“Product Design” is an increasingly widespread function in digital service companies. Just as the profession of UX design appeared in the 1990s with the democratization of the computer, Product Design was born in response to the evolution of digital uses. Websites, applications or even social networks: companies design and market ever more efficient products, which they equip with ever more innovative functionalities.> Download: The Complete Product Launch Guide ” class=”hs-cta-img” id=”hs-cta-img-7ce272bc-499f-4a33-bf75-0b1a42bb4bf7″ src=”https://no-cache.hubspot.com/cta/default/53/7ce272bc-499f-4a33-bf75-0b1a42bb4bf7.png” style=”border-width: 0px; margin-left: auto; margin-right: auto; display: block;”/>
With a competitive objective, it therefore becomes necessary to deploy advanced skills in the context of these projects. It is in this context that the company requires extensive and transversal know-how from its product team. The new Product Designer function guarantees the implementation of an offer that is successful with users, while meeting the company’s strategic challenges.
What is the concept of Product Design?
Product Design refers to the entire design chain of a digital service. Market study, identification of needs, solution development, testing, production, marketing, monitoring and continuous improvement: Product Design consists of managing the project as a whole, coordinating the specialized skills involved at each stage of the cycle. It’s a kind of digital project management.
The function is recent, and it is the companies that build its definition as they refine their needs, formulated in the increasingly numerous Product Designer job offers. Note that contrary to its literal translation, Product Design is not product design. The function indeed goes much further: it is a question of reconciling commercial success and business strategy. The digital product must not only appeal to the user, but also meet the objectives set by the company. Product Design mobilizes for this purpose as much creativity as technique. The Product Designer is:
- Visionary: he “designs” a prototype of a digital service that satisfies the needs of consumers, and even anticipates their future expectations. In product design, the notions of UI and UX are naturally at the heart of the Product Designer’s concerns to seduce the user.
- Pragmatic: during the development of the digital product, the scalability and security aspects are also points of attention that fall within the Product Designer’s attributions. He also ensures compliance with the budget, cost control is a central issue in the company’s profitability objective.
Product Design vs. UX Design
UX Design, for User eXperience Design, is a component of Product Design. When UX Design focuses on the user experience, Product Design includes the strategic orientations of the company.
Illustration: the company wants to develop an application to provide an interface for its website that is better suited to mobile screens. The UX Designer imagines an intuitive application for the target user whose profile has been previously defined by the Product Designer. The Product Designer studies the economic feasibility of the project proposed by the UX Designer, coordinates his work with that of the UI Designer, ensures that the developer produces the application in accordance with the guidelines of the UX Designer, and manages the product launch in collaboration with the product manager and the marketing teams.
What is the role of the Product Designer?
The missions of the Product Designer
The Product Designer manages the overall design project for a new digital service, or the development or improvement of an existing service. He does not carry out all the tasks himself in a concrete way, and therefore does not need to be a specialist. Like any manager, he nevertheless knows the challenges and techniques specific to each Product Design activity.
- The Product Designer studies the market to identify or anticipate a need.
- In collaboration with the UX Designer and the UI Designer, he designs the digital product in response to the need, while respecting the budget allocated to the project.
- The Product Designer supervises the design of the experimental prototype and tests it with a representative sample.
- He launches the digital product in production with the developers.
- The Product Designer oversees the implementation of the marketing strategy and analyzes sales results.
Product Designer training
The Product Design profession is relatively recent, yet many training courses already exist for candidates who wish to learn or improve their skills. There are several ways to become a Product Designer:
- A curriculum in business school or management school provides training in business strategy. The student acquires the skills necessary to master the commercial and financial challenges of Product Design, and is trained in the profession of manager to be able to manage the company’s digital projects. It is then recommended to complete the course with specialized training in digital technology and design, to be sure to fully understand the technical aspects of the subject. Experience in business, over time, allows you to improve your skills to claim high hierarchical positions.
- Some design schools, such as Gobelins or Strate, initially specialized in industrial design, are expanding their training offer to adapt to digital uses. The course includes artistic subjects to stimulate creativity, but also technical subjects related to digital, such as computer programming. These long and advanced training courses are valued by employing companies who focus on innovation in their Product Design approach.
- From short training courses, in the form of workshops or mentoring, possibly online, also exist to acquire skills on a specific aspect of the transversal profession of Product Designer. UX, UI or digital marketing: a few weeks are enough to learn the basics of these techniques, in order to be familiar with all aspects of Product Design.
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