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How Launch A Product No Matter Where You Work by PM from American Express and TheStreet
/Productschool
@ProductSchool /ProductmanagementNY
PRODUCT SCHOOL
august 10th, 2016shendi wang
3
HELLO!
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HOW TO LAUNCH A PRODUCT NO MATTER WHERE YOU WORKgoals of this session:1. understand agile product development lifecycle2. understand how interactions with various stakeholders vary depending
on industry, product type, or company size3. balance competing stakeholder priorities while avoiding scope creep and
still launching on time
5 WATERFALL VS. AGILE
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SOFTWARE DEVELOPMENT LIFECYCLE (SDLC)
1. • discover & define requirements
2. • design
3. • build
4. • test
5. • release
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discover/define
design
build
test
release(complete)
WATERFALL
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discover/define design beta test
final release(MVP)
iterative build/design
incremental release
test
user and customer feedback
1 or 2 week cycles (sprints)
AGILE
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MVP
minimum viable product (MVP): version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort
product vision MVP iteration
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VALUE DELIVERED VS. RISK OF FAILURE
waterfall
Series1
value delivered risk of failure
time
agile
value delivered risk of failure
time
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SUCCESS RATEwaterfall
18%
49%
33%
failed successful challenged
agile
8%
64%
28%
failed successful challenged
* “challenged”: solution was delivered but did not fully meet success criteria within acceptable ranges (i.e., quality fine, delivered on time, but ROI too low)
source: www.ambysoft.com/surveys/success2013.html
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FIXED VS. VARIABLE
features
waterfall (plan-driven)
agile(value-driven)
requirements
resources and time
resources and timefixed
variable
14 AGILE IN PRACTICE
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discover/define design
iterative build/design
beta test final release
incremental release
test
user and customer feedback
1 or 2 week cycles (sprints)
AGILE
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DISCOVER/DEFINEstakeholders external partner/client biz dev business legal tech risk compliance privacy marketing servicing customer service
product what is scope of contract/SOW? what are external partner/client goals? what are internal business goals? what is product construct? what are constraints? what is timeline? what are potential long poles? where are possible conflicts?
discover/define
initial design
beta test
sprint cycle
final release
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INITIAL DESIGNstakeholders external partner/client biz dev business legal tech risk compliance privacy marketing servicing customer service
product what is product construct for MVP? what features are post-MVP? what is E2E UX? what does UI look like? which scrums are impacted? what dependencies exist? what does timeline look like? what trade-offs are we making? what are comprehensive constraints?
discover/define
initial design
beta test
sprint cycle
final release
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SPRINT CYCLEstakeholders external partner/client biz dev business legal tech risk compliance privacy marketing servicing customer service
product do any requirements need to be clarified? did any unanticipated obstacles come up? does UX function as expected? does UI function as expected? does product construct need to be modified? is timeline still in tact?
discover/define
initial design
beta test
sprint cycle
final release
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BETA TESTstakeholders external partner/client biz dev business legal tech risk compliance privacy marketing servicing customer service
product did we test all use cases? what bugs/defects were found? of defects found, which can’t be fixed by launch? of defects that can’t be fixed by launch, are they
launch critical? are all legal, privacy, compliance, risk
requirements met? do we launch?
discover/define
initial design
beta test
sprint cycle
final release
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FINAL RELEASEstakeholders external partner/client biz dev business legal tech risk compliance privacy marketing servicing customer service
product is everything functioning as expected in prod? are there any new defects? what hot fixes do we need?
discover/define
initial design
beta test
sprint cycle
final release
21source: www.russelltate.com
discover/
define
design
sprint cycle
beta test
final release
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AN EXAMPLE – TARGET PREPAID REDCARD overview: target has a REDcard portfolio that consists of a debit and a
credit card; the partnership with amex is to round out the portfolio with a prepaid card
target goal: increase the number of REDcard members by x% with the inclusion of the prepaid REDcard
amex goal: increase revenue through spend of target prepaid REDcard members
timeline: four months to MVP considerations:
chip and on/offline PIN technology extent of banking functionality mobile app?
discover/define
initial design
beta test
sprint cycle
final release
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TARGET PREPAID REDCARD – PRODUCT CONSTRUCT
card/account funds ontemporary card y direct deposit ypermanent card y debit card ychip and PIN y cash – @ US target stores only yonline account management y credit card nsubaccounts y remote check capture nreserve account ymobile app n benefits funds off5% off all in-store and online purchases at target y free ATM – allpoint in-network ypurchase protection y online bill pay yfree shipping y amex network y30 day returns y ATM – out-of-network nroadside assistance y p2p n
discover/define
initial design
beta test
sprint cycle
final release
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TARGET PREPAID REDCARD – STORY MAP
as a target prepaid REDcard holder, I’d like to be able to register my temporary card.
as a target prepaid REDcard holder, I’d like to be able to load funds onto my card through direct deposit.
as a target prepaid REDcard holder, I’d like to be able to use my card wherever amex is accepted.
as a target prepaid REDcard holder, I’d like to receive 5% off all of my in-store and online purchases.
as a marketing manager. I’d like to receive daily reports with the metrics in attached spreadsheet.
as a target prepaid REDcard member, I’d like to be able to call amex customer service for support.
card funds on funds off benefits reporting servicingaccount
as a target prepaid REDcard holder, I’d like to be able to manage my account online.
epic
discover/define
initial design
beta test
sprint cycle
final release
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WHAT IS SCRUM?
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TARGET PREPAID REDCARD – HEAT MAP
card funds on funds off benefits reporting servicingaccount
as a target prepaid REDcard holder, I’d like to be able to register my temporary card.
as a target prepaid REDcard holder, I’d like to be able to load funds onto my card through direct deposit.
as a target prepaid REDcard holder, I’d like to be able to use my card wherever amex is accepted.
as a target prepaid REDcard holder, I’d like to receive 5% off all of my in-store and online purchases.
as a marketing manager. I’d like to receive daily reports with the metrics in attached spreadsheet.
as a target prepaid REDcard member, I’d like to be able to call amex customer service for support.
as a target prepaid REDcard holder, I’d like to be able to manage my account online.
epic
funding processor
direct deposit
funding processor sales processor batch customer service tool
sales processor communications
card spend
platform setup
account creation
decisioning
inventory fulfillment
RSW – onboarding
RSW – account mgmt
RSW – funds in/out
design
scru
mdiscover/define
initial design
beta test
sprint cycle
final release
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SPRINT PLANNING – PRODUCTSCRUM
epic #1epic #2epic #3epic #4epic #5epic #6epic #7epic #8
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
epic #1
epic #2
epic #3
epic #4
product backlog
sprint backlog
discover/define
initial design
beta test
sprint cycle
final release
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SPRINT PLANNING – SCRUM to do blockeddoing done
epic #1
epic #2
epic #3
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
user story
discover/define
initial design
beta test
sprint cycle
final release
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TARGET PREPAID REDCARD – LIVE! https://amex.serve.com/prepaidredcard/
discover/define
initial design
beta test
sprint cycle
final release
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PRODUCT MANAGERS DO A LOT!1. manage E2E experience
lead partner negotiations and facilitate scrum communication
2. see forest and trees understand overall business objectives and how to get there
3. collaborate with (lots of) people mobilize stakeholders towards a common goal even though they may not work for you
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AVOID SCOPE CREEP, NEGOTIATE WITH PARTNERS, PRIORITIZE!
32 [email protected]://www.linkedin.com/in/shendlz
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