PRODUCT MANAGEMENT METHODS IN THE IMPROVEMENT OF IT PRODUCTS
DOI:
https://doi.org/10.31732/2663-2209-2025-78-356-364Keywords:
product management, product management methods, IT product, Customer Development, Jobs-to-be-Done, User Stories, prioritization, performance indicatorsAbstract
The relevance of the research topic is driven by the need to effectively manage the development and improvement of IT products in the context of rapid digital transformation, growing competition, and increased user expectations. Modern product management is becoming not only an operational tool but also a strategic direction that combines flexible development methods, data analysis, and user focus. At the same time, the practice of applying product management methods is fragmented and lacks a unified system, which reduces the effectiveness of management decisions.
The purpose of the article is to analyze and systematize the key product management methods that contribute to improving the efficiency of IT product improvement. The study uses the methods of scientific cognition: analysis, synthesis, induction, and deduction.
The scientific results obtained are the development of an integrated approach to managing the development of IT products, which covers four key stages: identifying user needs (CustDev, JTBD, User Stories), prioritizing functionality (MoSCoW, Kano, RICE, Value-Effort), implementing changes with iterative hypothesis testing, and tracking performance using NPS, A/B testing, retention rate, and cohort analysis. The proposed model allows product teams to form a unified methodological framework for decision-making.
Downloads
References
Ang, L., & Buttle, F. (2009). Customer development strategies for exceeding expectations: An exploratory study. Journal of Database Marketing & Customer Strategy Management, 16(4), 257–266. https://doi.org/10.1057/dbm.2009.30
Chahal, S. (2023). Agile Methodologies for Improved Product Management. Journal of Business and Strategic Management, 8(4), 79–94. DOI: https://doi.org/10.47941/jbsm.1439
Clark, H. (2024). What is Value vs Effort Matrix and how does it work in product management? The Product Manager. https://theproductmanager.com/topics/value-vs-effort-matrix/
González, C. D. V. (2024). What is product management? Everything you need to know. Product School. https://productschool.com/blog/product-fundamentals/what-is-product-management
Henriksen, A. (2016). Agile project management. A case study on agile practices. Master’s Thesis in Business Administration . School of Business and Economics. Tromsø. P. 14. http://dx.doi.org/10.13140/RG.2.2.14048.33283
Karapetyan, S. (2024) How To Use Jobs To Be Done Framework: A Guide For Product Managers. TheProductManager. URL: https://theproductmanager.com/topics/how-to-use-jobs-to-be-done-framework-a-guide-for-product-managers/
Lucassen, G., Dalpiaz, F., Van Der Werf, J. M. E. M., & Brinkkemper, S. (2016). The use and effectiveness of user stories in practice. In R. Wieringa & A. Persson (Eds.), Requirements Engineering: Foundation for Software Quality (REFSQ 2016) (pp. 205–222). Springer. https://doi.org/10.1007/978-3-319-30282-9_14
Lucassen, G., Van de Keuken, M., Dalpiaz, F., Brinkkemper, S., Sloof, G. W., & Schlingmann, J. (2018). Jobs-to-be-done oriented requirements engineering: A method for defining job stories. In M. C. Jaeger & C. Horkoff (Eds.), Requirements Engineering: Foundation for Software Quality (REFSQ 2018) (pp. 227–243). Springer. https://doi.org/10.1007/978-3-319-77243-1_14
Maassen, M.A. (2018) Product development models in the IT sector-From Waterfall to Agile Project Management Model s in the case of AVIRA SOFT S.R.L. Proceedings of 2018 International Conference on Business Excellence. №12(1). Р. 568–578. DOI: https://doi.org/10.2478/picbe-2018-0051
ProductPlan. (n.d.). What is the RICE scoring model for prioritization? https://www.productplan.com/glossary/rice-scoring-model/
Qualtrics. (n.d.). Kano analysis: The Kano model explained. Qualtrics. https://www.qualtrics.com/experience-management/research/kano-analysis/
Suchetha, V., Krishna, P. K., Raviraja, H. M. (2024). Assessing the Effectiveness of MoSCoW Prioritization in Software Development: A Holistic Analysis across Methodologies. EAI Endorsed Transactions on Internet of Things, 10. http://dx.doi.org/10.4108/eetiot.6515
Кіндрат, О., & Дутка, Г. (2021). Agile-методи для ефективної та продуктивної імплементації ІТ-продукту. Наукові записки Львівського університету бізнесу та права. №28. С. 149–157. URL: https://nzlubp.org.ua/index.php/journal/article/view/400/377
Колянко, О., & Озимок, Г. (2017). Використання жорсткої «Waterfall» та гнучкої «Agile» моделей управління проектами. Економічний аналіз. №52. С. 177–182. URL: http://nbuv.gov.ua/UJRN/Vlca_ekon_2017_52_33
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
