SlideShare a Scribd company logo
1 of 49
Scaling & Aligning
Mobile Product Management
Product Tank Lisbon, February 2016
Hello, I’m Arne!
Director Mobile Product Management
Mobile Platforms
Product Tank Hamburg & MWC
@arnekittler
Professional network
People, Jobs, News, Events
9 Mio users, DACH focus
Competitors: LI, Indeed, Eventbrite, …
Founded 2003
Listed company
HQ Hamburg
> 800 employees (30+nationalities)
25 product teams
35 product people
Today’s users do not care
about Mobile!
What?
They expect to use services.
Wherever. Whenever.
It’s on us to figure this out!
Our Goal:
Full Stack Product Thinking
Web
iOS
Android
API
Windows
Mail
…
8
+10
Legacy challenge of “web-era” companies
+10
Unleashing Mobile: All teams cross-platform
SCALING
PATTERNS &
RULES
COMMON
PLAN
INFRA-
STRUCTURE
STAFFING &
SKILLS
PATTERNS &
RULES
COMMON
PLAN
INFRA-
STRUCTURE
STAFFING &
SKILLS
Platform Teams Domain Teams
XING’s Mobile Setup 2016
PO
Designer
Devs
Framew.
QA
PO
Designer
Devs
Framew.
QA
Mobile Infrastructure
PO, Devs, QA
API
PO, Devs, QA
Windows
PO + Freelancer
BE
News
PO, Designer, Dev, QA
Premium
…more to come in 2016
BE FE
PO, Designer, Dev, QA
BE FE
Jobs
PO, Designer, Dev, QA
Startpage
BE FE
PO, Designer, Dev, QA
BE FE
Growth
PO, Designer, Dev, QA
PSST
BE FE
PO, Designer, Dev, QA
BE FE
Learnings: Staffing & Skills
Hiring beats Re-Training! :O(
+ +
P D
? !
PATTERNS &
RULES
COMMON
PLAN
INFRA-
STRUCTURE
STAFFING &
SKILLS
Pattern libraries based on OS guides
Modular Design AND Native Code
Component Libraries in Sketch
Process for creating new patterns
Show solution
w/ existing patterns
Conceptualize
new pattern
Implementation
& Rollout
Holistic view! Accountability for Rollout!
Conscious experimentation!
Learnings: Patterns & Rules
Only short-term benefits sell.
Be strict. And be open to change.
One voice? One mission!
PATTERNS &
RULES
COMMON
PLAN
INFRA-
STRUCTURE
STAFFING &
SKILLS
Infrastructure provided by 3 teams
Discovery
Pattern System
Overall direction
Core Features
Framework
Release Process
Build & Test
Tech libraries
Mobile Backend
Push System
Feature Switches
Deeplinking
Platform Teams Mobile Infrastructure Team
Learnings: Infrastructure
Internal Tools = Products
PATTERNS &
RULES
COMMON
PLAN
INFRA-
STRUCTURE
STAFFING &
SKILLS
Release Train every two weeks
Development QA Pre-Release Store Review (iOS) Live
QA Pre-Release Store Review (iOS) Live
Development QA Pre-Release Store Review (iOS)
Auftragsklärung for early alignment
=> Second half of
presentation
CONTEXT
INTENT HIGHER INTENT
INPUT OUTPUT
OUTCOME
BOUNDARIES
Learnings: Common Plan
Early alignment really helps!
Mobile means planning ahead!
Organize around releases!
PATTERNS &
RULES
COMMON
PLAN
INFRA-
STRUCTURE
STAFFING &
SKILLS
Takeaways
SCALING
Scaling Mobile Product Management
• Managing a product across several platforms is the
only way to create relevant services for today’s users
• Accept and ideally embrace the additional complexity
this brings, get ready for active alignment
• New roles are challenging but it also is your chance to
grow as a Product Manager!
• Remember: You are doing it for your users
ALIGNING
PRODUCT
MANAGEMENT
One of our PM beliefs:
Autonomy
through Alignment!
The better a PM is aligned
about the WHY and WHAT,
the more autonomy he will
be granted with regards to
HOW exactly to build it.
Our Framework for Alignment
Auftragsklärung
Why I Use the German Word Auftragsklärung
All translations so far didn’t really convince me.
Revival of Prussian 19th century military theory in management:
“Auftragstaktik” (von Moltke)
Command & control
doesn’t scale in times of
uncertainty
Stating intentions to enable
autonomous action in
alignment with the overall
mission
von Moltke Blank
„No battle plan
survives first contact
with the enemy.“
„No business plan
survives first contact
with customers.“
Outcomes are unpredictable: Do and adapt!
Recommended Reading
(in full, or abstracts / videos)
Auftragsklärung
Structure for dialogue
among teams.
Asking the tricky
questions very early.
Less surprises and a clear
understanding of success.
Different from
Auftragstaktik, this is not
meant for top-down
leadership, but starts with
the people in charge.
CONTEXT
INTENT HIGHER INTENT
INPUT OUTPUT
OUTCOME
BOUNDARIES
Auftragsklärung: Context
Common and shared
facts - including the
trigger(s) that lead to
this Auftragsklärung
What’s the situation?
What’s the complication?
CONTEXT
INTENT HIGHER INTENT
INPUT OUTPUT
OUTCOME
BOUNDARIES
Auftragsklärung: Our Intent
“What we really, really
want” – in a tweet
For [this user group]
..we want to provide [this
value proposition]
…in order to get [this job
done]
CONTEXT
OUR INTENT HIGHER INTENT
INPUT OUTPUT
OUTCOME
BOUNDARIES
Auftragsklärung: Higher Intent
What do my superiors
really, really want?
Strategic level 1-2 levels up
Why is this a priority?
CONTEXT
INTENT HIGHER INTENT
INPUT OUTPUT
OUTCOME
BOUNDARIES
Auftragsklärung: Outcome
How will we know that
we’re on the right path?
Key metrics (specific,
measurable, tangible)
Ambition level
CONTEXT
INTENT HIGHER INTENT
INPUT OUTPUT
OUTCOME
BOUNDARIES
Auftragsklärung: Boundaries
What are our limits?
What must not happen?
What’s not in scope?
CONTEXT
INTENT HIGHER INTENT
INPUT OUTPUT
OUTCOME
BOUNDARIES
Auftragsklärung: Input
What’s needed to achieve
this outcome?
Ressources, decisions etc.
incl. Sanity Check
Expected contributions from
other teams
CONTEXT
INTENT HIGHER INTENT
INPUT OUTPUT
OUTCOME
BOUNDARIES
Auftragsklärung: Output
What can be experienced
by the user?
Product/Service in front of
user (incl. expected timing)
Epics & problems to be
solved – NOT features!
CONTEXT
INTENT HIGHER INTENT
INPUT OUTPUT
OUTCOME
BOUNDARIES
Using Auftragsklärung
CONTEXT
INTENT HIGHER INTENT
INPUT OUTPUT
OUTCOME
BOUNDARIES
PM with key drivers Stakeholders,
involved team,
affected teams
Involved teamInitiating PM
Auftragsklärung: Take-away
Autonomy through
Alignment!!
Put most attention on Intent
and Outcome!
Keep it short!
Iterate & Share!
It’s about dialogue, not the
artefact!
CONTEXT
OUR INTENT HIGHER INTENT
INPUT OUTPUT
BOUNDARIES
OUTCOME
Feel free to try it!
Obrigado!
@arnekittler

More Related Content

What's hot

Three Guiding Principles to Ensure Success with QuickBase
Three Guiding Principles to Ensure Success with QuickBaseThree Guiding Principles to Ensure Success with QuickBase
Three Guiding Principles to Ensure Success with QuickBase
QuickBase, Inc.
 

What's hot (20)

The Art of Building a Roadmap
The Art of Building a RoadmapThe Art of Building a Roadmap
The Art of Building a Roadmap
 
Three Guiding Principles to Ensure Success with QuickBase
Three Guiding Principles to Ensure Success with QuickBaseThree Guiding Principles to Ensure Success with QuickBase
Three Guiding Principles to Ensure Success with QuickBase
 
Betty Blocks On Stage 2018: The Roadmap
Betty Blocks On Stage 2018: The RoadmapBetty Blocks On Stage 2018: The Roadmap
Betty Blocks On Stage 2018: The Roadmap
 
iPad app comercial
 iPad app comercial iPad app comercial
iPad app comercial
 
The Fine Print of iOS Development
The Fine Print of iOS DevelopmentThe Fine Print of iOS Development
The Fine Print of iOS Development
 
Betty Blocks Short Presentation
Betty Blocks Short PresentationBetty Blocks Short Presentation
Betty Blocks Short Presentation
 
Pivotal Digital Transformation Forum: Agile Development
Pivotal Digital Transformation Forum: Agile Development Pivotal Digital Transformation Forum: Agile Development
Pivotal Digital Transformation Forum: Agile Development
 
When Feature Flags Go Bad : How Not to Have Feature Flags Be Used Incorrectly...
When Feature Flags Go Bad : How Not to Have Feature Flags Be Used Incorrectly...When Feature Flags Go Bad : How Not to Have Feature Flags Be Used Incorrectly...
When Feature Flags Go Bad : How Not to Have Feature Flags Be Used Incorrectly...
 
Brick by Brick: Building Collaboration at The New York Times
Brick by Brick: Building Collaboration at The New York TimesBrick by Brick: Building Collaboration at The New York Times
Brick by Brick: Building Collaboration at The New York Times
 
Reducing Tickets and Crushing SLAs with StatusPage
Reducing Tickets and Crushing SLAs with StatusPageReducing Tickets and Crushing SLAs with StatusPage
Reducing Tickets and Crushing SLAs with StatusPage
 
The Cultural Changes of Feature Flagging
The Cultural Changes of Feature FlaggingThe Cultural Changes of Feature Flagging
The Cultural Changes of Feature Flagging
 
How Software Becomes Everyone's Business - Betty Blocks On Stage
How Software Becomes Everyone's Business - Betty Blocks On StageHow Software Becomes Everyone's Business - Betty Blocks On Stage
How Software Becomes Everyone's Business - Betty Blocks On Stage
 
The Future of Building Good Products: Progressive Delivery and Experimentation
The Future of Building Good Products: Progressive Delivery and ExperimentationThe Future of Building Good Products: Progressive Delivery and Experimentation
The Future of Building Good Products: Progressive Delivery and Experimentation
 
Refactorisation de code : comment l’intégrer à sa roadmap Produit ?
Refactorisation de code : comment l’intégrer à sa roadmap Produit ?Refactorisation de code : comment l’intégrer à sa roadmap Produit ?
Refactorisation de code : comment l’intégrer à sa roadmap Produit ?
 
Droidcon 2015 - Android BaaS hands-on
Droidcon 2015 - Android BaaS hands-onDroidcon 2015 - Android BaaS hands-on
Droidcon 2015 - Android BaaS hands-on
 
Combining Operations and Support: Incident Management with Atlassian
Combining Operations and Support: Incident Management with AtlassianCombining Operations and Support: Incident Management with Atlassian
Combining Operations and Support: Incident Management with Atlassian
 
Using feature teams to deliver high business value
Using feature teams to deliver high business valueUsing feature teams to deliver high business value
Using feature teams to deliver high business value
 
Building Trust for Adoption at Enterprise Scale
Building Trust for Adoption at Enterprise ScaleBuilding Trust for Adoption at Enterprise Scale
Building Trust for Adoption at Enterprise Scale
 
Continuous validation (incl speaker notes)
Continuous validation (incl speaker notes)Continuous validation (incl speaker notes)
Continuous validation (incl speaker notes)
 
"We want an APP!"
"We want an APP!""We want an APP!"
"We want an APP!"
 

Viewers also liked

Viewers also liked (20)

Strategy Execution: The Missing Link
Strategy Execution: The Missing LinkStrategy Execution: The Missing Link
Strategy Execution: The Missing Link
 
Antonio Rodriguez
Antonio RodriguezAntonio Rodriguez
Antonio Rodriguez
 
Strengths Based Leadership - Wyoming Society of CPAs
Strengths Based Leadership - Wyoming Society of CPAsStrengths Based Leadership - Wyoming Society of CPAs
Strengths Based Leadership - Wyoming Society of CPAs
 
Lean more than startups, software development, manufacturing
Lean  more than startups, software development, manufacturingLean  more than startups, software development, manufacturing
Lean more than startups, software development, manufacturing
 
Self Awareness - Wyoming Society of CPAs
Self Awareness - Wyoming Society of CPAsSelf Awareness - Wyoming Society of CPAs
Self Awareness - Wyoming Society of CPAs
 
Directed Opportunism: A summary of The Art of Action for the Sydney Limited W...
Directed Opportunism: A summary of The Art of Action for the Sydney Limited W...Directed Opportunism: A summary of The Art of Action for the Sydney Limited W...
Directed Opportunism: A summary of The Art of Action for the Sydney Limited W...
 
Insights to Action Application - Wyoming Society of CPAs
Insights to Action Application - Wyoming Society of CPAsInsights to Action Application - Wyoming Society of CPAs
Insights to Action Application - Wyoming Society of CPAs
 
Agile Toronto 2016: What do you mean when you say "leadership"?
Agile Toronto 2016: What do you mean when you say "leadership"?Agile Toronto 2016: What do you mean when you say "leadership"?
Agile Toronto 2016: What do you mean when you say "leadership"?
 
Turning Strategy Into Action
Turning Strategy Into ActionTurning Strategy Into Action
Turning Strategy Into Action
 
Intentional Influence - Wyoming Society of CPAs
Intentional Influence - Wyoming Society of CPAsIntentional Influence - Wyoming Society of CPAs
Intentional Influence - Wyoming Society of CPAs
 
Thought Bridging - Wyoming Society of CPAs
Thought Bridging - Wyoming Society of CPAsThought Bridging - Wyoming Society of CPAs
Thought Bridging - Wyoming Society of CPAs
 
Introduction to Intentional Influence
Introduction to Intentional InfluenceIntroduction to Intentional Influence
Introduction to Intentional Influence
 
Development Planning - Wyoming Society of CPAs
Development Planning - Wyoming Society of CPAsDevelopment Planning - Wyoming Society of CPAs
Development Planning - Wyoming Society of CPAs
 
Why Systems Work: Resilience, Self-organisation, Hierarchy
Why Systems Work:  Resilience, Self-organisation, HierarchyWhy Systems Work:  Resilience, Self-organisation, Hierarchy
Why Systems Work: Resilience, Self-organisation, Hierarchy
 
System Traps and Opportunities
System Traps and OpportunitiesSystem Traps and Opportunities
System Traps and Opportunities
 
Impact / Story Mapping
Impact / Story MappingImpact / Story Mapping
Impact / Story Mapping
 
Culture and Methods: How things don’t quite work at Spotify and how we’re tr...
Culture and Methods:  How things don’t quite work at Spotify and how we’re tr...Culture and Methods:  How things don’t quite work at Spotify and how we’re tr...
Culture and Methods: How things don’t quite work at Spotify and how we’re tr...
 
What does "speed" mean in software product delivery?
What does "speed" mean in software product delivery?What does "speed" mean in software product delivery?
What does "speed" mean in software product delivery?
 
Enabling Autonomy at Spotify
Enabling Autonomy at SpotifyEnabling Autonomy at Spotify
Enabling Autonomy at Spotify
 
Agile 2017: What i've learned from 10+ years of evaluating Agile consultants ...
Agile 2017: What i've learned from 10+ years of evaluating Agile consultants ...Agile 2017: What i've learned from 10+ years of evaluating Agile consultants ...
Agile 2017: What i've learned from 10+ years of evaluating Agile consultants ...
 

Similar to Scaling & Aligning Mobile Product Management / ProductTank Lisbon February 2016

Tkxel Company Profile
Tkxel Company ProfileTkxel Company Profile
Tkxel Company Profile
Waqar Hasan
 
Visuality-Playbook
Visuality-PlaybookVisuality-Playbook
Visuality-Playbook
Ehren Hanson
 
Innoppl overview-2015
Innoppl overview-2015Innoppl overview-2015
Innoppl overview-2015
Nash Ogden
 

Similar to Scaling & Aligning Mobile Product Management / ProductTank Lisbon February 2016 (20)

Company doc
Company docCompany doc
Company doc
 
Company Brochure
Company BrochureCompany Brochure
Company Brochure
 
Cybrilla brief company profile
Cybrilla brief company profileCybrilla brief company profile
Cybrilla brief company profile
 
TkXel Company Profile
TkXel Company ProfileTkXel Company Profile
TkXel Company Profile
 
Tkxel Company Profile
Tkxel Company ProfileTkxel Company Profile
Tkxel Company Profile
 
Best Practices For Getting The Most Out Of Your Intranet & Digital Workplace ...
Best Practices For Getting The Most Out Of Your Intranet & Digital Workplace ...Best Practices For Getting The Most Out Of Your Intranet & Digital Workplace ...
Best Practices For Getting The Most Out Of Your Intranet & Digital Workplace ...
 
Ruby on Rails Specialists - TkXel
Ruby on Rails Specialists - TkXelRuby on Rails Specialists - TkXel
Ruby on Rails Specialists - TkXel
 
Beyond The Intranet: Digital Workplace Apps, Solutions & Bots
Beyond The Intranet: Digital Workplace Apps, Solutions & BotsBeyond The Intranet: Digital Workplace Apps, Solutions & Bots
Beyond The Intranet: Digital Workplace Apps, Solutions & Bots
 
Visuality playbook
Visuality playbookVisuality playbook
Visuality playbook
 
Visuality-Playbook
Visuality-PlaybookVisuality-Playbook
Visuality-Playbook
 
Trishell Innoventures Pvt. Ltd
Trishell Innoventures Pvt. LtdTrishell Innoventures Pvt. Ltd
Trishell Innoventures Pvt. Ltd
 
MICROSOFT 365 STRATEGY & SUCCESS: PRACTICAL TOOLS & TECHNIQUES FOR THE STRATE...
MICROSOFT 365 STRATEGY & SUCCESS: PRACTICAL TOOLS & TECHNIQUES FOR THE STRATE...MICROSOFT 365 STRATEGY & SUCCESS: PRACTICAL TOOLS & TECHNIQUES FOR THE STRATE...
MICROSOFT 365 STRATEGY & SUCCESS: PRACTICAL TOOLS & TECHNIQUES FOR THE STRATE...
 
WORKSHOP: STRATEGY AND SUCCESS WITH OFFICE 365: PRACTICAL TOOLS AND TECHNIQUE...
WORKSHOP: STRATEGY AND SUCCESS WITH OFFICE 365: PRACTICAL TOOLS AND TECHNIQUE...WORKSHOP: STRATEGY AND SUCCESS WITH OFFICE 365: PRACTICAL TOOLS AND TECHNIQUE...
WORKSHOP: STRATEGY AND SUCCESS WITH OFFICE 365: PRACTICAL TOOLS AND TECHNIQUE...
 
TkXel Mobile Overview
TkXel Mobile Overview TkXel Mobile Overview
TkXel Mobile Overview
 
Beyond The Intranet: Digital Workplace Apps, Solutions & Bots
Beyond The Intranet: Digital Workplace Apps, Solutions & BotsBeyond The Intranet: Digital Workplace Apps, Solutions & Bots
Beyond The Intranet: Digital Workplace Apps, Solutions & Bots
 
Ads and url portfolio
Ads and url  portfolioAds and url  portfolio
Ads and url portfolio
 
Ads and url portfolio
Ads and url  portfolioAds and url  portfolio
Ads and url portfolio
 
MICROSOFT 365 STRATEGY & SUCCESS: PRACTICAL TOOLS & TECHNIQUES FOR THE STRATE...
MICROSOFT 365 STRATEGY & SUCCESS: PRACTICAL TOOLS & TECHNIQUES FOR THE STRATE...MICROSOFT 365 STRATEGY & SUCCESS: PRACTICAL TOOLS & TECHNIQUES FOR THE STRATE...
MICROSOFT 365 STRATEGY & SUCCESS: PRACTICAL TOOLS & TECHNIQUES FOR THE STRATE...
 
Corporate profile- Codelattice 2021
Corporate profile- Codelattice 2021Corporate profile- Codelattice 2021
Corporate profile- Codelattice 2021
 
Innoppl overview-2015
Innoppl overview-2015Innoppl overview-2015
Innoppl overview-2015
 

Recently uploaded

原版定制(UBC毕业证书)加拿大英属哥伦比亚大学毕业证原件一模一样
原版定制(UBC毕业证书)加拿大英属哥伦比亚大学毕业证原件一模一样原版定制(UBC毕业证书)加拿大英属哥伦比亚大学毕业证原件一模一样
原版定制(UBC毕业证书)加拿大英属哥伦比亚大学毕业证原件一模一样
rtgdfgss
 

Recently uploaded (11)

W.H.Bender Quote 63 You Must Plan T.O.P Take-Out Packaging
W.H.Bender Quote 63 You Must Plan T.O.P Take-Out PackagingW.H.Bender Quote 63 You Must Plan T.O.P Take-Out Packaging
W.H.Bender Quote 63 You Must Plan T.O.P Take-Out Packaging
 
Team Dynamics: A Journey to Excellence
Team Dynamics: A Journey to ExcellenceTeam Dynamics: A Journey to Excellence
Team Dynamics: A Journey to Excellence
 
Dehradun🌹Vip ℂall Girls ❤Heer 931579xxxx💟 Full Trusted ℂALL GIRLS IN Dehradu...
Dehradun🌹Vip ℂall Girls  ❤Heer 931579xxxx💟 Full Trusted ℂALL GIRLS IN Dehradu...Dehradun🌹Vip ℂall Girls  ❤Heer 931579xxxx💟 Full Trusted ℂALL GIRLS IN Dehradu...
Dehradun🌹Vip ℂall Girls ❤Heer 931579xxxx💟 Full Trusted ℂALL GIRLS IN Dehradu...
 
Marketing Management 16 Global Edition by Philip Kotler test bank.docx
Marketing Management 16 Global Edition by Philip Kotler test bank.docxMarketing Management 16 Global Edition by Philip Kotler test bank.docx
Marketing Management 16 Global Edition by Philip Kotler test bank.docx
 
原版定制(UBC毕业证书)加拿大英属哥伦比亚大学毕业证原件一模一样
原版定制(UBC毕业证书)加拿大英属哥伦比亚大学毕业证原件一模一样原版定制(UBC毕业证书)加拿大英属哥伦比亚大学毕业证原件一模一样
原版定制(UBC毕业证书)加拿大英属哥伦比亚大学毕业证原件一模一样
 
Mastering Compassion: A Heavenly Perspective on Leadership
Mastering Compassion: A Heavenly Perspective on LeadershipMastering Compassion: A Heavenly Perspective on Leadership
Mastering Compassion: A Heavenly Perspective on Leadership
 
Leading People - Harvard Manage Mentor Certificate
Leading People - Harvard Manage Mentor CertificateLeading People - Harvard Manage Mentor Certificate
Leading People - Harvard Manage Mentor Certificate
 
Management 13th Edition by Richard L. Daft test bank.docx
Management 13th Edition by Richard L. Daft test bank.docxManagement 13th Edition by Richard L. Daft test bank.docx
Management 13th Edition by Richard L. Daft test bank.docx
 
DrupalCamp Atlanta 2022 - Effective Project Management
DrupalCamp Atlanta 2022 - Effective Project ManagementDrupalCamp Atlanta 2022 - Effective Project Management
DrupalCamp Atlanta 2022 - Effective Project Management
 
TEST BANK for Operations Management, 14th Edition by William J. Stevenson,.pdf
TEST BANK for Operations Management, 14th Edition by William J. Stevenson,.pdfTEST BANK for Operations Management, 14th Edition by William J. Stevenson,.pdf
TEST BANK for Operations Management, 14th Edition by William J. Stevenson,.pdf
 
UX in an Agile World - Scrum Gathering
UX in an Agile World -   Scrum GatheringUX in an Agile World -   Scrum Gathering
UX in an Agile World - Scrum Gathering
 

Scaling & Aligning Mobile Product Management / ProductTank Lisbon February 2016