PRODUCT OWNER

POSITION
TEST
Nguyen Le Mai Linh (aka Miley)
 Shopify Overview
Shopify has established itself as a leading ecommerce platform within the contemporary
landscape. Boasting a user base spanning millions of businesses worldwide, it offers a
comprehensive solution for all online retail needs. Shopify caters to businesses of all technical
proficiencies, from facilitating the creation of online stores to managing payment processing
seamlessly. This dedication to user-friendliness underpins Shopify's core mission: simplifying
e-commerce for businesses of all sizes.

Solutions: Key focus areas:

Online store builder Store setup, customization & management

Website builder Marketing and SEO Tools
Ecommerce website Advanced analytics and reports
Shopify POS system
Automated Shipping and Tax Calculation
High-Security Standards
Comprehensive Support
Abandoned Cart Recovery
Multilingual & Multi-Currency Support
 Shopify Overview
Key partners:

Agency Partners: Agency partners focus on helping businesses set up and manage
their Shopify stores. They earn revenue by referring clients to Shopify and have access
to tools for development and optimization.
App Partners: App partners develop and sell apps or themes specifically designed for
Shopify stores. They can reach a large audience of millions of merchants potentially
interested in their solutions.
Consulting Partners: Consulting partners offer consulting services to businesses using
Shopify. They leverage their expertise to help clients optimize their e-commerce
operations and achieve their business goals.
Technology Partners: Technology partners create software integrations or applications
that connect with Shopify's APIs. These integrations can improve efficiency and user
experience for merchants who use both Shopify and the partner's technology.
 Business model
Key Partners Key Activities Value Propositions Customer Relationship Customer Segments

Platform development and

maintenance Support for SMEs
Marketing and sales Shopify Plus support

Shopify app developers

Agency Partners Subscription-based e-
SMEs (small-medium business)
App Partners commerce platform
Large Enterprises with complex
Consulting Partners
business activities
Technology Partners Key Resources Shopify plus Channels
Facebook

Shopify platform Shopify platform

Shopify ecosystem Shopify apps

Cost Structure Revenue Stream

Platform development and maintenance Subscription

User acquisition Merchant services fee
Human resources Marketing
Question 2
How to define metrics for a new feature or product?

What are product metrics?

Product metrics are indicators that a business tracks and analyzes to gauge the success of its product.

To define product metrics, PO needs to keep in mind:

1.Metrics require context

Looking at metrics alone can be risky and misleading. To make good decisions and define informative and actionable metrics, it’s
important to consider industry benchmarks, how they've changed over time, or external influences.

2. Metrics need to be reviewed

There's no one-size-fits-all answer for how often to review product metrics. It depends on the type of product, specific product
metrics and product stage. So, metrics might differ based on whether the product is in the pre-launch phase, launch phase,
growth phase, which are corresponding to three categories:
The first helps look forward, forecasting revenue and building a strong business case.
The second tracks how users interact with the launched product.
The third helps analyze customer satisfaction.

3. Metrics should be tracked using reliable data software

To track metrics effectively, use reliable software for data collection, reporting, and analysis. This ensures data integrity. Make sure
the data sources are verified, and document everything (sources, collection methods) in management tools (Jira/Trello).
This also help make data-driven decisions, prioritize user needs (user-centric approach), and ensure Agile product development.
Question 2
How to define metrics for a new feature or product?

HOW to define metrics for a new feature/product?

1 Understand the objectives

Analyze product vision and strategy documents:
Define product vision by survey and analysis and review any strategy documents.

Conduct user research and market trends:

User research data can reveal user pain points and desired functionalities, which ultimately translate into
product objectives.

Utilize framework to structure objectives.

Use framework like SMART to ensure objectives are well-defined and quantifiable.

Consult with Product Manager/Project Manager and stakeholders:

Discuss the objective directly with PM and relevant stakeholders. They can provide insights into the
objectives and the reasoning behind them. Consider potential
Ask & answer clarifying questions, also discuss to understand: metrics
What specific problems are we trying to address with this product or feature?
Who are the target audience, and what are their needs?
How does this product or feature fit into the overall product strategy & business goal?
Look for alignment with business goals: Product objectives shouldn't stand alone, they need to be aligned
with broader business goals.
How will this product or feature contribute to increased revenue, user acquisition, or brand awareness?
Question 2
How to define metrics for a new feature or product?

HOW to define metrics for a new feature/product?

2 Brainstorm potential metrics

Hold brainstorming sessions: Facilitate a brainstorming session with the team to encourage diverse perspectives and
ideas.

Create user journey mapping: Map out the key steps users take while interacting with the product or feature (survey &
research). Identify potential pain points or areas where success is measured. This can reveal metrics related to user
behavior and progress.

Competitor analysis: See how the competitors measure success, the metrics they focus on in their marketing efforts
or product development, analyze their strategies and adapt them to the product’s specific context.

Consider desired outcomes: If the desired outcome is increased user engagement, brainstorm metrics that capture
that engagement (e.g., time spent on specific features, frequency of use).

Document and consolidate ideas: Document and consolidate all brainstorming ideas into epics in one working space
(Jira/Trello/Figjam) for everyone to easily keep track.
Question 2
How to define metrics for a new feature or product?

HOW to define metrics for a new feature/product?

3 Prioritize and Refine

Align with objectives: Each metric should demonstrably link back to a specific objective. If it doesn't directly measure
progress towards your goal, consider removing it or revising it.

Deliver actionable insights: The metric should provide actionable insights that lead to concrete improvements.

Consider data availability: Ensure the chosen metric can be easily tracked and quantified. If data collection is
complex or time-consuming, consider alternative metrics that are more readily available.

Utilize prioritization frameworks: Tools like the MoSCoW (Must-Have, Should-Have, Could-Have, Won't-Have) or Kano
model can help rank metrics based on their importance. This also helps other teams to understand how each metric is
prioritized logically.

Focus on core metrics for each product phase: Principle like the KISS (Keep It Simple, Stupid) Principle can be used to
provide a clear picture of the product's or feature's performance.
Question 2
How to define metrics for a new feature or product?

HOW to define metrics for a new feature/product?

4 Finalize and document

This is an important step because the PO has to show decision making and interpreting skills in finalizing all ideas
systematically.
Document each metric: including
Priority
Metric name
Description
Measurement method
Data sources/tools (if any)
Target values or benchmarks
The rationale behind its selection

Share the finalized list of metrics with relevant stakeholders and manage it to ensure alignment and understanding.
Question 2
How to define metrics for a new feature or product?

EXAMPLE: ABC is an e-book platform that provides a vast source of online books. Now they get the insights that 70%
of their users use mobile to access their website. ABC decides to launch a reading app.

Step 1: Understand the objectives

Target Audience: Book lovers looking for convenient and effective reading routines and a vast source of books.
Product Vision: Offers a variety of personalized/recommended books, tracks progress, and allows for smooth
reading experience on app.
User research: Do U&A research
- Target of users?
- Why they prefer mobile for reading? (pain points, brand, ...)
- How they read? (channel, search, book review, decision steps)
Survey: choose targeted users to send out survey, use GG forms and send via emails, use CTA, attached link on the
website.
Consult with PM and stakeholders: review and use survey results + data report to discuss. Consider lagging and
leading indicators to provide a holistic view of performance and progress.
Question 2
How to define metrics for a new feature or product?

EXAMPLE: ABC is an e-book platform that provides a vast source of online books. Now they get the insights that 70%
of their users use mobile to access their website. ABC decides to launch a reading app.

Step 2: Brainstorm potential metrics

Team brainstorming sessions:

- Send session agenda to PM and all teams (Product, Design, Dev team) 1-2 days before the session to brainstorm their ideas.
- Host the session and ensure everyone understand rationale behind each metric.
Competitor analysis: analyze business model, use modelling techniques (class diagram, business context diagram) to
understand competitors’ features and user behavior.
User journey mapping: Map user journey by 3 ways
- Experience on competitors app.
- Collect their feedback and reviews on platforms/community.
- Conduct interviews with 5-10 real users and get the information.
Desired Outcome: Users consistently utilize the app for their reading needs, leading to increased intellectual levels and
encouraging reading interests.
Categorize brainstormed metrics into epics and document on project management tool (Trello/GG Sheets). Examples:
- DAU/WAU and session length.
- Frequency of books completed.
- Feature usage rates
- User engagement (views, clicks, etc.)
- User retention rate
- Net Promoter Score (NPS)
- Cost Per Install (CPI)
Question 2
How to define metrics for a new feature or product?

EXAMPLE: ABC is an e-book platform that provides a vast source of online books. Now they get the insights that 70%
of their users use mobile to access their website. ABC decides to launch a reading app.

Step 3: Prioritize and refine - Utilize MoSCoW framework:

Must-Have: Essential metrics that directly measure core user engagement within the app and are crucial for success.
DAU to show daily user engagement and app stickiness.
Average session length: Indicate how long users are actively using the app and their level of immersion.
Frequency of books completed: Track user consistency in achieving their reading goals, a key aspect of engagement.
Should-Have: Provide valuable insights but might not be absolutely essential at launch. They can be added later phase.
Weekly retention rate: Monitor user retention after the initial week, helping identify drop-off points.
Feature usage rates (Top 3): Analyze usage patterns for key features, revealing areas for improvement or promotion.
Could-Have: Additional metrics that can be considered if resources and time allow.
Install to activation rate: Measure the percentage of users who download reading app and complete a specific action signifying
initial engagement (e.g., creating an account).
NPS: Survey users to understand their likelihood of recommending the app to others (indicates user loyalty).
Won't-Have: These can be deprioritized for initial tracking due to complexity or lower impact. However, they can be revisited later.
Cost Per Install (CPI): Measure the average cost of acquiring a new user through marketing campaigns.
Customer Lifetime Value (CLTV): Project the average revenue a user generates over their lifetime (important for long-term
business planning, but less relevant for initial engagement tracking).
Question 2
How to define metrics for a new feature or product?

EXAMPLE: ABC is an e-book platform that provides a vast source of online books. Now they get the insights that 70%
of their users use mobile to access their website. ABC decides to launch a reading app.

Step 4: Finalize and document (Example of finalized documentation of product metrics in GG Sheets)

Data
Priority Metric Description Measurement Method Benchmark Rationale
Sources/Tools

A growing DAU suggests

The total number of Number of unique user IDs
GA4, Firebase, Increase DAU by 10% within users are finding value in
1 DAU unique users who use with app launch events
etc. the first month the app and returning
the app on a given day within a 24-hour period
regularly

The average amount Longer sessions suggest

Average Total session duration/ Increase Average Session
of time users spend GA4, Firebase, users are finding the app
1 Session number of sessions Length by 5-10 minutes
actively using the app etc. content immersive and
Length (within a timeframe) within the first month
per session valuable.

the frequency that

Feature Usage Rates
users engage with
provide insights into user
specific app features Percentage of active users Increase usage of Top 3
Feature Usage GA4, Firebase, preferences with specific
2 (e.g., personalized within a chosen features by 20% within the
Rates etc. app functionalities -> help
recommendations, timeframe first month
prioritize future
social sharing, reading
development efforts
goals)
Question 3
Overview of Pixels in Ads

1.What is Pixel in Ads?

Pixel is a small piece of code placed on a website or landing page to track user interactions and
conversions resulting from digital advertising campaigns.

2. Functionality:

Conversion Tracking: Pixels track user actions on the advertiser's website, revealing if users convert
(e.g., make a purchase, sign up for a newsletter). This allows for precise measurement of return on ad
investment (ROI).
Retargeting: Pixels help identify users who have already interacted with the ad or website. This
enables retargeting campaigns, displaying relevant ads to users who have shown initial interest.
Audience Building: Pixel data can be used to build targeted audiences for future ad campaigns. By
understanding user behavior and demographics, advertisers can craft highly relevant messaging that
resonates with specific audience segments.
Attribution Analysis: Pixels aid in understanding the user journey and attributing conversions to the
appropriate touchpoints (ad impressions, clicks, etc.). This helps optimize campaign spend by
focusing on channels that drive the most conversions.
Ad Performance Analysis and Optimization: Pixel data empowers advertisers to analyze ad
performance (CTR, Return on Ad Spend (ROAS),etc.) across different platforms and creatives. They
can identify what's working well and adjust strategies to maximize impact.

References: Meta for Developers, Google Support, Investopedia, AUDIENCEX, Shopify Help Center
Question 3
Overview of Pixels in Ads

3. How pixels function in the advertising ecosystem?

Pixel Placement: During ad campaign setup, the advertiser strategically places the pixel code on the
target website (e.g., landing page) or within marketing emails.
User Interaction: When a user interacts with the ad (clicks, views, etc.) or visits the advertiser's website
after seeing the ad, the pixel fires.
Data Transmission: The pixel transmits a small amount of data back to the advertiser's server. This
data typically includes information like timestamps, IP addresses (anonymized for privacy
compliance), and potentially user IDs (with proper user consent).

4. Pixel and Privacy

Advertisers must ensure responsible pixel usage that complies with data regulations:

Transparency: Users should be informed about pixel usage and have control over their data
collection through clear privacy policies and opt-out mechanisms.
Data Security: Advertisers must implement robust security measures to protect user data collected
by pixels.
Compliance with Regulations: Adherence to data privacy regulations like GDPR and CCPA is
important.

References: Meta for Developers, Google Support, Investopedia, AUDIENCEX, Shopify Help Center
 Question 4
Prompt: Specify the following points to get the output:
Shopify has its own standard library called Shopify Polaris.
1 What is included in managing ads for ecommerce merchants?
Imagine you are working to improve the user experience for
managing ads. 2 How Shopify Polaris empowers users to manage their ads?
Output:
Specify rationale. 3 Rationale to improve the user experience for managing ads
Show how you measure the success of new changes/enhancements. 4 How to measure the success of new changes/enhancements?

What is included in managing ads for ecommerce merchants?

Campaign Setup & Management & Performance Analysis

Strategy Optimization & Reporting

Campaign goal setting Launch and monitoring Data analysis and insights
Target audience research Bidding strategy management Conversion Tracking
Ad platform and placement Ad testing Performance reporting
Campaign budget management TA & budget adjustments Attribution analysis
Ad creation

References:
Google Ads Help Center, Facebook Ads Help Center, Shopify Help Center - Advertising.
Social Media Examiner - The Social Media Marketing Guide
Moz - The Beginner's Guide to PPC
Question 4
How Shopify Polaris empowers users to manage their ads ?

Shopify Polaris itself doesn't directly manage ads for e-commerce merchants. It acts more like a toolbox that provides the building
blocks for developers to create a user-friendly ad management interface within the Shopify admin.

Benefits Description

Consistent Pre-built Components: Polaris offers a library of pre-designed components like buttons, forms, and dropdowns. These
interface and components streamline tasks like creating campaigns, setting budgets, and targeting audiences. Merchants don't have to
workflows deal with a confusing or cluttered interface.
Intuitive Design: By following Shopify Polaris design principles, developers can create an ad management interface that
feels consistent with the rest of the Shopify platform. This reduces the learning curve for merchants and makes navigating
ad features easier.
Clear guidelines and guidelines for best practices: Shopify Polaris offers guidelines and documentation on UI/UX best
practices and help merchants make informed decisions when designing their ad campaigns, leading to improved user
engagement and conversion rates.

Shopify Polaris emphasizes accessibility, making it easier for merchants to create ad management interfaces that are usable
Accessibility
by all users

Efficient Shopify Polaris offers components and design patterns so that developers can build ad management interfaces more
development efficiently, reducing the time and effort required for development.

Actionable data Charts and graphs built with Polaris components can visually represent key performance metrics like clicks, impressions, and
visualization conversions. Merchants can quickly grasp how their campaigns are performing.

References: Shopify Polaris

Question 4
Rationale to improve the user experience for managing ads

Merchants seek a balance between simplicity and functionality in managing ads so after we analyze what they want and how has
Shopify Polaris helped, rationale and objectives are deduced to improve their user experience.

Rationale Objectives

Simplified Workflows: reduce complexity for merchants of all technical

Increase Polaris’s user adoption
abilities.
Enhance competitive advantage: Providing
Actionable Insights and Data Visualization: Present key ad metrics like
a seamless and intuitive user experience
impressions, clicks, and conversions in a visually clear and accessible
for managing ads can differentiate the
manner using Polaris components.
platform from competitors.
Advanced Campaign Management Features: Integrate functionalities
Help users increase and maximize ROI by
like testing tool beyond basic variations, automated bidding strategies, or
more effective ad management, leading to
competitor analysis tools.
better decisions and better results from ad
Bulk Actions and Efficiency: Develop functionalities for bulk editing
spend.
budgets to save time for managing a lot of ads.
Help users improve efficiency and time
Customization: Explore offering some level of customization for the
savings
interface layout or dashboards to cater to individual user preferences.
Third-Party Integration Hub (if potential): Create a dedicated hub within
Shopify for third-party integrations built using Shopify Polaris. This allows
merchants to easily discover and install tools that address specific needs
beyond the core functionalities offered by the platform.
 Question 4
How to measure the success of new changes/enhancements?

To measure the success of new changes/enhancements in improving user experience for managing ads, the results need to be measured in metrics
and aligned with the objectives.

Objectives Metrics Meaning

Simplified Workflows Time to complete tasks Tasks can be creating a campaign or editing an ad. A decrease in this indicates more streamlined workflow.

Actionable Insights User engagement with Track the frequency and duration of user interaction with charts and graphs within the ad management interface.
and Data Visualization data visualization Higher engagement suggests the data visualizations are clear and informative.

Adoption rate of
Higher adoption rates suggest the features are valuable and user-friendly.
Advanced Campaign users
Track performance: click-through rate (CTR), conversion rate, or cost-per-acquisition (CPA). Improvement in
Management Features Performance
these metrics can indicate that advanced functionalities are helping merchants optimize their campaigns
indicators

Bulk Actions and User adoption of bulk Track the percentage of user who utilize features like bulk editing budgets or targeting options. Higher adoption
Efficiency actions signifies the value of these features for managing multiple campaigns.

User feedback Gather user feedback and track the frequency of customizations users apply to their dashboards or interface
Customization
User engagement layout. This indicates user interest in personalization.

Monitor the number of merchants who install and utilize third-party integrations. High usage signifies the value
Third-Party Integration Usage rate
of the hub for addressing specific advertising needs.
Hub User satisfaction
Gather user feedback to see whether integrations are valuable and user-friendly.
End note
Thank you for taking the time to review my presentation. I
understand that the timeframe for this was limited to two days and
words cannot express all well, so I have endeavored to my best
ability to answer all the questions based on my working experience
and the additional knowledge I've gained.

Regardless of the final outcome, I would be grateful for any valuable

feedback and comments you may have. This feedback will be
instrumental in helping me further develop my skills and
understanding.

Best regards,
Linh Nguyen.
THANK (+84) 971 038 002

YOU!
linhnlmforwork@gmail.com