Agile Product Management In Practice<br />(Lessons Learned the Hard Way)<br />
Me<br />Geek<br />Mom<br />Sr. Product Manager, Web, Salesforce.com<br />
cc http://www.flickr.com/photos/exeigousto<br />
You?<br />A product manager or designer working with agile<br />Using agile for development and new to product management<...
Definitions<br />3 Key Concepts<br />In Practice<br />
Support Project<br />Research Project<br />Development Project<br />Concept<br />Strategy<br />Development<br />Evolution<...
CC http://www.flickr.com/photos/cjdaniel<br />
Unfortunately…<br />cc http://www.flickr.com/photos/dblancquaert/<br />
ag· ile (āj'əl, -īl')   adj. Characterized by quickness, lightness, and ease of movement; nimble. <br />[French, from Lati...
Agile Manifesto<br />Individuals and interactions over processes and tools<br />Working software over comprehensive docume...
cc http://www.flickr.com/photos/peter_heilmann<br />
cc http://www.flickr.com/photos/jm2c<br />
Increment<br />
Scrum<br />Product Backlog<br />Sprint Backlog<br />
Story<br />As a <type of user> I want <some goal> so that <some reason><br />
Tasks<br />Modify users table in DB<br />Include title in validation<br />Write test cases<br />
Sprint<br />
Roadmap - releases over time<br />Release - collection of sprints<br />Sprint - batch of stories<br />Story - decomposed i...
=~..=+??I??+I????+++=~~::,..,.......,I<br />=,.:~++?+????????++?+===~~,.........,=<br />,,.~===??II?????+?+?+++==~,..........
:=~~~~~~~~~===~~==~=~==================+=+=+==+++++++??++?+?++?+++??+??+++++?????++?????+????+?+?+??:~:~~~~~~==~=~~~==~==+...
Strategy - drives the roadmap<br />Roadmap - releases over time<br />Release - a collection of sprints<br />Sprint - batch...
Vision<br />Abstract<br />Roadmap<br />Theme<br />Epic<br />Story<br />Task<br />Execution<br />Concrete<br />
One List to Rule Them All<br />Ready Stories (20%)<br />Mix of Stories + Epics<br />(60%)<br />Epics by theme<br />(20%)<b...
Iterate<br />
http://www.projectcartoon.com/<br />
Design<br />Research<br />Build<br />Validate<br />
Research<br />Design<br />Build<br />Validate<br />
Abstract<br />Concept testing<br />Analytics<br />Usability testing<br />Integration<br />Functional<br />Unit<br />Concre...
[Some Picture]<br />Collaboration<br />Collaborate<br />CC http://www.flickr.com/photos/brenderous/<br />
Mutual respect, understanding and trust<br />Appropriate cross section of members<br />Members see collaboration as in the...
http://www.flickr.com/photos/practicalowl/<br />
cc http://www.flickr.com/photos/ethanhein<br />
Conflict is healthy<br />Opinions are welcome<br />Data is more welcome<br />Product owner is responsible<br />
In Practice<br />
Product Lifecycle<br />
Workingpoint<br />Start with a vision<br />Identify the big pieces (MVP)<br />Create a gantt chart<br />Internalize depend...
Product Creation<br />Design stories happen a cycle ahead<br />Design is subject to change in development<br />Testing is ...
requirements<br />design<br />build<br />test<br />
Product Introduction<br />Inherently agile<br />Don’t try to make it too Scrummy<br />Have a detailed run list<br />Stabil...
MarketLive<br />Start with a team<br />Stack the deck<br />Prioritize with customers<br />All in team<br />Deliver constan...
Product Growth/Maturity<br />Don’t rely on stories alone, document<br />Separate deployment from release<br />
agile methods are a better way of developing software (duh)<br />agile product management requires a shift in thinking<br ...
CC http://www.flickr.com/photos/cjdaniel<br />
ilen@ilen.org<br />twitter.com/ilen<br />
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Agile Product Management In Practice

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Presented at WebVisions 2010

SCRUM has popularized the notion of a product owner, but how does that mesh with traditional product management and design?

Some lessons from the field in how to maintain a holistic product strategy and user experience in an incremental world.

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  • Hi Ilen,

    Thanks for the slide. Though its like 2 years now when you posted this, I still find it very useful now when I am trying to come up with an agile new product development methodology for my technology group, which lies in a big organization.

    One question if you can answer, does something like scrum work well for development product which involves not only software but also hardware?

    Regards,
    Sid
       Reply 
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  • Restate before launching in.
  • Separate the discipline from the activitiesProduct marketing – Outbound PMProject management – InboundProduct management – Inbound PM
  • REFERENCES:http://agilemanifesto.org/
  • Example of Acceptance Criteria:As a user I want to register so that I can access the applicationGet feedback in realtime- Enter my title
  • REFERENCES:Planning and Tracking Agile Projects, Mike Cohn, p. 7http://www.mountaingoatsoftware.com/system/presentation/file/51/bayXP_070320_PlanningAgileProjects.pdfEXAMPLES:Task: add title field to formStory: As a user I want to register so that I can access the applicationEpic: SignupTheme: Ease of useRoadmap:Strategy: No phone sales
  • Reflected in XP, Scrum, Kanban
  • Hypothesis + test
  • Source: Mike CohnDEFINITION OF ITERATIONAdd more examples of what comprises validation
  • Simple to say, hard to do.
  • The dysfunctional view of organizational conflict is imbedded in the notion that organizations are created to achieve goals by creating structures that perfectly define job responsibilities, authorities, and other job functions.  Like a clockwork watch, each &quot;cog&quot; knows where it fits, knows what it must do and knows  how it relates to other parts.  This traditional view of organizations values orderliness, stability and the repression of any conflict that occurs.  Using the timepiece analogy we can see the sense in this.  What would happen to time-telling if the gears in our traditional watches decided to become less traditional, and re-define their roles in the system?  --Robert Bacal
  • Cooperation can impair trustDiscuss culture of yes, no, maybeREFERENCES:Michael Roberto, varioushttp://michael-roberto.blogspot.com
  • References:Adapting Usability Investigations for Agile User-centered Design, Desiree SyJournal of Usability Studies Vol. 2, Issue 3, May 2007, pp. 112-132http://www.upassoc.org/upa_publications/jus/2007may/agile-ucd.htmlThe New New Product Development Game, HirotakaTkeuchi and IkujiroNonakaHarvard Business Review  Jan 01, 1986. Prod. #: 86116-PDF-ENG http://hbr.org/product/new-new-product-development-game/an/86116-PDF-ENG
  • Agile Product Management In Practice

    1. 1. Agile Product Management In Practice<br />(Lessons Learned the Hard Way)<br />
    2. 2. Me<br />Geek<br />Mom<br />Sr. Product Manager, Web, Salesforce.com<br />
    3. 3. cc http://www.flickr.com/photos/exeigousto<br />
    4. 4. You?<br />A product manager or designer working with agile<br />Using agile for development and new to product management<br />Wondering what this whole agile thing is about<br />
    5. 5. Definitions<br />3 Key Concepts<br />In Practice<br />
    6. 6. Support Project<br />Research Project<br />Development Project<br />Concept<br />Strategy<br />Development<br />Evolution<br />Product Management <br />Overall market success and evolution of a product and its related services<br />
    7. 7. CC http://www.flickr.com/photos/cjdaniel<br />
    8. 8. Unfortunately…<br />cc http://www.flickr.com/photos/dblancquaert/<br />
    9. 9. ag· ile (āj'əl, -īl')   adj. Characterized by quickness, lightness, and ease of movement; nimble. <br />[French, from Latin agilis, from agere,to drive, do]<br />CC http://www.flickr.com/photos/96dpi/<br />
    10. 10. Agile Manifesto<br />Individuals and interactions over processes and tools<br />Working software over comprehensive documentation<br />Customer collaboration over contract negotiation<br />Responding to change over following a plan<br />
    11. 11. cc http://www.flickr.com/photos/peter_heilmann<br />
    12. 12. cc http://www.flickr.com/photos/jm2c<br />
    13. 13. Increment<br />
    14. 14. Scrum<br />Product Backlog<br />Sprint Backlog<br />
    15. 15. Story<br />As a <type of user> I want <some goal> so that <some reason><br />
    16. 16. Tasks<br />Modify users table in DB<br />Include title in validation<br />Write test cases<br />
    17. 17. Sprint<br />
    18. 18. Roadmap - releases over time<br />Release - collection of sprints<br />Sprint - batch of stories<br />Story - decomposed into tasks<br />Task - work worth tracking<br />
    19. 19. =~..=+??I??+I????+++=~~::,..,.......,I<br />=,.:~++?+????????++?+===~~,.........,=<br />,,.~===??II?????+?+?+++==~,..........=<br />...:+?++??????++=?=??=+==~...........,<br />...,+==~=+?++=:::~~:::::::,...........<br />...:,:=:~~=?+:,:=,..:,.,~~:,.,..,.....<br />...==~=:~==?+:~=??===~+++=:,..........<br />,..~++=~=?+?+~==++++++++==:,..........<br />,..=++??+++?+=++??I???++=~,...........<br />...:=++??++?+=++?+???+=~~:,...........<br />....=?+??++?==~++??+++=~~,............<br />
    20. 20. :=~~~~~~~~~===~~==~=~==================+=+=+==+++++++??++?+?++?+++??+??+++++?????++?????+????+?+?+??:~:~~~~~~==~=~~~==~==+==~==~===+=+===+=++==++===+~=+++=+++=+=+?++++?+?+++??++???+????++?+++?????+++?=~~~~~=~~~=~=~==~=======++===~===+===+=++++:...,.,.,,,.,,.+++=++=++????++++?I?????????????II?????++?~~~~=~~~:=======~~===========+++====+++=+...:,...,.....,,,...+++++?I?++++++???????????I????I????+???~:~:~~=~=~====~=~===+=~++====++==++++=~.,,,,~,,,,....,....,....=+?+??+?+++++???+?????I????I?????????==:~~:==~~=+=+=+=+===+~==+==++==+=+++=..,::,,:,,,....,..........~+????I++??????+??????I?II???I??????==+=~=~~====~===++====+====++==++++?=.,,==+++++=+=~,,............,?+?+??????+?I?????III??I?I???+????=~~==~=~=+==~===+===+=+++++==+++?++~.~==~???I??+++==:,,...........,+????+????????I??I????III????I+?I~======~~====~===++++++++++++++?++=,~+++III?I?II??+=~~:,,..........++?????+?I?IIII?I??IIIIII?????+?+~~=~~=~=====++=++=+++?=++++++??+?=..~=??I???I??????+=~:::..,........+???+????????I??I?IIII7IIII??+?I=~=~=====+++=++++=+++++=+++++???=~..=+??I??+I????+++=~~::,..,.......,I+=++?+++????I????I?IIIIII?????~=====~===++++++++=+?+++?+==??I:=,.:~++?+????????++?+===~~,.........,=~~+=+++????I+?I?IIIIIII????+??:~~~~~:~~=+=++==+=++++=?++=+???~,,.~===??II?????+?+?+++==~,..........=+=+=~=+??+??+?I?IIIIIIIII??+++,:,:~~~~~==~====~+++??+???I???~=...:+?++??????++=?=??=+==~...........,:~:==++==+++++?????IIIIII?++++:,,:~::~:~::~=~~~~~~==?+?????+=~...,+==~=+?++=:::~~:::::::,...........:,~~:=====++=++??II?IIIII???++,.,:~~::~:::,::::,,::~+++???++::...:,:=:~~=?+:,:=,..:,.,~~:,.,..,.....:~~::~=~=+===++??IIIIII?+??+++,,~,,:~::,:::::,,:~~~~+++=+++=~....==~=:~==?+:~=??===~+++=:,..........::::~:~~=:=====+?IIIII???++?++:,,,:::~:,::~:,:,::~:++=~::~+=~,,..~++=~=?+?+~==++++++++==:,..........::::~~==~~======+???I?+??+?+++:,.,,,,,::~,,,,,,,,::,,~:~::~~:,,..=++??+++?+=++??I???++=~,...........:==~~~=~~~~,~~~=+???I??+?+++++,,,,:,:~,,.:,,.,:,,,,.,:::,,:::....:=++??++?+=++?+???+=~~:,...........:==~=======++++?++??++=+++=+=+......,:,.,,:,,.,,,:,,,,,,,,:,......=?+??++?==~++??+++=~~,.............,.:,,:~::~~~~+=++++===~=~~=+=,..::,.,,,.,,,,,,:::~,:,,,,,....,...~=+++=??~:~~+??+==~~:,............,,,::,::::~:~,::~=====~+~~~:::....,,,.,..,,,,,::,,,,::.:..,.......:~==+++,,.,=++====~::,..............:::,:,~:,,~~~~~,~~~=~+:~~~::......,,,..,,,,:,,:,,.~,,,:,,........~=~=+?==~==~~==+=~~:,............,.:,,~:::::::::,~~~~=~=,~:,:.:......,.,..,,,..,,,,.,:,,...,........~===++=~~:~==+==~~::,,...........,.,,:::::::~:::~:~=~:~=::::::=....,..,,.,,:......,,,,,,,,,,.........:==+=~,,~~=~=+~:::.,.............,.::,=~~,,::~:::~:=::,:~:~~::....,.,.,..,.,...,,,.,:,,,:,:..,........~=+??+++==~::,,,................,:~,::~~~:~,:~~~~:::,:~~~=::...,.,...,.....,,,.,:,,:,,,::,,..,.......:++??~=~~:,,,,,.................:::~:=~~:,~:::::~:~:~::~~::........,.....,.,,.,,,:,,,~~=~,.,.........,:=~~,,,,,,,...,..............,~,~.~=.::,::::~,:,:~:~:,~:~,..,,...,,,.,...,.,,:.,.,::~~:.................,..,....,,..,,............:~,::~:,,=:,,=,::,:~::~~,:~........,.,,,:,,::::,::,~=~:=~:..............::,,,,.,,,,.,:,,............:,~~:,,:,~~:,:~:,:::::::,,~..........:,,,,,:::~:~~:~~:::~:,.............~==::,,,,,::::::,.......,...:,~::~=~~~=:~~~~~:~~~~~~::~.........,:~~:.,:::~::::::::,,:,.............,=+~~~~:~:~~~~:~:.,.....,....,:::~~~:=~~:=::====:~:~:,:...,..,,.,.,,.,:,,.,::,:::~~~,:,.............,=====~==~~==~=~:..,....:.........,,,:+:,,~=+===+:==~::,.,,.,.,,::,,,,.,.:..,,,,,,:.,,............,:=~=+=+=+~+=====+~:,,,,,,,,........,,,:,,,,::+===:~:=:::,,,.,,,,.,,:.:.:.,,..,..,..,.............~~=++++?+++==??++?==~~~,:,:,,......::,:,,~~~=~~=++=:~::~::,.,,,.....,,,...,:,.,..................,:=?++I++++++++???=?+=+:,,.,~::,,......,,:,:=++++==~=~==~~~:::........::,,..,:,,,...,...,..........,==???++?++?+?I??+????==~,:,,~:,,...,.....,,,:=+~===~=:~~+:==~~.,.....,,.,,.::::,,.................,,=+=+?+?????++???+?+++++~~~:,~:,.......,....,:,~~~+==~=~~:===::....:.,,,.:,::,::.,,,.,,.,........,,:==+???????+???????+=+?==~:::,,:,....,::,,,..,:=,=:+=~?=::=:=:=~,,..,...~:~~,~::,:,:,.:,,,........:,,:=+????I+?+?++???I+??++?,~,,:.,..,:~,,,,.,.....::::=++=~=++=+++....,...,.~~:::~~:,,,,::.........,~::+?????????????????+??+==~~~,:,.:~~=~:~~::,,,.....,:,::~~:~:=~==,,.....,.....:::,:::::,..........=+~:+?+I+???I?????I?????++=~~::,,=~:~~+=++~::,,........,,:,,:.:,~::,...,,,,.,..,::~:~:~,:.........,~~=++??I+????????I??????++?=~~~~=:~~==~~:,,.,............,,,,,..,~++.,..,..,,,...,,,,::::...........,+++????=???+??I??I?I?III?++=~::~~~:,,.,..................,:,,,,,:,,.,.....:,,,,.::,,~~~..........,::,==????+=???I??II?I????+?+~:,:,,,.,.:.....................,,,::,,,:,,..::,::::,,:~~::..............,:~:,:~=~+????I+??I??+??=~=~::,...,.........................:,:::,,~..,,,,,,,:,:::,,,............,,:,,,:~,::,,::==?++?+???+~~,:,:............,..................,:,::,,:<br />
    21. 21. Strategy - drives the roadmap<br />Roadmap - releases over time<br />Release - a collection of sprints<br />Sprint - batch of stories<br />Story - decomposed into tasks<br />Task - work worth tracking<br />
    22. 22. Vision<br />Abstract<br />Roadmap<br />Theme<br />Epic<br />Story<br />Task<br />Execution<br />Concrete<br />
    23. 23. One List to Rule Them All<br />Ready Stories (20%)<br />Mix of Stories + Epics<br />(60%)<br />Epics by theme<br />(20%)<br />
    24. 24. Iterate<br />
    25. 25. http://www.projectcartoon.com/<br />
    26. 26.
    27. 27. Design<br />Research<br />Build<br />Validate<br />
    28. 28. Research<br />Design<br />Build<br />Validate<br />
    29. 29. Abstract<br />Concept testing<br />Analytics<br />Usability testing<br />Integration<br />Functional<br />Unit<br />Concrete<br />
    30. 30. [Some Picture]<br />Collaboration<br />Collaborate<br />CC http://www.flickr.com/photos/brenderous/<br />
    31. 31. Mutual respect, understanding and trust<br />Appropriate cross section of members<br />Members see collaboration as in their self-interest<br />Ability to compromise<br />Ken H. Judy, IlioKrumins-Beens, "Great Scrums Need Great Product Owners: Unbounded Collaboration? and Collective Product Ownership," hicss, pp.463, Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008), 2008<br />
    32. 32. http://www.flickr.com/photos/practicalowl/<br />
    33. 33. cc http://www.flickr.com/photos/ethanhein<br />
    34. 34. Conflict is healthy<br />Opinions are welcome<br />Data is more welcome<br />Product owner is responsible<br />
    35. 35. In Practice<br />
    36. 36. Product Lifecycle<br />
    37. 37. Workingpoint<br />Start with a vision<br />Identify the big pieces (MVP)<br />Create a gantt chart<br />Internalize dependencies <br />Throw away the gantt chart<br />Remove some of the big pieces<br />Launch early<br />
    38. 38. Product Creation<br />Design stories happen a cycle ahead<br />Design is subject to change in development<br />Testing is continuous<br />
    39. 39. requirements<br />design<br />build<br />test<br />
    40. 40. Product Introduction<br />Inherently agile<br />Don’t try to make it too Scrummy<br />Have a detailed run list<br />Stabilization sprint<br />Launch once release often<br />
    41. 41. MarketLive<br />Start with a team<br />Stack the deck<br />Prioritize with customers<br />All in team<br />Deliver constantly<br />
    42. 42. Product Growth/Maturity<br />Don’t rely on stories alone, document<br />Separate deployment from release<br />
    43. 43. agile methods are a better way of developing software (duh)<br />agile product management requires a shift in thinking<br />it's not that scary<br />cc http://www.flickr.com/photos/gareandkitty<br />
    44. 44.
    45. 45. CC http://www.flickr.com/photos/cjdaniel<br />
    46. 46. ilen@ilen.org<br />twitter.com/ilen<br />

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