This document discusses collaborative product visioning using Scrum principles. It describes creating personas and defining customer needs to inspire team innovation. Teams understand business drivers and are freed to innovate. The product vision board brings together personas, needs, features, vision, and value proposition. Challenges to collaboration can be overcome by establishing success, beginning with proofs of concept, focusing on customer needs, and socializing emergent development.

1. Collaborative Product Visioning
with Scrum
presented by
Lisa Montaño

2. Overview
• Collaborative Product Development
defined
• Leveraging Scrum principles
• Team engagement inspires innovation
• The Product Vision Board – Practicing
collaboration, transparency,
communication with the visual artifact

3. Why Is Collaborative Visioning
Important?
• Motivates and energizes team to delight
customers long term
• Team understands business drivers and is
freed to innovate based on that
understanding

4. Collaborative Visioning Toolkit
• Persona creation
• Needs analysis
• High level feature definition
• Revenue model
• Vision statement

5. Persona Creation & Needs
Analysis
• Inputs
– Market conditions
– Competitive landscape
– Existing offerings
– Sales trends
– Demographic data
• Persona creation
• Define needs product will meet
• What is our product’s value proposition?

6. Define Features
• Emergent Product Development
• Minimum marketable features
• Focus on high-priority features first
• Get feedback
• Flesh out features, build on basics over
time

7. Revenue Analysis
• What is the revenue model for this
product?
• Is this product feasible?
– Do we have the existing capability to
build this product?
– Do we have the distribution network to
sell this product?

8. Product Vision Statement
• What is the purpose of a vision statement?
• What tools can we use to product a vision
statement?
– Product Box
– Elevator Pitch
– Magazine review
– Press Release

9. Putting It All Together: The Product
Vision Board
• Product Vision Board Purpose
• Elements
– Personas
– Needs
– Features
– Value
– Vision
• Audience

10. (Some) Impediments to
Collaboration
• Lack of organizational and/or customer
buy-in
• Urge for control and detailed specifications
• Lack of prioritization by business

11. Overcoming Objections
• Establish a track record of success
• Begin with a Proof-of-Concept
• Focus on Fulfilling customer needs
• Use an emergent product roadmap
• Be a ―Collaboration‖ champion to your
organization

12. Summary
• Collaborative Product Visioning anchors teams for
innovation
• Teams set up to succeed with innovation will delight
customers
• Customer delight will fuel revenue
• Establish a track record of success—start with a proof of
concept
• Focus on meeting customer needs
• Socialize emergent, iterative product development
• Leverage Scrum principles