1. BUILDING A PRODUCT ONMULTIPLE PLATFORMSJoe PfeifferSr. Product Manager@jpfeiffer

2. Agenda Audience & Brand Goals Constraints Requirements Platforms Tablet Specific Requirements The App Marketing Schedule Metrics2 3. Audience & Brand SmartMoney is the personal finance magazine ofThe Wall Street Journal Average Reader Male High Income ($150,000 +) 56 Yrs Old Within 10 Yrs of retirement Large editorial focus on Retirement, Top 10 Things, ConsumerSpending 3 4. Strategy Why Multiple Platforms Website redesign after acquiring full stake in SmartMoney Tap in to younger audience Wanted to try HTML5 as a way to get across multiple platforms Reader survey showed interest in tablet and mobile devices Able to influence financial advisers and other taste makers Retirement is a fast growing area Advertiser interest4 5. Goals Help visualize how working, saving and spending decisions canhelp you afford the retirement you want Start with your age and income to get a broad overview add more detail to get more specific Available anywhere you would normally work on planning yourpersonal finances Not on mobile Tablet is a must Web site is a must5 6. Constraints Time: Wanted to build the app and have it available to launch with awebsite redesign in June 2011 Web site development team is already well versed in HTML/CSS,mobile development team had more limited bandwidth Take advantage of new design work for the website being used forthe app Naming / branding 6 7. Requirements An immediate yes/no answer on if you can retire after entering 4basic things your age salary retirement age How much you save Graphical representation that shows how much you are savingleading up to retirement as well as how you can spend after you retire Advanced capability to fill in all your assets, calculate spendingscenarios, and adjust default settings such as tax rates, inflation andgrowth/return rates7 8. Tablet Specific RequirementsiPad SpecificAndroid Specific Touch optimization Various screen sizes Commerce Rules Development Time Submission Process Input Boxes Input Boxes8 9. The Team 2 Product Managers (Web + Mobile) 1 Editorial Lead (Architect) 3 Designers 2 Information Architects 1 Development Director 2 Developers (1 front end / 1 backend)9 10. 10 11. 11 12. 12 13. 13 14. Marketing Launched June 17th, 2011 Apple iTunes App Store 4 stars 91 reviews Android Market 2 stars 1 review Not on Amazon Market Promoted in House Ads on the Website Full page print ad in SmartMoney magazine Smaller print ad in The Wall Street Journal14 15. ScheduleFebruary 21st : Began brainstorming and requirements gatheringMarch 10th : Initial designsMarch 24th : Working prototypeApril 1st : Name legally approvedApril 13th : SEO ReviewApril 14th : PR BriefingApril 24th : Analytics ImplementedApril / May : QA TestingRest of May : Improved usability and performanceJune 17th : Actual LaunchSept 6th : 1.0.1 Update15 16. Localytics 16 17. Joe Pfeiffer - @jpfeifferTHANK YOU17