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The learning outcome of the course is –

To understand the reasons behind why tech companies, require Product mangers to write
detailed product specifications while others do not? (CLO 1)
To understand the new product design & development life cycle (NPD&D) and its context in the
domain of digital product and understanding the life cycle to refine your ideas to build for a
product/market fit. (CLO 3)
To analyze & explore Fast and High-Fidelity Prototyping Techniques and when/why would one
chose one over the other? And to understand how user personas work? (CLO 3)
To understand the business value of design and role of Product Managers for the digital world
to see things from the end user perspective and act as a mini-CEO (CLO 2)
DIGITAL PRODUCT DESIGN & Dr Preeti Khanna
Preeti.khanna@sbm.nmims.edu To critically analyze software engineering development processes from selected development

DEVELOPMENT (DPDD) Trim – V

philosophies (like traditional, agile, etc.) (CLO 2)

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Course Content – Refer to CO in detail

Defining scope of a digital Products and high-tech products &
Introduction
Product life cycle in theory and practice
New Product Development and Design
Customer Centricity & Organization Structure for NPD&D
Innovation Diffusion Model & Management of a digital product
Software Development Life Cycle
Role of Design Thinking in NPD&D for digital product
UX & UI Intuitive
Learning by Experimentation to digital product development – Agile Final Projects and Take Away
Learning by Experimentation - Fast and High-Fidelity
Prototyping
Design for Test (DFT) & Troubleshooting - Product
BOOKS REFERENCES:
Testing 1. Software Engineering a Practitioner’s Approach, by Pressman and Maxim (ISBN:
9789353165710), (2023) 7th Edition.
Design for Quality (DFQ) - Performance and Security
Testing 2. Product Design and Development, by Karl Ulrich, Steven Eppinger, Maria C. (ISBN:
Design for Security (DFS) - Performance and Security 9789390113231), Yang, (2020) 7th Edition.
Testing & APIs
3. Successful Product Design and Management Toolkit by David Fradin
Critical Success Factors (CSF) & digital Product (ISBN: 9788126564996), 1st Edition, (2019)
Development Economics
Design for Service and Support (DFS)- ITIL functional
4. Innovation Management and New Product Development, Paul Trott, FT Press (ISBN:
view 9788131728031), (2020), 4th Edition.
Transitioning into the Product Owner Role 5. New Products Management, By Merle Crawford, Anthony Di Benedetto
(ISBN: 9789389949810) (2020), 11th Edition.
Industry – Student Interactions
6. Agile Product Management with Scrum, 1/e: Creating Products that Customers Love, Roman
Pichler, (ISBN: 9788131766644) (2012)

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EVALUATION CRITERIA
Specific assessment % weightage AOL Instruments
methods / tasks

CLO1 CLO 2 CLO 3

Project Work 20% Rubric 20

Assignment 20% Rubric 20

Test 10% NA

Class Participation 10% NA

End Term Exam 40% Embedded 20 10 10

questions

100% 20% 30% 30% SESSION – 1

INTRODUCTION : DIGITAL PRODUCT
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Digital Transformation
Digital Platform
Digital Product

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Digital transformation: FOR EXAMPLE,

The use of new, fast and frequently changing digital technology to solve problems.
Facebook and Google both have digital products sold to advertisers.

Digital platform:
A digital platform allows communication between a supplier and a consumer. It also Netflix is sold to consumers.
helps facilitate activities between businesses and customers and within enterprises. A
platform can become the most powerful tool for a company to enhance its customer
experience. Lyft (and Uber) sells access to its service to car owners as a way to
monetize an idle asset, and to consumers needing to get from A to B.
Digital products:
just as physical ones, provide people, your customers and you, a value that customers Amazon can sell Prime to consumers because it offers them a perceived
are willing to exchange a thing of value, e.g. money (or time / privacy / customized value.
experience) to obtain the product benefit.

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FEW EXAMPLES OF DIGITAL / SOFTWARE PRODUCTS CATEGORY OF SOFTWARE APPLICATION DOMAINS

Software Web-based Applications (SaaS) System Software
WordPress plugins File storage services:  E.g. OS , Drivers
 Dropbox, iCloud, Google Drive
WordPress themes
Music apps: Application Software
Mobile apps  E.g. HRIS, CRM
 Spotify, Apple Music
Fitness apps
Email marketing platforms: Engineering / Scientific Software
Project management apps  Drip, MailChimp, Aweber, ConvertKit, Constant Contact  E.g. Astronomy to Automobile industry and many more
Video games Customer/contact management (CRM) apps:
 Salesforce, Nutshell, Pipedrive, Groundhogg.io Embedded Software
Windows Apps
 Dashboard display or braking systems in an automobile
Site monitoring apps:
Mac Apps
 Pingdom, Status Cake, Upime.com, New Relic
Linux Apps Web / Mobile Applications
Project management services:  E.g e-commerce or telemedicine app
iPhone Apps  Basecamp, Asana, Podio, Jira

Android Apps Online learning: Artificial Intelligence Software

 Udemy , Team Treehouse, LinkedIn Learning (formerly Lynda.com),  E.g. Expert system, robotics like
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PRODUCT & PLATFORM TECH PLATFORM USEFUL TO DELIVER VALUE TO CUSTOMER

Google, which with two products (Search and AdWords) created a platform connecting people who search
information on internet to people who want to advertise things on internet. change their operating model to become a software-driven business; using technology to create
new ways to deliver customers outcomes.
Facebook, that started as a platform in which friends could find each other and exchange information, and
then became a platform in which advertisers can talk to people through ads and fan pages.
auto manufacturers switch to being a company which uses software and technology to help
people get from A to B;
LinkedIn, a platform for professionals, companies and, most recently, advertisers.

Banks / financial institutes switch to being companies that use software and technology to help
Apple, that connect software developers with iPhone, iPad and Macs with their AppStore. Another Apple customers achieve their financial goals; / insurance writing
platform is iTunes, connecting media producers with people interested in music, films, series, and books.

Amazon Kindle, a platform that allows publishing houses or authors to publish books for people interested fashion firms become technology firms aiming to help customers achieve their
in these contents. comfort/fashion/clothing desires.

Airbnb platform that connects owners of properties for short-period rental to people who want to rent
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Question –
You are interviewing at a company that uses agile and innovative way to handle their
digital products. The manager ask in the interview how you would spend your time at
the beginning of a project where you would like to explore new feature in the digital
product.

What will be your answer?

I would start by ..

I would start by making observations

SMART PRODUCT
I would begin by exploring the existing features and their potential ……….
&
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CHECK OUT THESE INFO #1 SMART PRODUCTS

IoT-connected, software-enabled
Question 1 - Are Smart Product and Digital Product same? devices

Question 2 - A smart product is __________ a product—whether a $35,000

automobile or a $150 electric
a) a product that is very clever toothbrush—could be ‘smart’
b) a product that can talk in several languages
c) a product that can respond to changes in its environment For example, Farm and construction
equipment maker Caterpillar has
d) a product that is analogue more than 500,000 connected
assets in service, from autonomous
mining trucks to tug boats.

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CHECK OUT THESE INFO #2

Question 3: Think on the following statement?
a) A Product and service are the same and different in what way?
b) A service is not a product
c) A product is a service that is not free
d) Service always follows sale of a product, but vice versa is not true

T (tangible & Intangible), F, F, F

Question 4: Is there any difference between Product Management and Project Management ?
Project is a process with a beginning, and an end; the product is the result of a process. INDUSTRY OVERVIEW
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India's software product industry

may post $30 bn revenue by
2025: Nasscom

According to Gartner estimates, IT

spending in India was forecasted
to be US$ 81.89 billion in 2021
and further increase to US$ 101.8
billion in 2022.

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RECENT INVESTMENTS/ DEVELOPMENTS

Indian IT's core competencies and strengths have attracted significant investment from major
countries and companies.

 In November 2022, ICICI Bank introduced two new products for its NRI clients - Loan against
Deposits (LAD) and Dollar Bonds, at its branch in GIFT City.
India’s software products sector has
evolved over the years from a $30-40  In November 2022, Amazon Web Services announced the launch of its second AWS
million revenue market in the 1990s to infrastructure region in India - the AWS Asia Pacific (Hyderabad) Region. By 2030, it is
$10+ billion in 2019-2022. anticipated that the region will support more than 48,000 full-time jobs annually thanks to
investments totaling more than US$ 4.4 billion in India.

 HDFC Bank has partnered with Flywire to enable their customers to make fee payments digitally
to overseas colleges and universities.

In July 2022, the Union Bank of India (UBI) launched a Metaverse Virtual Lounge and Open
Banking Sandbox environment in partnership with Tech Mahindra.

https://www.business-standard.com/article/technology/software-products-sector-a-key-growth-driver-for-india-shows-data-122040300881_1.html PREETI KHANNA (FOR NPDDHTP FOR ACADEMIC YEAR 2023-24) 23 https://www.ibef.org/industry/information-technology-india PREETI KHANNA (FOR NPDDHTP FOR ACADEMIC YEAR 2023-24) 24

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Digitization describes the process of the conversion of analogue and noisy

information into digital data (Brennen and Kreiss, 2016)

Digitalization is used to describe any changes in the organization and the

organization’s model due to their increasing use of digital technologies to improve both the
performance and the scope of the business (Westerman et al., 2011)

Change could be -
by integrating the Internet of Things and Services into industrial processes
(Kagermann et al., 2013)
DIGITAL TRANSFORMATION IMPACTING generating value by analyzing and managing data that can be used as a source of
AN ORGANIZATION & PRODUCT competitive advantage (Porter and Heppelmann, 2015)

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DIGITALIZATION IS IMPACTING NPD&D PROCESS

WHAT ARE THE CHALLENGES PRODUCT MANAGERS MAY FACE? (Report)

HOW WELL ARE PRODUCT DEVELOPMENT TEAMS USING DATA TODAY?

 54% of product development teams lack proper tools for tracking data sourced as part of the
development process.
 Product development teams pay the least amount of attention to external data sources.

WHAT DATA-DRIVEN TECHNOLOGY ARE TEAMS LOOKING FORWARD TO TOMORROW?

 Teams anticipate PLM in the cloud to have a major impact on their product development success.
 AI and ML to improving NPD, there is no doubt

ARE YOU OPTIMIZING DIGITAL PRODUCT DEVELOPMENT? PRODUCT MANAGER FOR DIGITAL
Evaluate this with Digital Maturity Assessment that powers growth, innovation, and efficiency.
PRODUCT
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CHECK OUT THESE INFO #3

Question: The product vision is ………….
“The goal that the product is trying to achieve”
WHY YOU NEED A PRODUCT MANAGER WHO THINKS
AND ACTS LIKE A CEO FOR MANAGING DIGITAL Question: What do you think a major reason for Apple’s Success has been :
PRODUCTS? a. Steve Jobs
b. Great Marketing
WHAT HAS CHANGED FROM LAST DECADE? c. Good Quality of products
d. Demand and supply
e. Entire Focus on product journey and its success

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HOW HAS THE CONSUMER JOURNEY CHANGED IN DIGITAL WORLD?

UNDERSTANDING THE CUSTOMER JOURNEY
Usually 8 phases are there in customer journey –
Evolving
digital
Stage 1 – Status quo touchpoints
Stage 2 – Trigger point
Stage 3 – Exploring Options Different
Stage 4 – Evaluating Options / RFP stages of the
modern
Stage 5 – Building business case consumer
Stage 6, 7 & 8 – Purchased, Deployed and Value of the product is validated journey

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8

Customer journey is complex
Data dominates everything
Products are built differently
Products and their ecosystems are becoming more complex
Product managers (PM)
are strategic. They focus
on the product’s vision,
company objectives, and
the market.
Product owners (PO)
(which you’ll find typically
in agile organizations)
are more tactical.
They translate the product
manager’s strategy into
actionable tasks and
work with cross-functional
agile teams to execute
those requirements.
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GREAT PRODUCT MANAGER
Before becoming the CEOs of Google, Microsoft, and Yahoo, Sundar
Pichai, Satya Nadella, and Marissa Mayer were product managers, and
they learned how to influence and lead teams by shepherding products
from planning to development to launch and beyond.
PepsiCo CEO Indra Nooyi started her career in product management–like
roles at Johnson & Johnson and Mettur Beardsell, a textile firm.
See, the
Facebook Rotational Product Manager Program,
the Google Associate Product Manager Program, and
the Dropbox Rotation Program
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PM as typically being involved in:
 Product marketing &Supporting product sales
IN 2023, THE DEMAND FOR PRODUCT MANAGERS
 Budgeting
 Long-term envisioning
 Customer care
 Supporting the solution-delivery team Market Competition:
 the need for skilled product managers who can create innovative and
customer-centric products becomes paramount.
PO carry out their responsibilities through tactical activities such as:
 Attending team coordination meetings Technological Advancements:
 Organizing demos  necessitate product managers who can harness these tools to drive
 Being involved with ongoing testing efforts product innovation and deliver exceptional user experiences.
 sole person responsible for ordering the product backlog, which includes:
 Clearly expressing the product backlog items
 Optimizing the value of the work the development team performs Agile and Lean Methodologies:
 Ensuring that the product backlog is visible, transparent, and clear to all
 Shows what the Scrum Team will work on next  enabling companies to iterate quickly, respond to market, and deliver
value faster.
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FUTURE PERSPECTIVE : DIGITAL PRODUCT MANAGER

Apple and Microsoft, for instance, are currently the world’s most valuable companies with a
market cap of $2.8 trillion & $2.2 trillion in 2022, according to Bloomberg.

Digital Product managers are currently quite sought-after candidates and there are a plethora of
opportunities available for anyone wanting to jump into this.

If you search LinkedIn, over 6000 product manager jobs are posted daily in the U.S. in 2022, a
lot of them for digital products

The average salary for a digital product manager role in 2021 in the U.S. was $96,611 (Product
Manager salary guide)
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https://theproductmanager.com/topics/digital-product-manager/

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