How the Elephant and 6 Blind People Can Help Articulate Your Product’s Vision
Pragmatic Marketing
Johnathan Lucky Scrum Master Perform Group
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Requirements for an Agile World
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about us
Experts in technology product management and product marketing
Specialize in training
Trained hundreds of thousands of people at thousands of companies since 1993
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Johnathan Lucky
presenter
Johnathan Lucky is a scrum master at Perform Group, a leading digital sports content and media group. His core competencies include business intelligence, consumer electronics and IT operations. Johnathan coaches development and product teams to deliver working software iteratively and early. Johnathan leverages his experience in various product disciplines involving sales, marketing, product management and enterprise software development to help teams use market data to influence decisions that are beneficial to users and customers.
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Agenda Understand the market • Quantitative and qualitative research
Define the market problem
Collaborate to develop user stories • Connect user stories to evidence-based problems • Target releases and sprint goals towards personas
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• Focus on the user’s problem rather than the solution • Indicate the urgency and pervasiveness of the problem • Build a problem-focused roadmap
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poll
Are you familiar with agile and its principles?
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Market Facts Customers | Stakeholders | Developers | Designers
User Stories
Define the problem and market (not the solution)
Define the work, design and solution with development and design
pragmaticmarketing.com/live
Research and validate
Requirements
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Market Facts Customers | Stakeholders | Developers | Designers
User Stories
Define the problem and market (not the solution)
Define the work, design and solution with development and design
pragmaticmarketing.com/live
Research and validate
Requirements
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NIHITO Visits
Analyze for Patterns
• Surveys validate the pervasiveness of your NIHITO visit findings • Market analysis reports (i.e. Gartner, Pew Research) • Understand the customer qualitatively (NIHITO visits) and quantitatively (surveys and reports)
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Validate Pervasiveness
• Get out of the office! • Interview and observe potentials, customers and prospects
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Research and Validate Build personas based on research • Tell the buyer and user stories
• Understand the number and frequency of occurrences in the marketplace
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• Understand each persona’s problems and impact on their personal lives
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poll
Who conducts market research at your company?
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Market Facts Customers | Stakeholders | Developers | Designers
User Stories
Define the problem and market (not the solution)
Define the work, design and solution with development and design
pragmaticmarketing.com/live
Research and validate
Requirements
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Define the Market Problem User persona
Problem’s trigger/event
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Market problem
Number of occurrences in the marketplace
Business value/impact 12
Two Ways to Prioritize Market Problems BV*Evidence = Urgency BV/Effort (SP) = ROI pragmaticmarketing.com/live
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Problem Solving Roadmaps Articulate Vision
Jane has to make resource allocation decisions at beginning of each month
Made it easier for Johnathan to navigate his account
How Can Johnathan move his data across the platform? How Can Johnathan meet his data deadlines?
How can Jane see other division’s performance? How can Jane see other division’s performance? How can Jane see her team’s performance?
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Johnathan needs to get 2x data processed in half the time.
Johnathan can retrieve his password when he forgets it. Johnathan can retrieve his password when he forgets It. Johnathan can retrieve his password when he forgets it.
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Market Facts Customers | Stakeholders | Developers | Designers
User Stories
Define the problem and market (not the solution)
Define the work, design and solution with development and design
pragmaticmarketing.com/live
Research and validate
Requirements
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Break Problems Down into User Stories • Gather a small group of SMEs (developer, designer, BA, etc.) • Ask the question: How might we? • Create a story map to help visualize the stories against their problems • Stories are data driven and connected to the product vision!
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• Break the problem down into very small deliverables
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Market Problems Drive Evidence-Based User Stories Release
Market Problem [Epic]
User Stories
Jane has to make allocation decisions at the end of each month
At month’s end, Jane has to decide whether or not to add additional resources to keep pace with the other division
As Jane, I need to see my division’s performance so that I know where I stand for the month
As jane, I need to see the difference in performance between my division and a specified division so that I can decide whether to add more resources to make up the slack
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As Jane, I need to see another division’s performance so that I know where they stand for the month
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Backlog and Sprints • Prioritized based on business value
• Can be organized into future sprints • Each sprint should have a cohesive sprint goal
Sprint 2 Goal: Jane compares data “Jane” Release Sprint 3 Goal: Johnathan processes data
•As jane, I need to see the difference in performance between my division and a specified division so that I can decide whether to add more resources to make up the slack •As Jane I need to alert stakeholders that my division is behind so that I can allocate more resources
• As Johnathan, I need to pull data from the Acme System so that I can clean the data • As Johnathan, I need to apply filters to the data so that I can clean the data • As Johnathan, I need to upload clean data to the Fakecorp system so that it is uploaded in time
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• Top 1/3 is well defined (or 2-3 sprints)
Sprint 1 Goal: Jane accesses data
•As Jane, I need to see another division’s performance so that I know where they stand for the month •As Jane, I need to see my division’s performance so that I know where I stand for the month
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Market Facts Customers | Stakeholders | Developers | Designers
User Stories
Define the problem and market (not the solution)
Define the work, design and solution with development and design
Turn feedback into market facts create/edit new requirements and stories
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Research and validate
Requirements
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Most Important: Remember This
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The only measure of progress is working, software • Progress = the sum learnings, technology, design applied to an actual product • Working = the user can use it (smallest increment of user value, even if basic) • Tested = functional development testing and/or user validated testing
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Summary • Get out of the office! Interview and observe the market • Define the problem, build personas and prioritize • Break problems down into sprint goals and user stories • Solve a problem, take it to users, get feedback
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• Target releases by persona/market segment
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Rebecca Kalogeris
contact
[email protected] @pragmaticmktg
Johnathan Lucky
[email protected] www.linkedin.com/in/johnathanlucky/
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Thank You for attending! Join us for next month’s webinar:
Discover Your Distinctive Competencies with Buyer Interviews pragmaticmarketing.com/dc-webinar
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