Unlocking the Power of Subject Matter Experts in Product Development
In the world of product development, there are numerous stakeholders who play a crucial role in shaping the success of a product. One such stakeholder, often overlooked but incredibly valuable, is the subject matter expert (SME). SMEs possess extensive domain expertise, providing invaluable insights that can make or break a product’s success. In this article, we’ll delve into the world of SMEs, exploring their types, benefits, and best practices for working with them.
What is a Subject Matter Expert?
A subject matter expert is an individual with exceptional knowledge and expertise in a specific domain. They can provide guidance and valuable insights throughout the product development process, from discovery to launch. SMEs help product teams avoid domain-level mistakes, improve outcomes, and make informed decisions.
Types of Subject Matter Experts
There are two primary types of SMEs: internal domain expertise SMEs and external domain expertise SMEs.
Internal Domain Expertise SMEs
Internal SMEs can be found within an organization, often in teams such as legal, HR, IT, tech/engineering, or finance. They offer valuable insights, are easily accessible, and are already aligned with the company’s goals and objectives. However, they may occasionally suffer from tunnel vision or lack industry and product expertise outside of the company.
External Domain Expertise SMEs
External SMEs are industry-focused experts who provide a unique perspective and ensure a product is moving in the right direction. They can be super users with a deep understanding of the industry and domain expertise, offering early customer insights and support through testing. While they may lack information about the company’s vision, they bring a fresh perspective and can help identify potential risks.
Where Do SMEs Live in the Organization?
SMEs can be involved in the product development process at various stages. They may work closely with product management teams, providing valuable insights early on in the discovery process. Depending on the type of SME, they can also partner with QA teams, support test plans, and determine user behavior.
Examples of Subject Matter Experts
- A tax software company working with tax preparers to better understand the process
- A recruitment software company collaborating with a DEI consultant to create a more inclusive EEOC experience
- An electronic medical records company working closely with doctors and legal medical specialists to ensure accurate terminology
- A social media company partnering with social influencers and content creators to improve the user experience
Should Product Managers Be SMEs?
While product managers should have a deep understanding of their customers, industry, and business needs, it’s not always possible to be an SME across every domain. Identifying SMEs for specific domains can provide invaluable support to the product team.
Best Practices for Working with SMEs
- Identify the Right People Early: Think about who could provide valuable insights early in the discovery process.
- Set Expectations for Future Success: Establish clear expectations and be transparent about the level of involvement.
- Communication is Key: Avoid getting too caught up in minor details, let SMEs speak for themselves, and be prepared to veer off-course.
- Continue the Relationship: Share outcomes and successes, and ask about future involvement to make the discovery process smoother.
Key Takeaways
Subject matter experts are invaluable resources that can elevate a product’s chances of success. By identifying both internal and external SMEs early in the process, setting expectations, and fostering strong relationships, product teams can make informed decisions, avoid mistakes, and create innovative solutions.