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Graphic designer invoice example for Product Management

when it comes to building great products it takes a village but within that Village two key players stand out the product designer and the product manager but who is responsible for turning your favorite products into reality either the product designer the product manager or both that's our topic today hi I'm Elia the founder of alakin a product design Agency for SAS and today I'll tell you my thoughts on product designer slash product manager collaboration [Music] let's start with product managers what is so special about them when a product succeeds it's because everyone on the team did what they needed to do but when a product fails is the product manager's fault this is a quote from Marty kagan's inspired and it explains how much responsibility lies on PMS by the way I strongly recommend the book especially in the chapter about the product design to be good at their job PM needed to go beyond operational management there are the link between developers designers Marketing sales Founders and whoever else is in the team which means that they need to understand well what all these people do ing to Marty kagan's there are four whales of deep knowledge that make the base of product managers expertise they have to know first of all customers this means understanding how your customers live think interact with the product which is essential to understand user needs and second data meaning data about app performance kpis Etc because the ability to collect read and analyze data is what allows one to make decisions based on improving hypothesis and not just follow their feelings a good product measure has to navigate through the ocean of kpis and not to get misguided by Vanity Matrix third the business and they have to know the place of their product in the business and keep in mind all the stakeholders both inner and external and finally market and Industry in order to make products successful a product manager needs to know the industry really well this means keeping an eye on what their competitors are doing and understanding their strengths and weaknesses all of that is essential to work on product development strategy roadmap product Vision product Market feed and drive the product to success product managers cannot do that alone their job is to organize the work of the product team and guide it in the direction of the product that would make their users lives easier perfect now let's talk about product designers what do they do information architecture user flows wireframes interface prototype testings all that stuff it requires knowledge of design thinking human psychology user research and of course some graphic skills if some of these words sound new to you just browse through my channel I have lots of info on product design speaking of the design process here are the main steps first designers need to emphasize with users and customers this means trying to understand how they feel what they think and what they need they achieve this by talking to users observing them and putting themselves in their shoes one thing you've got a handle on the user's needs the next step is to define the problem but here's the trick designers need to define the problem based on what users actually need rather than what they think the solution should be after that it's time for ideation it is when designers start brainstorming solutions to the problem to get the best results it's recommended to use integrative thinking and involve people with diverse backgrounds in the process once they have some potential Solutions designers create a prototype but it's important not to get too carried away with the Perfection and in this scale the Prototype just needs to be good enough to get the next step testing the Prototype This Is The Moment of Truth ideally designers should test it with the same users they emphasized with in the beginning if the Prototype doesn't solve the problem it's back to step one to start the whole process over again you can learn more about the iterated design process in this video the key difference between product designers and product managers is that designers focus more on users needs rather than technology and business needs to let you better understand what product managers do I'll just name a few questions they face daily what problems do our customers have and how can we solve them what resources do we need and how can we allocate them what market trends and competitors should we know about what are the priority features to develop how do we balance short-term Revenue with long-term vision and here are the questions that product designers face how can we improve user flow what are the most challenging points for the users what can be done to help users reach their goals faster how can we design for accessibility and inclusivity how can we ensure consistency across the product team you get the difference now what unites product managers and product designers they have a common objective to make a great product and they need each other for that but in the end the main principles are the same for both focus on customers when a product manager always gives priority to business needs the product fails people don't buy things they don't enjoy using even if you invest a fortune in marketing not only customer success managers has to be familiar with customer profiles and their needs but both product managers and product designers should focus on customers testing and iterating when a product team relies too much on their iteration and rushes to launch a product without proper testing it can be a recipe for disaster it's like trying to cook a complicated dish without tasting it as you go along you might end up with something that's completely unadvertising in the world of product design it's essential to test ideas and to be open to making changes until you're delivering the best possible value to both the customers and the business this can involve a lot of trial and error but it's worth it in the end making research-based decisions both product managers and product designers should do research analyze results and avoid bias for example we always want to make sure that our clients decide to make a redesign not just because they want something new but because the audit has shown that the existing design is not performing well and of course it means investing in research these rules are what makes team look in One Direction and make the best design if this video was helpful please like And subscribe see you in the next video [Music] foreign [Music]