Tech Buzz, Product Management meetup, Lisbon, 2022 Andrii Pastushok, "Product Discovery in Outsourcing - What, When, and How"

1. PRODUCT DISCOVERY
IN OUTSOURCING
BY ANDRII PASTUSHOK

2. 10+ years in Software Development Industry
Product Management, Machine Learning, Cyber Security
Principal Product Manager
Product Management Course
Author and Lecturer
@ Sigma Software
• 2000+ ppl
• We work with: IATA, Verizon Media, Fortum, SAS, Volvo, AstraZeneca, AT&T, Scania, Clean.io and many others
PMC-VI, CISM, TOGAF, ITIL, ISO 27001 LI/IA, HIPAA CT.
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QUICK INTRO

3. PRODUCT DISCOVERY HELPS
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• Ensure the solution address market needs
• Align stakeholders around a shared vision
• Get ready for product development phase

4. DISCOVERY SERVICE ASPECTS & DELIVERABLES
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IS THE SOLUTION VALUABLE?
PRODUCT
• Product roadmap
• Product features
• Prioritized backlog
• Roles & permissions
IS THE SOLUTION USABLE?
UI/UX
• Personas
• Wireframes linked into interactive prototype
• Up to 10 Material or Cupertino Design concept screens
• Information architecture
IS THE SOLUTION FEASIBLE?
ENGINEERING
• Solution architecture vision
• Infrastructure vision
• Technology stack
• Data architecture
HOW CAN IT BE IMPLEMENTED?
EXECUTION
• WBS
• Effort & cost estimation
• High-level delivery timeline
• Risk & assumption register

5. DISCOVERY SERVICE PACKAGES
TECHNOLOGY PRODUCT
BASIC
Discovery
depth:
High-level, sufficient for rough estimate
and execution start
Detailed backlog for 2 sprints with 90%
estimate precision
Discovery
Depth:
High-level, sufficient for mid-term strategy,
rough estimate and execution start
Detailed backlog for 2 sprints with 90%
estimate precision
Duration: Up to 2 weeks Duration: Up to 4 weeks
Aspects
covered:
Technology, Execution
Aspects
Covered:
Product, UX, Technology, Execution
DEEP
Discovery
depth:
Detailed, sufficient for ballpark estimate
and execution
Detailed backlog for 6 sprints with 90%
estimate precision
Discovery
Depth:
Detailed, sufficient for long-term strategy,
ballpark estimate and execution
Detailed backlog for 6 sprints with 90%
estimate precision
Duration: Up to 4 weeks Duration: Up to 6 weeks
Aspects
Covered:
Technology, Execution
Aspects
Covered:
Product, UX, Technology, Execution
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6. CORE TEAM:
Product
Manager
Research: User, Market, Competition
Product: vision, strategy, roadmap, suggestions on
establishing feedback loop with the target audience
Scoping the MVP
Project
Manager
Discovery project management,
coordination & reporting
Execution estimation & plan
Risks analysis & mitigation strategies
UX Designer UI: wireframes, flows, interactive prototypes, design
concept
Test
Engineer
Overall test strategy
Test plan for MVP
Software
Architect
Technology strategy and stack
Solution architecture
Advice on technical feasibility and development
guidelines
DevOps
Engineer
Infrastructure and environment
architecture
NICHE EXPERTS (INVOLVED ON-DEMAND):
InfoSec Expert, Data Engineer, AI/ML Expert, Test Automation Expert
THE TEAM: ROLES & RESPONSIBILITIES
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7. TYPICAL TIMELINE: DEEP PRODUCT DISCOVERY
Week 0
• Discovery
preparations
Week 1-2
• Technology
assessment
• Market research
• Competition overview
• Usability testing
• Experience
assessment
Week 3
• Collaborative workshops
• Personas and empathy
maps
• Problem framing
• Customer journey maps
• Scope prototype flows
Week 4-5
• Prototyping
• Product roadmap
• Data research
• Backlog prioritization
• Architecture vision
creation
Week 6
• Solution scope
• Risk analysis
• Effort estimation
• Communication plan
QUALITATIVE RESEARCH
& INSIGHTS
REMOTE RESEARCH
& WORKSHOPS
DEFINITION, PROTOTYPING
& VALIDATION
PLANNING
& DESK RESEARCH
SCOPING
& FINAL PRESENTATION
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8. HOW DISCOVERY CORRELATES
WITH DEVELOPMENT
PRODUCT & UI/UX
DEFINITION
TECH ENVISIONING
UX DESIGN FOR SPRINT 2
DEVELOPMENT FOR SPRINT 1
FEEDBACK DIALOGUE FEEDBACK DIALOGUE
DEVELOPMENT FOR SPRINT 2
UX DESIGN FOR SPRINT 3
ENVIRONMENT
SET-UP
TECH/DEV ARCHIT.
UX DESIGN FOR
SPRINT 1
DISCOVERY DEVELOPMENT
Sprint 0 Sprint 1 Sprint 2
4-6 weeks
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9. MISTAKES TO AVOID
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• Confusing innovation with value
• Confusing yourself with your customer
• Confusing features with benefits
• Delaying Market Testing

10. SUMMARY
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• Small or big, start with Product Discovery, most of issues can be resolved
before implementation stage
• Ensure that all product aspects are covered in sufficient manner
• Involve cross-functional, self-organizing, mature team
• Plans are nothing, planning is everything
• You can reduce but not remove the uncertainty. Get conformable

11. THANK YOU.
5 MIN PRESENTATION Q&A