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We’re agile!
Why are our
outcomes not
improving?
Rohny Kohavi
The world's leading expert in performing
A/B testing at scale
https://dl.acm.org/doi/10.1145/3534678.3539160
33%
Microsoft, 2009
10%
Booking.com, 2012
15%
Bing, 2014
10%
Netflix, 2020
10%
Google Ads, 2020
8%
Airbnb, 2022
There is no
such thing as
user error
Only
bad
design
How Agile is
implemented
2
1 4
3
over
Individuals
and
Interactions
Processes
and Tools
over
Working
Software
Comprehensive
Documentation
over
Customer
Collaboration
Contract
Negotiation
over
Responding
to Change
Following a
Plan
Here’s a ready made process
How do we structure teams?
● Scrum Master
● Product Owner
● Development Team
2 Structure
Roles
Rebrand project manager
Rebrand business analyst
1 Process
How should development work change?
Plan Analyse Design Build Test Deploy
Smaller
iterations
How should we fund work?
Plan Analyse Design Build Test Deploy
Business
Case
4 Funding
No real advice.
So let’s keep the
business case
process
3 Alignment
How do we govern it?
Plan Analyse Design Build Test Deploy
Business
Case
The business
case has
timelines and
costs so let’s
use them.
5 Governance
How do we govern it?
Plan Analyse Design Build Test Deploy
Business
Case
We should put
together a detailed
plan if we are going
to be held to account
for those dates!
5 Governance
How do we govern it?
Plan Analyse Design Build Test Deploy
Business
Case
We need an overview
of the requirements
to make sure the plan
is solid
5 Governance
How do we govern it?
Plan Analyse Design Build Test Deploy
Business
Case
And lets get a good
design for the system
built so we don’t hit
unexpected issues.
5 Governance
Water
Scrum
Fall
Focus on ease, not motivation
But there are
scaling
frameworks…
Outcomes over
Outputs
What about funding, governance, alignment, structure..
4 Funding
3 Alignment
5 Governance
6 Scaling
2 Structure
1 Process
There is another
way
What do we need to actually make it easy?
3 Alignment
5 Governance
6 Scaling
4 Funding
1 Process
2 Structure
What does
this really
tell us?
33%
Microsoft, 2009
10%
Booking.com, 2012
15%
Bing, 2014
10%
Netflix, 2020
10%
Google Ads, 2020
8%
Airbnb, 2022
We need to make this quick and iterative
This is our process
We can add roles to explicitly manage the complexity
All of the scaling frameworks advocate for a role like this
PMO
Program
Manager
Project / Product
Manager
Release Train
Engineer
Architecture
Board
We can’t manage
dependencies
We must remove them
End-to-end ownership
Research Design Solutions Develop Solutions
1 Process
Identify
opportunities
Identify
and evaluate
solutions
Iteratively build
and validate
solutions
Empower teams to identify
and build solutions
But team’s don’t exist in isolation 2 Structure
Dependencies remove autonomy
which removes accountability.
It wasn't my fault, I did my job!
The purpose of a business is to
create and keep a customer
So we need to start with how our customers see our product
Inspiration
I want to go on a
holiday
Catalogue
Does this airline fly
where I want?
Search
What is the price
for my dates?
Book
OK, I'll go ahead
and book - wow
there are a lot of
steps!
Checkout
Paid! I'm
ready to go
Operate
Time to go to the
airport
2 Structure
Autonomy through
Domain Driven Design
2 Structure
We have two different team types
Product Teams decide on the streams and set the direction. Stream Teams build the product.
SOURCE: HENRIK KNIBERG
What we want
What management
are worried about
What we have
Alignment with Context
1. Product Vision
Map the business vision to an actionable and inspiring product vision
5 - 10 year timeframe
2. Product Strategy
Map the business strategy to an actionable product strategy
1-3 year timeframe
3. Stream Objectives
Translate business goals into quarterly product objectives for each
stream team
Quarterly timeframe
4 Funding
Fund value streams, not teams
Home
Page Search Product
Cart
Checkout
Home
Page
Search Product Cart Checkout
Our Product
Team A Team B Team C Team D
Different types of metrics
Effort
Hours spent by the team
Output
Features built
Outcome
Customer usage
Impact
Revenue, Costs
Easy to measure
but not very useful
Too lagging to be
useful as a metric
for feature
development
The sweet spot!
5 Governance
Product Teams translate
Impact to Outcome Metrics
Business Goals
Product Goals
5 Governance
6 Scaling
Recover economies of scale
6 Scaling
Internal Product Teams
6 Scaling
Enabling Teams
6 Scaling
Recover economies of scale
Zero blocking dependencies
from idea to satisfied customers
Please
support us on
ProductHunt
docs.zeroblockers.com
Questions?

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