Which business does not want to build a product that fails to create an impressive user experience? The truth of the matter is that, in order to create successful products, the product management team of any organization should be completely aligned to their UX Design team in terms of goals, execution and expectations. Unfortunately, this is a rare sight even in the most modern of the organizations. Despite understanding the synergies between UX design and product development, both the teams in a typical organization continue to work in siloed environments. This, more often than not, can result in loss of productivity, extended time to market and more costs incurred than expected owing to insufficient communication and collaboration of efforts. This can also be one of the main reasons why a particular product is not able to succeed to its full potential. We must first of all agree that a good user experience can totally make or break the product. The usability and ease-of-use of any product, are therefore, one of the key concerns for any organization that aims to achieve customer delight with their product.
This is the reason why user experience and product management go hand-in-hand. Understanding this very fact, companies these days are investing big-time for adopting an integrated approach to their product management and User experience. Here are a few useful tips for working in this direction:
- Bring clarity of Communication between UX design and product management
The Intent of the UX design needs to be totally in line with those of the organizational objectives. This can be made possible only when there is clarity of communication between the UX design and product management teams with respect to the expectations from UX in attaining efficient product management. The results of a perfectly integrated UX design and product management become visible to everyone when your UX design contributes majorly to the website conversion rate.
- Define the Roles and Responsibilities
While a product manager’s job is to deal with the cross-functional teams at the organization with the responsibilities ranging from strategic decisions to ensuring efficient execution, the UX designer is responsible mostly for the appropriate execution of the product development process and looking after the little details that matter. Having a clear demarcation between the roles and responsibilities of a product manager and a UX designer helps both better appreciate how they can constructively contribute to a well-coordinated approach for developing the product successfully.
- User testing helps key product decisions
In case of a contradiction between the ideas of UX design and product management regarding the key product features or other aspects of the product, it is the best to adopt an evidence based approach for deciding which way to go. Performing a user test can provide you with insight into the ideal product approach that can help you impress the consumers. This helps you resolve any potential conflict between UX design and product management already, with the ultimate aim to positively impact the website conversion rate.
So, while a UX designer should be able to translate the business strategies into UX design functionality, the product manager should be able to evaluate the impact of the design to ensure that it is working for the business, involve everyone, build a case and effectively communicate their success story in the media. This is how UX design and product management can work in coherence to ensure development of successful products and eventually, building of unforgettable brands.