Full Description
The book describes the various areas of digital product management: from vision and strategy development, idea generation and evaluation to actual product development and subsequent performance analysis. The central tasks and touch points are explained from the perspective of the product manager (product owner).
In addition to agile methods and working models, the authors also cover specific tools that can be used to manage the development of digital products successfully.
A book for anyone working in product management, software development, business development or marketing and sales, as well as for interested students.
"The role of a product manager is crucial to the successful development of digital products. This book provides an excellent overview of the most important methods of modern product management." Stefan Vosskötter, founder and managing director of digitale-leute.de & deutsche-startups.de
"The authors present a variety of methods and tools in a comprehensive and detailed manner, providing the reader with concrete assistance in mastering the challenges of digital product management." Cord Grünewald, CPO Kleinanzeigen
From the content: Introduction to Digital Product Management · User-Centered Product Visions · Product Discovery · Validation of Product Ideas in the Market · Alignment - How to Achieve Good Coordination · Impact-Oriented Product Management with OKR · Product Delivery · Lateral Leadership in Product Management · Product Owner and Scrum Master · Understanding User Experience · Data Analytics · Growth - The Matter of Growth · Holistic Understanding of Product Management · The Agile Transformation of Hanseatic Bank
Contents
User-centric product visions.- Product strategy.- Objectives and key results (OKR).- Product roadmaps.- Product discovery.- Validation of product ideas.- Product delivery.- Growth.- Product changes.- A/B testing in digital product management.- Becoming an outstanding product manager.- Product sense.- Product leadership.- Alignment.- Product evangelizing and storytelling.- Product owner and scrum master.- User experience.- Data analytics.- Product organizations.- Agile frameworks.
