Product Design vs Product Management, What Are The Differences?

Imagine you’re a product designer working hard on your next big project. You've created many fantastic features and are ready to present your vision to the product manager. You expect them to be just as excited as you are. Instead, they tell you that they need to make cuts to your design to meet the goals of the next release. Ouch. What happened to all that creativity and innovation? And why is this guy so obsessed with the next release? This scenario illustrates the tension between product design and product management. While the two roles ultimately share the same goal of creating a successful product that meets both business and user needs, their approaches to achieving these goals can seem at odds. Aligning both teams at the outset can help you avoid the situation above and pave the way for a smoother product design process. In this article, we'll explore the differences between product design and product management and how you can better align both teams for smoother sailing.  

NUMI's product design solution can help you achieve your objectives by clarifying the differences between product design and product management and advising you on how to align both teams.

What is Product Design?

Product design is the process of developing a usable product that meets customer needs by defining the users' problems and finding creative solutions for these problems. The term is also used to refer to the result of this process, the design qualities of an existing product. Product design is based on design thinking, an approach to solving problems creatively.

We can define the following three characteristics to describe product design: 

• Product design is a complex process that includes various tasks, from research to prototyping and testing.
• Product design is human-centered but involves more consideration of the needs of the business and market situation.
• Product design is never-ending (or almost so). You cannot say it is a clearly defined set of steps. Everyone follows the structure they consider the most suitable and efficient.

The process may include unexpected iterations crucial for understanding the problem and finding the best solution. Product design encompasses both the process and the outcome. It is not merely about creating aesthetically pleasing objects but about crafting solutions that seamlessly integrate into users' lives, enhance their experiences, and ultimately add value. 

Cover More Angles on Projects – with Product Design

Product designers help make products that aren’t just easy and delightful (or at least satisfying) to use but also fine-tuned to do consistently well in the marketplace. They help:

• Define product goals
• Create product roadmaps (high-level summaries or 6–12-month forecasts of product offerings and features)
• Help brands release successful products

Much like usability and user interface (UI) design are subsets of user experience (UX) design, UX design fits within product design. Indeed, UX designers are concerned with acquiring and integrating a product (including aspects of branding). 

However, product designers extend this scope to carefully monitor their brands’ positions in the market over time. They gauge the likely impacts of design decisions based on in-depth domain knowledge and keep teams and organizations mindful of bigger-picture and bottom-line realities, particularly for the mid-to-long term. They can prevent or minimize risky consequences of implementing designs and help maximize and sustain gains. 

The Crucial Role of Product Designers in Driving ROI and Strategy

Throughout a project, a product designer will usually guide your design team and stakeholders on ROI and lower-level concerns such as the placement of interface elements. The product designer’s eye for product desirability and value is a vital safeguard to keep a brand competitive. 

In addition to what they would do as generalist-oriented UX designers (e.g., conducting UX research, creating personas), product designers also inform and plan roadmaps in close collaboration with development and marketing teams to ensure the feasibility of implementing designs. 

Best Product Design Examples

Apple

Apple is one of the world's most design-conscious companies. Their design team is involved in every stage of the product development process, from the first concept to the finished product. As a result, everything, from their website to the latest iPhone model, looks clean and simple and is desired by everyone.

Airbnb

A product that changed the whole tourism industry by connecting short-time renters with their clients directly. 

Stripe

The valuable product and a human-centered approach to design make this company stand out and leave all the competitors behind. All startups want their apps/websites to look like Stripe.

The most popular products that are simple but genius, easy to use, and, consequently, have success on the market are built by companies that understand the importance of design talent. If you're developing user-centered products, having a skilled product designer on your team is crucial.

What is Product Management?

Product Management guides a product from its initial idea to its final release. It involves understanding what customers need and what the product should do and working with various:

• Design
• Engineering
• Marketing teams

Product Managers (PMs) are responsible for steering the product in the right direction. To do this, they stay on top of customer feedback, market trends, and business goals. 

A PM must also balance the product vision with what’s possible, both technically and within the business’s goals. While they don't have direct authority over product development or engineering teams, they manage the product and ensure its success. The goal is to keep the product on course toward a successful launch. Then, it is time to continue refining and improving. This nuanced role requires creativity, strategic thinking, and leadership to bring the product to life and keep it thriving.

Strategic Functions And Significance Of Product Management Process

Product Management is significant because it ensures that the products a company creates are:

• Valuable
• Viable
• Feasible

By focusing on customer needs and market fit, product management helps the company avoid wasting time and resources on products that don’t resonate. It also keeps the company agile and responsive. As markets change and customer preferences shift, product managers help the company adapt. 

Here’s what their strategic role within the organization encompasses: 

Researching Customer Needs

A product manager's foundational role is to understand what customers want deeply. This involves:

• Gathering and analyzing data
• Conducting user experience research
• Conducting market research
• Getting direct feedback from users

By knowing what customers need, product managers can guide the development of products that truly resonate with their audience. 

Understanding the Market and Customers

Product managers also study the broader market to understand trends, identify go-to-market opportunities, find product-market fit, and monitor competitors. This broader perspective ensures that the product meets current customer needs and anticipates future demands. 

Setting the Product Vision

With a clear understanding of the market and customer needs, product managers craft a vision for the product. This vision serves as a guiding star for the team, outlining what the product should achieve and how it will stand out in the marketplace. 

Aligning with Business Goals

Product managers ensure the product aligns with the company’s overall objectives. The product must contribute to the company's long-term success, whether it’s increasing revenue, expanding market share, or enhancing the brand. 

Prioritizing Features and Roadmaps

Since resources are limited, product managers must decide which features or updates to prioritize. They create a product roadmap that balances customer needs, market opportunities, and business goals, guiding the team on what to focus on and when. 

Coordinating Cross-Functional Teams

Product managers work closely with various: 

• Teams Design

• Engineering
• Marketing
• Sales

 To turn the product vision into reality. They work with cross-functional teams to ensure everyone is on the same page, moving in the same direction, and working together effectively. 

Monitoring Performance

After a product is launched, the job isn’t done. Product managers continuously monitor the product’s performance and observe the analytics. They gather data on its use and whether it’s meeting its goals. This ongoing analysis helps them make necessary adjustments and improvements over time. 

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Product Design vs Product Management: What are The Differences?

The skillsets of product designers and product managers reflect their unique focuses. Product designers are primarily concerned with crafting seamless, user-friendly experiences. Their expertise lies in:

• User research
• Wireframing
• Prototyping
• Visual design

They excel in tools like:

• Figma
• Adobe XD
• Sketch

Using them to create intuitive interfaces and user flows. Designers also establish design systems and conduct usability tests to meet user needs. Product managers are strategic planners. They identify:

• Market opportunities
• Prioritize features
• Define the product roadmap

Their skills encompass product discovery, stakeholder communication, and road mapping, often leveraging tools like:

• Figjam
• Jira
• Aha!

While collaborating with designers on user research, they focus on aligning product decisions with business goals and market demands.

What are the Responsibilities of Product Designers and Product Managers?

The responsibilities of product designers and product managers highlight their distinct areas of focus. Product managers are responsible for the product’s overarching strategy. They define what needs to be built, why it matters, and how it aligns with the company’s objectives. This involves:

• Studying market trends
• Evaluating competition
• Balancing stakeholder needs

Their work directly impacts business metrics such as profitability, revenue, and market share. 

Product designers focus on execution and user experience. They work to create visually appealing, functional designs that solve user problems. Through user research, prototyping, and iterative testing, they ensure the product meets user expectations and delivers a seamless experience. While managers look at the big picture, designers ensure the small details are optimized for usability and appeal.

How Do Product Designers and Product Managers Engage with Stakeholders?

Both roles require collaboration with various stakeholders, but their approaches differ significantly. Product managers act as the central hub for communication, ensuring alignment across teams in areas such as:

• Marketing
• Sales
• Development

They manage stakeholder expectations, advocate for the product’s strategic goals, and coordinate resources to meet deadlines. Effective stakeholder management is a critical aspect of their role. 

Product designers, while less involved in broad stakeholder management, engage with stakeholders to refine user-centric designs. They collaborate with developers to implement designs, gather feedback from leadership on prototypes, and involve users in testing. They focus on ensuring the product meets user needs while aligning with the product vision.

What Tools Do Product Designers and Product Managers Use?

The tools used by product designers and product managers reflect their respective focuses. Product designers rely on platforms like:

• Figma
• Sketch
• Adobe XD 

These tools allow them to create wireframes, prototypes, and final visual designs. They also allow them to design user interfaces, build interactive mockups, and collaborate effectively with teams. 

Product managers use planning and collaboration tools like:

• Jira for task management
• ProductPlan for road mapping
• Figjam for brainstorming and creativity

While they might use Figma’s Figjam feature for collaborative exercises, their primary tools focus on strategy and coordination rather than design execution.

What are the Different Focuses of Product Designers and Product Managers?

The most defining difference between these roles is their focus. 

Product Managers

Product managers prioritize achieving business goals. They ensure the product aligns with financial objectives, market demands, and stakeholder expectations. Their decisions aim to increase profitability, expand market share, and deliver measurable value to the organization. 

Product Designers

Product designers are advocates for the user. They focus on creating designs that are accessible, functional, and enjoyable to use. By understanding:

• User behaviors
• Conducting usability tests
• Iterating designs

They strive to address specific pain points and enhance overall satisfaction. While both perspectives are vital, the key to a successful product is balancing these two focuses meeting business objectives while delivering an exceptional user experience.

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Benefits of Aligning Product Management and Product Design Teams

A Shared Vision Creates Stronger Products

Collaboration between product management and product design teams is essential for building products that solve customer problems while delivering an exceptional user experience. When these teams align effectively, the outcomes can be transformative for both the product and the organization. 

Bringing The Product Design And Product Management Teams Together

Product management and product design share similar goals but differ in their approach. Product managers define the what and why of a product, while designers focus on the how.

Effective collaboration begins with mutual understanding. Both teams must recognize the value the other brings and align on shared goals. Product managers may rely on designers to visualize user feedback, while designers depend on managers for customer insights and strategic priorities.

Establishing Open Communication

The key to strong collaboration is transparent and continuous communication. Regular touchpoints, such as:

• Joint meetings
• Design reviews
• Roadmap discussions

Create opportunities to align priorities and resolve misunderstandings early. Open communication ensures that product decisions reflect both user needs and business goals. It also fosters trust and encourages team members to share innovative ideas. 

Sharing a Common Vision

Both teams need to work toward a shared vision of the product. This vision should be well-documented, easily understood, and consistently referenced throughout development. 

Creating this alignment involves collaborative exercises, such as journey mapping, where both teams contribute to defining the user journey and product strategy. A unified vision ensures that every effort contributes to the same end goal.

Building Collaborative Workflows

Integrating workflows between product management and product design can streamline the development process. Shared tools like:

• Figma
• FigJam
• Project management platforms (e.g., Jira, Trello) 

Enable both teams to collaborate in real time. Establishing processes for feedback loops, prioritization, and iteration also helps prevent roadblocks and ensures that designs align with the product strategy.

Encouraging Cross-Functional Involvement

Collaboration shouldn’t stop at just product management and design; it should extend to engineering, marketing, and other teams. When designers and managers work together to engage these departments, it creates a more cohesive product development cycle. 

For example, involving engineers early in the design process ensures feasibility, while marketing teams can align on messaging based on the product’s core features and user experience.

Resolving Conflicts and Prioritization Challenges

Conflicts between these teams often arise over competing priorities, such as balancing user needs with business goals. Bringing the teams together allows them to address these challenges constructively. 

For example, when faced with a feature that may improve user experience but add development complexity, managers and designers can collaborate to weigh its impact and find a balanced solution.

Driving a Customer-Centric Culture 

Combining the expertise of product managers and designers fosters a customer-centric approach to product development. Managers bring insights from market research and analytics, while designers ensure these insights are translated into practical, user-friendly solutions. This partnership ensures that the final product meets business objectives and delights the end-user.

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