Product Management

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


Agile Leadership

Balancing Agile Adoptions

Product

Management

Delivery Practices

Team

Practices


Product Management Myth

“Our job is to provide our customers or users everything they ask for.”



“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.



“We do not sell our software as a product and therefore don’t need

product management”



“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.


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


Pragmatic Marketing

Marketing

Technical

Strategy


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


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?


Problems to Stories

Business Problem

Scenarios

Persona

User Stories


Minimum Solution Set

Business Problem

Scenarios

Persona

User Stories


Continuous Product Backlog “Grooming”


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


Bringing Business and Delivery Together

Product

Management Delivery Team

Business Needs Delivery

Cycle


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?


My Role

Guide

Information Curator

Mirror


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

[email protected]

@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