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Articulation of customer role & responsibilities in determining the right thing to build sets the Agile Technical Team up for success.
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MANAGEMENT: PRODUCT V. PROJECT
by Karen Favazza Spencerfor Agile Coaches
May 24, 2011
Pecha Kucha (20x20)
There are no answers, only stories. ~ Garrison Keillor
THE GENESIS OF AGILE
By Developers & for Developers
Improve communication amongst themselves
Improve communication with the Biz
Eliminate the “noise.”
WHAT THE BIZ HEARD
Do it this way and you’ll get Better Products
Do it this way and you’ll get More Faster
Do it this way and we’ll be responsible for the product
Do it this way and we don’t need to bother with requirement elicitation & documentation
Do it this way and you don’t have to do all sorts of the other Product Management work. It’s MAGIC!
THAT’S NOT WHAT WE SAID
The simplicity of the Agile Development concept masks the complexity of Product Decision Making
based on Rally Chalktalk by Rachel Weston
Level Frequency Owner
1- Vision 6 - 12 mo. Biz
2- Roadmap 6 - 12 mo. Biz
3- Release quarterly Biz & Team
4- Sprint 2 - 4 Wks Team
5- Scrum Daily Team
AGILE PLANNING
Vision
Roadmap
Sprint
Release
Daily Scrum
THE PRODUCT OWNER
The Man or Woman with Two Countries
... with two jobs
... with two constituencies
... with two responsibilities
... SME... PRoduct Mgr... Customer Support....
PRODUCT LINE
A different type of “development”
Strategy & Tactics
ROI
Industry Trends
MISUNDERSTANDINGS
Life Cycle
Product Management ≠ Project Management
Product Management ≠ Software Management
Product Management should come first!
Content is King!
STRATEGY & TACTICS
Product Management requires
Brainstorming
Financial Analysis
Focus Groups
Business Plan
Market Analysis
“...no matter how agile Development is, you’ll never
build a successful product if the work being done isn’t
aligned to the company strategy and market needs.”
Pragmatic Marketing
KNOW YOUR CUSTOMERS
Personas - If it’s about the customer.
1.Round 1: 24-36 1:1 Interviews based on demographics of target, and subsequent analysis
2.Round 2: 5-7 Targeted Interviews per Persona
3. Socialization & Usage: Introduce the Personas
4.Keep in touch and update the Personas.
UNDERSTAND PRODUCT UX
Personas - If it’s about the Product Design.
Surveys
Web Analytics
User Experience
Contextual Interview
Pricing & Placement
BOUNDARIES V. SILOS
Developers need to understand Biz Case, Personas, etc.
Product Management needs to actively participate in Development/Testing.
Collaboration
Communication
Boundaries
THE AGILE BA
Communication in a Collaborative Environment
Not Part of the Agile Team
Part of the Customer Team
Collaborates, as necessary, assisting the PO, when POdoes not have the skills
Acceptance Test Driven Design Cartoon used with expressed permission of ModernAnalyst.com, the premier online community for business analysts.
THE BUSINESS ANALYST
Communication in a Collaborative Environment
Modeling: Capturing the complex conversations around Acceptance Criteria.
Simulations: User Experience analysis using prototypes prior to full development to determine if the vision is the right thing.
Identifying the Right ThingBefore bringing it to the Technical Agile Team!!
TWO TEAMS - DEFINITION OF TERMS
Customer Teamaka
StakeholdersSteering Committee
The BusinessProduct Management
Agile Team (technical)3 RolesCross Functional
Product Owner
Agile BAScrum Master
STAKEHOLDERS
Customer Team
CharacteristicsCross FunctionalBig View SME detailCollaborativeLEAN approach
Product Owner
Agile BA
The What & The Why
STAKEHOLDERS
Customer Team
ResponsibilitiesROIMarket Research Industry ChangesProject CharterPersona DevelopmentCollaborating with the POAuthoring User StoriesProviding Feedback to Tech TeamBacklog GroomingUAT
Product Owner
Agile BA
The What & The Why
PARADIGMS
Some of this is just textbook Agile
Deciding the right thing to build and the RTM strategy doesn't belong on the Agile Team's plate.
All the Agile Team should do is build what they're told to build, how they decide is best.
PARADIGMS & ECOSYSTEMS
Agile is more than a bag of tips & tricks
Systemic approaches fail if parts of the system are ignored.
Child’s Song Fishbone Problem Analysis
SYSTEMS DIAGRAM
Systems Thinking: Senege, Peter. Fifth Discipline. 1990.
Every group has its own story & its own ecosystem.
Product
Mgmt
Agile Team
Process
Marketing
Envir
Industry
Execs
Rivals Backlog
NAMES ARE POWERFUL WORDS
Conclusion: Agile Technical Team + Agile Product Team Agile Project Team
Scale agility within the organization by calling out the Product Team by name and by articulating their unique
role & multiple responsibilities.