The percentage of software projects that are not finished on time, or not finished at all, is enormous compared to other fields of engineering. How can delivery-oriented product management change that? How can we create working methods and organizations that will lead us to the safe shores of production? How do we in Wix confront these challenges and how can we maintain ongoing product delivery cycles? This lecture is relevant to any entrepreneur, product manager, software engineer or anyone interested in delivering successful internet and software products.
2. A Little About Me
From TLV, Israel
VP Product Management, Boost and e
commerce at Wix.com
Founder- PeerApp, Jogli
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3. A Little About Wix
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Power to Create
Documents
Presentation
Blogs
Online Presence
4. A Little About Wix
70 Million users
1.4 Million new users each month
~50% subscription from free traffic sources
190 countries with Wix Users
0 sales People
Nasdaq:WIX As of November 2013
1000 employees in TLV, B7, NY, SF, Vilnius, and Dnipropetrovsk
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5. A Little About Wix
Our Business Model
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Marketing Premium
Subscription
Apps
User
Recommendations
Free
Website
7. Imagine they never finished 90%
of the buildings
About 90% (!!!) of software projects are
never finished
Nearly 100% of software projects are
never finished in time…
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8. The Software Crisis
About 90% (!!!) of software projects are
never finished
Nearly 100% of software projects are
never finished in time
Think that would have been the case in
another engineering field…
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9. Delivery Oriented Product
Management
The “no man” approach
Why do we need this project?
Is this project really needed
We have this, this this
We are simpler, cleaner
What extra features do you need?
What features would you take out?
The core- create MVP and put it out there!
Budget / HR / Time / Scope / Quality
Quality, Budget HR and Time should be fixed!!
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10. Product Life Cycle
Research
Wireframes
Design
Pre development
Development
Launch
Post Launch
Next Phase
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11. Research – are we doing this?
No man- Do we really need this? A product
needs measurable justification
Look at other products around
Two approaches
I am like…
I am different from
Talk to colleagues, users
Don’t guess! Put a dummy button…
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12. Wireframes
What is it? Means of communication!
Who do you talk to: Users, Other Product
Managers, Developers, UX, Management
Your MVP screens
In context
In details and scale
Represent all use cases
New
Full
Something went wrong
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14. The right order
Wireframes - Designs – Development
1 hour of wire frame = 10 hours of design
= 100 hours of dev
And yet, I’ve seen people do it otherwise
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15. Wireframes – guidelines
MVP- the no man approach
Its better to have half the features, and a product
that kick ass, then double the features and half
ass product!
More features- longer learning curve
Its hard to create, its very hard to maintain
Wireframes are not a dictatorship but rather
a way Product Managers, Developers,
Designers, Marketing and Management can
talk on product rather then blurb
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16. Wireframes – guidelines
sanity check
If people don’t understand your wireframes they wont understand your product
Get as many reviews as you can
Must- Users, Colleagues
You are the owner (yet- you can be sent to the drawing table)
If you hear valuable feedback- fix it- and go back to get another review
If your wireframes are done in scale you know if you have room for all the things you
think you must do (and in German!)
What is:
Crucial? Make sure it’s the most noticeable CTA
Very important things? Clear, but don’t draw attention from crucial
Just important- TAKE OUT OF MVP!
Nice to have – Ahh?
Do we really need all this? What can we take out?
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19. Wireframes, make decisions
Let the users choose (Android Approach)
Lots of options- nice
Overwhelming settings
You are afraid to decide so you let the users decide
Every user is different (well – 80/20 rule)
Choose for the users (Iphone approach)
Make decisions
Simpler product, less overwhelming
Less dev, faster launch, easier maintenance
If life or death- add it second phase
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20. Wireframes- alternatives
Specs
Pros
Easier to create check lists (?)
Make sure you cover it all (?)
Cons
No clear
No sanity check
Less info in more time
Harder to change
Designed screens
Pros
Saves work phase
You see the product as you design it
Cons
Changes take more time
Esthetic consideration influence functionality
Partial Wire frames (not is scale, without context, etc.)
Pros
Take less time
Cons
In good case- you loose the sanity check
In bad case- you will drag mistake to UX design, development and production
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21. UX Design
UX designers three main purposes:
Wireframes review and changes
Take things out
Verify functionality and quality
Astonishing design
Final gate keeper – “the eye”
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23. Development
MVP! MVP! MVP!
Developers are great product tippers –
make them help you drop features
In QA- define show stoppers and things
you can live with
Get UX designer gate keeping- “the eye”
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25. Post Launch
Use it again (and again, and again, and again)
Check AB and BI
Check support
Look at users, ask them what they don’t use and what
distracts them
Talk to Other Product Managers, Developers, UX,
Management
Learn what you really need and don’t do auto 2nd
phase…
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