The path to product management often draws individuals from diverse backgrounds, each bringing a unique lens to the role.
For Carlos Armada, senior manager of product at Identity Digital, the journey began with a passion for working directly with end users to create impactful solutions. However, he quickly realized that technical skills alone were not enough to achieve his goals.
Armada’s transition from mechanical engineering to product management was fueled by a desire to “bridge technology and human experience,” he told Built In Colorado.
“To break into product management, I pursued a graduate degree in human-centered design and it taught me to become a ‘whole-brain thinker’ — blending technical expertise with human-centered design,” he said. “I learned to approach challenges by balancing technical feasibility, business viability and user desirability.”
“I learned to approach challenges by balancing technical feasibility, business viability and user desirability.”
This emphasis on becoming a “whole-brain thinker” reflects a broader trend in the industry, where blending technical expertise with empathy for the user experience is critical for building innovative, customer-focused products.
In a conversation with Built In Colorado, Armada shared insights into his career shift, the skills that have shaped his success and the lessons he’s learned about balancing competing priorities to deliver impactful solutions.
Identity Digital provides domain name solutions and digital identity management, offering tools and services to help businesses and individuals establish and protect their online presence.
Can you describe your journey into product management?
Throughout my career, I sought leadership roles that developed cross-functional skills. From mechanical engineering to design fellowships to helping launch a startup, I consistently positioned myself to lead projects, manage teams and solve complex problems.
The key to understanding product management is that it isn’t about the technology, but about the fundamental “why” behind a product. It’s about creating solutions that genuinely improve people’s lives, solving real-world problems through strategic thinking and empathy. Each role became a strategic stepping stone toward becoming a product manager.
Tell us about a product you managed from conception to launch. What were the key challenges you faced, and how did you overcome them?
The Titan Email product began with a critical insight: Our small business customers were struggling with unreliable email services that could completely halt their operations. Our challenge was to develop a solution that balanced reliability, functionality and affordability for price-sensitive entrepreneurs.
The launch was a carefully phased approach. Email is a sensitive service where any downtime can be catastrophic for a small business. Key challenges included ensuring rock-solid reliability without overpricing, migrating existing customers with zero data loss and competing with premium providers like Google Workspace. We overcame these challenges through research and iterative development. We validated the solution by conducting partner interviews, establishing strict service-level agreements and developing a phased rollout with feature additions.
The most critical learning was patience. In a subscription business, success isn’t immediate. We focused on lifetime value, tracking metrics like customer attach rate, order value and retention. With each phase, we saw incremental growth that compounded over time. By the one-year mark, we’d created a product customers actually wanted and needed.
What advice would you give to someone looking to follow in your footsteps and become a product manager?
First, invest in continuous learning. Read books like Inspired by Marty Cagan, follow top product managers on LinkedIn and leverage free resources like conference talks and YouTube tutorials.
Develop a broad skill set. Product management isn’t about technical expertise alone, but about being a versatile problem solver who can communicate across different functions. Practice translating complex ideas into simple concepts and learn to balance technical feasibility, business viability and user desirability.
Networking is critical — it’s how I landed my first product management role. Personal conversations are far more impactful than a resume. Attend industry events, join product communities and seek mentorship.
Build a portfolio showcasing problem-solving skills through projects, case studies or hypothetical product designs. Demonstrate how you think through challenges holistically. Embrace a human-centered design approach. Always ask “why” something exists and focus on the core user need. Your greatest value is understanding and solving real problems.
“Your greatest value is understanding and solving real problems.”
Lastly, be patient with yourself. Transitioning into product management is a journey of continuous learning and adaptation.