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  • 1. Priori%zing  Features   Brennon  Mar%n,  Project  Manager     October  18,  2012   *  With  sincere  thanks  to  Rob  Bischoff,  Teal  Walker  and  Stephanie  Oran  for  their  contribu;ons  1   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.  
  • 2. Agenda   •  Feature  Priori;za;on  in  Context   •  Process  Overview   •  Case  Studies  2   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 3. Feature  Priori%za%on  in  Context  3   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.  
  • 4. Product  Manager  Toolkit   LEVEL  SETTING  ON  TERMS   What  is  it?   What  is  it  good  for?   What  is  it  NOT  good  for?   Scope  Map   High-­‐level  overview  of  system   •  Big  picture  overview  of  features   •  Implementa;on-­‐level  detail   func;onality   and  func;ons   •  Managing  minor  scope  creep   •  Organiza;on  and  codifica;on  of   requirements  categories  4   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 5. Scope  Map  Samples   COMMON,  BUT  NOT  NECESSARILY  UBIQUITOUS,  ELEMENTS   •  Visual  organiza;on  of  features  into  categories  (and  some;mes  subcategories)   •  Color  coding  and  tagging   –  Phasing   –  In  Scope/Out  of  Scope   –  Team  responsibility   –  New  vs.  refactored  features   •  Legend  5   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 6. Product  Manager  Toolkit   LEVEL  SETTING  ON  TERMS   What  is  it?   What  is  it  good  for?   What  is  it  NOT  good  for?   Scope  Map   High-­‐level  overview  of  system   •  Big  picture  overview  of  features   •  Implementa;on-­‐level  detail   func;onality   and  func;ons   •  Managing  minor  scope  creep   •  Organiza;on  and  codifica;on  of   requirements  categories   Road  Map   Phased  strategic  implementa;on   •  Summary-­‐level  communica;on  of  a   •  Detailed  release  planning   plan   long-­‐term  release  plan   •  Seeng  schedules  “in  stone”   •  Organiza;on  of  interconnected,   inter-­‐dependent  threads  of  work  6   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 7. Road  Map  Sample   2012 Q4 2013 Q1 2013 Q2 2013 Q3 2013 Q4 Voyager 4.1 Upgrade Voyager 4.2? CMS Platform Customer Database (OLB and website) Customer Database (CRM Ready) Voyager 3.2.5 Reskinning Voyager 4.1/4.2 Skinning New OLB Features Online Account Origination (Revamped) Website Responsive Redesign Comm. Lending Tablet Remote Deposit Capture Basic PFM P2P/A2A Transfers How can we shift this timeframe? Mobile/Tablet Upgrades (TBD) Customer Communications Program Governance Personnel Planning SEO/SEM Customer Analytics Technology Foundations Projects Design / Functionality Projects Operational Foundations Projects7   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 8. Product  Manager  Toolkit   LEVEL  SETTING  ON  TERMS   What  is  it?   What  is  it  good  for?   What  is  it  NOT  good  for?   Scope  Map   High-­‐level  overview  of  system   •  Big  picture  overview  of  features   •  Implementa;on-­‐level  detail   func;onality   and  func;ons   •  Managing  minor  scope  creep   •  Organiza;on  and  codifica;on  of   requirements  categories   Road  Map   Phased  strategic  implementa;on   •  Summary-­‐level  communica;on  of  a   •  Detailed  release  planning   plan   long-­‐term  release  plan   •  Seeng  schedules  “in  stone”   •  Organiza;on  of  interconnected,   inter-­‐dependent  threads  of  work   Feature   Scoring  model  for  objec;ve   •  Providing  balance  to  an  otherwise   •  Complete  replacement  of  human   Priori%za%on   feature  ranking   wholly  subjec;ve  ranking  of   judgment   Framework   features   •  Ensuring  a  mul;-­‐faceted  approach   to  the  weighing  of  op;ons   •  Gathering  organiza;onal  consensus  8   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 9. Process  Overview  9   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.  
  • 10. Feature  Priori%za%on  Process  Overview   Document   Priori%ze   Synthesize   Document  and  consolidate  poten;al   Rate  features  and  capabili;es  from  both  an   Extract  priori;zed  features  into  a   features  into  a  single  feature  matrix   IT  readiness  and  a  business  Value   product  scope  map  that  will  drive   perspec;ve   design   High CONSIDER ACT Low  hanging  fruit  that  can  be   Ready  to  deliver  and  high   quickly  baked  into  product   business  value  make  these     integral  product  features  for  a   IT Readiness 1st  release     Technical Business Team DEFER PLAN Team How complex, Low  readiness  and  business   Important  features  that  require   How desirable is a time consuming value  implies  these  features   considerable  ;me/resources  to   particular feature and resource are  easy  to  defer  or  queue  to   deliver  and  need  a  plan  to   from an user intensive is adoption, lowest  priority   address   delivery of a differentiation and     particular feature parity perspective Low High Business Value10   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 11. A  More  Detailed  Look  at  the  Process   1.  Iden;fy  the  feature  set  to  be  considered   2.  Determine  the  criteria  by  which  features  will  be  evaluated   3.  Select  a  scoring  mechanism   4.  Define  the  set  of  stakeholders  who  will  par;cipate   5.  Collect  feature  scoring  data   6.  Synthesize  data  and  analyze  results   7.  Iden;fy  outlier  data  points   8.  Package  conclusions  for  presenta;on   9.  Be  ready  to  defend  conclusions  that  are  not  supported  by  the  data   10.  Create  roadmap  and  release  strategy  11   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 12. 1.  Iden%fy  the  feature  set  to  be  considered   •  Exis;ng  product  backlog   •  Compe;;ve  gap  analysis   •  Customer  support  data   •  Sales  team  requests   •  User  research   •  Stakeholder  interviews   •  Execu;ve  visions   •  Remember  also  to  iden;fy  the  features  that  will  NOT  be  considered   –  Compe;;ve  requirements  /  must-­‐have  features   –  End-­‐of-­‐life  items  12   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 13. Where  does  feature  priori%za%on  fit  in  the  product  planning  process?   •  Level  1     –  Level  2   o  Level  3     Level  4   »  Level  5  13   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 14. 2.  Determine  the  criteria  by  which  features  will  be  evaluated   •  “Business  priority”  (vaguely  defined)   •  Alignment  with  strictly  defined  strategic  goals   •  Financial  ROI   Requires  advance  knowledge  of  implementa;on  feasibility   •  Risk  reduc;on   •  Feasibility  is  a  cri;cal  piece  of  the  puzzle.       –  The  ques;on  is  WHEN  do  you  factor  it  in  –  during  the  desirability  scoring  process  or  in  a  parallel,  but  separate  process?  14   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 15. 3.  Select  a  scoring  mechanism   •  High,  medium,  low   –  “Group  features  into  three  buckets.”   •  Forced  rank  ordering     –  “List  features  in  order  of  importance.    There  can  be  no  ;es.”   •  Virtual  budget  assignment   –  “You  have  $1.00  to  spend  on  purchasing  features,  and  you  can  spend  that  $1.00  any  way  you  wish.”   •  Weighted  criteria  aggrega;on   –  “For  each  of  the  following  criteria,  evaluate  each  feature  according  to  the  scoring  rules  indicated.”  15   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 16. Weighted  Criteria  Aggrega%on   A  PRIMER   •  Priori%za%on  Criteria   •  Weigh%ng   Factors  that  will  be  considered  in  feature  ranking   Rela;ve  importance  of  each  criterion   –  Alignment  with  strategic  impera;ves   –  Each  criterion  assigned  a  frac;on   –  Customer  demand   –  Total  of  all  criteria  weights  should  equal  1.0   –  “Wow  factor”   –  New  revenue  poten;al   •  Scores   –  Compe;;ve  differen;a;on   Values  on  which  final  ranking  will  be  based   –  Etc.   –  Raw  score   –  Weighted  score   •  Scoring  Rules   Provide  detailed  explana;on  of  how  to  evaluate   each  criterion   Compe;;ve  Differen;a;on   –  0  =  commodi;zed;  everyone  has  it   –  1  =  common  but  not  ubiquitous   –  2  =  rare   –  3  =  highly  differen;a;ng  16   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 17. Weighted  Criteria  Aggrega%on   A  SIMPLE  EXAMPLE  17   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 18. 4.  Define  the  set  of  stakeholders  who  will  par%cipate   •  Sales,  marke;ng,  execu;ves,  etc.   •  Customers   •  Users   •  Partners   •  The  right  answer  depends  on…   –  The  poli;cal  climate  of  your  organiza;on   –  The  breadth  of  opinions  that  you  want  to  consider   –  The  compe;;ve  sensi;vity  of  the  feature  set  you  are  considering   –  Your  ;meline  18   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 19. 5.  Collect  feature  scoring  data   •  Homework  assignments   •  Stakeholder  interviews   •  Group  stakeholder  workshops   –  Consensus  scoring  vs.  dedicated-­‐;me  individual  scoring   •  Combina;on  approaches  are  perfectly  legi;mate   •  Effort  es;mates  and  feasibility  should  be  evaluated  by  the  technology  team  in  a  parallel  effort  19   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 20. 6.  Synthesize  data  and  analyze  results   7.  Iden%fy  outlier  data  points   •  Each  scoring  mechanism  involves  a  quan;fica;on  of  stakeholder  opinions,  so  mathema;cal  analysis   techniques  can  be  applied  (averaging,  ranking,  etc.)   –  Pro:    lends  extra  degree  of  legi;macy  to  results   –  Con:  can  give  a  false  sense  of  legi;macy  if  you  s;nk  at  math   –  Con:  can  lead  to  analysis  paralysis  if  you  are  really  good  at  math   •  Remember  that  the  methodology  is  not  meant  to  be  a  total  subs;tute  for  sound  judgment  –  you  the  Product   Manager  are  s;ll  accountable  for  the  decisions  that  are  made.  20   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 21. 8.  Package  conclusions  for  presenta%on   9.  Be  ready  to  defend  conclusions  that  are  not  supported  by  the  data   10.  Create  roadmap  and  release  strategy   ,$-.+ )&**+,-./0&,$%&&($ •  Updated,  ranked  product  backlog   :.?92+-,;$ •  Preliminary  release  themes   1+2-3$4$5-(3&67$ <&/,$#/,/;9*9,3$ •  Scaser  plot  matrices   8&.+*9,3$:3&6/;9$ 2"&#$$($)*+ "6/+2$!6&39.0&,$ %6/,(/.0&,$#;*3$ :-,;9$:-;,GH,$ )/(?$"&A$#/,/;9*9,3$ !"#$%&&($ •  Don’t  forget  to  bring  must-­‐have  features  back  into   1963($ 1..&+,3$1.0B-37$ the  story,  if  removed  earlier   J&&D$%6/,(@96$ •  Feasibility  must  be  factored  in  at  this  point  to   )&,36&92$8-(E+6(9*9,3$ avoid  selling  what  you  can’t  deliver   I,396,/0&,/$J/,D-,;$ "+,2($%6/,(@96$ =9*&39$89>&(-3$ •  Consider  having  compe;;ve  assessments  ready  for   C9.36&,-.$<&.DE&F$ !/76&$)/62($ simultaneous  delivery   /01+ #96.?/,3$:96B-.9($ /01+ ,$-.+ •  Expect  confusion   !"#$%&$($)*+ hsp://dexautoma;on.com/googlechartgenerator.php  21   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 22. Key  Challenges   DOES  FEATURE  PRIORITIZATION  EVER  NOT  WORK?   •  Garbage-­‐in  /  Garbage-­‐out   –  The  ranking  is  only  as  good  as  the  scoring   •  Analysis  Paralysis   –  At  some  point,  decisions  must  be  made;  feature  priori;za;on  results  are  not  always  100%  clear  and  there  is  always  one   more  way  to  slice  and  dice  the  data   •  Overly  Complex  Matrix   –  Don’t  overcomplicate  the  matrix;  stakeholders  need  to  be  able  to  understand  the  results   •  Showcase  of  Results   •  Geeng  Buy  In   •  Timeline    22   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 23. Feature  Priori%za%on  Process  Overview   Document   Priori%ze   Synthesize   Document  and  consolidate  poten;al   Rate  features  and  capabili;es  from  both  an   Extract  priori;zed  features  into  a   features  into  a  single  feature  matrix   IT  readiness  and  a  business  Value   product  scope  map  that  will  drive   perspec;ve   design   High CONSIDER ACT Low  hanging  fruit  that  can  be   Ready  to  deliver  and  high   quickly  baked  into  product   business  value  make  these     integral  product  features  for  a   IT Readiness 1st  release     Technical Business Team DEFER PLAN Team How complex, Low  readiness  and  business   Important  features  that  require   How desirable is a time consuming value  implies  these  features   considerable  ;me/resources  to   particular feature and resource are  easy  to  defer  or  queue  to   deliver  and  need  a  plan  to   from an user intensive is adoption, lowest  priority   address   delivery of a differentiation and     particular feature parity perspective Low High Business Value23   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 24. Case  Studies  24   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.  
  • 25. Priori%za%on  Project  Snapshot   LARGE  PRIVATE  BANK   •  Overview   –  Created  a  mul;  release  roadmap  over  2  years   –  Applica;on  design  and  development   –  Work  was  tabled  due  to  change  in  business  plan     –  No  defined  target  release  date;  more  concerned  with  levels  of  func;onality  available  for  each  release   •  Priori;za;on  approach   –  Primary  feature  iden;fier:    Roundarch  Isobar   –  Scoring  methodology:    Separated  “Core”  features  that  were  necessity  in  the  offering,  and  then  had  stakeholders  purchase   addi;onal  features  –  done  in  absence  of  tech  LOE   –  Matrix  comple;on:    Completed  solely  by  client   –  Addi;onal  Calcula;ons:  Weighted  results  by  proximity  to  user  and  level  in  organiza;on   –  Packaging  of  results:  detailed  results  presenta;on  and  LOE  workshops   •  Post  mortem   –  Led  to  a  detailed  LOE  breakdown  and  roadmap   –  Pised  business  and  tech  against  each  other  during  the  roadmap  discussions  as  expecta;ons  were  already  set  coming  out  of   priori;za;on  25   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 26. Sample  Results   LARGE  PRIVATE  BANK  26   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 27. Priori%za%on  Project  Snapshot   MID-­‐SIZE  RETAIL  AND  BUSINESS  BANK   •  Overview   –  Concept  design  phase  for  complete  overhaul  of  online  banking  system   –  Previous  release  strategy  largely  delivered  by  vendor  priori;es   –  Client  now  wants  to  own  the  user  experience   •  Priori;za;on  approach   –  Primary  feature  iden;fier:    Roundarch  Isobar   –  Scoring  methodology:    Weighted  desirability  and  feasibility  criteria   –  Matrix  comple;on:    Client  workshop   –  Packaging  of  results:  2x2  grids  by  line  of  business   •  Post  mortem   –  Methodology  well  received  by  client  sponsors  but  poorly  understood  by  some  stakeholders   –  Approach  was  a  bit  too  complex;  simplifica;on  would  have  helped  27   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 28. Priori%za%on  Project  Snapshot   US  GOVERNMENT  ORGANIZATION   •  Overview   –  11  year  rela;onship   –  Applica;on  design  and  development  for  the  Logis;cs  Repor;ng  and  Asset  Tracking   –  Mul;ple  releases  per  capability     •  Priori;za;on  approach   –  Primary  feature  iden;fier:    Roundarch  Isobar   –  Scoring  methodology:    H,M,L  Ranking  or  1  –  x  priori;za;on     –  Matrix  comple;on:    Client  w/o  Roundarch  Isobar  support   –  Packaging  of  results:    Summarized  list  of  features  with  cost  es;mates     •  Post  mortem   –  Without  Roundarch  Isobar  involvement,  clarity  is  not  provided   –  Approach  is  not  detailed  enough;  client  buy-­‐in  to  a  new  approach  is  necessary.    Happy  medium  between  details  we  need   and  what  they  are  willing  to  support  is  needed.    28   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012  
  • 29. Priori%za%on  Project  Snapshot   DIGITAL  CONTENT  AND  DATA  PUBLISHER   •  Overview   –  Created  a  mul;-­‐year  roadmap  across  mul;ple  business  unites   –  Applica;on  design  and  development  for  mul;ple  publishing  divisions  across  mul;ple  plaxorms   –  Mul;ple  releases  per  business  line   –  Had  defined  launch  target  dates  for  each  release   •  Priori;za;on  approach   –  Primary  feature  iden;fier:    Roundarch  Isobar   –  Scoring  methodology:    1-­‐4  –  created  with  no  firm  understanding  of  technical  LOE   –  Matrix  comple;on:    Completed  solely  by  client     –  Packaging  of  results:  Led  to  workshops  showcasing  inconsistencies  across  the  organiza;on  and  anomalies  in  LOE/ Priori;za;on   •  Post  mortem   –  Approach  was  refined  over  ;me.    Leads  to  clarity  on  inconsistencies  from  user  needs  and  business  priority  and  where  there   was  a  dis;nct  difference  in  LOE/priority  29   Property  of  Roundarch  Isobar.  Privileged  &  confiden;al.   RMPDMA  |  Priori;zing  Features  |  October  18,  2012