How user experience fits into 280 Group's seven phase product lifecyle

1. User Experience Design Within the Seven Phase
Product Lifecycle
Mary Piontkowski
Director, User Experience
Macadamian
mpiontkowski@macadamian.com
Brian Lawley
CEO & Founder
Seven Phase Product Lifecycle © 2012, AIPMM
Optimal Product Process ©2012, 280 Group LLC 280 Group LLC
UX Experience ©Macadamian contact@280group.com

2. Introductions
Brian Lawley Mary Piontkowski
CEO & Founder Director, User Experience
280 Group Macadamian
Brian Lawley is the CEO and Founder of Mary Piontkowski, Macadamian’s
the 280 Group and the author three Director, User Experience is a user
best-selling books, The Phenomenal experience specialist who has worked
Product Manager, Expert Product with high-profile companies such as
Management and 42 Rules of Product Adaptive Path, Organic, and
Management and is the former President Macromedia. Through her strategic
of the Silicon Valley Product approach, creative expertise, and
Management Association. Brian was mastery of a variety methods for
awarded the Association of International design and innovation, Mary has
Product Marketing Management award helped build robust experiences for
for Thought Leadership in Product Fortune 100 and 500 companies such
Management, and has been featured on as Macy's, Levi's, PayPal, Sun
World Business Review and the Silicon Microsystems, Hasbro, Sprint, AT&T,
Valley Business Report. Allstate, and Microsoft.
Confidential 4/30/12 2

3. 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

4. Seven Phase LifeCycle Book
- Everyone gets a copy
- www.tinyurl.com/freeoppbook
- Please share!

5. Housekeeping
 Slides: URL will be emailed to everyone
 Interactive session
 Giveaways
 Product Management LifeCycle Toolkit™
 One copy of each book
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6. Helping companies deliver products that delight their
customers and produce massive profits™
Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books

7. 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
One Phase Gate
Conceive Plan Develop Qualify Launch Market Retire
Source: AIPMM
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8. Conceive Phase
 Brainstorm
 Generate ideas
 Prioritize
 Choose
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9. Plan Phase
 Strategy
 Market Research
 Competitive Analysis
 Business Case
 Market Needs
 Product Description
 Roadmap
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10. Develop Phase
 Engineering
 Tradeoffs
 Adjustments
 Schedule
 Feature
 Plans
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11. Qualify Phase
 Internal
 Beta
 Early Customer
 Minor Adjustments
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12. Launch Phase
 Announcement
 Availability
 Exposure
 Ramp Revenues
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13. Market Phase
 Ongoing Programs
 Measure ROI
 Optimize
* AIPMM calls this phase Deliver
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14. Retire Phase
 End of Life
 New Version
 Obsolescence
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16. 16

17. User-­‐Centered
Design
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18. User-­‐Centered
Design
in
the
Seven
Phases
Conceive Plan Develop Qualify Launch Market Retire
Audience Definition Information Design Visual Design Refine and Optimize
Interaction Design
Ethnography Concept Testing Usability Testing and Data Analysis
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19. Conceive Phase
Conceive Plan Develop Qualify Launch Market Retire
Activities
" Ethnography, Interviews, Observation
" Secondary Research
" Competitive Feature Analysis
Deliverables:
" Personas
" Usage Scenarios
" Experience Maps and Models
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20. Plan Phase
Conceive Plan
Plan Develop Qualify Launch Market Retire
Activities
" Sketch
" Feature Brainstorm, Inventory, Prioritization
Deliverables:
" Flows and Storyboards
" Site Maps
" Wireframes
" Functional Specifications
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21. Develop Phase
Conceive Plan Develop
Develop Qualify Launch Market Retire
Activities
" Apply Look and Feel
" Usability Testing
" Design Adjustments
Deliverables:
" Visual Design
" Prototypes
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22. Qualify Phase
Conceive Plan Develop Qualify
Qualify Launch Market Retire
Activities
" Usability and Beta Testing
" Design Modifications
Deliverables:
" Updated Specifications
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23. Launch Phase
Conceive Plan Develop Qualify Launch
Launch Market Retire
Activities
" Usability Testing
" Data Analysis
" Design Modifications
Deliverables:
" Updated Specifications
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24. Market Phase
Conceive Plan Develop Qualify Launch Market
Market Retire
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
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25. 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
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26. Product Managers as UX Enablers
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27. 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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28. 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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29. 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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30. 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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31. 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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32. Product Management Resources: 280 Group Website
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33. Wrap Up
 Question & Answer
 Giveaways!
 ProductManagement LifeCycle Toolkit™
 One copy of each book
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34. 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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