Digital Product Manager, what it is and what you need to study
Posted: Thu Dec 05, 2024 9:53 am
In this article we will talk about the digital product manager , what it is, the work environment in which it is involved, why it is so important for companies and what you have to study to become one.
In addition, we will see the main difference with the product manager and why it would be difficult for the latter to do the work of a DPM.
What is a digital product manager?
The digital product manager develops digital products and boosts their sales . To do this, he or she must have knowledge in 3 fairly broad fields and understand the state of the sales funnel very well in order to gradually optimize it.
These are the 3 areas that this professional must know, although bc data india he does not need to be an expert in any of them:
User Experience (UX): A DPM must understand the user and their psychology. Why do they want to use your product? What is their motivation for visiting your website? Where do they come from? Their profile… They must do everything possible to understand the user who buys or visits the company's website.
Technology: Understand the technological elements you work with. These can vary depending on the company, from mobile phones to virtual reality glasses or even artificial intelligence.
Business: This profile is very business-oriented and aims to achieve economic benefits by providing value to the customer. This is how to achieve customer loyalty and recurrence over time.
The most important thing about the role of a digital product manager is their versatility. They may not be experts in these three branches, but they contribute a lot to them and make very important decisions in the business, as they connect these three disciplines very well. In a more colloquial jargon, we could say that a DPM forms a kind of “bridge” between designers, programmers and business profiles.
After giving us an idea of the type of professional a digital product manager is and the knowledge they need to have, we are going to explain their day-to-day work.
Duties of a digital product manager
In this subsection we will show what a DPM has to do to achieve his objectives in the company. He does not do this alone, but the fact of being involved in so many different parts of the process and leading them makes us see how comprehensive this job is.
For this reason, it is essential to comment on how important it is for this profile to know how to communicate well with all the people in the different departments of the company, understand what they do and share ideas.
This is the process of digital product development led by this professional profile:
Initiation: what is done in this phase is a minimum viable product, which is based precisely on that, on creating the minimum and cheapest version of a product or service to check if it is worth continuing to develop it.
Measurement: This is where we find understanding the user. It is very common to use Google Analytics, heat map tools, session recordings, surveys, interviews, A/B testing… everything necessary to understand user behavior.
Design: At this stage, the project has already taken sufficient shape to warrant investing more resources prior to validation by the team.
Prioritization: discarding tools and functions is also part of a DPM's job, as they must meet established deadlines.
Execution: This is where agile methodologies come into play . It is necessary to have almost daily meetings and good team communication.
Throughout this process, problems are connected to data to obtain solutions, so that these solutions are then structured in a visual and understandable way with the aim of executing them quickly.
In addition, we will see the main difference with the product manager and why it would be difficult for the latter to do the work of a DPM.
What is a digital product manager?
The digital product manager develops digital products and boosts their sales . To do this, he or she must have knowledge in 3 fairly broad fields and understand the state of the sales funnel very well in order to gradually optimize it.
These are the 3 areas that this professional must know, although bc data india he does not need to be an expert in any of them:
User Experience (UX): A DPM must understand the user and their psychology. Why do they want to use your product? What is their motivation for visiting your website? Where do they come from? Their profile… They must do everything possible to understand the user who buys or visits the company's website.
Technology: Understand the technological elements you work with. These can vary depending on the company, from mobile phones to virtual reality glasses or even artificial intelligence.
Business: This profile is very business-oriented and aims to achieve economic benefits by providing value to the customer. This is how to achieve customer loyalty and recurrence over time.
The most important thing about the role of a digital product manager is their versatility. They may not be experts in these three branches, but they contribute a lot to them and make very important decisions in the business, as they connect these three disciplines very well. In a more colloquial jargon, we could say that a DPM forms a kind of “bridge” between designers, programmers and business profiles.
After giving us an idea of the type of professional a digital product manager is and the knowledge they need to have, we are going to explain their day-to-day work.
Duties of a digital product manager
In this subsection we will show what a DPM has to do to achieve his objectives in the company. He does not do this alone, but the fact of being involved in so many different parts of the process and leading them makes us see how comprehensive this job is.
For this reason, it is essential to comment on how important it is for this profile to know how to communicate well with all the people in the different departments of the company, understand what they do and share ideas.
This is the process of digital product development led by this professional profile:
Initiation: what is done in this phase is a minimum viable product, which is based precisely on that, on creating the minimum and cheapest version of a product or service to check if it is worth continuing to develop it.
Measurement: This is where we find understanding the user. It is very common to use Google Analytics, heat map tools, session recordings, surveys, interviews, A/B testing… everything necessary to understand user behavior.
Design: At this stage, the project has already taken sufficient shape to warrant investing more resources prior to validation by the team.
Prioritization: discarding tools and functions is also part of a DPM's job, as they must meet established deadlines.
Execution: This is where agile methodologies come into play . It is necessary to have almost daily meetings and good team communication.
Throughout this process, problems are connected to data to obtain solutions, so that these solutions are then structured in a visual and understandable way with the aim of executing them quickly.