“Delivering features doesn’t mean you are delivering value, just like telling a joke doesn’t mean people will laugh. It’s all about how customers receive your feature and if it helps them to meet their goals.”
If ever there was a quote to sum up the essence of product management, it’s that one from Maarten Dalmijn, former Head of Product at Rodeo.
A good product manager knows that unless a product has features that are actually usable, it won’t achieve its intended purpose of being a helpful, desirable product that benefits both its users and the business that’s selling it (in fact, more often than not, it’ll fail and cost companies significant money). And the only way to know if a product’s features are wanted and usable is by taking UX research seriously.
Defining the role: what makes a product manager?
No one is better positioned to champion research than the product manager. This is because the product manager owns and defines the overall vision for the product, guides teams through development, defines and identifies problems in product design, and leads the charge in the go-to-market strategy. They take information and turn it into structure, knowledge, and execution. At their very best, they bring empathy to projects by understanding the needs and perspectives of users and by working collaboratively with their teams to build user-centric products.
UX research is an essential step in building a product with features that are actually usable, rather than simply adding things on for the sake of adding things (or because that’s what the competition is doing).
When to be involved in research as a PM
To put it simply, product managers should be involved in providing structure and vision to user research continuously throughout product development, from the earliest ideation phase right through until launch and post-launch analysis. There are different kinds of research necessary at different phases in the product development process, a mixture of qualitative and quantitative methods; let’s look now at what PM involvement might look like throughout the process.
During the discovery phase
The PM uses this phase to explore what pain points exist in the customer base and learn about the context of those problems. Field studies, surveys, and diary studies are helpful during this phase.
- Researcher role: Conduct field studies, surveys, and diary studies to gather data on customer pain points.
- Product manager role: Provide support by setting the research agenda, defining the scope, and ensuring that the studies align with the product vision. The PM interprets findings to identify core problems and ensures the research is targeted towards actionable insights.
During the definition phase
This is the phase when the PM prioritizes pain points and chooses which one to make the core focus in product development. During this phase, the PM will also suggest potential solutions. User interviews can be very effective at this phase.
- Researcher role: Conduct user interviews to gather in-depth insights into prioritized pain points and potential solutions.
- Product manager role: Support researchers by prioritizing which pain points to focus on based on strategic goals and potential impact. The PM makes sure that the research efforts are directed towards solving the most critical issues and guides the formulation of possible solutions.
During the development phase
The PM has enough information gathered at this phase to select a few solutions to test. This is when A/B testing, usability testing, and unmoderated testing methods come into play.
- Researcher role: Conduct A/B testing, usability testing, and unmoderated testing to evaluate the effectiveness of proposed solutions.
- Product manager role: Provide oversight by selecting which solutions to test and ensuring the tests align with product goals. The PM supports researchers by facilitating access to necessary resources, defining success metrics, and interpreting test results to make informed decisions.
During the launch phase
The PM directs the launch of the solution and measures its impact by paying attention to how the solution performs based on expectations. Usability and A/B testing as well as usage analysis are part of the process at this phase.
- Researcher role: Conduct usability testing, A/B testing, and usage analysis to assess the performance of the solution during the launch.
- Product manager role: Support the launch by overseeing the implementation of testing and analysis strategies. The PM ensures the research findings are used to validate the solution's effectiveness and make any necessary adjustments.
Post launch
The PM should continue to gather feedback and data to assess long-term user satisfaction and product performance. This involves monitoring key metrics, conducting follow-up surveys, and regular usability testing. The goal is to identify any new issues that arise, gather insights for future improvements, and ensure the product evolves to meet user needs and market demands.
- Researcher role: Conduct follow-up surveys, monitor key metrics, and perform continuous usability testing to gather feedback and assess product performance.
- Product manager role: Provide oversight anchored in continuous data collection and analysis. The PM supports researchers by structuring the way metrics are monitored and by facilitating ongoing user engagement.
How product managers can collaborating effectively with UX research teams
The key to a successful collaboration between product managers and UX research teams is having a shared sense of goals, timelines, and objectives—while also having respect for the differences in the strengths and areas of focus between the two.
Both project managers and UX research teams are involved in research, but it’s important to lay out beforehand in what way, and when, throughout the process. A project manager should have working knowledge around conducting research such as surveys, A/B testing, and research around small product shifts. UX researchers should take on the more complex areas of research like ethnographic research, qualitative research analysis, setting up research strategies and methodologies, writing and conducting interviews, and writing detailed reports on user behavior and insights. They should also be adept at synthesizing findings into actionable recommendations for design and product teams–this includes developing personas, user journey maps, and other similar tools used for communicating user needs and behaviors.
Product managers are the prime people who ensure that user research is at the heart of the product development process. When PMs continuously engage with UX researchers, this bears itself out in products that are not only functional but also truly valuable. By respecting the unique expertise of their colleagues and fostering a culture of open communication and shared knowledge, product managers can direct the creation of user-centric products that stand out in the market and land with the desired impact.