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DIGITAL PRODUCT LIFE CYCLE

Each digital product has its own lifecycle, roadmap, and market strategy.
To take an app from concept to market requires digital design-savvy,
engineering mastery, and a deep understanding of product management.

The product life cycle phases include:

1.Product Strategy
2.Product Design
SESSION – 3 3.Product Development
DIGITAL PRODUCT LIFE CYCLE 4.Product Growth
NPD & D – DIFFERENT MODELS
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1. DIGITAL PRODUCT STRATEGY 2. DIGITAL PRODUCT DESIGN

Define. It’s time to make decisions and create a point of view that is based on user needs and
A thoughtful and thorough examination of users, clients and stakeholders: insights.
is there a problem to solve? How are they currently solving it, what are the needs, etc.

The creation/validation of a User Persona: Ideate. This step is about brainstorming, with boards and lighting demos for example to
who they are, generate as many creative solutions as possible.
what their interests are, their concerns, needs & goals.

Benchmarking & Competitive Analysis: Prototype. Build a prototype (or series of prototypes) to test the hypothesis.
identifying direct and indirect competitors, strengths, weaknesses, opportunities, threats, and market trends, etc.

The Product Value Proposition & Vision:

Test. Return to the users for feedback. Validate the solution and improve it based on
what is the promise of value that your product will deliver? How will your product solve the users’ needs and
improve their lives? the feedback.

The Product Strategy Canvas:

the highest-level view of your product and business. Definition of a business model & pricing. Start again. We can always repeat the steps as many times as necessary.
A preliminary Roadmap to guide the Product Design
Time and cost ballpark estimation.
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3. DIGITAL PRODUCT DEVELOPMENT

Finding the perfect balance of:
• Price
• Usability
• Performance
• Quality
• Functionality
• Convenience

UI & UX design and animations

• Holding the user’s attention
• Giving the user progress updates
• Making designs feel more personal

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SHOULD WE START WITH AN MVP ? EXAMPLES OF MVP THAT BECAME PRODUCTS

Your MVP, Minimum Viable Product, Airbnb: From 3 guests to 400 million
 is a product that works with the minimal MVP stage Duration Result  The Airbnb we know and love today started out as AirBed & Breakfast, a very basic website which
functionality. provided accommodation to people who came to San Francisco for a design conference.
 Viable: capable of working successfully; Discovery up to 5 weeks •Estimation document
•Specifications and project
feasible.
roadmap
enables teams to validate their hypotheses •High level development
Dropbox: The product that didn’t exist
about the product, & pinpoint areas for backlog  Dropbox is a fantastic example of Product-Led Growth done well. But in the beginning, they didn’t
improvement. have a product at all!
Design 2-3 weeks •Design concept
•Wireframes
•Logos and mockups
Faster launch opportunity Spotify: Do one thing and do it well
Development + 3 months •Fully developed and tested  When Spotify first launched its MVP to the world, it aimed to do one thing: stream music.
Early customer feedback QA MVP
 They built an MVP which only streamed songs, without all of the extra features (playlists, podcasts,
Lower development costs (With MVP you will Release after 3 •Launched and integrated MVP video, mobile app etc), and launched beta to test their idea.
save at least 40% of your development months  Everyone loved it, and the freemium model was popular with users.
budget)
Feedback up to 1 month •Collected and analyzed
Minimum risks monitoring feedback

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CHECK OUT THESE INFO #2.1 CHECK OUT THESE INFO #2.2
 It's always important to be a first mover in the Internet space failing which you can NEVER succeed.
 True or False

 ANS – FALSE
Is there a difference between MVP and a prototype?
Before releasing an innovative product in the web space, its important to completely develop the product
with all the features until perfection.
 True or False
ANS – Yes
 ANS – FALSE
•Scope
 If you were a product manager, launching a portal for Indian Rural Women, which of the following will
you treat as a priority while designing your product?
•Audience
 A. Focus on something that has mass pull
 B. Focus on visual (image) based delivery because of illiteracy •Investment & Commitments
 C. Build a website that can render on low bandwidth
 D. Focus on mobile as a device

 ANS - A

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4. THE PRODUCT GROWTH

As your business grows and your market expands, your product should evolve to:

increase brand awareness,

expand customer reach,
enhance user adoption & engagement
better serve all users
produce more revenue
develop new features
refine/update various aspects of your product in order to scale
spur growth & innovation

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SELECTING A METHODOLOGY
There are six software development methodologies that are currently in use and they are:

CHECK OUT THESE INFO #2.3 Waterfall Model

Prototype Model
The Iterative Model
Questions: Modern framework do NOT need to take into Spiral Model
account which one of these? RAD Model
Agile Model (Scrum , Extreme Programming, Kanban)
a) The digital channel
b) Digital transformation There are multiple benefits to implementing a software development strategy. Among others:
It makes working in cross-functional teams easier
c) Customer journey
It allows you to collect feedback across all parts of the software development journey
d) Purchasing operations processes It improves the development process efficiency.
e) Being agile
The methodology you choose will depend on the type of project, development costs, flexibility, and many
such factors. For example research shows that startup software applications prefer agile software
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development methodology. DR PREETI KHANNA (ACADEMIC YEAR 2022-23 ; DPDD COURSE) 14

New product development is

about converting new and
untried ideas into workable
products.

The rule of thumb for New

Product Development is to
focus on innovating while
delivering value.

The secret sauce for new

product development’s idea
success is simple — focus on
product discovery and
address the pain points of the
target audience.

This is why it is essential to

gather customer insights
through customer surveys,
NPD&D MODELS interviews, monitoring social
media interactions,
ethnographic research.
and

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EXAMPLES OF SUCCESSFUL PRODUCT DEVELOPMENT PROCESSES Apple

https://www.pebblecart.com/about-us

Pebble Apple protects new product concepts by separating the product design team from all
other parts of the business.
Smartwatch company Pebble (now
acquired by Fitbit) demonstrated that
there’s a massive opportunity in the Follows an articulated Apple New Product Process (ANPP) where the team answers in
market of wearable technology by detail the what, who, why, how and when questions related to the product.
raising over $10 million on Kickstarter.

Apple’s methodology depends on iteration around their product roadmap, continue

It was the most funded project in the to test and revise new products even after they have moved to the manufacturing
history of the crowdfunding platform.
phase.

Less than a year later, Pebble shipped

an initial production of 15,000
watches per week.
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DIFFERENT MODELS FOR PRODUCT DEVELOPMENT

IDEO approach
BAH Model.
Stage-gate model.
Lean Start-up approach
Exploratory product development model.
DIFFERENT MODELS FOR PRODUCT
DEVELOPMENT
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THE BOOZ, ALLEN, AND HAMILTON (BAH) MODEL

The BAH model is one of the early adopted models for new product development that companies
still use today.
It was first published in 1982. The model is broken down into seven steps:

1. New product strategy – Define and understand how the product aligns with overarching Best Book About Stage-Gate:
company objectives.
2. Idea generation – Brainstorm ideas for the formulation of the product.
R.G. Cooper, Winning at New Products: Creating Value Through Innovation, 4th
3. Screening and evaluation – The goal of this phase is to filter the best ideas and continue with edition. New York, NY: Basic Books (division of Perseus Books), 2011.
their assessment.
4. Business analysis – Gather quantitative evaluation of the idea. For instance, Return on Invest,
Costs, and other predictions. Totally rewritten for the 4th edition
5. Development – The idea is turned into a working product.
6. Testing – Consists of experiments in a commercial environment that aim to test the viability of the
product.
7. Commercialization – The public launch of the product.
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STAGE-GATE MODEL BY COOPER (1990) DESCRIPTION OF THE GATES

Each gate has a unique set of quantitative and/or qualitative criteria for determining whether to
initiate funding or approve the project into the next stage.
An extensively used type of model for the new product development process
introduced to the product development literature by Cooper (1990), who called it the Stage-Gate
System. Criteria are designed to answer salient questions such as:
• Have critical technical milestones been met?
• Is project on time and within budget?
• Does the concept still have potential to provide benefits to the end-user?

Between every two stages, a Gate is used to validate and test the outcome of each Stage and
ensure it meets the requirements. The process at each Gate includes three main steps:

Input: The deliveries from the previous Stage will be evaluated in this specific Gate.
Criteria: The metrics and the KPIs will evaluate the deliveries.
Output: The evaluation results and the decision to move to the following Stage or return to the
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POSSIBLE RESULTS LEADING FROM A GATE

1. Go:
 The project is viable enough to be pursued.

2. Kill:
 The project is shut down as it’s not feasible to pursue it.

3. Hold:
 The project is halted for the time being due to some reason and might be continued further.

4. Recycle:
 The project can be developed further after a few adjustments.

5. Conditional go:
 The project is allowed to proceed provided it meets certain conditions, such as the result of a recycled product.
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PROS AND CONS FOR STAGE GATE MODEL

Pros Cons
can help identify problems using a Might Limit Innovation and Creativity
structured approach
STAGE Over structured process - The process can be
Assessment of Progress time-consuming, lead to resources diverted from
DESCRIPTIONS AND essential tasks, and be challenging to
GATE REVIEW The tight scrutiny of a project under the
Stage-Gate Process can help identify
implement
CRITERIA projects that aren’t promising and to ensure Linear process
they don’t make it to the development or Limited iteration & Lack of the focus on
launch phase.
prototyping
Strong collaboration of people
Involves cross-functional teams

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NEW PRODUCT DEVELOPMENT MODELS

Models Phases
The number of stages, phases and their
description varies from model to model Roozenburg & Eekels,
Analysis – Concept – Materialisation
depending on the following. 1995
Concept and definition – Design and development – Manufacturing
 Product type (tangible/intangible) IEC60300-1
and installation

 The degree of innovation (redesign Fox, 1993 Pre-concept – Concept – Design – Demonstration – Production
vs routine design).
Clarification of task – Conceptual design – Embodiment design – Detail
 Product Complexity Pahl & Beitz, 1996
design

 Production & manufacturing process Scoping – Build business case – Development – Testing and validation –
Cooper, 2005
– manual or automated Launch

 Supply chain Conceptual design – Preliminary system design – Detailed design and
Blanchard, 2004
development – Construction – Production
 Technology involved

NEW PRODUCT DEVELOPMENT  Resource availability (manpower) Pugh, 1990 Market – Specification – Concept design – Detail design -Manufacture

MODELS  Time and budget Andreasen & Hein,

1987
Recognition of need – Investigation of need – Product principle –
Product design – Product preparation – Execution
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THE 7 STAGES OF NEW PRODUCT DEVELOPMENT 1. IDEA GENERATION

Idea generation involves brainstorming for new product ideas or ways to improve an
existing product.
Sources of new-product ideas
–Internal sources and External sources

Methods you can use are:

Conducting market analysis
Working with product marketing and sales to check if your product's value is being
positioned correctly
Collecting user feedback with interviews, focus groups, surveys, and data analytics
Running user tests to see how people are using your product and identify gaps and room
for improvement

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2. IDEA SCREENING 3. CONCEPT DEVELOPMENT AND TESTING

screening all your generated ideas and
picking only the ones with the highest A product concept is a detailed description or blueprint of your idea.
chance of success. It should indicate
the target market for your product,
the features and
Deciding which ideas to pursue and
discard depends on many factors, benefits of your solution that may appeal to your customers, and
including the expected benefits to your the proposed price for the product.
consumers, product improvements most
needed, technical feasibility, or marketing
potential. A concept should also contain the estimated cost of designing, developing, and launching
the product.

Opportunity Solution Trees: Visualize Your

Thinking

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4. MARKETING STRATEGY AND BUSINESS ANALYSIS 5. PRODUCT DEVELOPMENT

Marketing strategy development refers to the initial marketing strategy for introducing the product to the
market.
Your product development process and the stages you’ll go through will
depend on your company’s preference for development, whether
it’s agile product development, waterfall, or another viable alternative.
Marketing strategy statement – Positing, Pricing, Promotion
 Description of the target market
 The planning product positioning; sales, market share, and profit goals
 Price distribution and budget
This stage usually involves creating the prototype and testing it with users
 Long-term sales, profit goals, and marketing mix strategy to see how they interact with it and collect feedback.

Business analysis involves a review of the sales, costs, and profit projections to find out whether they satisfy Prototype testing allows product teams to validate design decisions and
the company’s objectives.
uncover any flaws or usability issues before handing the designs to the
development team.

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6. TEST MARKETING 7. PRODUCT LAUNCH

Test marketing is the stage at which the product and marketing program are To better understand how to prepare a go-to-market strategy,
introduced into more realistic marketing settings.
Customers: Understand why they will be purchasing your product. Create buyer personas and
identify their roles, objectives, and pain points.
There are two testing methods you can employ:

Value proposition: Identify what makes you different from the competition and why people should
Alpha testing is software testing used to identify bugs before releasing the product to the
choose to buy your product
public
Beta testing is an opportunity for actual users to use the product and give their feedback
about it Messaging: Determine how you will communicate your product’s value to potential customers
The goal of the test marketing stage is to validate the entire concept behind the new product
and get ready to launch the product.
Channels: Pick the right marketing channels to promote your products, such as email marketing,
social media, SEO, and more

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CHECK INFO #3.1 CHECK INFO #3.2

The product life cycle presents two major challenges. First, a firm must be good at Original products, product improvements, product modifications, and
developing new products to replace aging ones. Second, a firm must be good at:
new brands that a firm develops through its own research and
development efforts are called:
a. adapting the strategies in the face of changing tastes, technologies, and
competition as products pass through life-cycle stages.
a. new products.
b. image building to ensure that products sell well.
c. primary demand forecasting so product winners can be chosen rather than
b. concept products.
making poor investments with product losers. c. altered products.
d. acquisition of other companies since this is the only real way to ensure new d. supplemental products.
product success--go with what has worked in the past.

A
A
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CHECK INFO #3.3 CHECK INFO #3.4

After idea generation has occurred in the new-product development process,
To create successful new products, a company must understand the next stage is most likely to be:
consumers, markets, and competitors and:
a. ideation.
a. develop a great advertising campaign. b. idea screening.
b. have a strong Web site to push the product. c. concept development and testing.

c. adopt a push rather than pull promotional concept. d. test marketing.

d. develop products that deliver superior value to consumers.

B.

D.
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