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
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