1.
@t_tviling
linkedin.com/in/tatianakolesnikova
Tatiana Kolesnikova
@arvtor
linkedin.com/in/arvidtorset
Arvid Torset
What’s Next?
Exploring Product Strategy With Integrated Scenarios

2.
Integrated UX
User
Experience
Design
Agile
Process
Lean
Business
Model

3.
If you go to the right,
you will lose you life
If you go to the left,
you will get a wife
If you go forward,
you will get a fortune

4.
Select the right route
What’s next

5.
Controlled decision = informed decision
What + Why

6.
Don’t do what is written in the backlog

7.
Select the right route
• What: Understand what the alternatives really are;
What’s next

8.
1. Suggestions from users

9.
“It is not the
customer’s job
to know what
they want.”
Steve Jobs

10.
“If I had asked people
what they wanted,
they would have said
faster horses.”
Henry Ford

11.
Suggestions from users ?

12.
I need to see degree and school

13.
I need to see degree and school
Why?

14.
I need to see degree and school
I need to find people with education in
relevant field

15.
Don’t ask what the solution should be –
ask what the solution should do

16.
Describe what has to happen so that the
user’s need is satisfied.

17.
Looking for specific
education in relevant field
Susan looks at the list of candidates for the
position of Java developer and specifies
that she wants to leave only those who have
masters and as the field of study selects IT.
She sees that in the resulting list there are
both masters and PhDs and the fields of
study are different, but all of them are
relevant: IT, computer sciences, software
engineering etc.
Susan, 40
HR in a
municipal
electricity
provider

18.
Get confirmation from the team

19.
Suggested
feature Need
What
needs to
happen
Suggestions from users

20.
2. Suggestions from stakeholders

21.
Who needs this to happen?

22.
Nobody needs this to happen

23.
We don´t know who needs this to
happen

24.
Feature Need
What
needs to
happen
Who
needs this
Suggestions from stakeholders

25.
3. Fixing usability problems

26.
Users can’t
do something
Users make
mistakes

27.
Users
make
mistakes
Need
What
needs to
happen
Usability problems
What
happens

28.
4. Integration with external systems

29.
User’s
goals
What
happens
Possibilities+
Integration with external systems

30.
UX in the City Manchester, 4-5 May 201731

31.
Select the right route
• Understand what the alternatives really are;
• Prioritize.
What’s next

32.
1. Most risky assumption

33.
People want a device that they wear on their
eyes and that gives information about their
surroundings.

34.
5 million Norwegians need
protection from polar bears.

35.
SMS caught the market by suprise.

36.
Most risky assumption?
Impact and probability

37.
Likely
Not likely
Low High
Probability
Impact

38.
2. Product / market fit

39.
“Product / market fit means
being in a good market
with a product that can satisfy
that market.”
Marc Andreesen

40.
Sales
Features
WAIT
WAIT
WAIT
Time
Product / market fit

41.
Sales
Features
SALES MARKETING
GROWTH
Time
Product / market fit

42.
“If you have to ask whether
you have product / market fit,
the answer is simple:
you don’t.”
Eric Ries

43.
3. Build time, cost and business value

44.
Prioritize
1. Most risky assumptions.
2. Do we have product / market fit?
3. Build time, cost and business value.

45.
Select the right route
• Understand what the alternatives really are;
• Prioritize.
What’s next
Go in the chosen direction
• Prepare plan;

46.
The fidelity of the artefacts should match
the fidelity of the thinking

47.
Jane
• 22 years, Masters student in
Economics department;
• Goes to the gym one or two times a
week and takes group classes in
yoga, pilates, aerobics.
• Wants to loose 7 kilos by the
summer.

48.
First workout
Jane opens the instructions of the first
exercise. It is treadmill. She is not sure
how to change the settings on the
treadmill, but the app shows her this
information. Jane sees that she needs to
run for 10 minutes. She starts the timer in
the app and after 10 minutes the app tells
Jane to stop. She reports the distance she
has run and continues with the next
exercise.

49.
Find small needs at each step

50.
First workout
Jane opens the instructions of the first exercise. It is
treadmill. She is not sure how to change the settings on the
treadmill, but the app shows her this information.
Alexander reads the description of the exercise, sees that he
has to run 20 minutes at 5 degrees. He sets these
parameters on the treadmill.

51.
Find solutions together with the whole
team

52.
First workout
Jane opens the instructions of the
first exercise. It is treadmill. She is not
sure how to change the settings on
the treadmill, but the app shows her
this information.
Alexander reads the description of
the exercise, sees that he has to run
20 minutes at 5 degrees. He sets
these parameters on the treadmill.

53.
Select the right route
• Understand what the alternatives really are;
• Prioritize.
What’s next
Go in the chosen direction
• Prepare plan;
• Create the backlog;

54.
UX in the City Manchester, 4-5 May 201764

55.
First workout
Jane opens the instructions of the first exercise. It is
treadmill. She is not sure how to change the settings on the
treadmill, but the app shows her this information.
Alexander reads the description of the exercise, sees that he
has to run 20 minutes at 5 degrees.
He sets these parameters on the treadmill.

56.
First workout
Jane opens the instructions of the first exercise. It is
treadmill. She is not sure how to change the settings on the
treadmill, but the app shows her this information.
Alexander reads the description of the exercise, sees that he
has to run 20 minutes at 5 degrees.
He sets these parameters on the treadmill.

57.
67 UX in the City Manchester, 4-5 May 2017

58.
68 UX in the City Manchester, 4-5 May 2017

59.
2 3 5 3 1 13 5 8 5 1 2 5 2 3
2 1 2 2 3 3 3 5
1
3
76/24
2 3 5
3
5 3 2 2 3
2 2
133/12

60.
2 3 5 3 1 13 5 8 5 1 2 5 2 3
2 1 2 2 3 3 3 5
1
3
76/24
2 3 5
3
5 3 2 2 3
2 2
133/12

61.
Jira

62.
Sprint

63.
Select the right route
• Understand what the alternatives really are;
• Prioritize.
What’s next
Go in the chosen direction
• Prepare plan;
• Create the backlog;
• Test.

64.
Looking for specific
education in relevant field
Susan looks at the list of candidates for the
position of Java developer and specifies
that she wants to leave only those who have
masters and as the field of study selects IT.
She sees that in the resulting list there are
both masters and PhDs and the fields of
study are different, but all of them are
relevant: IT, computer sciences, software
engineering etc.
Susan, 40
HR in a
municipal
electricity
provider

65.
1. Progressive increase of the level of details.
2. Collaboration from day one.
3. Outcome first – solutions second.
77
Key principles

66.
@t_tviling
linkedin.com/in/tatianakolesnikova
Tatiana Kolesnikova
@arvtor
linkedin.com/in/arvidtorset
Arvid Torset
THANK YOU