© 2015 ConceptSpring

Elaine Chen

Product definition templates and examples

Product Definition Artifacts

• Positioning Statement Template• Competitive 2x2 Example• Beachhead market example• Persona example• Enterprise persona list and examples• High level product spec example• Product roadmap example• Release planning checklist• Workflows and storyboards (user centric)• User stories (user centric)• UX Flow chart example• Wireframe examples• Graphical composition example

Positioning Statement Template

• For [target customer]• Who wants/needs [a compelling reason to buy]• The [product name] is a [product category]• That provides [these key benefits].• Unlike [the main competitor],• The [product name] [provides these key differentiation

points].

Competitive 2x2 ExampleEa

se o

f mig

ratio

n

Low

High

Low High

Enterprise readiness: Comprehensive SCM management tools + ALM coverage

Awesome B2B Enterprise Software Code Management product from Company X

Beachhead market example

Persona Example

2013 Revenue:$4.2BHeadcount:362,000BU Headcount:700Jim’s team300

Behaviors• Reports to the BU General Manager• Manages the software organization (all

aspects) and the associated budget• Technically the best guy on staff• Makes all key decisions on tools and

systems for developers in his business unit

Demographics• 48 years old• Ph.D. in Computer Science from MIT• Has been managing teams for 15 years.

Hands on. Still writes code every day.• Married with high school children• Drives a Toyota Prius• Carries a Samsung Note

Needs and goals• He wants his team to turn out the very

best code and is willing to pay a premium price for the best tools to support himself and his people

Enterprise buyer persona listPersona name Role Example (B2B SCM

software product)The Economic Buyer

The person with the budget. Typically high ranking with broad executive responsibilities. Often not the person who does the due-diligence for adopting a new enterprise solution – relies on a trusted subordinate for data.

Director of Software for a Biz Unit developing product life cycle management software (170 direct reports)

The Champion The person who identifies a new need, does the comparative analysis, picks a winner and recommends it to the economic buyer

Senior Manager, DevOps

Influencer #1 A person whose input is incorporated Chief Architect

Influencer #2 A person whose input is incorporated Software Developer

Influencer #3 A person whose input is incorporated SQA Manager

The Veto Power Someone whose opinion can kill the deal CTO; Chief Architect

End User #1 A person who uses the product Chief Architect

End User #2 A person who uses the product Software Developer

High level product spec example

Zeo MobileZeo 2.0 Bedside Display

Universal Bluetooth Headband

Zeo Sleep Hub

Environmental Sensor

Accessory

SecondaryHeadband

OtherSensor

Accessories

The Universal Headband measures sleep quality continuously by recording and analyzing EEG data through the night.

The bedside display can show the user their sleep graph from the previous night. It also uploads the data via WiFi.This device can also connect to other Bluetooth sensors in the future.

The Zeo mobile application can show the user their sleep graph. It also uploads data via a WiFi or Cellular connection.

The Zeo Sleep Hub is a data aggregation, visualization and analytics engine in the cloud

In the morning, the data is sent via Bluetooth to either a bedside display or a mobile device.

The 18 month roadmap

9

Year X Year X+1 Q3 Q4 Q1 Q2 Q3 Q4Zeemote JS Product line JS1 improvements JS1.1 JS2 JS3 feasibility SDK's Java SDK Blackberry SDK Symbian SDK Beta Zeekey application Zeekey for S60 Zeekey for BlackBerry

Release Planning Checklist• Release Theme:

– <Brief description of why this release exists>• Key workflows supported:

– <List key user workflows supported>– <If applicable, include illustrative video footage or images >

• User stories:– <Force-ranked user stories including engineering estimates>– <Any cross dependencies should be noted e.g. UX design assets>

• Sprint plan:– <User stories organized by sprint, prioritized by engineering>

• SQA/Validation plan:– <Develop test cases by user story and by overall workflow>– <Develop test strategy and plan for final validation and release management>

• Release management:– <For web deployments: Develop and follow staging and production go-live procedures>– <For mobile deployments: Plan for approval timeline>– <For embedded deployments: Develop a procedure release software image to manufacturing>

• Release launch plan:– <Product Marketing plans to publicize the release via multiple channels and to provide training to

sales staff and to customers as needed>

Workflows and storyboards example

11

1 2 3

4 5 6

As a… I want to… So that…Teacher have parents reinforce the content we cover at

schoolthe child has a consistent learning experience at home and at school

Teacher tailor the content for a classroom according to my curriculum

the children progresses through learning materials in the right order

Mom control the content my child sees my child is getting educational content while being entertained

Mom have the content automatically refresh based on guidelines I set

my child will not get bored and instead will stay engaged with learning new things

Mom make sure my child does not accidentally go to the wrong sites on the internet

my child sees only age appropriate content that I approve him to see

Mom have my child be able to use the media player all by himself without help from me

I can have enough time to complete small tasks while my child is playing with the media player

Mom be able to run Playrific on my iPhone I can keep my child entertained during a busy day of errandsMom be able to view movies I loaded on my phone from

the Playrific viewermy child can enjoy the content I choose for her while we are on the go

Mom be able to play audio books that I have purchased for my iPhone from the Playrific viewer

my child can keep learning even when we are on the go

Mom minimize mobile broadband data charges I won't have a heart attack when I get the phone bill.Mom minimize battery usage by the Playrific viewer I can still make calls after my child uses my phoneChild have fun and engaging things to look at and games

to playI won't get bored

User stories examples

13https://help.rallydev.com/sites/default/files/multimedia/user_story_callouts.png

UX Flow chart example

Splash screen

Setup

First run?

Content home

Skip sign up?

Sign up

Audio book page

Local content

page

Streamed content

page

Yes No

No Yes

Wireframe examples

Splash screenGraphic that shows iOS

experience

Setup

x

x

First name: *

Email: *

Welcome to Playrific, a content curator and viewer for young children. Please take a moment to set up your child’s information, add offline content if you like, and they will be ready to play!

DoneView tutorial

Allow 3G streaming ON

Automatic update ON

Add local content >

Show online content ON

xLast name: *

xChild’s DOB: *

My contentBack

Audio books >

Camera Roll movies >

Audio booksBack

TitleSubtitle 3:02:55TitleSubtitle 3:02:55TitleSubtitle 3:02:55

Add

-

-

-

Add Audio BookBack

TitleSubtitle >3:02:55TitleSubtitle >3:02:55TitleSubtitle >3:02:55TitleSubtitle >3:02:55TitleSubtitle >3:02:55TitleSubtitle >3:02:55

-

Camera roll moviesBack Add

- - -

Add MovieBack

Camera roll

Media areaSwipe to go to next pageTap each square to enter

media player

Graphical Composition Example

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