how i see the role of product management

How I see the role of Product Management working in a Scrum

product development environmentBy

Derek Morrison

Agenda

1. Scope & responsibility of the Product Manager’s role in Scrum

2. Typical Product Management activities in Scrum

3. A typical day in the life of a Scrum Product Manager

4. Agile Product Management Framework5. The benefits (A case study)

Agenda

1. Scope & responsibility of the Product Manager’s role in Scrum

2. Typical Product Management activities in Scrum

3. A typical day in the life of a Scrum Product Manager

4. Agile Product Management Framework5. The benefits (A case study)

The Scrum Product Manager

• In Scrum terms the Product Manager is the Product Owner or part of a team of Product Owners.

• Responsible for shaping/or taking the product vision and turning it into a winning product.

• The Product Manager owns the product from idea through to launch and retirement or replacement.

• Articulate the vision across the company.• Relentlessly drives the vision through all stages to

successful completion.

Agenda

1. Scope & responsibility of the Product Manager’s role in Scrum

2. Typical Product Management activities in Scrum

3. A typical day in the life of a Scrum Product Manager

4. Agile Product Management Framework5. The benefits (A case study)

Typical Product Management activities in Scrum

• Creating & maintaining product roadmap• Documenting product requirements• Creating & maintaining release plan • Stocking & grooming the product backlog• Describing and prioritizing requirements• Tracking & reporting on project progress• Managing the sprint budget & stakeholders

The Product Manager is involved in each aspect of the scrum cycle

Collaborates with development teams:

Run project estimation work shops

Sprint planning meetings Explaining sprint goals &

backlog items Sprint review meeting Sprint retrospective meetings Track team velocity Keep the team updated on

commercial activities

The Product Manager Bridges & Aligns

• Bridges the gap between the customer needs and the product development process.

• Alignment of all functions around the product vision.

• Bridges the gap between business and technical teams.

Product Manager needs to collaborate across the company

Product Manager

Customers

Sales

Scrum masterTechnical

Team

Marketing

Legal

Research• The product manager

collaborates with various stakeholders across the company & the customer in order to ensure the development of a successful product.

• The product manager

introduces stakeholders to various aspects of the scrum cycle as and when required.

Agenda

1. Scope & responsibility of the Product Manager’s role in Scrum

2. Typical Product Management activities in Scrum

3. A typical day in the life of a Scrum Product Manager

4. Agile Product Management Framework5. The benefits (A case study)

Aim to balance the day with strategic and tactical activities

Time Activity

08.00 to 09.00 Reviewing & grooming the product backlog.

09.00 to 11.00 Attend daily scrum meeting (s) - follow up by clarifying any queries – interim review /testing of any completed items

11.00 to 01.00 Creating user-stories & product requirements for a future sprint

01.00 to 02.00 Lunch break & check for urgent email.

02.00 to 03.00 Discussion with Head of Product regarding release plans, road map and product vision.

03.00 to 04.00 Meet with marketing and sales to discuss release plans and future functionality .

04.00 to 05.00 E-mail

Note: the above is a typical day and does not include all Product Management activities e.g. customer visits.

Agenda

1. Scope & responsibility of the Product Manager’s role in Scrum

2. Typical Product Management activities in Scrum

3. A typical day in the life of a Scrum Product Manager

4. Agile Product Management Framework5. The benefits (A case study)

Agile Product Management Framework

Product Road-mapping

Requirements Management

Release Planning

Scrum

Theme Identification

Pre- Planning Planning Daily Stand-ups

Sizing backlog Defining Sprint Goals

Shaping-up backlog itemsRequirements gathering

Brain stormingTranslating strategy/vision

Communication

Release notes

Release Plan

Backlog & PRD

Roadmap & MRD

SprintX + 8

SprintX + 5

SprintX

SprintX + 10

Vision doc & Innovation

Backlog

Vision

Market research Idea GenerationSprintX + 15

Agenda

1. Scope & responsibility of the Product Manager’s role in Scrum

2. Typical Product Management activities in Scrum

3. A typical day in the life of a Scrum Product Manager

4. Agile Product Management Framework5. The benefits (A case study)

Benefits of Scrum & Scrum Product Management working in an agile orientated company

CatererSearch.com (Launched March 07)

Waterfall – (1 ½ - 2 years experience with RBI)

2 x Developers

1x shared Test Analyst

1 x Product Manager

Man days = 280

Elapsed days = 140

Minor bugs when launched = 100+

Benefits of Scrum & Scrum Product Management working in an agile orientated company

Computerweekly.com (Launched Nov 07)

Agile/Scrum – (6 months experience with RBI)

3.5 x Developers

1 x dedicated Test Analyst

1 x Product Manager

Man days = 185

Elapsed days = 53

Minor bugs when launched = 4

CatererSearch.com (Launched March 07)

Waterfall – (1 ½ - 2 years experience with RBI)

2 x Developers

1x shared Test Analyst

1 x Product Manager

Man days = 280

Elapsed days = 140

Minor bugs when launched = 100+

Benefits of Scrum & Scrum Product Management working in an agile orientated company

Computerweekly.com (Launched Nov 07)

Agile/Scrum – (6 months experience with RBI)

3.5 x Developers

1 x dedicated Test Analyst

1 x Product Manager

Man days = 185

Elapsed days = 53

Minor bugs when launched = 4

CatererSearch.com (Launched March 07)

Waterfall – (1 ½ - 2 years experience with RBI)

2 x Developers

1x shared Test Analyst

1 x Product Manager

Man days = 280

Elapsed days = 140

Minor bugs when launched = 100+

1. Improvement in product quality2. Improved speed to market3. Ability to adapt to changing

conditions4. Greater customer satisfaction 5. Better ROI

The End

Efficient execution OR Innovation

Execution is difficult to sustain – not because people get tired of working hard, but because the managerial mindset-set that enables efficient execution inhibits employees’ ability to learn and innovate. A focus on getting things done, and done right, crowds out the experimentation and reflection vital to sustainable success. Harvard Business Review July – Aug 08

Project Management (scrum master) or Product Management

You will need product managers to represent the needs of your target users and lead the product discovery effort. You probably already have project managers (aka Scrum masters) , but if not, you’ll need product managers too, just don’t make the mistake of trying to hire one person to cover project management and product management. Silicon Valley Product Group - article entitled “Moving from an IT to a Product Organization”

Balancing tactical distractions & strategic activities

Product Managers need to focus on the strategic inbound tasks instead of being distracted by too many tactical demands… companies need to hire or cultivate product managers who have the skills and experiences necessary to produce high-quality product management deliverables – not something that anyone can do with out training . Companies that make these product management reforms will be more competitive and better able to use product management deliverables to make better strategic decisions.

Tom Grant

Balancing tactical distractions & strategic activities

Product Managers need to focus on the strategic inbound tasks instead of being distracted by too many tactical demands… companies need to hire or cultivate product managers who have the skills and experiences necessary to produce high-quality product management deliverables – not something that anyone can do with out training. Companies that make these product management reforms will be more competitive and better able to use product management deliverables to make better strategic decisions.

Tom Grant