Mind the Product San Francisco 2019 Workshops

All of these workshops are now sold out. 

Level up Your Product Management Skills

#mtpcon returns to San Francisco on July 16, 2019. In addition to our incredible conference, we're offering a day of amazing pre-con workshops, on Monday, July 15, enabling you to dive deep into some new skills. We’ve lined up a selection of amazing full-day workshops led by true experts in the field. And of course, we'll also provide lunch and plenty of coffee to fuel you through the day.

Pick the workshop you're interested in and buy your ticket - be quick as there are very limited spaces for each workshop to ensure the best possible learning experience! As the workshops are run in parallel, you can only attend one of them, and once purchased you cannot change your workshop.

Choose from These Amazing Workshops

  • SOLD OUT How to Achieve Product-Market Fit (Dan Olsen)

  • SOLD OUT Product Metrics (Gabrielle Bufrem & Ryan Finley)

  • SOLD OUT Product Management Foundations (Romy Misra & Cris Valerio)

  • SOLD OUT Product Management Essentials (Kevin Saito & Kanishka Maheshwari)

  • SOLD OUT Product Psychology (Joe Leech)

  • SOLD OUT Product Roadmapping (C.Todd Lombardo)

  • SOLD OUT User Story Mapping (Jeff Patton)

  • SOLD OUT OKRs for Product Teams (Bruce McCarthy & Frank Qiu)

(full details of each workshop below!)

Workshop + Conference = Separate tickets

You should, of course, also join us at the conference the day after these workshops, but tickets are completely separate. Conference tickets do NOT give you access to workshops, nor do workshop tickets give you access to the conference.

To get your tickets for the conference, click here.

For Product Leaders

If you are a product leader - Director, VP, CPO or higher - and would like to know more about our invite-only Leadership Forum - also happening on July 15 - you can learn more here.

The Workshops

We'll be running a wide variety of product management workshops led by expert trainers. We still have a few more workshops to announce, so check back here soon for more details. 

How to Achieve Product-Market Fit (with Dan Olsen)

Last Few Spaces Available

In this workshop, Dan Olsen will share his 6-step Lean Product Process for how to iterate your way to product-market fit. The workshop starts with how to understand, define, and prioritize customer needs. You will learn how to formulate your value proposition to ensure your product is differentiated from the competition. You’ll also learn how to define and build an MVP prototype to test your value proposition with customers. The workshop will also explain how to translate what you hear from customers into actionable learning so you can rapidly iterate and improve your product. Workshop concepts will be illustrated via real world case studies and class exercises.

About your Trainer 

Dan Olsen, Author of The Lean Product Playbook

Dan Olsen is a product management expert and author of The Lean Product Playbook. Based in Silicon Valley, Dan helps CEOs and product leaders build better products and stronger product teams as a hands-on consultant, trainer, and coach.

Product Metrics 

We are running two classes of Product Metrics at the conference:

  • With Gabrielle Bufrem (SOLD OUT)

  • With Ryan Finley (last few seats available)

Every product manager understands that they need to gather evidence to help them make decisions and set the right strategy and priorities, yet simply having a massive data warehouse and analytics skill sets doesn’t help you ask the right questions or come to the right conclusions.  

How can product managers take a human-centered approach to measurement?  The third full-day workshop offered by Mind the Product seeks to answer this question; how can we take a product mindset on metrics.  

This workshop will be framed very differently from the usual Metrics workshops because it specifically focuses on the role of the product manager in driving a common understanding throughout the product development lifecycle.

In the workshop we’ll address how product managers can work with their teams to create a strong metrics practice that’s set-up for long-term success, answering the following questions:

  • How do you put a product mindset around metrics?  

  • How can Product Managers flesh out the One Metric That Matters and locate it within the ecosystem of other metrics?

  • How do you work with data to help experiment towards the most valuable experiments?

  • What can a product manager do to ensure that metrics are implemented and tracked properly during the build process?

  • What does a product team need to report on as they track metrics?

  • How can you create a metrics-driven culture?

Although these are simple questions on the surface, the answers to them are seemingly infinite. This course is a practical, actionable life raft in a sea of competing terms, formulas, theories, and approaches. It was created to ensure that you take the ideas and frameworks within it directly to your job the following day.

Take this course if you:

  • Want to hear specifically how product managers work with metrics

  • Prefer pragmatic, actionable insights over theories that sound good but never tie back in to your job as a product manager

  • Want to understand the “one metric that matters” for various types of business models and stages

  • Want to hear specific details and scenarios about working with cross-functional teams to implement metrics tracking

  • Want to get hands-on with business scenarios that will let you work with metrics concepts throughout the course of the day

  • Want to hear about pitfalls you should watch out for along the analytics journey

  • Want to spark inspiration from the 100+ different metrics - used by businesses of all sizes and verticals - that are sprinkled throughout this course

This class is tailored towards working product managers, ideally who have worked with products through various stages of development. The class is hands-on and requires deep reflection from participants on what has worked for them in the past, and how their process could evolve. Metrics and analytics inform almost everything you do. Whether you’re refreshing your memory or expanding your understanding, you’ll be practicing all day to apply metrics and analytics to real-world situations. Come to class with a product, service, brand, or entire company in mind - there will be several opportunities to explore how you’d apply these theories and frameworks to real-life situations.  

Key Takeaways

At the end of the session participants will come away with a sense of what frameworks they can implement immediately, as well as a grounded understanding of how to ensure that your users stay at the heart of the measurement process.

About your Trainers

Gabrielle Bufrem, Senior Product Manager

Gabrielle Bufrem is a Senior Product Manager at Pivotal, where she works with a range of clients from enterprise to start-ups in order to build user-centered products. She is originally from Brazil, has lived in 13 cities around the world across 10 different countries, and has built products across North America, Europe, and Asia. She is passionate about the intersection of product management and design - so much so that she is currently conducting research with Brown PHD students on how to improve collaboration in design. She loves to travel, explore different countries, is a barista and a coffee lover. Gabrielle earned a B.A. from Brown University in International Relations.

Ryan Finley, Technology Product Manager 

Ryan has spent the last eight years working on a variety of digital products and services for clients in the automotive, retail, financial services, media aerospace, and health and wellness industries.

With his current organisation, Carbon Five, Ryan helps clients from startups to enterprises apply Lean and Agile practices to their work. Success is helping Product Managers and their teams to build the best product possible for their users.

Ryan is a ProductTank co-organiser for Seattle. In his spare time, he can be found cycling, playing with his baby, and building hi-fi speakers.

Product Management Foundations (with Romy Misra and Cris Valerio)

This workshop has now sold out

Foundations 101 is an overview course intended for individuals who hold the title of Product Manager, or have some working knowledge of the product development process. The intention of this course is to help product managers develop a broader understanding of their role. It seeks to answer the questions:

  • What are the core functions and primary responsibilities of a product manager?

  • What does good product management look like?

  • How do product managers know if they are adding value?

As such, the course is tightly focused on running an effective core team that is centered around inquiry-driven development process. Participants will improve their understanding of customer problems and perspectives, solution testing, delivery mechanisms, and team process.

What we’ll cover on the day

Foundations 101 is a full-day workshop that is comprised of nine modules. Each module includes a lecture component on theory and practice interspersed with up to three hands-on activities. This ensures that participants are afforded an opportunity to apply and work with concepts in a setting that will answer questions and facilitate critical thinking. The following modules will be covered:

  • Learning mindsets: How inquiry breaks down at different points through the product development lifecycle

  • Goals alignment: How to create effective goals and align the team and organisation around them

  • Design thinking: What design thinking is and how product managers can break down what is needed for product understanding

  • Persona development: How to effectively create personas and use them in product processes

  • Lean testing: Unpacking types of lean tests and how to implement them for maximum learning

  • Interview guides: Writing interview guides that do not bias or lead the subject

  • Wireframes and prototypes: Using visuals at different fidelities to facilitate the right conversation

  • User stories: Creating an effective communication mechanism for efficient and transparent delivery

  • Core team communication: How to think about “culture as product” and foster a team that that is geared towards continuous improvement

About your Trainers

Romy Misra, Senior Product Manager

Romy Misra  is a Senior Product Manager at Gigster, a marketplace for developing websites and apps. She has over 8 years of experience in product management especially in marketplaces. She has also been an instructor in product management and analytics in General Assembly. She loves to travel and explore different countries and has a background in engineering.

Cris Valerio, Senior Product Manager

Cris has 10+ years of experience working with entrepreneurs and innovators across various roles including strategy, storytelling, user-research and product management. Most recently she was a Senior Product Manager at Uber where she worked on the Marketplace team leading products & strategies for both Riders & Drivers with a specific focus on pricing and promotions. Prior to that she worked on the agency side with and MM. 

In a past life she was a financial news journalist covering stories for Bloomberg and NPR. She’s a Duke Fuqua alum and has worked around the world including Africa, India, Latin America, Europe, Russia, Indonesia and the U.S. In her spare time, Cris is an avid rock climber and likes scaring herself silly on big walls.

Product Management Essentials (with Kevin Saito and Kanishka Maheshwari) 

This workshop has now sold out

Essentials is an overview course intended for confident product managers who are looking to increase their strategic skills and influence. The intention of this course is to help product managers build a strategic layer onto their core product practices, and focus on the soft skills and influencing tactics that are often needed to ensure effective product delivery. It seeks to answer the questions:

  • How can product managers increase organisational understanding of product practice?

  • What parts of their process can be used as tools for increased alignment?

  • How can product teams craft an evidence-driven product vision and ensure buy-in?

This course is centered on the senior product manager’s role between the product team and the broader business. In order for teams to deliver effectively, they need buy-in and support from their stakeholders. Participants will gain an understanding of how to sharpen their product practice so that it becomes an alignment and educational tool.

What we’ll cover on the day

Essentials is a full-day workshop comprised of six modules. Each module includes a lecture component on theory and practice interspersed with up to three hands-on activities. This ensures that participants have an opportunity to apply and work with concepts in a setting that will answer questions and facilitate critical thinking. The following modules will be covered:

  • Evaluating opportunity: Understanding how to unpack product assumptions and line up macro data to establish product viability and the foundations for product/market fit

  • Implementing user research: Breaks down the components of running a user research round and what is needed to ensure maximum value of the time invested

  • Research techniques: Reviewing a range of research methodologies, beyond the classic interview, that help product teams validate problem and solution

  • Synthesis: Distilling insights from research and how to collaborate with stakeholders to deepen user understanding and influence

  • Prioritisation: Covering a range of techniques and their uses for alignment at points of product development lifecycle

  • Stakeholder management: A deep-dive into organizational relationships and understanding how to build a communication strategy

About your Trainers

Kevin Saito, Lead Product Manager

Kevin has spent 15 years in a variety of product roles working across industries like ecommerce, travel, and adtech.  He is currently leading product management on Quantcast’s Audience Platform, but he has previously spent time in senior product roles at companies like Amazon, Microsoft, and Groupon.  

Prior to joining Mind the Product Kevin was an instructor at the University of Washington’s Software Product Management program where he taught the Go To Market series for seven years.

Outside of that Kevin mentors at Blue Startups in Honolulu, HI.

Kanishka Maheshwari, Entrepreneur

Kanishka is an Entrepreneur working in the fintech space.

He previously spent 11 years as Director of Product & Lead Engineer at Salesforce. There he built out the Search product and scaled the service over 1000x to 150 M queries/day & over 1B records indexed/day. He also built the A/B testing framework at Salesforce.

He also advises start-ups, is a mentor at Alchemist & Carnegie Mellon’s Venture Bridge, and invests in companies that are off the beaten path.

Product Psychology (with Joe Leech)

This workshop has now sold out

A practical, hands-on way to understand how the human brain works and apply that knowledge to User Experience and product design. You know somethings are ‘good design’ and some things are ‘bad design’ for UX but have never been quite sure why? Learn the psychological principles behind how our brain makes sense of the world and apply that to product and user interface design.

After the workshop you’ll be able to:

  • Design products, apps and websites that match how people think and behave

  • Make more compelling designs
 that use psychology theory to enhance their effectiveness

  • Make better, informed design decisions and advocate to the wider team using psychology theory

  • Come to the workshop and you’ll able to put psychology into practice as soon as you get back to the office!

About your Trainer

Joe Leech, Product Strategy and UX Consultant

Joe Leech helps companies and startups with Product Design Strategy (building the right stuff in the right order), applying Psychology in Design (training, workshops and consultancy) and User Experience (User research, IA, prototypes). He wrote the book Psychology for Designers and speaks regularly at Product Management, UX and web conferences.

Product Roadmapping (with C.Todd Lombardo)

This workshop has now sold out

Ask 10 people what a product roadmap is and you will get 10 different answers! This artifact is often misunderstood, yet an incredibly powerful if done right. Creating a great one is part art and part science. In this full-day session, we will talk through the purposes of a roadmap and a process for establishing your product's vision, gaining alignment with your stakeholders, validating themes, and presenting to upper-level execs in order to maximize your team's impact.

Key questions to answer include:

  • What are the differences between product strategy, a product roadmap and a feature release plan?

  • How do I relate my product work to business objectives?

  • How can I balance the need to plan, while staying lean and agile?

  • How do I look beyond the next quarter without over-committing?

  • How do I confirm projects or initiatives that have not been fully validated by customers?

  • How do I manage stakeholders and their pressure/influence?

  • How do I prioritize what product aspects to work on 1st, 2nd, 3rd…?

  • What's the best way to present a product roadmap to my stakeholders?

About your Trainer

C. Todd Lombardo, Head of Product & Experience

 C. Todd Lombardo has been tinkering and doodling since he was four. Originally trained as a scientist, he’s had job titles ranging from scientist, to engineer, to product manager, to designer, and even professor. He is currently the Head of Product & Experience at Workbar, a leading co-working space in Boston. He also serves on the adjunct faculty at IE Business School in Madrid, as well as Maryland Institute College of Art (MICA). He is a published O'Reilly Media author with two titles: Design Sprint (2015) and Product Roadmaps Relaunched (2017).

User Story Mapping (with Jeff Patton)

This workshop has now sold out

Does your organisation have trouble keeping track of the big picture during product development? Are you working with an agile team concerned with delivering more stories rather than a great user experience? Have you ever ended up releasing a product that doesn’t actually solve the customer’s problem?

In this workshop you’ll learn how User Story Mapping can help. User Story Mapping is a collaborative practice that keeps the whole team focused on how and why customers use your product. Helping everybody deliver a great user experience together.

You’ll create story maps with your fellow attendees. You’ll see how they keep the whole team focussed on the customer’s experience. You’ll understand how they can be used to break down the customer journey into small chunks of work without losing sight of the big picture.

What you will take away from this workshop:

  • Understand user story mapping and how to create story maps with your team

  • How story maps help the whole team identify with the customer’s journeHow to use story maps as a tool for product discovery

  • How story maps can bring product managers, researchers, designers, developers and testers together around a  single artefact

  • How story maps help you prioritise the customer experience over building more features

  • How you can use story maps to supplement or replace traditional agile backlogs

About your Trainer

Jeff Patton, Author of User Story Mapping.

Jeff Patton helps companies adopt a way of working that’s focused on building great products, not just building stuff faster. Jeff blends a mixture of Agile thinking, Lean and Lean Startup Thinking, and UX Design and Design Thinking to end up with a holistic product-centric way of working. Jeff is the inventor of User Story Mapping and the author of the bestselling O’Reilly book on it.

OKRs for Product Teams (with Bruce McCarthy & Frank Qiu) 

This workshop has now sold out

Objectives and Key Results (OKRs) are a worldwide phenomenon, helping to drive the success of organizations like Google, Zynga, Oracle, Twitter, and many more. They are particularly suited to driving the alignment necessary for a high-performing cross-functional product team. But if not handled correctly, OKRs can quickly lead to silos, unethical behavior, and demotivation.

How do the best-performing product cultures use OKRs? Topics we will cover:

  • How to define effective OKRs

  • How to set annual OKRs and break them down quarterly

  • How to determine the right level of ambition for your organization

  • How OKRs drive your product roadmap

  • How to map OKRs to people and teams

  • How to make OKRs visible across your organization

  • How to turn OKRs into action plans

  • How to monitor and report on OKRs

  • How to adjust OKRs when thing don’t go as planned

  • How to get buy-in on OKRs from your stakeholders

We’ll also cover the most common what-if scenarios teams experience (or fear):

  • What if we can’t measure the most important things?

  • What if we miss our targets?

  • What if our outputs don’t generate the outcomes we wanted?

  • What if our direction changes mid-year?

  • What if we realize our objectives were wrong all along?

During this workshop, you’ll gain first-hand experience using OKRs throughout a simulated year-in-the-life of a product team, handling what goes wrong, adjusting course, and managing expectations. You’ll also get the chance to set OKRs for your team and get live feedback you can leverage when you get back to the office.

About your Trainers

Bruce McCarthy, CEO of UpUp Labs

Bruce McCarthy is CEO of UpUp Labs and President of the Boston Product Management Association. Bruce helps organisations improve the return on their investments in product development. He is an internationally-recognised thought-leader and sought-after speaker on product roadmapping, prioritisation, team effectiveness, and leadership. 

Bruce and his team work with companies such as Vistaprint, Localytics, Zipcar, Johnson & Johnson, and Huawei, providing coaching, mentoring, and tools such as Awesomeness, a solution for measurably enhancing team effectiveness. His book, Roadmapping Relaunched: Setting Direction While Embracing Uncertainty, is due out in September from O’Reilly.

Frank Qiu, Head of Product and Digital Platforms

During his 15+ year career, Frank has held leadership roles driving product development, partnership management, customer engagement and go-to-market for organizations ranging from small businesses to market leaders such as Iron Mountain, Intel and Forward Advantage. He built product portfolio evaluation processes and new product introduction processes that led to new revenue opportunities and faster time-to-market.

Frank has worked with organizations ranging from 30 employees to the Fortune 100 in business strategy, product strategy, agile process development, team development and collaboration. He has served as a mentor for the Boston Product Management Association since 2013. Frank received his Ph.D. in Computer Engineering from Texas A&M University and MBA from Tuck School of Business at Dartmouth College. Frank is a native of Nanjing, China, and speaks fluent Mandarin.

Frequently Asked Questions

Do you offer discounts for groups, students, startups, non-profits, etc?
The only discounts we offer are the Early Bird conference tickets (limit one ticket per order), which sell out in a matter of minutes, and the group discounts on General Release conference tickets where we do a 10% discount on 10 or more tickets. The ticket limit for purchasing online is 25. If you require more than 25 tickets, please email us at Team Discount does not apply to our Early Bird or Last Chance tickets. We do not have any discounts available for group purchases of our workshops or Leadership Forum.

To ensure you hear about the Early Bird tickets make sure you are part of our Slack channel and receive our newsletter.

Can I change the name or other details on my tickets?
Yes, but only the person who purchased the ticket can make these changes on Eventbrite. You are free to change your ticket details up to two days before the conference, including name, title, etc. Please make sure these details are correct as they will be what we show on your badge! Just login to Eventbrite and make the changes, following these instructions. If you can’t reach the person who purchased the ticket in order to get them to change the information please contact us on and we will help you make the updates.

Can I get a refund?
We offer a full refund up to one month before the conference. Simply log in to Eventbrite and request the refund following these instructions. As with changes, only the person who purchased the tickets can request a refund.

Can I pay by invoice?
As we are a small team we only offer payment by invoice if you are buying 5 tickets or more due to the additional overhead. Early Bird conference tickets cannot be purchased by invoice. Please also note that no tickets are held/issued until payment of the invoice has been received. Request to pay by invoice by emailing

  • Tickets are not held until payment has been made – there are no exceptions to this.

  • We cannot agree to any terms and conditions associated with Purchase Order numbers or other supplier agreements.

  • We do not fill in supplier detail forms for ticket invoices – if you cannot find details you require on our website – please ask.

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