Class Introduction: Digital Product Management
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The document outlines a course on product management led by Alex Cowan, emphasizing the importance of driving innovation, integrating design with business and technology, and collaborating in interdisciplinary teams. It highlights the challenges in creating value and achieving product/market fit while providing details on course expectations, experiences, grading, and resources. The course aims to develop fluency in exploring and scaling product/market fit through case discussions and project execution.
Class Introduction: Digital Product Management
- 1. © 2015 COWAN+ DIGITAL PRODUCT MANAGEMENT: SESSION 1 WELCOME Alex Cowan ALEX COWAN | alexandercowan.com | @cowanSF
- 2. © 2015 COWAN+ MANAGERS OF THE FUTURE 1. Will be responsible for driving innovation 2. Will use the tools of design to integrate business and technology with user experience 3. Will work collaboratively in small, interdisciplinary teams 4. Will be proficient with evidence-driven innovation ALEX COWAN | alexandercowan.com | @cowanSF
- 3. © 2015 COWAN+ BUT IT’S TOUGHER THAN EVER TO CREATE VALUE Sources: see bit.ly/sw-class 64% of Features Rarely or Never Used 50-70% of IT Projects Fail 90% of New Products Fail
- 4. © 2015 COWAN+ YOU, THE PRODUCT MANAGER Source: Martin Eriksson UX Tech Business
- 5. © 2015 COWAN+ YOU, THE PRODUCT MANAGER Source: IDEO’s Human-Centered Design Toolkit Desirability Feasibility Viability
- 6. © 2015 COWAN+ YOU & YOUR CUSTOMER Design Development Project Management Data Science Consulting & Support Sales & Marketing Finance & Legal Management
- 7. © 2015 COWAN+ JUST TWO THINGS 1. Getting to Product/Market Fit 2. Creating Successful Interfaces with Collaborators Across Disciplines ALEX COWAN | alexandercowan.com | @cowanSF
- 8. © 2015 COWAN+ SCALE FRIENDLY VS. INNOVATION FRIENDLY Scale Friendly Innovation Friendly $ !? ? ! ? ? ?
- 9. © 2015 COWAN+ THE PRACTICE OF DESIGN & EXPLORATION OF P/M FIT Finding the Right PROBLEM Finding the Right SOLUTION time alternatives divergence convergence divergence convergence Testable Hypothesis Source: adapted from ‘The Design of Everyday Things’
- 10. © 2015 COWAN+ COURSE POSITIONING Objective To function as a product manager in a modern team executing digital solutions. Takeaways Fluency in exploring, testing, and scaling product/market fit with an interdisciplinary team. Expectations Prepared for case discussions and in-class assignment reviews Difficulty Two ways to take the course: either for appreciation/exposure or for mastery. ALEX COWAN | alexandercowan.com | @cowanSF
- 11. © 2015 COWAN+ COURSE EXPERIENCE 1. Cases Exploration and discussion of 1) product/market fit and 2) leading collaboration across disciplines to scale it. 2. Project Execution application of selected concepts against student-generated projects ALEX COWAN | alexandercowan.com | @cowanSF
- 12. © 2015 COWAN+ COURSE EXPERIENCE ALEX COWAN | alexandercowan.com | @cowanSF sessions (roughly)estimatedclassprep. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Charter Part I Charter Part II Charter Part III Day in the Life Final Project User Stories Case (Agile) Cases (P/M Fit) Prep. (DevOps) Case (Growth Hacking) Prep. (Support & Consulting)
- 13. © 2015 COWAN+ COURSE DETAILS 1. Grading Attendance & Participation: 30% Individual Assignments: 30% Team Project: 40% 2. Working Environments Google Doc’s highly preferred but MSFT365 also OK. 3. Resources & References Cases, industry posts, Google Docs templates ALEX COWAN | alexandercowan.com | @cowanSF
- 14. © 2015 COWAN+ ABOUT ME Entrepreneur (5x) Intrapreneur (1x) ALEX COWAN | alexandercowan.com | @cowanSF
- 15. ABOUT ME ALEX COWAN | alexandercowan.com | @cowanSF bit.ly/hiagile