The core relationship between Product Management and UX Design & why it’s key to product & business success. Watch the video here: https://youtu.be/vj6ykho6nc0

1. THE CORE RELATIONSHIP BETWEEN
PRODUCT MANAGEMENT AND UX
DESIGN why it’s key to product & business success.
Nikkel Blaase • Sr. Product Designer • @JAF_Designer

2. Product Development
UX
Design
Product
Management
Engineering
Desirability Viability
Feasibility
UX
Design
Product
Management
Engineering
Desirability Viability
Feasibility

3. Engineering
Feasibility
UX
Design
Product
Management
Desirability Viability
UX
Design
Product
Management
Engineering
Product Development
Desirability Viability
Feasibility

4. UX DESIGN

6. Design is really about solving people problems
• People simply don’t care about …
• your product features.
• your business needs.
• your quarterly goals.
👻

7. Design is really about solving people problems
• People simply don’t care about …
• your product features.
• your business needs.
• your quarterly goals.
• getting their problems
solved.
• getting their jobs done
whenever they struggle.
• People care about …👻 ❤
—> SERVE USER NEEDS AND CREATE USER VALUE

8. »UX Design is mainly about solving people
problems in order to create User Value«

9. »If you’re only using
your designers to create
the interaction and
visual design, you’re
only getting about half
the value of your
designers.«
–Marty Cagan

10. UX Designers
Problem
Solution
People
VD IxD
AND
• Designers make products desirable.
• They create user value by solving real
people problem.
• Make Interfaces beautiful, simple, easy-
to-use .

11. 0
PRODUCT MANAGEMENT

12. Product Management is about outcome
• Aim towards achieving a business outcome:
• Maximise business value.
• Achieve business goals.
• Align product vision & strategy to the company’s mission.

13. »Product Management is mainly about
building viable products in order to generate
Business Value«

14. Product Managers
Vision
Strategy
Business goals
• Product Managers make products viable.
• They create business outcome.
• Transfer the company’s mission into
product strategy and product vision.
AND

15. UX DESIGN
PRODUCT
MANAGEMENT

16. The Product Thinking mindset
Desirable Viable
BusinessValue
UserValue
UX
Design
Product
Management
PRODUCT THINKING

17. r
Product Management
Vision
Strategy
Business goals
UX Design
Problem
Solution
People
BusinessValue
UserValue
PRODUCT THINKING

18. Good products start with good questions
• Why are we doing this?
• For whom are we doing this?
• What problem do we solve?
• How are we solving the problem?
• What do we want to achieve?
Vision
Audience
Problem
Strategy
Goals

19. In order to (Vision),
our product will solve (Target Audience)
problem of (User problem)
by giving them (Strategy).
We will know if our product works, when we see (Goal)
What is the Product?
— The Product Statement —

20. The Unstuck Map

21. www.unstuckmap.com

22. https://www.uber.com/

23. Discover & understand what to build
Vision
Audience
Problem
Strategy
Goals
Getting home from a
bar at night
100k paying customers
Get people from point A to point
B anywhere, anytime
A simple way to request a ride
Late night drinks lovers

24. In order to (Vision),
our product will solve (Target Audience)
problem of (User problem)
by giving them (Strategy).
We will know if our product works, when we see (Goal)
late night drinks lovers’
getting home from a bar at night
a simple way to request a ride
more new ride requests
get from point A to point B anywhere, anytime
— The Product Statement —
UBER’s product

25. On-demand taxi (Tap a button,
get a ride)

26. Product Thinking
• The glue that keeps UX and PM together.
• Work better together: Discovery & Understand, Align & Agree.
• Build the right product for the right people serving the right
needs and drive the company’s mission.
• Bridge the gap between the reality of user needs and business
vision.

27. PRODUCT THINKING
=
COLLABORATION

28. TOGETHER
IS KEY TO SUCCESS

29. Riding the tandem
✓ Hard alone, but easier, faster and more efficient together.
Product Thinking

30. Riding the tandem
✓ Establishes a fruitful relationship between Product Management
and UX Design and therefore leads to stronger products.
✓ Speak the same language.
✓ Create high performing UX/PM teams.

31. How to work better together
1. Ride the tandem together.
2. Complement each other, but also try to challenge each other
with your unique perspective.
3. Answer the right questions together and build products that
serve user needs as well as drive business results.
3
2
1

32. How to work better together
1. Involve UX into business and strategic decision makings /
Involve PM into user research.
2. Have a continuous ongoing conversation.
3. Learn, fail and grow together.6
5
4

33. PRODUCT
THINKING
Why UX / PM are key to product & business success
UX
Design
Product
Management
PRODUCT THINKING IS IN THE HEART OF UX / PM PARTNERSHIP

34. »Behind every great
product, there is a great
product manager«
–Marty Cagan

35. „BEHIND EVERY GREAT
PRODUCT, THERE IS A
GREAT COLLABORATION
BETWEEN PRODUCT
MANAGER & UX DESIGNER

36. Thank You!
Nikkel Blaase • Sr. Product Designer • @JAF_Designer
#productthinking
@JAF_Designer
www.designmadeforyou.com • www.nikkel-blaase.com

37. Further Readings
• https://medium.com/@jaf_designer
• Why product thinking is the next big thing in UX design
• What people really want
• The future of UX design
• http://www.unstuckmap.com