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Does a Phase 1 / Phase 2 Approach Ever Actually Work?

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Are there best practices with a phase 1 / phase 2 approach?

By that, I mean a scenario where a product has features A, B, and C in 2018 and adds features D, E, and F in 2019. How do you avoid getting in over your head? How do you convey this plan in a roadmap?

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Does a Phase 1 / Phase 2 Approach Ever Actually Work?

  1. 1. Does a Phase 1 / Phase 2 Approach Ever Actually Work? Matt Anderson, @MattAndersonUT #svpcamp
  2. 2. Does a Phase 1 / Phase 2 Approach Ever Actually Work? #svpcamp
  3. 3. Does a Phase 1 / Phase 2 Approach Ever Actually Work? • Are there best practices with a phase 1 / phase 2 approach? – By that, I mean a scenario where a product has features A, B, and C in 2018 and adds features D, E, and F in 2019. How do you avoid getting in over your head? How do you convey this plan in a roadmap? #svpcamp
  4. 4. Does a Phase 1 / Phase 2 Approach Ever Actually Work? • As a product person, how can you grow your company and your career with a side project? • In this session, we’ll cover: – Examples of phased approaches – Whom to consider when phasing – When to use a phased approach – When NOT to use a phased approach #svpcamp
  5. 5. About Me #svpcamp • Matt Anderson – @MattAndersonUT – Product manager in Draper, UT for AvidXchange – Focus: payment & invoicing solutions embedded in NetSuite – Past work: mobile/web/API product manager
  6. 6. Examples of Phased Approaches #svpcamp • Robinhood core competency
  7. 7. Examples of Phased Approaches #svpcamp • Robinhood core competency
  8. 8. Examples of Phased Approaches #svpcamp • Robinhood core competency
  9. 9. Examples of Phased Approaches #svpcamp • Robinhood phase 1 Bitcoin features
  10. 10. Examples of Phased Approaches #svpcamp • Robinhood phase 1 Bitcoin features
  11. 11. Examples of Phased Approaches #svpcamp
  12. 12. Examples of Phased Approaches #svpcamp • Other good examples of phased approaches?
  13. 13. Whom to Consider when Phasing #svpcamp • Current users • Operations • Sales • Support • The dev team • Your executive team
  14. 14. When to Use a Phased Approach • If customers – internal and external – desire something huge, split it up on a roadmap as a phased rollout • Reasoning: – You can drive conversation and acceptance of the plan by putting the roadmap in front of people – You’re not promising perfection in the first delivery – Committing to elaborate plans is often seen as ambitious #svpcamp
  15. 15. When to Use a Phased Approach • If the initial phase offers enough value that people will use it • Reasoning: – If the product is complex or if customers will not use the product until both phases are complete, I wouldn’t recommend the phased approach #svpcamp
  16. 16. When to Use a Phased Approach • If it will minimize long development cycles • Reasoning: – Long development cycles lead to disinterested customers and give you only a limited window to correct mistakes #svpcamp
  17. 17. When to Use a Phased Approach • Since developers often work in agile cycles these days, product managers can even separate a dev launch from a marketing launch • Reasoning: – This allows you to quietly coordinate multiple dev launches while planning one big marketing launch for multiple phases #svpcamp
  18. 18. When to Use a Phased Approach • If something is not a workflow-type feature, it will break up into phases quite nicely • Example: making performance, stability, or security improvements to the product • Reasoning: – You’ll deliver value faster, and will allow you to measure impact before proceeding – You’re not promising perfection in the first delivery #svpcamp
  19. 19. When to Use a Phased Approach • New third-party software integrations, like when your payment product starts to integrate with bank APIs • Reasoning: – Third-party integrations need milestones and deadlines – The partnership you desire from the other party is probably a long- term one…that’s why you didn’t build it yourself #svpcamp
  20. 20. When to Use a Phased Approach • If your phases translate to customer segments, like rolling out a feature to Canada I phase 1 and Australia in phase 2 • Reasoning: – Each phase can be geared toward a unique customer segment – Working on them in phases allows you to focus on one segment at a time #svpcamp
  21. 21. When NOT to Use a Phased Approach • Major UI changes or site relaunches are not ideal for phasing • Reasoning: – Customers need to continue to be able to use your solution or solve their problem while you are launching your features #svpcamp
  22. 22. When NOT to Use a Phased Approach • Some organizations are a little too comfortable with the idea of phase 2 • A phased rollout plan can give you a false sense of certainty of your plans after the initial launch • Reasoning: – It creates the temptation to not plan your product as thoughtfully as possible, because it’s easy to add features to phase 2 that aren’t truly critical because the next phase feels distant #svpcamp
  23. 23. When NOT to Use a Phased Approach • When a phase isn’t justifiable on its own • To be successful, make sure you keep that core goal well defined and that you return to it at each stage of the project to confirm that you’re still geared toward solving that user problem • Reasoning: – A danger of a phased rollout is that you lose sight of your core goal, which is to solve a certain problem for your user #svpcamp
  24. 24. When NOT to Use a Phased Approach • If customers will not use the product until both phases are complete • Reasoning: – You aren’t going to gain any valuable information if the phase 1 you rush out doesn’t get used by the user #svpcamp
  25. 25. Does a Phase 1 / Phase 2 Approach Ever Actually Work? • We’ve covered: – Examples of phased approaches – Whom to consider when phasing – When to use a phased approach – When NOT to use a phased approach #svpcamp
  26. 26. Does a Phase 1 / Phase 2 Approach Ever Actually Work? Questions? Comments? #svpcamp

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