A New Expert: The Digital Product Manager

A New Expert: The Digital Product Manager

Digital Product Manager: We are all aware that the development of innovative products involves the work of different roles for their creation, and even more so in the world of technology, which today is in constant and accelerated change. That is why in the case of software development —and depending on the organization— one of these new trending roles is the Digital Product Manager (DPM).

In the following sections, you will learn more about this character and what differentiates him from the conventional Product Manager. In addition to the technical knowledge demanded and relevant soft skills for the adequate performance of his role, who a few years ago did not even exist.

What is it about?

Product Management or Product Management is an organizational function responsible for managing the life cycle and boosting its sales. However, depending on the type of product, there are two profiles: the Digital Product Manager and the Product Manager itself. In the first case, they work with purely digital products, while in the second, they deal with physical products. 

Both roles are in charge of creating strategies and the supervision of execution and monitoring of results. However, in the case of DPM, product releases are faster because previous test versions are continuously testing them. In addition to this, the work with the development team is carried out through the use of methodologies such as Design Thinking, Design Sprint, Lean Launchpad, among others.

knowledge and skills

It is said that a good Digital Product Manager must fundamentally have skills in the following three profiles: Business, Technology and UX. While he doesn’t have to be an expert in these three areas, he should be proficient in at least one and have basic knowledge of the others. Below we show you the importance of each one.

Business: DPM is focused on making the product under development part of the company’s core business and, in turn, profitable, that is, minimizing costs and maximizing return on investment.

Technology: You must have a good understanding of the technologies used to build the product and what resources will be needed for that purpose. Some authors affirm that the DPM must know how to program.

User experience: The Product Manager doesn’t need to know how to do interface design or in-depth market research. Instead, you must be in frequent communication with customers to receive feedback, analyze collected data and be the voice of the customer in the company.

In addition to this, you must have soft skills such as leadership to be able to guide the project optimally; empathy, strategic thinking and analytical skills to be able to draw conclusions based on the user’s needs; communication to be able to explain the strategies to be executed; as well as financial and project management skills.

The ultimate responsible

The functions may vary depending on the company and how this particular role is defined. But the vast majority will be in charge of managing the project from the conception of the business idea, passing through the design, testing, operational plan and marketing plan, analysis and feedback of the launched product. In that order of ideas, the Digital Product Manager is ultimately responsible for the development created; because he must ensure that the software meets the customer’s business objectives and meets user expectations.

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