Blending Product Discovery and Product Delivery

AW3Session6/8/1611:30AM

BlendingProductDiscoveryandProductDelivery

Presentedby:

DavidHussman

DevJam

Broughttoyouby:

350CorporateWay,Suite400,OrangePark,FL32073888---268---8770··[email protected]://www.techwell.com/

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