Mike Angiulo’s post about Product Planning for Windows. Mike Angiulo is the team leader of the Windows PC Ecosystem and Planning team. It rather provides an insight in the workings of the product planning team which is working closely together with the Windows 7 feature teams basically making sure that Windows 7 will run on customer hardware and be sufficient for consumer, business and hardware manufacturer needs.
Creating an operating system like Windows 7 demands tradeoffs and Mike is mentioning three that the Product Planning team encountered recently:
First there is what I think of as the ‘taste test challenge.’ Over thirty years ago this meme was introduced in a famous war between two colas. Remember New Coke? It was the result of overemphasizing the very initial response to a product versus longer term customer satisfaction. We face this kind of challenge all the time with Windows – how do we balance the need for the product to be approachable with the need for the product to perform throughout its lifecycle? Do you want something that just boots as fast as it can or something that helps you get started? Of course we can take this to either extreme and you can say we have – we went from c:\ to Microsoft Bob in only a matter of a decade. Finding the balance between a product that is fresh and clean out of the box and continues to perform over time is a continual balance. We have ethnographers who gather research that in some cases starts even before the point of purchase and continues for months with periodic visits to learn how initial impressions morph into usage patterns over the entire lifecycle of our products.
Second we’re always looking out for missing the ‘trees for the forest.’ By this I mean finding the appropriate balance between aggregate and individual user data. A classic argument around PCs has always been that a limited subset of actions comprises a large percentage of the use case. The resulting argument is that a limited function device would be a simpler and more satisfying experience for a large percentage of customers! Of course this can be shown to be flawed in both the short term and the long term. Over the long term this ‘common use case’ has changed from typing & printing to consuming and burning CDs and gaming to browsing and will continue to evolve. Even in the short term we have studied the usage of thousands of machines (from users who opt-in of course) and know that while many of the common usage patterns are in fact common, that nearly every single machine we’ve ever studied had one or more unique applications in use that other machines didn’t share! This long tail phenomena is very important because if we designed for the “general case” we’d end up satisfying nobody. This tradeoff between choice and complexity is one that benefits directly from a rigorous approach to studying usage of both the collective and individual and not losing sight of either.
Third is all about timing. Timing is everything. We have an ongoing process for learning in a very dynamic market – one that is directly influenced by what we build. The ultimate goal is to deliver the ultimate in software & hardware experiences to customers – the right products at the right time. We’ve seen what happens if we wait too long to release software support for a new category (we should have done a better job with an earlier Bluetooth pairing standard experience) and what also happens when we ship software that the rest of the ecosystem isn’t ready for yet. This problem has the dimension of working to evangelize technologies that we know are coming, track competing standards, watch user scenarios evolve and try to coordinate our software support at the same time. To call it a moving target isn’t saying enough! It does though explain why we’re constantly taking feedback, even after any given version of Windows is done.
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