Product Planning Series: Project Management

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This is the fourth post in my Product Planning Series.

Bringing up a new web app is much more than a technical project management effort.  Any new product or service development program is a massively interdisciplinary exercise.  In order to have a successful outcome all affected constituencies will need to be involved in developing the program plan, so that key milestones and dependencies are identified from the get-go and actively and aggressively managed so that there will be no surprises halfway down the line that will result in a significant project delay.

Here are some of the interdepartmental milestones that need to be worried about for our consumer SaaS example.

On the customer research / persona development side:

  • Product discovery research done – target persona(s) chosen and fleshed out
  • Needs, wants and expectations fully understood for target personas
On the business planning side:
  • Finalize pricing structure
  • Finalize channel strategy (for our example this is direct to consumer, which makes life very simple indeed.)
  • Where applicable, develop ROI analysis for target customers (this will be used by product marketing to convince prospective customers to adopt the product or service)
On the product planning side:
  • Product strategy fleshed out – this basically describes the product concept that solves customer problems
  • Basic product roadmap developed with some idea of phasing of which problems to be solved when and how over the next 12-24 months (I like to make a 1-2 year actionable roadmap and a 5 year vision roadmap)
  • First pass definition of minimum viable product (MVP) complete (this is a hypothesis based on customer learnings to date)
  • User stories developed (this usually requires a second round of customer research) – a paragraph per story
  • Key user workflows fully mapped out at least to the flow chart level (this is particularly important if you are developing something for a target user persona that is not readily relatable by your program team.)

On the design side: (these milestones are specific to my consumer SaaS example. Some other day I will write a different post for hardware products.)

  • Determine high level navigation architecture (what are the organizing principles of the information and actions you can take on this web app?
  • Wireframe key pages to illustrate workflow
  • Design a few example pages to “put the breadcrumbs closer”

On the technical side:

  • Development platforms chosen
  • Server side architecture design finalized
  • Server set up, ready for development
  • First proof of concept with rudimentary UI showcasing any high risk items that needs to be investigated (e.g. if you were testing out a brand new private video streaming service that has just come on the market)
  • Key third party technologies integrated (e.g. shopping cart, knowledge base, etc.)
  • Intermediate internal releases as parts of the app comes up for testing
  • First instantiation of the MVP (minimum viable product) with a relatively complete user experience, released for beta testing
  • First release of the MVP (start to charge for the service!)
On the customer research side:
  • First set of product discovery interviews done, ready for persona development
  • User workflows vetted with users at the wireframe/storyboard level
  • Customer Advisory Board (CAB) assembled, ready to advice program team on features and benefits
  • Continuous testing of intermediate releases with CAB members
  • Usability study of implementation for key workflows (Do some in-house lab testing with fresh subjects – not CAB members, and do some across a broader audience with services such as www.usertesting.com)
On the product marketing side:
  • Design and develop content and assets for landing pages, conversion pages, etc
  • Develop PR strategy to get the word out (for this example, work should be done well in advance to get key blogs to cover the launch of the web app.  Facebook page should be set up with appropriate content and prepopulated with fans drawn from the early tester community.)
  • Decide on, and execute, any one-time campaigns to promote the release (e.g. email campaign)
  • Develop any product collateral (e.g. quick start guide, user manual, video tutorials)
  • Update any corporate web pages ahead of time for a coordinated launch activity
On the business development side:
  • If applicable, business development activities to land partners will need to carry on in parallel with all these other activities. For instance our music app for small children might benefit from having Suzuki string teachers on the roster to provide expert answers.  The business development activity for this app would then involve recruiting and engaging these partners.
On the customer support side:
  • Determine customer support policy – first tier, second tier, email / phone coverage, languages and hours supported, turnaround time, etc.
  • Develop on line help / FAQ (this could be done entirely via a searchable, hierarchical knowledge base)
On the legal / regulatory side:
  • Develop end user license agreements / terms of use
  • If applicable, obtain regulatory clearance if the product or service requires it (our example does not require anything, but a medical site that, say, provides diagnostic guidance to various illnesses might have to look into FDA 5(10)k)
There is a lot of work that goes into developing a new business and many different constituencies are involved.  A little bit of planning up front goes a long way towards helping to make the program a success (and to minimize the level of stress in the development process).
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