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PRODUCT OWNERSHIP
AS IF YOU MEANT IT
LKCE
04.11.2013, Hamburg
Stefan Roock
stefan.roock@it-agile.de
Twitter: @StefanRoock
About me
Stefan Roock
stefan.roock@it-agile.de
Twitter: @StefanRoock

coach / consultant
(and CEO) at
This session...
product
development

services, operations,
support, etc.

Main thesis of this session:
One size (type of p...
often: before agile/lean
Stakeholder (e.g. Marketing, Finance, ...)

Requirements

decision
paralysis &
chaos
Team
first step towards agile/lean
Stakeholder

Single
Input
Queue

Team

Requirements
first step towards agile/lean
Stakeholder

Requirements

Single
Product Input
Owner Queue

Team
Product Ownership: single input queue

Manage stakeholders

Prioritize work for
development team to avoid
decision paralys...
Typical Scenario 1/3
Stakeholder

I want A.

Doesn‘t
match my prios

Product
Owner
Typical Scenario 2/3
Stakeholder

Stakeholder

I want A.

Doesn‘t
match my prios

Product
Owner

I want A.

OK

Manager
Typical Scenario 3/3
Stakeholder

Stakeholder

I want A.

Product
Owner

I want A.

OK

Manager

Do A!

Manager

Doesn‘t
m...
The Job of Product Ownership

Create products that
delight customers by
making ROI optimizing
product decisions.
Typical Scenario 3/3
Stakeholder

Stakedelighted
holder
customers?

I want A.

Doesn‘t
match my prios

Product
Owner

I wa...
first step towards agile/lean
Stakeholder

Requirements

delighted
customers?

Single
Product Input
Owner Queue

Team
first step towards agile/lean
Stakeholder

Requirements

Make sure that
given features get
implemented.

Single
Project Pro...
Product Ownership: the third eye

Know customers‘ needs

Manage stakeholders

Prioritize work for
development team to avoi...
• Berlin located
• 250+ employees
• 70% of employees in independent

Game Teams (one team, one game)
• „You build it, you ...
Product Ownership

Each team has one fully
empowered Product Lead
who is in charge of
product decisions.
Sandboxing: Limit...
• Hamburg located
• 180+ employees, organized in

teams (no departments)
• One product (web construction
toolkit)
Team
Team

Team

Founders
Team

Team

Team

Team
Product Owner?
Team-Mission
Product
Owner?
Team-Mission
Team-Mission

Team-Mission
Team-Mission
Product
Owner!
Goal#1
Team-Mission

Team-Mission
and then...
Team-Mission
Product
Owner
Goal#1
Team-Mission

self-selected
Product Owner

Team-Mission
Product
Owner!

Team-Mission
Goal #1

Product Owner collaborates
Team-Mission
closely face-2-face with the
team.
Team-Miss...
Meet „a german newspaper“
Value

Value

Advertising

Subscriptions

A

10

20

100

B

20

0

85

C

5

5

70

Stakeholder...
Meet „a german newspaper“
Value
Advertising

Feature
A
B
C

Value
Subscriptions

...

Aggregated
Value

Somebody (or a gro...
Meet „a german newspaper“
Value
Advertising

Feature
A
B
C
...

Value
Subscriptions

Aggregated

...

Value

Prerequisites...
Types of Product Ownership
Example

Type of Product
Appropriate for...
Ownership

Wooga

Empowered Product

Innovative new...
Types of Product Ownership
Example

Type of Product
Appropriate for...
Ownership

Wooga

Empowered Product

Innovative new...
Types and Styles of Product Ownership
Style

Type

NonCooperative
Wooga
Jimdo
newspaper
...

...

Cooperative
Costs

by t
sts en
Co pm s
elo ence
ev ici
d ff
ine

Level of collaboration between
product owner and team
Costs

Co
re sts
qu b
i re y b
me ad
nt
s

by t
sts en
Co pm s
elo ence
ev ici
d ff
ine

Level of collaboration between
pr...
Costs

Co
re sts
qu b
i re y b
me ad
nt
s

Overall costs

by t
sts en
Co pm s
elo ence
ev ici
d ff
ine

Level of collabora...
Costs

Co
re sts
qu b
i re y b
me ad
nt
s

Overall costs

by t
sts en
Co pm s
elo ence
ev ici
d ff
ine

Do we need more
or...
From here to there
Product Board
CEO

Sales

...

Dev

...

Test

...

...

...
Product Board
CEO

All persons required to make
Vertrieb
tough product Dev
decisionsTest
come
together regularly (eg. biwe...
Product Board
CEO

Product Ownership with a Product
Board is more reactive than „classic“
Vertrieb
Dev
Test
...
Distribute...
THANK YOU FOR YOUR
ATTENTION
Questions? Contact me!

Stefan Roock
stefan.roock@it-agile.de
@StefanRoock
Product ownership as if you meant it
Product ownership as if you meant it
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Product ownership as if you meant it

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Slides from the session at the LKCE (Lean Kanban Central Europe), 04-nov-2013
Main thesis: There are different types of product ownership and depending on business/product state the appropriate model should be used.

Published in: Technology, Business
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Product ownership as if you meant it

  1. 1. PRODUCT OWNERSHIP AS IF YOU MEANT IT LKCE 04.11.2013, Hamburg Stefan Roock stefan.roock@it-agile.de Twitter: @StefanRoock
  2. 2. About me Stefan Roock stefan.roock@it-agile.de Twitter: @StefanRoock coach / consultant (and CEO) at
  3. 3. This session... product development services, operations, support, etc. Main thesis of this session: One size (type of product ownership) doesn‘t fit all. Analysis of different types of product ownership. Understanding pros and cons of product ownership types. Finding the appropriate type of product ownership for your context.
  4. 4. often: before agile/lean Stakeholder (e.g. Marketing, Finance, ...) Requirements decision paralysis & chaos Team
  5. 5. first step towards agile/lean Stakeholder Single Input Queue Team Requirements
  6. 6. first step towards agile/lean Stakeholder Requirements Single Product Input Owner Queue Team
  7. 7. Product Ownership: single input queue Manage stakeholders Prioritize work for development team to avoid decision paralysis. picture inspired by http:/ /www.romanpichler.com/blog/roles/picasso-product-owner/
  8. 8. Typical Scenario 1/3 Stakeholder I want A. Doesn‘t match my prios Product Owner
  9. 9. Typical Scenario 2/3 Stakeholder Stakeholder I want A. Doesn‘t match my prios Product Owner I want A. OK Manager
  10. 10. Typical Scenario 3/3 Stakeholder Stakeholder I want A. Product Owner I want A. OK Manager Do A! Manager Doesn‘t match my prios Hrmpf... Product Owner
  11. 11. The Job of Product Ownership Create products that delight customers by making ROI optimizing product decisions.
  12. 12. Typical Scenario 3/3 Stakeholder Stakedelighted holder customers? I want A. Doesn‘t match my prios Product Owner I want A. OK Manager Do A! Hrmpf... Manager Who is the Product Owner? Product Owner
  13. 13. first step towards agile/lean Stakeholder Requirements delighted customers? Single Product Input Owner Queue Team
  14. 14. first step towards agile/lean Stakeholder Requirements Make sure that given features get implemented. Single Project Product Input Manager Owner Queue Team
  15. 15. Product Ownership: the third eye Know customers‘ needs Manage stakeholders Prioritize work for development team to avoid decision paralysis picture inspired by http:/ /www.romanpichler.com/blog/roles/picasso-product-owner/
  16. 16. • Berlin located • 250+ employees • 70% of employees in independent Game Teams (one team, one game) • „You build it, you run it“ - Werner Vogels (Amazon, CTO)
  17. 17. Product Ownership Each team has one fully empowered Product Lead who is in charge of product decisions. Sandboxing: Limit risks with predefined boundaries (e.g. in terms of money)
  18. 18. • Hamburg located • 180+ employees, organized in teams (no departments) • One product (web construction toolkit)
  19. 19. Team Team Team Founders Team Team Team Team
  20. 20. Product Owner?
  21. 21. Team-Mission Product Owner? Team-Mission Team-Mission Team-Mission
  22. 22. Team-Mission Product Owner! Goal#1 Team-Mission Team-Mission
  23. 23. and then... Team-Mission Product Owner Goal#1 Team-Mission self-selected Product Owner Team-Mission
  24. 24. Product Owner! Team-Mission Goal #1 Product Owner collaborates Team-Mission closely face-2-face with the team. Team-Mission
  25. 25. Meet „a german newspaper“ Value Value Advertising Subscriptions A 10 20 100 B 20 0 85 C 5 5 70 Stakeholders within the company rate the values. Automagical prioritization Feature ... Aggregated Value ... Everybody may add features
  26. 26. Meet „a german newspaper“ Value Advertising Feature A B C Value Subscriptions ... Aggregated Value Somebody (or a group of somebodies) • defined the columns (value categorization) • defined the formula for computing the aggregated value ... Everybody may add features Product Owner Stakeholders within the company rate the values. Automagical prioritization
  27. 27. Meet „a german newspaper“ Value Advertising Feature A B C ... Value Subscriptions Aggregated ... Value Prerequisites • mature business (customers needs are well understood and change slowly) • solid understanding of business value generation / value stream Everybody may add features Stakeholders within the company rate the values. Automagical prioritization
  28. 28. Types of Product Ownership Example Type of Product Appropriate for... Ownership Wooga Empowered Product Innovative new products Owner with limited investment Jimdo „Top manager“ as Innovative products with Product Owner major investment newspaper Product Decision ... Mechanism Mature business
  29. 29. Types of Product Ownership Example Type of Product Appropriate for... Ownership Wooga Empowered Product Innovative new products Owner with limited investment Jimdo „Top manager“ as Innovative products with Product Owner major investment newspaper Product Decision Mechanism Mature business ... Combine models!
  30. 30. Types and Styles of Product Ownership Style Type NonCooperative Wooga Jimdo newspaper ... ... Cooperative
  31. 31. Costs by t sts en Co pm s elo ence ev ici d ff ine Level of collaboration between product owner and team
  32. 32. Costs Co re sts qu b i re y b me ad nt s by t sts en Co pm s elo ence ev ici d ff ine Level of collaboration between product owner and team
  33. 33. Costs Co re sts qu b i re y b me ad nt s Overall costs by t sts en Co pm s elo ence ev ici d ff ine Level of collaboration between product owner and team
  34. 34. Costs Co re sts qu b i re y b me ad nt s Overall costs by t sts en Co pm s elo ence ev ici d ff ine Do we need more or less collaboration? Level of collaboration between product owner and team
  35. 35. From here to there
  36. 36. Product Board CEO Sales ... Dev ... Test ... ... ...
  37. 37. Product Board CEO All persons required to make Vertrieb tough product Dev decisionsTest come together regularly (eg. biweekly). ... ... ... ... ...
  38. 38. Product Board CEO Product Ownership with a Product Board is more reactive than „classic“ Vertrieb Dev Test ... Distributed Product Ownership, but still slower than Single Product Ownership. ... ... ... ...
  39. 39. THANK YOU FOR YOUR ATTENTION Questions? Contact me! Stefan Roock stefan.roock@it-agile.de @StefanRoock

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