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The Mac Iver Group, LP © 2005-2014 1
Robbie Mac Iver, Agile Consultant & Coach
Product Management
In today’s world of global competition and continuous change, a firm that isn’t delighting its clients and turning them
into active promoters of its goods and services is unlikely to endure. - Stephen Denning
The Mac Iver Group, LP © 2005-2014 2
Agile Leadership
Balancing Agile Adoptions
Product
Management
Delivery Practices
Team
Practices
The Mac Iver Group, LP © 2005-2014 3
Product Management Myth
“Our job is to provide our customers or users everything they ask for.”
The Mac Iver Group, LP © 2005-2014 4
Product Management Myth
“Our job is to provide our customers or users everything they ask for.”
Even if we wanted to, we could not hire enough staff to do that and would likely bankrupt our
companies if we tried.
The Mac Iver Group, LP © 2005-2014 5
Product Management Myth
“We do not sell our software as a product and therefore don’t need
product management”
The Mac Iver Group, LP © 2005-2014 6
Product Management Myth
“We do not sell our software as a product and therefore don’t need
product management”
If you build software that is used in operation of your own business, you need credible knowledge
of business needs – even if there is no commercial transaction required to distribute your software.
The Mac Iver Group, LP © 2005-2014 7
Role of Product Management
Seek, discover, validate, communicate the business
opportunities, problems, needs in the market (or organization)
and the value of addressing them.
Product
Management
The Mac Iver Group, LP © 2005-2014 8
Pragmatic Marketing
Marketing
Technical
Strategy
The Mac Iver Group, LP © 2005-2014 9
Product Roadmap
2Q-2014 4Q-2014 2Q-2015 4Q-2015
Market US Europe
Major Capabilities
• Basic Catalog• Shopping Cart
• Expanded Catalog
• Product Demos • 3rd Party Vendors
User Experience • Onscreen Help • Chat Support
Technology • Drop WinXP • SOA • New Data Model
Release Goals Are Capabilities Not Feature Lists
The Mac Iver Group, LP © 2005-2014 10
Persona
Who is the user?
What is his/her job?
Why does he/she need your product to do that job?
What is a typical day at work?
What are his/her primary concerns?
The Mac Iver Group, LP © 2005-2014 11
Problems to Stories
Business Problem
Scenarios
Persona
User Stories
The Mac Iver Group, LP © 2005-2014 12
Minimum Solution Set
Business Problem
Scenarios
Persona
User Stories
The Mac Iver Group, LP © 2005-2014 13
Continuous Product Backlog “Grooming”
The Mac Iver Group, LP © 2005-2014 14
Sample Product Backlog
Name User Story Priority Size
Make Reservation As a pet owner I want to reserve the PoddlePalace Suite so that Prince can have the ultimate doggie day care experience.
1
Meal Preference As a pet owner I want to specify a meal/treat preference so that Prince has his usual food.
2
Web Camera As a pet owner I want to view Prince over the internet so that I can see how happy and active he is.
3
Pooch Profile As a pet owner I want to create a Pooch Profile so that I don’t have to keep repeating my preferences.
4
Medical Treatment As a pet handler I want to be reminded when to administer any medicines for Prince so that he receives the proper treatment.
5
Special Needs As a pet handler I want to review any special needs for Prince so that I know how to care for him.
6
Temperament As a pet handle I want to know which other dogs Prince plays well with so that he has a safe environment.
7
Feedback As the owner of PoodlePalace I want to collect feedback from pet owners so that I know how to improve my services.
8
Virtual Tour As the owner of PoodlePalace I want to offer a virtual tour of my facilities so that potential customers are attracted to my business.
9
Activity Schedule As a pet handler I want to create a schedule of activities for Prince so that he is well attended.
10
The Mac Iver Group, LP © 2005-2014 15
Bringing Business and Delivery Together
Product
Management Delivery Team
Business Needs Delivery
Cycle
The Mac Iver Group, LP © 2005-2014 16
Self Check – Product Management
How well do you understand your customers’ business problems AND the value of addressing them?
How well do you understand who uses your product and how they use it?
How are your product needs prioritized? How often does that change?
Does your understanding of requirements evolve over time?
Do you focus on the minimum solution set first?
The Mac Iver Group, LP © 2005-2014 17
My Role
Guide
Information Curator
Mirror
The Mac Iver Group, LP © 2005-2014 18
Robbie Mac Iver
▪ Past President/Advisor National Board of Directors ▪ Founder Houston Chapter
▪ Stage Producer – Agile 2010, Agile 2011▪ Presenter – Agile 2010▪ Stage Producer – Agile Executive Forum 2011
www.robbiemaciver.com
robbie@robbiemaciver.com
@robbiemaciver
robbiemaciver
Consulting ▪ Coaching ▪ Mentoring▪ Agile Adoption ▪ Agile Leadership ▪ Product Management
▪ Leadership Agility 360™ Assessment
10+ Years Agile Techniques ▪ 10+ Years Project Leadership ▪ 20+ Years Information Technology
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