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Todd Olson
Where Rubber Hits the Road: Real-World Stories of Force
Ranking Stuff
Friday, August 9, 13
Who am I?
Todd Olson
• Founder pendo.io, Product
Management Consulting
• Former VP Product, Rally
Software
• VP Product De...
Friday, August 9, 13
Friday, August 9, 13
1.Have a consistent model.
2.Tie it to economics.
3.Measure & feedback.
Friday, August 9, 13
Friday, August 9, 13
I think
I know
from
to
Friday, August 9, 13
Need a proxy
Friday, August 9, 13
Simple Score
User/Business Value + Time Value + Opportunity Enablement/Risk Reduction
Size
Use relative sizing, 1 ≈ $XXX
F...
Not so simple values
User/Business Value + Time Value + Opportunity Enablement/Risk Reduction
Size
How
do I compute
this?
...
For some features,
time really matters...
Friday, August 9, 13
It’s about maximizing a company’s
investment.
Friday, August 9, 13
Imagine marketing an app for college sports....
Friday, August 9, 13
Opportunity Enablement & Risk Reduction
Ask good questions!
•Which stories/epics get easier with
this work?
•Does this cha...
“2.0”
“Super”
“über”
“Master”
All code for scope creep and general scariness.
Friday, August 9, 13
User /
Business
Value
Friday, August 9, 13
But wait. Isn’t
user and business
value the same
thing?
Friday, August 9, 13
Customers pay for value.
They value what they use.
Generally :)
Friday, August 9, 13
Should I simply
ask them what they
use or value?
Friday, August 9, 13
Ship It
Measure It
Friday, August 9, 13
Friday, August 9, 13
When Office Online changed their rating system
from yes/no to 5 stars, they lost over 80% of
responses. It took eight months...
Users Buyers
not
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff
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Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff

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Where the Rubber Hits the Road: Real-World Stories of Force Ranking Stuff

  1. 1. Todd Olson Where Rubber Hits the Road: Real-World Stories of Force Ranking Stuff Friday, August 9, 13
  2. 2. Who am I? Todd Olson • Founder pendo.io, Product Management Consulting • Former VP Product, Rally Software • VP Product Development, TogetherSoft • Other stuff... • Developer todd@pendo.io @tolson Friday, August 9, 13
  3. 3. Friday, August 9, 13
  4. 4. Friday, August 9, 13
  5. 5. 1.Have a consistent model. 2.Tie it to economics. 3.Measure & feedback. Friday, August 9, 13
  6. 6. Friday, August 9, 13
  7. 7. I think I know from to Friday, August 9, 13
  8. 8. Need a proxy Friday, August 9, 13
  9. 9. Simple Score User/Business Value + Time Value + Opportunity Enablement/Risk Reduction Size Use relative sizing, 1 ≈ $XXX Friday, August 9, 13
  10. 10. Not so simple values User/Business Value + Time Value + Opportunity Enablement/Risk Reduction Size How do I compute this? How can a business person even assess this? Friday, August 9, 13
  11. 11. For some features, time really matters... Friday, August 9, 13
  12. 12. It’s about maximizing a company’s investment. Friday, August 9, 13
  13. 13. Imagine marketing an app for college sports.... Friday, August 9, 13
  14. 14. Opportunity Enablement & Risk Reduction Ask good questions! •Which stories/epics get easier with this work? •Does this change the skillsets we can use going forward? •Does this reduce the number of (amount of time on) defects? •How could this benefit customers or partners? Friday, August 9, 13
  15. 15. “2.0” “Super” “über” “Master” All code for scope creep and general scariness. Friday, August 9, 13
  16. 16. User / Business Value Friday, August 9, 13
  17. 17. But wait. Isn’t user and business value the same thing? Friday, August 9, 13
  18. 18. Customers pay for value. They value what they use. Generally :) Friday, August 9, 13
  19. 19. Should I simply ask them what they use or value? Friday, August 9, 13
  20. 20. Ship It Measure It Friday, August 9, 13
  21. 21. Friday, August 9, 13
  22. 22. When Office Online changed their rating system from yes/no to 5 stars, they lost over 80% of responses. It took eight months to detect, analyze, and replace that version! If a metric drops by 3%, the chances that anyone will discover it and start a project to back out a feature they proudly launched is miniscule. Friday, August 9, 13
  23. 23. Users Buyers not

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