PRODUCT MANAGER X UX DESIGNER by Jefferson Castro e Rafael Burity Gerentes de Produto e UX Designers são cargos parecidos e ao mesmo tempo diferentes. Muitas vezes, em algumas empresas, essas duas funções acabam sendo exercidas pela mesma pessoa, mas ainda assim, as diferenças existem. Fora os problemas que isso causa dentro do projeto, existem as confusões que o mercado acaba propagando para fora da empresa. Vamos tentar entender juntos essa diferença?! ---- Em times mais enxutos ou em projetos de menor nível de complexidade essas duas funções acabam sendo exercidas pela mesma pessoa. Problemas: - O PM pode eliminar necessidades do usuário por causa do tempo e custo. - OU o produto pode se inchar de funcões e foge da proposição de valor. - Ausência de conflito. - Estresse do profissional. UX - Foco na execução do design, estudo e pesquisa do usuário. PM - Foco na estratégia e planejamento de atividades e coordenação de equipes. Semelhanças: - Coletar informações sobre o comportamento dos usuários do produto e ajudar a dirigir o desenvolvimento dos diversos elementos que o compõem - Ambos utilizam wireframes e sitemaps (porém o que diferencia é a descrição de cada entregável) - Analise de métricas Problemas na falta de distinção: - Esforços redundantes. - falta de definição de responsabilidades. - Competição desnecessária. IMPORTANTE: Definir quem tem a palavra final para cada assunto. DICA: Os entregáveis do PM são estudados pelo UX e geram a Experiência. ---- Como parte de alguns movimentos que estamos construindo, o UX Café é parte da iniciativa que tem como alvo difundir o conceito de usabilidade, para nossos produtos, na empresa. É um espaço para trazer um tema com foco em design e usabilidade e debatermos mais sobre ou as dores de cada projeto e vivência na empresa desse conceito de usabilidade e experiência de usuário. Dia: Primeira segunda do mês Horário: 09 horas

1. UX CAFÉ04.09.2017
PRODUCT MANAGER
X UX DESIGNER
Jefferson Castro
Business Consultant at Atech S.A
jcastro@Atech.com.br
Rafael Burity
UX Designer Specialist at Atech
rbamaral@Atech.com.br

2. ARE THEY DIFFERENT?
Ux designer Product Manager
ATECH UX CAFÉ 04.SET.2017 | PRODUCT MANAGER X UX DESIGNER

3. The Product Manager is an important organizational role typically in a technology
company. It is similar in concept to a brand manager at a consumer packaged goods
company. The product manager is often considered the CEO of the product
and is responsible for the strategy, roadmap, and feature definition
for that product or product line. The position may also include marketing,
forecasting, and profit and loss (P&L) responsibilities.
The product manager often analyzes market and competitive
conditions and lays out a product vision that is differentiated and delivers
unique value based on customer demands. The role of the product manager spans
many activities from strategic to tactical and at its best provides cross-functional
leadership—bridging gaps within the company between different functions, most
notably between engineering-oriented teams, sales and marketing, and support.
The product manager is the person responsible for defining the ‘why’, ‘what,’
and ‘when’ of the product that the engineering team will build. They are the
CEO of their product -- which means they lead cross-functional teams from a
product's conception through to its launch.
PRODUCT MANAGER
ATECH UX CAFÉ 04.SET.2017 | PRODUCT MANAGER X UX DESIGNER

4. UX designers are primarily concerned with how the
product feels. A given design problem has no single
right answer. UX designers explore many different
approaches to solving a specific user problem.
The broad responsibility of a UX designer is to ensure
that the product logically flows from one
step to the next. One way that a UX designer might
do this is by conducting in-person user tests to observe
one’s behavior. By identifying verbal and non-verbal
stumbling blocks, they refine and iterate to create the
“best” user experience. An example project is
creating a delightful onboarding flow for a new user.
UX DESIGNER
ATECH UX CAFÉ 04.SET.2017 | PRODUCT MANAGER X UX DESIGNER

5. UX DESIGNER VS PRODUCT MANAGER
ATECH UX CAFÉ 04.SET.2017 | PRODUCT MANAGER X UX DESIGNER

6. ATECH UX CAFÉ 04.SET.2017 | PRODUCT MANAGER X UX DESIGNER
WHAT IS THE DIFFERENCE BETWEEN...

7. MAIN SKILLS
ATECH UX CAFÉ 04.SET.2017 | PRODUCT MANAGER X UX DESIGNER

8. • Business Plan
• Market needs
• Product Documentation
• Product Roadmap
• Portfolio
• Release Plan
• Product Experience
• Wireframes of screens
• Storyboards
• Sitemap
• User personas
• A/B test results
• Investigative user studies & interviews
DELIVERABLES
Ux designer Product Manager
ATECH UX CAFÉ 04.SET.2017 | PRODUCT MANAGER X UX DESIGNER

9. ATECH UX CAFÉ 04.SET.2017 | PRODUCT MANAGER X UX DESIGNER

10. ATECH UX CAFÉ 04.SET.2017 | PRODUCT MANAGER X UX DESIGNER

11. No,they are not!
Yes, they are!
For a small startup teams UX designer and Product Manager can be the same person. UX designer
should well understand business goals, users needs and should be focused on delivering an amazing
product. Product done through ongoing, efficient, collaboration with other specialists.
If there’s not a lot of dealing with stakeholders, marketing is done in a guerrilla style, sales are limited
to simple activities, financial part of the product is rather obvious, strategy doesn’t need to be
adjusted to corporate strategy etc. there’s no need to bring on board additional person.
Small team can deal with most of the problems on their own.
However if there’s an ongoing need to coordinate work of different departments (sales, marketing),
dealing with stakeholders is overwhelming, strategy is as complex as whole organization, marketing is
a challenge, engineering team is massive… – there’s definitely place for a Product Manager. PM, in
this environment, uses his understanding of the target group and the product, to make sure the train is
going in the right direction. Things mentioned above shouldn’t be done by UX Designer. The danger of
loosing focus on the design will be too great.
ATECH UX CAFÉ 04.SET.2017 | PRODUCT MANAGER X UX DESIGNER

12. Finally, if you’re lucky enough to work in a mature
organization, you probably have both UX Designers
and Product Managers on board. The chance is that
you’ll be able to super-efficiently craft the best design
in the world, while the organization will be
transforming itself into an experience-centered
machine that grows thanks to the accelerating
satisfaction of users.
The biggest challenge is to build a design duet that will
be working together to create a stunning product.
To do that you need to clearly divide both roles.
The design duet
UX Designers: is focused on assessing the experience
of users, discussing a possible solution to their
problems and designing it as a result of discussion with
the team
Product Managers:are masters of execution, who are
obsessed with shipping the perfect product with the
perfect timing, translating user problems and
requirements into tasks.
Both roles are closely connected to the product, but UX
Designers work on the expression of the idea, while
Product Managers optimize the execution of the idea.
ATECH UX CAFÉ 04.SET.2017 | PRODUCT MANAGER X UX DESIGNER

13. ATECH UX CAFÉ 04.SET.2017 | PRODUCT MANAGER X UX DESIGNER
Having great people in both roles
that’s the idea of product team heaven