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Slides from my class at General Assembly in London on 29 October 2012 Whether you sell physical products or not your users go through a set of stages from first hearing about you to hopefully becoming loyal customers. What they use (devices) and how they reach you (drivers) as well as where they arrive in your site (entry points) often changes depending on what stage of the lifecycle they are at, and so do their needs as well as the needs of the business. Whether you work for an agency, a startup or established company, in this class you’ll learn why understanding and using your product lifecycle as a tool is one of the most valuable and simplest assets available to you. Starting with how to define your product lifecycle, we'll go through the step by step process of how to build it up into a fully fledged tool that can help you identify your user and business requirements across platforms and lifecycle stages. We'll look at how this tool can be used to define KPIs as well as help you prioritise where you should put your emphasis in relation to business objectives and competitors' offerings. And as the cherry on the cake at the end of class you'll have an increased understanding of defining holistic experiences and the strategic aspects that goes into it.
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www.annadahlstrom.com annadahlstrom
UNDERSTANDING & UTILISING YOUR
PRODUCT LIFECYCLEby Anna Dahlström | London 29 October 2012
www.flickr.com/photos/nedrai/4078864039
www.flickr.com/photos/dahlstroms/4411448782/
THIS IS THE
ØRESUND BRIDGE
www.flickr.com/photos/flatworldsedge/5151764959/
AGENDA 1. WHY
2. WHAT
3. AN EXAMPLE
4. PRACTICE
5. Q & A
www.flickr.com/photos/flatworldsedge/5151764959/
FIRST
WHAT’S THIS ABOUT
www.flickr.com/photos/excomedia/sets/72157622519563566/with/5233990438
EVERY PRODUCT
TELLS A STORY
www.flickr.com/photos/jdhancock/7655807796/in/set-72157630744793044
BUT ALSO HAS A
GLORIFIED VERSION
www.flickr.com/photos/jdhancock/7649587902/in/set-72157630744793044
AND WHAT WE CALL
IDEAL WORLD
www.flickr.com/photos/thomashawk/48414570
HOW WE WOULD
LIKE THINGS TO BE
www.flickr.com/photos/ronnieveg/5430091434
HOW THEY OFTEN
ACTUALLY ARE
www.flickr.com/photos/johanneslundberg/4749264031
WE DO OUR BEST TO
INCREASE THE ODDS
www.flickr.com/photos/yahnyahn/2996454839
WE KNOW OUR USERS
MAKE A JOURNEY
www.flickr.com/photos/tomitapio/4053123799/in/photostream
FROM FIRST
HEARING ABOUT US
http://www.flickr.com/photos/akarkhanis/4756186303
TO BECOMING
LOYAL USERS & FANS
http://jhonman.wordpress.com
OUR AUDIENCE
AT FIRST GLANCE
www.robotshop.com/blog/where-is-wall-e-1391
ALL THINGS CONSIDERED IT IS
MORE COMPLICATED
www.flickr.com/photos/apeofjungle/408456929
DIVERSITY BASED ON
NEEDS
www.flickr.com/photos/telstar/7190299024
DIVERSITY BASED ON
EXPERIENCE
DIVERSITY BASED ON
DEVICES
www.flickr.com/photos/jolives/2889944573/
www.flickr.com/photos/angietorres/4564135455
DIVERSITY BASED ON
GOALS
www.flickr.com/photos/29312295@N06/4115844000
HOW FAR THEY’VE
MADE IT
www.flickr.com/photos/flatworldsedge/5151764959/
AND THAT
LEADS US TO...
http://www.flickr.com/photos/srkkiran/6096554915/
EVERY PRODUCT HAS A
LIFECYCLE
www.flickr.com/photos/wheatfields/504844510/in/photostream
WITH SPECIFIC
STAGES
Awareness Consideration Confirmation Purchase Support
THERE ARE MANY BUT E.G A
PURCHASE LIFE CYCLE
www.flickr.com/photos/pinkpurse/5355919491
BUT IT’S ALSO ABOUT
THE BUSINESS
www.flickr.com/photos/davedugdale/5099605109/in/photostream
THAT VISION & THE
THE BOTTOM LINE
www.flickr.com/photos/icedsoul/3041770422
SOMETIMES CONFLICTING
REQUIREMENTS
www.flickr.com/photos/hleung/486414071
READY
TO GO
www.flickr.com/photos/sumofmarc/7715536658/in/photostream
WE CAN’T
ALWAYS SPRINT
www.flickr.com/photos/johnnyenglish/3578258319
ABOUT FINDING THE RIGHT
BALANCE & RYTHM
www.flickr.com/photos/jrees/3377614129
MAKE SURE WE
PLAN OUR EFFORT
www.flickr.com/photos/jox1989/5143301136
DEFINE WHERE TO
ADD THE SPARKLES
www.flickr.com/photos/kruger_otto/5581886586
LOOK OUT FOR
OBSTACLES
www.flickr.com/photos/ginnerobot/3557517450
HELP OUR USERS
AS MUCH POSSIBLE
www.flickr.com/photos/michaelholden/4148661236
IT GOES FAR
FURTHER THAN BUY
www.flickr.com/photos/flatworldsedge/5151764959/
LETS
TAKE A LOOK...
Awareness Consideration Confirmation Purchase Support
DEFINING THE
STAGES
Awareness Consideration Confirmation Purchase SupportAwareness Consideration Confirmation Purchase Support
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
MAPPING IT WITH
USER STATES
Awareness Consideration Confirmation Purchase SupportAwareness Consideration Confirmation Purchase Support
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
Awareness Consideration Confirmation Purchase Support
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
BUSINESS NEEDS
OVERLAYING THE
BUSINESS NEEDS
Awareness Consideration Confirmation Purchase SupportAwareness Consideration Confirmation Purchase Support
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
Awareness Consideration Confirmation Purchase Support
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
BUSINESS NEEDS
Awareness Consideration Confirmation Purchase Support
• Background information & advice on where to start
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
• Clear route into the products they are after
• Reassurance that I have made the right choice
• Effortless completion of their order
• Easy access to and help in times of trouble
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
USER NEEDS
BUSINESS NEEDS
AND THE
USER NEEDS
Awareness Consideration Confirmation Purchase SupportAwareness Consideration Confirmation Purchase Support
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
Awareness Consideration Confirmation Purchase Support
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
BUSINESS NEEDS
Awareness Consideration Confirmation Purchase Support
• Background information & advice on where to start
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
• Clear route into the products they are after
• Reassurance that I have made the right choice
• Effortless completion of their order
• Easy access to and help in times of trouble
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
USER NEEDS
BUSINESS NEEDS
Awareness Consideration Confirmation Purchase Support
• Background information & advice on where to start
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
• Clear route into the products they are after
• Reassurance that I have made the right choice
• Effortless completion of their order
• Easy access to and help in times of trouble
• Search (to page)• Home page
• Search (to page)• Home page• Bookmark
• Bookmark • Home page • Search (to page)• Home page
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
USER NEEDS
BUSINESS NEEDS
KEY ENTRY POINTS
ALSO ADDING
ENTRY POINTS
Awareness Consideration Confirmation Purchase SupportAwareness Consideration Confirmation Purchase Support
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
Awareness Consideration Confirmation Purchase Support
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
BUSINESS NEEDS
Awareness Consideration Confirmation Purchase Support
• Background information & advice on where to start
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
• Clear route into the products they are after
• Reassurance that I have made the right choice
• Effortless completion of their order
• Easy access to and help in times of trouble
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
USER NEEDS
BUSINESS NEEDS
Awareness Consideration Confirmation Purchase Support
• Background information & advice on where to start
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
• Clear route into the products they are after
• Reassurance that I have made the right choice
• Effortless completion of their order
• Easy access to and help in times of trouble
• Search (to page)• Home page
• Search (to page)• Home page• Bookmark
• Bookmark • Home page • Search (to page)• Home page
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
USER NEEDS
BUSINESS NEEDS
KEY ENTRY POINTS
Awareness Consideration Confirmation Purchase Support
• Background information & advice on where to start
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
• Clear route into the products they are after
• Reassurance that I have made the right choice
• Effortless completion of their order
• Easy access to and help in times of trouble
• Search (to page)• Home page
• Search (to page)• Home page• Bookmark
• Bookmark • Home page • Search (to page)• Home page
• Laptop• Mobile
• Laptop • iPad • Computer • Mobile• iPad• Laptop
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
USER NEEDS
BUSINESS NEEDS
KEY ENTRY POINTS
KEY DEVICES
AND
DEVICE USAGE
Awareness Consideration Confirmation Purchase SupportAwareness Consideration Confirmation Purchase Support
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
Awareness Consideration Confirmation Purchase Support
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
BUSINESS NEEDS
Awareness Consideration Confirmation Purchase Support
• Background information & advice on where to start
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
• Clear route into the products they are after
• Reassurance that I have made the right choice
• Effortless completion of their order
• Easy access to and help in times of trouble
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
USER NEEDS
BUSINESS NEEDS
Awareness Consideration Confirmation Purchase Support
• Background information & advice on where to start
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
• Clear route into the products they are after
• Reassurance that I have made the right choice
• Effortless completion of their order
• Easy access to and help in times of trouble
• Search (to page)• Home page
• Search (to page)• Home page• Bookmark
• Bookmark • Home page • Search (to page)• Home page
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
USER NEEDS
BUSINESS NEEDS
KEY ENTRY POINTS
Awareness Consideration Confirmation Purchase Support
• Background information & advice on where to start
• Ensure users aren't lost & converted on a competitor's site
• Provide the user with a comparison tool
• Feature user reviews on the site
• Provide a store locator • FAQs that minimise the number of customer services calls received
• Clear route into the products they are after
• Reassurance that I have made the right choice
• Effortless completion of their order
• Easy access to and help in times of trouble
• Search (to page)• Home page
• Search (to page)• Home page• Bookmark
• Bookmark • Home page • Search (to page)• Home page
• Laptop• Mobile
• Laptop • iPad • Computer • Mobile• iPad• Laptop
I have a vague idea
I know exactly what I want
Where do I start?
I know what it should & shouldn't have
USER NEEDS
BUSINESS NEEDS
KEY ENTRY POINTS
KEY DEVICES
www.flickr.com/photos/flatworldsedge/5151764959/
AND AN EVEN
CLOSER LOOK...
www.flickr.com/photos/icedsoul/3041770422
EXERCISE ONE - 10 MINS
DEFINE THE LIFECYCLE & ITS STAGES
www.flickr.com/photos/icedsoul/3041770422
EXERCISE TWO - 15 MINS
IDENTIFY BUSINESS & USER NEEDS
www.flickr.com/photos/icedsoul/3041770422
EXERCISE THREE - 10 MINS
DRIVERS, ENTRY POINTS & DEVICES
www.flickr.com/photos/icedsoul/3041770422
EXERCISE FOUR - 15 MINS
MAPPING YOUR EXPERIENCE GOALS
www.flickr.com/photos/thecaucas/2597813380
TO
RECAP
www.flickr.com/photos/thecaucas/2597813380
THE LIFECYCLE HELPS YOU...• THINK THROUGH AN EXPERIENCE FROM START TO FINISH
• IDENTIFY KEY BARRIERS & RISKS
• PLAN EFFORT & PRIORITISATION OF REQUIREMENTS & FEATURES
• ADDRESS AN INCREASINGLY COMPLEX WORLD
• USEFUL IN WORKSHOPS TO GET STAKEHOLDERS INVOLVED
• DO ONCE, USE AGAIN & AGAIN
www.flickr.com/photos/thecaucas/2597813380
START BY...• IDENTIFY THE TYPE OF LIFECYCLE & IT’S STAGES
• IDENTIFY & MAP USER & BUSINESS NEEDS
• MAP DRIVERS & KEY ENTRY POINTS
• MAP THE DEVICES THAT ARE USED
• IDENTIFY BARRIERS FOR EACH STAGE
• REVIEW USER & BUSINESS NEEDS
• IDENTIFY KEY EXPERIENCE GOALS
• MAP & DEFINE EXPERIENCE GOALS AGAINST LIFECYCLE STAGES & Y AXIS
www.flickr.com/photos/ucumari/304626330
Thank you!QUESTIONS?
annadahlstromannadahlstrom
www.annadahlstrom.com
