Product Management: Building Great Products
What you'll learn
- Identify latent needs in qualitative research. This provides participants with the ability to identify important insights that can become foundational elements.
- Think critically about what people want, need, and desire. This provides participants with the ability to be keen observers of behavior and identify hidden or non-obvious opportunities.
- Speak confidently about complex and ill-defined ideas. This gives participants the ability to compel and persuade their peers to follow them in a particular strategic direction.
- Describe the value of a new product. This provides participants with the language necessary to convince a team – and themselves – that an idea is worth pursuing.
- Identify the sequence and pacing of developing and releasing new features. This provides participants with the ability to work in a resource constrained environment and to show how small ideas build to big results.
- Produce visual artifacts that simplify complex ideas. This gives participants the ability to synthesize complexity so that other people can understand and support a new idea.
Requirements
- You should have a large workspace where you can spread out all of the course materials
- (Optionally) You should have a friend who can work through the course with you
Description
Overview
This course presents an introduction to product management – the process and skills necessary to develop a new idea and bring it to market. This training will help you better think about how to bring innovative new products to market. The course is structured around three main themes:
- Defining market opportunities, or arriving at insight
- Positioning solutions, and learning to articulate value
- Structuring delivery by constraining and prioritizing capabilities
Through a mix of lecture and hands-on exploration, participants gain familiarity and competency with the tools used by product managers to think strategically and execute effectively.
Audience
- Engineers and designers, who work with product managers and need to better understand how to communicate with them effectively
- Product managers, looking to expand their skillset to think about their job through a design lens
- Business leaders, interested in bringing new forms of creative problem solving and design thinking into their groups in order to change and direct the organizational culture
Learning objectives
As a result of taking this training in product management, participants should be able to:
- Identify latent needs in qualitative research. This provides participants with the ability to identify important insights that can become foundational elements.
- Think critically about what people want, need, and desire. This provides participants with the ability to be keen observers of behavior and identify hidden or non-obvious opportunities.
- Speak confidently about complex and ill-defined ideas. This gives participants the ability to compel and persuade their peers to follow them in a particular strategic direction.
- Describe the value of a new product. This provides participants with the language necessary to convince a team – and themselves – that an idea is worth pursuing.
- Identify the sequence and pacing of developing and releasing new features. This provides participants with the ability to work in a resource constrained environment and to show how small ideas build to big results.
- Produce visual artifacts that simplify complex ideas. This gives participants the ability to synthesize complexity so that other people can understand and support a new idea.
Skills Developed
- Product insight identification. Successful product ideas come from an understanding of human needs and desires, and meaningful empathy with the people being served. Participants will learn to develop product insights based on a process of qualitative research, translation, and synthesis.
- Product brainstorming. At the heart of a product is a story – an optimistic view of how the future will be different if a particular product exists. Participants will learn how to create multiple visions of the future through forced provocation, in order to support an emergent story of value.
- Product roadmapping. Creating a product is a long and winding road, and development pacing is always resource constrained. A product roadmap describes how features and value will be added incrementally in order to build to a cohesive and larger whole. Participants will learn how to develop a cohesive product roadmap.
- Downselection and positioning. Developing a new product requires understanding the context in which that product will be considered. Positioning methods, like a 2x2 and a Box on the Shelf are used to evaluate the relative context of a product against other ideas. Participants will learn how to leverage a 2x2 as a filter for ideas, and a Box on the Shelf exercise to develop the externally facing positioning statements for the product.
Who this course is for:
- This course is for designers, looking to broaden their skillset and abilities
- This course is for product managers, looking to understand the relationship between products, services, and design
- This course is for business owners, looking to drive revenue and growth through new innovative service offerings
Instructor
- 4.5 Instructor Rating
- 8,201 Reviews
- 20,922 Students
- 4 Courses
Jon is Partner at Modernist Studio, and the Founder and Director of Austin Center for Design. He was previously the Vice President of Design at Blackboard, the largest educational software company in the world. He joined Blackboard with the acquisition of MyEdu, a startup focused on helping students succeed in college and get jobs. His work focuses on helping design students develop autonomy through making. He has worked extensively with both startups and Fortune 500 companies, and he's most interested in humanizing educational technology.
Jon has previously held positions of Executive Director of Design Strategy at Thinktiv, a venture accelerator in Austin, Texas, and both Principal Designer and Associate Creative Director at frog design, a global innovation firm. He has been a Professor of Interaction and Industrial Design at the Savannah College of Art and Design, where he was instrumental in building both the Interaction and Industrial Design undergraduate and graduate programs. Jon has also held the role of Director for the Interaction Design Association (IxDA), and Editor-in-Chief of interactions magazine, published by the ACM. He is regularly asked to participate in high-profile conferences and judged design events, including the 2013 Cooper-Hewitt National Design Awards. He has taught at the University of Texas at Austin, the Center for Design Studies of Monterrey, in Mexico, and Malmö University, in Sweden.
Jon is the author of four books: Thoughts on Interaction Design, published by Morgan Kaufmann, Exposing the Magic of Design: A Practitioner's Guide to the Methods and Theory of Synthesis, published by Oxford University Press, Wicked Problems: Problems Worth Solving, published by Austin Center for Design, and Well Designed: How to use Empathy to Create Products People Love, published by Harvard Business Review Press.