69: How Human-Centered Design & Engineering Can Help Product Managers Succeed

In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and  Soumeya Benghanem welcome Julie Seto (Microsoft) and Aneesha Kommineni (Google) as they discuss how human-centered design and engineering can help PMs. Learning more about HCDE is one of the important skills a good PM should have because it lets PMs better understand what the people need and help make a more efficient design.   Disclaimer: All opinions of the speakers are their own.   Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.   What to Listen For: 00:00 Intro 06:31 How is HCDE related to other concepts 08:15 Similarities and differences 11:17 Tips for hiring people who have different biases 13:21 Combine different research methodologies 15:06 Design culturally neutral experiences 15:55 Why is human centered design important to learn? 19:20 The use of HCDE in your job 25:33 Tension between human centered design and business objectives 30:02 Differences in applying HCDE in a B2B vs B2C product 37:50 Considering geographical and cultural aspects while designing the product in enterprise 41:50 Resource or bootcamp recommendations 44:44 When someone says no about your human centered design feature 47:52 Universal design vs human centered design 49:06 Final thoughts