Optimizing the relationship between Product and UX

Oct 3

3-legged stool. It was probably back in grad school, over 20 years ago, that I first came across the idea of the “three-legged stool” approach to product development.

Somewhat revolutionary at the time was the notion that development, UX, and product management (all legs supporting the seat of product development) must be of equal length and strength or your stool will wobble, be unsteady and potentially fall. I think it was in a book by Neilsen or Norman, I can see the illustration clearly, and yet, I am hard pressed now to find an appropriate online reference – it seems the metaphor is useful for many UX concepts.

I’m heartened to hear thought leaders in product are now echoing the idea of these three disciplines requiring equal influence for successful product development. In industry, we are seeing more representation for design and experience at the highest levels of leadership and as a result there is more synergy between the three legs of the stool. Each function relies on the next, and the entire stool can’t serve its purpose unless all three are working together to support it.

However, even stools that are initially strong can become wobbly, damaged, or even break over time. So, what do you do then when your UX leg and Product Management leg aren’t supporting each other?

At Yes Yes Know, we find product management to be among our most important collaborators, likely due to a shared focus on customer experience. While UX focuses intently on user needs, product management takes into consideration other factors such as business value and prioritization.

A perfect match? Sometimes not.

Lines between UX and product management can get blurry and navigating interactions between the two can be difficult. But in order to reach a shared goal (and support the development leg of the stool), a complementary and supportive relationship is a necessity.

Take it from Marty Kagan: If “the goal of the creation process is to build a high-quality product or feature that meets the needs of the user and the objectives of the business", then all parts of this process should be valued equally. A product with excellent UX design is impressive, but a product with excellent UX design, great numbers, and a reputation for innovation is groundbreaking.

So, how do you set up your UX and Product teams for collaborative success?

Tips for Successful Collaboration

JTBD

Jobs To Be Done (JTBD) methodology is a key part of our process during product development - and it’s a great tool to align UX and Product teams. JTBD identifies the functional and emotional jobs that customers are trying to fulfill, rather than focusing on immediate features or solutions. This customer-centric approach addresses the underlying reasons why customers "hire" products and what needs must be met in order to motivate them to choose yours.

In this framework, product management focuses on identifying which jobs need to be done, while UX concentrates on how customers accomplish those jobs. Product management and development play significant roles in determining how jobs are performed, while UX also decides which jobs are prioritized.

RACI Matrix

Once you’re in the product development process, a RACI matrix is an excellent way to faciliate and encourage great communication. This type of matrix is an essential tool in project management that helps clarify team roles and responsibilities. A RACI chart—also known as a responsibility assignment matrix—categorizes responsibilities into four key areas: Responsible, Accountable, Consulted, and Informed.

This matrix is particularly valuable in product development, as it fosters clear communication and alignment among team members. For example, in the design phase, UX designers are often responsible for user research and prototyping (Responsible), while product managers may be accountable for ensuring that the design aligns with business goals (Accountable). During this process, stakeholders from marketing or sales can be consulted for their insights (Consulted), and the broader team kept informed of progress and updates (Informed). Utilizing a RACI matrix not only enhances collaboration, but also helps prevent misunderstandings and overlap in responsibilities, ultimately leading to a more efficient and effective product development process.

Stop Solutioneering and please AVOID the language of the UI

Some product managers struggle to communicate requirements in text form and provide designers with wireframes instead. This almost always ends badly, because pictures lead our minds down narrow pathways which are best avoided in the early stages of design. To avoid pigeonholing an idea, avoid using user interface images or terminology during early phases and brainstorming discussions. Instead of saying, “The user needs a button,”, try, “The user needs to <achieve a goal> or <solve a problem>”.

Team dynamics can be challenging, especially when deadlines are tight and resources are in short supply. Maximizing the contributions of your UX and Product teams is often the fastest path to success. Tools and frameworks like JTBD and RACI are fantastic elements to rely on, but remember that they serve a broader purpose - to cultivate communication and alignment. Working with partners who prioritize communication and user need; then take the time to understand shared, collective goals leads to incredible product experiences. Isn’t that what we are all after?

Let’s discuss your next project

We look forward to hearing from you.

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Jen Bullard

Yes Yes Know Founder Jen Bullard has over 15 years of UX experience. Her name has become synonymous with start-ups and winning UX design: Jen’s clients have been bought by Apple and acquired for hundreds of millions – even billions – of dollars.