{"id":6582,"date":"2022-05-26T18:49:50","date_gmt":"2022-05-26T21:49:50","guid":{"rendered":"https:\/\/site22.dev.softdesign.com.br\/en\/?p=6582"},"modified":"2022-12-08T11:36:46","modified_gmt":"2022-12-08T14:36:46","slug":"the-product-owners-role-in-the-product-team","status":"publish","type":"post","link":"https:\/\/site22.dev.softdesign.com.br\/en\/the-product-owners-role-in-the-product-team\/","title":{"rendered":"The Product Owner’s Role in the Product Team"},"content":{"rendered":"In the second article of the series on digital product teams, we will address the role of the Product Owner<\/strong> (PO) in the development journey. Our objective is to explain why it is important to have a person focused on product management, and the great impact of this work on the team’s results. To this end, we gathered the most frequently asked questions of our customers and talked to our experts.\n\nNamely: in the first article of this series, which you can check out here<\/a>, we broadly explore all the profiles, roles and knowledge needed in a product team. In addition to the Product Owner, in the next articles we will talk about the role of Designers, Developers and Testers.\n

Why do we need a Product Person?<\/h4>\nWhen we work in the construction of a digital product, we are dealing with complexity. We start with (1) a vision of where we want to go (usually a little vague), (2) a handful of market information, (3) a certain idea of our customers’ needs, and (4) a limited budget and time. All of this in addition to the mission to deliver maximum value to customers and users.\n\nAmid this complexity, you have to make countless daily decisions about what to do, how to do it and when to do it. The Product Person can then be seen as someone who understands the constraints of the business (money, time, legal, processes, etc.), and acts to prioritize the team’s work strategically, maximizing the value delivered.<\/strong>\n\nUsually, the creators or sponsors of the business believe they can play this role. However, our experience and modern product development methods show that it is best to have someone specific on the team who masters the techniques in the area and has experience in digital products. This does not mean that the role of creators and sponsors is unnecessary: the Product Person will be in frequent touch with them, jointly co-creating the strategic vision \u2013 but will also carry out other activities that require more time and focus.\n\n“We can say, from the experience of several cases we have seen, that without a good Product Person, there is a lot of wasted time and money. The allocated team builds a lot of software, but without connection to a larger strategy. In these cases, it is not uncommon to have to throw a lot of things away and start over from scratch, because what was built works, but it doesn’t meet the needs”, Karina Hartmann<\/a>, Head of Product and Innovation, points out.\n

What does a Product Person do?<\/h4>\nIn the market, there are two main nomenclatures for the role of those who work with products: Product Owner (PO)<\/strong> and Product Manager (PM)<\/strong>. In some companies, these roles are performed by the same person; in others, they are divided; and there are still those that have only the first role.\n\nAt SoftDesign, the Product Person takes on the responsibilities of Product Owner and Product Manager.\n\nAs a Product Manager<\/strong>, the main responsibilities are:\n