Thursday, December 2

Module 1: Product thinking pathway

10:00 a.m.-12:30 p.m.
(New York time)

Master Class moderator

Jodie Hopperton

If you’re lucky, many people will have great ideas for new products. Or you may want a format for teams to make suggestions. How do you filter and prioritise ideas to work on and launch? How do you determine what user problems need to be solved? And which should be solved? We hear from experts on different evaluation methods, and how to communicate to ensure stakeholder buy-in across the company.

Jodie Hopperton, Product Initiative Lead, International News Media Association (INMA)

Today's classes

10:00 a.m.-10:15 a.m. (New York time)


10:15 a.m.-11:00 a.m. (New York time)

Project Bob: relaunching metro dailies from start to finish

Julian Delany To kick off this Master Class, we hear from News Corp Australia which went through the entire product process to challenge and change their existing approach to digital. With consumer-first insight and using human-centered design they completely relaunched the digital versions of their metro dailies.

Julian Delany, Chief Technology Officer, Data and Digital, News Corp Australia

11:00 a.m.-11:30 a.m. (New York time)

Product Thinking 101

Naren Katakam Naren was asked by a colleague to explain product thinking. And that gave rise to this presentation where Naren has taken the basics in a series of easy-to-understand components to explain what product thinking is, why it is important, and how we can help cultivate it within our organisations.

Naren Katakam, Principal Product Consultant, ThoughtWorks

11:30 a.m.-12:00 p.m. (New York time)

Solving for user needs

Hilde Maartmann-Moe Sommerstad Before even thinking about building a prototype, let alone a product, we need to understand what user problems and needs we are looking to solve. Hilde joined Aftenposten from another Schibsted division where she had deep expertise in using systems and frameworks for mapping user needs. In this presentation she will use a case study on building a local offering to demonstrate the value and methodologies of using both quantitative and qualitative data in order for the organisation to truly understand what users need.

Hilde Maartmann-Moe Sommerstad, Senior Product Manager, Schibsted / Aftenposten

12:00 p.m.-12:30 p.m. (New York time)

Designing roadmaps to delight customers and respect stakeholders

Jason Jedlinski There's never a shortage of good ideas. Even once we've validated them against user needs and business goals, we're still left with far more than we can accomplish given limited resources and capacity. How do you prioritise and sequence the work in a way that stakeholders can understand and support, even if it's not what they asked for? Jason has led product teams at Tribune, Gannett and Dow Jones. He'll take us through his playbook for designing roadmaps that organizations can get behind.

Jason Jedlinski, formerly Head of Audience Touchpoints, Wall Street Journal and SVP Consumer Products, Gannett

12:30 p.m.-12:45 p.m. (New York time)

Overtime and wrap up

Thursday, December 9

Module 2: Prototyping and experimentation

10:00 a.m.-12:30 p.m.
(New York time)

About this module

In this module we speak to several innovation experts to get tips for experiments, prototypes, and testing to ensure product/market fit with the audience.

10:00 a.m.-10:15 a.m. (New York time)

Welcome back and last week's takeaways

10:15 a.m.-10:45 a.m. (New York time)

A case study of experiments to gamify The Straits Times' reading experience

V'ming Chew V'ming takes us through detailed analysis of what it takes between setting objectives to getting a new feature live. This experimentation had five phases over six months before it was launched to all users, and we’ll look at the variables and the outcomes of each stage along the way.

V'ming Chew, Lead Product Manager, Singapore Press Holdings

10:45 a.m.-11:15 a.m. (New York time)

The value of early prototyping

Jeff Moriarty Jeff is a big believer in seeing a product visually quickly and getting it in front of humans early in the process. Throughout his career he has learnt the value of prototyping from “coffee shop prototyping” where he and his team brought some paper mocks into a pub and coffee shop and asked users what they thought to more pre-constructed tests for an OTT experience before putting the project into development.

Jeff Moriarty, EVP / Chief Product Officer, Nexstar Digital

11:15 a.m.-11:45 a.m. (New York time)

Running multiple experiments within a busy product roadmap

Katie Bloor It’s likely that you’ll have many great ideas, and demands from various departments to test them. How do you run experiments up and down quickly? And how do you run multiple experiments any time without them impacting each other? Luckily this is what Katie does all day every day at the Wall Street Journal. She will share best practices and tips for managing this part of the product process seamlessly.

Katie Bloor, Product Director, Experimentation, Dow Jones

11:45 a.m.-12:15 p.m. (New York time)

Inside users’ heads: what do they really think? A case study of research into perception of bias

Ilana Westerman When employees could pick their own title at Yahoo in 1999, Ilana chose “it’s all about the user.”. Throughout her career she has kept that mantra and now as head of user experience and consumer insights she will take us through some of her best practices to understand users through case study to solve the problem ‘do consumers think we are biased’.

Ilana Westerman, Head of User Experience Research and Consumer Insights, Yahoo Inc

12:15 p.m.-12:30 p.m. (New York time)

Overtime and wrap up

Thursday, December 16

Module 3: Measuring and growing success

10:00 a.m.-12:30 p.m.
(New York time)

About this module

The tests are in but how do we know if it was successful? In this module we look at different methods to measure and benchmark new products, including all important monetisation. We also learn how to continue to iterate, improve and innovate not just the product in hand but encouraging future innovation.

10:00 a.m.-10:15 a.m. (New York time)

Welcome back and last week's takeaways

10:15 a.m.-10:45 a.m. (New York time)

How to commercialise new products

Caitlin Clarke One of the biggest benchmarks of a new product is the return on investment. So how do you start thinking about monetising new products? Caitlin Clarke joined the FT to do just that. In this session, Caitlin talks about how she structures new opportunities and how commercial and product work together to give new products the greatest chance of success.

Caitlin Clarke, Global Head Strategy and Growth, Financial Times

10:45 a.m.-11:15 a.m. (New York time)

Selecting a market for launch, testing scale and adding features to drive further value

C.J. Jacobs With product experience in various industries C.J. Jacobs takes us through some framework thinking and a case study showing how to select the market for launch, test scale, add features and drive further value. She will discuss the business processes and how to make a business case to get further investment from an executive team.

C.J. Jacobs, Head of Product & Technology, MediaNews Group

11:15 a.m.-11:25 a.m. (New York time)

3 ways to inspire subscriber engagement with ProPublica

Celeste LeCompte Celeste LeCompte Celeste LeCompte, ProPublica’s VP of Strategy and Operations, is evolving the brand’s audience journey. Find out how they leverage Sailthru’s ESP capabilities in new, creative ways to inspire subscriber engagement.

Celeste LeCompte, Vice President of Strategy and Operations, ProPublica
Allison Mezzafonte, Lead Media Advisor, Sailthru

11:25 a.m.-11:55 a.m. (New York time)

Building culture around innovation: why it’s important to celebrate the successes and share the wins

Chris Moran This piece of the product process is easy to overlook but is exceptionally important if you want to build an environment that encourages ongoing innovation. Having gone through rounds of innovation projects, Kara knows this all too well and will share a number of tips to use data and story telling to communicate the successes and explain the failures internally.

Kara Chiles, VP Consumer Product, Gannett

11:55 a.m.-12:15 p.m. (New York time)

How to launch and innovate products

Jodie Hopperton In this session Jodie Hopperton will review the best practices and practical tips of how to launch and innovate products, summarising key aspects from the experts over the course of the Master Class.

Jodie Hopperton, Product Initiative Lead, INMA

12:15 p.m.-12:30 p.m. (New York time)

Overtime and wrap up

Supported by

Questions? Contact us

Tom Corbett

Head of European Division
Tel.: +32 486 37 13 36

E-Mail me

Ana Gutierrez

Directora Regional Latinoamérica
Tel.: +503 7986 7383

E-Mail me

Katy King

Event Manager
Tel.: +1 972 787-8167

E-Mail me

Doreen Mbaya

Head of Africa Division
Tel.: +254 721 541 025

E-Mail me

Madhavi Sekhri

Head - South Asia Division
Tel.: +91 99716 00632

E-Mail me