Macadamian/280 group ux webinar


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How user experience fits into 280 Group's seven phase product lifecyle

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Macadamian/280 group ux webinar

  1. 1. User Experience Design Within the Seven Phase Product Lifecycle Mary Piontkowski Director, User Experience Macadamian Brian Lawley CEO & FounderSeven Phase Product Lifecycle © 2012, AIPMMOptimal Product Process ©2012, 280 Group LLC 280 Group LLCUX Experience ©Macadamian
  2. 2. Introductions Brian Lawley Mary Piontkowski CEO & Founder Director, User Experience 280 Group Macadamian Brian Lawley is the CEO and Founder of Mary Piontkowski, Macadamian’s the 280 Group and the author three Director, User Experience is a user best-selling books, The Phenomenal experience specialist who has worked Product Manager, Expert Product with high-profile companies such as Management and 42 Rules of Product Adaptive Path, Organic, and Management and is the former President Macromedia. Through her strategic of the Silicon Valley Product approach, creative expertise, and Management Association. Brian was mastery of a variety methods for awarded the Association of International design and innovation, Mary has Product Marketing Management award helped build robust experiences for for Thought Leadership in Product Fortune 100 and 500 companies such Management, and has been featured on as Macys, Levis, PayPal, Sun World Business Review and the Silicon Microsystems, Hasbro, Sprint, AT&T, Valley Business Report. Allstate, and Microsoft. Confidential 4/30/12 2
  3. 3. Agenda  Background  Seven Phase Product LifeCycle  Optimal Product Process  User-Centered Design in each Phase  Product Managers as UX Enablers  Q&A  Drawing Confidential 4/30/12 3
  4. 4. Seven Phase LifeCycle Book-  Everyone gets a copy-  Please share!
  5. 5. Housekeeping  Slides: URL will be emailed to everyone  Interactive session  Giveaways   Product Management LifeCycle Toolkit™   One copy of each book 5
  6. 6. Helping companies deliver products that delight their customers and produce massive profits™Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books
  7. 7. Seven Phase LifeCycle™   Phase: Stage in the product lifecycle   Gate: Critical decision point ending a phase, and starting the next   Product LifeCycle: phases from conceive to retire One Phase Gate Conceive Plan Develop Qualify Launch Market RetireSource: AIPMM 7
  8. 8. Conceive Phase   Brainstorm   Generate ideas   Prioritize   Choose 8
  9. 9. Plan Phase   Strategy   Market Research   Competitive Analysis   Business Case   Market Needs   Product Description   Roadmap 9
  10. 10. Develop Phase   Engineering   Tradeoffs   Adjustments   Schedule   Feature   Plans 10
  11. 11. Qualify Phase   Internal   Beta   Early Customer   Minor Adjustments 11
  12. 12. Launch Phase   Announcement   Availability   Exposure   Ramp Revenues 12
  13. 13. Market Phase   Ongoing Programs   Measure ROI   Optimize * AIPMM calls this phase Deliver 13
  14. 14. Retire Phase   End of Life   New Version   Obsolescence 14
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  17. 17. User-­‐Centered  Design   17
  18. 18. User-­‐Centered  Design  in  the  Seven  Phases     Conceive Plan Develop Qualify Launch Market RetireAudience Definition Information Design Visual Design Refine and Optimize Interaction Design Ethnography Concept Testing Usability Testing and Data Analysis 18
  19. 19. Conceive Phase Conceive Plan Develop Qualify Launch Market RetireActivities"  Ethnography, Interviews, Observation"  Secondary Research"  Competitive Feature AnalysisDeliverables:"  Personas"  Usage Scenarios"  Experience Maps and Models 19
  20. 20. Plan Phase Conceive Plan Plan Develop Qualify Launch Market RetireActivities"  Sketch"  Feature Brainstorm, Inventory, PrioritizationDeliverables:"  Flows and Storyboards"  Site Maps"  Wireframes"  Functional Specifications 20
  21. 21. Develop Phase Conceive Plan Develop Develop Qualify Launch Market RetireActivities"  Apply Look and Feel"  Usability Testing"  Design AdjustmentsDeliverables:"  Visual Design"  Prototypes 21
  22. 22. Qualify Phase Conceive Plan Develop Qualify Qualify Launch Market RetireActivities"  Usability and Beta Testing"  Design ModificationsDeliverables:"  Updated Specifications 22
  23. 23. Launch Phase Conceive Plan Develop Qualify Launch Launch Market RetireActivities"  Usability Testing"  Data Analysis"  Design ModificationsDeliverables:"  Updated Specifications 23
  24. 24. Market Phase Conceive Plan Develop Qualify Launch Market Market RetireActivities"  Usability Testing"  Data Analysis"  Design Modifications"  Ethnography, Interviews, Observation"  Secondary Research"  Competitive Feature AnalysisDeliverables:"  Updated Specifications"  Updated Personas"  Updated Usage Scenarios"  Updated or New Experience Maps and Models 24
  25. 25. Retire Phase Conceive Plan Develop Qualify Launch Market Retire RetireActivities"  Post mortemDeliverables:"  Post Mortem Report "  UX process/elements to use in future products "  UX process/elements to avoid for future products 25
  26. 26. Product Managers as UX Enablers 26
  27. 27. Break Down Walls – Relationships Matter  Don’t throw it over the wall!  Interdisciplinary collaboration   Collaborative project planning   Collaborative requirements and design sessions   Sketchboards and design thinking  Actually talk to people  Trust  Emotional literacy – know who you’re talking to and appreciate the context  It takes time to build relationships…  But your design iteration time will be reduced! 27
  28. 28. Support the Cause; Evangelize for User Research and UXDesign  Doesn’t matter who’s doing the UX – you win  Repetition, data-driven points  Invest time required for change  Create an environment conducive to design and innovation   Brown bags   Conferences   White boards   Sharpies   Relationships! 28
  29. 29. Learn, Adopt, and Encourage UX Techniques  Design thinking approach   Agile and iterative   Cross-disciplinary   User-centric  Methods worth adopting   Personas, mental models, design principles and other user-centric models   Usage scenarios/use cases   Sketch boards, paper prototypes, and other collaborative design techniques   User research as a part of the design process   Allow design to inform requirements   Simplify simplify simplify where you can   Process guidelines to help organization cooperate 29
  30. 30. You’ve Got To Start Somewhere!  Pick one thing to start with:   Invite a designer to collaborate on requirements   Call a cross functional brainstorm   Print out sketch templates   Identify one piece of user feedback that would help your product   Identify one type of project that would benefit from formalized UX process   Share this presentation with coworkers   Reach out to a UX agency or individual for help  You don’t need to do it all yourself, but you need to enable it! 30
  31. 31. Referenced Resources  The Designful Company: How to build a culture of nonstop innovation, Marty Neumeier  Innovation Workshop, Marty Neumeier  Switch: How to Change Things When Change is Hard, Chip Heath and Dan Heath  Change by Design: How Design Thinking Transforms Organizations and Inspired Innovation, Tim Brown  Inside Apple, Adam LashinskySketchboard Resources: Resources: 31
  32. 32. Product Management Resources: 280 Group Website 32
  33. 33. Wrap Up  Question & Answer  Giveaways!   ProductManagement LifeCycle Toolkit™   One copy of each book 33
  34. 34. Contact UsMary Piontkowskimpiontkowski@macadamian.comFollow Macadamian on Twitter: @macadamianlabsBrian LawleyCEO & Founder280 Group LLCcontact@280group.comFollow 280 Group on Twitter: @the280Group 34
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