Career Development

What Does a Digital Product Owner Do?

Find out what a digital product owner does, how to get this job, and what it takes to succeed as a digital product owner.

Digital product owners are responsible for managing the development of digital products and services. They work with a variety of stakeholders—including designers, engineers, marketers, etc.—to determine what features should be built into these products.

Digital product owners also play an important role in determining how these features will be implemented. They may help to establish timelines for when certain features should be completed or provide detailed instructions on how they should be designed.

Digital Product Owner Job Duties

A digital product owner typically has a wide range of responsibilities, which can include:

  • Developing project plans and providing regular updates on project status to stakeholders
  • Communicating with stakeholders about project status, potential risks, and other issues that may arise during the development process
  • Working with designers, programmers, and other team members to ensure that the product is designed according to specifications
  • Recommending changes to the project scope based on input from the customer or other stakeholders
  • Evaluating project performance to determine whether goals have been met, and making changes if necessary
  • Developing user requirements based on market research and feedback from potential users of the product
  • Creating project schedules and managing project budgets
  • Communicating project goals and objectives to team members and updating them as needed throughout the development process
  • Evaluating products for usability and recommending changes to improve user experience

Digital Product Owner Salary & Outlook

Digital product owners are typically paid a salary, which can vary depending on their level of education, years of experience, and the size and industry of the company. They may also receive bonuses or commissions based on the success of their products.

  • Median Annual Salary: $115,000 ($55.29/hour)
  • Top 10% Annual Salary: $275,000 ($132.21/hour)

The employment of digital product owners is expected to grow faster than average over the next decade.

Digital product owners will be needed to help companies develop and maintain software applications and other digital products. As more companies move their business operations online, demand for digital product owners will increase.

Related: Digital Product Owner Interview Questions and Answers

Digital Product Owner Job Requirements

A digital product owner typically needs to have the following skills and qualifications:

Education: Most employers require a minimum of a bachelor’s degree in a related field, such as information technology, business or project management. Some employers prefer a master’s degree in business administration or a related field. Relevant coursework includes project management, business and marketing.

Training & Experience: Digital product owners typically receive on-the-job training to learn the specific products and processes of their companies. They may also receive training in the digital product owner role to learn how to work with the company’s specific digital products. This training may include learning about the company’s website, mobile apps, social media accounts or other digital products.

Digital product owners can also receive training in the form of conferences and seminars. Conferences and seminars can help digital product owners learn about the latest trends in technology and how to apply them to their products. They can also learn about the latest digital marketing strategies and how to apply them to their products.

Certifications & Licenses: Certifications can validate a digital product owner’s qualifications and increase their earning potential.

Digital Product Owner Skills

Digital product owners need the following skills in order to be successful:

Communication skills: As a product owner, you should have strong communication skills, especially written communication. You should be able to clearly convey your ideas in emails, meeting notes and other forms of written communication. You should also be able to communicate effectively in verbal situations, such as in-person meetings and phone calls.

Technical knowledge: Technical knowledge is the ability to understand the technical aspects of a product. This can include knowledge of software, hardware and other aspects of a product. Having technical knowledge can help you better understand the needs of your team and the product you’re overseeing.

Marketing and business acumen: A digital product owner needs to understand the business side of their product. They need to know how to market the product and how to make it profitable. This involves knowing the target audience, the product’s value proposition and how to sell the product. A digital product owner with marketing and business acumen can help their company make money from their digital product.

Problem-solving skills: As a product owner, you may be responsible for identifying and solving problems that arise during the development process. Your problem-solving skills can help you identify the source of an issue and develop a solution to address it. You may also be responsible for identifying potential issues that may arise in the future and developing preventative measures to address them.

Collaboration skills: As a product owner, you may work with a variety of individuals and teams throughout the development process. Collaboration skills can help you work with others to create a successful product. For example, you may work with a development team to ensure the product aligns with the company’s goals and the customer’s needs.

Digital Product Owner Work Environment

The digital product owner works in an office environment and typically works a regular 40-hour week. However, they may need to work additional hours to meet deadlines or to accommodate the needs of clients. The digital product owner may also travel to meet with clients or to attend conferences. The work can be stressful at times, but the digital product owner typically has a high degree of control over their work and can often set their own schedule.

Digital Product Owner Trends

Here are three trends influencing how digital product owners work. Digital product owners will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Need for More Technical Product Owners

As technology becomes more complex, the need for product owners who are well-versed in technical aspects will continue to grow. This is because digital products are becoming increasingly complex, and it is now necessary for product owners to have a deep understanding of how they work.

Digital product owners can capitalize on this trend by becoming more familiar with the technical side of products. This includes understanding how products work, as well as how they are built. In addition, digital product owners should focus on developing their communication skills so that they can effectively communicate with other members of the team, such as developers and designers.

The Importance of User Experience (UX) Design

User experience (UX) design has become an important part of product development in recent years. This is because UX design focuses on creating products that are easy to use and meet the needs of users.

As UX design becomes more important, digital product owners will need to understand how to create products that are user-friendly. This requires a deep understanding of user psychology and what makes people tick.

More Collaboration Between Business and Technology Teams

Business and technology teams are increasingly collaborating in order to create better products. This is due to the fact that both sides have something valuable to contribute to the process.

As a digital product owner, you will need to be able to work effectively with both business and technology teams in order to create products that meet the needs of your customers. You will also need to be able to communicate effectively with both groups in order to ensure that everyone is on the same page.

How to Become a Digital Product Owner

A digital product owner career can be a great way to combine your passion for technology with your desire to help people. As a digital product owner, you’ll wear many hats and have the opportunity to work on a variety of projects that will keep you challenged and engaged.

To become a successful digital product owner, it’s important to have a strong understanding of both the business and technical sides of the industry. You should also be able to effectively communicate with both developers and users to gather feedback and ensure that products are meeting their needs.

If you want to become a digital product owner, start by developing your skills in project management, communication, and collaboration. Then look for opportunities to work on teams that are building new products or improving existing ones.

Advancement Prospects

There are many ways to advance your career as a digital product owner. One of the best ways is to get more education and training in the field. There are many online and offline courses available that can help you learn more about digital product ownership and how to be successful in the role. Additionally, attending conferences and networking with other digital product owners can help you advance your career.

Another great way to advance your career is to get involved with a professional organization, such as the Association of Digital Product Owners (ADPO). Joining a professional organization can help you stay up-to-date on the latest trends and developments in the field, and it can also give you access to a network of other digital product owners who can help you advance in your career.

Digital Product Owner Job Description Example

At [CompanyX], we’re looking for a digital product owner who will be responsible for the strategy, planning, and execution of our digital products. The ideal candidate will have a strong background in product management, with a focus on digital products. He or she will be a strategic thinker with the ability to think big and execute small. Additionally, the candidate will have a deep understanding of the digital landscape, including web, mobile, and social media. The digital product owner will work closely with the design, development, and marketing teams to ensure that our products are meeting the needs of our customers.

Duties & Responsibilities

  • Serve as the primary point of contact and decision maker for all matters related to a digital product
  • Work with stakeholders, developers, and designers to create products that meet business goals and user needs
  • Define requirements, features, and functionality for new products and enhancements
  • Write user stories and acceptance criteria to guide development efforts
  • Create and maintain product roadmaps that align with business strategy
  • Conduct user research to inform product decisions
  • Analyze data to assess product performance and identify areas for improvement
  • Manage product launches, including developing go-to-market plans and coordinating with cross-functional teams
  • Stay up-to-date on industry trends and best practices to ensure products remain competitive
  • Evangelize products internally and externally to build awareness and excitement
  • Serve as a champion for users, advocating for their needs throughout the product development process
  • Proactively manage stakeholder expectations and communicate product updates on a regular basis

Required Skills and Qualifications

  • Bachelor’s degree in business, marketing, or related field
  • 5+ years experience in product management, digital marketing, e-commerce, or similar role
  • Proven track record of successful product launches
  • Strong analytical skills and experience with data-driven decision making
  • Excellent project management skills
  • Outstanding written and verbal communication skills

Preferred Skills and Qualifications

  • MBA or other advanced degree
  • Experience with agile development methodology
  • Experience working in a global organization
  • Familiarity with web analytics tools, such as Google Analytics
  • Knowledge of SEO/SEM principles


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