Moving from Feature Teams to Product Teams

Many teams remain stuck in the “Feature Team” rut, struggling to elevate themselves to “Product Teams”. While feature teams and product teams look very similar on the surface, they are dramatically different in how they operate, the level of empowerment and accountability, and especially the responsibilities of the product manager.

Audrey Crane, Partner at DesignMap, The author of What CEOs Need to Know About Design, took part in Mind the Product 2022 as well as the first ProductCamp Europe & Worldwide and gave a talk focused on three ways Product Managers can leverage design techniques, and also leverage design teams and leaders to help move everyone on the team in the right direction: from being feature-focused to empowered product teams. (Using the ProductCamp video here as there were a few technical difficulties at Mind the Product.)

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