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Product Management challenges with Agile - presented at Product Camp Austin, 2/16/13
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Keeping your Product Management Sanity when moving to Agile
John Milburn [email protected]
ProductCamp 2013
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Pragmatic Marketing Framework™STR
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Market Problems
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But, I’m being pulled more into Dev…
User Acceptance?
Always Available?
User Stories?
Use Cases?
UI Design?
Functional Design?
Iteration Planning
And, now, we’ve moved to Agile!STR
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Working software is the measure of the team’s progress It doesn’t mean “no documentation”
“Design” may be expressed with prototypes It doesn’t mean “no design”
Testing and quality are the responsibility of the team It doesn’t mean “no QA”
Different way of doing things in agile
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Requirements –> User Stories
MRD / MRT / PRD –> Backlog(s)
Hours/Days/Weeks –> Velocity
Status Meetings –> Standups / Scrums
Project Status –> Burnups, Burndowns
PM / Designer –> PM / PO / Designer
Release Milestones –> Sprints / Iterations
Waterfall –> Agile: What’s Changed?
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Greater flexibility to deal with change
We know earlier when we are in trouble
We have a greater sense of accomplishment
Greater Product Management –Development TRUST
The time commitment has increased dramatically
Waterfall –> Agile: What else has Changed?
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Product Mgt is Accountable for Market Requirements Writing Grouping Prioritizing
It is impossible to prioritize 100’s of requirements
Prioritization is based on VALUE to the Market
PM owns the WHAT, Dev owns the HOW
Waterfall–>Agile: What’s stayed the same?
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Market Problems define the product
We still must balance Scope vs. Time vs. Money
We need to release something sometime
We need to make money
People are involved
Waterfall–>Agile: What else is the same?
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Product Roadmap
Build / TestSystem
Test
BusinessPlan
BusinessGate
Waterfall Planning
LAUNCH
ReleaseGate
MarketingPlan
LaunchPlan
Master Requirements ListGoals / Themes
RequirementsProject
Plan
DesignSpec
StartGate
Market Requirements DocumentMarket Requirements Table
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Product Roadmap
Build / TestSystem
Test
BusinessPlan
BusinessGate
Waterfall Planning - Accountability
LAUNCH
ReleaseGate
MarketingPlan
LaunchPlan
Master Requirements ListGoals / Themes
RequirementsProject
Plan
DesignSpec
StartGate
Market Requirements DocumentMarket Requirements Table
-- Product Manager-- Development-- Product Marketing Manager
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Product Roadmap
BusinessPlan
BusinessGate
Agile Planning
MarketingPlan
LaunchPlan
Product Backlog
Release Backlog
User Stories
Overall ProjectPlan
Arch /Design
StartGate(s)
ReleaseGate
LAUNCH
System Test
Sprint Backlogs
Build(s)SprintTest(s)
SprintPlan(s)
Demo(s)
Burnups / Burndwns
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Product Roadmap
BusinessPlan
BusinessGate
Agile Planning - Accountability
MarketingPlan
LaunchPlan
Product Backlog
Release Backlog
User Stories
Overall ProjectPlan
Arch /Design
StartGate(s)
Sprint Backlogs
Build(s)SprintTest(s)
SprintPlan(s)
Demo(s)Release
Gate
LAUNCH
System Test
-- Product Manager-- Product Owner-- Development-- Product Marketing Manager
Burnups / Burndwns
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Understaffing
Waterfall management with Agile development
Still must develop mutual trust
Distributed teams make it harder
We must have time to communicate
Where will you be challenged?
