Top 3 Game Changers

in Technology Product

ManagementDonna Imam | April 21, 2015

Game Changers

Changing definitions

Game Changer #1

Case Study #1

Changing go to Market

Game Changer #2

Case Study #2

Changing Organization

Game Changer #3

Case Study #3

Summary

About Inteleaf

Changing definitions

Erin Young

Founder & User Experience Architect at Slide UX

Changing definitions

A designer who works collaboratively with engineers and developers to create products that users never dreamed could be true.

Offer Experiences

UX Centricity

• Feature Benefit Experience

• Harder to quantify, less exposure to

commoditization

• Customers pay for experiences

they value

Case Study 1: Who’s doing it?

Pinterest-like, but with an exclusive focus on travel. Instead of A-to-B

directions, people serendipitously discover places to visit.

Source: www.sliceoflime.com case study

Changing Go-to-Market

Social MediaConferences

Print

PartnersGamification

Content

Own Go-to-Market Strategy

Encompassing

Go-to-market

• Roads are clogged and noisy.

• Communicating differentiation is

almost impossible.

• You get one clear shot. Then game

over.

Case Study 2: Who’s doing it?

Trip Advisor saw a 354% increase in review writing in the week

after the gamification campaign was launched.

Source: www.cmo.com.au case study

Changing Organizations

Product

• Vision

• Decision MakerEngineering

• Innovation

• Process

UXD

• Human Factors

• Usability

Operations

• Finance

• Procurement

Get Decisive

Marketing

Driven

• Marketing leads market-driven

organizations

• From Influencer to Decision maker

• He who has the “D” is the Product

Manager

Case Study 3: Who’s doing it?

Source: Samsung Case Study, Proctor and Gamble Group, 2012

From a low-cost Korean Electronics brand that dreamed to grow up

and be like Sony to a formidable competitor to the likes of Apple

3 Game Changers

Offering experiences

as benefits

UX Centricity

Driving 50 ft. view

product decisions

Marketing

Driven

Mapping out end-to-

end strategy

Encompassing

Go-to-market

Topic: Top 3 trends the most

competitive technology product

managers are adopting right now

Description: Product management and product marketing roles in technology companies as

we know them today didn't even exist 15-20 years go. These are modern day professions.

Where is product management and product marketing going in the future? What are the

product managers at the most innovative and financially successful companies doing that will

not only set them apart but will leave their competitors in the dust?

This session will go into 3 short case studies to illustrate these emerging trends. Don't get left

behind!

Speaker: Donna Imam leads Inteleaf (tm) a global technology product consulting and

software development company. Solving the most critical business, strategic, customer and

financial challenges faced in developing, designing and bringing new products to market.

Presented at Agile Austin Product SIG on April 21, 2015

We help you:

DEFINE: Channel in-depth research and

analysis into new product planning

DESIGN: Cultivate the optimal user

experience through testing and

innovation

LAUNCH: Create impactful and sticky

content that engages customers and

sales teamsGrow. Intelligently.

© Inteleaf™ Confidential www.inteleaf.com

Product Design and Development from the Customer Viewpoint

© Inteleaf™ Confidential www.inteleaf.com

Need our help? Contact us: contact@inteleaf.com