Working with Product Managers

1. Working with Product Managers @philsuter

2. Me, me, me ● Proud dad & brewer ● UX Lead at Scout24 ● Trainer at Product Academy ● Too old for TikTok ● Find me on LinkedIn Open Peeps by Pablo Stanley Phil

3. Missions & Responsibilities

4. Understand customer needs, our business, the market and our capabilities. Prioritize accordingly. Deﬁne and measure success. Be a facilitator. PM Mission

5. «A PMs job is not to make all the decisions themselves. A PMs job is to make sure that good decisions get made.» —Somebody at NY Prod Conf

6. Understand the customer’s needs, the business and technical basics. Design feasible solutions* that serve the needs and the business. Advocate for user centricity. *Solutions, not interfaces ;) UX Mission

7. «Effective designers have the ability to recognize constraints and the willingness and enthusiasm for working within them.» —Charles Eames (paraphrased)

8. Involve whoever* makes sense. This means: ● PMs: It’s YOUR responsibility to talk to the right people to come up with priorities and ways to measure success. ● UXDs: It’s YOUR responsibility to talk to the right people to come up with the optimal solution. Everybody in a team * Yes, this includes stakeholders

9. “Let’s vote on everything and let the team decide.” “I don’t care what others think, this is my decision.” Decision autonomy

10. Understand constraints and make decision that factors in all relevant information. Decision autonomy

11. Trust

12. Empathy Always strive to understand the other person’s challenges. They are as real and as valid as yours.

13. Trust isn’t binary Trust is a gradient. If we treat it as "I either trust you completely or not at all" it's going to be really hard to build trusting relationships.

14. Trust is contextual «I trust my husband with my life, but not with my laundry.»

15. Challenge & Trust PMs, you can challenge design decisions – but don’t try to overrule them. UXDs, you can challenge prioritization – but once it’s decided stick with it.

16. Transactional Trust in Teams

17. Inspiring Goals & Autonomy Transparency & Accountability

18. (lateral) Leader Little Inspiring Goals & Autonomy Littel Low Trust Team Transparency & Accountability A lot A lot

19. (lateral) Leader Inspiring Goals & Autonomy Growing Trust Team Transparency & Accountability

22. (lateral) Leader Inspiring Goals & Autonomy High Trust Team Transparency & Accountability

23. (lateral) Leader Inspiring Goals & Autonomy Unmatched Trust Team Transparency & Accountability

24. (lateral) Leader Inspiring Goals & Autonomy Unmatched Trust Team Transparency & Accountability

25. Everything is a product

26. ● Understand your product’s KPIs ● Understand and discuss ROI ● Understand how you make money ● Understand the mechanics of the market ● Discuss trade-oﬀs openly ● Discuss risks Talk business with PMs

27. Ask yourself and discuss: ● What’s the worst thing that could happen if this goes wrong? ● How much time and eﬀort should we invest to reduce uncertainty? Risk vs. Speed trade-off

28. How much do we invest to reduce uncertainty? What’s the cost of this going wrong? Sm artZone Stupid Zone (m oving too slow ) Stupid Zone (too m uch risk) High A lot Zero

29. Start the discussion here Design Products, not Screens and not here

30. Process: The Double Triple Diamond

31. Problem Space Solution Space Understand Synthesis/ Prioritize Ideate/ Design Validate/ Implement Diverge Diverge C onverge C onverge

32. Problem Space Solution SpaceDesired Outcome Outcome achieved

33. Strategy Space Problem Space Solution Space

34. Strategy Space Input ● Market trends ● Technology ● Competitors ● New technologies ● Group strategy ● ... Output Goals/Objectives Goal Get an overview of all potential topics Goal Decide on what is important now Activities Gather all input Activities Prioritize ruthlessly

35. Problem Space Input Goals Output Approaches Goal Understand all facets of the problem Goal Hypothesis of best approach Activities Research: user, market, competitors etc. Activities Evaluate and prioritize opportunities and approaches

36. Solution Space Input Approaches Output Goal reached Activities Ideate & design Activities Test, Implement & Release, Measure Goal Possible solutions Goal Achieved Key Results

37. Strategy Space Problem Space Solution Space Dir. Prod. PM UX Dev Fully involved or responsible Can be involved

38. Problem Space Solution Space Understand Synthesis/ Prioritize Ideate/ Design Validate/ Implement Handoff HandoffHandoff

40. Product Strategy Problem Space Solution Space Dir. Prod. PM UX Dev Fully involved or responsible Can be involved

41. ● Know the PM‘s and your mission – and make sure you agree about it ● Make building trust your priority ● Talk business with the PM ● Design products, not screens ● Know that you are the link between the problem and the solution space To summarize

42. That’s it. Let’s discuss! Stay in touch: linkedin.com/in/philsuter/

Working with Product Managers

Working with Product Managers

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