Outcomes-Oriented Roadmap: From Vision to Reality

VMware Tanzu
VMware TanzuVMware Tanzu
Conference │ ©2021 VMware, Inc.
Outcomes oriented roadmap:
from vision to reality
SpringOne 2021
Julia Keis & Fani Bahar
September 2021
Conference │ ©2021 VMware, Inc. 2
Fani Bahar
Senior Product Manager
Julia Keis
Product Manager
Conference │ ©2021 VMware, Inc.
https://www.audi.com/en/career/professionals/audi-software-development-center.htm
l
Strong teamwork
Practice agility
Learn together
Photos: Max Pöschl - Audi AG
Conference │ ©2021 VMware, Inc.
Is this talk for you?
For Product Manager
For Developer
For Designer
For Leadership
Conference │ ©2021 VMware, Inc.
When will it be finished?
Conference │ ©2021 VMware, Inc. Photo by Volodymyr Hryshchenko on Unsplash
Realize the problem
Conference │ ©2021 VMware, Inc.
Output vs. Outcomes
Problem: Marty McFly needs to escape from Biff in Back to the Future
Car-icon: 'photo3idea-studio: Flaticon.com'. This cover has been designed using resources from Flaticon.com
Hoverboard-icon: 'smashicons: Flaticon.com'. This cover has been designed using resources from Flaticon.com
Output Outcome
Marty needs a
fast car to
escape
Give Marty the
chance to
escape
Conference │ ©2021 VMware, Inc.
Our Roadmap: The Problem Discovery
Photo by Glen Carrie on Unsplash
Conference │ ©2021 VMware, Inc.
1. Collaborate together, this in not one man show
Photo by Chang Duong on Unsplash
Conference │ ©2021 VMware, Inc.
Include your team from the start
Having a collaborative discussion about our product roadmap
➔ Product roadmap is not produced by the Product Manager only
➔ Each team member has the voice to influence the product roadmap
➔ Make team members feel safe (psychological safety) articulating their opinion
Conference │ ©2021 VMware, Inc.
2. Articulate vision easily so everyone can understand it
Photo by Anastasia Petrova on Unsplash
Conference │ ©2021 VMware, Inc.
Vision matters
Understand the better future for your product
Vision = WHAT + WHY
Vision: To build trustable place
where people can discover and
owned the car of their dream
➔ Vision is not a detail plan for your product
➔ Vision should give a clear direction for your team
not limitation
➔ Every team member can contribute to define the
vision together
Conference │ ©2021 VMware, Inc.
3. Having strategy as guiding path to achieve the vision
3. Having a strategy as guiding path to achieve the vision
Photo by Max Libertine on Unsplash
Conference │ ©2021 VMware, Inc.
“A Vision without a strategy remains an illusion” - Lee Bolman
➔ By defining strategy you will also know what product
you will and will not build and why
➔ At the end, product strategy will cover set of
choices you and your team make about path to take
Strategy matters too
How you can achieve your vision?
Vision: To build trustable
place where people can
discover and owned the car of
their dream
Get big on sustainable
market
Expand worldwide
Optimize the inventory
Conference │ ©2021 VMware, Inc.
4. Focus on the outcomes of the product
Photo by Ivana Cajina on Unsplash
Conference │ ©2021 VMware, Inc.
Outcomes is about the impact
Focus on the problem we need to solve for the user
➔ Outcomes is a result of consequences of
something.
➔ It gives you the reason why specific feature are
expected to deliver a value
➔ Brainstorm the solution or feature based on
the prioritized outcomes
Increase customer
trust on our
sustainable car
Vision: To build trustable place
where people can discover
and owned the car of their
dream
Improve customer
car buying
experience
Validate customer
trust criteria for
sustainable market
Get big on sustainable
market
Give interactive
experience when
customer is
selecting their car
Conference │ ©2021 VMware, Inc.
5. Metrics to measure our success
Photo by Daniil Silantev on Unsplash
Conference │ ©2021 VMware, Inc.
➔ Measure your outcomes will tell you if you
make the right decision
➔ If your stakeholder has a fixed idea, ask them
what metrics we can track to make sure the
idea delivered as expected
Measure your success
Metrics tells your success or failure
Conversion rate
increase by 10%
Our car brand
trust increase
by 20% in
sustainable
market
Increase customer
trust on our
sustainable car
Improve customer
car buying
experience
Validate customer
trust criteria for
sustainable market
Get big on sustainable
market
Give interactive
experience when
customer is
selecting their car
Conference │ ©2021 VMware, Inc. 19
Example
Metrics Metrics Metrics
Current Near Term Future
Conversion rate
increase by 10%
Our car brand trust
increase by 20% in
sustainable market
Increase customer trust on
our sustainable car
Improve customer car
buying experience
Validate customer trust
criteria for sustainable
market
Give interactive experience
when customer is selecting
their car
Outcomes
Features
Metrics
Implement easy
customer support
Provide marketing
campaign focus on
sustainable features
Provide customizable
car
Improve accessible energy
source
Optimized the possible
configuration option to
reduce car waste
Our car service is available
in 2 new market in Europe
Implement energy source
map
Provide home based
energy source
Implement analytics to
understand the best selling
configuration
Build after sales
self-service car
configuration
Research the most fitting
country to enter
Conference │ ©2021 VMware, Inc.
6. Frequently review roadmap your team
Photo by Tegan Mierle on Unsplash
Conference │ ©2021 VMware, Inc.
Use roadmap as communication tool
➔ Review with team in regular basis
how was healthy our progress
➔ Define action items to improve your
roadmap and the progress
➔ Make sure that your outcomes based
roadmap is regularly reviewed and
updated
Conference │ ©2021 VMware, Inc. 22
Outcomes oriented roadmap: from vision to reality
Team
- No one man show
- psychological safety
Summary
Understanding
- Articulate vision &
strategy
- Let people explain the
vision & strategy in
their words
Impact
- Define and prioritize
outcomes
- Find the right metrics
- Trust your metrics
Conference │ ©2021 VMware, Inc. 23
Get in touch
Fani Bahar
Senior Product Manager
Julia Keis
Product Manager
1 of 23

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Recently uploaded(20)

Outcomes-Oriented Roadmap: From Vision to Reality

  • 1. Conference │ ©2021 VMware, Inc. Outcomes oriented roadmap: from vision to reality SpringOne 2021 Julia Keis & Fani Bahar September 2021
  • 2. Conference │ ©2021 VMware, Inc. 2 Fani Bahar Senior Product Manager Julia Keis Product Manager
  • 3. Conference │ ©2021 VMware, Inc. https://www.audi.com/en/career/professionals/audi-software-development-center.htm l Strong teamwork Practice agility Learn together Photos: Max Pöschl - Audi AG
  • 4. Conference │ ©2021 VMware, Inc. Is this talk for you? For Product Manager For Developer For Designer For Leadership
  • 5. Conference │ ©2021 VMware, Inc. When will it be finished?
  • 6. Conference │ ©2021 VMware, Inc. Photo by Volodymyr Hryshchenko on Unsplash Realize the problem
  • 7. Conference │ ©2021 VMware, Inc. Output vs. Outcomes Problem: Marty McFly needs to escape from Biff in Back to the Future Car-icon: 'photo3idea-studio: Flaticon.com'. This cover has been designed using resources from Flaticon.com Hoverboard-icon: 'smashicons: Flaticon.com'. This cover has been designed using resources from Flaticon.com Output Outcome Marty needs a fast car to escape Give Marty the chance to escape
  • 8. Conference │ ©2021 VMware, Inc. Our Roadmap: The Problem Discovery Photo by Glen Carrie on Unsplash
  • 9. Conference │ ©2021 VMware, Inc. 1. Collaborate together, this in not one man show Photo by Chang Duong on Unsplash
  • 10. Conference │ ©2021 VMware, Inc. Include your team from the start Having a collaborative discussion about our product roadmap ➔ Product roadmap is not produced by the Product Manager only ➔ Each team member has the voice to influence the product roadmap ➔ Make team members feel safe (psychological safety) articulating their opinion
  • 11. Conference │ ©2021 VMware, Inc. 2. Articulate vision easily so everyone can understand it Photo by Anastasia Petrova on Unsplash
  • 12. Conference │ ©2021 VMware, Inc. Vision matters Understand the better future for your product Vision = WHAT + WHY Vision: To build trustable place where people can discover and owned the car of their dream ➔ Vision is not a detail plan for your product ➔ Vision should give a clear direction for your team not limitation ➔ Every team member can contribute to define the vision together
  • 13. Conference │ ©2021 VMware, Inc. 3. Having strategy as guiding path to achieve the vision 3. Having a strategy as guiding path to achieve the vision Photo by Max Libertine on Unsplash
  • 14. Conference │ ©2021 VMware, Inc. “A Vision without a strategy remains an illusion” - Lee Bolman ➔ By defining strategy you will also know what product you will and will not build and why ➔ At the end, product strategy will cover set of choices you and your team make about path to take Strategy matters too How you can achieve your vision? Vision: To build trustable place where people can discover and owned the car of their dream Get big on sustainable market Expand worldwide Optimize the inventory
  • 15. Conference │ ©2021 VMware, Inc. 4. Focus on the outcomes of the product Photo by Ivana Cajina on Unsplash
  • 16. Conference │ ©2021 VMware, Inc. Outcomes is about the impact Focus on the problem we need to solve for the user ➔ Outcomes is a result of consequences of something. ➔ It gives you the reason why specific feature are expected to deliver a value ➔ Brainstorm the solution or feature based on the prioritized outcomes Increase customer trust on our sustainable car Vision: To build trustable place where people can discover and owned the car of their dream Improve customer car buying experience Validate customer trust criteria for sustainable market Get big on sustainable market Give interactive experience when customer is selecting their car
  • 17. Conference │ ©2021 VMware, Inc. 5. Metrics to measure our success Photo by Daniil Silantev on Unsplash
  • 18. Conference │ ©2021 VMware, Inc. ➔ Measure your outcomes will tell you if you make the right decision ➔ If your stakeholder has a fixed idea, ask them what metrics we can track to make sure the idea delivered as expected Measure your success Metrics tells your success or failure Conversion rate increase by 10% Our car brand trust increase by 20% in sustainable market Increase customer trust on our sustainable car Improve customer car buying experience Validate customer trust criteria for sustainable market Get big on sustainable market Give interactive experience when customer is selecting their car
  • 19. Conference │ ©2021 VMware, Inc. 19 Example Metrics Metrics Metrics Current Near Term Future Conversion rate increase by 10% Our car brand trust increase by 20% in sustainable market Increase customer trust on our sustainable car Improve customer car buying experience Validate customer trust criteria for sustainable market Give interactive experience when customer is selecting their car Outcomes Features Metrics Implement easy customer support Provide marketing campaign focus on sustainable features Provide customizable car Improve accessible energy source Optimized the possible configuration option to reduce car waste Our car service is available in 2 new market in Europe Implement energy source map Provide home based energy source Implement analytics to understand the best selling configuration Build after sales self-service car configuration Research the most fitting country to enter
  • 20. Conference │ ©2021 VMware, Inc. 6. Frequently review roadmap your team Photo by Tegan Mierle on Unsplash
  • 21. Conference │ ©2021 VMware, Inc. Use roadmap as communication tool ➔ Review with team in regular basis how was healthy our progress ➔ Define action items to improve your roadmap and the progress ➔ Make sure that your outcomes based roadmap is regularly reviewed and updated
  • 22. Conference │ ©2021 VMware, Inc. 22 Outcomes oriented roadmap: from vision to reality Team - No one man show - psychological safety Summary Understanding - Articulate vision & strategy - Let people explain the vision & strategy in their words Impact - Define and prioritize outcomes - Find the right metrics - Trust your metrics
  • 23. Conference │ ©2021 VMware, Inc. 23 Get in touch Fani Bahar Senior Product Manager Julia Keis Product Manager