PMUX Program

The program (times, titles and details of each talk) were recently posted to the Product Management + User Experience virtual conference web page. That means we can tell you what to expect from the 4th User Experience Toledo Region conference featuring Rosenfeld Media virtual speakers. We have also confirmed the venue: the Toledo Museum of Art (in the “Green Room,” on the bottom floor of the main museum complex, not across the street at the GlasSalon).

Our tentative schedule for the day:

  • 8:30am: Doors open to the Toledo Museum of Art for us (the museum does not open to the public until 10am)
  • 9:00am: Announcements and networking
  • 10am: Jeff Gothelf
  • 11am: Jeff Patton
  • Noon: Laura Klein (with lunch available)
  • 1pm: Break
  • 2pm: Tomer Sharon
  • 3pm: Christina Wodtke
  • 4pm: Marty Cagan
  • 5pm: Final announcements and farewell

The program below is mostly copying and pasting from the RM page, with some added links to interesting background material about each speaker.


Jeff Gothelf

Jeff Gothelf


There is No Such Thing as UX Strategy; There is Only Product Strategy

UX strategy is part of product strategy. It is not its own thing. Calling it out as such further isolates designers from their colleagues in “the business” and in Product Management. It does nothing to actually drive the value of a holistic user experience into the org’s mainstream conversations. Instead, designers should work closely with Product Managers to inform a product strategy conversation that considers not only the UX but the business’ and product’s success factors as well.

In this talk, Jeff Gothelf—co-author of Lean UX and the forthcoming Sense and Respond—will teach you:

  • Why carving out a separate “UX” strategy is detrimental to team and product cohesion
  • How collaboration between product managers and ux designers can help frame a holistic product strategy
  • How to divide strategic responsibilities between product managers and ux designers so that everyone has their seat at the table

    Jeff Patton

    Jeff Patton


    Balancing Continuous Discovery and Delivery

    If you’re a product manager or UX designer, it may seem like your work doesn’t matter much, at least when compared to seeing something working and delivered. In many organizations, product and design work should happen quickly and quietly behind the scenes, and be finished in time for the development team to estimate it and get started building it. But, it doesn’t have to be that way.

    In this talk, Jeff Patton, author of User Story Mapping, will explain how the work we do to identify and validate what to build can take center-stage in your development approach. Jeff will explain strategies for:

    • Giving equal visibility to discovery and delivery work
    • Involving team members in day to day product discovery work
    • Keeping stakeholders informed and involved in product discovery work

    You’ll leave with ideas for keeping discovery and delivery work running continuously and smoothly with the whole team involved.


    Laura Klein

    Laura Klein


    Planning Your User’s Path Together

    Product teams spend a lot of time making decisions about what the customer will experience. UX Designers make journey maps and interfaces. Product Managers build and prioritize roadmaps. Marketing writes copy and gets in front of potential users. Engineers make it all into a product. All too frequently, we do these things separately, which can lead to problems. Engineering doesn’t understand the ideal user flow. Designers don’t know why one feature is being built before a more important one. Marketing has a different vision of the ideal customer. And Product Managers have to run around explaining the vision to everybody on the team.

    Some things are so important that they need to be created, shared, and understood by the whole team together. The User Lifecycle Funnel is one of those things. In this talk, Laura Klein, author of the forthcoming Build Better Products, will share a framework and a design thinking exercise for making sure that everyone on your team—including Product Managers and UX Designers—is united in their vision for just what exactly it is that you’re building. You’ll learn a quick, hands-on tool that will help you combine qualitative and quantitative data to determine and measure every step of your customer’s journey.


    Tomer Sharon

    Tomer Sharon


    UX Luvs PM: 6 Ways to Learn Better Together

    UXers who practice user research and Product Managers have a lot in common. They both want to learn from users and customers and work hard toward developing successful products, features, or services.

    However, sometimes they may feel disconnected from each other, perceiving one another as too slow, fast, biased, academic, disorganized, vague, and what not. During this talk, Tomer Sharon, author of It’s Our Research and the forthcoming Validating Product Ideas, will provide six practices—three for UXers, three for PMs—to work better together in researching users and their needs.

    UX designers:​ Be there early to help Product Managers shape product roadmap. Listen to PMs to identify knowledge gaps. Let PMs be: invite them to ask users questions.

    Product Managers: ​UXers can make you heroes. Get feedback on your survey questions. Customer meetings are a rare opportunity to learn.


    Christina Wodtke

    Christina Wodtke


    Radical Focus

    Getting a team to work together and achieve a goal can be as much about picking the goal as picking the team. Too many companies fail at making big changes or tackling big problems because they fail to focus, prioritize, and motivate all members of the team.

    In this talk, Christina Wodtke, author of the forthcoming Radical Focus: Achieving Your Most Important Goals with Objectives and Key Results, will teach you how to tackle and realize big goals in a methodical way using Objectives and Key Results (OKRs). You’ll learn the beauty of a good fail and how regular check-ins can keep you on track to success. Christina has devoted her career to tackling monumental tasks. She’s helped grow companies like LinkedIn, Yahoo, and the New York Times. Nowadays she works with startups and entrepreneurs, sharing her strategies for success and inspiring them to pursue big goals and outlandish dreams.


    Marty Cagan

    Marty Cagan


    Good to Great

    Lots of product teams have progressed substantially over the past several years from very weak/novice to generally capable/competent. The dialog has moved from “why can’t we have a product designer or user researcher on our team?” to “why is it that our product manager and product designer are not always working together effectively?” and “why is it that the user research is being largely ignored when it has such seemingly valuable findings?”

    This is actually progress, and we can see the improvements in the results, but in the commercial product world, it’s not sufficient to just have mediocre products, at least not for long. Our products have to provide substantial value over and above the alternatives. In this presentation, Inspired author Marty Cagan will focus on raising the game of product managers, product designers and user researchers. He will highlight several of the top issues/problems for these roles, and discuss how you can address each.

    Check out more about the 4th User Experience Toledo Region conference featuring Rosenfeld Media virtual speakers.