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How user experience fits into 280 Group's seven phase product lifecyle
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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
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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
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One Phase Gate
Conceive Plan Develop Qualify Launch Market Retire
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Conceive Phase
Brainstorm Generate ideas Prioritize Choose
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Plan Phase
Strategy Market Research Competitive Analysis Business Case Market Needs Product Description Roadmap
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Develop Phase
Engineering Tradeoffs Adjustments
Schedule Feature Plans
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Qualify Phase
Internal Beta Early Customer Minor Adjustments
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Launch Phase
Announcement Availability Exposure Ramp Revenues
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Market Phase
Ongoing Programs Measure ROI Optimize
* AIPMM calls this phase Deliver
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Retire Phase
End of Life New Version Obsolescence
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User-‐Centered Design
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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
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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
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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
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Develop Phase
Activities
" Apply Look and Feel
" Usability Testing
" Design Adjustments
Deliverables:
" Visual Design
" Prototypes
Conceive Plan Develop Qualify Launch Market Retire Develop
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Qualify Phase
Activities
" Usability and Beta Testing
" Design Modifications
Deliverables:
" Updated Specifications
Conceive Plan Develop Qualify Launch Market Retire Qualify
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Launch Phase
Activities
" Usability Testing
" Data Analysis
" Design Modifications
Deliverables:
" Updated Specifications
Conceive Plan Develop Qualify Launch Market Retire Launch
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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
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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
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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!
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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!
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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
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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!
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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
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Product Management Resources: 280 Group Website
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Wrap Up
Question & Answer Giveaways!
Product Management LifeCycle Toolkit™ One copy of each book
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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
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