For PM’s without a formal background in design, there are a few core principles that are helpful to keep in mind. 

Simplicity. One of the most fundamental design principles is simplicity. Product teams sometimes lose sight of the goal of delivering value to users in an intuitive way. Flashy or more complex features may be visually appealing but are typically utilized by such a small minority that they are difficult to justify. There is also a tendency to add new features to a product but rarely to remove features that are not providing value to users. This can result in a disorienting user experience where it becomes hard to find and utilize the features that move the needle. 

Simplicity often translates directly into usability, and product teams should generally default to the simpler solution all else equal.   

Logical User Journey. Simplicity can certainly be applied to the user journey as well. When considering a new feature, it is critical to examine the overall user journey. Some relevant questions to ask include:

• How many steps are required for the user to realize value (and can this number be reduced)?
• Is each individual step and the overall sequence of steps intuitive?
• Where are the greatest risks of users falling out of the workflow or being unable to realize value from the feature?

Product teams should also remember for whom this feature is built – both the target customer segment as well as the target user personas within that segment. A logical user journey often includes designing with a specific user or set of users in mind.

A simple, logical user journey creates a comforting feeling for users. This comfort contributes to product stickiness and retention.  

Clear Calls to Action. Each step of a workflow should have a clear call to action, or directive for users to complete to move on to the next step. These allow the user to successfully progress along the workflow until value is realized. If significant text or detailed tool tips are required for users to complete a call to action, then the call to action is likely not clear enough. Once again, simplicity wins the day. Finally, calls to action should generally be instrumented to measure user conversion. 

Depending on the size and culture of the organization, product managers may collaborate with one or more designers. I will likely add a separate post on some best practices for this collaboration.