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© 2015 ConceptSpring
Elaine Chen
Product definition templates and examples
Product Definition Artifacts
• Positioning Statement Template
• Competitive 2x2 Example
• Beachhead market example
• Perso...
Positioning Statement Template
• For [target customer]
• Who wants/needs [a compelling reason to buy]
• The [product name]...
Competitive 2x2 ExampleEaseofmigration
LowHigh
Low High
Enterprise readiness: Comprehensive SCM management tools + ALM cov...
Beachhead market example
Persona Example
2013 Revenue:
$4.2B
Headcount:
362,000
BU Headcount:
700
Jim’s team
300
Behaviors
• Reports to the BU Gene...
Enterprise buyer persona list
Persona name Role Example (B2B SCM
software product)
The Economic
Buyer
The person with the ...
High level product spec example
Zeo MobileZeo 2.0 Bedside Display
Universal Bluetooth Headband
Zeo Sleep
Hub
Environmental...
The 18 month roadmap
9
Year X Year X+1
Q3 Q4 Q1 Q2 Q3 Q4
Zeemote JS Product line
JS1 improvements
JS1.1
JS2
JS3 feasibilit...
Release Planning Checklist
• Release Theme:
– <Brief description of why this release exists>
• Key workflows supported:
– ...
Workflows and storyboards example
11
1 2 3
4 5 6
As a… I want to… So that…
Teacher have parents reinforce the content we cover at
school
the child has a consistent learnin...
13
https://help.rallydev.com/sites/default/files/multimedia/user_story_callouts.png
UX Flow chart example
Splash screen
Setup
First run?
Content home
Skip sign
up?
Sign up
Audio book
page
Local
content
page...
Wireframe examples
Splash screen
Graphic that shows iOS
experience
Setup
x
x
First name: *
Email: *
Welcome to Playrific, ...
Graphical Composition Example
@chenelaine blog.conceptspring.com
Thank you
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Product definition templates

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Some templates and examples for useful artifacts that help define a new product in a lightweight manner

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Product definition templates

  1. 1. © 2015 ConceptSpring Elaine Chen Product definition templates and examples
  2. 2. Product Definition Artifacts • Positioning Statement Template • Competitive 2x2 Example • Beachhead market example • Persona example • Enterprise persona list and examples • High level product spec example • Product roadmap example • Release planning checklist • Workflows and storyboards (user centric) • User stories (user centric) • UX Flow chart example • Wireframe examples • Graphical composition example
  3. 3. Positioning Statement Template • For [target customer] • Who wants/needs [a compelling reason to buy] • The [product name] is a [product category] • That provides [these key benefits]. • Unlike [the main competitor], • The [product name] [provides these key differentiation points].
  4. 4. Competitive 2x2 ExampleEaseofmigration LowHigh Low High Enterprise readiness: Comprehensive SCM management tools + ALM coverage Awesome B2B Enterprise Software Code Management product from Company X
  5. 5. Beachhead market example
  6. 6. Persona Example 2013 Revenue: $4.2B Headcount: 362,000 BU Headcount: 700 Jim’s team 300 Behaviors • Reports to the BU General Manager • Manages the software organization (all aspects) and the associated budget • Technically the best guy on staff • Makes all key decisions on tools and systems for developers in his business unit Demographics • 48 years old • Ph.D. in Computer Science from MIT • Has been managing teams for 15 years. Hands on. Still writes code every day. • Married with high school children • Drives a Toyota Prius • Carries a Samsung Note Needs and goals • He wants his team to turn out the very best code and is willing to pay a premium price for the best tools to support himself and his people
  7. 7. Enterprise buyer persona list Persona name Role Example (B2B SCM software product) The Economic Buyer The person with the budget. Typically high ranking with broad executive responsibilities. Often not the person who does the due-diligence for adopting a new enterprise solution – relies on a trusted subordinate for data. Director of Software for a Biz Unit developing product life cycle management software (170 direct reports) The Champion The person who identifies a new need, does the comparative analysis, picks a winner and recommends it to the economic buyer Senior Manager, DevOps Influencer #1 A person whose input is incorporated Chief Architect Influencer #2 A person whose input is incorporated Software Developer Influencer #3 A person whose input is incorporated SQA Manager The Veto Power Someone whose opinion can kill the deal CTO; Chief Architect End User #1 A person who uses the product Chief Architect End User #2 A person who uses the product Software Developer
  8. 8. High level product spec example Zeo MobileZeo 2.0 Bedside Display Universal Bluetooth Headband Zeo Sleep Hub Environmental Sensor Accessory Secondary Headband Other Sensor Accessories The Universal Headband measures sleep quality continuously by recording and analyzing EEG data through the night. The bedside display can show the user their sleep graph from the previous night. It also uploads the data via WiFi. This device can also connect to other Bluetooth sensors in the future. The Zeo mobile application can show the user their sleep graph. It also uploads data via a WiFi or Cellular connection. The Zeo Sleep Hub is a data aggregation, visualization and analytics engine in the cloud In the morning, the data is sent via Bluetooth to either a bedside display or a mobile device.
  9. 9. The 18 month roadmap 9 Year X Year X+1 Q3 Q4 Q1 Q2 Q3 Q4 Zeemote JS Product line JS1 improvements JS1.1 JS2 JS3 feasibility SDK's Java SDK Blackberry SDK Symbian SDK Beta Zeekey application Zeekey for S60 Zeekey for BlackBerry
  10. 10. Release Planning Checklist • Release Theme: – <Brief description of why this release exists> • Key workflows supported: – <List key user workflows supported> – <If applicable, include illustrative video footage or images > • User stories: – <Force-ranked user stories including engineering estimates> – <Any cross dependencies should be noted e.g. UX design assets> • Sprint plan: – <User stories organized by sprint, prioritized by engineering> • SQA/Validation plan: – <Develop test cases by user story and by overall workflow> – <Develop test strategy and plan for final validation and release management> • Release management: – <For web deployments: Develop and follow staging and production go-live procedures> – <For mobile deployments: Plan for approval timeline> – <For embedded deployments: Develop a procedure release software image to manufacturing> • Release launch plan: – <Product Marketing plans to publicize the release via multiple channels and to provide training to sales staff and to customers as needed>
  11. 11. Workflows and storyboards example 11 1 2 3 4 5 6
  12. 12. As a… I want to… So that… Teacher have parents reinforce the content we cover at school the child has a consistent learning experience at home and at school Teacher tailor the content for a classroom according to my curriculum the children progresses through learning materials in the right order Mom control the content my child sees my child is getting educational content while being entertained Mom have the content automatically refresh based on guidelines I set my child will not get bored and instead will stay engaged with learning new things Mom make sure my child does not accidentally go to the wrong sites on the internet my child sees only age appropriate content that I approve him to see Mom have my child be able to use the media player all by himself without help from me I can have enough time to complete small tasks while my child is playing with the media player Mom be able to run Playrific on my iPhone I can keep my child entertained during a busy day of errands Mom be able to view movies I loaded on my phone from the Playrific viewer my child can enjoy the content I choose for her while we are on the go Mom be able to play audio books that I have purchased for my iPhone from the Playrific viewer my child can keep learning even when we are on the go Mom minimize mobile broadband data charges I won't have a heart attack when I get the phone bill. Mom minimize battery usage by the Playrific viewer I can still make calls after my child uses my phone Child have fun and engaging things to look at and games to play I won't get bored User stories examples
  13. 13. 13 https://help.rallydev.com/sites/default/files/multimedia/user_story_callouts.png
  14. 14. UX Flow chart example Splash screen Setup First run? Content home Skip sign up? Sign up Audio book page Local content page Streamed content page Yes No No Yes
  15. 15. Wireframe examples Splash screen Graphic that shows iOS experience Setup x x First name: * Email: * Welcome to Playrific, a content curator and viewer for young children. Please take a moment to set up your child’s information, add offline content if you like, and they will be ready to play! DoneView tutorial Allow 3G streaming ON Automatic update ON Add local content > Show online content ON xLast name: * xChild’s DOB: * My contentBack Audio books > Camera Roll movies > Audio booksBack Title Subtitle 3:02:55 Title Subtitle 3:02:55 Title Subtitle 3:02:55 Add - - - Add Audio BookBack Title Subtitle > 3:02:55 Title Subtitle > 3:02:55 Title Subtitle > 3:02:55 Title Subtitle > 3:02:55 Title Subtitle > 3:02:55 Title Subtitle > 3:02:55 - Camera roll movies Back Add - - - Add MovieBack Camera roll Media area Swipe to go to next page Tap each square to enter media player
  16. 16. Graphical Composition Example
  17. 17. @chenelaine blog.conceptspring.com Thank you

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