![]() It is sometimes thought that these two jobs are identical: they can be mistaken because people don’t see the differences between a product and a project. The main objective of a product manager is to create a product that users will love. Their responsibilities include setting the strategy, communicating with customers, and defining the set of basic features. For the web and mobile companies, a product manager is the one who builds an extensive network of relationships between customers and all the parts of the team including development, design, and marketing departments to identify the goals, roadmaps, and requirements for the product. However, the role of product management varies depending on the size and type of a company. Their primary concern is the target audience of the product, the business needs, and the measurement of future success. A product manager makes sure that all aspects including business model, positioning, branding, and marketing of the product come together and, what’s more importantly, they ensure it meets users’ needs. Typically, a product manager is a person who is in charge of the general success of the product. Today, in our article, we’ll clear up the essence of a product manager and their role in the workflow of web and mobile development and design companies. Moreover, it may be mistaken for a job of a project manager because sometimes they do have similar responsibilities. We are used to seeing “products” as something that is sold to people, so product managers may be confused with a merchandiser, sales manager, or another person responsible for purchases. First of all, it may be difficult to understand the essence of the “product” part. But how can the companies define if their product responds to the requirements of its target audience and make sure it’ll be successful? Who’s responsible for this key part of the workflow? The answer is a product manager.Įven though product management is a core part of the workflow in many companies, the meaning behind this position can get people confused. In our user-centered world, people’s requirements are extremely high and companies have no other option than to try to give only the best products to them.
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