And could breaking down all the complexities of a product journey to a few basic stages be too rigid or simplistic? Concept testing can help you hone in on innovations that will make your product stand out. Brand tracking finds trends and follows metrics to give you insights into the public perception of your brand. Consumer segmentation data assists you in personalizing your marketing and advertising. As the VCR entered maturity, companies were searching for ways to reduce the cost and add features.

When sales begin to level off from rapid growth, you’re entering the maturity stage. Test your products before you bring them to market with SurveyMonkey concept testing. On April 23, 1985, Coca-Cola announced a new formula for its popular beverage, referred to as "new Coke".

In fact, the team will likely take this user data and repeat several of the stages above. For example, they might return to Stage 5 , then move to Stage 6 , and then return to Stage 7 . How real users react to the product (and whether or not this data aligns with the company’s assumptions). For a company that develops software, the engineering team can create a very simple mockup of the application.

Every product spends a different amount of time in each stage—so there is no definitive timeline to reference. Each stage has its own costs, risks, and opportunities, and you’ll have to adapt your strategies depending on where you are in the life cycle. Your position in the cycle impacts everything from marketing strategy to profitability.

Market Research Throughout The Product Life Cycle

The big difference between Agile and waterfall development methods is in the level of product detail defined in the plan phase. Under waterfall, every detail is supposed to be defined before the engineers start. In Agile, the high-level market needs and the problem that the product should solve are defined during the plan phase. The actual implementation details are left for product development and the product manager or product owner to flesh out as the work proceeds. The figure shows that under Agile in the develop phase, the product manager is still refining requirements. They then work with product development to plan the next small chunk of work .

Here is a list of factors that you need to take into account before publishing your software. Integrating testing early on allows shortening feedback loops, quickly marketing solutions to the market, and improving product quality. Quality assurance specialists and software testers can join the project early on, set standards of code quality, and track mistakes.

Use Surveys at launch to learn about visitors’ experiences and use their feedback to shape future product iterations. ” will give practical, actionable information on how to make PX improvements. To do this, a product manager can use a lifecycle model as a basis for discussion and strategy choices.

Dummies has always stood for taking on complex concepts and making them easy to understand. Dummies helps everyone be more knowledgeable and confident in applying what they know. After planning the concept, you and your vendor proceed to document functional requirements for the product.

  • Although many consumers are using the product, there are too many competitors.
  • Your pricing strategies will change throughout the product life cycle.
  • A product development process describes all the activities that are performed to deliver a concept to the market and end-user.
  • The four stages are shown in the table below, although decline can be avoided by reinventing elements of the product.
  • User personas, build design prototypes, and create the final user interface.
  • It is important to note that a product life cycle is a complex thing.

Design and development teams should focus on the capacities of influencing managers. The same thing goes for managers of technical and development teams. After you defined a product concept, be sure that the top manager understands it as well as you do. The priorities of top management should be perfectly aligned with the actions of a product development team.


Business leaders and executives must understand the importance of the product and see how it correlates with business priorities. This is why we believe the product development cycle does not end once the product first hits the market. Product teams should be continuing to develop their products well after launch. Brian Lawley is the CEO and founder of the 280 Group, the world's leading product management consulting and training firm. Pamela Schure is director of products and services with the 280 Group.

Product Development life cycle

Optimizing your site for the user shouldn’t be guesswork, and showing key decision-makers how customers experience your product will inform your strategy as the product transitions between lifecycle phases. With Recordings, you can see what users see, where they scroll, why they click—as if you’re sitting right next to them as they do it. If you see a drop in user numbers, you need to know why—is your product really going from maturity to the decline stage, or is there simply a UX issue in play?

The 5 Stages Of The Product Life Cycle

You want to have freedom of choice – this way, your evaluation will be more objective. If the business manufacturers physical products, the team might want to build a physical prototype and give it to a focus group or small group of customers for their feedback. By the end of the first stage, the team will have a long list of product concepts.

Product Development life cycle

Recordings allow you to see the full user experience, find pain points, and empathize with your customers. Ultimately, because of the nature of the product management lifecycle, ownership is less important than establishing a shared product vision with the customer experience at its heart. If your product is in an industry that has fast tech advancement, such as cell phones, tablets, or computers), your Top Trends in Product Development 2022 product’s lifecycle will probably be quite short. To stay relevant for as long as possible, you need to understand how fast tech evolves, what changes your target market is looking for, and when you need to make improvements to your product to remain competitive. If small competition, low expenses, small market size, and other barriers to entry are low, your product’s life cycle may be shortened.

This free guide has been created to help today’s marketers apply our pick of the most popular established frameworks to aid their decision making. When products don’t go through a lifecycle, they’re usually withdrawn before launch or never experience growth. Take your idea to target audience samples and get quantitative and qualitative feedback to answer key questions, like what improvements can be made, and which of these would have the biggest impact. Moving into new product categories would mean moving back to the beginning of the product life cycle—and sometimes that’s what it takes to survive. They went from making video arcade games to video game systems for personal use.

If the vendor refuses to make knowledge available, it’s not a reliable long-term partner. The product can be beneficial to end-users, but if it’s not what your brand typically stands for, it’s better to accept that your business might not be the one to solve this problem. The success of the product development process is determined by many factors. Here are some other aspects that you need to consider before investing in product development.

The Product Management Lifecycle: What Your Team Needs To Know

To make things even more difficult, these tiers – or stages – vary by priority and repeatability, thus creating models of the software product development life cycle . Your product’s performance is directly related to how you market it. Each stage in the product life cycle offers opportunities to test and refine your marketing strategy. In the introduction stage, you’ll be exploring channels, testing ads, and working to connect with your target audience. The growth stage finds you using great content to connect on your chosen channels. In maturity, you may try different channels, new messaging, and other ways to delay the slip into decline.

Why Is Product Life Cycle Important?

The codebase is uploaded to the server, where it will be connected to the solution’s interface. Deployment can be continuous – when developers upload feature by feature or performed all at once when the entire functionality is uploaded to the server. Theoretical estimates let you know what ideas to choose for final testing. It would be unreasonable to spend money on developing five prototypes. So by this point, you should’ve narrowed your choices down to 1-2 options.

Stage 5

Especially during the early stages of the product lifecycle, you need to learn quickly about UX issues and blockers. Your users are better at finding bugs than you are, so use an Incoming Feedback widget—a real-time suggestion box for your site—to quickly find and solve issues. You may have a fantastic product, but if customers only want half the features on offer, the price point is likely too high, compromising business goals as a result. Strip it down too much, though, and users might prefer what they see in a competitor. Anything more than this and your development phase could be too long and expensive, and you’ll have too many areas of focus when it comes to feedback.

In the meantime, your marketing may try to foster nostalgia or the superiority of your product to extend the life cycle. If your brand isn’t a marketplace favorite, you’ll start to experience the last stage. You’ll be facing more competition, and they’ll be taking a share of the market. At this point in the life cycle, consumers have embraced your product and are buying into your marketing. Demand and profits are growing, and the competition is looking to interrupt your success.

A phase-gate process is well known and commonly used in the development methodology called waterfall. In waterfall development, product management describes a product and then hands it off for product development to create. When the development folks are finished, they hand it off to quality assurance. There's no explicit review loop during the develop or qualify phase that allows teams to catch mistakes or misinterpretation. In reality, there are continuous reviews during each phase between project team members to make sure that the product is still on track and to deal with out-of-bounds issues as they arise. Like any software development project, the implementation of a software product is complex and tiered.

Alan blends theory and practice to ensure you get to grips with these essential design processes. Rising sales do not always indicate growth, falling sales do not always indicate decline. Some products may not experience a decline at all within the lifetime of the business management team (think about Coca-Cola for example which has enjoyed relatively consistent sales for over 100 years).

It emphasizes iteration and continuous discovery to keep up with what your users want. Shape what's next with AI‑driven insights and experience management solutions built for the pace of modern business. When your competition has grown so much that the market is saturated with products like yours, you can use our tools to help change your trajectory. Check out the size of the market, research consumers segmentation to add new markets, identify new features, and look for ways to innovate on a product level.

During growth, pricing can fluctuate depending on adding features and benefits, availability, and other factors. And in decline, you’ll almost always see a decrease in price or a return to the introduction to start over again. You need to start planning the next iteration, coming back to the very early stage of the product development process. It means gathering ideas for following improvements based on market trends, customer reviews, needs, and tendencies. To complete a phase and move on to the next one, the product must be scrutinized at a gate. At the gate meeting or approval session, the company can decide to move forward with the concept or product, put it to one side, cancel it, or ask for more information.

To date, the video has nearly 30 million views and sparked 12,000 orders in the two days following their video being posted. At this point, it is worth returning to the infamous statistic that 95% of new products fail. We recommend planning your new product launch using the RACE planning framework.

AI was first conceptualized in the 1950s, but the cost was prohibitive for most companies. Development continued through the 1970s, with better, more affordable computers. One of the most notable proof of concept moments was in 1997 when world chess champion, Gary Kasparov, was defeated by IBM’s Deep Blue chess-playing computer program.