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Digital Product Management: Design websites and mobile apps that exceed expectations

Book Description

Product management improves the odds that your web sites and apps will be successful, and affirms the value that design brings to organizations and companies.

App stores overflow with apps, and the Web seems to have more sites, content, and applications than people could possibly need. So how do you know that you are designing things that will be useful and, ultimately, successful?

That’s where product management comes in. Use market research to identify problems that people and organizations are really having, and then apply your creative and technical experience to design digital products that meet those needs with high levels of customer satisfaction

Includes a foreword by Whitney Hess, founder and principal of the user experience consultancy Vicarious Partners, and the author of the Pleasure & Pain blog at

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Contents
  4. Dedication
  5. Acknowledgements
  6. Foreword
  7. Introduction
    1. What is product management?
    2. Is product management for me?
  8. Chapter 1. What Is a Product?
    1. Products are made and sold
    2. Selling products involves experiences
    3. Websites and apps are also products
    4. Be a reflective practitioner
    5. Product management connects creativity to business
    6. Summary
    7. References
  9. Chapter 2. Understanding Markets and Customer Expectations
    1. Markets and demand
    2. Customers define value
    3. Markets and supply
    4. Who is a customer?
    5. Focusing on market problems
    6. Summary
  10. Chapter 3. Writing User Stories
    1. Principles of creating user stories
    2. Three elements of a great user story
    3. Summary
  11. Chapter 4. Analyzing and Prioritizing Enhancements
    1. Maslow’s hierarchy of human needs
    2. The Kano Model
    3. Summary
    4. References
  12. Chapter 5. Completing Minimum Viable Products
    1. What is an MVP?
    2. Getting feedback about an MVP
    3. Summary
    4. References
  13. Chapter 6. Measuring Success
    1. Return to your user stories
    2. External customers
    3. Internal customers
    4. Summary
  14. Chapter 7. Communicating Product Success
    1. Visualizing product data
    2. Writing product reports
    3. Competitive analysis
    4. Summary
    5. References
  15. Chapter 8. Getting It Done
    1. Make time for product management in your current job
    2. Make time for product management in someone else’s job
    3. Create a new product management position for someone else
    4. Create or find a new product management position for yourself
    5. Summary
    6. References
  16. Appendix: Product Design Research
    1. A/B Testing
    2. Heuristic evaluation
    3. Personas
    4. Shadowing
    5. User journey map
    6. References
  17. Index