PRODUCT OWNERSHIP AS IF YOU MEANT IT (STEFAN ROOCK) - LKCE13
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PRODUCT OWNERSHIP AS IF YOU MEANT IT (STEFAN ROOCK) - LKCE13

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Most companies don't have empowered product owners. Instead they work with some kind of distributed product ownership. The talk analyzes why distributed product ownership is so common, what problems ...

Most companies don't have empowered product owners. Instead they work with some kind of distributed product ownership. The talk analyzes why distributed product ownership is so common, what problems it produces and how to make it work. The key message of the session is that one size doesn't fit all. For mission critical projects product ownership may be assumed by a top manager, for startup-like projects an empowered product owner in some kind of "sandbox" may be more appropriate and distributed product ownership is totally valid for more maintenance oriented projects.

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PRODUCT OWNERSHIP AS IF YOU MEANT IT (STEFAN ROOCK) - LKCE13 PRODUCT OWNERSHIP AS IF YOU MEANT IT (STEFAN ROOCK) - LKCE13 Presentation Transcript

  • PRODUCT OWNERSHIP AS IF YOU MEANT IT LKCE 04.11.2013, Hamburg Stefan Roock stefan.roock@it-agile.de Twitter: @StefanRoock
  • About me Stefan Roock stefan.roock@it-agile.de Twitter: @StefanRoock coach / consultant (and CEO) at
  • This session... product development services, operations, support, etc. Main thesis of this session: One size (type of product ownership) doesn‘t fit all. Analysis of different types of product ownership. Understanding pros and cons of product ownership types. Finding the appropriate type of product ownership for your context.
  • often: before agile/lean Stakeholder (e.g. Marketing, Finance, ...) Requirements decision paralysis & chaos Team
  • first step towards agile/lean Stakeholder Single Input Queue Team Requirements
  • first step towards agile/lean Stakeholder Requirements Single Product Input Owner Queue Team
  • Product Ownership: single input queue Manage stakeholders Prioritize work for development team to avoid decision paralysis. picture inspired by http:/ /www.romanpichler.com/blog/roles/picasso-product-owner/
  • Typical Scenario 1/3 Stakeholder I want A. Doesn‘t match my prios Product Owner
  • Typical Scenario 2/3 Stakeholder Stakeholder I want A. Doesn‘t match my prios Product Owner I want A. OK Manager
  • Typical Scenario 3/3 Stakeholder Stakeholder I want A. Product Owner I want A. OK Manager Do A! Manager Doesn‘t match my prios Hrmpf... Product Owner
  • The Job of Product Ownership Create products that delight customers by making ROI optimizing product decisions.
  • Typical Scenario 3/3 Stakeholder Stakedelighted holder customers? I want A. Doesn‘t match my prios Product Owner I want A. OK Manager Do A! Hrmpf... Manager Who is the Product Owner? Product Owner
  • first step towards agile/lean Stakeholder Requirements delighted customers? Single Product Input Owner Queue Team
  • first step towards agile/lean Stakeholder Requirements Make sure that given features get implemented. Single Project Product Input Manager Owner Queue Team
  • Product Ownership: the third eye Know customers‘ needs Manage stakeholders Prioritize work for development team to avoid decision paralysis picture inspired by http:/ /www.romanpichler.com/blog/roles/picasso-product-owner/
  • • Berlin located • 250+ employees • 70% of employees in independent Game Teams (one team, one game) • „You build it, you run it“ - Werner Vogels (Amazon, CTO)
  • Product Ownership Each team has one fully empowered Product Lead who is in charge of product decisions. Sandboxing: Limit risks with predefined boundaries (e.g. in terms of money)
  • • Hamburg located • 180+ employees, organized in teams (no departments) • One product (web construction toolkit)
  • Team Team Team Founders Team Team Team Team
  • Product Owner?
  • Team-Mission Product Owner? Team-Mission Team-Mission Team-Mission
  • Team-Mission Product Owner! Goal#1 Team-Mission Team-Mission
  • and then... Team-Mission Product Owner Goal#1 Team-Mission self-selected Product Owner Team-Mission
  • Product Owner! Team-Mission Goal #1 Product Owner collaborates Team-Mission closely face-2-face with the team. Team-Mission
  • Meet „a german newspaper“ Value Value Advertising Subscriptions A 10 20 100 B 20 0 85 C 5 5 70 Stakeholders within the company rate the values. Automagical prioritization Feature ... Aggregated Value ... Everybody may add features
  • Meet „a german newspaper“ Value Advertising Feature A B C Value Subscriptions ... Aggregated Value Somebody (or a group of somebodies) • defined the columns (value categorization) • defined the formula for computing the aggregated value ... Everybody may add features Product Owner Stakeholders within the company rate the values. Automagical prioritization
  • Meet „a german newspaper“ Value Advertising Feature A B C ... Value Subscriptions Aggregated ... Value Prerequisites • mature business (customers needs are well understood and change slowly) • solid understanding of business value generation / value stream Everybody may add features Stakeholders within the company rate the values. Automagical prioritization
  • Types of Product Ownership Example Type of Product Appropriate for... Ownership Wooga Empowered Product Innovative new products Owner with limited investment Jimdo „Top manager“ as Innovative products with Product Owner major investment newspaper Product Decision ... Mechanism Mature business
  • Types of Product Ownership Example Type of Product Appropriate for... Ownership Wooga Empowered Product Innovative new products Owner with limited investment Jimdo „Top manager“ as Innovative products with Product Owner major investment newspaper Product Decision Mechanism Mature business ... Combine models!
  • Types and Styles of Product Ownership Style Type NonCooperative Wooga Jimdo newspaper ... ... Cooperative
  • Costs by t sts en Co pm s elo ence ev ici d ff ine Level of collaboration between product owner and team
  • Costs Co re sts qu b i re y b me ad nt s by t sts en Co pm s elo ence ev ici d ff ine Level of collaboration between product owner and team
  • Costs Co re sts qu b i re y b me ad nt s Overall costs by t sts en Co pm s elo ence ev ici d ff ine Level of collaboration between product owner and team
  • Costs Co re sts qu b i re y b me ad nt s Overall costs by t sts en Co pm s elo ence ev ici d ff ine Do we need more or less collaboration? Level of collaboration between product owner and team
  • From here to there
  • Product Board CEO Sales ... Dev ... Test ... ... ...
  • Product Board CEO All persons required to make Vertrieb tough product Dev decisionsTest come together regularly (eg. biweekly). ... ... ... ... ...
  • Product Board CEO Product Ownership with a Product Board is more reactive than „classic“ Vertrieb Dev Test ... Distributed Product Ownership, but still slower than Single Product Ownership. ... ... ... ...
  • THANK YOU FOR YOUR ATTENTION Questions? Contact me! Stefan Roock stefan.roock@it-agile.de @StefanRoock