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PCATX20 - If you build it, will they use it?

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Presentation from ProductCamp Austin from February 2018

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PCATX20 - If you build it, will they use it?

  1. 1. 2/12/2018 1 If You Build It, Will They Use It? Leveraging Business Objectives to Deliver Successful Projects betsy.stockdale@seilevel.com Betsy Stockdale Sponsors Advocates In Kind Supporters
  2. 2. 2/12/2018 2 Why we need to cut scope Business objectives defined Using business objectives to select features A long time ago in a galaxy far, far away… Blue, the Product Manager, focused his battle strategies on ON-TIME DELIVERY But today, it’s not enough, budgets are being CUT DRASTICALLY
  3. 3. 2/12/2018 3 We have difficult decisions to make about cutting scope 65% of features can be cut feature feature feature X X X X X X feature feature feature feature feature feature
  4. 4. 2/12/2018 4 Skeptical about the 65%? Does the squeakiest wheel get to build their features? Does the most senior member of the team pick? Why don’t we roll the dice? Could you calculate the value of each feature? How do we decide which features to cut? Select features that add the most value by using…. BUSINESS OBJECTIVES!
  5. 5. 2/12/2018 5 Why we need to cut scope Business objectives defined Using business objectives to select features ✓ What’s your definition of a business objective? The business benefit the organization expects to receive
  6. 6. 2/12/2018 6 How can we identify business objectives? Confidently ask “why” stakeholders are doing the project Understand the problem they are trying to solve It’s okay to not know! BUSINESS PROBLEM BUSINESS OBJECTIVE Focus on money Business objectives relate to “money” Reduce costs Increase revenue
  7. 7. 2/12/2018 7 The Best & Worst of 2014 October. Issue 007 Cover story: Look at what companies set as the best business objectives of the year and where they simply fell flat See inside for “Our Top BA Model” Popular Business Analyst Attire Work with a partner to identify your best and your worst business objectives PDM Secrets Revealed Inside! Monkey Wins Elicitation Contest Agenda Why we need to cut scope Business objectives defined Using business objectives to select features ✓ ✓
  8. 8. 2/12/2018 8 Typical business analysis approach PRODUCT FEATURES BUSINESS PROBLEM SUCCESS METRICS A business objectives approach BUSINESS PROBLEM BUSINESS OBJECTIVE PRODUCT CONCEPT FEATURES Features may have changed Product Concept may have changed PRODUCT CONCEPT FEATURES
  9. 9. 2/12/2018 9 The Business Objectives Model Business Problem 1 Business Objective 1 Product Concept Feature 1 Business Problem 2 Business Objective 3 Business Objective 2 Business Problem 6 Business Problem 5 Business Problem 4 Business Problem 3 Feature 3 Feature 2 Business Objective 4 Business Objective 6 Business Objective 5 Business Objective 2 Provide training to 100% of sales team Example of a Business Objective Model Business Problem 1 Sales team not selling enough products BusinessObjective 1 Increase sales to $1 million Product Concept Online Training Business Problem 2 Sales team doesn’t understand products Download Training Training Surveys
  10. 10. 2/12/2018 10 We can use Objective Chains to select features Objective Factor Business Objective Objective Factor Objective Factor Objective Factor Objective Equations Data Needs Features Features Evaluate the value of features or sets of features Current state & Assumptions: 1000 sales reps 600 take training today 90% pass tests if trained 25% pass tests if not trained 640 pass tests today $200/day more sales if trained Example of an Objective Chain Increasing # sales reps who passed tests increases sales Increase Revenue Taking training before tests increases # passed tests DOWNLOADABLE TRAINING ONLINE TRAINING 835 pass tests now (90% of 900 + 25% of 100) $39K increase in sales ($200 x 195 new passed tests) Providing training options outside classroom increases participation Providing online training increases # of reps taking training Providing offline training increases # of reps taking training Participation increases by 2% Feature value = $2.6K 300 more reps take training (30% of 1000) Participation increases by 30% $39,000/day $2,600/day
  11. 11. 2/12/2018 11 Customer creates cart Customer contacts call center Customer edits cart live with Rep Rep edits cartRep imports cart Customer completes sale online Rep completes sale Rep exports cart to Customer Business Objective: Increase sales by $14M; on-time launch critical Customer creates cart Customer contacts call center Customer edits cart live with Rep Rep edits cartRep imports cart Customer completes sale online Rep completes sale Rep exports cart to Customer X X X $12M $2M $250K Cutting Scope Success Story • Shared cart had to launch by holiday season to achieve any ROIProblem • Missing deadline would net $0, ROI (potential ROI was $14M)Risk • Seilevel analysis revealed scope would lead to $0M and cut scope to achieve $12M ROISolution Why we need to cut scope Business objectives defined Using business objectives to select features ✓ ✓ ✓
  12. 12. 2/12/2018 12 Why don’t you have business objectives? ✓Confusion about what business objectives are ✓Management won’t tell us ✓Stakeholders don’t want to be measured ✓Stakeholders don’t actually agree on the objectives There are challenges in measuring the value of features Complaints about time to write and evaluate Data isn’t collected today Organizations don’t want to take time to measure Business objectives aren’t defined to use in prioritization
  13. 13. 2/12/2018 13 What if I can’t do this? Sponsors Advocates In Kind Supporters

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