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"SCRUM allows us to create better products, more suited to the users' needs. REALLY???" Product Vision as a communication tool

General approach and widely available knowledge make us think that Scrum allows us to create better products.
We can make better ones than while using Waterfall approach. It's hard to argue with that.

The question is: Does the iterativeness itself guarantee products that are better for the users?
Is a good Scrum team, presence of the Product Owner and more intense contact with stakeholders enough to form a theoretically better path for the product?
Do we remember about Product Vision? Do we emphasise it enough?

Product Vision is not something additional, it’s not only one high-level sentence of one person.
It’s the package of crucial knowledge and THE TOOL OF COMMUNICATION: Target User, Values, Competitors and more.

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"SCRUM allows us to create better products, more suited to the users' needs. REALLY???" Product Vision as a communication tool

  1. 1. SCRUM ALLOWS US TO CREATE BETTER PRODUCTS MORE SUITED TO THE USERS' NEEDS Anna Zarudzka, Chilid Hi-End Web Design at Scrum Days 2015
  2. 2. REALLY ???
  3. 3. SCRUM IS BETTER - iterative deliveries - transparency - inspection and adaptation
  4. 4. THIS MAKES US HAPPY 
 AND SELF-COMPLACENT „a better way of building software” „management and control process (…) to focus on building software 
 that meets business needs” scrum.org
  5. 5. - Ken Schwaber: “The minimum plan necessary to start a Scrum 
 project consists of a vision and a Product Backlog”
 - Roman Pichler and his Vision Board A LOT HAS BEEN WRITTEN PRODUCT VISION
  6. 6. - not a single of Scrum Coaches who I know emphasised importance of the Product Vision - almost none of my Clients knew the answers to essential Product Vision questions, regardless of his Scrum or business awareness - through my everyday work with Scrum and through observation of various teams I learned that even if we are aware of the Product Vision, we fail to remember about it …BUT
  7. 7. HOSTESS & MODELS AGENCY CASE
  8. 8. this is just a nice letup
  9. 9. MAIN GOAL: revenue growth 
 by building a new website and backend system which will 
 sell his services to his CLIENTS
  10. 10. DAY 1 DAY 2 MAIN GOAL: Build a website with a backend system layer for current and future agency Clients. MAIN TARGET USER: Agency client, aged 40-50, male. 
 THE KEY PRODUCT FEATURE: Quick & Easy Models and Hostesses browsing MAIN GOAL: Build a visually attractive website that will attract girls from all over Italy and make them register in the system. 
 Competitiveness will grow and new Clients will be won if database of models will grow.
 MAIN TARGET USER: Potential / actual Hostess, aged 17-23, woman 
 THE KEY PRODUCT FEATURE: Quick & Easy profile creation PRODUCT VISION WORKSHOP
  11. 11. PRODUCT VISION http://giphy.com/gifs/bored-bones-david-boreanaz-kL8fcEqLQzUm4#/fullscreen TARGET USER
 VALUES
 IMAGE
 WEAKNESSES COMPETITORS
  12. 12. WHY IS IT SO IMPORTANT 
 TO HAVE IT 
 AND WATCH OVER IT?
  13. 13. ONE TARGET USER always
  14. 14. TARGET USER: CLIENT
  15. 15. TARGET USER: HOSTESS
  16. 16. Chilid: „Product Persona” drawings TARGET USER: EVERYBODY
  17. 17. client hostess
  18. 18. HOSTESS CLIENT FUNCTIONALITIES:
 Quick & Easy Profile Creation Easy pictures adding FUNCTIONALITIES: Quick access to the proper model Finding the one that is closest to the casting location PRODUCT ATTRIBUTES:
 Facebook, Tinder, Instagram similarity (UI guidelines)
 High mobile performance PRODUCT ATTRIBUTES:
 Professional company image
 Huge scale (many new faces, talents)
 Desktop focus „Another important benefit of a Product Vision is its ability to prevent features/functionality from being unnecessarily added”. Roman Pichler
  19. 19. AND EVERY SINGLE DETAIL …
  20. 20. NOT ONLY KEY UI AND BACKEND FEATURES each and every little detail must be compliant with the vision every seemingly unimportant decision must be based on what we talked about a few months earlier or just
  21. 21. your role is to make sure the team remembers about goals and the user 
 and is able to make decisions on their own - the smallest ones IT DOESN’T MATTER IF IT’S SCRUM OR NOT that's what makes the whole thing work FIGHT !
  22. 22. IT’S CRUCIAL BECAUSE - you can’t and you won’t describe everything - the same user story can be solved various ways * - you have to keep your eyeballs on your users - Product Owner is not your user, so you have to keep the right course before your users will give you feedback * (fights with scrum master about what should be in user story and what shouldn't be ;-)
  23. 23. Why is one text message better than another one? CHECK YOUR PRODUCT VISION 
 (Target User, Values, Needs) Do I need ajax loading in the product list? Should I generate a separate link for internal list? Should We add this little feature?
  24. 24. HOW TO ACHIEVE THAT?
  25. 25. LET’S CHANGE PRODUCT VISION FROM 
 THE HIGH-LEVEL SENTENCE TO THE 
 EVERY DAY TOOL (COMMUNICATION TOOL) LET’S SPREAD PRODUCT VISION 
 FROM ONE VISIONARY TO ALL INVOLVED
  26. 26. LET’S MAKE PRODUCT VISION
 AN ARTEFACT AS IMPORTANT 
 AS PRODUCT BACKLOG
  27. 27. We all love Scrum because it's amazing etc. but we often forget to put pressure on creating a decent Product Vision Do it! Do it properly! Draw a Product Persona! Find the attributes! 
 breath with it in daily work 
 and regardless of having a magnificent PO - the vision cannot be trusted to one person only - vision is a tool for all
  28. 28. How can I make each team member have product vision in his mind 
 in the most detailed way and to transfer it to the product?
  29. 29. How can you make sure everybody remembers about the vision every day 
 in every smallest element? HOW CAN YOU MAKE IT WORK IN YOUR ORGANISATION?
  30. 30. THANK YOU Anna Zarudzka, Chilid Hi-End Web Design @annazarudzka, anna@chilid.pl www.chilidagency.com

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