{"id":9004111223077630,"date":"2021-01-20T17:47:17","date_gmt":"2021-01-20T21:47:17","guid":{"rendered":"https:\/\/www.pragmaticinstitute.com\/?p=9004111222317626"},"modified":"2022-12-06T12:49:53","modified_gmt":"2022-12-06T16:49:53","slug":"how-to-leverage-the-power-of-design-throughout-the-product-life-cycle","status":"publish","type":"resources","link":"https:\/\/www.pragmaticinstitute.com\/resources\/articles\/product\/how-to-leverage-the-power-of-design-throughout-the-product-life-cycle\/","title":{"rendered":"How to Leverage the Power of Design Throughout the Product Life Cycle"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">How can product managers leverage their organization\u2019s design resources to work more strategically toward a successful product? Pragmatic Institute Design Practice Co-Director Jim Dibble and Product Instructor Amy Graham addressed the question in a <\/span><a href=\"https:\/\/www.pragmaticinstitute.com\/resources\/videos\/product\/leverage-the-power-of-design\/\"><span style=\"font-weight: 400;\">January 12th Product Chat<\/span><\/a><span style=\"font-weight: 400;\"> hosted by VP of Marketing and Product Strategy Rebecca Kalogeris. Below, read the webinar\u2019s most important takeaways \u2015 from partnering on user research to applying personas in different ways.<\/span><\/p>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/CAOqKDsjqMA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2>Sources of Friction Between Product and Design Teams<\/h2>\n<p><span style=\"font-weight: 400;\">Tension, misunderstanding, and a lack of clarity around each other\u2019s roles are familiar issues to product managers and designers. These roadblocks to collaboration make it difficult to create a coherent, cohesive product that truly fits users\u2019 needs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI experienced that early in my career,\u201d Dibble says in the webinar, \u201cworking with a product manager who was having conversations with sales and buyers while our small design team was having conversations with users. That led to a lot of churn because there was a lack of shared context for how we were going to make decisions about the product based on different perspectives we were hearing.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Graham said she\u2019s experienced the issue of duplicating efforts: \u201cWe end up working harder, not smarter. We don\u2019t leverage the value that each of the two parties can bring to the table.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The two experts shared a few oft-heard misconceptions about designers&#8230;<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You can slide designers in late into the product development process to \u201cmake it pretty\u201d and \u201cmake it usable.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">UX research only involves observing how users interact with a product.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">&#8230;and designers\u2019 questions about product managers.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are they <\/span><i><span style=\"font-weight: 400;\">product <\/span><\/i><span style=\"font-weight: 400;\">managers or <\/span><i><span style=\"font-weight: 400;\">project <\/span><\/i><span style=\"font-weight: 400;\">managers?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do they perform research?<\/span><\/li>\n<\/ul>\n<h2>Common Org Structures for Design Resources and How to Respond<\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re a product manager looking to better leverage your company\u2019s design function, be aware of two issues at play. On a corporate level, where does product management and design fall on the organizational chart? And on a project level, what is the resourcing model for designers?<\/span><\/p>\n<h3>Corporate level:<\/h3>\n<p><span style=\"font-weight: 400;\"> If you\u2019re a VP or director of product, this is a concern for you. Sometimes design reports to product, sometimes it stands on its own, and sometimes it reports to engineering or marketing. As a product leader, you should build an alliance with the head of design, who can be your trusted partner in maintaining an outside-in approach.<\/span><\/p>\n<h3>Project level:<\/h3>\n<p><span style=\"font-weight: 400;\">If you\u2019re an individual product manager, how design is resourced on your project will tee up how you might collaborate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the research for <\/span><a href=\"\/course\/product\/design\"><span style=\"font-weight: 400;\">Pragmatic Institute\u2019s new course for product managers, <\/span><i><span style=\"font-weight: 400;\">Design<\/span><\/i><\/a><span style=\"font-weight: 400;\">, \u201cWe saw two main ways in which design is structured within the organization,\u201d Dibble says.<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Embedded Model:<\/b><span style=\"font-weight: 400;\"> Design resources are embedded within product teams. If you\u2019re a product manager who\u2019s leading a product or a portion of a product, you have a dedicated designer or set of designers.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Agency Model: <\/b><span style=\"font-weight: 400;\">There is a centralized pool of designers, which you can draw from if you make the case that your particular project needs these resources. It\u2019s as if you have an internal design agency.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">There are different needs for product managers in each type of set-up.<\/span><\/p>\n<h3>If you have an embedded model &#8230;<\/h3>\n<p><span style=\"font-weight: 400;\">Work on <\/span><a href=\"https:\/\/www.pragmaticinstitute.com\/resources\/articles\/design\/from-the-black-box-to-the-sandbox\/\"><span style=\"font-weight: 400;\">establishing a strong partnership with your designer<\/span><\/a><span style=\"font-weight: 400;\">. You could lean on them to help with user research, persona creation, product concept testing, product storytelling, etc. And they can see you as a partner in ideation, solution visioning, etc. Discuss who will lead and who will participate at different stages.<\/span><\/p>\n<h3>If you have an agency model \u2026<\/h3>\n<p><span style=\"font-weight: 400;\">Chances are you have access to a designer for a limited amount of time and that you might get a different designer each time you request one. That\u2019s a challenge, because you\u2019ll have to explain your product context each time. Be crisp when sharing the context designers need to do great work (who they\u2019re designing for, what their goals are, how they currently approach the market problem, how you want the users to feel).<\/span><\/p>\n<h2>Making the Case for Design Resources<\/h2>\n<p><span style=\"font-weight: 400;\">Organizations tend to be understaffed in design, and some don\u2019t invest in it at all. What do you do if you don\u2019t have access to <\/span><i><span style=\"font-weight: 400;\">any <\/span><\/i><span style=\"font-weight: 400;\">design resources?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Graham says she hit three main points when she was a product manager asking for a design resource:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provide visibility and transparency into bandwidth issues: \u201cI can\u2019t be everything to everyone.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Share challenges around skill set: \u201cI\u2019m not a designer&#8230;If you want me doing design just be aware I\u2019m \u2018practicing my flair.\u2019\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Demonstrate how critical it is to have a separation of duties.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201cI also started to gather data,\u201d she says. \u201cI looked at our support tickets, our win\/loss data, any sort of input that would speak to usability, adoption, complaints that a product is not intuitive, or if somebody used our mobile app one time and never came back. I pulled that data together and used it to build a business case to get design resources either contracted as a consultant or get them in-house.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dibble explains how, without a dedicated design resource, a product team is putting quality and customer satisfaction at risk. \u201cEngineers will often talk about \u2018technical debt,\u2019 these things they need to fix in the infrastructure but haven\u2019t had time to because they\u2019re turning the crank so quickly. If you don\u2019t have a designer, you\u2019re building up \u2018design debt\u2019 \u2015 your product is becoming more and more inconsistent visually and in the way it works. It ends up looking like a Frankenstein collection of features because you didn\u2019t have a designer. So, if you don\u2019t spend those resources now to get it right you\u2019re going to have to invest them later to correct your product.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also focus on business outcomes you want to achieve when advocating for resources. For example, designers have techniques for both innovating and gathering user feedback on ideas and work in progress. So, if your organization prioritizes product innovation, or wants to mitigate the risk of spending resources on developing products that aren\u2019t embraced by users, design is a great investment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dibble suggests doing an analysis of what capabilities you need (see the Design Practice Identification Guide in our <\/span><a href=\"https:\/\/www.pragmaticinstitute.com\/resources\/downloads\/product\/exploring-design\/\"><span style=\"font-weight: 400;\">\u201cExploring Design&#8221; ebook<\/span><\/a><span style=\"font-weight: 400;\">) before hiring new designers so you make sure to apply the right skill set to your project.\u00a0<\/span><\/p>\n<h2>Collaborating on Key Activities<\/h2>\n<p><span style=\"font-weight: 400;\">While product and design might have developed different tools and mindsets over time, Pragmatic Institute sees these as complementary practices.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Pragmatic Framework lays out the key activities required to create and market products that people want to buy. Depending on their backgrounds and capabilities, designers can serve as partners in any number of key activities.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dibble and Graham advise product managers to learn how design capabilities overlay the Framework to pinpoint where design can add value (see<\/span> <span style=\"font-weight: 400;\">Design and the Pragmatic Framework in our<\/span> <a href=\"https:\/\/www.pragmaticinstitute.com\/resources\/downloads\/product\/exploring-design\/\"><span style=\"font-weight: 400;\">\u201cExploring Design&#8221; ebook<\/span><\/a><span style=\"font-weight: 400;\">).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Designers see their process as two-phased (see graphic from the Design Council below):\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Understanding the problem and the context around it.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Toying with potential solutions and then deciding how to move forward.\u00a0<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">This means there are opportunities to leverage design skills throughout the process, not just when you\u2019re defining the solution.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-9004111222317832 size-large\" src=\"https:\/\/www.pragmaticinstitute.com\/wp-content\/uploads\/2020\/08\/pasted-image-0-1024x555.png\" alt=\"design process\" width=\"1024\" height=\"555\" srcset=\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/pasted-image-0-1024x555.png 1024w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/pasted-image-0-300x163.png 300w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/pasted-image-0-768x416.png 768w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/pasted-image-0-600x325.png 600w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/pasted-image-0.png 1291w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Dibble highlights the potential for friction, because designers want to frame and reframe the problem, \u201cand that can feel itchy to product managers.\u201d However, \u201cthere\u2019s a real opportunity here as long as you\u2019re aware that designers often <\/span><a href=\"https:\/\/www.pragmaticinstitute.com\/resources\/articles\/product\/ask-the-expert-the-designers-i-work-with-keep-asking-me-to-bring-them-in-earlier-should-i\/\"><span style=\"font-weight: 400;\">want to participate in research and defining the problem<\/span><\/a><span style=\"font-weight: 400;\">, and at least understand how that problem affects the persona.\u201d<\/span><\/p>\n<h2>The Value of Personas and Where to Apply Them<\/h2>\n<p><span style=\"font-weight: 400;\">Personas are archetypes of target users that enable you to understand what needs and goals your product should support. They can be leveraged throughout the product life cycle in different ways, such as ideating with them, evaluating solutions against them, and framing feedback in persona terms.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIt is dangerous to build to a faceless user,\u201d Graham says. Without personas, you end up designing for yourself, and you don\u2019t know what features you have to have and what features you could potentially leave out. Personas provide much-needed context for cross-functional teams. \u201cI used to share personas with product management, my engineers, even our quality assurance testers,\u201d she continues.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Personas enable product managers to communicate research insights internally and align on who the target user is with cross-functional team members. Having that understanding motivates everyone involved to solve core problems for the persona, Dibble says. It can also \u201chelp them imagine new solutions that make sense for your target user and support them in making decisions. When someone proposes a new idea, you can evaluate that idea in terms of the persona.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They\u2019re a key piece of storytelling as well. \u201cPersonas are great within your organization to tell stories about how you envision your target user using the product,\u201d Dibble says, \u201cand how this product solution will make their life better.\u201d<\/span><\/p>\n<h2>How to Partner with Designers on Creating Personas<\/h2>\n<p><span style=\"font-weight: 400;\">Whether you\u2019re sketching out a provisional user persona based on what you know of the market thus far or crafting a fully refined user persona with your designers, it should be based on research. If possible, bring designers along in research to get a different perspective and build trust.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can use what you know already and the interactions you\u2019ve had with users to create a hypothesis about a target user to validate. \u201cThis is something you can do in a workshop, and it\u2019s a great starting point. You can use a <\/span><b>provisional persona<\/b><span style=\"font-weight: 400;\"> (or \u201cproto-persona\u201d) as a way to direct your energies. It also can help you decide where the gaps are in your knowledge and what questions you want to ask as you go out to do user research or NIHITO [\u201cNothing Important Happens In The Office\u201d] research to understand more about these people,\u201d Dibble says.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-9004111222317871 size-large\" src=\"https:\/\/www.pragmaticinstitute.com\/wp-content\/uploads\/2020\/08\/user_persona-1024x697.jpg\" alt=\"provisional user persona\" width=\"1024\" height=\"697\" srcset=\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/user_persona-1024x697.jpg 1024w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/user_persona-300x204.jpg 300w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/user_persona-768x522.jpg 768w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/user_persona-474x324.jpg 474w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/user_persona-600x408.jpg 600w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/user_persona.jpg 1073w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Do qualitative research to figure out what influences users\u2019 behavior and what their goals are, Dibble advises. Make a plan ahead of time knowing you want to capture goals, problems, etc. That will affect the questions you ask. The <\/span><b>user persona<\/b><span style=\"font-weight: 400;\"> represents your understanding of a target user, and the more you know about your user over time, the further the persona will evolve.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-9004111222317826 size-full\" src=\"https:\/\/www.pragmaticinstitute.com\/wp-content\/uploads\/2020\/08\/buyer_persona.png\" alt=\"user persona to understand target market\" width=\"1125\" height=\"726\" srcset=\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/buyer_persona.png 1125w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/buyer_persona-300x194.png 300w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/buyer_persona-1024x661.png 1024w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/buyer_persona-768x496.png 768w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/buyer_persona-600x387.png 600w\" sizes=\"(max-width: 1125px) 100vw, 1125px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Amy reminds attendees that these differ from <\/span><b>buyer personas<\/b><span style=\"font-weight: 400;\">: \u201cthe people who put on the buyer hat, the ones making the purchasing decision. They care about price, risk, and return on investment.\u201d\u00a0<\/span><\/p>\n<h2>Problems vs. Goals<\/h2>\n<p><span style=\"font-weight: 400;\">While product managers focus on market problems, designers tend to look at goals the users are trying to achieve. For example, a salesperson\u2019s goal is to meet their sales target, and SalesForce supports that goal by eliminating friction in pursuing and closing deals and allowing them to be more effective overall.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dibble says, \u201cThe nice thing is that goals and problems are really mirror images of each other. If you have a problem it\u2019s probably because it\u2019s something that\u2019s a roadblock for your greater goal that you\u2019re trying to achieve.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI think one cannot survive without the other,\u201d Graham agrees. \u201cThey have to co-exist.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In your NIHITO research, when you uncover a problem, ask why it\u2019s a problem and what that stands in the way of \u2015 a technique for gathering those higher-level goals to bring back to your team.<\/span><\/p>\n<h2>Reframing Problems to Spark Innovative Ideas<\/h2>\n<p><span style=\"font-weight: 400;\">Ideation leverages the brainpower and perspectives of everyone on your team to come up with new ideas. Make sure to prime them with that outside understanding first: who are we solving for, what are their problems, how are they solving them today, and what\u2019s broken?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cross-functional ideation helps the team:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Establish an outside-in focus<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Collaborate more effectively on ideas<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Shows everyone as responsible for defining the problem<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Think in new ways<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201cHow Might We\u201d statements are just one tool designers use in ideation. These statements reframe the problem as an opportunity that allows the team to open up more possibilities for the persona and generate lots of potential ideas that could figure into the solution.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take an example persona and problem from <\/span><a href=\"\/product\/course\/build\/\"><span style=\"font-weight: 400;\">our <\/span><i><span style=\"font-weight: 400;\">Build <\/span><\/i><span style=\"font-weight: 400;\">course<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9004111222317854 size-full\" src=\"https:\/\/www.pragmaticinstitute.com\/wp-content\/uploads\/2020\/08\/Register_course.jpg\" alt=\"reframing the problem\" width=\"512\" height=\"348\" srcset=\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/Register_course.jpg 512w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/Register_course-300x204.jpg 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9004111222317844 size-large\" src=\"https:\/\/www.pragmaticinstitute.com\/wp-content\/uploads\/2020\/08\/Reframing_problem-1024x644.jpg\" alt=\"how might we statements to reframe the problem\" width=\"1024\" height=\"644\" srcset=\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/Reframing_problem-1024x644.jpg 1024w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/Reframing_problem-300x189.jpg 300w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/Reframing_problem-768x483.jpg 768w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/Reframing_problem-600x377.jpg 600w, https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/08\/Reframing_problem.jpg 1161w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThis technique allows you to get in that creative space and that\u2019s critical,\u201d Graham says. The more empathy you can build in the user, the better product you can bring to market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Graham and Dibble believe <\/span><a href=\"https:\/\/www.pragmaticinstitute.com\/resources\/articles\/product\/how-to-build-a-stronger-partnership-with-design-2\/\"><span style=\"font-weight: 400;\">building a stronger partnership between product managers and designers<\/span><\/a><span style=\"font-weight: 400;\"> will not just improve the product experience that\u2019s delivered to the market, it will lead to fewer revision cycles, better visualization of the concept you\u2019re seeking buy-in on, and a greater chance of internal approval on product decisions.\u00a0<\/span><\/p>\n<p><!--<button style=\"background-color: #f37721; \/* green *\/ border: none; color: white; padding: 16px 32px; text-align: center; text-decoration: none; display: inline-block; font-size: 16px; margin: 4px 2px; transition-duration: 0.4s; margin-top: 10px; cursor: pointer;\"><em>Design<\/em><\/button>--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pragmatic Institute Design Practice Co-Director Jim Dibble and Product Instructor Amy Graham share how to apply design resources strategically for more intuitive, cohesive product experiences, from a tool to spark innovative ideas to a two-step persona process. <\/p>\n","protected":false},"author":414,"featured_media":9004111222317619,"menu_order":0,"template":"","categories":[9004111222497210],"tags":[],"content-series":[],"content-format":[9004111223037711],"framework-box":[],"vertical":[131],"ppma_author":[1262],"class_list":["post-9004111223077630","resources","type-resources","status-publish","has-post-thumbnail","hentry","category-product-development","content-format-article","vertical-product","author-pragmatic-institute-expert-training-for-data-design-product"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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