A product team structure, communication, deliverables, ...

1. Product Team

2. ROLES1
STRUCTURE2
COMMUNICATION3
SOFT SKILLS4
DELIVERABLES5

3. ROLES
1

4. Business Needs Customers Needs
Organization Vision
Business Development
Customer Support
IT / Product
Product Management
Product Design
Data
Engineering
Finance
Marketing / Sales
Operation

5. Product Manager UX Designer UI DesignerProduct Designer

6. Product Manager Product Designer UX Designer UI Designer
Focus on
Controlling whole process
Focus on
Designing solutions
Focus on
User interaction
Focus on
Implementing experiences
‫ﺑﺨﻮر‬ ‫ﻣﻨﻮ‬ ‫ﺑﯿﺎ‬
‫ﺷﻮد‬ ‫ﺧﻮرده‬

7. User Research
PrototypingUser-flow Usability Testing
Information Architecture
Wireframing
Interaction Design Visual Design UI Design
Market Research
Scope Planing
Organize Team
Data Analysis
Budgeting Roadmap Goal Setting Task Management
Communication MVP
Product Manager Product Designer UX Designer UI Designer

8. Product Manager Product Owner
• Is the Job
• Responsibilities will change depending on your
context and the stage of your product
• Focus on external process
• Is a role you play in Scrum team
• 2001 / Agile Manifesto
• Responsibilities are fixed (Backlog, Customer,
User Stories)
• Focus on internal process
Who am I? PM or PO?

9. ROLES1
STRUCTURE2
COMMUNICATION3
SOFT SKILLS4
DELIVERABLES5

10. STRUCTURE
2

11. Team Structure
Centralized Integrated Distributed
Squad
Product Perspective

12. Research Design Code Test
Waterfall Release
Agile
Feedback
Design
Code
Research
Test
Release
Designer
QA
Developer
Iteration, Sprint…

13. Competitive
Analysis
User &
Stockholders
Interview
Prototype UI Design UI
Development
Plan
Design Process
DesignResearch Test ReleaseCode
Software Development Process
Feedback
How designers participate in agile process?

14. Centralized Team
Head of Design
Head of Product
Head of Engineering
Head of Data
• More consistency among products
• Need less human resources
• Low participation in the product

15. Cross-functional
• High participation in the product
• They grow slowly
Product Manager
Integrated Team

16. Centralized
Team
Product Manager
Head of Design
Head of Product
Head of Engineering
Head of Data
• More power and discretion
• Common language (Design Guideline)
• High dependence on product
manager and chapter lead
Distributed Team

17. Tribe Shopping Experience Fulfillment Marketing Products
Squads
Checkout Packing Subscription Program
Search & Discovery Delivery Loyalty Program
Digikala Example

18. ROLES1
STRUCTURE AND PROCESS2
COMMUNICATION3
SOFT SKILLS4
DELIVERABLES5

19. COMMUNICATION
3

20. Designer vs Developer
Should UX designers understand the basic concepts of
the technology?
1

21. What designers think developers do What developers think designers do

22. <div class='cycle'></div> .cycle{
width: 200px;
height: 200px;
background: #ED6864;
border-radius: 100px;
}
HTML CSS
For animation, Interaction
and ….
Javascript
Visit: https://codepen.io
Markup Language Styling Interaction

23. •CSS Preprocessor
SASS, LESS
•Javascript Framework
jQuery
•Front-end Framework
Bootstrap, Foundation, Semantic UI
Front-end
Framework
JS
Javascript
Framework
CSS
CSS
Preprocessor
HTML

24. How HTML tags are Nested and rendered in the browser
Try to Understand

25. The basics of CSS like Margins & Padding
Try to Understand

26. How Breakpoints work in responsive website layouts
Try to Understand

27. How API works?
Try to Understand
Backend
Application Programming Interface
Android
iOS
PWA

28. • Share the lessons together
• Deliver full assets
• Get developers involved in the design process

29. Designer vs Product Manager
How knows customers better?
2

31. ROLES1
STRUCTURE AND PROCESS2
COMMUNICATION3
SOFT SKILLS4
DELIVERABLES5

32. SOFT SKILLS
4

33. Growth Mindset
2006

34. Beginner
Mind
Feedback &
Adaptation
Deliberate
Practice
Accept the challenge Try to catch it Check the progress
1 2 3

35. Freelancer Employee
Redesign Concept Hiring Websites
Social Networks Apply as a Trainee
Freelance Platforms Small Startup
Increase Quality Follow your career path
Deliberate
Practice

36. Empathy
Seeing with the eyes of another, listening with the ears
of another, and feeling with the heart of another

37. Be a good
listener
Meet people,
don’t interview
Get out of the building
Empathy

38. Negotiation
No matter how proficient you are, until you are a good
negotiator, you can’t protect your output.

39. Know more about stack-holders
to make a better communication
Create your colleges persona
1Negotiation

40. Back it up with data
Unless you have to accept the HiPPO
Highest Paid
Person’s Opinion
2Negotiation

41. There is no “me”, everything is “team”
Your team is a “hidden weapon”
3Negotiation

42. Control your emotions
Design is not yours
4Negotiation

43. Postpone it…
But do it better
5Negotiation

44. ROLES1
STRUCTURE AND PROCESS2
COMMUNICATION3
SOFT SKILLS4
DELIVERABLES5

45. DELIVERABLE
5

46. Deliverable To Requisite
Persona Business Qualitative Research
Customer Journey Map Business Persona
User-flow Tech Customer Journey Map
UI Output Tech Wireframe + User-flow + Flowchart
Style Guide Tech UI Kit + Brand Book
Prototype (Hi-fidelity) Tech UI + Interaction Design
Competitive Analysis Report Product -
Usability Test Report Product -
Design > Product > Business > Tech

47. Flow
• Flowchart
• User-flow
• Task-flow
• Wire-flow

48. Flow
Flowchart

49. Flow
User-flow
Emphasize that different
users may perform different
tasks in different paths.
• Buying flow
• Discovery flow
• Writing review flow

50. Flow
Task-flow
Emphasize that users
travel through the system
while performing a
specific task.
• Purchase flow
• Cancellation flow
• Writing review flow

51. Wire-flow

52. UI Output
Designer
PM, Developer, CEO,…
Collaboration Tools:
Design Tools:

53. Style Guide

54. Control
Size
Color
State
Variation

57. Prototype
Partial
High Fidelity
Low Fidelity
Complete
SELL AN IDEA USER TESTING
USER LOGICPROF OF CONCEPT

58. Usability test
report

59. Competitive
Analysis Report

60. Vahid Abolhassani Nejad