A brilliant feature list means nothing if customers abandon the product after one session. Behind every digital product that keeps people coming back is a manager who understands the customer journey, validates ideas before building them, and uses data to keep improving. This course equips professionals responsible for digital products — from SaaS platforms to internal tools — with the practical frameworks needed to plan, build, and grow products that actually get adopted.

Delivered by Arab British Fellowship Training Academy as part of its Product Management Courses, the programme covers UX-driven design, market and competitive research, roadmap planning, SaaS and subscription business models, agile delivery on digital platforms, analytics, and digital transformation. Participants leave able to manage a digital product end-to-end and defend their decisions with evidence, not guesswork.

What You Will Be Able to Do

• Understand what makes digital product management different from traditional product management
• Design a customer-centred experience by mapping and improving the customer journey
• Conduct market analysis, customer research and competitive analysis to shape strategy
• Build and prioritise a product roadmap and manage stakeholder expectations
• Manage SaaS and subscription-based products, including retention and growth metrics
• Deliver digital products through agile, cross-functional collaboration
• Use analytics and KPIs to evaluate performance and guide decisions
• Support digital transformation initiatives through product innovation

Who Is This Course For?

• Digital Product Managers and Product Owners
• Product Development Professionals and Business Analysts
• Innovation Managers and Digital Transformation Leaders
• Marketing Managers and UX Professionals
• Software Project Managers and Technology Consultants
• Entrepreneurs developing digital products
• Professionals seeking careers in digital product management

Module 1: Digital Products Start with the Customer Journey

• Principles of user experience (UX)
• Customer-centric product design
• Building customer personas
• Mapping and improving the customer journey

Module 2: What Makes Digital Product Management Different

• Fundamentals of digital products and digital business models
• The responsibilities of a digital product manager
• An overview of the digital product lifecycle

Module 3: Reading the Market Before You Build

• Product vision and strategy
• Market analysis and competitive analysis techniques
• Customer research methods

Module 4: Roadmapping and Prioritising What Matters

• Creating a strategic product roadmap
• Feature prioritisation methods and release planning
• Managing stakeholder expectations

Module 5: Running SaaS and Subscription Products

• Understanding SaaS platforms and subscription business models
• Customer retention strategies
• Product growth metrics

Module 6: Delivering on Digital Platforms with Agile Teams

• Platform management and agile product development
• Cross-functional collaboration and product delivery processes

Module 7: Using Data to Prove and Improve Performance

• Measuring product performance and developing KPIs
• Using analytics for decision-making
• Analysing customer behaviour

Module 8: Driving Digital Transformation and Innovation

• Leading digital transformation initiatives
• Innovation frameworks and emerging technologies
• Supporting continuous product improvement

Module 9: Launching, Growing and Applying It All

• Go-to-market planning and product adoption strategies
• Managing customer feedback and scaling the product
• Practical workshop: building a product strategy, a roadmap, and a customer journey map, and reviewing real digital product case studies