Product Design and Strategy

The Product Design and Strategy programme is a practical training programme lasting 16 class hours, designed for anyone who wants to understand how to develop products and services in line with a company’s strategic objectives, user needs, and business outcomes. The programme gives participants a comprehensive insight into product strategy, product design, market analysis, product financial value, UX approaches, and the alignment of product and project portfolios. Particular emphasis is placed on integrating product management and project management, so that teams can make better decisions, manage priorities more effectively, and develop products that create real market value. The value of the programme lies in practical work on concrete examples and the use of templates that participants can immediately apply in their own business environments.

• Understand how product strategy, product design, and product development are connected to a company’s strategic objectives and expected business outcomes.
• Analyse the market, define a product proposition, plan a roadmap, and assess the financial and business value of a product.
• Apply key tools and approaches from product management, UX, KPI, OKR, and product and project portfolio management.
• Resolve real business situations through work on examples, the use of templates, and the integration of different disciplines involved in product development.

Upon completion of the programme, participants will be able to:

• explain the fundamental concepts of product strategy and product design in a business environment
• analyse the relationship between a company’s strategic objectives, product portfolio, and project portfolio
• define the basic elements of a product’s strategy, vision, and proposition
• plan a basic product development plan, including roadmap, KPIs, and OKRs
• assess the market position of a product based on market analysis and differentiation
• apply basic financial and non-financial metrics in evaluating product value
• use the basic principles of UX research and UX strategy in product development
• evaluate the importance of team collaboration, reporting, and portfolio alignment for successful product management

The programme is intended for individuals involved in product development, portfolio management, strategic planning, and decision-making related to products and services. It is especially useful for those who want to connect product management, user experience, and business goals into one aligned approach.

• product managers and product owners
• project managers and project team members
• professionals involved in product and service development
• UX and CX professionals
• managers responsible for innovation and business development
• team members working on the alignment of product and project portfolios
• anyone who wants to develop products that are useful to users and sustainable for the business

1. Product Strategy and Product Proposition
   Participants are introduced to the fundamental concepts of product strategy, including product strategy, vision, and proposition. The focus is on understanding how a product should create value for both the user and the business.
2. Long-Term Product Development Plan, Roadmap, KPI, and OKR
   This unit is focused on planning product development through a roadmap and defining performance indicators. Participants learn how to connect product development goals with measurable results.
3. Market Analysis and Product Differentiation
   This unit covers market analysis, positioning, and product differentiation. The focus is on understanding competition, user needs, and the elements that make a product distinctive and relevant.
4. Analysis of Product Financial Value
   Participants acquire basic knowledge of cost-benefit analysis, product financial metrics such as ROI, NPV, Capex, and Opex, as well as the assessment of product budget, revenue, and benefits. Pricing strategy is also covered as an important part of managing product value.
5. UX, User Experience, and User Needs Research
   This unit covers the basics of UX, UX strategy and implementation, as well as the application of quantitative and qualitative research across different phases of the product lifecycle. Participants learn how to better understand the end user and embed that understanding into product development.
6. Synergy of Product and Project Portfolios
   This unit addresses the alignment of product and project portfolios with the company’s strategic goals. Participants develop an understanding of the importance of team collaboration, resource management, the R&D function, and measuring portfolio performance.
7. Reporting, Team Collaboration, and Practical Examples
   The final part of the programme focuses on reporting to key stakeholders, developing the required competences, and supporting team collaboration in the product development process. Through practical examples and templates, participants connect all covered topics into an applicable business framework.