Early bird price: $1,575 $1,845
Digital Product Management
Course overview

Book on this two-day workshop and learn how to navigate the product life cycle, from customer research to managing a roadmap and product launch. Learn industry best practice tools & techniques to guide development of your product and measure its success at each step of the journey.

Key benefits

Take these learning outputs away with you:

  • Plan an effective roadmap

    Launch viable, market-ready products that anticipate customer needs successfully

  • Gain competitor intelligence

    Techniques & tools for competitive analysis of a feature or business idea

  • Test your product

    Identify the most important metrics & KPIs to predict success

Workshop program

Join this intensive two-day workshop to get up-to-speed on how to best balance the various interlinking responsibilities a Product Manager faces to bring a product successfully to market.

Learn customer research methods and user experience best practice to ensure your product correlates closely with user needs. Articulate the opportunity for your product clearly with development of a robust business model and pricing structure. Gain insight into the latest product testing methodologies to validate your product and guide it smoothly through its lifecycle with Agile methodologies.

You will leave this course with a clear understanding of the Product Management tools and techniques you need to launch viable, market-ready products that anticipate customer needs successfully.

Day One
Product Management Introduction
  • Product versus Market Orientation: A detailed look at the differences, and which one fits best
  • Customer focus: Clear working methods for translating customer needs into product ideas and features
  • Managing risk: Identifying the risks associated with implementing new products and features
Product Management - Roles and Responsibilities
  • Roles and responsibilities: Defining the various roles and responsibilities of a Product Manager
  • Product Manager qualities: What makes a good Product Manager
The Product Life Cycle
  • The product life cycle: Detailed overview of each stage and its related requirements
  • Development stages: Understanding the supporting groundwork required at each product life stage
  • Product development methods: Outline of the different methodologies for bringing a product to market
Customer Research and Analysis
  • Target customer identification: Tools and techniques to clearly establish your target customer
  • Customer research matters: Why a detailed grasp of customer expectations is vital for success
  • Customer research methodologies: Best practice techniques for observation and task analysis
  • Focus groups and interviews: How to plan and conduct in-depth customer research
  • User personas: How to draw from customer research to develop clear user personas
Product Validation
  • Product fit: How to establish an idea fits well with your product
  • Market fit: Establishing market viability and potential success rate
  • Minimum Viable Product: Clarifying the importance of building an MVP
  • MVP development: Step-by-step process for reaching an MVP
  • MVP evolution: How to develop your MVP to arrive at product and market fit
Building your Business Model
  • Business model canvas: Articulate your business plans clearly with a clear and simple framework
  • Business model components: Understanding the various interlinking components of any business model
  • Types of business models: Full run through of the different models at your disposal
Market Research
  • Competitor analysis: Techniques and tools for competitive analysis of a feature or business idea
  • Competitor landscape: How to establish the points of differentiation between current competitor offerings
  • Gauging opportunity size: Estimation tools for establishing the business opportunity
  • Developing your competitive strategy: Full run through of available strategies, plus five key components to developing your product strategy
Day Two
User Experience Design Strategy and Planning
  • Business benefits: Detailed overview of how UX planning create competitive advantage and increase ROI
  • User experience essentials: The fundamental ideas of UX, from users to contexts
  • User-centered design: How to build a strong user focus into your product plans
User Experience Design Principles
  • Goal focus: How to align UX design with your business goals
  • Simplicity and clarity: A checklist of ways to create a clear, simple user experience
  • Common design patterns: How to work productively using common design elements
  • Visual logic: How to give your product design visual logic that users understand effortlessly
  • Type of digital experiences: Examples of digital user interfaces, including Voice and the Internet of Things
User Stories
  • Customer needs: How to create user stories to communicate customer needs with other stakeholders
  • Prioritizing product features: How to clearly prioritize different feature options
Wireframing and Storyboarding
  • Wireframe production: How to create wireframes to test ideas and pre-empt potential problems
  • Wireframing methods: Clear run through of sketch, lo-fi and hi-fi
  • Storyboard production: How to create storyboards to communicate context, user flows and interactions
Information Architecture
  • Introduction to Information Architecture (IA): What IA is, and key terminology
  • Components of IA: The fundamental systems of organization, navigation, browsing and searching
  • The IA triangle: An explanation of the role of users, goals and contexts in IA
  • IA scenario planning: How to plan your information architecture based on user scenarios
Product Testing
  • Metrics selection: How to identify the most important metrics and KPIs for your product
  • Test insights: How to analyze your results and calculate success rates
  • Heuristic evaluation: Best-practice applications of heuristic evaluation techniques
  • Paper prototyping: How to use scenario planning to define new user experience design tests
  • A/B and multivariate testing: Learn more about these key testing methods and develop your own test program
  • Usability testing: Advice on the full range of test types, and how to choose the right tests for your project
Financial Modeling
  • Building your financial model: How to develop a financial model with your customer in mind
  • Pricing model options: Understanding the different approaches for launching a new product
  • Revenue forecasts: How to predict customer demand and likely revenue scenarios
Product Roadmap
  • Planning your product timeline: Identify and define clear stages in your product’s development
  • Pre-launch: A checklist for ensuring launch readiness
  • Pre-market fit: A working framework for ascertaining pre-market fitness
  • Post-market fit: How to gauge your product’s fit at market, and act on resulting insight
  • Building a product roadmap: Simple tools to build your product roadmap
Project Management for your Product
  • Agile principles: A comprehensive look at the key concepts in Agile project management
  • Key project stages: Full run through of the discernible stages in any project
  • Incremental delivery: The rationale and processes for iterative, incremental delivery
  • Agile management frameworks: An exploration of the different forms of Agile, including Scrum and Kanban
  • Why do projects go wrong? Challenges for Product Managers to watch out for
  • How to avoid failure: Checklist to follow to avoid failure
Stakeholder Communications
  • Presenting your product: Structuring your presentation effectively
  • Product pitches: Practical techniques and processes to follow to pitch to stakeholders most effectively

Request a detailed syllabus

Request syllabus
Upcoming dates in

Take a look at the next dates coming up:

JAN 15 - JAN 16
Tue - Wed
10:00 - 17:00
$1,575 $1,845
FEB 25 - FEB 26
Mon - Tue
10:00 - 17:00
$1,575 $1,845
APR 10 - APR 11
Wed - Thu
10:00 - 17:00
$1,575 $1,845
Itinerary

Each day of training follows a set itinerary, with tea, coffee and refreshments provided throughout. An enjoyable lunch can also be expected.

  • 9:30
    Delegate Arrival & Refreshments
  • 10:00
    Training Commences
  • 11:15
    Refreshment Break
  • 11:30
    Training
  • 13:00
    Lunch
  • 13:45
    Training
  • 15:00
    Refreshment Break
  • 15:15
    Training
  • 16:30
    Q&A
  • 17:00
    Training Closes

The same timings will run for both days.

Post training support

We put a lot of attention into our post training support, ensuring you have access to the materials and expert guidance you need to put your learnings into practice:

  • Imparture playbook library

    Free ‘how-to’ reference guides: Six detailed playbooks are sent to all attendees after the course to support key topics covered.

  • Full access to training materials

    Sent straight away to you: Slide decks are shared with all attendees 24-hours after a training session, with full access to training content and course notes.

  • Ongoing support

    Just get in touch: Imparture’s specialists are on hand following the course to help with any questions or challenges you might have.

Past attendees feedback
  • Course rating

    92% of past attendees would be recommend Imparture.

  • 9/10 Trainer score

    An average course rating of 9/10 from Fortune 500 companies.

  • Highly recommended

    Our expert trainers score 9.2/10 on average in feedback from course attendees.

Adam Marsh
Spirax Sarco
Thank you for a great digital product course. We were a small group, so we had a very intimate training experience with the trainer, who had loads of experiences he could draw from to make the material most relevant to our situations. The venue was excellent, great facilities.
Suitable for all levels

Nothing beats a traditional classroom environment to fully engage with a topic and learn from an expert course trainer.

Beginners
Kick-start your learning: Our courses are designed to fast-track your knowledge. No prior experience is necessary.
Setting the right foundations: Core principles are covered clearly at the outset, before moving onto more advanced topics.
Simple, clear language: All jargon and technical terms are explained.
Experienced practitioners
1-2-1 time with the trainer: Ensures you have plenty of opportunity to consult the trainer with specific questions in regards to your current projects.
Engaging class dynamic: Network with your fellow class participants in a meaningful and engaging way.
Our trainers in:

Learn from our skilled trainers, with hands-on experience from the front-line.

Lily Hoffmann
Trainer
Brittney Posternock
Trainer
Lily Hoffmann
Lily is an award-winning digital media producer who facilitates Imparture's courses in Washington DC. She leads our Google Analytics, Product Management and User Experience Design and Testing courses. She’s also a lecturer at the University of Maryland’s Philip Merrill College of Journalism, delivering courses in intermediate multimedia journalism as well as multimedia storytelling for international media professionals.
Brittney Posternock
Brittney is a UX educator and freelance designer with a background in hospitality, strategy, and operations. Working in Sketch and InVision to bring products to life, she is passionate about the importance of user-centered design across all industries.
Training locations in

Your course will be held in one of the locations highlighted below:

Central city locations

Imparture venues are all based in central, easy-to-reach, city locations.

Confirmation of location details

You will receive full confirmation of the course venue location in your 'Joining instructions', sent to you prior to the event.

Frequently asked questions
FAQs

Have some questions for us? Take a look at some of those that we are most typically asked, along with our responses. We'd love to hear from you if there is anything else we can help with.

  • Will I receive any certification after completing the course?

    A certificate as proof of your attendance on the course is available on request.

  • How many other attendees will there be?

    Imparture workshops are designed to create an intimate learning environment to enable one-to-one time with the trainer and healthy discourse amongst all in attendance. The average number of attendees ranges from 3 - 14 depending on the topic area.

  • Is there anything I need to bring with me?

    ​It is recommended to bring a laptop or tablet with you to follow along with live examples and log-on to various platforms.

  • Do I have to wear business attire?

    There is no dress code; you can expect a relaxed learning environment.

  • What communications can I expect to receive prior to the course start date?

    You will receive a welcome email seven days prior to your course date confirming all final details for your training workshop.

  • Who should attend?

    Business and product owners guiding their own product launch.

  • How can I pay?

    We accept payment via Credit Card, Debit Card, BACS, Cheque or Invoice.

You are booking on:
Find out more:
Digital Product Management Workshop in Washington DC on Jan 15 - Jan 16
Total: