Over the last few years, we’ve seen the speedy rise of the product manager as a prominent role within tech companies. In the case of software development shops like Arcweb, a product manager is the primary liaison between the customer and the delivery team, which is comprised of design, engineering, and marketing. Naturally, this is a delicate task—especially when the customer is launching a new product. It is the job of the product manager to trailblaze through the risks and uncertainties that come with disrupting a particular market to deliver something compelling. And since software product management involves a more iterative process—rather than singular event like those we see in the hardware business—a product manager has the opportunity to test product features in measurable ways, allowing us to deliver maximum value to the customer.
Curious what it looks like to bring a digital therapeutics app from concept to market?
The process often starts with an Minimum Viable Product (MVP) upon which measurable features are iteratively built. Orchestrating that process (or scope) is the art and science of product management. The ability to cut scope intelligently maximizes value to the customer while minimizing delivery costs—and it is the definition of what we call a Scope Assassin whose toolkit consists of innate product management capabilities and Product Hacks: clever tactics that result in effective scope management.
So we’re excited to announce a regular feature here on the Arcweb blog called Arcweb Product Hacks. Here’s the first…
Login Page: Which Login Should I Build?
It’s natural to want to build a product for which users can use any login of their choice. Facebook, LinkedIn, Twitter, Instagram—the list goes on. The idea is that if you offer them all, you’re
casting the widest net possible which is a good thing, right?
From a product management perspective, not really. Besides exposing yourself to the paradox of choice, integrating multiple login functionality takes time, and therefore takes money. Said differently, assume a total build budget is $150,000. If the development of each login functionality costs, say, $3,000, does it makes sense to implement all 5 of them (i.e., spend 10 percent of the budget on product login functionality)? Likely not—especially considering what else you have to build.
Login Page: Pick One, Test the Rest
So what do you do? You build the one login option that you’re confident in (e.g. Facebook), and test the rest. How do you test the rest? If you decided to implement Facebook, just redirect all login methods to Facebook with a message saying “coming soon, please try Facebook for now.” Measuring those clicks (or lack thereof) will tell you what login functionality to create next, if you decide to implement anything at all. It will also help you free up budget for other scope needs and, ultimately, get your MVP out the door faster.
So that’s the first Arcweb Product Hack. Stay tuned for more and if you have any of your own, tweet them at us with the hashtag #producthacks!
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