Killing scope productcamp austin

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  • Copyright Seilevel

    Using Business

    Objectives to Kill

    Scope and

    Launch Better

    Products

    Joy Beatty

    Vice President of Blue Ocean Services

  • Copyright Seilevel

    A long time ago in a galaxy far,

    far away

    Project Managers and Product

    Managers focused their battle

    strategies on on-time delivery!

  • How do we save the patient?

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  • So Now What?

    Does the squeakiest wheel get to build their features?

    Does the most senior member of the team pick?

    Why dont we roll the dice?

    Can you justify the value of your most needed features?

    How do we decide what features to cut?

    Proposal: Select features

    that add the most value

    by using .BUSINESS OBJECTIVES!

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  • Activity

    The

    Best &

    Worst

    of 2011

    October. Issue 007

    Cover story: Look at what companies set

    as the best business objectives of the year

    and where they simply fell flat

    See inside

    for Our

    Top BA

    Model

    Popular

    Product

    Manager

    Attire

    Work with a partner

    to identify your best

    and your worst

    business objectives

    PDM Secrets

    Revealed

    Inside!

    Monkey

    Wins

    Elicitation

    Contest

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  • Typical Product Definition Approach

    SUCCESS

    METRICS

    PRODUCT

    FEATURES

    PRODUCT

    QUALITIES

    PRODUCT

    CONCEPT

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  • Product Concept

    may have changed

    Features may

    have changed

    A Business Objectives Approach

    BUSINESS

    PROBLEM

    FEATURES

    BUSINESS

    OBJECTIVES

    QUALITIES

    SUCCESS

    METRICS

    GUIDING

    PRINCIPLES

    PRODUCT

    CONCEPTPRODUCT

    CONCEPT

    BUSINESS

    STRATEGY

    FEATURES

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  • Product Concept

    Success Metrics

    Guiding Principles

    Using Business Objectives

    BUSINESS OBJECTIVES

    FEATURES

    FUNCTIONAL

    REQUIREMENTS

    QUALITIES

    Business Problems

    Business Strategies

    PERFORMANCE USABILITY SECURITY

    Non-Functional Requirements

    LEGAL

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  • Why Dont We Have Them?

    Why Dont You Have Business Objectives?

    Confusion about what business objectives are

    Management wont tell

    Stakeholders dont want to be measured

    Stakeholders dont actually agree on the objectives

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  • Identifying Business Objectives

    WHY?

    WHY?

    WHY?

    WHY?

    WHY?

    WHY?

    WHY?

    WHY?

    WHY?

    WHY?

    WHY?

    WHY?

    WHY?

    WHY?

    Interview key business and IT stakeholders

    Confidently ask why its okay to not know!

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  • Focus on Money

    Business Objectives relate to money Reduce Costs Increase Revenue

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  • Example

    NINTENDO

    WII GAME

    Why would you

    build a Wii Game?

    GAMES ARE

    COMPLICATED

    NOT SELLING

    OUTSIDE 15-30

    YR OLD

    Why do you care if

    your games are

    complicated?

    Why do you care if

    the rest of the

    market buys?

    15-30 YR

    MARKET

    SLOWING

    Why are you

    concerned about

    that growth?

    COMPETITION

    IS STILL

    GROWING

    OH! What kind of

    growth do you

    want?

    25% GROWTH

    IN OTHER

    MARKETS

    BUILD A GAME

    FOR

    7-13 YR OLDS

    ADVERTISE TO

    RETIREMENT

    AGE

    How can we target

    growth in other

    markets?

    Business Objective

    Business Strategies

    Business Problems

    Product Concept

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  • Selecting Features

    OBJECTIVE FACTOR

    INCREASE REVENUE/DECREASE COSTS

    OBJECTIVE FACTOR

    OBJECTIVE FACTOR

    OBJECTIVE FACTOR

    OBJECTIVEEQUATIONS

    DATANEEDS

    FEATURES

    FEATURES

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    Evaluate the value of

    features or sets of features

  • Current state:

    100 tests passed/wk

    Sales/avg user = $1000/wk

    Sales/passed user = $1200/wk

    Feature Value Example

    INCREASING # PASSED TESTS

    INCREASES REVENUE

    INCREASE REVENUE

    PROVIDING TRAINING

    BEFORE TESTS INCREASES

    # OF PASSED TESTS

    PROVIDING OPTIONS TO

    COMPLETE TRAINING ONLINE

    OR OFFLINE INCREASES

    # PASSED TESTS

    CREATING BETTER TESTS

    INCREASES # OF

    PASSED TESTS

    GETTING USER FEEDBACK ON

    TESTS HELPS CREATE BETTER

    TESTS

    DOWNLOADABLE

    TRAINING

    TRAINING

    TRAINING

    SURVEYS

    Training increases passed # tests by 50%

    (=50 new people pass/wk)Passed tests increases

    revenue by 20%

    (=$200 sales/user each

    week)

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    Downloading increases passed #

    tests by 2%

    (=2 new people pass)

  • Challenges in Measuring Value

    Common difficulties in assigning

    value to features:

    Complaints about time to write and evaluate

    Data isnt collected today

    Organizations dont want to take time to measure

    Business objectives arent defined to use in prioritization

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  • What If I Cant Identify Them?

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  • Questions?

    Joy Beatty

    Seilevel

    joy.beatty@seilevel.com

    www.seilevel.com/blog

    www.seilevel.com/resources

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