Prodsnap Chapter 11: Where Ideas Begin: A Product Manager's Guide to Feature Sourcing and Problem Solving

As Product Managers, we're constantly asked, "What's next?" But deciding what's next isn't just about having a great idea—it's about knowing where to look for them. With countless stakeholders and perspectives, sourcing and prioritizing ideas can feel like navigating a maze. Enter the EMUC framework: Employees, Metrics, Users, and Clients.

This newsletter unpacks how to source ideas effectively, distinguish symptoms from root problems, and manage feature requests with a strategic mindset.

The Four Sources of Ideas: EMUC Framework

1. Employees: Your team is an invaluable source of insights. Designers, developers, and Stakeholders often have a front-row seat to process inefficiencies and pain points. Example: A design team’s critique of an onboarding process might spark ideas for improving user retention.
2. Metrics: Numbers tell stories. Analyzing KPIs, user behavior, and system performance can reveal opportunities for optimization. Example: Noticing high bounce rates on a critical page could signal a need for a UX redesign.
3. Users: The end-users are your ultimate customers. Engaging with them via forums, social media, or surveys provides direct feedback on what works and what doesn’t. Example: Social media buzz about delivery delays in quick e-commerce product might inspire changes to tracking systems.
4. Clients: In B2B contexts, clients are often distinct from end-users. Balancing their needs requires careful attention to their strategic goals. Example: While end-users want better search filters, a client’s leadership might prioritize dashboards for analytics.

Why Understanding and Solving the Right Problem Matters

A food delivery app’s customer support team reports a high volume of complaints about the lack of a “Cancel Order” button. They suggest implementing the feature to reduce customer frustration.

This scenario underscores the importance of digging deeper. Techniques like the “5 Whys” can help uncover the root cause of a problem rather than addressing just the symptoms.

Digging Deeper: Instead of jumping to the solution, the Product Manager starts by asking why users want to cancel orders.

• 1st Why: Why are users requesting cancellations? Users complain the delivery time is too long.
• 2nd Why: Why is the delivery time too long? Drivers are taking longer routes or facing delays at restaurants.
• 3rd Why: Why are drivers delayed at restaurants? Restaurants are receiving orders late or incorrectly.
• 4th Why: Why are restaurants receiving orders late or incorrectly? The system sends orders to the restaurant only after payment confirmation, causing a delay.
• 5th Why: Why is the system sending orders to restaurants only after payment confirmation? Delay in process handling.

Core Issue Identified:The problem isn’t the lack of a cancel button—it’s the delay in processing and assigning orders to restaurants

Solution: Instead of implementing a cancel button, the team decides to:

• Streamline the order assignment system to notify restaurants earlier.
• Offer real-time delivery time updates to manage customer expectations.

Managing Feature Requests with a PM Mindset

Not every idea is worth implementing. Feature requests can lead to unintended consequences if not thoroughly vetted. For instance, Twitter’s "filter retweets" feature led to content silos, limiting diverse perspectives.

To evaluate a request:

1. Does this solve a real problem?
2. What’s the potential impact on other features or workflows?
3. Will this create unintended consequences?

Conclusion

Ideas come from everywhere, but not all are equal. By leveraging the EMUC framework, digging into the root causes, and carefully evaluating feature requests, you can build products that truly solve problems.

Did you miss a Previous Edition? Catch Up Here:

• Prodsnap #1: What is Product Management?
• Prodsnap #2: What is a Product?
• Prodsnap #3: Types of Product Managers
• Prodsnap #4: Navigating Product Management Roles—Internal, B2B, or B2C? Find Your Perfect Fit!
• ProdSnap #5:- Understanding the Product Lifecycle: Lessons from Apple's iPod
• ProdSnap #6:- Product Manager vs. Project Manager vs. Product Owner vs. Program Manager
• ProdSnap #7:- Product Development Lifecycle
• ProdSnap #8:- Lean Product Development– Building Smart with Limited Resources
• Prodsnap Chapter #9: Agile and Its Methodologies: A Comprehensive Guide for Product Managers
• Prodsnap Chapter #10: Agile vs. Waterfall - A Real-World Perspective

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