Product Management: Combining technical knowledge with interpersonal skills

BaseKit is the global white label software development company specialising in designing effortless digital tools for micro businesses. Tash tells us, “My current role involves actively contributing to the product development and management processes. I collaborate closely with cross-functional teams to gather user feedback, conduct market research, and help define and prioritise product features and enhancements.

“I had the privilege of joining BaseKit through a referral from the previous Product Manager. Their recognition of my qualifications and potential led them to recommend me for the role. I’m grateful for their support and belief in my abilities.”

After completing an apprenticeship, Tash was well-equipped with a solid foundation in software and web development. She cites this experience as invaluable, providing her with the chance to hone in on her technical ability whilst learning how to communicate in all aspects of the workplace.

“Interacting with customers and stakeholders during these projects ignited my interest in customer support and product management. It made me realise the importance of understanding and meeting the needs of users while ensuring the successful delivery of products,” Tash explains.

“This combination of technical knowledge and customer-focused mindset has shaped my career trajectory and led me to pursue opportunities in the realm of product management.”

“BaseKit actively creates an inclusive environment by promoting diversity and embracing different perspectives”

Tash outlines the key roles and responsibilities of being a Product Manager: 

User Research: You would dedicate time to conducting user interviews, surveys, or usability testing sessions to gather insights about user needs, preferences, and pain points. You may analyse the data collected and synthesise it into actionable recommendations for the product.

Usability Studies: You would plan and conduct usability testing sessions to evaluate the user experience of the product. This involves observing user interactions, analysing feedback, and identifying areas for improvement. You may collaborate with designers and developers to address usability issues and iterate on the product’s design and functionality.

Process Improvement: You would work on optimising and enhancing product development processes. This could involve identifying bottlenecks, streamlining workflows, and implementing agile methodologies to ensure efficient and effective product delivery. You may collaborate with cross-functional teams to identify areas for improvement and implement process changes accordingly.

Market Research: You would allocate time to conducting market research and staying informed about industry trends, competitor analysis, and user behaviour. This would help you gain a deep understanding of the market landscape, identify emerging opportunities, and make data-driven decisions about the product’s positioning and strategy.

Self-Development: As a product manager, continuous learning and self-development are crucial. You may dedicate time to expanding your knowledge and skills related to product management through reading industry blogs, attending webinars or workshops, and staying up to date with the latest methodologies and tools. This would help you enhance your expertise and bring fresh insights to your work.

“To be a successful product manager, you need a combination of technical, analytical, interpersonal, and leadership skills. These are my top 3 skills I think are required of a successful product manager,” says Tash. 

Product Knowledge: A deep understanding of the product, its features, capabilities, and technical aspects is essential. This includes staying updated on industry trends, emerging technologies, and market dynamics.

Communication and Collaboration: Excellent communication skills are vital for effectively conveying product vision, requirements, and priorities to cross-functional teams, stakeholders, and executives. You should be able to collaborate and build relationships with diverse teams, including engineering, design, marketing, and sales.

Analytical Skills: Strong analytical capabilities are essential to interpret data, metrics, and user feedback to gain insights into product performance. This includes utilising tools and techniques for data analysis, conducting market research, and making informed decisions based on the findings.

“From day one, I’ve felt a strong sense of belonging and support within the organisation”

Tash tells us that her favourite aspect of work are tasks orientated around user research: “I find immense satisfaction in gaining deep insights into user behaviour, needs, and preferences. It allows me to understand their pain points and help shape products that truly meet their expectations.

“One project that stands out in my mind involved conducting usability studies for our store onboarding process. We wanted to ensure that the user interface was intuitive and streamlined for optimal user experience.

“I began by recruiting a diverse group of participants who represented our target user demographic. Through remote testing, I observed their interactions with the application and encouraged them to provide candid feedback.

“During the sessions, I noticed patterns in the challenges users faced when navigating certain features. Their feedback highlighted areas that needed improvement, such as unclear labelling or convoluted workflows. These insights were invaluable in guiding the design and development teams in making data-driven decisions to enhance the product.”

And of course, projects are made more enjoyable thanks to the supportive working environments that BaseKit has fostered. On her experience of being apart of the BaseKit team, Tash tells us, “From day one, I’ve felt a strong sense of belonging and support within the organisation.

“BaseKit actively creates an inclusive environment by promoting diversity and embracing different perspectives. The company takes meaningful action to ensure that all employees feel heard, respected, and valued.

“BaseKit’s recent B Corp certification is a testament to their dedication to social and environmental responsibility. It demonstrates their commitment to making a positive impact on the community and the world around us.”