Introduction to Digital Product Management

The introductory article first addresses the fundamental differences between a classic, project-based and an agile development of digital products, highlighting the advantages of the agile approach. Afterwards, the individual phases of digital product development are explained. These range from the product vision and the derivation of a suitable product strategy, to the identification of the “right” products or product features from a market perspective within the framework of a product discovery, to the actual product development, the product delivery. Subsequently, Scrum, as the dominant agile development framework in practice, is explained in detail. Kanban, another very popular framework, is then described, before finally providing an overview of hybrid forms and other further developments of agile methods for digital product development.