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Why Product Management and UX Design are Key to Success

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Why Product Management and UX Design are Key to Success

  1. 1. THE CORE RELATIONSHIP BETWEEN PRODUCT MANAGEMENT AND UX DESIGN why it’s key to product & business success. Nikkel Blaase • Sr. Product Designer • @JAF_Designer
  2. 2. Product Development UX Design Product Management Engineering Desirability Viability Feasibility UX Design Product Management Engineering Desirability Viability Feasibility
  3. 3. Engineering Feasibility UX Design Product Management Desirability Viability UX Design Product Management Engineering Product Development Desirability Viability Feasibility
  4. 4. UX DESIGN
  5. 5. Design is really about solving people problems • People simply don’t care about … • your product features. • your business needs. • your quarterly goals. 👻
  6. 6. Design is really about solving people problems • People simply don’t care about … • your product features. • your business needs. • your quarterly goals. • getting their problems solved. • getting their jobs done whenever they struggle. • People care about …👻 ❤ —> SERVE USER NEEDS AND CREATE USER VALUE
  7. 7. »UX Design is mainly about solving people problems in order to create User Value«
  8. 8. »If you’re only using your designers to create the interaction and visual design, you’re only getting about half the value of your designers.« –Marty Cagan
  9. 9. UX Designers Problem Solution People VD IxD AND • Designers make products desirable. • They create user value by solving real people problem. • Make Interfaces beautiful, simple, easy- to-use .
  10. 10. 0 PRODUCT MANAGEMENT
  11. 11. Product Management is about outcome • Aim towards achieving a business outcome: • Maximise business value. • Achieve business goals. • Align product vision & strategy to the company’s mission.
  12. 12. »Product Management is mainly about building viable products in order to generate Business Value«
  13. 13. Product Managers Vision Strategy Business goals • Product Managers make products viable. • They create business outcome. • Transfer the company’s mission into product strategy and product vision. AND
  14. 14. UX DESIGN PRODUCT MANAGEMENT
  15. 15. The Product Thinking mindset Desirable Viable BusinessValue UserValue UX Design Product Management PRODUCT THINKING
  16. 16. r Product Management Vision Strategy Business goals UX Design Problem Solution People BusinessValue UserValue PRODUCT THINKING
  17. 17. Good products start with good questions • Why are we doing this? • For whom are we doing this? • What problem do we solve? • How are we solving the problem? • What do we want to achieve? Vision Audience Problem Strategy Goals
  18. 18. In order to (Vision), our product will solve (Target Audience) problem of (User problem) by giving them (Strategy). We will know if our product works, when we see (Goal) What is the Product? — The Product Statement —
  19. 19. The Unstuck Map
  20. 20. www.unstuckmap.com
  21. 21. https://www.uber.com/
  22. 22. Discover & understand what to build Vision Audience Problem Strategy Goals Getting home from a bar at night 100k paying customers Get people from point A to point B anywhere, anytime A simple way to request a ride Late night drinks lovers
  23. 23. In order to (Vision), our product will solve (Target Audience) problem of (User problem) by giving them (Strategy). We will know if our product works, when we see (Goal) late night drinks lovers’ getting home from a bar at night a simple way to request a ride more new ride requests get from point A to point B anywhere, anytime — The Product Statement — UBER’s product
  24. 24. On-demand taxi (Tap a button, get a ride)
  25. 25. Product Thinking • The glue that keeps UX and PM together. • Work better together: Discovery & Understand, Align & Agree. • Build the right product for the right people serving the right needs and drive the company’s mission. • Bridge the gap between the reality of user needs and business vision.
  26. 26. PRODUCT THINKING = COLLABORATION
  27. 27. TOGETHER IS KEY TO SUCCESS
  28. 28. Riding the tandem ✓ Hard alone, but easier, faster and more efficient together. Product Thinking
  29. 29. Riding the tandem ✓ Establishes a fruitful relationship between Product Management and UX Design and therefore leads to stronger products. ✓ Speak the same language. ✓ Create high performing UX/PM teams.
  30. 30. How to work better together 1. Ride the tandem together. 2. Complement each other, but also try to challenge each other with your unique perspective. 3. Answer the right questions together and build products that serve user needs as well as drive business results. 3 2 1
  31. 31. How to work better together 1. Involve UX into business and strategic decision makings / Involve PM into user research. 2. Have a continuous ongoing conversation. 3. Learn, fail and grow together.6 5 4
  32. 32. PRODUCT THINKING Why UX / PM are key to product & business success UX Design Product Management PRODUCT THINKING IS IN THE HEART OF UX / PM PARTNERSHIP
  33. 33. »Behind every great product, there is a great product manager« –Marty Cagan
  34. 34. „BEHIND EVERY GREAT PRODUCT, THERE IS A GREAT COLLABORATION BETWEEN PRODUCT MANAGER & UX DESIGNER
  35. 35. Thank You! Nikkel Blaase • Sr. Product Designer • @JAF_Designer #productthinking @JAF_Designer www.designmadeforyou.com • www.nikkel-blaase.com
  36. 36. Further Readings • https://medium.com/@jaf_designer • Why product thinking is the next big thing in UX design • What people really want • The future of UX design • http://www.unstuckmap.com

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