Learn how product management and user experience can collaborate to create the best of the experiences for the user ultimately leading to the creation of great products. What overlap is shared between product management and user experience and how these roles complement each other in the product development process. Watch the complete class "Crafting Product Experience - An Introduction" [http://skl.sh/2Df9100] on Skillshare.

1. I am Surbhi Mahnot
Management Consultant.
You can find me (@surbhimahnot) on
@LinkedIn, @Medium, @Twitter
Hello!

2. Crafting Product Experience
An Introduction

3. Key Points
 Understanding PM and UX roles individually
 The Overlap
 Understanding the collaboration
 Importance of working in collaboration
 Techniques to collaborate
 PM ≠ UX

4. PM & UX - As
Individual Roles

5. A Product Manager…
guides the product vision from the highest level of executive
thought-process to the implementation and development plans.

6. Key Roles & Responsibilities
◉ Product Strategy and Definition
◉ Cross Functional Leadership
◉ Product Marketing

7. A UX Designer…
is responsible to bring the vision into reality by delivering the
best of experiences to the end users of the product.

8. Key Roles & Responsibilities
◉ User Research
◉ Usability Testing
◉ Information Architecture
◉ Interaction Designs & Visual Designs

9. Where do these distinct roles share an overlap?

10. The Overlap

11. PM & UX – The Duo
Product strategy
Market Analysis
Product positioning
Visual designsIdeation
Business Modeling
Release Management
User Research
Customer Needs
Customer Feedback
Marketing
Sales &
support
Use cases
MVP Experiments
Value Proposition
Validating Features
Wireframes
Storyboards
A/B testing
Content Audit
Sitemap
Journey
Mapping
Interaction designs
Prototyping
User stories
Personas
PM roles UX roles

12. “
Because design oriented culture can only be
created by people who understand users and
understand the product.
- Marcin Treder, in his article on the differences between Product and UX

13. Understanding the
Overlap

14. Product Development Process
Idea Discovery Design Build Release Measure

15. Idea
Explore the idea
within the context of
business,
customers, technical
challenges and
competitors.
Explore the idea
within the context
of customer
needs and
behavior.
Discovery
Understand the
customer problem and
outline the business
objectives.
Use UX research.
Understand business
case to get better
context in design.
Explore the
possibilities.
Design
Define product
vision and build a
roadmap with UX
insights
Prepare wireframes
or prototypes and
validate the
solution. Set
design guidelines.
Release
Define success
criteria and way
to measure the
impact.
Define UX and
performance
metrics.
Measure
Refine product
roadmap based on
improvements, new
requirements and
metrics data.
Help PM refine
product roadmap
based on
customer needs.
Product Management
User Experience
Build
Work with
engineering & UX
team to build great
product.
Work closely with
engineering team
and PM to
continuously validate
& help build the best
solution.
PM and UX Roadmap

16. When Can They Work
Together?
Requirements
• User stories &
epics
User Research
• Personas
• Stakeholder
meetings
Ideation
• Prototypes
• MVP
• Experiments
Communication
• Team
coordination
Solution
Validation
• A/B testing
• Features
Validation

17. Do we need to invest in this overlap?

18. Importance of the
Collaborative Work

19. What Makes Them Work
Together?
Execution of the
idea
Product Management sets the vision
Expression of
the idea
User Experience builds that vision

20. Why is Collaboration
Important?
Insights Focus Great Experience

21. Signs of Disconnect
From UX’s side:
◉ Ignore or avoid understanding the
business aspect of product
◉ Lack of robust feedback loops
◉ Non transparency in showing the
evolution of design decisions
From PM’s side:
◉ Focus on short-term plans leading to
poor product roadmaps and
strategies
◉ Holding authority in all design
decisions of the product
◉ Roadmap initiatives lack UX
considerations

22. How can we ensure this collaboration in our team?

23. Collaboration
Techniques

24. Can PM and UX roles merge?
Yes, if you are a start-up and just starting your journey.
No, if you are expanding your reach and have large cross-
functional teams

25. What makes PM and UX
Different?
Skills
“Do we have the skillset to execute and express the product
idea as per the customer needs?”

26. Techniques
#1 Incorporate feedback loop in the product development process.
*https://www.viget.com/articles/how-we-defined-the-ux-product-management-relationship
Design Build
Iterations
Feedback
from Product
Manager
Feedback
from
Developers
Feedback
from Client
Feedback
from Users
Layers of Design Feedback

27. Techniques
#2 Clear distinction of the roles based on skills.
UX
◉ User research
◉ Early concept modeling with Product
Manager
◉ Information Architecture (IA)
◉ User Interface (UI)
◉ Prototypes and user journey
mapping
Product Manager
◉ Business modeling
◉ Early concept modeling with UX and
engineering team
◉ Feature prioritization & scope plan
◉ Product marketing
◉ Teams coordination

28. Techniques
#3 Test solutions together.
◉Usability testing
◉Whiteboard meetings
◉Quick prototypes or MVPs
◉Sketch ideas

29. Techniques
#4 Alignment of PM and UX roadmaps.

30. Techniques
#5 Work with PMs to establish key customer perspective KPIs.
Are we delivering
a good user
experience to our
customers?
User
Experience
Index To what extent are
we keeping the
customers we
acquired?
Customer
Retention
Reference from https://ux.shopify.com/good-things-happen-when-a-product-manager-pairs-with-a-ux-researcher-a88923c94ce8

31. ◉ Product Managers should look to UX designers for their expertise in product
design and usability studies
◉ UX designers should make it easy for PMs to actively participate in the UX
research and design process
◉ UX designers should seek to understand the bigger picture – market,
competition, strategy, sales process
◉ Stay humble and leave ego at the door
And a Few Tips

32. Final Thoughts

33. Quick Recap
◉Product Management sets the vision and User Experience builds that vision
◉A definitive overlap, in the roles which needs to be embraced
◉PM is not same as UX, they are two distinct skills
◉Collaborative work is crucial to create great product experiences
◉Feedback from users at every step is very important to design successful products
◉Test the design and solutions in collaboration to encourage healthy discussions
◉Alignment of PM and UX roadmaps provides a better context in decision making

34. Credits & References
Special thanks to all the people who made and released these awesome resources:
◉ Presentation template by SlidesCarnival
◉ https://uxmastery.com/get-to-know-product-management/
◉ https://www.aha.io/roadmapping/guide/product-management
◉ https://alphahq.com/blog/best-ways-product-managers-align-ux-teams/
◉ https://ux.shopify.com/good-things-happen-when-a-product-manager-pairs-with-a-ux-researcher-a88923c94ce8
◉ https://uxplanet.org/6-common-mistakes-designers-make-when-working-with-product-managers-bc97aac93806
◉ https://www.productplan.com/product-and-ux-collaborate/
◉ https://melissaperri.com/blog/2016/01/17/pmvsux
◉ https://www.invisionapp.com/blog/product-ux-team-collaboration/

35. Thanks
◉Share your experiences with collaborative work between PM and UX as a part of class
project and upload in projects gallery
◉Post your questions in community discussions section
◉Follow my profile on Twitter (@surbhimahnot) or LinkedIn (@surbhimahnot) for any further
discussions
◉Share your reviews about the class