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How to measure the product value

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These are the slides of the talk Giovanni Puliti and I gave at Agile Business Day 2019 in Venice.

We talked about retrospective and predictive metrics and tools to support Product Owners and Designers to increase the value to be delivered.
Generally, the value of a product is represented by the balance between business outcomes and users’ needs. But how is this value actually measured? How is the user satisfaction measured? How can Product Owners, Designers and Developers validate their hypotheses regarding the product strategy? How can the team members agree that for each user story moved to “done” the next one moved to “doing” will increase the quality of the product and therefore the user satisfaction?
In our talk, we gave some tips to measure the User Experience and help the team in finding the right answers to the questions above.

Published in: Design
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How to measure the product value

  1. 1. How to measure the product value Agile Business Day September 14th 2019, Venezia
  2. 2. Ilaria Mauric Head of design @ilariamauric Giovanni Puliti Agile coach and Trainer @giovannipuliti
  3. 3. 489 € ~650 €
  4. 4. It’s undone when it’s done.
  5. 5. It’s undone when it’s done.
  6. 6. It’s undone when it’s done.
  7. 7. It’s done when it’s done. (aka “it works for me”)
  8. 8. Extended lifecycle BUSINESSPROFITS Development Introduction Growth Maturity Decline TIME
  9. 9. from backlog compiler from “it’s done when it’s done” to product strategist to “create something useful and valuable”
  10. 10. We need to measure in a different way.
  11. 11. Direct external measurements Indirect internal measurements
  12. 12. Indirect internal measurements
  13. 13. Indirect internal measurement Maintenance VS Dev
  14. 14. Indirect internal measurement Lead time, cycle time, etc. NUMBEROFACTIVITIES DAYS, WEEKS, SPRINTS Backlog Requirements gathering Development Test Deploy
  15. 15. No… I gave up by now…. When I call I’m kept on hold, no one ever answers. I don’t find you in the list….. Did you call to reschedule your appointment? We are here to answer every morning. I don’t doubt it… but I hold indefinitely and sometimes I got dropped. You tell me if there’s another service available every morning for 4 hourse…. I don’t think that a metric….
  16. 16. Direct external measurements. Getting out of the building.
  17. 17. B2 C B2 B2 C B2 Health Service (C)2 U
  18. 18. More a KPI than a User? ‣ Patients per room ‣ Staff-to-patient ratio ‣ Bed or room turnover ‣ Patient Wait Times By Process Step ‣ Time Between Symptom Onset & Hospitalisation ‣ Average Insurance Claim Processing Time & Cost ‣ … Source: https://www.clearpointstrategy.com/25-healthcare-metrics-kpis/
  19. 19. Define which data you want to use. Define how to use them. Be open to review them.
  20. 20. Qualitative design research Through live observation, face-to face interviews and stories, it aims to understand user’s behaviours, motivations, needs, pains, emotions and real contexts.
  21. 21. Quantitative design research Through numbers and graphs, it gives a picture of the magnitudo of the “nitty-gritty” facts, their distribution, their frequency, their tendency.
  22. 22. Qualitative design research Quantitative design research
  23. 23. What do we need? exploratory WHY innovation evaluative HOW maintenance SolutionProblem
  24. 24. We believe that improving the product water resistancy will help patients using it when swimming or training. KPI: product usage over summertime today: -40% - goal: same as winter ! We believe that letting users editing carbos 
 will improve ratings or reviews in the store KPI: ratings and reviews on the App Store today: 1,8 - goal: 2 !
  25. 25. Measuring UX in a scrum team, by Mr. David Travis at BAD Conference 2019
  26. 26. Takeaways
  27. 27. #1 Product is not making a project. We need to ask ourselves (first with the vision and the need profiling, but then with measurement) if what we’re building is useful for anybody
  28. 28. #2: PO Perspective ‣ PO is not just backlog compiler, or request decoder. ‣ A PO is a promoter, an investigator, an interviewer, a strategist. ‣ When it’s done it is still undone (understand a change of perspective is needed). ‣ Design during the setup phase (budgeting, design, staffing,.. ), resources to define the metrics and then apply them
  29. 29. BACKLOG ITERATIVE 
 PRODUCT 
 DEVELOPMENT 1
  30. 30. FEEDBACK BACKLOG ITERATIVE 
 PRODUCT 
 DEVELOPMENT 1
  31. 31. FEEDBACK BACKLOG ITERATIVE 
 PRODUCT 
 DEVELOPMENT 1
  32. 32. FEEDBACK VISION BACKLOG ITERATIVE 
 PRODUCT 
 DEVELOPMENT 2
  33. 33. FEEDBACK VISION BACKLOG ITERATIVE 
 PRODUCT 
 DEVELOPMENT 2 USER NEEDS
  34. 34. FEEDBACK VISION BACKLOG ITERATIVE 
 PRODUCT 
 DEVELOPMENT USER NEEDS 2
  35. 35. FEEDBACK VISION BACKLOG ITERATIVE 
 PRODUCT 
 DEVELOPMENT USER NEEDS 2
  36. 36. USER NEEDS FEEDBACK VISION BACKLOG ITERATIVE 
 PRODUCT 
 DEVELOPMENT 3 DELIVERED
 VALUE MEASURE
  37. 37. #3: UX perspective ‣ be crystal clear about the business model ‣ declare the personas of the product and their role (customers, users, stakeholders), but don’t ignore edge cases ‣ declare your KPIs (business, product and team) ‣ declare what are the principles that you’ll put in the product, regardless the KPIs
  38. 38. #3: UX perspective ‣ get out of the building, but don’t delegate: 
 bring data inside and use them ‣ define how to measure the internalisation of the research within your process, measure it like you measure your agility ‣ never forget that you are not the user of the product you’re working on.
  39. 39. References [ITA] Product ownership e misurazione del valore del prodotto http://bit.ly/ABD19POUX Quantitative versus Qualitativa Usability Testing https://www.nngroup.com/articles/quant-vs-qual/ [BOOK] Observing the User Experience (2012) https://www.amazon.it/Observing-User-Experience- Practitioners-Research/dp/0123848695 Thank you! " #

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