About airfocus

Try for free

Theme in Product Management

airfocus eBook All You Need To Know About Product Management
Get our All You Need To Know About Product Management eBook
Read now

What is a theme in product management?


Definition of a theme

A theme in product management refers to a core objective of a product, specifying how it delivers value to the end-user.

Establishing a clear theme empowers teams with the knowledge to increase a product’s appeal or selling-power to both stakeholders and prospective customers.

A theme may consist of multiple features or initiatives. For example, one theme may be to "maximize client engagement during the journey to a purchase", from which you would then plan in a set of features to achieve this overarching goal.

abstract/prioritize emoji

Get our Mastering Prioritization eBook

Learn how to prioritize by making it a simple process, to build products that stand out. Learn more about how to source insight, choose the right prioritization framework and much more.

Get the eBook

These features could be video demonstrations of the product, sales-focused copy, and live-chat functions for answering questions in real-time. 

Example of a theme in action

Instagram’s creators used themes to stay organized and focused in its early days. One theme was to be the world’s fastest photo-sharing app, and another was presenting users with the highest-quality images on their phones. 

The team removed any elements that didn’t align with these themes and stayed true to its original goals. Embracing themes helped Instagram succeed and become one of the biggest social channels in the world.

When do you need theme in product management?

Themes are crucial when you want to create a product with real value to users, addressing a major or minor pain point. 

But you should also have a strategy in place for measuring the product’s progression and success, to identify any issues or delays that may prove disruptive down the line.

What Is a Theme in Product Management

General FAQ

What are the benefits of setting a clear theme?
Determining a product theme enables you to create a roadmap with a tighter focus on how prioritized features contribute to an overarching product strategy.

Building better products
starts here

Join thousands of product managers and makers who already enjoy our newsletter. Get free tips and resources delivered directly to your inbox.
airfocus coin
Top rated
on major review platforms
g2 badge users love us
g2 badge leader fall
GetApp badge category leader
software advice badge
capterra shortlist badge
proddy badge roadmapping
crozdesk badge
All rights reserved.