PEP — Case study | Biruk Habtamu
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Biruk Habtamu / Product Manager

Clarity,
by design.

From better questions to thoughtful enterprise products.

View my work

Open to product manager roles · Remote or Addis Ababa

My process
  1. Discover
  2. Define
  3. Prioritize
  4. Align
  5. Deliver
  6. Learn

Selected product work

Decisions behind
the products.

The problems, priorities and decisions behind the work.

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Explore the lab

Let’s work on the right product problem.

Say hello
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Product decision brief

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Customer opportunity

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Trade-off

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How I found the problem

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What we chose not to build

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Product hypothesis

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Delivery & evidence

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How I would measure success

Proposed evaluation measures, not reported results.

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Product learning

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Interactive prototype

Built to make development easier.

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Interactive prototype with sample data. Try filtering, opening records and the sidebar.Open full screen ↗
 Try the redesigned prototype ↗ Open the Figma source file ↗
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The problem I set out to solve

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What I did

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The tradeoff

✕ The version I didn't ship

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✓ Why it shipped this way

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Have an idea? Let's build it.

Say hello ↗

Lab

Brand work, internal tools, 3D experiments and client sites. Projects that never became case studies.

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Brand identity — Sorenie Import & Export

Final proposal, for LifeWire

A full identity for an Ethiopian import and export company: logo, palette, pattern, and the applications the mark has to work in — signage, packaging, vehicles and print.

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About Biruk

Product direction.
Design at heart.

I’m Biruk Habtamu, a product manager based in Addis Ababa with 7+ years across product design and team leadership.

My background in Architecture and Urban Planning shapes how I approach systems and constraints. Design helps me make decisions tangible and align the people building the product.

Biruk Habtamu outdoors wearing sunglasses
Biruk Habtamu Addis Ababa, Ethiopia

What I bring to a team.

Problem framing

Connect user needs and business context to find the right problems.

Cross-functional alignment

Bring engineering, design and stakeholders into a shared direction.

Design-led product thinking

Use prototypes to make trade-offs tangible and move decisions forward.

Interactive prototypes for handoff

Build clickable, coded prototypes so engineers see real flows, states and edge cases before they write a line. See the PEP prototype.

How I make product decisions.

  1. Name the problem before the feature.

    A request is a clue. I trace it back to the user and the business need before anything reaches the roadmap.

  2. Decide what not to build.

    Every roadmap item has a cost. I make the trade-off explicit so the team can see what we gave up and why.

  3. Test the riskiest assumption first.

    Prototype the part most likely to be wrong, with the people who will use it, before engineering commits.

  4. Shared foundations beat one-off fixes.

    Patterns, data models and workflows that hold across modules let products grow without starting over.

  5. Measure what changes for users.

    Shipped is a milestone, not the result. I define how we will know it worked before we build.

My process
  1. Discover
  2. Define
  3. Prioritize
  4. Align
  5. Deliver
  6. Learn

Let’s work on the right product problem.

Say hello

Resume

Experience &
perspective.

Product Manager with a product design background.

Download resume

Professional experience

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Education & learning

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Let’s talk

Have a product
problem in mind?

I’m open to product management opportunities and thoughtful collaborations.

habtamubiruk23@gmail.com
LinkedIn Medium
Based in

Addis Ababa, Ethiopia

Focus

Discovery → delivery
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