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Customer Discovery with Kanban

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An innovative blend of agile, lean and lean startup concepts to organise to the early innovation activities.

An innovative blend of agile, lean and lean startup concepts to organise to the early innovation activities.

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  • This presentation combines ideas fromLean startupKanbanScrum
  • Traditional approaches to product discovery and definition are sequential and can consume considerable time and money at the early stages of product creation.
  • Is an agile approach characterised by rushing into development?
  • On May 25, 1961, President John F. Kennedy announced before a special joint session of Congress the dramatic and ambitious goal of sending an American safely to the Moon before the end of the decade. http://history.nasa.gov/1658.jpghttp://history.nasa.gov/moondec.html
  • Build, measure, learn. But not assumptions require software to be validated.
  • http://images.wikia.com/simpsons/images/b/bb/Marge.png
  • Projects Mercury (at least in its latter stages), Gemini, and Apollo were designed to execute Kennedy's goal. His goal was achieved on July 20, 1969, when Apollo 11 commander Neil Armstrong stepped off the Lunar Module's ladder and onto the Moon's surface.Photo: http://gadgets.boingboing.net/aldrin-visor.jpg
  • Roman is a leading Scrum expert and Certified Scrum Trainer. He is the author of several books on Scrum including “Agile Product Management with Scrum: Creating Products that Customers Love,” the product owner's essential guide to developing successful products with Scrum. Product ownership and agile product management form a focal point of his work.Roman has ten years experience in helping companies transition to agile, and he has guided Scrum roll-outs in several companies. Roman has worked with product owners and agile product managers for a decade, and he has seven years experience in teaching and coaching product owners and ScrumMasters. Roman is the founder of the London Scrum User Group, an active contributor to the Scrum Alliance, and a regular speaker at international conferences. He speaks English and German, and is based near London.
  • Transcript

    • 1. Customer Discovery with Kanban
      Lean Kanban
      Central Europe 2011
      Roman Pichler
      @romanpichler
      romanpichler.com
    • 2. The Fuzzy Frontend
      Where does the backlog come from?
      Why should
      we develop the
      product?
      Who are the
      customers and
      users?
      Sprints
      Shippable
      Product
      Product
      Backlog
      © 2011 Pichler Consulting Limited
      2
    • 3. © 2011 Pichler Consulting Limited
      3
      Pitfall No. 1
    • 4. Old School Innovation
      Build
      Business
      Case
      Testing
      and
      Validation
      Develop-
      ment
      Launch
      Scoping
      Analysis
      Design
      Coding
      Integration
      Based on: Robert G. Cooper’s Winning at New Product,. 3rd ed.
      © 2011 Pichler Consulting Limited
      4
    • 5. Scrumfall Innovation
      Frozen
      requirements
      Limited
      learning
      Build
      Business
      Case
      Testing
      and
      Validation
      Develop-
      ment
      Launch
      Scoping
      “Sprints”
      © 2011 Pichler Consulting Limited
      5
    • 6. Pitfall No. 2
    • 7. © 2011 Pichler Consulting Limited
      7
      Back to the Drawing Board
      Shippable
      Product
      Product
      Idea / Vision
    • 8.
    • 9. Agile Innovation
      Product Idea /
      Initial Vision
      Shippable
      Product
      Product
      Backlog
      Probe and learn
      © 2011 Pichler Consulting Limited
      9
    • 10. The Customer-Problem-Solution-Value Hypothesis
      Must be
      shared
      Target Group
      The 3-5 top features
      The high-level product or user interface design
      The key architecture principles and technologies
      Target customers
      Target users
      Needs
      CPSV
      Hypothesis
      Value
      Solution
      The needs to be addressed
      The problem to be solved
      The benefits the product should provide to the company
      Based on Steven Blank’s Four Steps to the Epiphany
      © 2011 Pichler Consulting Limited
      10
    • 11. Formulate your
      CPSV hypothesis
      Product Idea /
      Initial Vision
      Product Backlog
      © 2011 Pichler Consulting Limited
      11
      Option #1
    • 12. Validate your hypothesis
      Evaluate the feedback
      Product Backlog
      Act
      © 2011 Pichler Consulting Limited
      12
      Option #2
      Formulate your CPSV hypothesis
      Product Idea /
      Initial Vision
      stop
      adapt
      move on
      Inspired by Eric Ries’ The Lean Startup
    • 13. Which One is Right?
      Balance the uncertainty present with the cost of acquiring the relevant knowledge and the investment risk you are willing to take
      As a rule of thumb, the more innovative and the more complex a product is the more prep work tends to be required
      Uncertain and complex products benefit from organised experimentation and should use option #2
      13
      © 2011 Pichler Consulting Limited
    • 14. Innovation Requires Collaboration
      Sales Rep
      Marketer
      Customer
      Service Rep
      User
      Development Team
      Product Owner
      Product
      Idea
      Shippable
      Product
      © 2011 Pichler Consulting Limited
      14
    • 15. Why Kanban?
      When more upfront work is required, it is beneficial to manage and to visualise the work
      Carrying out experiments can require fast iterations of varying lengths
      Different people may collaborate at different points in time
      © 2011 Pichler Consulting Limited
      15
    • 16. The Product Vision Board
      Vision Statement
      Phrase or sentence to concisely express the vision
      Target group
      Solution
      Needs
      Value
      What are the three to five top features that are crucial for the success of the product? What will the product roughly look like? What are its unique selling points? What are its key architecture principles and technologies?
      How is the product going to benefit the company? What are its revenue sources? What is its target price? Which sales channels will be used?
      Which market segment does the product address? Who are its target customers and users?
      Which needs does the product fulfil and how does it create value for its customers and users? Which emotions does it evoke?
      © 2011 Pichler Consulting Limited
      16
    • 17. Tiny Kanban and the Vision Board
      Vision Statement
      Tasks
      Artefacts
      To do
      In progress
      Target group
      Solution
      Needs
      Value
      © 2011 Pichler Consulting Limited
      17
    • 18. Iteration #1
      Vision Statement
      To do
      In progress
      3
      Write
      scenarios
      Create
      initial
      business
      model
      Create
      personas
      Create
      UI sketch
      Conduct
      focus
      group
      Determine
      key
      features
      Evaluate
      feedback
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      18
    • 19. Iteration #1
      Vision Statement
      To do
      In progress
      3
      Write
      scenarios
      Create
      initial
      business
      model
      Create
      personas
      Create
      UI sketch
      Conduct
      focus
      group
      Determine
      key
      features
      Evaluate
      feedback
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      19
    • 20. Iteration #1
      Vision Statement
      To do
      In progress
      3
      Write
      scenarios
      Create
      initial
      business
      model
      Create
      UI sketch
      Conduct
      focus
      group
      Determine
      key
      features
      Evaluate
      feedback
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      20
    • 21. Iteration #1
      Vision Statement
      To do
      In progress
      3
      Create
      initial
      business
      model
      Create
      UI sketch
      Conduct
      focus
      group
      Determine
      key
      features
      Evaluate
      feedback
      Scenario 1
      Scenario 2
      Scenario 3
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      21
    • 22. Iteration #1
      Vision Statement
      To do
      In progress
      3
      Create
      initial
      business
      model
      Create
      UI sketch
      Conduct
      focus
      group
      Evaluate
      feedback
      Select key
      features
      Scenario 1
      Scenario 2
      Scenario 3
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      22
    • 23. Iteration #1
      Vision Statement
      To do
      In progress
      3
      Create
      initial
      business
      model
      Create
      UI sketch
      Conduct
      focus
      group
      Evaluate
      feedback
      Feature #1
      Feature #2
      Feature #3
      Scenario 1
      Scenario 2
      Scenario 3
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      23
    • 24. Iteration #1
      Vision Statement
      To do
      In progress
      3
      Create
      initial
      business
      model
      Conduct
      focus
      group
      Evaluate
      feedback
      Feature #1
      Feature #2
      Feature #3
      Scenario 1
      Scenario 2
      Scenario 3
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      24
    • 25. Iteration #1
      Vision Statement
      To do
      In progress
      3
      Conduct
      focus
      group
      Create
      initial
      business
      model
      Evaluate
      feedback
      Feature #1
      Feature #2
      Feature #3
      Scenario 1
      Scenario 2
      Scenario 3
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      25
    • 26. Iteration #1
      Vision Statement
      To do
      In progress
      3
      Create
      initial
      business
      model
      Evaluate
      feedback
      Feature #1
      Feature #2
      Feature #3
      Scenario 1
      Scenario 2
      Scenario 3
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      26
    • 27. Iteration #1
      Vision Statement
      Iterate or
      stop!
      To do
      In progress
      3
      Create
      initial
      business
      model
      Feature #1
      Feature #2
      Feature #3
      Scenario 1
      Scenario 2
      Scenario 3
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      27
    • 28. Iteration #2
      Vision Statement
      To do
      In progress
      3
      Create
      initial
      business
      model
      Perform
      competitor
      analysis
      Create
      UI sketch
      Release
      prototype
      Evaluate
      data
      Observe
      target
      users
      Select
      arch.
      principles
      Build
      prototype
      Update
      scenarios
      Adjust key
      features
      Feature #1
      Feature #2
      Feature #3
      Scenario 1
      Scenario 2
      Scenario 3
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      28
    • 29. Iteration #2
      Vision Statement
      To do
      In progress
      3
      Create
      initial
      business
      model
      Perform
      competitor
      analysis
      Select
      arch.
      principles
      Create
      UI sketch
      Release
      prototype
      Evaluate
      data
      Observe
      target
      users
      Build
      prototype
      Update
      scenarios
      Adjust key
      features
      Feature #1
      Feature #2
      Feature #3
      Scenario 1
      Scenario 2
      Scenario 3
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      29
    • 30. Iteration #2
      Vision Statement
      To do
      In progress
      3
      Create
      initial
      business
      model
      Build
      prototype
      Select
      arch.
      principles
      Create
      UI sketch
      Release
      prototype
      Evaluate
      data
      Adjust key
      features
      Feature #1
      Feature #2
      Feature #3
      Scenario 1
      Scenario 2a
      Scenario 3a
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      30
    • 31. Iteration #2
      Vision Statement
      To do
      In progress
      3
      Create
      initial
      business
      model
      Build
      prototype
      Release
      prototype
      Evaluate
      data
      Feature #1
      Feature #2.1
      Feature #3.1
      Scenario 1
      Scenario 2a
      Scenario 3a
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      31
    • 32. Iteration #2
      Vision Statement
      To do
      In progress
      3
      Create
      initial
      business
      model
      Build
      prototype
      Release
      prototype
      Evaluate
      data
      Feature #1
      Feature #2.1
      Feature #3.1
      Scenario 1
      Scenario 2a
      Scenario 3a
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      32
    • 33. Iteration #3
      Vision Statement
      To do
      In progress
      3
      Create
      initial
      business
      model
      Write
      vision
      statement
      Approve
      project
      Feature #1
      Feature #2.1
      Feature #3.1
      Mike
      Scenario 1
      Scenario 2a
      Scenario 3a
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      33
    • 34. Iteration #3
      Vision Statement
      To do
      In progress
      3
      Create
      initial
      business
      model
      Write
      vision
      statement
      Approve
      project
      Feature #1
      Feature #2.1
      Feature #3.1
      Mike
      Scenario 1
      Scenario 2a
      Scenario 3a
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      34
    • 35. Iteration #3
      Vision Statement
      To do
      In progress
      3
      Write
      vision
      statement
      Approve
      project
      Feature #1
      Feature #2.1
      Feature #3.1
      Mike
      Scenario 1
      Scenario 2a
      Scenario 3a
      *Based on Business Model Generation
      Target group
      Needs
      Solution
      Value
      *
      © 2011 Pichler Consulting Limited
      35
    • 36. Iteration #3
      Vision Statement
      To do
      In progress
      3
      Write
      vision
      statement
      Approve
      project
      Feature #1
      Feature #2.1
      Feature #3.1
      Mike
      Scenario 1
      Scenario 2a
      Scenario 3a
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      36
    • 37. Iteration #3
      Vision Statement
      To do
      In progress
      3
      Approve
      project
      Feature #1
      Feature #2.1
      Feature #3.1
      Simple
      Reliable
      Fast*
      Mike
      Scenario 1
      Scenario 2a
      Scenario 3a
      *I owe this vision statement to Alan Coleville
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      37
    • 38. Iteration #3
      Vision Statement
      To do
      In progress
      3
      Approve
      project
      Feature #1
      Feature #2.1
      Feature #3.1
      Simple
      Reliable
      Fast
      Mike
      Scenario 1
      Scenario 2a
      Scenario 3a
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      38
    • 39. Ready to Stock the Backlog
      Vision Statement
      To do
      In progress
      3
      Feature #1
      Feature #2.1
      Feature #3.1
      Simple
      Reliable
      Fast
      Scenario 1
      Scenario 2a
      Scenario 3a
      Target group
      Needs
      Solution
      Value
      © 2011 Pichler Consulting Limited
      39
    • 40. Conventions
      Ticket
      Board
      Personal limit: Product owner: one vision; others: one to two visions
      WIP limit for the in progress column
      Progress is tracked via the artefacts; done tasks are simply removed from the board
      Task description
      Deadline
      Max. effort
      Name or avatar
      © 2011 Pichler Consulting Limited
      40
    • 41.
    • 42. Big Thanks to
      Melissa Pichler
      Arne Roock
      Stefan Roock
      © 2011 Pichler Consulting Limited
      42
    • 43. Contact details:
      +44 (0) 7974 203772
      roman.pichler@romanpichler.com
      @romanpichler
      www.romanpichler.com
      www.allthingsproductowner.com

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