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Intro to The Product Lifecycle

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!

UX Salon

September 28, 2016
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  1. A Basic Intro to The Product Lifecycle
    Shira Luk-Zilberman
    Senior UX Architect |
    Indegy
    18 Sep 2016

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  2. Hi, I’m Shira

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  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

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  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

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  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…

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  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

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  7. What is a “Product”

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  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

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  16. What is “High Tech Company”

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  20. High Tech Company

    =

    Design Digital Products

    Build Them

    Sell Them 


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  21. Company Functions

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

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  23. Company Titles & Roles

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  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

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  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

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  26. The Product Life Cycle

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  27. The Product Life Cycle

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  28. The Product Life Cycle

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  29. The Product Life Cycle

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  30. The Product Life Cycle

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  31. The Product Life Cycle

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  32. Products that Got Killed..

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  33. Products that Lives On..

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  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

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  35. So… How Products are Built

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

    Directors

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  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…

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

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  40. User 

    Needs
    Business
    Needs
    Technical
    Abilities

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

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  43. User 

    Needs
    Business
    Needs
    Technical
    Abilities
    Requirements
    Gathering

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  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

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

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  46. User 

    Needs
    Business
    Needs
    Technical
    Abilities
    Requirements
    Gathering
    Solution
    Brainstorming

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  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

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  48. Flows and Wireframes
    Owner:
    Product
    Involved:
    UX

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  49. User 

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

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  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

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  51. Mockups
    Owner: UX
    Involved:Graphic Design

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  52. Specs
    Owner: UX
    Involved:Graphic Design

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  53. User 

    Needs
    Business
    Needs
    Technical
    Abilities
    Requirements
    Gathering
    Solution
    Brainstorming
    Flows and
    Wireframes
    Mockups and

    Specs
    Test Plan
    Technical Task
    Breakdown

    View Slide

  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

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

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  56. User 

    Needs
    Business
    Needs
    Technical
    Abilities
    Requirements
    Gathering
    Solution
    Brainstorming
    Flows and
    Wireframes
    Mockups and

    Specs
    Test Plan
    Technical Task
    Breakdown

    View Slide

  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

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

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  59. User 

    Needs
    Business
    Needs
    Technical
    Abilities
    Requirements
    Gathering
    Solution
    Brainstorming
    Flows and
    Wireframes
    Mockups and

    Specs
    Test Plan
    Technical Task
    Breakdown

    View Slide

  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

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

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  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

    View Slide

  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

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

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  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

    View Slide

  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 …

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

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  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

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  69. How are Products Really Built?

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  70. View Slide

  71. • 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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  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

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  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

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  74. Summary

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  75. • 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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  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

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  77. The Product Lifecycle
    Questions?

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  78. View Slide

  79. View Slide

  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

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

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  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

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  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

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