Developing and launching new products involves more than a great idea. In today's fast-paced digital economy, understanding your target customers and their specific needs is essential to launching and managing successful products. In startups and established companies alike, the product manager serves as a key player in taking a product from idea to launch to success. To bring viable products to market, a successful product manager needs to balance creative inspiration with a disciplined approach, and it is with this approach that we frame this first course.
This course seeks to answer the question “Who is my customer?” You will explore how to develop a product by first defining the problem your product addresses. To do this, Keith Cowing will share his deep knowledge in product management to help you map your customer's journey and articulate user personas. Once you understand and articulate target personas, you will have a much clearer picture of the real problem your product is trying to solve, paving the way for a strong product strategy.
WHAT YOU'LL LEARN
Map the customer's journey, prep questions for user interviews, and create a list of target customers
Complete five interviews and update the customer journey based on learnings
Write user personas based on patterns found in the user interviews
Vice President, Product Management, Flatiron Health
Keith Cowing is a Visiting Lecturer at Cornell Tech and vice president of product management at Flatiron Health, a technology company focused on accelerating cancer research. He has spent 15 years building products, teams, and companies, and now teaches about careers and product management and publishes a blog at KeithonCareers.com.
Prior to joining Flatiron, Keith was a product manager at Twitter, LinkedIn, and Goldman Sachs. He was also the founder and CEO of Seamless Receipts. Keith led the team, raised venture capital, managed the development and launch of new products, and secured business from global brands such as Oakley, Tumi, Burton, and Lenox.
Keith received an MBA with distinction in entrepreneurship and a Bachelor of Science cum laude in electrical and computer engineering from Cornell University.