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The Product Re Architecture

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Most efforts to re-architecture/re-engineer products become a nightmare when the development effort delays way beyond the original schedule, clients become disenchanted as the long awaited new …

Most efforts to re-architecture/re-engineer products become a nightmare when the development effort delays way beyond the original schedule, clients become disenchanted as the long awaited new features and capabilities don’t arrive and executives start to turn up the heat. This presentation address best practices to achieve success.


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  • 1. The Product Re-architecture:Lessons Learned From the Trenches to Avoid a Product Management Nightmare
    Tom Evans
    Lûcrum Marketing
  • 2. Why Re-Engineer/Re-architect? (1)
    Business Case
    Increase Revenue, Reduce Cost, Increase Profit, Improve Competitiveness, etc.
    Too expensive to maintain
    Architecture/technologies are obsolete
    Platforms, Integration technologies, Programming languages, User Interface
    Code has lost clear maintainable structure due to accumulation of changes
    • Suppliers out of business
    • 3. Reliability issues
    © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.
  • 4. WhyRe-Engineer/Re-architect? (2)
    Doesn’t support new market needs
    Scalability
    Integration into new systems/new technologies
    New business models (e.g., Browser, SaaS, etc.)
    Lacks flexibility/configurability to meet new user needs
    Security issues
    Needs of new markets
    Match competitive capabilities
    © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.
  • 5. Challenges to Re-architect
    What does it do?
    Complex Systems – nobody understands everything
    Current documentation – non-existent, out-of-date
    Understanding functions
    No longer used or obsolete
    Thrown in for one customer
    Customers never liked how it works
    Business need is unknown
    Maintain/Update old system while re-architecting
    Resource constraints
    Visible progress to customers
    © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.
  • 6. Steps to a Successful Re-architecture
    Justify via business case
    Complete functional analysis (Reverse Engineering)
    Determine new market needs that impact old functions
    Document new system requirements (user stories)
    Decide Re-engineering approach
    Engineering estimates
    Commit a team to re-architect
    Define plan for maintaining current system
    Determine release plan & timeline
    © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.
  • 7. Functional Analysis/Reverse Engineering
    Lack of commitment to this task is major cause for failure!
    Source: National Institute of Standards and Technology
    © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.
  • 8. Re-engineering Approaches
    © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.
  • 9. Plan to Maintain Current System
    Bugs must be fixed
    New features developed
    Competitive response, major customer needs, customer satisfaction, etc.
    Define criteria
    Which bugs to fix
    When to add new features
    When to lock down system
    Dedicated team to do this
    © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.
  • 10. Release Plan
    Some phased approach is required
    Which features/components are done when?
    Considerations
    Which customers are first?
    Can you segment customers by usage?
    Which features provide greatest coverage?
    How fast can you get which new features to market?
    What are competitive drivers?
    What strategic initiatives have to be supported?
    © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.
  • 11. Typical Pitfalls
    Failure to invest in early analysis
    Poor engineering estimates
    Continual slips due to new discoveries
    Lack of appreciation to degree of complexity
    Years of prior development
    Diverse usage/needs by customers
    Effort not properly resourced
    Lack of good project management
    Shifting resources between maintenance & re-architecture
    © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.
  • 12. Final Thoughts
    • Re-architecture is a must
    • 13. It is always harder and takes longer than expected
    • 14. Good analysis & planning is a must
    • 15. Management team must understand and be committed
    © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.
  • 16. Acknowledgements
    Baron Unbehagen, SVP Sales & Marketing, Postilion
    Rob Reesor, VP Product Development, Planview
    Software Re-engineering Report (NASA), by Dr. Linda H. Rosenberg - Unisys Federal Systems
    © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.
  • 17. Thank You!
    Tom Evans
    Lûcrum Marketing
    tevans@lucrum-marketing.com
    +1.512.961.5267
    © Copyright 2009 – The Lûcrum Group, Inc. All Rights Reserved.
  • 18. Thank You PCA Sponsors!