Five Levels of Web-based Product Design

Anyone who has been involved with launching a website knows that there are lots of design factors to consider. Even a marginally sophisticated website will require development and coordination of multiple web page layouts, graphics (visual assets), text (marcomm or copy), server code, maybe some browser-side code (javascript), database tables, etc.

It can be a lot of stuff to consider and anyone responsible for launch of a product (e.g., product manager, product marketing manager, or a business unit lead) needs to think about “product design” from multiple levels.

Personally, as a product manager, I like to think about “product design” as the sum of five design perspectives:

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