[The second in series of four articles on this subject by Rachel Shields Williams, Rachel Cohee, and Kieron Champion – BIO info below:]
In our previous article we introduced our assertion that product management is a vital part of a successful, scalable, and sustainable Experience Management initiative. Indeed, we argue that product management is a critical component of any legal technology initiative since it can shape solutions and supporting programs that drive innovation, adoption, and return on investment.
...product management is a critical component of any legal technology initiative
At the same time, it is important to remember that product management does not replace the need for project management skills and disciplines when deploying legal technology. In fact, the two disciplines and skillsets are entirely complementary to each other - and in some ways, one cannot be fully successful without the other.
Crucial Distinctions: Project Manager vs. Product Manager
So, just what are the differences between a project manager and product manager - and are they so great that firm’s should ensure they develop and invest in both?
In the most basic terms, while project managers focus on the logistical aspects of completing tasks and projects efficiently, product managers take a broader, more strategic approach to the deployment and use of technology solutions (and related processes and workflows).
Streamlining Legal Processes: The Project Manager's Lens
Project Managers play a pivotal role in overseeing the efficient execution of tasks, specific to delivery of a defined project. They manage resources, timelines, and budgets, ensuring that projects, technology or otherwise, stay on track.
To excel in this role, individuals often pursue formal qualifications/certifications that provide the tactics and competencies that support navigation of the logistical challenges of complex projects - such as implementation of an experience management solution! Proactive management of projects, by skilled and experienced Project Managers can significantly reduce business risk for firms - especially if those projects demand sizable financial investments, are technically complex, involve 3rd parties, require specialist skills, and are reliant on other initiatives or adjacent technologies. If the risk and business impact of failure are assessed as high, then dedicated and skilled Project Managers are almost certainly required.
Shaping Legal Technology Vision: The Product Manager's Perspective
In contrast, Product Managers take a strategic and long-term approach to deployment of technology and ensure that solutions are fully aligned with the broader strategic goals of the organization. They create a vision for technology solutions (and build a product roadmap - see previous article), considering factors like the user experience (and their needs), market trends and emerging capabilities, vendor roadmaps and product development, and adoption and enablement.
Most significantly, they prioritize continuous improvement of the product - across a number of dimensions such as usability, capabilities, use cases, etc. - that drives improved ROI and business impact. This strategic focus is crucial where the effective application of technology can demand changed working processes and significantly impact legal outcomes.
The Unique Challenges of Legal Technology
The use of technology within law firms often comes with its own particular, and sometimes complex, challenges. These include compliance with ethical, legal, and regulatory requirements, data security, and evolving needs of legal professionals (and their clients). As a result, the role and skill-set of a Product Manager becomes particularly vital. By conducting in-depth and regular needs analysis, developing and managing a product roadmap, staying updated on legal and industry trends, and collaborating with cross-functional teams, Product Managers shape and maintain technology solutions that truly resonate with users.
Maximizing the Value: Integrating Product and Project Management
The most successful endeavors in legal technology typically involve a synergistic integration of product and project management. While Project Managers ensure the timely and efficient execution of tasks, Product Managers provide the overarching vision and strategic direction - and focus on continuous improvement. Alignment of both disciplines results in legal technology solutions that not only meet project deadlines but also align with the long-term goals of firms, practice groups, and legal professionals.
For those of you considering deployment of a new experience management solution, or revisiting an existing initiative, we strongly recommend you, and your firms, make extensive use of product management principles and experienced Product Managers. By doing so, you will be able to move forward with confidence that your efforts will result in not only a successful project but a product that continues to align with the needs of legal practitioners and the evolving landscape of the legal profession.
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Rachel Shields Williams is a Director, Knowledge Management, at Sidley Austin. Kieron Champion is a Partner, and Rachel Cohee a Consultant, at Fireman & Company.
