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A Basic Intro to The Product Lifecycle Shira Luk-Zilberman Senior UX Architect | Indegy 18 Sep 2016

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Hi, I’m Shira

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Hi, I’m Shira • BSc MSc Computer Science (Atuda) • Serve in Cyber Security Unit (Matzov) • Programmer • Switched to UX after a few years • UX – Work with a lot of functions inside the company – Consulting - Work with a lot of companies, from different types • Geek • Mother

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• What is a “Product” • What is “High Tech Company” • How Products are Built • How Products are REALLY Built • My Insights • Time for Questions Agenda

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• Target audience is newcomers to the field • Putting all the pieces you might already know in place • Very broad 10,000 feet outlooks on things • There are many variations when you go deeper Before we dive in…

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• What is a “Product” • What is “High Tech Company” • How Products are Built • How Products are REALLY Built • My Insights • Time for Questions Agenda

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What is a “Product”

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• What is a “Product” • What is “High Tech Company” • How Products are Built • How Products are REALLY Built • My Insights • Time for Questions Agenda

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What is “High Tech Company”

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High Tech Company
 =
 Design Digital Products
 Build Them
 Sell Them 


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Company Functions

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Sales Product Operations Software Marketing Strategy Admin Company Functions (not Roles!) Strategic Finance Strategic Execution Strategic Guidance

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Company Titles & Roles

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Terms you May Know Sales Product Operations Software Marketing Strategy Admin Strategic Finance Strategic Execution Strategic Guidance CEO CFO Founder VP Sales BizDev HR Accounting IT Support COO CTO R&D QA VP Product UX VP Marketing Board of Directors

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• What is a “Product” • What is “High Tech Company” • How Products are Built • How Products are REALLY Built • My Insights • Time for Questions Agenda

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The Product Life Cycle

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The Product Life Cycle

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The Product Life Cycle

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The Product Life Cycle

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The Product Life Cycle

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The Product Life Cycle

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Products that Got Killed..

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Products that Lives On..

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• What is a “Product” • What is “High Tech Company” • How Products are Built • How Products are REALLY Built • My Insights • Time for Questions Agenda

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So… How Products are Built

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Sales Product Operations Software Marketing Strategy Admin Strategic Finance Strategic Execution Board of
 Directors

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Mockups and
 Specs Test Plan Build, Discuss, Iterate QA, Assess, Release Iterate Iterate Technical Task Breakdown Iterate Sell, Deploy, Support, Measure, Maintain…

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User 
 Needs Business Needs Technical Abilities Owner: VP Product Involved: 
 UX Customer Support
 Marketing
 Business Development R&D QA Outcome: Product Roadmap

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Product Roadmap Doc Owner: Product Involved: R&D, UX, QA, Bizdev, Marketing, Customer Support

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User 
 Needs Business Needs Technical Abilities

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Owner: Product Involved: Outcome: Product Requirements R&D UX QA Business Development Customer Support

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Product Requirements Doc Link Owner: Product Involved: R&D, UX, QA, Bizdev, Customer Support Login Screen Login Screen

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User 
 Needs Business Needs Technical Abilities Requirements Gathering

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Owner: Product Involved: Outcome: • Concept • Start of functional 
 specifications Solution Brainstorming R&D UX QA Business Development Customer Support

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Solution Brainstorming Owner: Product Involved: R&D, UX, QA, Bizdev, Customer Support

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Owner: Product Involved: UX Outcome: • Detailed flow charts • Description of states • Low-fidelity wireframes Solution Brainstorming Flows and Wireframes Iterate

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Flows and Wireframes Owner: Product Involved: UX

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Iterate

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Mockups and
 Specs Test Plan Technical Task Breakdown Owner: UX Involved: Graphic Design Outcome: • High-fidelity mockups • Specifications of layout 
 and behavior

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Mockups Owner: UX Involved:Graphic Design

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Specs Owner: UX Involved:Graphic Design

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Mockups and
 Specs Test Plan Technical Task Breakdown

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Mockups and
 Specs Owner: QA Team Lead Involved: Product UX R&D
 Outcome: Test Procedures Test Plan Technical Task Breakdown

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Test Plan Owner: QA Team Lead Involved: Product, UX, R&D

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Mockups and
 Specs Test Plan Technical Task Breakdown

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Mockups and
 Specs Owner: Software Team Lead Involved (potentially): 
 Server Dev Client Dev
 System Architect
 DBA
 Security Expert
 Network Eng.
 Dev Ops
 Outcome: Tasks for Development Test Plan Technical Task Breakdown

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Technical Task Breakdown Owner: Software Team Lead Involved: Server, Client, System Architect, DBA, Security, Network Eng., Dev Ops

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Mockups and
 Specs Test Plan Technical Task Breakdown

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Mockups and
 Specs Technical Task Breakdown Test Plan Owner: R&D Involved: Product UX QA
 Outcome: Code Build, Discuss, Iterate Iterate

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Build, Discuss, Iterate Owner: R&D Involved: Product, UX, QA

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Mockups and
 Specs Technical Task Breakdown Test Plan Build, Discuss, Iterate Iterate

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Mockups and
 Specs Technical Task Breakdown Test Plan Owner: QA Involved: Product UX
 R&D 
 Outcome: A Product Build, Discuss, Iterate QA, Assess, Release Iterate

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QA, Assess, Release Owner: QA Involved: Product, UX, R&D

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Mockups and
 Specs Technical Task Breakdown Test Plan Build, Discuss, Iterate QA, Assess, Release Iterate

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User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution Brainstorming Flows and Wireframes Mockups and
 Specs Technical Task Breakdown Test Plan Owner: Product Involved: 
 
 Marketing Sales Operations UX
 
 Outcome: Happy Clients, New Insights, Money Build, Discuss, Iterate QA, Assess, Release Market, Sell, Deploy, Support, Measure, Analyze …

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Market, Sell, Deploy, Support, Measure, Analyze … Owner: Product Involved: Marketing, Sales, Operations, UX

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• What is a “Product” • What is “High Tech Company” • How Products are Built • How Products are REALLY Built • My Insights • Time for Questions Agenda

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How are Products Really Built?

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• Successful product – On Time – On Budget – Customer is Happy • Extremely hard to achieve this It’s Hard to Build a Successful Product

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• Incomplete requirements • Changing requirements • Lack of user involvement • Unrealistic expectations • Lack of resources • Failures are covered up, ignored or rationalized • Build the wrong thing • Many more problems… It’s Hard to Build a Successful Product

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• What does work – Everyone on board with getting it right, from CEO to junior employee – Involving user all along the way – Organizational focus & alignment – No cutting corners (and paying the price) – Small, co-located team & good relationships It’s Hard to Build a Successful Product

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Summary

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• What is a “Product” • What is “High Tech Company” • How Products are Built • How Products are REALLY Built • My Insights Summary

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• Building products is fun, but can also be frustrating • Its really hard to get it right over time • Its like that for most of us.. Takeaways

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The Product Lifecycle Questions?

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• The type of company will affect your day to day experience – Startup vs Corporate – B2B vs B2C – Government vs Commercial – Organizational Culture – Personality of the people – More distinctions.. There are many types of companies

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• Fundraising – CEO • Finding Clients – CEO / VP Marketing • Design & Build the Product – VP Product / CTO Startup – at the beginning

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• Preserve existing clients & Find new ones – CEO / VP Marketing • Maintain the “flagship” products – CTO • Use earning to develop new products – CTO / VP Product Mature Company

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Sales Product Operations Software Marketing Strategy Admin Terms you probably heard about Strategic Finance Strategic Execution Board of
 Directors CEO CFO Founder Angel VC VP Product CTO VP Sales IPO IT HR BizDev Support Accounting COO R&D QA UX