Getting (the right) Things Done
Uniting User needs and business objectives in agile projects

Carlos Rosemberg
Instituto A...
Nice to meet you.
Carlos Rosemberg
Business Analyst and UX Strategist at Instituto Atlântico
HCI Researcher (collaborator)...
In honor to…
Product managers / owners
UX strategists
Project managers
Anyone else who also thinks that defining
what to d...
Agile/Lean scenario
Early deliveries
Small increments
Continuous feedback
Flexible fine-grained product scope
https://pt.wikipedia.org/wiki/Scrum
Questions
What to deliver?
What to deliver first?
What to deliver first and for whom?
Product Backlog
An ordered list of everything that might
be needed in the product and is the
single source of requirements...
Prioritizating the

caos
By…
Perceived importance
Perceived complexity
Deadline
Feature grouping (module, workflow, etc.)

Return Of Investment (RO...
ROI
A measure for the efficiency of the
investment.

ROI =

Gains from investment
Cost of investment
ROI
In other words…

ROI =

Benefit of the feature
Cost of implementation
Leveraging user needs
in product backlog
prioritization
Supposing we have…
User profiles or personas defined

A list of features

Effort estimates
1

2

3

4

Define a ‘ User
Value’ (UV) for
each user profile

Define a Business
Value (BV) for each
feature

Assign the f...
FV

How relevant is the
feature for achieving
a business goal?

Business
Value (BV)
How relevant is a
given user type
and ...
Findings from 2 years
20% to 30% more value delivered
(compared to simple ranking)

Most useful in the beginning of the pr...
Conclusions
Allows real efficiency and quality gains
Connects user research with agile backlog
management.
Decentralizes t...
Carlos Rosemberg
rosemberg@atlantico.com.br
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Getting [the right] things done: Uniting user needs and business objectives in agile projects

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Although often relegated, one of the biggest challenges in the design of new products is managing the product backlog in order to align the strategic objectives of the business and user needs. Here is presented a model that unifies user studies and backlog management in order to improve the return on investment (ROI) in agile projects.

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Getting [the right] things done: Uniting user needs and business objectives in agile projects

  1. 1. Getting (the right) Things Done Uniting User needs and business objectives in agile projects Carlos Rosemberg Instituto Atlântico ISA 2013
  2. 2. Nice to meet you. Carlos Rosemberg Business Analyst and UX Strategist at Instituto Atlântico HCI Researcher (collaborator) at LUQS/Unifor
  3. 3. In honor to… Product managers / owners UX strategists Project managers Anyone else who also thinks that defining what to deliver is a hard work.
  4. 4. Agile/Lean scenario Early deliveries Small increments Continuous feedback Flexible fine-grained product scope
  5. 5. https://pt.wikipedia.org/wiki/Scrum
  6. 6. Questions What to deliver? What to deliver first? What to deliver first and for whom?
  7. 7. Product Backlog An ordered list of everything that might be needed in the product and is the single source of requirements for any changes to be made to the product. Scwaber and Sutherland
  8. 8. Prioritizating the caos
  9. 9. By… Perceived importance Perceived complexity Deadline Feature grouping (module, workflow, etc.) Return Of Investment (ROI) … and many other factors
  10. 10. ROI A measure for the efficiency of the investment. ROI = Gains from investment Cost of investment
  11. 11. ROI In other words… ROI = Benefit of the feature Cost of implementation
  12. 12. Leveraging user needs in product backlog prioritization
  13. 13. Supposing we have… User profiles or personas defined A list of features Effort estimates
  14. 14. 1 2 3 4 Define a ‘ User Value’ (UV) for each user profile Define a Business Value (BV) for each feature Assign the feature to an user and find the final feature value (FV) Calculate the ROI using FV and the effort defined by the development team 25% 35% FV = 24,5% 35% Feature effort = 13 70% 30% 45% 70% FV = 24,5% Personas! You can use percentages (relative) or scores (absolute) Feature Value is a weighted average ROI = 1,88 Feature effort can be story points, scores, hours, etc
  15. 15. FV How relevant is the feature for achieving a business goal? Business Value (BV) How relevant is a given user type and its needs? + User Value (UV) Feature ROI The higher the ROI, the greater the value of the feature for the product ROI = FV / C Feature Complexity (C) What is the effort in order to get the feature done?
  16. 16. Findings from 2 years 20% to 30% more value delivered (compared to simple ranking) Most useful in the beginning of the project Better if used along with other backlog prioritization methods Needs a product owner to maintain it The tool used makes the difference
  17. 17. Conclusions Allows real efficiency and quality gains Connects user research with agile backlog management. Decentralizes the feature prioritization process
  18. 18. Carlos Rosemberg rosemberg@atlantico.com.br

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