Digital Product Management: Methods - Instruments - Cases

The book describes the various areas of digital product management: from vision and strategy development, idea generation and evaluation to actual product development and subsequent performance analysis. The central tasks and touch points are explained from the perspective of the product manager (product owner).

In addition to agile methods and working models, the authors also cover specific tools that can be used to manage the development of digital products successfully.

A book for anyone working in product management, software development, business development or marketing and sales, as well as for interested students.

＂The role of a product manager is crucial to the successful development of digital products. This book provides an excellent overview of the most important methods of modern product management.＂Stefan Vosskötter, founder and managing director of digitale-leute.de & deutsche-startups.de

＂The authors present a variety of methods and tools in a comprehensive and detailed manner, providing the reader with concrete assistance in mastering the challenges of digital product management.＂ Cord Grünewald, CPO Kleinanzeigen

From the content: Introduction to Digital Product Management - User-Centered Product Visions - Product Discovery - Validation of Product Ideas in the Market - Alignment - How to Achieve Good Coordination - Impact-Oriented Product Management with OKR - Product Delivery - Lateral Leadership in Product Management - Product Owner and Scrum Master - Understanding User Experience - Data Analytics - Growth - The Matter of Growth - Holistic Understanding of Product Management - The Agile Transformation of Hanseatic Bank

Sascha Hoffmann is a professor of online management at Fresenius University of Applied Sciences. Previously, he was Director Business Development at XING and Head of Product Management at blau Mobilfunk (blau.de).

Contributing authors:

- Tim Adler, Hamburg
- Markus Andrezak, überproduct GmbH, Potsdam
- Christian Becker, leanproductable GmbH, Berlin
- Nikkel Blaase, Orbit Ventures GmbH, Hamburg
- Dominik Busching, tado, Munich
- Tobias Freudenreich, freelance product coach & consultant, Hamburg
- David Gehrke, University of Applied Sciences Nordhausen, Nordhausen
- Rainer Gibbert, Star Finanz GmbH, Hamburg
- Lutz Göcke, University of Applied Sciences Nordhausen, Nordhausen
- Sascha Hoffmann, University of Applied Sciences Fresenius, Hamburg
- Alexander Hipp, Beyond, London
- Arne Kittler, facelift, Hamburg
- Jan Köster, Gruner + Jahr, Hamburg
- Jan Martens, Lotto24 AG, Hamburg
- Florian Meyer, Gruner + Jahr, Hamburg
- Inken Petersen, Hamburg
- Patrick Roelofs, Aroundhome, Berlin
- Stefan Roock, it-agile GmbH, Hamburg
- Robert Schulke, Freiburg
- Michael Schultheiß, McKinsey & Co, Kiel
- Cansel Sörgens, Cologne
- Philip Steen, Norderstedt
- Anna Wicher, MissionMe, Hamburg
- Petra Wille, Strong Product People, Hamburg