UHC E&I - VP of Pharmacy Product Strategy and Innovation

UnitedHealth Group
Full_time$197k-337k/year (USD)Minnetonka, United States

📍 Job Overview

Job Title: VP of Pharmacy Product Strategy and Innovation Company: UnitedHealth Group Location: Minnetonka, Minnesota, United States Job Type: Full-time Category: Product Strategy & Innovation (Healthcare/Pharmacy) Date Posted: September 15, 2025 Experience Level: 10+ Years Remote Status: Remote Solely

🚀 Role Summary

  • Develops and champions the overarching product portfolio strategy and vision for UnitedHealthcare's (UHC) Employer & Individual (E&I) segment's pharmacy offerings.
  • Acts as a key strategic partner, translating market trends, competitive analysis, and customer needs into actionable product strategies that drive business growth and revenue.
  • Manages the end-to-end product lifecycle, from ideation and roadmap development to market positioning and performance analysis, with a focus on innovation.
  • Cultivates and maintains strong relationships with internal stakeholders, including UHC Pharmacy and OptumRx product and growth teams, to ensure organizational alignment and drive enterprise growth.

📝 Enhancement Note: This role is a senior leadership position focused on strategic product management within the complex healthcare and pharmacy benefits landscape. It requires a deep understanding of market dynamics, competitive positioning, and the ability to translate business objectives into a cohesive product vision and roadmap. The emphasis on "E&I" indicates a focus on the Employer and Individual market segments.

📈 Primary Responsibilities

  • Define and evolve the 2-3 year strategic roadmap for the UHC E&I Pharmacy product portfolio, identifying new product concepts and extensions of existing solutions.
  • Conduct comprehensive market assessments and competitive analyses to inform product strategy, prioritize investments, and establish go-to-market strategies that leverage market trends and competitive advantages.
  • Maintain a deep understanding of the competitive landscape, including competitor strategies, positioning, strengths, and weaknesses within the pharmacy benefits management (PBM) and healthcare sectors.
  • Foster market intimacy by actively uncovering market needs through direct engagement with customers, clients, and industry experts, potentially through the development of Product Advisory Councils.
  • Continuously collect and analyze performance data, including market, financial, and operational metrics, to identify new opportunities for business growth and product enhancement.
  • Engage key partners and clients in strategic discussions regarding market trends, emerging challenges, and new product concepts to ensure product-market fit and drive adoption.
  • Strengthen the OptumRx relationship with UHC by aligning product strategies and identifying opportunities for organizational synergy, ensuring seamless execution against critical growth strategies and relationship objectives.
  • Develop and manage the portfolio forecast, including projections for volumes, market share, and revenue, to support financial planning and strategic decision-making.
  • Create and maintain a robust product investment model and business cases for both organic growth initiatives and potential mergers and acquisitions (M&A).
  • Oversee the quarterly review of the OptumRx Balanced Scorecard to evaluate progress against targets and assess the overall health and performance of the strategic relationship.

📝 Enhancement Note: The responsibilities highlight a blend of strategic planning, market intelligence, stakeholder management, and financial acumen. The emphasis on "outputs" like the strategic roadmap, portfolio forecast, and investment models indicates a need for strong analytical and business modeling capabilities. The role requires influencing without direct authority across matrixed organizations.

🎓 Skills & Qualifications

Education:

  • A four-year degree in Business Administration, Healthcare Administration, or a related field is required.
  • An advanced degree (e.g., MBA, MHA) or relevant professional certifications in product management or healthcare would be advantageous.

Experience:

  • A minimum of 7 years of experience in managing diverse product portfolios, with a proven track record of strategic development and execution.
  • Demonstrated experience in the healthcare industry, specifically with pharmacy products and/or Pharmacy Benefit Management (PBM) operations, is highly preferred.
  • General management experience, encompassing P&L responsibility or significant business unit oversight, is preferred.
  • Extensive experience with requirements development, project management, and managing complex, cross-functional projects within a product development lifecycle.
  • Proven ability to lead business initiatives to successful outcomes, navigating ambiguity and driving results.

Required Skills:

  • Product Strategy: Deep expertise in developing and articulating long-term product visions, roadmaps, and strategies for complex product portfolios.
  • Market Analysis & Competitive Intelligence: Ability to synthesize market trends, customer needs, and competitive landscapes to inform product strategy and identify growth opportunities.
  • Strategic Planning: Proficiency in developing strategic plans, business cases, and investment models that align with organizational goals and drive measurable business impact.
  • Leadership & Team Building: Demonstrated ability to lead, influence, and build consensus among cross-functional teams, including direct and indirect reports, in a matrixed environment.
  • Communication Skills: Exceptional written, verbal, and interpersonal communication abilities, with the capacity to present complex information clearly and persuasively to executive leadership and diverse stakeholders.
  • Analytical Skills: Strong quantitative and qualitative analytical capabilities to interpret performance data, forecast market dynamics, and support data-driven decision-making.
  • Relationship Management: Proven ability to build and maintain strong, collaborative relationships with internal business partners, external clients, and key stakeholders.

Preferred Skills:

  • Business Process Acumen: Experience in analyzing, optimizing, and redesigning business processes to enhance efficiency and effectiveness.
  • Negotiation & Problem Solving: Strong capabilities in negotiation, conflict resolution, and complex problem-solving to address challenges and drive mutually beneficial outcomes.
  • Adaptability & Ambiguity Management: Proven ability to thrive in dynamic environments, manage uncertainty, and make effective decisions with incomplete information.
  • Financial Modeling & Forecasting: Experience in developing financial models, forecasting revenue, and building business cases to support investment decisions.
  • Matrixed Organization Navigation: Expertise in operating effectively within complex, matrixed corporate structures, leveraging both formal and informal networks.

📝 Enhancement Note: The experience requirement of "10+" years, derived from the "7+ Years" of portfolio management and "General Management" preference, suggests a senior executive-level role. The "Pharmacy product and PBM experience preferred" is a critical differentiator for candidates. The skills listed are aligned with a strategic product leadership function, emphasizing analytical, communication, and leadership capabilities.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

  • Demonstrate a structured approach to portfolio management, including strategic alignment, resource allocation, and performance tracking of multiple product lines.
  • Provide examples of how you have translated market insights and business objectives into a cohesive product strategy and roadmap, detailing the process of prioritization and investment allocation.
  • Showcase experience in developing comprehensive business cases and financial models to justify product investments, including ROI calculations and risk assessments.
  • Illustrate your ability to manage the entire product lifecycle, from conception and validation through launch, growth, and potential end-of-life, emphasizing continuous improvement and innovation.

Process Documentation:

  • Exhibit a clear understanding of product development methodologies (e.g., Agile, Waterfall, Hybrid) and how to adapt them to specific project needs.
  • Provide examples of how you have documented product requirements, user stories, and success criteria to ensure clear communication and alignment across development and business teams.
  • Showcase experience in defining and implementing processes for monitoring product performance, gathering customer feedback, and iterating on product offerings based on data and market response.
  • Detail your approach to cross-functional process integration, ensuring seamless collaboration between product, engineering, marketing, sales, and operations teams.

📝 Enhancement Note: While the job description doesn't explicitly ask for a "portfolio" in the traditional sense (like a design portfolio), the emphasis on "Product Strategy," "Roadmap," "Business Case," and "Performance Data" implies that candidates will need to articulate their experience in these areas effectively, likely through detailed examples in their resume and during interviews. The "Process Documentation" aspect points to the need for candidates to demonstrate their understanding of product development workflows and how they ensure clarity and efficiency in these processes.

💵 Compensation & Benefits

Salary Range:

  • The provided salary range for this position is $196,600 to $337,100 annually, based on full-time employment.

Benefits:

  • Comprehensive Benefits Package: This typically includes health, dental, and vision insurance, life insurance, disability coverage, and other wellness programs.
  • Incentive Programs: Opportunities for performance-based bonuses or other incentive compensation tied to individual and company performance.
  • Recognition Programs: Systems in place to acknowledge and reward outstanding contributions and achievements.
  • Equity Stock Purchase: The opportunity to purchase company stock, often at a discounted rate, allowing employees to share in the company's success.
  • 401k Contribution: Retirement savings plan with potential employer matching contributions, supporting long-term financial planning.

Working Hours:

  • The role is described as full-time, typically equating to approximately 40 hours per week. Given the remote nature and senior leadership level, flexibility may be expected to accommodate business needs and global team interactions.

📝 Enhancement Note: The salary range is competitive for a Vice President-level role in the healthcare/pharmacy sector, especially in a major metropolitan area like Minneapolis-St. Paul. The benefits package is robust, reflecting UnitedHealth Group's status as a large, established corporation. The "working hours" are standard full-time, but the strategic nature of the role implies the need for dedication beyond strict hours.

🎯 Team & Company Context

🏢 Company Culture

Industry:

  • Healthcare and Health Insurance, specifically within the Pharmacy Benefits Management (PBM) and Employer & Individual (E&I) segments. UnitedHealth Group is a diversified healthcare company with a significant presence in health services and insurance. The operations within this role directly impact healthcare delivery and affordability.

Company Size:

  • UnitedHealth Group is a Fortune 10 company, employing over 400,000 people globally. This large scale means significant resources, complex organizational structures, and opportunities for broad impact, but also requires navigating bureaucracy and matrixed reporting lines.

Founded:

  • UnitedHealth Group was founded in 1977. With decades of experience, the company has established a strong market position and a deep understanding of the healthcare ecosystem. This history implies a culture that values stability, established processes, and long-term strategic thinking.

Team Structure:

  • The role reports to the E&I VP for Pharmacy Product and collaborates closely with the VP of Pharmacy Product Development/Management and business leadership.
  • The position requires strong alignment and collaboration with UHC Pharmacy and OptumRx product and growth teams, indicating a matrixed and interdependent team structure.
  • The role will likely involve managing or influencing cross-functional teams, including product managers, analysts, strategists, and potentially engagement with external partners.

Methodology:

  • The role emphasizes data-driven decision-making, utilizing market, financial, and operational performance data for strategic planning and opportunity identification.
  • A key methodology involves synthesizing competitive analysis and market assessments to inform product strategy and prioritize investments.
  • The role also focuses on fostering "market intimacy" through direct engagement with customers and industry experts, suggesting a customer-centric approach to strategy.

Company Website:

📝 Enhancement Note: Understanding UHG's mission ("help people live healthier lives and make the health system work better for everyone") and its focus on equity is crucial. The company's size and industry dictate a need for adaptability within a structured environment, strong communication across departments, and a data-centric approach to strategy.

📈 Career & Growth Analysis

Operations Career Level:

  • This is a Vice President (VP) level position, signifying a senior leadership role responsible for strategic direction and significant business impact within the pharmacy product domain. It involves setting vision, guiding strategy, and influencing organizational direction.

Reporting Structure:

  • The role reports to the E&I VP for Pharmacy Product.
  • Close alignment and collaboration are expected with the VP of Pharmacy Product Development/Management, UHC Pharmacy leadership, and OptumRx product and growth teams. This indicates a highly collaborative and potentially matrixed reporting environment where influence and partnership are key.

Operations Impact:

  • The VP of Pharmacy Product Strategy directly influences the growth, revenue, and market positioning of UHC's pharmacy products for the Employer & Individual segments.
  • Strategic decisions made in this role will impact millions of lives by shaping the affordability, accessibility, and effectiveness of pharmacy benefits.
  • The role plays a pivotal part in aligning UHC's internal capabilities with OptumRx's offerings, driving enterprise-level synergy and growth.

Growth Opportunities:

  • Strategic Leadership Expansion: Potential to expand scope to broader product portfolios or leadership roles within UnitedHealthcare or Optum.
  • Industry Influence: Opportunity to shape the future of pharmacy benefits and healthcare innovation within a leading organization.
  • Cross-Functional Expertise: Development of deep expertise in healthcare strategy, PBM operations, and complex stakeholder management across a large enterprise.
  • Mentorship and Development: Potential to mentor junior product professionals and contribute to the development of the broader product organization's capabilities.
  • Executive Visibility: High visibility with senior leadership across UHC and Optum, offering opportunities for career advancement and exposure to executive decision-making processes.

📝 Enhancement Note: This VP role offers significant career progression opportunities within a large, stable, and impactful organization. The ability to influence strategy across major business units (UHC and OptumRx) provides a unique platform for growth and development in the healthcare sector.

🌐 Work Environment

Office Type:

  • The job is advertised as "Remote Solely," meaning the primary work environment is a home office.
  • UnitedHealth Group is a large corporation, suggesting that while remote, there will be established policies and expectations for remote work, including communication protocols and potential virtual collaboration tools.

Office Location(s):

  • The primary designated location is Minnetonka, Minnesota, United States. However, the "Remote Solely" status means employees can work from anywhere within the U.S., provided they adhere to the company's Telecommuter Policy.

Workspace Context:

  • The work environment will be virtual, requiring a high degree of self-discipline, effective time management, and proficiency with remote collaboration tools.
  • Candidates should expect to engage with colleagues and stakeholders through virtual meetings, digital communication platforms, and collaborative software.
  • The role demands independent work but also necessitates strong collaboration with geographically dispersed teams, requiring proactive communication and engagement strategies.

Work Schedule:

  • Standard full-time hours (approximately 40 hours per week) are expected.
  • Given the strategic nature and potential for collaboration with teams in different time zones or with critical business needs, flexibility may be required to accommodate various meeting schedules and project deadlines.

📝 Enhancement Note: The "Remote Solely" aspect is a key feature. Candidates should be comfortable and effective working autonomously in a virtual setting, managing their own time and communication proactively. The Minnetonka location signifies the administrative headquarters but does not imply a physical office requirement for this role.

📄 Application & Portfolio Review Process

Interview Process:

  • Initial Screening: Likely conducted by HR or a recruiter to assess basic qualifications, experience, and cultural fit. Focus on understanding your experience in product strategy and the pharmacy/PBM space.
  • Hiring Manager/Team Interviews: Deeper dive into your strategic thinking, leadership capabilities, and experience in managing product portfolios. Expect questions about your approach to market analysis, roadmap development, and stakeholder management.
  • Cross-Functional Stakeholder Interviews: Interviews with leaders from UHC Pharmacy, OptumRx, and other relevant business units to assess your ability to collaborate, influence, and build relationships across a complex organization.
  • Executive/VP Level Interviews: Final interviews with senior leadership to evaluate strategic vision, executive presence, and alignment with company goals. May involve presenting strategic concepts or case studies.

Portfolio Review Tips:

  • Strategic Roadmap Examples: Be prepared to discuss how you've developed and executed product roadmaps, highlighting key strategic decisions, market drivers, and outcomes. Quantify impact where possible.
  • Market Analysis and Strategy Case Studies: Prepare examples of how you've synthesized market data and competitive intelligence to inform product strategy, prioritize initiatives, and achieve business objectives.
  • Business Case Development: Showcase your ability to build compelling business cases for new products or strategic investments, including financial projections, ROI analysis, and risk mitigation plans.
  • Stakeholder Management Examples: Articulate instances where you successfully managed complex stakeholder relationships, built consensus, and influenced decision-making across different departments or business units.
  • P&L or Business Unit Oversight Experience: If applicable, highlight experience managing financial performance and driving growth for a product line or business unit.

Challenge Preparation:

  • Strategic Case Study: You may be asked to analyze a hypothetical market scenario or existing product, and present a strategic recommendation, roadmap, or business case. Focus on a structured approach, data-driven insights, and clear articulation of impact.
  • Stakeholder Alignment Scenario: Prepare to discuss how you would approach aligning diverse stakeholders with competing priorities on a strategic product initiative. Emphasize communication, negotiation, and consensus-building skills.
  • Innovation Brainstorming: Be ready to discuss your approach to fostering innovation within a product portfolio and identifying new opportunities in the evolving healthcare landscape.

📝 Enhancement Note: The interview process for a VP-level role will be rigorous, focusing on strategic thinking, leadership, and the ability to navigate a complex corporate environment. A strong understanding of the healthcare and pharmacy market, coupled with the ability to articulate past successes through concrete examples, will be crucial.

🛠 Tools & Technology Stack

Primary Tools:

  • Product Management Platforms: While not explicitly mentioned, experience with tools like Jira, Confluence, Aha!, or similar for roadmap planning, requirements management, and backlog prioritization is highly relevant.
  • Data Analysis & Visualization Tools: Proficiency with tools such as Tableau, Power BI, SQL, or advanced Excel for analyzing market, financial, and performance data is essential.
  • CRM Systems: Familiarity with CRM systems like Salesforce for understanding customer segments and sales processes is beneficial.
  • Collaboration Tools: Expertise in using virtual collaboration suites like Microsoft Teams, Zoom, Slack, and project management tools for remote work and team coordination.

Analytics & Reporting:

  • Tools for synthesizing market research, competitive intelligence, and internal performance metrics.
  • Experience with financial modeling software or advanced spreadsheet techniques for forecasting and business case development.
  • Dashboarding tools for presenting key performance indicators (KPIs) and strategic progress to stakeholders.

CRM & Automation:

  • While not a direct operational role, an understanding of how CRM and marketing automation tools impact product adoption and customer engagement within the E&I segment would be advantageous.
  • Familiarity with enterprise resource planning (ERP) systems or financial planning software for understanding budget and investment management processes.

📝 Enhancement Note: The role requires strong analytical skills and the ability to leverage data from various sources. While specific proprietary tools aren't listed, candidates should highlight their proficiency with common business intelligence, data analysis, and project management software relevant to strategic product management.

👥 Team Culture & Values

Operations Values:

  • Customer Focus: A deep commitment to understanding and meeting the needs of employers, individuals, and healthcare consumers.
  • Innovation: A drive to identify and implement new solutions and approaches to improve pharmacy benefits and healthcare outcomes.
  • Data-Driven Decisions: A reliance on data analytics and performance metrics to inform strategic choices and measure success.
  • Collaboration & Partnership: A proactive approach to working with internal and external stakeholders to achieve shared goals.
  • Accountability: Taking ownership of product strategy, execution, and outcomes, with a focus on delivering measurable results.
  • Efficiency & Effectiveness: A commitment to optimizing processes and resource allocation to drive business growth and improve healthcare affordability.

Collaboration Style:

  • Cross-Functional Integration: Seamless collaboration across product, development, marketing, sales, legal, compliance, and finance teams is essential.
  • Influence and Persuasion: The ability to influence without direct authority, build consensus, and drive alignment among diverse stakeholder groups.
  • Proactive Communication: Maintaining open and transparent communication channels, especially in a remote environment, to ensure alignment and address potential roadblocks.
  • Feedback and Continuous Improvement: An openness to feedback and a commitment to continuously refining strategies and processes based on performance and market insights.

📝 Enhancement Note: UnitedHealth Group's stated mission and emphasis on equity suggest a culture that values purpose-driven work, collaboration, and a commitment to improving healthcare. Candidates should demonstrate how their values align with these principles, particularly in how they approach strategy and stakeholder engagement.

⚡ Challenges & Growth Opportunities

Challenges:

  • Navigating a Complex Healthcare Landscape: The dynamic nature of the healthcare and pharmacy benefits industry, with evolving regulations, market shifts, and technological advancements, presents ongoing strategic challenges.
  • Balancing Stakeholder Needs: Managing the diverse and sometimes conflicting needs of various stakeholders, including employers, members, providers, UHC business units, and OptumRx, requires strong negotiation and diplomacy skills.
  • Driving Innovation in a Large Organization: Introducing and scaling new product concepts and innovative strategies within a large, established enterprise can be challenging due to existing processes and organizational inertia.
  • Achieving Synergy between UHC and OptumRx: Effectively aligning strategies and operationalizing collaboration between two major entities within the UnitedHealth Group ecosystem requires robust relationship management and clear communication.
  • Data Synthesis and Actionability: Extracting meaningful insights from vast amounts of data and translating them into actionable product strategies can be complex.

Learning & Development Opportunities:

  • Deepening Healthcare and PBM Expertise: Gaining in-depth knowledge of specific market segments, regulatory environments, and operational nuances within the healthcare and pharmacy sectors.
  • Executive Leadership Development: Opportunities to hone executive presence, strategic decision-making, and large-scale program management skills.
  • Industry Trends and Innovation: Staying abreast of emerging technologies, patient engagement strategies, and value-based care models impacting pharmacy benefits.
  • Networking and Professional Development: Engaging with industry leaders, attending conferences, and participating in professional development programs to expand knowledge and build a professional network.
  • Mentorship: Opportunities to be mentored by senior leaders within UHG and Optum, and to mentor emerging talent within the product organization.

📝 Enhancement Note: This role offers significant opportunities to tackle complex challenges at a high level, contributing to the strategic direction of a major player in the healthcare industry. The challenges also present clear avenues for professional growth and skill development.

💡 Interview Preparation

Strategy Questions:

  • "Describe your process for developing a 3-5 year product strategy for a complex portfolio like UHC's E&I pharmacy offerings. How do you incorporate market analysis, competitive intelligence, and internal capabilities?"
    • Preparation: Outline your strategic planning framework, emphasizing data gathering, synthesis, scenario planning, and stakeholder alignment. Be ready to discuss how you prioritize initiatives and allocate resources.
  • "How would you approach aligning the product strategy of UHC E&I Pharmacy with the broader goals and offerings of OptumRx? What are the key considerations for fostering synergy?"
    • Preparation: Discuss your experience in matrixed environments and building partnerships. Highlight communication strategies, identifying mutual benefits, and establishing clear governance or collaboration models.
  • "Walk me through a time you identified a significant market opportunity and translated it into a successful new product concept or portfolio enhancement. What was your approach, and what were the key outcomes?"
    • Preparation: Prepare a STAR (Situation, Task, Action, Result) method response detailing a specific instance. Quantify the impact on revenue, market share, or customer satisfaction.

Company & Culture Questions:

  • "Based on your understanding of UnitedHealth Group and the healthcare industry, what do you see as the biggest strategic challenges and opportunities for our E&I pharmacy products in the next 2-3 years?"
    • Preparation: Research UHG's recent performance, strategic priorities, and industry reports on healthcare and pharmacy benefits. Formulate thoughtful, data-backed insights.
  • "How do you foster collaboration and build relationships with diverse stakeholders, especially those in different departments or business units, to achieve strategic objectives?"
    • Preparation: Provide examples of your collaborative approach, highlighting your communication style, negotiation skills, and ability to build trust and consensus.
  • "How do you measure the success of a product strategy, and how do you ensure accountability for its execution?"
    • Preparation: Discuss key performance indicators (KPIs) relevant to product strategy (e.g., market share, revenue growth, customer satisfaction, new product adoption) and your methods for tracking progress and driving accountability.

Portfolio Presentation Strategy:

  • Structure: Organize your presentation around key strategic initiatives you've led. For each, clearly articulate the market context, the strategic challenge, your proposed solution (product strategy/roadmap), the execution plan, and the measurable results.
  • Data Visualization: Use charts and graphs to illustrate market trends, competitive positioning, financial projections, and performance metrics. Ensure data is clear, concise, and supports your narrative.
  • Impact Focus: Emphasize the business impact of your strategies – revenue growth, cost savings, market share gains, improved customer experience, etc. Quantify achievements whenever possible.
  • Strategic Alignment: Clearly articulate how your strategies aligned with broader business objectives and contributed to organizational goals.
  • Conciseness: Be prepared to deliver your key points effectively and efficiently, given the senior level of the role.

📝 Enhancement Note: Candidates should demonstrate a strategic mindset, leadership presence, and a deep understanding of the healthcare and pharmacy markets. The ability to articulate complex strategies and their business impact clearly and concisely will be paramount.

📌 Application Steps

To apply for this operations position:

  • Submit your application through the UnitedHealth Group careers portal via the provided URL.
  • Resume Optimization: Tailor your resume to highlight your experience in product strategy, portfolio management, market analysis, and leadership within the healthcare or PBM sectors. Quantify achievements with specific metrics related to revenue growth, market share, or cost savings.
  • Portfolio Preparation: Prepare to discuss specific examples of product roadmaps, strategic plans, business cases, and market analyses you have developed. Have concrete instances ready to illustrate your leadership, collaboration, and problem-solving skills, especially in managing complex product portfolios.
  • Company Research: Thoroughly research UnitedHealth Group, OptumRx, and the current landscape of the Employer & Individual pharmacy benefits market. Understand their strategic priorities, challenges, and competitive positioning.
  • Interview Practice: Practice articulating your strategic thinking, leadership philosophy, and experience using the STAR method. Be prepared to discuss your approach to innovation, stakeholder management, and driving results in a remote, matrixed environment.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.


Application Requirements

Candidates should have 7+ years of experience managing a diverse product portfolio, preferably with pharmacy product and PBM experience. A four-year degree in business or healthcare is required, along with knowledge of the end-to-end product development process.