“Creation, Maintenance & Destruction: A Product Lifecycle Philosophy” by Rushil Dave

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In Indian mythology, the universe was created by lord Brahma, preserved by lord Vishnu, and destroyed for the next creation by lord Shiva. Product lifecycles go in the same directions with product stages like introduction, growth, maturity, and decline. In his PRODUCTIZED talk Rushil Dave from Zalando goes through main stages of product lifecycle with suggestions on how to deal with creation, maintenance and destruction of products to make sound decisions and validate them as early as possible.

Business

Creation,
Maintenance
&
Destruction
A
Product Lifecycle
Philosophy
Rushil Dave

2
A Typical Product Lifecycle
Introduction Growth Maturity Decline

3
Lean Product Lifecycle
Build
Learn Measure

4
“Trimurti” - Three Forms as One
Brahma the creator
Vishnu the preserver
Shiva the destroyer

6
1. Creation → Validation
Step 1:
Validate Build
Learn Measure

7
Approaches to Validation
User
User Research
Behavioral Data
Business
Market Insights
& Biz Modeling
Competitors
Tech
Feasibility
Delivery (TTM)
Validate

8
Jun’17
Comprehend
the situation
User Research: Interviews,
Surveys
Design
Sprint
Concept & Prototype
Tech Feasibility &
Estimates
High-level
Stories
Vision &
Purpose
Tech Product Development
Business
User
Tech
User
Tests
Jul’17 Aug’17 Sep’17 Oct’17 Nov’17 Dec’17
Prio
Validate Build
Example: New Product Development Roadmap
Detailed User Stories
Product
Insights

10
2. Maintenance → Iterations & Experiments
Validate Build
Learn Measure
Step 2:
Iterate
&
Experiment

11
How to: Iterations & Experiments
Identify &
Define the
Problems
Set the KPIs
Define &
Execute
Iterations /
Experiments
Analyze &
Improve
Prio
Iterate
&
Experiment

12
Example: Gender Search on Zalando Apps
Iterations Experiments
12.3% Increase in CTR
for Search → Item
Details

14
3. Destruction → Transformation
Iterate
&
Experiment
Validate Build
Learn Measure
Step 3:
Transform

15
Steps to Transform
Learn
Impact & Value
Complexity
Reflect
KPIs
Components
Transform
Validate
Re-build
Transform

16
Example: Shop the Look
Style Shaker Style Bubble Shop the Look

17
A Continuous Approach to Product Lifecycle
Validate Build
Learn MeasureTransform
Iterate
&
Experiment

Rushil Dave
rushil.dave@zalando.de
Senior Product Manager

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