Information Week: How Data Usage Improves Product Management

Organizations are drowning in data. Yet, product managers may not be using it to the best of their ability. Thinking holistically helps.

Think Holistically 

It’s wise to think about products at a holistic level, from a full customer experience point of view. That requires both qualitative and quantitative data.  

Jeff Piazza, SVP of experience design at digital transformation and product development services firm Orion Innovation, says his company starts with primary research to inform both the design team and the product management team in terms of what features to include or not include in an app. 

For example, in the case of a contractor app, they worked hand-in-glove with that client on market research. As part of that, they studied the market, voice of the customer, and more. 

“We’d send out a couple examples of a flow and get an understanding of whether it would resonate with the audience or not. In addition to that, we spent time at their partnership events. We set up an innovation booth that allowed us to be on the ground and prototype using Figma. [We walked] through the different scenarios to really understand how people would use this day to day,” says Piazza. “That allowed us to understand what to include or not include before we move into a build phase.” 

Read the full article on InformationWeek.com.