Product Management continuously explores the Solution Context, gathering qualitative and quantitative insights about market dynamics and user preferences. These insights inform both business strategy and technical strategy and produce the hypotheses that fuel the Continuous Delivery Pipeline. Conduct primary and secondary research – Primary data answers specific questions about product-market fit in specific usage contexts. Secondary data reveals macro-level trends across broad cross-sections of the market. Product Management leverages both to inform overall product strategy and specific elements of product design. Apply market segmentation – Not all users are the same. They have different challenges, desire different features, and value products differently at different times. Product Management divides the user population into segments based on common characteristics and defines solutions for the most appealing segments. Identify market rhythms and events – Market rhythms are predictable, often seasonal, patterns in supply and demand that inform periodic release schedules. Market events, such as regulatory changes, patent expirations, and releases from competitors, occur more sporadically and require Product Management to plan for dynamic, out-of-cycle releases. Understand end-user needs – Ensuring that solutions deliver maximum business benefit requires a deep understanding of the needs of end users. Product Management employs iterative elicitation techniques such as Lean UX, human-centered design (HCD), and journey mapping to evolve product strategy in alignment with these ever-changing needs.
four distinct stages of the product life cycle: introduction, growth, maturity, and decline.
Converting ideas into a steady stream of valuable products and services is a complex endeavor that requires ongoing coordination and communication across the organization.
Product Management ensures that solutions deliver tangible business value.
Product Management is responsible for defining desirable, viable, feasible, and sustainable solutions that meet customer needs and for supporting development across the entire product life cycle.
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