Understanding and Utilising the Product Lifecycle, GA London - 29 October 2012

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Slides from my class at General Assembly in London on 29 October 2012

Whether you sell physical products or not your users go through a set of stages from first hearing about you to hopefully becoming loyal customers. What they use (devices) and how they reach you (drivers) as well as where they arrive in your site (entry points) often changes depending on what stage of the lifecycle they are at, and so do their needs as well as the needs of the business.
Whether you work for an agency, a startup or established company, in this class you’ll learn why understanding and using your product lifecycle as a tool is one of the most valuable and simplest assets available to you. Starting with how to define your product lifecycle, we'll go through the step by step process of how to build it up into a fully fledged tool that can help you identify your user and business requirements across platforms and lifecycle stages.
We'll look at how this tool can be used to define KPIs as well as help you prioritise where you should put your emphasis in relation to business objectives and competitors' offerings. And as the cherry on the cake at the end of class you'll have an increased understanding of defining holistic experiences and the strategic aspects that goes into it.

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Understanding and Utilising the Product Lifecycle, GA London - 29 October 2012

  1. 1. UNDERSTANDING & UTILISING YOURPRODUCT LIFECYCLEby Anna Dahlström | London 29 October 2012 www.flickr.com/photos/nedrai/4078864039 www.annadahlstrom.com annadahlstrom
  2. 2. THIS IS THE ØRESUND BRIDGEwww.flickr.com/photos/dahlstroms/4411448782/
  3. 3. AGENDA 1. WHY 2. WHAT 3. AN EXAMPLE 4. PRACTICE 5. Q & Awww.flickr.com/photos/flatworldsedge/5151764959/
  4. 4. FIRST WHAT’S THIS ABOUTwww.flickr.com/photos/flatworldsedge/5151764959/
  5. 5. EVERY PRODUCT TELLS A STORYwww.flickr.com/photos/excomedia/sets/72157622519563566/with/5233990438
  6. 6. BUT ALSO HAS A GLORIFIED VERSIONwww.flickr.com/photos/jdhancock/7655807796/in/set-72157630744793044
  7. 7. AND WHAT WE CALL IDEAL WORLDwww.flickr.com/photos/jdhancock/7649587902/in/set-72157630744793044
  8. 8. HOW WE WOULD LIKE THINGS TO BEwww.flickr.com/photos/thomashawk/48414570
  9. 9. HOW THEY OFTEN ACTUALLY AREwww.flickr.com/photos/ronnieveg/5430091434
  10. 10. WE DO OUR BEST TO INCREASE THE ODDSwww.flickr.com/photos/johanneslundberg/4749264031
  11. 11. WE KNOW OUR USERS MAKE A JOURNEYwww.flickr.com/photos/yahnyahn/2996454839
  12. 12. FROM FIRST HEARING ABOUT USwww.flickr.com/photos/tomitapio/4053123799/in/photostream
  13. 13. TO BECOMING LOYAL USERS & FANShttp://www.flickr.com/photos/akarkhanis/4756186303
  14. 14. OUR AUDIENCE AT FIRST GLANCEhttp://jhonman.wordpress.com
  15. 15. ALL THINGS CONSIDERED IT IS MORE COMPLICATEDwww.robotshop.com/blog/where-is-wall-e-1391
  16. 16. DIVERSITY BASED ON NEEDSwww.flickr.com/photos/apeofjungle/408456929
  17. 17. DIVERSITY BASED ON EXPERIENCEwww.flickr.com/photos/telstar/7190299024
  18. 18. DIVERSITY BASED ON DEVICESwww.flickr.com/photos/jolives/2889944573/
  19. 19. DIVERSITY BASED ON GOALSwww.flickr.com/photos/angietorres/4564135455
  20. 20. HOW FAR THEY’VE MADE ITwww.flickr.com/photos/29312295@N06/4115844000
  21. 21. AND THAT LEADS US TO...www.flickr.com/photos/flatworldsedge/5151764959/
  22. 22. EVERY PRODUCT HAS A LIFECYCLEhttp://www.flickr.com/photos/srkkiran/6096554915/
  23. 23. WITH SPECIFIC STAGESwww.flickr.com/photos/wheatfields/504844510/in/photostream
  24. 24. THERE ARE MANY BUT E.G APURCHASE LIFE CYCLE Awareness Consideration Confirmation Purchase Support
  25. 25. BUT IT’S ALSO ABOUT THE BUSINESSwww.flickr.com/photos/pinkpurse/5355919491
  26. 26. THAT VISION & THE THE BOTTOM LINEwww.flickr.com/photos/davedugdale/5099605109/in/photostream
  27. 27. SOMETIMES CONFLICTING REQUIREMENTSwww.flickr.com/photos/icedsoul/3041770422
  28. 28. READY TO GOwww.flickr.com/photos/hleung/486414071
  29. 29. WE CAN’T ALWAYS SPRINTwww.flickr.com/photos/sumofmarc/7715536658/in/photostream
  30. 30. ABOUT FINDING THE RIGHT BALANCE & RYTHMwww.flickr.com/photos/johnnyenglish/3578258319
  31. 31. MAKE SURE WE PLAN OUR EFFORTwww.flickr.com/photos/jrees/3377614129
  32. 32. DEFINE WHERE TO ADD THE SPARKLESwww.flickr.com/photos/jox1989/5143301136
  33. 33. LOOK OUT FOR OBSTACLESwww.flickr.com/photos/kruger_otto/5581886586
  34. 34. HELP OUR USERS AS MUCH POSSIBLEwww.flickr.com/photos/ginnerobot/3557517450
  35. 35. IT GOES FAR FURTHER THAN BUYwww.flickr.com/photos/michaelholden/4148661236
  36. 36. LETS TAKE A LOOK...www.flickr.com/photos/flatworldsedge/5151764959/
  37. 37. DEFINING THESTAGES Awareness Consideration Confirmation Purchase Support
  38. 38. MAPPING IT WITHUSER STATES Awareness Consideration Confirmation Purchase Support Where do I I have a vague I know what it I know exactly start? idea should & shouldnt what I want have
  39. 39. OVERLAYING THEBUSINESS NEEDS BUSINESS NEEDS • Ensure users arent lost • Provide the user with a • Feature user reviews • Provide a store locator • FAQs that minimise the & converted on a comparison tool on the site number of customer competitors site services calls received Awareness Consideration Confirmation Purchase Support Where do I I have a vague I know what it I know exactly start? idea should & shouldnt what I want have
  40. 40. AND THEUSER NEEDS USER NEEDS • Background information • Clear route into the • Reassurance that I • Effortless • Easy access to and help & advice on where to products they are after have made the right completion of in times of trouble start choice their order BUSINESS NEEDS • Ensure users arent lost • Provide the user with a • Feature user reviews • Provide a store locator • FAQs that minimise the & converted on a comparison tool on the site number of customer competitors site services calls received Awareness Consideration Confirmation Purchase SupportWhere do I I have a vague I know what it I know exactlystart? idea should & shouldnt what I want have
  41. 41. ALSO ADDINGENTRY POINTS KEY ENTRY POINTS • Search (to page) • Search (to page) • Bookmark • Home page • Search (to page) • Home page • Home page • Home page • Bookmark USER NEEDS • Background information • Clear route into the • Reassurance that I • Effortless • Easy access to and help & advice on where to products they are after have made the right completion of in times of trouble start choice their order BUSINESS NEEDS • Ensure users arent lost • Provide the user with a • Feature user reviews • Provide a store locator • FAQs that minimise the & converted on a comparison tool on the site number of customer competitors site services calls received Awareness Consideration Confirmation Purchase SupportWhere do I I have a vague I know what it I know exactlystart? idea should & shouldnt what I want have
  42. 42. KEY DEVICES • Laptop • Laptop • iPad • Computer • Mobile • Mobile • iPad • Laptop KEY ENTRY POINTS KEY ENTRY POINTS • Search (to page) • Search (to page) • Bookmark • Home page • Search (to page)AND • Home page • Home page • Home page • BookmarkDEVICE USAGE USER NEEDS • Background information • Clear route into the • Reassurance that I • Effortless • Easy access to and help & advice on where to products they are after have made the right completion of in times of trouble start choice their order BUSINESS NEEDS • Ensure users arent lost • Provide the user with a • Feature user reviews • Provide a store locator • FAQs that minimise the & converted on a comparison tool on the site number of customer competitors site services calls received Awareness Consideration Confirmation Purchase SupportWhere do I I have a vague I know what it I know exactlystart? idea should & shouldnt what I want have
  43. 43. KEY DEVICES• Laptop • Laptop • iPad • Computer • Mobile• Mobile • iPad • Laptop KEY ENTRY POINTS KEY ENTRY POINTS• Search (to page) • Search (to page) • Bookmark • Home page • Search (to page)• Home page • Home page • Home page • Bookmark USER NEEDS• Background information • Clear route into the • Reassurance that I • Effortless • Easy access to and help & advice on where to products they are after have made the right completion of in times of trouble start choice their order BUSINESS NEEDS• Ensure users arent lost • Provide the user with a • Feature user reviews • Provide a store locator • FAQs that minimise the & converted on a comparison tool on the site number of customer competitors site services calls received Awareness Consideration Confirmation Purchase SupportWhere do I I have a vague I know what it I know exactlystart? idea should & shouldnt what I want have
  44. 44. AND AN EVEN CLOSER LOOK...www.flickr.com/photos/flatworldsedge/5151764959/
  45. 45. EXERCISE ONE - 10 MINS DEFINE THE LIFECYCLE & ITS STAGESwww.flickr.com/photos/icedsoul/3041770422
  46. 46. EXERCISE TWO - 15 MINS IDENTIFY BUSINESS & USER NEEDSwww.flickr.com/photos/icedsoul/3041770422
  47. 47. EXERCISE THREE - 10 MINS DRIVERS, ENTRY POINTS & DEVICESwww.flickr.com/photos/icedsoul/3041770422
  48. 48. EXERCISE FOUR - 15 MINS MAPPING YOUR EXPERIENCE GOALSwww.flickr.com/photos/icedsoul/3041770422
  49. 49. TO RECAPwww.flickr.com/photos/thecaucas/2597813380
  50. 50. THE LIFECYCLE HELPS YOU... • THINK THROUGH AN EXPERIENCE FROM START TO FINISH • IDENTIFY KEY BARRIERS & RISKS • PLAN EFFORT & PRIORITISATION OF REQUIREMENTS & FEATURES • ADDRESS AN INCREASINGLY COMPLEX WORLD • USEFUL IN WORKSHOPS TO GET STAKEHOLDERS INVOLVED • DO ONCE, USE AGAIN & AGAINwww.flickr.com/photos/thecaucas/2597813380
  51. 51. START BY... • IDENTIFY THE TYPE OF LIFECYCLE & IT’S STAGES • IDENTIFY & MAP USER & BUSINESS NEEDS • MAP DRIVERS & KEY ENTRY POINTS • MAP THE DEVICES THAT ARE USED • IDENTIFY BARRIERS FOR EACH STAGE • REVIEW USER & BUSINESS NEEDS • IDENTIFY KEY EXPERIENCE GOALS • MAP & DEFINE EXPERIENCE GOALS AGAINST LIFECYCLE STAGES & Y AXISwww.flickr.com/photos/thecaucas/2597813380
  52. 52. Thank you! QUESTIONS? annadahlstrom annadahlstrom www.annadahlstrom.comwww.flickr.com/photos/ucumari/304626330

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