Introducing digital roles (1/3): UX designers & product owners

In a recent article, we focused at what types of people companies need the most in the digital age and how to get them. Today, we will take a closer look at the first group of technical talent no digital business can succeed without.

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One of the main objectives of any business is superior customer experience. The two roles mentioned in the headline are here to deliver it. User experience designers research what customers want and supervise test-and-learn programmes with them. Product owners have the authority to decide on what will create the business value. They track progress and set KPIs.

User Experience (UX) Designers

These workers will help you to build human-centred design. They collect insights from both data and real customer interactions. The next step is translating insights into solutions. There are multiple design tools to be used (these may be personas, empathy maps, customer journeys and others).

Exceptional experience designers must act as customer advocates. This means getting developers to resolve issues that impact customer experience. Customer empathy is therefore a necessity. Front-end engineers translate design and digital experience decisions into software. Then it is tested. Rapid prototyping enables the inclusion of user comments and inputs, as described in an article on the mckinsey.com website.

Product Owners

In the realm of digital products, people in this role must define the vision of a product or service. They also need to choose what trade-offs should be made and discuss both user-experience and technology issues with others. A good product owner must:

  • craft a strategic vision for their product without getting lost in the details of its parts
  • deliver measurable business value and achieve a favourable ROI
  • make decisions based on data and facts without being affected by intuition and feelings
  • influence co-workers so that they work towards the overall vision

-jk-

Article source McKinsey & Company - global management consulting firm
Read more articles from McKinsey & Company

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