User Experience Design Within the Seven Phase Product Lifecycle

Mary Piontkowski Director, User Experience

Macadamian mpiontkowski@macadamian.com

Brian Lawley CEO & Founder 280 Group LLC

contact@280group.com

Seven Phase Product Lifecycle © 2012, AIPMM Optimal Product Process ©2012, 280 Group LLC UX Experience ©Macadamian

Introductions

Confidential 4/30/12 2

Brian Lawley CEO & Founder 280 Group

Mary Piontkowski Director, User Experience Macadamian

Brian Lawley is the CEO and Founder of the 280 Group and the author three best-selling books, The Phenomenal Product Manager, Expert Product Management and 42 Rules of Product Management and is the former President of the Silicon Valley Product Management Association. Brian was awarded the Association of International Product Marketing Management award for Thought Leadership in Product Management, and has been featured on World Business Review and the Silicon Valley Business Report.

Mary Piontkowski, Macadamian’s Director, User Experience is a user experience specialist who has worked with high-profile companies such as Adaptive Path, Organic, and Macromedia. Through her strategic approach, creative expertise, and mastery of a variety methods for design and innovation, Mary has helped build robust experiences for Fortune 100 and 500 companies such as Macy's, Levi's, PayPal, Sun Microsystems, Hasbro, Sprint, AT&T, Allstate, and Microsoft.

Agenda

  Background   Seven Phase Product LifeCycle   Optimal Product Process   User-Centered Design in each Phase   Product Managers as UX Enablers   Q&A   Drawing

Confidential 4/30/12 3

Seven Phase LifeCycle Book

-  Everyone gets a copy -  www.tinyurl.com/freeoppbook -  Please share!

Housekeeping

  Slides: URL will be emailed to everyone   Interactive session   Giveaways

 Product Management LifeCycle Toolkit™  One copy of each book

5

Helping companies deliver products that delight their customers and produce massive profits

Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books

™

Source: AIPMM

Seven Phase LifeCycle™

  Phase: Stage in the product lifecycle   Gate: Critical decision point ending a phase, and starting

the next   Product LifeCycle: phases from conceive to retire

7

One Phase Gate

Conceive Plan Develop Qualify Launch Market Retire

8

Conceive Phase

  Brainstorm   Generate ideas   Prioritize   Choose

9

Plan Phase

  Strategy   Market Research   Competitive Analysis   Business Case   Market Needs   Product Description   Roadmap

10

Develop Phase

  Engineering   Tradeoffs   Adjustments

 Schedule  Feature  Plans

11

Qualify Phase

  Internal   Beta   Early Customer   Minor Adjustments

12

Launch Phase

  Announcement   Availability   Exposure   Ramp Revenues

13

Market Phase

  Ongoing Programs   Measure ROI   Optimize

* AIPMM calls this phase Deliver

14

Retire Phase

  End of Life   New Version   Obsolescence

15

16

17

User-­‐Centered  Design  

18

User-­‐Centered  Design  in  the  Seven  Phases    

Audience Definition Information Design

Interaction Design

Visual Design

Ethnography Concept Testing Usability Testing and Data Analysis

Conceive Plan Develop Qualify Launch Market Retire

Refine and Optimize

19

Conceive Phase

Activities

"   Ethnography, Interviews, Observation

"   Secondary Research

"   Competitive Feature Analysis

Deliverables:

"   Personas

"   Usage Scenarios

"   Experience Maps and Models

Conceive Plan Develop Qualify Launch Market Retire

20

Plan Phase

Activities

"   Sketch

"   Feature Brainstorm, Inventory, Prioritization

Deliverables:

"   Flows and Storyboards

"   Site Maps

"   Wireframes

"   Functional Specifications

Conceive Plan Develop Qualify Launch Market Retire Plan

21

Develop Phase

Activities

"   Apply Look and Feel

"   Usability Testing

"   Design Adjustments

Deliverables:

"   Visual Design

"   Prototypes

Conceive Plan Develop Qualify Launch Market Retire Develop

22

Qualify Phase

Activities

"   Usability and Beta Testing

"   Design Modifications

Deliverables:

"   Updated Specifications

Conceive Plan Develop Qualify Launch Market Retire Qualify

23

Launch Phase

Activities

"   Usability Testing

"   Data Analysis

"   Design Modifications

Deliverables:

"   Updated Specifications

Conceive Plan Develop Qualify Launch Market Retire Launch

24

Market Phase

Activities

"   Usability Testing

"   Data Analysis

"   Design Modifications

"   Ethnography, Interviews, Observation

"   Secondary Research

"   Competitive Feature Analysis

Deliverables:

"   Updated Specifications

"   Updated Personas

"   Updated Usage Scenarios

"   Updated or New Experience Maps and Models

Conceive Plan Develop Qualify Launch Market Retire Market

25

Retire Phase

Conceive Plan Develop Qualify Launch Market Retire Retire

Activities

"   Post mortem

Deliverables:

"   Post Mortem Report

"   UX process/elements to use in future products

"   UX process/elements to avoid for future products

Product Managers as UX Enablers

26

Break Down Walls – Relationships Matter

  Don’t throw it over the wall!   Interdisciplinary collaboration

  Collaborative project planning

  Collaborative requirements and design sessions

  Sketchboards and design thinking

  Actually talk to people

  Trust

  Emotional literacy – know who you’re talking to and appreciate the context

  It takes time to build relationships…

  But your design iteration time will be reduced!

27

Support the Cause; Evangelize for User Research and UX Design   Doesn’t matter who’s doing the UX – you win   Repetition, data-driven points

  Invest time required for change

  Create an environment conducive to design and innovation

  Brown bags

  Conferences

  White boards

  Sharpies

  Relationships!

28

Learn, Adopt, and Encourage UX Techniques

  Design thinking approach   Agile and iterative

  Cross-disciplinary

  User-centric

  Methods worth adopting

  Personas, mental models, design principles and other user-centric models

  Usage scenarios/use cases

  Sketch boards, paper prototypes, and other collaborative design techniques

  User research as a part of the design process

  Allow design to inform requirements

  Simplify simplify simplify where you can

  Process guidelines to help organization cooperate

29

You’ve Got To Start Somewhere!

  Pick one thing to start with:   Invite a designer to collaborate on requirements

  Call a cross functional brainstorm

  Print out sketch templates

  Identify one piece of user feedback that would help your product

  Identify one type of project that would benefit from formalized UX process

  Share this presentation with coworkers

  Reach out to a UX agency or individual for help

  You don’t need to do it all yourself, but you need to enable it!

30

Referenced Resources

  The Designful Company: How to build a culture of nonstop innovation, Marty Neumeier

  Innovation Workshop, Marty Neumeier

  Switch: How to Change Things When Change is Hard, Chip Heath and Dan Heath

  Change by Design: How Design Thinking Transforms Organizations and Inspired Innovation, Tim Brown

  Inside Apple, Adam Lashinsky

Sketchboard Resources:   http://www.adaptivepath.com/ideas/sketchboards-discover-better-faster-ux-solutions

  http://www.youtube.com/watch?v=iVFTBj_BYy0

  http://www.slideshare.net/ugleah/sketchboards-prototypes-presentation

Persona Resources:

  http://www.cooper.com

31

Product Management Resources: 280 Group Website

32

Wrap Up

  Question & Answer   Giveaways!

  Product Management LifeCycle Toolkit™   One copy of each book

33

Contact Us

Mary Piontkowski mpiontkowski@macadamian.com Follow Macadamian on Twitter: @macadamianlabs

Brian Lawley CEO & Founder 280 Group LLC contact@280group.com Follow 280 Group on Twitter: @the280Group

34

35