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Course details (PDF)Digital Product Management Training Course
Create digital products that customers will love
Course Details
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| This course can also be delivered on-site at your office | In-house Enquiry | ||
| Course length: 1 day (9.30am - 5.00pm) includes breakfast, lunch and refreshments | * All prices exclude VAT | ||
Benefits
Following this training course, you will be able to:
- Plan new, or enhance existing digital products and services
- Confidently choose and target the right target customers
- Identify customers' underserved needs
- Build a winning product strategy
- Define your minimum viable product (MVP)
- Design your prototypes
- Test your prototypes with customers
- Iterate rapidly to achieve product-market fit
All attendees receive an attendance certificate, digital copies of course material and four weeks post course support online.
Course Overview
Why are some new products a hit while others flop? Although there’s no fool-proof way to tell what will succeed, every digital product has a chance as long as it’s supported by research, careful planning, and hard work.
This course is an interactive and practical workshop designed to help you create a digital product or service that customers will love. It'll give you the strategies for discovering what customers want — even when they don’t know themselves, practical suggestions for developing profitable products, and easy-to-learn methods to constantly iterate a product or feature.
In plain-English, and through individual and group exercises, you’ll come away from the day with a deep understanding of the product life-cycle. Illustrated with relevant case studies, you’ll also learn about market research, competitive analysis, market and pricing strategy, product roadmaps, and the skills to manage product innovation and development.
Course Programme
Introduction & Overview
- Why Products and Services fail and why they win
- What is Product-Market Fit?
- Applying the Product-Market Fit Pyramid to digital products and services
- Overview of the Product Development process
Problem Space versus Solution Space
- How problems define markets
- Customer-led product development
- Using Solution Space to discover Customer Pains
- The Build-Measure-Learn loop
Defining Your Target Market
- Choosing customer segments
- Users vs Buyers
- The technology adoption cycle
- Customer Personas
Identifying Unmet Customer Needs
- What’s the Job to Be Done (JTBD)?
- Carrying our customer discovery interviews
- Customer "Benefit Ladders"
- Developing a "Hierarchy of Needs"
Define your Value Proposition
- Successful product development means saying, ‘No’
- Building your Value Proposition
- Skating to where the puck will be
- Predicting the future
Your Minimum Viable Product (MVP)
- User Stories: Features with benefits
- Breaking features down
- Scoping with "Story Points"
- Using ROI to determine investment
- Testing your MVP with customers
Build Your Product With Agile Management
- Understanding what is meant by ‘being Agile’
- Scrum vs Kanban and choosing the right approach
- Using Test Driven Development (TDD)
Measure Your Key Metrics
- Optimisation with AB testing
- Analytics frameworks
- Identify the metric that matters most
- Achieving profitability
Audience
This one-day interactive workshop is for mid to senior-level managers, marketers, sales people, analysts, and any business leaders, who wants to gain a comprehensive understanding of the Product Development process.
Trainer
The Digital Product Development course is led by Andrew Lloyd Gordon.
Andrew is a true veteran in digital planning and marketing, having worked in the industry for over 20 years. He is a highly-experienced presenter, mentor, coach and trainer, advising many commercial and not-for-profit organisations on topics including digital planning, strategy and product management.
Read more about Andrew Lloyd Gordon »
