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How Product Management Drives Digital Transformation

Product management and digital transformation are inherently tied in multiple ways. Not only are we considering how any business’s digital experiences are inherently a product, but we also have to accept that high-tech upgrades are part of the future.


As service design consultants, we try to look at the bigger picture. That kind of insight tells us that with digital transformation comes product management transformation too.

Why Product Management Matters

We all know that a digital transformation has finally entered the consumer market with full steam. However, have we taken a moment to understand why product management matters with a digital transformation?


Product management paradigms have been changing for years now. With IoT, big data, AI, and more developing rapidly, consumer experiences are trending towards niche, complex, and elegant consumer experiences, which is what product pundits have been pushing for a while.


However, 2020 showed almost all businesses globally that there’s no going back from the commercialization of the digital sphere. What remains to be seen is whether people will take the opportunity to incorporate digital services and upgrades into how they manage and release their products.



Overdue Organizational Changes

The first step to blurring the lines between technology and product management is to make sure your organization has the leadership and personnel to exceed expectations in the field. What will this look like? Let’s explore.


In traditional business setups, each department has its set role, with some departments dealing with the “product” and others providing support. IT has played the supporting role so far in such setups. However, with grounded tech integrations everywhere, why isn’t IT one of the leaders in any product management team?


When metrics that need to be analyzed come from business intelligence tools, products need to be linked to the digital sphere, and the world of AI is increasingly becoming a problem-solving mechanism — digital teams must become leads rather than support personnel.



Community of Practice Connections

However, building a team for product management from the ground up with a new set of values is easier said than done. That’s where a robust community of practice comes in. Communities of practice are made of professionals and specialists in their own right who have to come together on a basic understanding of the product rather than their field.


Professionals from different departments under the old setup would often clash and fall into conflict. What community of practice approaches do is to have people that work in diverse departments under product management functions come together and collaborate with the product in mind rather than each person’s individual roles.


This can mean failure workshops, internal problem-solving breakouts, lessons-learned conferences, knowledge-swapping meetings, and more. The idea is to facilitate growth through an exchange of ideas based on digital products and solutions. However, this will also mean learning more about the tech itself.


A couple of product management consultants discussing information on a laptop.

Product Management Growth Measures

Obviously, this requires a lot of growth. Executives, designers, tech leads, strategists, operations personnel, and all other team members will have to evolve quite a bit. Where digital transformation is concerned, this especially means increasing skills and knowledge with the relevant tech.


This also requires a business transformation in that the way that communication, department structures, learning methods, and problem-solving works will have to change. However, this kind of immense change can be difficult to enact, which is why we provide organization innovation consultancy to help you and your team change.


Our product design and prototyping services can come later — what matters is how you’re able to transition into a business of the future!



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