Digital Product Management

7 DEVELOPMENT

Sallie Godwin

You have identified your target market, understood your customer needs and run some successful experiments to prove your hypotheses. Now the real fun begins – it’s time to start developing your product. Whatever its purpose and target market, every digital product is driven by software. The code it runs on needs to be written, reviewed, documented and tested. While initially creating something and getting it working can be relatively inexpensive, writing and maintaining software that sustains a medium to large enterprise is time-consuming, complex work – which requires significant investment. To prevent the cost of development spiralling endlessly upwards, a team must streamline their development process to minimise ...