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Which tools do product managers use? Top picks for 2024

Last updated: February 2024

Leading a product from conception to completion is no simple feat. As a product manager, you deserve your own toolkit to help you do all the work that is necessary to deliver a product to market. This includes setting strategy, creating and sharing plans, making prototypes, helping to onboard customers, analyzing user behavior, and gathering customer feedback.

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In the past, you had limited resources to help you do this. You relied on spreadsheets, presentation decks, and general project management software to create roadmaps, capture ideas, prioritize features, define requirements, and more. However, these tools were not created with product managers in mind — adding more time-consuming work to an already challenging job.

Today, a wide variety of tools are available to make product management easier. This includes everything from setting product strategy to the tactical work required when building out features, such as creating wireframes. While it is good to have a general knowledge of the various tools that are available, you also have to be selective. After all, searching for new tools and learning how to use them can be time-consuming and expensive. By adopting only the tools that best serve your team's needs, you simplify workflows and stay focused on delivering what you promised.

As you start evaluating new product management software, completing a fit gap analysis can help you determine how well different tools meet your needs as an organization — by weighing factors like performance, scalability, and integrations while highlighting anything that might be missing. Try it with this whiteboard template in Aha! software.

Fit gap analysis large


Across the product board, there are quite a few areas from which you can choose tools. Just be sure you are not overextending and creating a bloated product tech stack. In the list below, popular tools are grouped into the following areas:

Product strategy and roadmapping

Aha! Roadmaps

Aha! Roadmaps is a complete product management suite — everything product teams need to set strategy, gather feedback, and build visual roadmaps. You can use Aha! Roadmaps to:

Integrate Aha! Roadmaps with 30+ tools, including Jira, Azure DevOps, and Salesforce.

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Visualize the impact of strategy changes on planned work using a strategy roadmap.

Analytics

Amplitude

Use an analytics platform for digital products to help teams better understand user behavior.

Domo

Build a real-time business dashboard visualization.

Gainsight

Learn how users interact with your product and identify key insights to drive customer satisfaction and retention.

Geckoboard

Pull data from dozens of sources to display real-time dashboards that show company performance.

GoodData

Gather data and user decisions into dashboards and reports.

Google Analytics

Discover where your traffic is coming from and what people are doing on your site.

Heap

Capture every user interaction from web, mobile, and cloud services. Analyze clicks, submits, transactions, emails, and more.

Looker

Monitor each element of the user experience with embedded analytics, powered by Google Cloud's data analytics platform.

Mixpanel

Track engagement on your mobile site by measuring and tracking user actions.

Segment

Collect, translate, and route customer data from any device across any tool and dispatch different data views.

Tableau

Explore and understand data better with this popular business intelligence software.

Customer feedback and surveys

Aha! Ideas

Capture every idea and implement the best ones to drive innovation. Aha! Ideas provides everything you need for idea management — online ideas portals, empathy sessions to better understand your customers, and in-app feedback to discover what people think of your product while they are actually using it.

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Formstack

Build online surveys and streamline electronic signatures.

Google Forms

Create simple forms and surveys for free.

SurveyMonkey

Create surveys and integrate insights with business apps.

Typeform

Build surveys, quizzes, and forms.

Design and wireframing

Whiteboards in Aha! software

Integrate wireframes into your product development process — build them out using whiteboards in Aha! software. You can embed a whiteboard into nearly any Aha! record or create a new whiteboard document in your workspace to create your wireframes with a robust library of components.

Axure

Make flowcharts, wireframes, mockups, user journeys, personas, idea boards, and more. Quickly drag and drop elements from built-in or custom libraries to create your diagrams.

Balsamiq Wireframes

Sketch your UI ideas onto a digital whiteboard or notepad to share with teammates and customers.

Figma

Design, prototype, and collaborate in context and in real time. Send out a link to collect feedback, receive change requests, and allow stakeholders to make copy updates in your designs.

Flaticon

Use the icons in this free database to create designs and save time on your work.

Framer

Create responsive layouts, design prototypes, and bring everything closer to production.

InVision

Turn your web and mobile designs into interactive prototypes and mockups. Use LiveShare, InVision's real-time whiteboarding tool, to collaborate.

Lunacy

Design UX with built-in graphic assets, and AI tools. Works on Windows, Mac, and Linux.

Sketch

Use this design toolkit for your earliest ideas through to your final artwork.

UXPin

Design and manage your UX with interactive elements and functional prototypes generated from production code.

User experience testing

Adobe Target

Test and optimize your digital experiences. Features include AI-powered UX testing, personalization, and automation.

Contentsquare

Analyze customer interactions in the form of heatmaps and reports, as well as individual session replays.

FullStory

Record users’ experiences on your website or app to gain insights into what they interact with.

Helio

Get reactions on your designs to test ideas and gather feedback before implementation.

Hotjar

Understand how visitors are using your website and collect user feedback.

Lookback

See the screen, face, voice, and touches of your users. Record in-house or remotely.

Optimizely

A/B test your landing pages and website and deploy the winning solution.

SessionStack

Monitor and analyze product defects, UX issues, and customer onboarding behavior.

Usabilla

Collect user feedback to improve your website, app, and emails.

UserTesting

Receive videos and ask your target market questions.

UXCam

Capture screen recordings and physical touch interactions on your app.

User onboarding

Appcues

Publish in-app messages and walkthroughs to welcome your users and drive them to action.

Inline Manual

Guide your users with interactive tours, tips, and tutorials.

Interaction Studio

Use machine learning to understand and interact with customers and prospects — with 1-to-1 experiences across channels.

Intercom

Send targeted messages to onboard and activate users and announce new features.

Shepherd

Give users a tour of your app.

UserIQ

Engage users with in-app communications.

WalkMe

Track events, system usage, and user productivity to get insights about how to better engage users.

Whatfix

Ease onboarding, improve support, and reduce training effort for your users.

Collaboration and productivity

Collaboration and workflow functionality in Aha! software

Aha! software can be used for workflow and task management, as well as product documentation and whiteboarding.

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Dropbox

Organize and share files securely.

GoToMeeting

Have secure video, audio, or web meetings from anywhere via your computer or mobile device.

Google Workspace

Connect with colleagues and access the information you need — including Gmail, Hangouts, Chat, Calendar, Docs, Sheets, Slides, and Forms.

Lucidspark

Use a virtual whiteboard for brainstorming sessions.

Microsoft 365

Host audio or video meetings, chat with colleagues, and collaborate in real time. You can share files on any device, store notes and documents, and share calendars.

Slack

Create communication channels, send messages, meet over video calls, and integrate with other tools.

Trello

Visualize and organize projects with this virtual whiteboard.

Zoom

Communicate with coworkers and customers via video conferencing, webinars, online conference rooms, and group messaging.

Software development

Aha! Develop

Aha! Develop is for development teams that use scrum, kanban, and SAFe frameworks.

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Azure DevOps

Plan and ship code using a set of development services, including Azure Boards, Azure Pipelines, and Azure Repos.

Jira

Plan sprints, track the team's work, and release software.

PivotalTracker

Collaborate in real time and view a shared backlog.

Rally

Plan, prioritize, and track development work.

With the right tools, you can express the full power of your product management knowledge — so you can build exceptional products that help your customers.

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