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THE PRODUCT OWNERS DILLEMA
       & HOW TO SOLVE IT
The Product Owner:s Dilemma
1. How to PRIORITIZE all requirements
   and suggestions from the different
   stakeholders on one hand and how to
   react on the teams suggestions for
   priorities at the other hand

2. How to be able to give the team the right
   description of the requirements, so that
   the DESIGN meets the intentions and
   how to react to the presented results?
Bad design




Good design
#1 consumer is king
#2 choices everywere
#3 design matters
          3 miljon dollar button
How do you solve it?
 Who shall we please to get there?
The solution : UX designer


  1. Priorities
     Grounded in the Effect Map and with good
     understanding of Usage Goals
  2. Design skills
     Design before build
     Answering detail questions in build
     Evaluating design suggestions
Effect Management (Effektstyrning ®)

= Ensure that the solution creates
expected business values (EBV)

 1. Describe the EBV
 2. Design for use
 3. Measure sucess and adapt
Ensure that the solution creates
expected business values (EBV)
  1. Describe the EBV
     Effect Goals
     Usage Goals
  2. Design for use (koncept -> detail=sprints)
     Based on target groups needs + priorities
     Qualities that meets Usage Goals
  3. Measure sucess and adapt (sprint + maintenance)
     Usage testing
     Log analysis
1. Describe the EBV
2. Design for use
3. Measure sucess and adapt




         A/B or
         Multivariate
         testing


         Weblogs
         for KPI:s
Quick tips – a summary

 1. UX designer is the PO´s right hand
 2. UX designer can make decisions for the PO
    in the team
 3. UX design spec is requirements
 4. DoD must contain a GO from the UX designer
 5. UX design takes time! The design must be
    well gruounded before the story appears in
    current sprint. Grooming is the answer.
• Strategic design
• 10yrs, 4offices, +70
• Industry: Volvo, IKEA, SKF, SAAB, TetraPak
 Public sector : Kgl Biblioteket, Systembolaget
 Private Sector: Hemnet, Reseguiden

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The Product Owners dilemma and how to solve it 2012 04-17

  • 1. THE PRODUCT OWNERS DILLEMA & HOW TO SOLVE IT
  • 2. The Product Owner:s Dilemma 1. How to PRIORITIZE all requirements and suggestions from the different stakeholders on one hand and how to react on the teams suggestions for priorities at the other hand 2. How to be able to give the team the right description of the requirements, so that the DESIGN meets the intentions and how to react to the presented results?
  • 6. #3 design matters 3 miljon dollar button
  • 7. How do you solve it? Who shall we please to get there?
  • 8. The solution : UX designer 1. Priorities Grounded in the Effect Map and with good understanding of Usage Goals 2. Design skills Design before build Answering detail questions in build Evaluating design suggestions
  • 9. Effect Management (Effektstyrning ®) = Ensure that the solution creates expected business values (EBV) 1. Describe the EBV 2. Design for use 3. Measure sucess and adapt
  • 10. Ensure that the solution creates expected business values (EBV) 1. Describe the EBV Effect Goals Usage Goals 2. Design for use (koncept -> detail=sprints) Based on target groups needs + priorities Qualities that meets Usage Goals 3. Measure sucess and adapt (sprint + maintenance) Usage testing Log analysis
  • 11.
  • 14. 3. Measure sucess and adapt A/B or Multivariate testing Weblogs for KPI:s
  • 15.
  • 16. Quick tips – a summary 1. UX designer is the PO´s right hand 2. UX designer can make decisions for the PO in the team 3. UX design spec is requirements 4. DoD must contain a GO from the UX designer 5. UX design takes time! The design must be well gruounded before the story appears in current sprint. Grooming is the answer.
  • 17. • Strategic design • 10yrs, 4offices, +70 • Industry: Volvo, IKEA, SKF, SAAB, TetraPak Public sector : Kgl Biblioteket, Systembolaget Private Sector: Hemnet, Reseguiden

Editor's Notes

  1. You have to choose solution. In order to do that in an orderly way you need clear priorities.The difference beteweensucessful and unsucessful projects are clear priorities