Being a software tester at first gave me the advantage of knowing the product already, as well as the team members and the processes within the team. I started out as a software tester and then asked to move to product management. That is how I moved into the DPM position myself. This way usually works best if you move positions within a company and if you have a mentor to learn from. One way is to move into the position from a related field and learn everything on the job. There are several ways to get into digital product management. However, here a list of the main skills each DPM should have:Ĥ. ![]() The spectrum of responsibilities within digital product management is broad and so is the spectrum of skills necessary. These days, there are many tools that visualize such data, to make monitoring and analyzing it as easy as possible. These KPIs measure things such as how active the user has been on the product, how much it costs to convert a user from a non paying to a paying one or how long a user stayed during a session. ĭefining and monitoring KPIs: In order to find out how the product is performing and whether the company goals are achieved, a DPM will have to set and monitor key performance indicators. Learn more about how PMs carry this out in our full guide to stakeholder managemen t. Stakeholder management: As mentioned above, the DPM works together with a lot of people from different departments to plan and build the product.įurthermore, it’s their responsibility to report the performance of the product to relevant stakeholders that need this information, as well as offer support when it comes to issues the product might experience. These solutions usually come in the form of new functions to the product, called features, which need to be integrated into the roadmap and prioritized against each other. For this, a DPM will have to analyze the market, deeply understand the user’s needs, and take into account the company’s overall goals.įeature planning and prioritization: Together with a multidisciplinary team, usually made up of a UX and/or UI designer, a software developer and other relevant stakeholders, such as someone from Sales, Account Management, or Marketing, the digital product manager runs through a discovery process to find appropriate solutions to the user’s problems. Product strategy: A crucial part of product management is planning the short, mid, and long term strategy for the product, in the form of a roadmap. While the tasks of a digital product manager can vary from company to company, here are some of the main responsibilities they usually take on: ![]() The DPM will also keep a close eye on data, such as key performance indicators (also known as KPIs), in order to make informed decisions and track the product success. Then they communicate the plans to the development team, who will build the product, and manage their workload. With this vision in mind, they work on a concept, which happens in collaboration with a cross-functional team. They have a vision for the product, which takes into account the needs of the users, as well as the overarching business goals. ![]() The DPM is responsible to lead and manage the complete product development cycle. They play a vital part in the product development process, where they serve as visionary, strategist, and team manager-as well acting as a bridge between departments. How to become a digital product managerĪ digital product manager (DPM) is someone who focuses on digital products or services, as opposed to physical ones.What does a digital product manager do?.This article delves into the responsibilities and skills of a digital product manager, shedding light on what sets them apart in the digital landscape. But what exactly do they do and why is their role so essential to product development? Through their insights and expertise they can contribute greatly to the seamless functioning of digital products. In our ever-evolving digital world, the digital product manager has become one of the most sought-after positions in tech.
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