Product Management
This process organizes, prioritizes, designs, tests, and releases new product features.
Workflow Steps
Step 1 - Idea & Opportunity Assessment
Gather ideas from customers, internal teams, and market analysis. For promising ideas, conduct an opportunity assessment to size the potential impact and effort.
Step 2 - Product Discovery & Specification
For prioritized ideas, the product manager conducts customer discovery research, writes a detailed Product Requirements Document (PRD), and works with UX/UI designers on mockups and prototypes.
Step 3 - Development & QA
The feature is added to the engineering backlog, built by the development team in an agile process, and thoroughly tested by the QA team.
Step 4 - Go-to-Market & Launch
The product marketing team prepares for launch (e.g., creating help docs, training sales). The feature is then launched to customers, often starting with a beta group.
Step 5 - Post-Launch Measurement & Iteration
The product manager measures the adoption and impact of the new feature against the initial success metrics, and uses the learnings to inform future iterations.
The Purpose of Product Management
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