Product Academy Switzerland

COMBI-TICKETS
This workshop can be bought in combination with the Product Academy SUMMIT at a reduced rate on our conference webite. (Prices go up on May 15, 2026!)

YOUR TRAINER
Julia Bastian is a Product Leader with more than nine years of experience building and scaling digital products and driving innovation. As VP Product at Alasco, a venture-backed proptech company, she scaled the product and engineering organization from 5 to 50 people and built strong thought leadership around B2B product discovery.

Today, she leads Alasco’s AI transformation, ensuring the company harnesses AI to stay ahead of disruption and deliver real customer value. Alongside her leadership role, Julia works as an AI educator and consultant. Her goal is to accelerate product managers’ AI learning journey by making the topic approachable and lowering the entry barrier for those just starting out.

Staying grounded in a real product environment is essential to her. She works hands-on on AI topics, from automating internal workflows to integrating AI agents into the product, rather than only talking about them from a consulting perspective.

Julia has a special ability to visualize complex ideas, which helps her share her knowledge in a clear and engaging way and make difficult concepts feel simple and actionable.

Tickets cover refreshments and snacks during breaks, as well as a networking Apéro at the conference's conclusion. Tickets are non-refundable, and the agenda is subject to change. By purchasing a ticket, you acknowledge that photos may be taken during the event. If you prefer not to have your photo shared, please contact the organizer.
Interested in a combi ticket for the SUMMIT and our pre-conference workshop "AI Essentials for PMs" with Julia Bastian? You can get it via Eventfrog.

The Leadership Brunch is an exclusive and intimate gathering designed specifically for leaders overseeing teams of three or more Product Managers. This ticket can only be purchased via Eventfrog.

CONFERENCE LINE-UP

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TIM HERBIG (Product Coach and Author of Real Progress, Hamburg): Improving your Product Strategy in Real Time

Product Strategy doesn’t have to be this mysterious, monolithic artifact others get to work on and you don’t get clarity from. When we turn from frameworks and slides to the fundamental questions strategy needs to answer, a new possibility of pragmatic decision-making emerges – No matter your company size, industry, or job title. In this workshop-from-the stage, we will create clarity for your product strategy challenges by tackling them live and in real-time in Miro. Be prepared to come with your real-life questions, and leave with clarity on your next step.

DOMINIQUE JOST (Head of Product at Doist, Bern): End-to-End PM or End-of PM?

No hype. No hero stories. Just the practical, unfiltered lessons from Doist’s (makers of Todoist and Twist) shift toward end-to-end PMs, and what AI is and isn’t changing about the craft. If you want a grounded, and messy view of what PM work will look like in the next few years, this talk is for you.

JULIA BASTIAN (Product Lead Innovation & GenAI at Alasco, Munich): From lagging metrics to leading decision - How B2B teams can lead with qualitative data

In B2B companies, sales often drives product decisions—not because it’s the best path, but because product teams lack the data to challenge it and steer confidently themselves. Unlike B2C, B2B data is often slow, sparse, and arrives too late to drive real-time learning. The result? Product managers feel stuck— aware that the current approach isn’t delivering impact, but unsure how to change a system that keeps them reactive. This talk is a call to action for B2B product teams ready to lead again. You’ll leave with four practical actions to shift the dynamics in you organization tomorrow! At the heart of this shift is qualitative data—not just as a source of deep insight, but as a foundation for building up organizational gut feeling. We’ll dive into practical techniques for gathering, sharing, and acting on qualitative data—and why organizational learning is the true unlock for product-led growth in complex B2B environments.

STEPHANIE HÜRLAND (Head of AI Products and Strategy at ZDFSparks): Two worlds, one role – AI Product Management through client and provider lenses

AI product management is shaped by two fundamentally different perspectives: the viewpoint of product teams defining needs, goals, and strategic direction, and the viewpoint of those responsible for designing, building, and delivering the actual AI solution. Both perspectives influence how decisions are made, how value is defined, and how complexity and uncertainty are managed throughout the product lifecycle.
The session provides an overview of the key differences and shared challenges between these two perspectives, and highlights what successful AI product management requires when navigating both. The session includes practical examples that illustrate how different perspectives influence the way AI products are shaped, evaluated, and developed.

SEBASTIAN CASTANEDA (former Team Lead at Foodora, Vienna): Driving growth with limited engineering capacity: How creative experiments lifted Foodora's tips by 60%

Foodora Austria raised rider tips by 60%, while facing a challenge: after a couple of complex iterations and proper A/B tests, engineering capacity became limited. In this talk, we’ll go through the experiments they ran, including the trade-offs and challenges, learning what worked and what didn’t. We will explore how small UI tweaks, working with data, and understanding the cultural context can drive growth, even if you do not have a large analytics team or advanced testing tools.

FLORIAN BONNET (VP Solutions & Growth at Veriff): How to turn oproduct work into revenue outcomes with KPI trees
Product teams often track many metrics but struggle to clearly connect their work to business impact. This talk introduces North Star Metrics and KPI Trees as a practical framework for understanding product performance, customer behavior, and the levers that drive revenue outcomes.

Florian will walk through how effective KPI Trees are structured, how North Star Metrics are typically defined across different contexts, and why this approach works for organizations of any size or model. Through concrete examples, you’ll see how KPI Trees can go beyond performance tracking to help translate product metrics into the language of business — bridging the gap that often exists between product teams and leadership.

You’ll leave with a clearer mental model of how outcome-driven product organizations connect day-to-day work to measurable business results.

Thank you to our sponsor On for hosting us again and to airfocus by Lucid as well as 89grad for sponsoring the event!