Product managers are from Mars,
User Experience designers are from Venus:
Learning how we can all get along
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Digital Product Managers
Identity Crisis
Business
Design Technology
Product
Manager
Huge task ahead
Product Designers
Build better products
h5p://www.flickr.com/photos/jurvetson/3275235423/sizes/l/
Are we really designing products?
We’re shifting to an
experience economy
where an experience
is becoming the
primary economic
offering”
Joseph Pine
“
Differentiation
Value
Commodity
Product
Service
Experience
Service Industry
More like movie making
Domain Overlap
h5p://www.flickr.com/photos/toffehoff/244870161/sizes/z/
2012, Eyes Wide Shut, or Toy Story?
h5p://www.flickr.com/photos/miguel77/2352476288/
80% 8%
Gulf of Execution
Companies Customers
The experience gap
The gap between strategy
and execution
h5p://www.flickr.com/photos/miguel77/2352476288/
Good product managers
h5p://sethgodin.com/sg/books.asp
Great teams build great products
10,000 hours
h5p://www.flickr.com/photos/carbonnyc/64581364/sizes/o/
Hiring UX
How to get the best from your UX team
h5p://userexperienceproject.blogspot.com/2007/04/user‐experience‐wheel.html
h5p://www.flickr.com/photos/dlkinney/357134468/sizes/o/
Focus on Strategy not Tactics
Bring in your UX person at the
product definition phase
h5p://www.flickr.com/photos/jakecapNve/49915119/sizes/l/
Don’t just gather requirements
h5p://www.flickr.com/photos/geekcalendar/4683130187/
Work with your UX team to set vision
h5p://www.flickr.com/photos/byrnsey/4160802433/sizes/l/
You’re not the designer
Product  should not be subordinate to MarkeNng or IT
h5p://userexperienceproject.blogspot.com/2007/04/user‐experience‐whee...
Need real power
h5p://www.flickr.com/photos/mypoorbrain/4047408251/
Design from the outside in
Your Team
Your Users
Quality
Create a culture of quality
h5p://www.flickr.com/photos/jdhancock/3661816298/sizes/o/
UX people are perfectionists
Great products don’t just happen
The myth of best practice
h5p://www.flickr.com/photos/myklrovenNne/557095352/sizes/l/
Cargo Cult Thinking
h5p://www.flickr.com/photos/krikit/2880756271/sizes/l/
Don’t copy Amazon
Featuritis
UserHappiness
Number of features
It doesn’t even have the basics
This product does
everything I want
I can’t do the one
th...
As product managers you’re responsible
for the UX of the product
h5p://www.flickr.com/photos/kaibara/3485925929/sizes/o/
How much UX knowledge do you need?
h5p://www.flickr.com/photos/ausNnevan/1225274637/sizes/o/
Alan Cooper
Author, About Face & The
Inmates Are Running the
Asylum
Kate Rutter
Experience Designer,
Adaptive Path
Lou Ros...
Current trends in UX
Guerrilla UX
Undercover UX
Content strategy
Analytics and A/B testing
Psychology and persuasion
The mobile experience
Improved web technology
Help us make great products
@andybudd
www.clearleft.com
andy@clearleft.com
Product management
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Product management

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A talk I gave on the intersection between user experience and product management at the London ProductTank meet-up in November 2010.

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Product management

  1. 1. Product managers are from Mars, User Experience designers are from Venus: Learning how we can all get along
  2. 2. 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 1 0 Digital Products
  3. 3. Digital Product Managers
  4. 4. Identity Crisis
  5. 5. Business Design Technology Product Manager Huge task ahead
  6. 6. Product Designers
  7. 7. Build better products h5p://www.flickr.com/photos/jurvetson/3275235423/sizes/l/
  8. 8. Are we really designing products?
  9. 9. We’re shifting to an experience economy where an experience is becoming the primary economic offering” Joseph Pine “
  10. 10. Differentiation Value Commodity Product Service Experience
  11. 11. Service Industry
  12. 12. More like movie making
  13. 13. Domain Overlap h5p://www.flickr.com/photos/toffehoff/244870161/sizes/z/
  14. 14. 2012, Eyes Wide Shut, or Toy Story?
  15. 15. h5p://www.flickr.com/photos/miguel77/2352476288/ 80% 8% Gulf of Execution Companies Customers The experience gap
  16. 16. The gap between strategy and execution h5p://www.flickr.com/photos/miguel77/2352476288/
  17. 17. Good product managers h5p://sethgodin.com/sg/books.asp
  18. 18. Great teams build great products
  19. 19. 10,000 hours h5p://www.flickr.com/photos/carbonnyc/64581364/sizes/o/
  20. 20. Hiring UX
  21. 21. How to get the best from your UX team h5p://userexperienceproject.blogspot.com/2007/04/user‐experience‐wheel.html
  22. 22. h5p://www.flickr.com/photos/dlkinney/357134468/sizes/o/ Focus on Strategy not Tactics
  23. 23. Bring in your UX person at the product definition phase h5p://www.flickr.com/photos/jakecapNve/49915119/sizes/l/
  24. 24. Don’t just gather requirements h5p://www.flickr.com/photos/geekcalendar/4683130187/
  25. 25. Work with your UX team to set vision h5p://www.flickr.com/photos/byrnsey/4160802433/sizes/l/
  26. 26. You’re not the designer
  27. 27. Product  should not be subordinate to MarkeNng or IT h5p://userexperienceproject.blogspot.com/2007/04/user‐experience‐wheel.html
  28. 28. Need real power h5p://www.flickr.com/photos/mypoorbrain/4047408251/
  29. 29. Design from the outside in Your Team Your Users
  30. 30. Quality
  31. 31. Create a culture of quality h5p://www.flickr.com/photos/jdhancock/3661816298/sizes/o/
  32. 32. UX people are perfectionists
  33. 33. Great products don’t just happen
  34. 34. The myth of best practice h5p://www.flickr.com/photos/myklrovenNne/557095352/sizes/l/
  35. 35. Cargo Cult Thinking h5p://www.flickr.com/photos/krikit/2880756271/sizes/l/
  36. 36. Don’t copy Amazon
  37. 37. Featuritis
  38. 38. UserHappiness Number of features It doesn’t even have the basics This product does everything I want I can’t do the one thing I bought it for I need to check the manual This is really tricky Good, but I wish this did more Wow, this is really easy to use MinimumViableproduct Sweetspot Feature curve
  39. 39. As product managers you’re responsible for the UX of the product h5p://www.flickr.com/photos/kaibara/3485925929/sizes/o/
  40. 40. How much UX knowledge do you need? h5p://www.flickr.com/photos/ausNnevan/1225274637/sizes/o/
  41. 41. Alan Cooper Author, About Face & The Inmates Are Running the Asylum Kate Rutter Experience Designer, Adaptive Path Lou Rosenfeld Author, Information Architecture for the World Wide Web Sunni Brown Author, Gamestorming: A Playbook for Rule- breakers, Innovators and Changemakers Kim Goodwin Author, Designing for the Digital Age Robert Fabricant Creative Director, Frog Design Inspirational Learning for User Experience Designers REGISTER NOW for 3 days of UX design inspiration at uxlondon.com UX London is a unique three-day event combining inspirational talks with in-depth workshops presented by some of the industry’s biggest names. SPEAKERS INCLUDE: Whether you’re beginning your career, or a seasoned professional, UX London is your chance to add core skills, absorb strategic thinking and learn advanced techniques from pioneers in the field. Matt Jones Design Director, Berg Todd Zaki Warfel Author, Prototyping: A Practitioner’s Guide UX London Discount Code: “ProductTank”
  42. 42. Current trends in UX
  43. 43. Guerrilla UX Undercover UX
  44. 44. Content strategy
  45. 45. Analytics and A/B testing
  46. 46. Psychology and persuasion
  47. 47. The mobile experience
  48. 48. Improved web technology
  49. 49. Help us make great products
  50. 50. @andybudd www.clearleft.com andy@clearleft.com
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