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 Macy's, Levi's, PayPal, Sun
World Business Review and the Silicon Microsystems, Hasbro, Sprint, AT&T,
Valley Business Report. Allstate, and Microsoft.
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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. Seven Phase LifeCycle Book
- Everyone gets a copy
- www.tinyurl.com/freeoppbook
- Please share!
5. Housekeeping
Slides: URL will be emailed to everyone
Interactive session
Giveaways
Product Management LifeCycle Toolkit™
One copy of each book
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6. Helping companies deliver products that delight their
customers and produce massive profits™
Assessment – Training – Certification – Consulting – Contractors – Templates – Mentoring – Books
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 Retire
Source: AIPMM
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18. User-‐Centered
Design
in
the
Seven
Phases
Conceive Plan Develop Qualify Launch Market Retire
Audience Definition Information Design Visual Design Refine and Optimize
Interaction Design
Ethnography Concept Testing Usability Testing and Data Analysis
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19. Conceive Phase
Conceive Plan Develop Qualify Launch Market Retire
Activities
" Ethnography, Interviews, Observation
" Secondary Research
" Competitive Feature Analysis
Deliverables:
" Personas
" Usage Scenarios
" Experience Maps and Models
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20. Plan Phase
Conceive Plan
Plan Develop Qualify Launch Market Retire
Activities
" Sketch
" Feature Brainstorm, Inventory, Prioritization
Deliverables:
" Flows and Storyboards
" Site Maps
" Wireframes
" Functional Specifications
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24. Market Phase
Conceive Plan Develop Qualify Launch Market
Market Retire
Activities
" Usability Testing
" Data Analysis
" Design Modifications
" Ethnography, Interviews, Observation
" Secondary Research
" Competitive Feature Analysis
Deliverables:
" Updated Specifications
" Updated Personas
" Updated Usage Scenarios
" Updated or New Experience Maps and Models
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25. Retire Phase
Conceive Plan Develop Qualify Launch Market Retire
Retire
Activities
" Post mortem
Deliverables:
" Post Mortem Report
" UX process/elements to use in future products
" UX process/elements to avoid for future products
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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!
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28. Support the Cause; Evangelize for User Research and UX
Design
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!
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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
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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!
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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 Lashinsky
Sketchboard Resources:
http://www.adaptivepath.com/ideas/sketchboards-discover-better-faster-ux-solutions
http://www.youtube.com/watch?v=iVFTBj_BYy0
http://www.slideshare.net/ugleah/sketchboards-prototypes-presentation
Persona Resources:
http://www.cooper.com
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