The Product Manager is the product manager, his aim is to maximize the value for users and therefore for his customers. His responsibility is therefore to define a coherent and convincing vision of the product, to coordinate the work of the team (UX designers, developers, marketing...) around this vision and to ensure that the product succeeds. At BAM, for example, this involves:

1. Know the users: by observing them in the field, by conducting interviews, by taking their feedback, by doing benchmarks...

2. Know the market: conduct market analysis to identify trends and issues

3. Define the concept and architecture of the product to be able to prioritize functionalities in a roadmap and choose associated product and business objectives/KPIs

4. Ensure on-time delivery: by challenging the teams, by guaranteeing the methodology, by helping the team to gain autonomy to achieve the objectives

5. Manage the product: via business and product KPIs to ensure that the product succeeds

A mobile application is a way to fulfill an objective. What is the problem that the application should solve? What is the gap between the current situation and the desired situation? The answer to these questions makes it possible to define the project's “north star”. This north star is Product Vision. It is essential to prioritize functionalities and to involve the team in order to ensure that at all times we are creating a simple product, whose value can be understood by users in a matter of minutes. But who will find the answers to these essential questions? Who will be the guarantor of the Product vision? It's the Product Manager. Today, its role is all the more important as user needs and market trends change rapidly, the need for adaptation is growing, and the attention of mobile users is shared with many other things.

Our customers often confuse the concepts of acquisition, adoption, and user retention.

Acquisition and adoption make it possible to verify that a product has an audience and that they are listening to what we have to offer.

Retention is the measure of the continued use of a product or features. At BAM, this is the most important measure: it allows you to know if you succeed in creating the value you want to generate with the product and therefore whether it meets user needs and business expectations.

If a product has good retention, that means users come and stay for the long term - which is key to growing your business.

Attention, for each product, the definition of what we consider to be use and the time frame where we are going to measure it will be different.

The answer is simple: yes!

For the simple reason that making a product is not just about knowing its users. In fact, knowing your users is the raw material for product thinking, which consists of:

• Analyze the market and define a vision and a product concept
• Identify user preferences and understand where the value of the product lies: what comes from inheritance and debt in order to ensure that with each iteration on the product we are not degrading it
• Managing the product: going back and forth between product and business KPIs and the product that we are building
• Define a user retention plan: emailing user journeys and notifications

It is therefore very important to know your users well, but if we do not have this product thought allowing us to ask the right questions, it will then be complicated to succeed in making a product adopted on a large scale.

The first step is to define the goal you want to achieve with your application. In other words, to define a strategy for your product, by:

• asking you about what the product brings to us and to our business

• identifying the progress that we want users to make with the product

• understanding the needs of users and the challenges they face today

• determining its position in its market

• framing the profile of its target users

All of these elements make up the Product Discovery phase. At the end of this stage, you will have imagined and prioritized functionalities to get started!

‍