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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
• 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
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].
Competitive 2x2 ExampleEaseofmigration
LowHigh
Low High
Enterprise readiness: Comprehensive SCM management tools + ALM coverage
Awesome B2B Enterprise
Software Code
Management product
from Company X
Beachhead market example
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
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
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.
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
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>
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 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
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
Streamed
content
page
Yes No
No Yes
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
Graphical Composition Example
@chenelaine blog.conceptspring.com
Thank you

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Product definition templates

  • 1. © 2015 ConceptSpring Elaine Chen Product definition templates and examples
  • 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. 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. Competitive 2x2 ExampleEaseofmigration LowHigh Low High Enterprise readiness: Comprehensive SCM management tools + ALM coverage Awesome B2B Enterprise Software Code Management product from Company X
  • 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. 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. 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. 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. 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. Workflows and storyboards example 11 1 2 3 4 5 6
  • 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
  • 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. 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