As a product manager, you are no doubt inundated with feature and functionality requests based on strong personal opinions or unexpected circumstances from within your organization. This session will discuss approaches to neutralize strong opinions and back up your decisions with objective, scientific research. User Centered Design (UCD) allows you to do exactly that — it gives you the hard evidence you need to prioritize feature requests, differentiate your offerings and sell more product. Now you will have all the tools you need to deal with your most common challenges, including:
• A current crisis: “The VP of Sales needs you to include the following three features so that we can win that big new account!”
• An engineering triumph: “This feature is so cool! We have to include it!”
• A powerful opinion: “The CEO thinks that users will want to access this product on an iPad.”
• A time crunch: “The project is late so you’ll need to cut out the least
important features.”
• A checklist mentality: “Our competitor’s product includes this feature so we have to put it in ours, too!”