This document discusses managing and designing digital products. It emphasizes understanding user needs through research rather than assumptions. Product managers gather input from various sources like user stories and feedback to prioritize features in the backlog. The goal is to build products that create value for specific target users. An agile approach is advocated, focusing on iterative development and customer collaboration over documentation and plans. User-centered design and testing prototypes early are important to discover real user needs and ensure the product is solving the right problems.

1. Managing
and designing
digital products
Making stuff for
humans, with other humans
by Jovana Tokic

2. Graphic Design
Creative
Direction
Film
direction
Acting UX Product
Design
Owner
Product
Management
Coding

3. What is a Digital Product?
http://www.romanpichler.com/blog/what-is-a-digital-product/

4. Digital product
is any kind of software, app or a part of an
app* that creates specific value to a
customer and thus enables the company
to monetise on that value

5. Company Product User /
Costumer

6. Company Product /
Service
User
User

7. Company Product User
Customer

8. Company Product UsersCustomer

9. Managing digital
products
Making stuff with humans

10. Who are we building for?
What is the need that
drives their action?
What do we want them to do
more?
TARGET
GOALS
NEEDSVALUE
KEY FEATURES
Vision
What value did we create?
What do we need to make?
What are they trying to do?

11. Roadmap
Plan releases
Define milestones
Set goals
Define KPIs
Measure and iterate

12. Backlog
1. Gather Input
2. Create User Stories*
3. Prioritise
User Suggestions
User Research data Dumb assumptions made by Bob’s
brother-in-law while Bob is most likely
the one paying your salary
Feature
requests
Client interviews
Technical
requirements
User story
User story
User story
User story
The Backlog:
Bugs
legal
requirements
Security
issues

13. Business
Sales
& Marketing
Users Product
Manager
Competition
Market
Design
TechClients
Stakeholders?

14. Customers
Users
CEO
COO
Investors
CTO
Front end dev
Back end dev
DevOps
Marketing
Direct Sales
User Experience designer
User Interface designer
Usability Researchers
Data Scientists
Product
Manager

15. Business
Sales
& Marketing
Users Product
Manager
Competition
Market
Design
TechClients
(Some )
Technical
Knowlege
(Some )
UX and
prototyping skills
(Some )
MBA
Knowlege
Great
Analytical
and Empathic
Listening Skils
(Some )
Branding and
Marketing
Knowlege
Skills?
Market
understanding and
knowledge
Leadership
Effective
Communication
skills
Great
listening
skills
-Advocate of agile
and lean or…
- Improving
processes

16. Individuals and interactions
over processes and tools
Working software
over comprehensive documentation
Customer collaboration
over contract negotiation
Responding to change
over following a plan
agilemanifesto.org
Agile principles:

17. Lean Startup

18. Management Further reading:

19. ?

20. Designing Digital Products
Making stuff for humans

21. User / Human Centred Design

22. ?

23. Listening, measuring
and observing user
behaviour to uncover real
needs and pain points to
create valuable
solutions.

24. Discover the real issue behind a request,
complaint or a suggestion.
Who are we building for?
What is the need that
drives their action?
What do we want them to do
more?
TARGET
GOALS
NEEDSVALUE
KEY FEATURES
What value did we create?
What do we need to make?
What are they trying to do?

25. People wanted a dislike button.
Product designers discovered that the real issue was not the lack of
a dislike button, but the idea that not everything in life is likable.
http://www.adweek.com/digital/you-want-a-dislike-button-heres-why-facebook-isnt-giving-you-one/
full article: https://medium.com/intro-to-digital-product-design/lecture-1-what-is-product-design-c290bfe799a9#.9c3mwjrlm

26. Facebook Reactions:

27. Goal: Improve User engagement, Stickiness
Measure (KPI): Number of likes and moments per post
User Research: …….
Need: …….
Solution: …….
Measure: Do people like more? Does’ it mess any top KPI?
Roll out…
Evaluate: Successful or not

28. Customers tell you what to build if
you hear beyond their solution.
Listen for the need.

29. maybe, but who knows by
An overly used startup quote:

30. Good Product, Bad Product
- Many features
- Trying to serve
everybody
- Too many assumed
cases covered
Maxime Braud
https://www.slideshare.net/MaximeBraud/road-to-a-great-product-methods-tools-and-hacks

31. Good Product
- Minimum amount of
necessary features
- Built for a specific
audience
- Each feature brings
maximum value to users
Maxime Braud

32. Startup?
An organisation in search of a repeatable
and scalable business model

33. Idea Business
Model
MVP for
the Proof
of concept
Growth

34. MVP
Minimum
Viable
Product

35. Prototype & test
before building!
Prototype

36. UX Design Further reading: