blending product discovery and product delivery
TRANSCRIPT
AW3Session6/8/1611:30AM
BlendingProductDiscoveryandProductDelivery
Presentedby:
DavidHussman
DevJam
Broughttoyouby:
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DavidHussmanDevJamWorkingwithcompaniesofallsizesworldwide,DavidHussmanteachesandcoachestheadoptionofagilemethodsaspowerfuldeliverytools.Sometimeshepairswithdevelopersandtesters;othertimeshehelpsplanandcreateproductroadmaps.Davidoftenworkswithleadershipgroupstopragmaticallyuseagilemethodstofosterinnovationandacompetitivebusinessadvantage.Priortoworkingasafull-timecoach,hespentyearsbuildingsoftwareintheaudio,biometrics,medical,financial,retail,andeducationsectors.DavidnowleadsDevJam,acompanycomposedofagilecollaborators.Asmentorsandpractitioners,DevJam(devjam.com)focusesonagilityasatooltohelppeopleandcompaniesimprovetheirsoftwareproductionskills.
Blending Product Discovery / Product Delivery
David Hussman - Lead Sherpa and Product Explorer
DevJam Discovery / Delivery Adventures
What did / do we get from agile methods?
What was missing?
Let’s journey beyond Waterfall vs Agile?
Product Agility over Process Mandates
Product DiscoveryHow wrong are you ready to be?
Product DeliveryHow fast can you learn and adjust?
Product DiscoveryHow wrong are you ready to be?
Product DeliveryHow fast can you learn and adjust?
Product DiscoveryHow wrong are you ready to be?
Product DeliveryHow fast can you learn and adjust?
How wrong were you?
Product takes many forms
System Context Product Context
Universe of all
Product Ideas
How do you make initial product choices?
Product Choices
Framing / Chartering
Pragmatic Personas
Story Mapping
User Interviews
Market Research
Customer Journeys
Story Splitting
Validation Measures
Story Writing
Prototyping
How much time should spend in initial discovery?
How does it relate to uncertainty?
Who do you need for discovery?
Who’s in the Discovery Cadence?
One Product, One Team
Who’s in the Discovery Cadence?
One Product, Many Teams
Roughly frame your learning framing
Explore their experiences mapping
Take them somewhere interesting journeys/slices
The tools we teach / use
Validate their needs (your guesses) kpi / okr / tests
Chose people to learn about personas
Roughly frame your learning framing
Explore their experiences mapping
Take them somewhere interesting journeys/slices
The tools we teach / use
Validate their needs (your guesses) kpi / okr / tests
Chose people to learn about personas
Time Horizon:
Pitch (why and what): Goals / Outcomes--------
Success Measures (some KPIs)--------
Design Targets / Personas / Validators----- Who will you ignore?--
Constraints (challenges worth noting)-------
How much white space is there? / Who is your competition? / Who is your inspiration?
Name:
Collaborative Framing
Time Horizon: 3 Months
Pitch (why and what): Goals / Outcomes--------
Success Measures (some KPIs)--------
Design Targets / Personas / Validators----- Who will you ignore?--
Constraints (challenges worth noting)-------
How much white space is there? / Who is your competition? / Who is your inspiration?
Name: Flight Done Right
Collaborative Framing
Time Horizon: 3 Months
Pitch (why and what): Create a place to find and book flights that is not painful and truly helpful (if not fun). The experience should be personal (possibly “gamified where meaningful) and not cumbersome (e.g. navigating through forms and screens).
Goals / Outcomes--------
Success Measures (some KPIs)--------
Design Targets / Personas / Validators----- Who will you ignore?--
Constraints (challenges worth noting)-------
How much white space is there? / Who is your competition? / Who is your inspiration?
Name: Flight Done Right
Collaborative Framing
Time Horizon: 3 Months
Pitch (why and what): Create a place to find and book flights that is not painful and truly helpful (if not fun). The experience should be personal (possibly “gamified where meaningful) and not cumbersome (e.g. navigating through forms and screens).
Goals / Outcomes- Make it fast and painless - Quickly show many flight options - Remove airport code thinking- Help me get to places I often visit- Fast access to my preferences- Make it easy to share my feedback
Success Measures (some KPIs)- 500 Interested in the first month - 25% who try join loyalty program- Bookings taking <= 5 mins- Reorder with one click- Show last 5 cities traveled- Only 2 clks needed to update prefs- Share feedback in <= 30 sec
Design Targets / Personas / Validators----- Who will you ignore?--
Constraints (challenges worth noting)-------
How much white space is there? / Who is your competition? / Who is your inspiration?
Name: Flight Done Right
Collaborative Framing
Time Horizon: 3 Months
Pitch (why and what): Create a place to find and book flights that is not painful and truly helpful (if not fun). The experience should be personal (possibly “gamified where meaningful) and not cumbersome (e.g. navigating through forms and screens).
Goals / Outcomes- Make it fast and painless - Quickly show many flight options - Remove airport code thinking- Help me get to places I often visit- Fast access to my preferences- Make it easy to share my feedback
Design Targets / Personas / Validators- Business Traveler (primary target)- Corporate Booking Agent (primary target)
- Who will you ignore?- Budget travelers (not a target)- Family Traveler (not a target)
Constraints (challenges worth noting)-------
How much white space is there? / Who is your competition? / Who is your inspiration?- Orbitz and similar site- Hipmunk- Google Flights
Name: Flight Done Right
Collaborative Framing
Success Measures (some KPIs)- 500 Interested in the first month - 25% who try join loyalty program- Bookings taking <= 5 mins- Reorder with one click- Show last 5 cities traveled- Only 2 clks needed to update prefs- Share feedback in <= 30 sec
Roughly frame your learning framing
Explore their experiences mapping
Take them somewhere interesting journeys/slices
The tools we teach / use
Validate their needs (your guesses) kpi / okr / tests
Chose people to learn about personas
How well do you know your audience?
How many devs can tell a customer story?
Story telling frames for validators / design targetsTargets-
-
-
-
-
Not Targets-
-
-
-
Name:
Image:
Description (who)-----
Values (why)-----
Name:
Image:
Description (who)-----
Values (why)-----
Roughly frame your learning framing
Explore their experiences mapping
Take them somewhere interesting journeys/slices
The tools we teach / use
Validate their needs (your guesses) kpi / okr / tests
Chose people to learn about personas
Story Mapping and Story Telling
Story Mapping or Story Splitting or …
Roughly frame your learning framing
Explore their experiences mapping
Take them somewhere interesting journeys/slices
The tools we teach / use
Validate their needs (your guesses) kpi / okr / tests
Chose people to learn about personas
Where will they start learning?
A Tool Based Journey (User Experience)
Roughly frame your learning framing
Explore their experiences mapping
Take them somewhere interesting journeys/slices
The tools we teach / use
Validate their needs (your guesses) kpi / okr / tests
Chose people to learn about personas
Impact over Progress
How are you measuring and learning?
Product DiscoveryHow wrong are you ready to be?
Product DeliveryHow fast can you learn and adjust?
Product DiscoveryHow wrong are you ready to be?
Product DeliveryHow fast can you learn and adjust?
Product Discovery and Product DeliveryHow wrong are you ready to be?
over
Product Delivery then Product DeliveryHow fast can you learn and adjust?
Universe of all
Product Ideas
So you’ve made your initial choices, now what?
Product Choices
Framing / Chartering
Pragmatic Personas
Story Mapping
User Interviews
Market Research
Customer Journeys
Story Splitting
Validation Measures
Story Writing
Prototyping
How will you measure and adjust?
The Simple Case: One Product, One Team
What can they learn outside the code?
Prototypes - Journeys - Interviews
Working a Discovery Cadence
Letting Delivery Influence Discovery
A Complex Case: One Product, Many Teams
LittleKnown
MostKnown
Fast Feedback
SlowFeedback
Iterations
Phased
Experiments
Requirements Development Test
Source: Derived from the work of Dave Snowden, Ray Arell, Erik Simmons
Speaking of complexity …
Working a Cross Team Discovery Cadence
Even more value in learning outside the code
What needs to be learned where?Outside Delivery? Within Delivery?
Letting Delivery Influence Discovery
Synchronizing Cross Team Validation and Learning
And even more complex is theMany Products, Many Teams model
An example of using customer journeys to constrain complexity
This is a beginning, butthere’s much more to this discussion
Help me with the discussion!
www.devjam.com/productsoverprocess