The next wave of product management

It is already happening. Companies that are trying to serve better experiences to their customers understand the importance of bringing together the definition of the product strategy and the communication of the overall customer experience. 

Thanks to modern web technologies and rapid prototyping tools, product development life cycles have accelerated so much that right now it is almost mandatory for companies to look for professionals who can do both really well.

The alternative of sticking to the old model of solois product managers is highly inefficient. Communication overhead, interpersonal dynamics, and misalignment of product vision are just few of the potential dangers of having a product manager work side by side with a customer experience designer. 

Why run the risk if you can have both?

As an example of the materialization of this  trend, take a look at Opower's website. Under the People section they list the "Product Management and User Experience" team, which describes it with a language that hints at a blend of business and UX skills: "a perpetual innovation machine, they imagine new product features to strengthen customer engagement, expand our markets"

Photo: Tea & coffee towers by Greg Lynn for Vitra