Macadamian/280 group ux webinar

User Experience Design Within the Seven Phase Product Lifecycle

Mary Piontkowski Director, User Experience

Macadamian [email protected]

Brian Lawley CEO & Founder 280 Group LLC

[email protected]

Seven Phase Product Lifecycle © 2012, AIPMM Optimal Product Process ©2012, 280 Group LLC UX Experience ©Macadamian

Introductions

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Brian Lawley CEO & Founder 280 Group

Mary Piontkowski Director, User Experience Macadamian

Brian Lawley is the CEO and Founder of the 280 Group and the author three best-selling books, The Phenomenal Product Manager, Expert Product Management and 42 Rules of Product Management and is the former President of the Silicon Valley Product Management Association. Brian was awarded the Association of International Product Marketing Management award for Thought Leadership in Product Management, and has been featured on World Business Review and the Silicon Valley Business Report.

Mary Piontkowski, Macadamian’s Director, User Experience is a user experience specialist who has worked with high-profile companies such as Adaptive Path, Organic, and Macromedia. Through her strategic approach, creative expertise, and mastery of a variety methods for design and innovation, Mary has helped build robust experiences for Fortune 100 and 500 companies such as Macy's, Levi's, PayPal, Sun Microsystems, Hasbro, Sprint, AT&T, Allstate, and Microsoft.

Agenda

Background Seven Phase Product LifeCycle Optimal Product Process User-Centered Design in each Phase Product Managers as UX Enablers Q&A Drawing

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Seven Phase LifeCycle Book

- Everyone gets a copy - www.tinyurl.com/freeoppbook - Please share!

Housekeeping

Slides: URL will be emailed to everyone Interactive session Giveaways

Product Management LifeCycle Toolkit™ One copy of each book

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Helping companies deliver products that delight their customers and produce massive profits

Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books

™

Source: AIPMM

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

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One Phase Gate

Conceive Plan Develop Qualify Launch Market Retire

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Conceive Phase

Brainstorm Generate ideas Prioritize Choose

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Plan Phase

Strategy Market Research Competitive Analysis Business Case Market Needs Product Description Roadmap

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Develop Phase

Engineering Tradeoffs Adjustments

Schedule Feature Plans

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Qualify Phase

Internal Beta Early Customer Minor Adjustments

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Launch Phase

Announcement Availability Exposure Ramp Revenues

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Market Phase

Ongoing Programs Measure ROI Optimize

* AIPMM calls this phase Deliver

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Retire Phase

End of Life New Version Obsolescence

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User-‐Centered Design

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User-‐Centered Design in the Seven Phases

Audience Definition Information Design

Interaction Design

Visual Design

Ethnography Concept Testing Usability Testing and Data Analysis


Refine and Optimize

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Conceive Phase

Activities

" Ethnography, Interviews, Observation

" Secondary Research

" Competitive Feature Analysis

Deliverables:

" Personas

" Usage Scenarios

" Experience Maps and Models


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Plan Phase

Activities

" Sketch

" Feature Brainstorm, Inventory, Prioritization

Deliverables:

" Flows and Storyboards

" Site Maps

" Wireframes

" Functional Specifications

Conceive Plan Develop Qualify Launch Market Retire Plan

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Develop Phase

Activities

" Apply Look and Feel

" Usability Testing

" Design Adjustments

Deliverables:

" Visual Design

" Prototypes

Conceive Plan Develop Qualify Launch Market Retire Develop

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Qualify Phase

Activities

" Usability and Beta Testing

" Design Modifications

Deliverables:

" Updated Specifications

Conceive Plan Develop Qualify Launch Market Retire Qualify

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Launch Phase

Activities

" Usability Testing

" Data Analysis


Deliverables:


Conceive Plan Develop Qualify Launch Market Retire Launch

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Market Phase

Activities

" Usability Testing

" Data Analysis


" Ethnography, Interviews, Observation

" Secondary Research

" Competitive Feature Analysis

Deliverables:


" Updated Personas

" Updated Usage Scenarios

" Updated or New Experience Maps and Models

Conceive Plan Develop Qualify Launch Market Retire Market

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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

Product Managers as UX Enablers

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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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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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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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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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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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Product Management Resources: 280 Group Website

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Wrap Up

Question & Answer Giveaways!

Product Management LifeCycle Toolkit™ One copy of each book

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Contact Us

Mary Piontkowski [email protected] Follow Macadamian on Twitter: @macadamianlabs

Brian Lawley CEO & Founder 280 Group LLC [email protected] Follow 280 Group on Twitter: @the280Group

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