Association of Online PublishersHelping media owners build better digital business
8 Feb 2011 
Photo by Paul LomaxManaging the Product RoadmapSpeaking at AOP's 'Secrets of Product Success' forum in December, Dennis CTO Paul Lomax gave his top tips on developing a website using a User-centred design (UCD) process - a philosophy in which the needs, wants and limitations of the end user are focused on throughout.
These tips were gleaned in part around the launch of Dennis' carbuyer.co.uk
Find out more about AOP's 'Secrets of Product Success' event, including video excerpts of Paul's presentation.
AOP has launched a new award reflecting the growing importance of Product Managers and Product Development in 2011 - Find out more about the AOP Awards.
Got your own list of product/tech/media top tips? - get in touch.
Dennis CTO Paul Lomax's Twelve Top Tips for Product Success
Photo by Paul LomaxManaging the Product RoadmapSpeaking at AOP's 'Secrets of Product Success' forum in December, Dennis CTO Paul Lomax gave his top tips on developing a website using a User-centred design (UCD) process - a philosophy in which the needs, wants and limitations of the end user are focused on throughout.Twelve Top Tips
- You have to create testable assets, user stories and journeys, Lomax advised – analysing and predicting how users will use the product - in effect, the approach is the antithesis of the pre-formed 100 page spec document of the past.
- "Web knowledge trumps domain knowledge – in print, editorial (the ‘subject expert’) would lead the development process", however, said Lomax, "context changes your audience, regardless of how well you know them"
- Projects don't slip by months, they slip by the hour – “when things go sour, don't wait for the weekly update meeting”
- You need an autocratic product manager (this is not a democracy). Often, each function of the company wants something different, but in any case, stakeholders, and 'highest paid persons' (HIPPOs) “need to feel like they’re driving”, even if it’s really just the PM and the audience in the driving seat
- Chiming with Lomax’s point, for the launch of eBay’s ‘Daily Deals’ product, European Product Manager Anojan Abel said sales, marketing and finance all felt that they were driving the process
- Show stakeholders iterations, not just the finished product, making them understand the development process – “the wall is the new desk”, post storyboards to the wall - let everyone see the risks
- Actually observe the customer, "they’re not necessarily doing all they say"
- But - vision is also hugely important – it’s not just about user needs
- Create personas: usually 4 or 5, to help validate decisions – make them detailed individuals, part of the story
- Don’t forget Google is a user
- Advertisers are also users – a sexy feature only used by 5% of users might still be of disproportionate use to your sales team
- Prototype at every stage. Build as you go. Wireframe everything. Test, test, test with real users
Find out more about AOP's 'Secrets of Product Success' event, including video excerpts of Paul's presentation.
AOP has launched a new award reflecting the growing importance of Product Managers and Product Development in 2011 - Find out more about the AOP Awards.
Got your own list of product/tech/media top tips? - get in touch.
