How a Product Goes from Concept to Reality

8/3/2019 How a Product Goes from Concept to Reality

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How a Product Goes from

Concept to Reality


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A Product is a feature or set of features thatenhance the customer experience.

The customer can be either a HauteLook member, an employee or anoutside vendor.

The features can be anything from changing a line of copy or color of abutton to entire new lines of business, such as Daily Deals and Gift

Cards.

What is a Product?


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The Team that works on a product canvary from one to the next

The core Team that will always work on a product is: Product Management Development Quality Assurance (QA)

In addition there might be: Database Architect User Experience (UX) Design Graphical User Interface (UI) Design Release Engineer

Who works on a Product?

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Product Management Team - mission

Our mission is to create features and experiences that delightmembers, generate revenue and value, and position HauteLook as the

leader in our space.


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Building products and features to support many stakeholders..

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ProductManager

Execuves

BrandSales

Markeng

TechnologyMemberCare

Operaons

Members


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The Extended Teamand Process

Operaons/Finance

PR/BrandPosioning

MemberCommunicaons

Development

QA

Design

Crossdeptimpacts?

Changestoprocessor

adminsystemneeded?

Producedesignsand

mockups,consultonUE

Posi:oningwithmembers,

withpress

Separateemail

announcement?Inclusion

indailyemailorSunday

newsleer?

Technicalbuild

Buildtes:ng,regression

tes:ng,crossplaorm

tes:ng(iPhone,iPad,

mobile,Facebook)

ProductManager

Execuves

BrandSales

Markeng

TechnologyMemberCare

Operaons

Members

ProductManager


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Theprocess:

1. Runninglistofideas2. Roughlyesmatelevelofeffortneeded3. Reviewdetailswithexecsasneededforsignoff4. Execuvepriorizaonofiniaves5. Compeveanalysis,designexploraon,wireframes6. Markengandcommunicaonsplan7. ProductSpecificaonsDocumentsasneeded8. Userstories(JIRA)9.

Mockups10. Markengplan

11. Developmentcycles/sprints12. QAtesngonsixdifferentoperangsystemsandseven

differentbrowsers,resulngin~30differentconfiguraons:

OS:WindowsXP,Vista,7.MacOS10.4,10.5,10.6 Browsers:IE6,7,8.Safari4,5.Chrome6.Firefox3.6.

13. Releaseplanning/training14. Releasetoproducon15. Postreleasemonitoring


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AllCAPSinnav

Tealaccentcolor

UpcomingEventshidden

Alotofrepeanginformaon

Ingeneral:

Heavyvisualblocksbothinnavandonmainpage

ToomuchvisualnoiseNonstandardnavigaontoUpcomingEvents

Sample Design Project UI (user interface) Heavy


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Soervisualdesignandintroduconofgreenaccentcolor

NewbuondesignacrosssiteRemovalofbrandlogosonheroesand%off

AddedshorteventdescriponNewsimplernavandsalutaon(Welcome)

Upcomingsaleeventscalendardisplayedwithoutclicking

Introducedhierarchyofnewesteventsversuseventsending

soon

New User Interface! Improvements to Design, IA (information architecture) and navigation


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We follow the Agile Manifesto

We are uncovering better ways of developing software by doing it and helping

others do it. Through this work we have come to value: Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan

That is, while there is value in the items on the right, we value the items on theleft more.

Simply put, we want to eliminate roadblocks and be flexible to getthings done faster.

Agile Development Manifesto

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Really big Products (large sets of features) require our quarterlycorporate prioritization, where the executive team decides in whatorder they should be worked on.

Products of this size follow a development process called SCRUM. Smaller Products (single features or small sets of related features) are

prioritized weekly by your peers who suggested their own products. Products of this size follow a process called Kanban

Products Come in Different Sizes

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Comes from a Rugby term for this: Basic idea is a team working

closely together to advance theproduct development in small

incremental moves

Divide the product into smallerpieces that can be done in ~2weeks (called a Sprint) andreleased to the world after eachsprint

Meet daily in a room to ensureprogress is continuing as planned

SCRUM

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Japanese for Card Board Originally a manufacturing process

from laying out individual tasks that

something must flow through Applied to software development to

follow the steps that any feature

must take to get completed andreleased

Each item must be able to flowindividually across the board

Kanban

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ProductDesign

DevelopmentQualityAssurance

UserAcceptanceTesng

Release

Our Basic Flow of Software Development

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First a group of developers meet tohave an engineering discussion and

decide what needs to be built and

generally how to do it If it requires new data to be stored, we have to bring in our database

architect to design what the storage of data will look like There is then two levels of development that occurs:

Service Layer

How the data is accessed, business logic is applied and delivered in raw form

View Layer What the end user sees and how they interact with the data

Development

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Just as important as building something isensuring it works for all usage

QA Engineers will work with the Product Managersto understand all the requirements and write aTest Plan

A Test Plan is made up of Test Cases which are all of the different wayssomething can be interacted and the different data input

They test for both good cases (the correct data was input) and bad cases(the incorrect data was input, and therefore an error should show)

If possible the tests are automated to be run again and again Once all known test cases are passed the product is approved

Quality Assurance

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QA came up with all of the technical tests,but does it actually look and feel right?

User Acceptance Testing is done by Product tomake sure that it does

The Look is the layout, font, colors, and images used The Feel is the way buttons and fields and the page reacts when used When this is passed as matching the original design, then the product

is finally approved for release

User Acceptance Testing

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Release is the process of getting the newcode and assets (images, fonts) out into the world for the customer tosee the product

A release engineer does a process called a build where the code ispackaged up and pushed out to our servers (approximately 250)

The assets are then pushed out to our Content Delivery Network(Akamai) who hosts them as close to the end user as possible asthese are the larger download pieces and that closeness means time

savings Once the build is done and assets are pushed, the developer and QA

will Certify the release that it is working as intended

Release

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Almost as important as the product releaseitself is the follow-up

We will look at analytical data on the usage,get customer feedback and determine if the product release met theneeds of the customer

If additional modifications are needed, a post-release cycle will occurto resolve any bugs or enhancements

Follow-Up

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In some cases the product change is testedto see whether it is actually an improvement

This is called an A/B or Multivariate test (A) is the control group that gets the original experience, whereas (B)

or even (C) will get a different experience being tested Analytics are compared throughout the length of the test to find the

winner (the one that performed the best) The winner is the one that is released to all, and/or another test is

started

A/B Test

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