I’ve worked within Awin’s Product team for four years, the role of a Product Manager at Awin is a varied one and there’s always a chance to work on different projects touching many departments. You never get bored! To help give an insight into Product Management at Awin, I’m going to focus on one of my most recent projects, ‘The Opportunity Marketplace’ – it’s a new tool that lets publishers list, manage and promote all of the advertising options available on their website. They are then viewed and considered by the advertisers of Awin in an easy-to-use directory.
Step 1. Discovery
The idea for the Opportunity Marketplace came about from a Publisher post we saw the Performancein Forum – asking whether there were any Advertisers out there who wanted to take part in an online promotion. Before any product is built or designed, the idea must be validated. This can be done in various ways – I conducted stakeholder meetings with different teams across the business, sat in client meetings to get their feedback on the idea and researched the market to see if anything similar was out there.
Step 2. Innovate
Once a product idea has been validated, the Product Manager will spend time brainstorming and collaborating with various teams across the business. The end result here would be a well-written list of user-stories and mockups. For The Opportunity Marketplace I worked very closely with UX to prototype and figure out the user journeys, sat in ‘grooming’ meetings with developers to really understand the technical complexities involved and sought feedback from real users (internal & external)
Step 3. Build
The next step is to work with developers to build the product. As a Product Manager, it’s your responsibility to ensure that the requirements are clearly defined. We work in two week sprints, this means as a team we’ll demo every two weeks. Demos are a great opportunity to present and get stakeholder feedback and share the new product with many people across the business.
Step 4. Launch
Once the product is ready it’s up to the Product Manager to look after the ‘go-live’ strategy. When launching The Opportunity Marketplace, it was decided to do this in phases. First, we launched to a set group of Publisher’s and Advertisers first in a beta-testing phase. This was a great way to get feedback from users and make small enhancements before the product was finally launched to everyone. A couple of weeks later The Opportunity Marketplace was launched to all Publishers and then a couple of weeks after that we finally released to all Advertisers. As the Product Manager, it was also my responsibility to co-ordinate all communications with our Marketing team.
Step 5. Post-launch analysis
After launching any new product, it’s important to get an insight into how it’s performing. These stats are then shared across the business and used to indicate which areas still need work.
Since launch, The Opportunity Marketplace has seen over 2000 opportunities created by Publishers and over 175 Advertisers have made offers on these opportunities. Usage continues to grow and it’s really great to be part of the team that developed such a useful, cool product!