Intro to The Product Lifecycle

858b5b3e4765fae6dd19603157f6c84f?s=47 UX Salon
September 28, 2016

Intro to The Product Lifecycle

The ability to create and use tools is one of mankind’s unique features. Almost every interaction we have with the world around us involves a tool that we use to manipulate our environment.

We use hundreds of different tools every day. Each of these tools is actually a “product” – an object or a service that were meant to achieve a certain goal for its user. And each of these products went through a manufacturing process until it reached the end user – somebody thought about it, designed it, build it and delivered it to the In the computer age, many physical products are transforming into digital products, and the new manufacturers of the world are the “high tech” companies. Digital products are becoming cheap

In this lecture, we will review the process of creating a digital product, and understand what are the different roles and functions that are involved in it. In addition, we will talk about an interesting phenomenon – why, in many cases, even after investing a great deal of time and quality personnel, the digital products around us do not provide a good user experience.

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Shira Luk-Zilberman is currently a senior user experience architect at Indegy, a leading industrial security startup. She previously worked at Netcraft and 5ive, Israel’s top ux consulting agencies. She completed a BSc and MSc in Computer Science, and was on a path towards a career in software engineering, before she realized that UX is far more interesting!

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UX Salon

September 28, 2016
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Transcript

  1. A Basic Intro to The Product Lifecycle Shira Luk-Zilberman Senior

    UX Architect | Indegy 18 Sep 2016
  2. Hi, I’m Shira

  3. 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
  4. • What is a “Product” • What is “High Tech

    Company” • How Products are Built • How Products are REALLY Built • My Insights • Time for Questions Agenda
  5. • 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…
  6. • What is a “Product” • What is “High Tech

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

  8. None
  9. None
  10. None
  11. None
  12. None
  13. None
  14. None
  15. • What is a “Product” • What is “High Tech

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

  17. None
  18. None
  19. None
  20. High Tech Company
 =
 Design Digital Products
 Build Them
 Sell

    Them 

  21. Company Functions

  22. Sales Product Operations Software Marketing Strategy Admin Company Functions (not

    Roles!) Strategic Finance Strategic Execution Strategic Guidance
  23. Company Titles & Roles

  24. 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
  25. • What is a “Product” • What is “High Tech

    Company” • How Products are Built • How Products are REALLY Built • My Insights • Time for Questions Agenda
  26. The Product Life Cycle

  27. The Product Life Cycle

  28. The Product Life Cycle

  29. The Product Life Cycle

  30. The Product Life Cycle

  31. The Product Life Cycle

  32. Products that Got Killed..

  33. Products that Lives On..

  34. • What is a “Product” • What is “High Tech

    Company” • How Products are Built • How Products are REALLY Built • My Insights • Time for Questions Agenda
  35. So… How Products are Built

  36. Sales Product Operations Software Marketing Strategy Admin Strategic Finance Strategic

    Execution Board of
 Directors
  37. 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…
  38. User 
 Needs Business Needs Technical Abilities Owner: VP Product

    Involved: 
 UX Customer Support
 Marketing
 Business Development R&D QA Outcome: Product Roadmap
  39. Product Roadmap Doc Owner: Product Involved: R&D, UX, QA, Bizdev,

    Marketing, Customer Support
  40. User 
 Needs Business Needs Technical Abilities

  41. User 
 Needs Business Needs Technical Abilities Requirements Gathering Owner:

    Product Involved: Outcome: Product Requirements R&D UX QA Business Development Customer Support
  42. Product Requirements Doc Link Owner: Product Involved: R&D, UX, QA,

    Bizdev, Customer Support Login Screen Login Screen
  43. User 
 Needs Business Needs Technical Abilities Requirements Gathering

  44. 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
  45. Solution Brainstorming Owner: Product Involved: R&D, UX, QA, Bizdev, Customer

    Support
  46. User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution

    Brainstorming
  47. 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
  48. Flows and Wireframes Owner: Product Involved: UX

  49. User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution

    Brainstorming Flows and Wireframes Iterate
  50. 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
  51. Mockups Owner: UX Involved:Graphic Design

  52. Specs Owner: UX Involved:Graphic Design

  53. User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution

    Brainstorming Flows and Wireframes Mockups and
 Specs Test Plan Technical Task Breakdown
  54. 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
  55. Test Plan Owner: QA Team Lead Involved: Product, UX, R&D

  56. User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution

    Brainstorming Flows and Wireframes Mockups and
 Specs Test Plan Technical Task Breakdown
  57. 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
  58. Technical Task Breakdown Owner: Software Team Lead Involved: Server, Client,

    System Architect, DBA, Security, Network Eng., Dev Ops
  59. User 
 Needs Business Needs Technical Abilities Requirements Gathering Solution

    Brainstorming Flows and Wireframes Mockups and
 Specs Test Plan Technical Task Breakdown
  60. 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
  61. Build, Discuss, Iterate Owner: R&D Involved: Product, UX, QA

  62. 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
  63. 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
  64. QA, Assess, Release Owner: QA Involved: Product, UX, R&D

  65. 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
  66. 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 …
  67. Market, Sell, Deploy, Support, Measure, Analyze … Owner: Product Involved:

    Marketing, Sales, Operations, UX
  68. • What is a “Product” • What is “High Tech

    Company” • How Products are Built • How Products are REALLY Built • My Insights • Time for Questions Agenda
  69. How are Products Really Built?

  70. None
  71. • Successful product – On Time – On Budget –

    Customer is Happy • Extremely hard to achieve this It’s Hard to Build a Successful Product
  72. • 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
  73. • 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
  74. Summary

  75. • What is a “Product” • What is “High Tech

    Company” • How Products are Built • How Products are REALLY Built • My Insights Summary
  76. • 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
  77. The Product Lifecycle Questions?

  78. None
  79. None
  80. • 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
  81. • Fundraising – CEO • Finding Clients – CEO /

    VP Marketing • Design & Build the Product – VP Product / CTO Startup – at the beginning
  82. • 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
  83. 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