69: How Human-Centered Design & Engineering Can Help Product Managers Succeed

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

In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and Soumeya Benghanem welcome Julie Seto (Microsoft) and Aneesha Kommineni (Google) as they discuss how human-centered design and engineering can help PMs. Learning more about HCDE is one of the important skills a good PM should have because it lets PMs better understand what the people need and help make a more efficient design.

Disclaimer: All opinions of the speakers are their own.

Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.

What to Listen For:

• 00:00 Intro
• 06:31 How is HCDE related to other concepts
• 08:15 Similarities and differences
• 11:17 Tips for hiring people who have different biases
• 13:21 Combine different research methodologies
• 15:06 Design culturally neutral experiences
• 15:55 Why is human centered design important to learn?
• 19:20 The use of HCDE in your job
• 25:33 Tension between human centered design and business objectives
• 30:02 Differences in applying HCDE in a B2B vs B2C product
• 37:50 Considering geographical and cultural aspects while designing the product in enterprise
• 41:50 Resource or bootcamp recommendations
• 44:44 When someone says no about your human centered design feature
• 47:52 Universal design vs human centered design
• 49:06 Final thoughts