General approach and widely available knowledge make us think that Scrum allows us to create better products.
We can make better ones than while using Waterfall approach. It's hard to argue with that. The question is: Does the iterativeness itself guarantee products that are better for the users? Is a good Scrum team, presence of the Product Owner and more intense contact with stakeholders enough to form a theoretically better path for the product? Do we remember about Product Vision? Do we emphasise it enough? Product Vision is not something additional, it’s not only one high-level sentence of one person.
It’s the package of crucial knowledge and THE TOOL OF COMMUNICATION: Target User, Values, Competitors and more.

1. SCRUM ALLOWS US TO CREATE
BETTER PRODUCTS
MORE SUITED
TO THE USERS' NEEDS
Anna Zarudzka, Chilid Hi-End Web Design at Scrum Days 2015

2. REALLY ???

3. SCRUM IS BETTER
- iterative deliveries
- transparency
- inspection and adaptation

4. THIS MAKES US HAPPY
AND SELF-COMPLACENT
„a better way of building software”
„management and control process (…) to focus on building software
that meets business needs”
scrum.org

5. - Ken Schwaber: “The minimum plan necessary to start a Scrum
project consists of a vision and a Product Backlog”
- Roman Pichler and his Vision Board
A LOT HAS BEEN WRITTEN
PRODUCT VISION

6. - not a single of Scrum Coaches who I know emphasised importance of the
Product Vision
- almost none of my Clients knew the answers to essential Product Vision
questions, regardless of his Scrum or business awareness
- through my everyday work with Scrum and through observation of various
teams I learned that even if we are aware of the Product Vision, we fail to
remember about it
…BUT

7. HOSTESS & MODELS
AGENCY CASE

8. this is just a nice letup

9. MAIN GOAL:
revenue growth
by building a new website and backend system which will
sell his services to his CLIENTS

10. DAY 1 DAY 2
MAIN GOAL: Build a website with a backend
system layer for current and future agency
Clients.
MAIN TARGET USER: Agency client, aged
40-50, male.
THE KEY PRODUCT FEATURE: Quick & Easy
Models and Hostesses browsing
MAIN GOAL: Build a visually attractive
website that will attract girls from all over Italy
and make them register in the system.
Competitiveness will grow and new Clients will be won
if database of models will grow.
MAIN TARGET USER: Potential / actual
Hostess, aged 17-23, woman
THE KEY PRODUCT FEATURE: Quick & Easy
profile creation
PRODUCT VISION WORKSHOP

11. PRODUCT VISION
http://giphy.com/gifs/bored-bones-david-boreanaz-kL8fcEqLQzUm4#/fullscreen
TARGET USER
VALUES
IMAGE
WEAKNESSES
COMPETITORS

12. WHY IS IT SO IMPORTANT
TO HAVE IT
AND WATCH OVER IT?

13. ONE TARGET USER
always

14. TARGET USER: CLIENT

15. TARGET USER: HOSTESS

16. Chilid: „Product Persona” drawings
TARGET USER: EVERYBODY

18. client hostess

19. HOSTESS CLIENT
FUNCTIONALITIES:
Quick & Easy Profile Creation
Easy pictures adding
FUNCTIONALITIES:
Quick access to the proper model
Finding the one that is closest to the casting location
PRODUCT ATTRIBUTES:
Facebook, Tinder, Instagram similarity (UI
guidelines)
High mobile performance
PRODUCT ATTRIBUTES:
Professional company image
Huge scale (many new faces, talents)
Desktop focus
„Another important benefit of a Product Vision is its ability to prevent features/functionality
from being unnecessarily added”.
Roman Pichler

20. AND EVERY SINGLE DETAIL
…

21. NOT ONLY KEY UI AND BACKEND FEATURES
each and every little detail must be compliant with the vision
every seemingly unimportant decision must be based on what we talked
about a few months earlier
or just

23. your role is to make sure the team remembers about goals and the user
and is able to make decisions on their own - the smallest ones
IT DOESN’T MATTER IF IT’S SCRUM OR NOT
that's what makes the whole thing work
FIGHT !

24. IT’S CRUCIAL BECAUSE
- you can’t and you won’t describe everything - the same user story can be
solved various ways *
- you have to keep your eyeballs on your users - Product Owner is not your
user, so you have to keep the right course before your users will give you
feedback
* (fights with scrum master about what should be in user story and what shouldn't be ;-)

25. Why is one text message better than another one?
CHECK YOUR PRODUCT VISION
(Target User, Values, Needs)
Do I need ajax loading in the product list?
Should I generate a separate link for internal list?
Should We add this little feature?

26. HOW TO ACHIEVE THAT?

27. LET’S CHANGE PRODUCT VISION FROM
THE HIGH-LEVEL SENTENCE TO THE
EVERY DAY TOOL (COMMUNICATION TOOL)
LET’S SPREAD PRODUCT VISION
FROM ONE VISIONARY TO ALL INVOLVED

28. LET’S MAKE PRODUCT VISION
AN ARTEFACT AS IMPORTANT
AS PRODUCT BACKLOG

29. We all love Scrum because it's amazing etc.
but we often forget to put pressure on creating a decent Product Vision
Do it! Do it properly! Draw a Product Persona! Find the attributes!
breath with it in daily work
and regardless of having a magnificent PO -
the vision cannot be trusted to one person only - vision is a tool for all

30. How can I make each team member have product vision in his mind
in the most detailed way and to transfer it to the product?

31. How can you make sure everybody remembers about the vision every day
in every smallest element?
HOW CAN YOU MAKE IT WORK IN YOUR ORGANISATION?

32. THANK YOU
Anna Zarudzka, Chilid Hi-End Web Design
@annazarudzka, anna@chilid.pl
www.chilidagency.com