rank
page view
traffic
time spent
likes
followers
downloads
articles in media

30. keyword rank
page view
traffic
time spent
followers
downloads
articles in media
Metrics are NOT your goals.

31. Why? Why? Why? Why? Wh

32. Why? Why? Why? Why? Why? W

33. State your mission

34. AIRBNB
Help creating a world
where you can belong
anywhere

36. Give people the power
to build community
and bring the world
closer together.
FACEBOOK

38. Tudor Ice Company &
"Ice King" Frederic Tudor

40. Articulate your value
proposition, problem
you're solving for people

41. Set mission-driven goals

42. Define specific results
that are achievable and
measurable

44. Measure your progress

45. Todo List App - Example
• Help people efficiently get things done together
• A cloud-based collaborative task management app
• Create and share a task
• % of users who share a task 3+ times a day per week

46. % of users who share a task
3+ times a day per week

47. % of users who share a task
3+ times a day per week

48. % of users who share a task
3+ times a day per week

49. % of users who share a task
3+ times a day per week

50. % of users who share a task
3+ times a day per week

51. % of users who share a task
3+ times a day per week

52. A good metric is...
• Clear and specific: Desired user behavior, key action
• Normalized: Rate or ratio
• Comparable: Time-stamped, captured regularly
• Actionable: Shows real progress, not vanity
% of users who share a task 3+ times a day per week

53. Help you have meaningful
social interactions with
people you care about
FACEBOOK NEWSFEED

57. Help you have meaningful
social interactions with
people you care about
FACEBOOK NEWSFEED

59. Help you have meaningful
social interactions with
people you care about
FACEBOOK NEWSFEED

61. Help you have meaningful
social interactions with
people you care about
FACEBOOK NEWSFEED

64. Help you have meaningful
social interactions with
people you care about
MISSION

65. Your metrics should be as
unique as your business.

66. Homework #1 - Understand
• Use the project you're working on right now
• What is your team's core purpose?
• What is the goal of the project? Why does it matter?
• How do you measure your progress?
• Did everyone in your team write the same things?

67. UNDERSTAND
IDENTIFY
EXECUTE

68. Identify the best
opportunities

69. DON'T work on random
stuff

70. DON'T work on random
stuff & say "No".

71. Learn what worked well
failed

72. Learn what
worked well
failed

73. Break the problem into
smaller pieces

74. Rigorously define people
problems

75. Leverage research

77. Help people instantly
communicate with
their friends
MISSION

78. Help people instantly
communicate with
their friends
MISSION

79. Increase the percentage
of monthly active people
with push token
GOAL

80. people without
push token

81. logged
out

83. "I can't get new message
notifications from friends
when my husband is
using my phone."
PEOPLE PROBLEM

84. Log Out

85. Log Out
Switch Account

86. Log Out
Switch Account

87. Log Out
Switch Account

88. Increase the percentage
of monthly active people
with push token
GOAL

89. Help people instantly
communicate with
their friends
MISSION

90. Active Now

91. Active Now

92. Homework #2 - Identify
• Use the same project
• Have you looked at everything you’ve learned?
• Did you breakdown the problem into smaller pieces?
• Which pieces did you choose not to tackle?
• What is the people problem you're solving?

93. UNDERSTAND
IDENTIFY
EXECUTE

94. Execute the plan perfectly

96. Rally your team around
a common goal

97. Better process
Better communication
Better relationships/trust
Better product

98. Homework #3 - Execute
• Use the same project
• What are the top three priorities for the project?
(Whether yours or another team member's)
• Did everyone on the team answer these exactly the
same and in the same order?

99. UNDERSTAND
IDENTIFY
EXECUTE

100. Understand your goal, people pro
Identify best opportunities to wo
Execute perfectly on the plan, foc

101. QUESTION
EVERYTHING
ALWAYS

102. Thank You
Rıza Selçuk Saydam
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