Your next task is to define the product design role within your company. This is an important one to get right. You don’t want to simply recreate an internal version of the agency model. The way that products are created has changed dramatically in recent years and new models for design are a critical part of this.

He goes over what he believes are the 5 core responsibilities of the role:

1. Product Orientation
2. Holistic Experience Design
3. Prototyping
4. User Testing
5. Interaction and Visual Design

I can’t help but feel like this is a role we’ll start to see merge with Product Management before long.