how i see the role of product management
DESCRIPTION
The role of product management in a company using agile / scrum company.TRANSCRIPT
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