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What is digital product management?

March 30, 2017

Defined by waterfall processes, the I.T. department is isolated somewhere behind a locked door.

Speed and safety of I.T. development is prioritised. These metrics are considered proportional to efficiency (and ultimately revenue) with less regard to customer satisfaction once requirements documents have been created. Application managers exist, if not in title, then in function. For example, there may be one developer who knows a customised CMS or ecommerce platform better than anyone else.

This means that a lot of important decisions are taken by an employee that isn’t incentivised to improve customer experience. That’s almost expediency in the eyes of some product management zealots.

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