Digital Product Strategy: The key to great app experiences
How to create and deliver on product roadamps that achieve business goals. Let's cover the foundations of digital product strategy.
What is digital product strategy?
A product strategy is the roadmap outlining business goals and the plan to achieve them. Used for digital products, like: web applications, mobile apps, and website design.
Why is digital product strategy important?
Product strategy frameworks align team's on a few key points. Working with a common understanding helps teams reach better outcomes. Product teams (product management, UX design, and Developers) come with different skill-sets. Remove unknowns and empower your team to build better experiences.
A product strategy aims to answer a few key questions.
Why is this effort important to the business?
Who is the intended user for this effort?
Why is this work valuable to your audience?
What are you going to build to reach your goal outcomes?
How do you measure the success of this effort?
What adjustments may improve the work done?
What does a digital product strategy address?
Setting product goals
Work with your team to define and share goal outcomes. This is the foundation of the product strategy. Align your plan to achieve short-term goals, and create a backlog for future projects. Knowing the business goals of a release achieves better results than releasing a check-list of features.
Let your team explore ways to achieve business goals while delivering new value. For example: "Redesign a feature", is less effective than, "Improve user engagement by 20%". Create clarity around what is important, so everyone has the same information.
Understanding your target audience
Drive the success of your product strategy with user-centered design. Understand your target market, what challenges they face, how you can provide them with value. How might you motivate user personas to pay for your product, use it, and continue to use it.
Address what is valuable to your target audience. Focus on building features & products that improve the quality of your customer's experience. Consider using job stories, user stories, or use cases to communicate requirements.
Product planning
Use product goals and target audience information to define your product lifecycle. Find ways to develop features that your users will want, while achieving strategic goals. The product planning phase is the same as your product roadmap. Define what product or services your business is going to prioritize and deliver.
Deliver product improvements that help you achieve desired outcomes. Use your product vision to align your roadmap with long-term goals.
Design, Development, and Testing
Explore how to deliver and measure your product releases. Identify the business objectives behind each improvement shipped to users. Flesh out concepts and gather user feedback to identify product-market fit.
Testing is core to an effective digital product strategy. Making changes before a launch can be easier in most cases. Identify when things are 'good enough' to release to users, and ship as often as possible.
Launch and scale
Measure how your audience is using each release. Understand how your product performed before, during, and after each launch. Identify improvements for your user experience, and whether you want to do them now or later.
Great products balance the line of usability and value. Ultimately we want people to use our products and achieve their goals.
What are the benefits of digital product strategy?
Focus and team alignment
A clear product strategy helps teams focus on what's important to users and the business. Create ways for the team to collaborate on a shared outcome. Use the business goals to gut check what to work on.
Customer-centric decision making
Each discipline in product development (PM, Design, Engineering) has their own focus. Create focus for decisions by understanding user personas and business goals. Deliver features to thoughtfully address your target user’s wants and needs, to increase customer satisfaction & loyalty.
Stand out from competitors
Establish your competitive advantage by positioning your product effectively against other apps on the market. Define your org's unique value proposition, and effectively balance competitive features.
Reduce risk
Understand risks and threats early on, to develop solutions that address potential issues before shipping new features. A product strategy outlines what you expect, providing focus when unknown issues come about.
Data-driven outcomes
Measurable results help uncover how things are performing. Key performance indicators (KPIs) give a clear picture of the product strategy outcomes. While providing insight into ways to improve experiences.
Wrapping up
Digital product strategy is essential for empowering product teams. Communicate what your business needs to achieve. Identify the target audience of your feature or services. Uncover what makes this work valuable to your audience.
Use this information to find ways to reach goal outcomes. Measure your ideas, ship product improvements, and iterate. Use these tips to deliver best-in-class user experiences.
What is digital product strategy?
A product strategy is the roadmap outlining business goals and the plan to achieve them. Used for digital products, like: web applications, mobile apps, and website design.
Why is digital product strategy important?
Product strategy frameworks align team's on a few key points. Working with a common understanding helps teams reach better outcomes. Product teams (product management, UX design, and Developers) come with different skill-sets. Remove unknowns and empower your team to build better experiences.
A product strategy aims to answer a few key questions.
Why is this effort important to the business?
Who is the intended user for this effort?
Why is this work valuable to your audience?
What are you going to build to reach your goal outcomes?
How do you measure the success of this effort?
What adjustments may improve the work done?
What does a digital product strategy address?
Setting product goals
Work with your team to define and share goal outcomes. This is the foundation of the product strategy. Align your plan to achieve short-term goals, and create a backlog for future projects. Knowing the business goals of a release achieves better results than releasing a check-list of features.
Let your team explore ways to achieve business goals while delivering new value. For example: "Redesign a feature", is less effective than, "Improve user engagement by 20%". Create clarity around what is important, so everyone has the same information.
Understanding your target audience
Drive the success of your product strategy with user-centered design. Understand your target market, what challenges they face, how you can provide them with value. How might you motivate user personas to pay for your product, use it, and continue to use it.
Address what is valuable to your target audience. Focus on building features & products that improve the quality of your customer's experience. Consider using job stories, user stories, or use cases to communicate requirements.
Product planning
Use product goals and target audience information to define your product lifecycle. Find ways to develop features that your users will want, while achieving strategic goals. The product planning phase is the same as your product roadmap. Define what product or services your business is going to prioritize and deliver.
Deliver product improvements that help you achieve desired outcomes. Use your product vision to align your roadmap with long-term goals.
Design, Development, and Testing
Explore how to deliver and measure your product releases. Identify the business objectives behind each improvement shipped to users. Flesh out concepts and gather user feedback to identify product-market fit.
Testing is core to an effective digital product strategy. Making changes before a launch can be easier in most cases. Identify when things are 'good enough' to release to users, and ship as often as possible.
Launch and scale
Measure how your audience is using each release. Understand how your product performed before, during, and after each launch. Identify improvements for your user experience, and whether you want to do them now or later.
Great products balance the line of usability and value. Ultimately we want people to use our products and achieve their goals.
What are the benefits of digital product strategy?
Focus and team alignment
A clear product strategy helps teams focus on what's important to users and the business. Create ways for the team to collaborate on a shared outcome. Use the business goals to gut check what to work on.
Customer-centric decision making
Each discipline in product development (PM, Design, Engineering) has their own focus. Create focus for decisions by understanding user personas and business goals. Deliver features to thoughtfully address your target user’s wants and needs, to increase customer satisfaction & loyalty.
Stand out from competitors
Establish your competitive advantage by positioning your product effectively against other apps on the market. Define your org's unique value proposition, and effectively balance competitive features.
Reduce risk
Understand risks and threats early on, to develop solutions that address potential issues before shipping new features. A product strategy outlines what you expect, providing focus when unknown issues come about.
Data-driven outcomes
Measurable results help uncover how things are performing. Key performance indicators (KPIs) give a clear picture of the product strategy outcomes. While providing insight into ways to improve experiences.
Wrapping up
Digital product strategy is essential for empowering product teams. Communicate what your business needs to achieve. Identify the target audience of your feature or services. Uncover what makes this work valuable to your audience.
Use this information to find ways to reach goal outcomes. Measure your ideas, ship product improvements, and iterate. Use these tips to deliver best-in-class user experiences.
What is digital product strategy?
A product strategy is the roadmap outlining business goals and the plan to achieve them. Used for digital products, like: web applications, mobile apps, and website design.
Why is digital product strategy important?
Product strategy frameworks align team's on a few key points. Working with a common understanding helps teams reach better outcomes. Product teams (product management, UX design, and Developers) come with different skill-sets. Remove unknowns and empower your team to build better experiences.
A product strategy aims to answer a few key questions.
Why is this effort important to the business?
Who is the intended user for this effort?
Why is this work valuable to your audience?
What are you going to build to reach your goal outcomes?
How do you measure the success of this effort?
What adjustments may improve the work done?
What does a digital product strategy address?
Setting product goals
Work with your team to define and share goal outcomes. This is the foundation of the product strategy. Align your plan to achieve short-term goals, and create a backlog for future projects. Knowing the business goals of a release achieves better results than releasing a check-list of features.
Let your team explore ways to achieve business goals while delivering new value. For example: "Redesign a feature", is less effective than, "Improve user engagement by 20%". Create clarity around what is important, so everyone has the same information.
Understanding your target audience
Drive the success of your product strategy with user-centered design. Understand your target market, what challenges they face, how you can provide them with value. How might you motivate user personas to pay for your product, use it, and continue to use it.
Address what is valuable to your target audience. Focus on building features & products that improve the quality of your customer's experience. Consider using job stories, user stories, or use cases to communicate requirements.
Product planning
Use product goals and target audience information to define your product lifecycle. Find ways to develop features that your users will want, while achieving strategic goals. The product planning phase is the same as your product roadmap. Define what product or services your business is going to prioritize and deliver.
Deliver product improvements that help you achieve desired outcomes. Use your product vision to align your roadmap with long-term goals.
Design, Development, and Testing
Explore how to deliver and measure your product releases. Identify the business objectives behind each improvement shipped to users. Flesh out concepts and gather user feedback to identify product-market fit.
Testing is core to an effective digital product strategy. Making changes before a launch can be easier in most cases. Identify when things are 'good enough' to release to users, and ship as often as possible.
Launch and scale
Measure how your audience is using each release. Understand how your product performed before, during, and after each launch. Identify improvements for your user experience, and whether you want to do them now or later.
Great products balance the line of usability and value. Ultimately we want people to use our products and achieve their goals.
What are the benefits of digital product strategy?
Focus and team alignment
A clear product strategy helps teams focus on what's important to users and the business. Create ways for the team to collaborate on a shared outcome. Use the business goals to gut check what to work on.
Customer-centric decision making
Each discipline in product development (PM, Design, Engineering) has their own focus. Create focus for decisions by understanding user personas and business goals. Deliver features to thoughtfully address your target user’s wants and needs, to increase customer satisfaction & loyalty.
Stand out from competitors
Establish your competitive advantage by positioning your product effectively against other apps on the market. Define your org's unique value proposition, and effectively balance competitive features.
Reduce risk
Understand risks and threats early on, to develop solutions that address potential issues before shipping new features. A product strategy outlines what you expect, providing focus when unknown issues come about.
Data-driven outcomes
Measurable results help uncover how things are performing. Key performance indicators (KPIs) give a clear picture of the product strategy outcomes. While providing insight into ways to improve experiences.
Wrapping up
Digital product strategy is essential for empowering product teams. Communicate what your business needs to achieve. Identify the target audience of your feature or services. Uncover what makes this work valuable to your audience.
Use this information to find ways to reach goal outcomes. Measure your ideas, ship product improvements, and iterate. Use these tips to deliver best-in-class user experiences.