Recently, I had an eye-opening conversation with a senior product manager from a well-known brand. What started as a casual chat about product strategies quickly turned into a discussion that left me both frustrated and contemplative about the true scope of a product manager's responsibilities.
The Conversation That Sparked It All
As we delved into the challenges of product management, he mentioned that aspects like the website, app onboarding, and even the conversion rates of their onboarding funnel were not his responsibility. Surprised, I pushed back:
"How can you effectively do your job if you don't have a say in the entire user funnel?" I asked.
His response was straightforward:
"Marketing owns the landing page, Dev owns the sign-up page, I own the app."
This compartmentalized view of ownership struck me as not only limiting but potentially detrimental to the overall user experience. It got me thinking: Is this a common mindset among product managers, and if so, what are the implications?
The Pitfalls of Fragmented Ownership
In today's competitive landscape, users have high expectations. They demand seamless experiences from the moment they become aware of a product to the point of purchase and beyond. When different teams operate in silos, each owning separate pieces of the user journey without cohesive collaboration, cracks begin to show:
- Inconsistent Messaging: Marketing may promise features or benefits that aren't fully realized in the product, leading to disappointment.
- Disjointed User Experience: Transitions between the landing page, sign-up process, and app usage can feel jarring if not thoughtfully connected.
- Inefficient Feedback Loops: Valuable user data collected during onboarding might not reach the product team, missing opportunities for improvement.
The Case for Holistic Product Management
A real product manager should strive to own or at least influence every second of the user experience. This doesn't mean overstepping boundaries but rather collaborating closely with all departments to ensure a unified vision. Here's why it's crucial:
1. Consistency Across Touchpoints
Users don't see departments; they see a brand. Any inconsistency reflects directly on the product and can erode trust. By having a hand in all stages, product managers can help maintain a consistent tone, style, and quality.
2. Enhanced User Satisfaction
Understanding the entire user journey allows product managers to identify pain points and areas of friction that might not be apparent when focusing solely on the app. This holistic view leads to a smoother, more satisfying user experience.
3. Data-Driven Decisions
Access to data from all stages of the funnel enables more informed decision-making. Insights from marketing campaigns, onboarding drop-off rates, and in-app behavior collectively inform better product strategies.
4. Streamlined Objectives
When all teams work towards shared goals, guided by a product manager's overarching strategy, it ensures that efforts are not duplicated or working at cross-purposes.
Bridging the Gaps: A Collaborative Approach
So, how can product managers expand their influence without overstepping?
- Build Strong Relationships: Foster open communication channels with marketing, development, customer support, and sales teams.
- Establish Shared Goals: Align on key performance indicators (KPIs) that matter across departments, such as user retention rates or customer lifetime value.
- Participate in Cross-Functional Meetings: Regularly meet with other teams to stay updated and provide input where valuable.
- Advocate for the User: Be the voice of the customer at every stage, ensuring that their needs and expectations are met consistently.
Empowering Product Managers with the Right Tools
To effectively oversee the entire user experience, product managers need tools that provide visibility and control across different stages of the user journey.
Introducing Rownd
This is where Rownd comes into play. Rownd is designed to help product teams accomplish more with less, enabling them to "own" more of the product collaboratively.
- Unified User Management: Rownd simplifies authentication and user onboarding, allowing product managers to seamlessly integrate these processes without heavy reliance on development resources.
- Customizable Onboarding Flows: Tailor onboarding experiences to match the product's branding and messaging, ensuring consistency from the landing page to app usage.
- Data Insights: Gain access to user data and analytics from the moment they interact with your product, empowering data-driven decisions.
- Easy Integration: With minimal coding required, teams can implement Rownd's solutions quickly, reducing time-to-market.
By leveraging tools like Rownd, product managers can break down silos and take a more hands-on role in shaping the entire user experience.
Conclusion: Rethinking Ownership in Product Management
The conversation with the senior product manager was a stark reminder of how compartmentalized thinking can hinder a product's success. In an era where user experience is paramount, product managers must broaden their scope beyond the confines of the app itself.
Owning the product isn't about controlling every aspect single-handedly; it's about influencing and collaborating to ensure a cohesive, delightful experience for the user from start to finish. By embracing this holistic approach and utilizing tools that empower cross-functional collaboration, product managers can truly drive their products to new heights.
Let's continue this conversation at Pendomonium 2024. Join us to explore how embracing comprehensive ownership and leveraging platforms like Rownd can transform your approach to product management. Together, we can redefine what it means to own a product in today's interconnected world.
For more insights on how Rownd can empower your product team, visit our website.
