Product Design/Story boarding within Storia is the bridge between Product Management and Product Development. Product Management quantifies the problems, writes requirements, and validates the solution; Product Design analyzes the requirements, designs the solution, and writes specifications; and Product Development builds the solution, tests and fixes bugs, and writes documentation.
While Product Management is focused on the market and the customers’ business needs and Development is focused on the customers’ technology needs, a Product Manager (through Storia) can help focus on the customers’ end-user needs. Product Design/Story boarding helps focus on the users’ experience and their interaction with the technology, idea or product.
What does a product manager do?
When thinking about what a product manager needs to know, we first need to consider what a product manager does. A PM is the “product owner”, which means that they possess responsibility over every aspect of a product’s execution. They need to be able to:
– Understand the overall market and competitive space – and determine market segmentation, product pricing, positioning, and more
– Understand user needs, pain points, and goals
– Create a strategy/vision for a product that responds to these user and market needs
– Convey that strategy in the form of a short- and long-term product roadmap, prioritizing features based on level of importance and time to execute
– Define a set of business and product requirements to communicate the product strategy to various stakeholders
– Help coordinate and support the different teams that go into product creation — business, engineering, design, sales, marketing, and support teams
– Communicate with the market at large
Whew! That seems pretty overwhelming, right? No one said this was an easy job. Below is a diagram that outlines a PM's responsibilities quite concisely.
Identify problems & quantify opportunities
Product Management identifies problems in the marketplace, conducts analysis, and quantifies opportunities for solutions to the problems. Product Management develops a better understanding of the market, customers, and the customers’ end-users, to create Buyer and User Personas. Personas are a stand-in for a unique group of people who share common goals. They are fictional representatives—archetypes based on the users’ behaviors, attitudes, and goals. Once personas have been developed, scenarios are created. Scenarios are “short stories” that describe a user’s interaction with the solution. Stories are useful to Product Management to help define the business cases and useful for Product Design to help define the brand identity and user need. Microsoft Powerpoint and other similar software is available to help outline a story or a brands identity, but they lack cohesion and collaboration in real-time.