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Mapping the Value
BUDAPEST
14.10.2016
Mapping the Value
Fabio Armani
BUDAPEST
14.10.2016
Fabio Armani
•  Lean Agile Coach
•  Organizational Change
Agent
OpenWare, CEO
POCamp – organizer & facilitator
Roma-xpug – community leader
Lean Agile Italy – owner
Change Agent Trainier Certified
Management 3.0 Trainer
Scrum SM & PO, ACP, CMMI, LeSS, SAFe
certified, …
Davide	Roitero	
“the	true	value	is	easy	to	find,	as	
the	pot	at	foots	of	the	rainbow”	
Alessandro	Giardina	
“Treasure	hunt!	The	value	is	the	
treasure…	but	the	hunt	is	full	of	
pi;alls,	...	difficult,	intriguing!”	
Raffaello	Torraco	
“Undertsand	what	is	important	and	
what	is	not	for	your	customers!	
Listen	carefully	to	their	needs”		
Daniela	Cecchinelli	
“The	idea	of	Value	is	only	an	
hypopthsys	that	you	have	to	
validate	over	Dme.”	
Stefano	Muro	
“The	map	is	created	iteraDvely	
as	you	discover	new	value.”	
Anna	Russo	
“Value	is	determined	by	
customer	feedback!”	
Susanna	Ferrario	
“Value	is	like	an	hidden	nugget.	
Maybe	is	gold,	maybe	Kriptonyte”		
Corrado	Chiodi	
“…	know	how	the	value	is	moving	
and	how	it	interacts	with	my	whole	
system.”		
Cinzia	Peleelgrino	
“…	see	the	value	as	a	complexity	and	
systemic	approach.	We	use	value	
engineering...”
Setting the Stage
BUDAPEST
14.10.2016
Setting the Stage
CHARACTERS & DEFINITIONS
BUDAPEST
14.10.2016
Joy
Sponsor
Sponsor
•  Stakeholder
: anyone who is a direct user, indirect user,
manager of users, senior manager, operations staff member,
the “gold owner” who funds the project
Evan
Product
Owner
BUDAPEST
14.10.2016
Product Owner
•  Main responsibilities
: the Product Owner is responsible for
maximizing the value of the product and the
work of the Development Team
Map
•  Simple definition of MAP
: a picture or chart that shows the different parts
of something
•  Full definition of MAP
: a representation usually on a flat surface of the
whole or a part of an area
noun | ˈmap
Value
•  Simple definition of VALUE
: the material or monetary worth of something
•  Full definition of VALUE
: a fair return or equivalent in goods, services,
or money for something exchanged
noun | val·ue | val-(ˌ)yü
Mapping Value
High Value
Value
Product Owner Goal: Value reached!
Mapping Value
STRONG LESSON: Value is a moving target!!
The Challenge
BUDAPEST
14.10.2016
The Challenge
FINDING THE VALUE
BUDAPEST
14.10.2016
Stakeholder
•  A person, group or organization that has interest
or concern in an organization.
•  Stakeholders can affect or be affected by the
organization's actions, objectives and policies.
Stakeholder
•  Not all stakeholders are equal.
•  A company's customers are entitled to fair
trading practices but they are not entitled to the
same consideration as the company's
employees.
BUDAPEST
14.10.2016
Value for stakeholders
•  Develop a strategy
•  Map stakeholders
•  Prepare for the engagement
•  Engage stakeholders
•  Establish action plans
BUDAPEST
14.10.2016
Product
Owner
Inspired	&	ready	for	the	adventure
The Challenge
DIFFERENT REPRESENTATIONS
DIFFERENT REPRESENTATIONS
Different Perspectives
Different Perspectives
•  Each of the stakeholders has a different
view
•  Business and ICT often have different
goals: CONTRACT GAME!
Scrum Team
•  Three different perspectives are combined
into a single Scrum Team
InnovaDon	&	Product	Ownership	
Do the Right
Thing
PRODUCT
OWNER Do the Thing
Right
TEAM
Do it fast
SCRUMMASTER
DESIGN &
INTERACTIVITY
ORGANIZATION
BEHAVIOR
DELIVERY
Design
Innovation
The Challenge
BABEL TOWER
Understand?
Misunderstand
Product
Owner
from	the	challenges	a	new	strength…
…	in	search	of	the	treasure!
Options
BUDAPEST
14.10.2016
Options
THINKING TOOLS
BUDAPEST
14.10.2016
BUDAPEST
14.10.2016
From
concept
From
concept
To CashTo Cash
From
concept
BUDAPEST
14.10.2016
Value Stream Mapping
BUDAPEST
14.10.2016
Value Stream Mapping
BUDAPEST
14.10.2016
Purpose
BUDAPEST
14.10.2016
Living Charter = Chartering
Vision Board
BUDAPEST
14.10.2016
Vision Board
•  Helps define the Purpose
•  The Vision Board captures my assumptions
about the users and the customers of the new
tool, the needs the product should address, the
key product features, and the value the product
should create for my own business,…
Roman Pichler
BUDAPEST
14.10.2016
Path 2 Nirvana
BUDAPEST
14.10.2016
Kano	Model	Analysis	
Understanding	value	using	Dr.	Kano	model	
	
ORGANIZATIONAL PERFORMANCE
CUSTOMERVALUEORSATISFACTION
Delighters
Basic
Satisfiers
1
2
3
Not desired, but when
delivered, bring value1
More is better
characteristics. With
increase the customer
perceived value or
satisfaction, also rises
2
Fundamental characteristics.
Only noticed when absent.3
positive
negative
positivenegative
BUDAPEST
14.10.2016
Joy
Sponsor
Is	ready	to	start	the	hunDng…
Product
Owner
BUDAPEST
14.10.2016
May	the	IMPACT	be	with	him!
BUDAPEST
14.10.2016
Impact Mapping
Why should you care?
GOAL ACTOR IMPACT DELIVERABLE
BUDAPEST
14.10.2016
Value is in the eye of the Beholder
Impact Mapping Workshop
BUDAPEST
14.10.2016
User Story Mapping
User Story Mapping
“Shared understanding is when we both understand
what the other person is imagining and why.”
Jeff Patton. “User Story Mapping”.
How to create a
User Story Map
BUDAPEST
14.10.2016
Backbone
Walking Skeleton
How to prioritize a
User Story Map
BUDAPEST
14.10.2016
From	“User	Story	Mapping”	by	Jeff	PaUon	
High Priority Slices go Here!
Story …
Story	1	
Story	2	
Story	3	
Sprint	N-1	
Sprint	N	
Sprint	N+1	
Story	3	
PARALLEL LARGE STORIES
Story Slicing
Story	1	
Story	2	
Story	3	
Story	4	
Story	5	
Story	6	
Story	7	
Story	8	
Story	9	
Sprint	N-1	
Sprint	N	
Sprint	N+1	
WriDng		
story	tests	
AutomaDng	
story	tests	
ImplemenDng	
the	user	story	
LIMIT WIP & SMALL STORIES
From	“User	Story	Mapping”	by	Jeff	PaUon
Story Mapping Workshop
Backbone	
Walking	Skeleton	
User	
AcDvity	
User	
Task	
User	
Task	
User	
Task	
Backbone	
Walking	
Skeleton	
JIRA	
Component	
JIRA	Epic	
JIRA	Story	
User	
AcDvity	
User	
Task	
Story	
Story	
Story	
Story	
Story	 Story	
Story
Un-planned	stories	
Next	Release
Un-planned	stories	
Next	Release
BUDAPEST
14.10.2016
Agile Product OwnershipWhy?
Outcome
Specification
How?
Earlier Later
Impact	Mapping	Goals	
Impacts	
Deliverables	
Story	Mapping	User	AcDviDes	
Epics	
SpecificaDon-by-Example	
Acceptance	
Criteria	
Examples	
Code	
User	Stories	
courtesy of: Christian Hassa
A	Roadmap	–	Mapping	the	Value	
Vision	
Stories	
Backlog	
Strategy	
Impact Mapping	
STRATEGY
User Story Map -> Product Roadmap	
SCOPE
Acceptance Criteria
Examples -> Code	
BDD
Vision Board ->
Value Proposition -> Lean Canvas	
PURPOSE
Lean	AdopDon	Roadmap
Joy
Sponsor
Ready	for	the	the	next	step	…
Real World
BUDAPEST
14.10.2016
Real World
EXPERIENCES
THE REAL WORLD DOESN’T REWARD PERFECTIONISTS.
IT REWARD PEOPLE WHO GET THINGS DONE.
EXPERIENCES
BUDAPEST
14.10.2016
Value Team
•  The concept of Value team is an mashup of
two concepts:
–  Discovery Track
–  Extended Team (see Lean UX)
–  Value Stream Map
BUDAPEST
14.10.2016
BUDAPEST
14.10.2016
ChangeUp CoP
A BetterWay CoP
Avalon CoP
Agile Portfolio Room
Final Thoughts
BUDAPEST
14.10.2016
The hearth of Value …
Final Thoughts
BUDAPEST
14.10.2016
ThanksThanks
BUDAPEST
14.10.2016
Thanks
@fabioarmani
Thanks
Thanks
@fabioarmani
Thanks
Mapping the Value (Agilia Budapest 2016)
Mapping the Value (Agilia Budapest 2016)

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