AgileUpgrade - GOTO Conference · 2015. 10. 6. · “data gathered from A/B tests by Ronny Kohavi,...

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Story Mapping – GOTO 2015 Jesper Boeg

www.AgileUpgrade.com

agileupgrade@gmail.com

Twitter: J_Boeg

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WHO AM I?

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AgileUpgrade

Org. reviews, mentoring, consulting and training

Scrum

Kanban

Agile

Lean

See more at www.AgileUpgrade.com

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Team

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Personal

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Maybe taking it too far?

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Though heavily inspired by Jeff Patton this is not a presentation on his version of Story Mapping

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Agenda

1 High quality waste

2 Story Mapping overview

3 Get started on the rigth foot

4 Diving into the details

5 Take-aways

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You are guinea pigs

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Quick rating

1. Novice: First time I have heard the term ”story map”

2. Informed: Read a blog or saw a conference video

3. Practicing: Tried it once or twice

4. Master: Facilitated several times. Improved some aspects.

5. Expert: Facilitated multiple times –developed my own version. Should be doing the presentation.

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Context of this talk

New projects/products

Products undergoing heavy development

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HIGH QUALITY WASTE? -

DOES THE FOLLOWING

SOUND FAMILIAR?

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Story point machine

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Fragmented list of great ideas

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It is a simple score!

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Just give it a rough

guess in terms of value

and size and you have

got your priority.

Damn this agile

coaching stuff is easy

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Iterations will save us

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What have we achieved?

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Backlogs are great!

But not for strategy and high level

planning

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Prioritization is not about what you CAN do

to fulfill a business need – it is about what

you SHOULD do to create a desired effect

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The new backlog is a map

2008 blog by Jeff Patton

http://jpattonassociates.com/the-new-

backlog/

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Story Mapping in shortCreate Product Vision

Identify ”backbone” activities (columns in story map)

Identify target groups/user segments

Walk the ”backbone” with each role

Prioritize (Walking skeleton, release goal)

Sales to

Business

Limit

reachedOrder Billing Up-sale

Vision: FOR private customers with a company mobile WHO wants to spend more data than their

company subscription allows OUR PRODUCT IS a one-time top-up data model THAT allows

customers to pay for more data immediately UNLIKE complicated internal approval processes or

the need for 2 mobile phones OUR PRODUCT tops-up mobile data with the push of a button

Private

Customer

TDC sales

person

Business

Client

Walking

SkeletonRelease goal: 1 product

available for one manually

seleted business client.

• KPI: +50% increase in

top-up data

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GET STARTED ON THE RIGHT

FOOT

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Get the right people

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Product Manager

Project

sponsor

UX

End user

Frontend

Backend

Support

CEO

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Research domain

Vision

Customer journey

Market analysis

User segments

Organization

….

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Write known business needs

To be able to spend time on what

matters!

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DIVING INTO THE DETAILS

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A Vision is important!

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If applicable

Try this format for vision statement:

FOR (target for the product)

WHO (users’ needs)

OUR PRODUCT IS (the product category)

THAT (major benefit, key functionalities)

UNLIKE (current practice, competition)

OUR PRODUCT (major differentiator)

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CUSTOMER JOURNEYS

ROCK!

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Start outside-in

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Customer Journey touch points

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Where will we put our energy?

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Where will we put our energy?

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TARGET GROUPS/USER

SEGMENTS

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Identify

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Prioritize

Don’t try to please everybody!

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Priority Target group Reason for priority

1 Single male, age 18-25 Market research shows that they represent 35-45 percent

of the total market and are the most likely to explore new

products. Also they are right now the least satisfied with

their current options

2 Mom 2 kids, age 26-35 Market research indicates that they are the fastest climbing

segment of digital consumers already representing 10-15

percent. Estimated to climb to 20-25 percent before 2018

Out of scope Target groups Reason

Kids age 5-12 The market is currently fulfilled and the entry barrier is too

high

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MAP IDENTIFIED USER NEEDS

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In touch points

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Tell the story / walk the map

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One target group at the time

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Important!

Keep telling it from an end-user

perspective – we are mapping user

needs

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Prioritize

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Walk the ”MVP”

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Release goals and KPI’s

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Keep in mind

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“One of the most dangerous of all batch

size problems is the tendency to pack

more innovation in a single project than

is truly necessary”

Don Reinertsen, The Principles of Product

Development Flow

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What is the real risk?

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“data gathered from A/B tests by Ronny

Kohavi, who directed Amazon’s Data

Mining and personalization group, reveal

that 60%-90% of ideas do not improve

the metric they were intended to

improve”

Lean Enterprise, 2015

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Remember

Reducing scope by 50% often reduces

Complexity by 50%

Effort by 50%

Budget by 50%

Time by 50%

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Difficult but important

What is the business goal of the

“release”?

Do we truly need it all to deliver on that

goal?

How will we measure if it is a success?

What will we do if numbers do not

match?

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A smile doesn’t cut it

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BE AS CREATIVE AS YOU

WANT – BUT KEEP IT VISUAL

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Just post Its on a wall

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A door

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Glass walls are great

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Even a dinner table

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REMEMBER

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It is just a direction!

At least when used in an Agile context

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80%

50%

30%

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Keep it physical

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Repeat / update

Typically once every 1-3 months

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Visual and 2 dimensions

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Story mapping provides a way to focus

on the essentials, align stakeholders and

make it possible for everybody involved

to answer the important question:

What are we building for whom and why?

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Take-aways

Successful story mapping requires preparation

Agile without a direction is just a boring sequence of iterations

Don’t underestimate the power of having the right people present

Story mapping is an outside-in process – essentially just stories about users on a map

Doing it on a wall or white-board makes prioritization tangible and engaging

Story mapping facilitates and captures conversations about end user behaviour and a strategy to get the most out of your efforts

Story mapping can be used with traditional as well as agile processes

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Questions

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See you in May

Have a nice winter

Follow us at:

www.4globetrotters.world

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Contact information

Jesper Boeg

Mail: agileupgrade@gmail.com

Mobile: +45 51 54 28 20

Twitter: @J_Boeg

Website/blog: www.agileupgrade.com

Travelsite/blog: www.4globetrotters.com

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