Leverage the power of design in product management

LEVERAGE THE POWER OF DESIGN
IN PRODUCT MANAGEMENT
Amy Graham
Instructor, Pragmatic Institute

P R A G M A T I C P R O D U C T C H A T
• Understanding the product and design ecosystems
• Value of design
• Personas and defining your target user(s)
• Partnering on problem exploration
3
All rights reserved. Copyright ©2021 Pragmatic Institute.
Key Topics

STRATEGY
Win/Loss
Analysis
Market
Problems
Distinctive
Competencies
Distribution
Strategy
Market
Definition
Product
Portfolio
Buy, Build
or Partner
Pricing
Product
Profitability
Business
Plan
Buyer
Personas
Buyer
Journey
User
Personas
Positioning
Revenue
Retention
Revenue
Growth
Launch
Marketing
Canvas
Messaging
Nurturing
Measurement
Awareness
Sales
Tools
Content
Channel
Training
Sales
Alignment
Events
Operations
Channels
Programs
Stakeholder
Communications
Use
Scenarios
Requirements
Innovation
Product
Roadmap
Asset
Assessment
Competitive
Landscape
EXECUTION
The proven blueprint
for creating and
marketing products
people want to buy
MARKET FOCUS BUSINESS PLANNING PROGRAMS ENABLEMENT SUPPORT
Pragmatic Framework™
4

5
The process of envisioning, planning and making
solutions for people, based on an in-depth
understanding of their needs, problems and context.
Design

Design Process
trigger
vision &
plan
solution
understand define explore create
Define Strategy Execute Solution
6

Design
can and should happen
across the product lifecycle.
7

Determining factors:
 Organizational models
 Designer capabilities
 Design processes and mindset
8
Enable
Participate
Lead
Responsibility
Modes

9
Organizational Models
Embedded Central pool No resources
I get short-term access
to design resources
There aren't enough design
resources for my project
My company has not invested
in design resources
Resource
supply
Bring in outside designers
(contractors or agency)
I have an embedded
designer in my product team

The Perfect Gift
What do you need to know
about someone to choose the
perfect gift?
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users
Aligning product
team on target user
Inspiring
new solutions
Supporting
decisions in line
with user needs
Communicating
research insights
Storytelling for
the organization
Motivating to
solve problems
What are user personas good for?

Anatomy of a User Persona
Goals
Problems Background story
Behaviors
Name
Relevant demographics
Quote
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 Internal hypothesis
 Help identify additional research needs
 Intentionally represented as a sketch
 Shared between design and product to focus efforts
Provisional user persona
Worried about the complexity of
technicalinstallation and the
overhead of daily monitoring
-Sandra's mom Trina has been
helping with the move and the
baby
-will watch Keisha once Sandra
starts back at work.
Worried about the complexity of
technicalinstallation and the
overhead of daily monitoring
-They didn't have a security
system in their previous
apartment
-decided that it's worth investing
gradually now to protect their new
home.
Problems
Goals Behaviors
Background story
-To be less stressed
-To be able to retire comfortably
Persona Evolution

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User persona
 Based on patterns
 Validated and refined
 More polished presentation
 Shared widely within organization
Persona Evolution

16
Start by “challenging the brief”
 Do we fully understand the problem?
 Are we solving the right problem?
Reframing the Problem

17
Support
creativity
Generate
multiple potential
solutions
Enable
collaborative
exploration
Benefits of Reframing Problems
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Market Problem
University students lack
guidance on how to select
the right courses to fulfill their
graduation requirements.
Reframed Problem
How Might We …enable
Sarah to navigate her
way to graduation?
Reframing a Market Problem

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How Might We …______________ support verb
_______________________________ persona
to _____________________________ action verb
_______________________________ something persona cares about
How Might We … Statements

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Strong How Might We … Statements
Aspirational to delight the persona
Broad enough to invite multiple potential solutions
Narrow enough to invite solutions your team could create
Connected to the persona’s goals

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 Encourages team collaboration
 Invites multiple potential solutions
 Reminds the team to serve the target user
 Establishes an aspirational approach to problems
 Communicates desired outcomes without
dictating specific solutions
Advantages of How Might We …

Product
Meets Design.
In our new course for product managers, learn how to
partner with designers to deliver innovative, human-
centered products to the market.
PragmaticInstitute.com/Design
NEW COURSE!

Leverage the power of design in product management

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