Building a Multi-Platform Product Quickly at The Wall Street Journal

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Case study about The Wall Street Journal’s recently released SmartMoney Retirement Planner application built for 3 devices.

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Building a Multi-Platform Product Quickly at The Wall Street Journal

  1. 1. BUILDING A PRODUCT ONMULTIPLE PLATFORMSJoe PfeifferSr. Product Manager@jpfeiffer
  2. 2. Agenda• Audience & Brand• Goals• Constraints• Requirements• Platforms • Tablet Specific Requirements• The App• Marketing• Schedule• Metrics 2
  3. 3. Audience & Brand• SmartMoney is the personal finance magazine of The Wall Street Journal• Average Reader • Male • High Income ($150,000 +) • 56 Yrs Old • Within 10 Yrs of retirement• Large editorial focus on Retirement, Top 10 Things, Consumer Spending 3
  4. 4. Strategy• Why Multiple Platforms • Website redesign after acquiring full stake in SmartMoney • Tap in to younger audience • Wanted to try HTML5 as a way to get across multiple platforms • Reader survey showed interest in tablet and mobile devices • Able to influence financial advisers and other taste makers • Retirement is a fast growing area • Advertiser interest 4
  5. 5. Goals• Help visualize how working, saving and spending decisions can help you afford the retirement you want• Start with your age and income to get a broad overview • add more detail to get more specific• Available anywhere you would normally work on planning your personal finances • Not on mobile • Tablet is a must • Web site is a must 5
  6. 6. Constraints• Time: Wanted to build the app and have it available to launch with a website redesign in June 2011• Web site development team is already well versed in HTML/CSS, mobile development team had more limited bandwidth• Take advantage of new design work for the website being used for the app• Naming / branding 6
  7. 7. Requirements• An immediate yes/no answer on if you can retire after entering 4 basic things • your age • salary • retirement age • How much you save• Graphical representation that shows how much you are saving leading up to retirement as well as how you can spend after you retire• Advanced capability to fill in all your assets, calculate spending scenarios, and adjust default settings such as tax rates, inflation and growth/return rates 7
  8. 8. Tablet Specific RequirementsiPad Specific Android Specific• Touch optimization • Various screen sizes• Commerce Rules • Development Time• Submission Process • Input Boxes• Input Boxes 8
  9. 9. The Team• 2 Product Managers (Web + Mobile)• 1 Editorial Lead (Architect)• 3 Designers• 2 Information Architects• 1 Development Director • 2 Developers (1 front end / 1 backend) 9
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  14. 14. Marketing• Launched June 17th, 2011• Apple iTunes App Store • 4 stars • 91 reviews• Android Market • 2 stars • 1 review • Not on Amazon Market• Promoted in House Ads on the Website• Full page print ad in SmartMoney magazine• Smaller print ad in The Wall Street Journal 14
  15. 15. ScheduleFebruary 21st : Began brainstorming and requirements gatheringMarch 10th : Initial designsMarch 24th : Working prototypeApril 1st : Name legally approved
April 13th : SEO ReviewApril 14th : PR BriefingApril 24th : Analytics ImplementedApril / May : QA TestingRest of May : Improved usability and performanceJune 17th : Actual LaunchSept 6th : 1.0.1 Update 15
  16. 16. Localytics 16
  17. 17. Joe Pfeiffer - @jpfeifferTHANK YOU 17

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