SlideShare a Scribd company logo
The Line Between Us is Not
a Divider
Audrey Cheng
Chief Product Officer @SnapComms - An Everbridge Company
Twitter @audjcheng
Business photo created by rawpixel.com - www.freepik.com
Customer
Roadmap
Priorities Responsibilities
Timelines Recognition
Interviewing
Scope
Approach
Friction
We don’t bring our
perspective to the table
We don’t feel we’re doing
our best work
We don’t build the best
product we can together
“Confusion and misunderstanding is
the result of the absence of a common
language ”
-Paul Rand
What makes a strong product and design partnership?
1. Empathy and value each other
2. Share context early and often
3. Regular communication
4. Trusted relationships
Building Empathy & Equality
● Learn about values, drivers
and challenge
● Embrace and celebrate
expertise
● Don’t be afraid of different
perspectives
● Co-working practices
Sharing Context is Key
● Business objectives
● Constraints
● Customer context
● Goals & Measures
Planning
Interviewing together
Share Insights
Align on goals and outcomes
Lean Canvas - Ash Maurya
Make Communication a Priority
● Regular cadence
● Share, learning &
co-design
● No surprises
Regular touch points
Co-design
Review early prototypes
Culture of Trust
● Build Empathy
● Persevere - trust takes time to build
● Share success and share failure
● Retros & Iteration
● Post mortems - Assume positive intent
“Vulnerability is the birthplace
of innovation, creativity, and
change.”
-Brene Brown
Learn Together
Align on Practices
It’s not about Who
makes the decision.
It’s about How.
The overlap is where the
MAGIC happens
Results?
● Shorter decision cycles
● Stronger empowered
partnerships
● Focus
● Elevated creativity
● Diversity
● Higher retention
● Stay tuned….
Key Takeaways
1. Build Empathy and understanding
2. Shared context is key in gaining alignment
3. Regular Communication supports buy-in to decision making
4. Culture of Trust opens the door to creating better products for
our customers.
Twitter @audjcheng
Source:Courtney Hedger https://unsplash.com/photos/t48eHCSCnds
Resources
1. Lean Canvas: https://leanstack.com/
2. Drive - Daniel Pink https://www.danpink.com/books/drive/
3. Smart Trust - Stephen Covey
4. Jared Spool -
https://articles.uie.com/the-need-to-think-and-talk-like-an-exec
utive/

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