While it takes a lot of good people and resources to build a great product, there are three key roles that need to be a part of the core team. These three key people have to represent the needs of different stakeholders, for a product’s overall success. They are:

* The product manager
* The user experience lead
* The product engineering lead

The role of the product manager is to make sure that the product has value – he does his research, knows his target audience and defines the product functionality. As the overall product owner, he also represents the business owner, company executives, sales, marketing, product marketing, legal, finance and customer support.

The user experience lead represents the user’s behavior and literally puts himself in the users’ shoes. If his job is done well, the end-result is something that users can figure out. The UX lead must represent interaction design, visual design, user research, usability engineering and often content/editorial.

The product engineering lead is often an architect or senior engineer and is responsible for ensuring that the product that is defined is something that can actually be delivered. He must know what is possible and what is not and must represent architecture, engineering, test automation, site operations, and site security.

While the product manager role is sometimes neglected and not staffed optimally or at all, many a time interaction design is also side-lined when doing user interface design. Similarly, engineering is sometimes left out of the loop in the initial product definition stages.

It is therefore of utmost important to understand that each of these roles bring unique value to the development and ultimate success of a product and it is imperative that they all work cohesively to deliver a great product.

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