91: Using Design to Drive Conversations

How To Succeed In Product Management | Jeffrey Shulman, Red Russak & Soumeya Benghanem

In this episode of the How to Succeed in Product Management Podcast, Associate Director Kara Fichthorn and The Product Management Center advisory board member Red Russak welcome Ronke Majekodunmi (Promevo) as they discuss how to drive conversations using design. Design-driven conversations are crucial for PMs as they enable effective communication, early feedback gathering, and customer-centric approaches. By incorporating design thinking, PMs can align their teams and stakeholders around a shared vision, leading to more successful products and higher customer satisfaction levels.

Disclaimer: All opinions of the speakers are their own.

What to Listen For:

• 00:00 Intro
• 02:40 How design can transform customer’s perceptions and behaviors
• 06:05 Collaboration between PMs and designers
• 08:20 Storytelling and design leadership
• 11:34 How to be good at storytelling?
• 14:45 Challenges in implementing design-driven leadership
• 16:33 The voice of the customer in the design process
• 19:14 Driving product differentiation and customer loyalty
• 21:08 Design-driven leadership in the future
• 24:16 Building relationships between PMs, Sales, and end customer
• 31:48 Maintaining brand identity and emobodying your own core value
• 38:36 How designers can collaborate with PMs
• 43:12 When PMs and designers have different ideas
• 48:43 Final thoughts