Apprenticeship

Digital product manager (level 4)

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Information about Digital product manager (level 4)

Drive and manage digital products through the complete product lifecycle.

• Knowledge, skills and behaviours:
  View knowledge, skills and behaviours

  Knowledge

  • Product development lifecycle and phases over time.
  • Business case development and the realisation of benefits to the organisation.
  • Purpose of vision and strategy for a digital product throughout its life cycle.
  • Approaches to stakeholder management in ensuring the delivery of successful products.
  • Approaches for communicating with stakeholders across online and offline channels, including technical and non-technical audiences.
  • Approaches to utilise horizon scanning and wider industry trends to inform strategic decisions.
  • Methodologies of user or customer research, insights and evaluative research.
  • Different prototyping approaches to explore and iterate potential solutions with real users.
  • Standards relevant to digital product development in your sector such as: web accessibility (WCAG), ethics, data privacy, and responsible AI principles..
  • Importance of data management in accordance with legislation to ensure compliance.
  • Importance of security and assurance in digital product design, development and operations.
  • Importance of Equity, Diversity, and Inclusion (EDI) when designing and developing digital products, considering the protected characteristics to ensure inclusive, equitable, and accessible outcomes are embedded from the outset.
  • Principles of environmental and economic sustainable product development, including the environmental footprint, resource efficiency, and energy consumption throughout the product's lifecycle from inception to decommissioning.
  • Approaches to problem solving methodologies for example using team skills, workshop, root cause analysis, research.
  • Approaches to delivering products, including Minimum Viable Product and subsequent iterative delivery and optimisation techniques.
  • Principles of product ownerships and risk including value, usability, feasibility and viability.
  • Different product development approaches including iterative and sequential methodologies and when to apply them.
  • Different approaches to planning and development of product roadmaps for both the team and diverse stakeholder needs.
  • Different prioritisation techniques, when and how to use them whilst project managing.
  • Principles of budgets, costs, value and contract management
  • Approaches to a running a live product including incident management and service support.
  • Principles of performance measures and their selection to measure the success of a product.
  • Data visualisation tools and techniques
  • User stories, their format and their value.
  • Approaches to gain product adoption, usage and continual development of the product.
  • Approaches to planning and organising own learning activities to investigate new trends either political, economic, social, technological, legal or environmental (PESTLE) that may offer opportunities or risks to your digital products

  Skills

  • Identify, understand, and define problems, analyse and help to identify a solution for example using methodologies, principles and approaches to resolve the issue.
  • Critically reflect on results, data and or insights to identify improvements or problems.
  • Utilise iterative and or sequential methodologies to develop products.
  • Work within a multi-disciplinary team through two or more phases of the product development lifecycle.
  • Manage the operational running of a live product or service.
  • Support the development of artifacts for assessment.
  • Refine back log and roadmap, and show how it aligns to strategy.
  • Identify and segment users, who they are, and what their needs and problems are for example accessibility, based on evidence.
  • Define user stories, write stories and acceptance criteria.
  • Utilise the vision, goals, KPI’s and objectives for the product or service when engaging with stakeholders.
  • Ensure methods and techniques for structured reviews are applied, for example peer review, formal technical review, user research and testing.
  • Utilise planning and prioritisation techniques to organise and manage the product backlog to deliver value and benefits.
  • Produce reports, roadmaps and plans to report progress and support governance processes and stakeholder management throughout the organisation.
  • Identify opportunities to use AI and or machine learning to automate or increase the impact of your digital product such as a built in AI powered assistant, Vibe coding or Spec Driven Development.
  • Manage, mitigate and investigate product risks and ensuring product meets the need of its users.

  Behaviours

  • Professional approach when managing difficult, challenging constraints and or a situations.
  • Assumes responsibility for example their actions and objectives are in line with business strategy.
  • Conveying a level of confidence and professionalism when engaging with stakeholders.
  • Demonstrating a customer first approach in day-to-day activity. For both internal and external customers.
  • Influencing others for example encouraging others to take a specific course of action.
• Training category (sector): Digital
• Training level: 4; Equal to higher national certificate (HNC)
• Course duration: 24 months
• Maximum funding: £18,000 ; Maximum government funding for ; apprenticeship training and assessment costs.
• Job titles include:
  • Associate product manager
  • Digital product manager
  • Junior product manager
  • Product manager

View more information about Digital product manager (level 4) from Skills England.