product ownership as if you meant it (stefan roock) - lkce13

PRODUCT OWNERSHIP AS IF YOU MEANT IT

LKCE04.11.2013, Hamburg

Stefan Roockstefan.roock@it-agile.deTwitter: @StefanRoock

About me

coach / consultant (and CEO) at

Stefan Roockstefan.roock@it-agile.deTwitter: @StefanRoock

This session...

product development

services, operations, support, etc.

Analysis of different types of product

ownership.

Understanding pros and cons

of product ownership

types.

Finding the appropriate

type of product

ownership for your context.

Main thesis of this session: One size (type of product ownership) doesn‘t fit all.

often: before agile/lean

Team

Stakeholder (e.g. Marketing, Finance, ...)

Requirementsdecision

paralysis & chaos

first step towards agile/lean

Team

Stakeholder

RequirementsSingle Input

Queue

first step towards agile/lean

Team

Stakeholder

Requirements

Single Input

QueueProductOwner

Product Ownership: single input queue

Prioritize work for development team to avoid

decision paralysis.Manage stakeholders

picture inspired by http://www.romanpichler.com/blog/roles/picasso-product-owner/

Typical Scenario 1/3

Stake-holder

ProductOwner

I want A.Doesn‘t

match my prios

Typical Scenario 2/3

Stake-holder

ProductOwner

I want A.Doesn‘t

match my prios

Stake-holder Manager

I want A.OK

Typical Scenario 3/3

Stake-holder

ProductOwner

I want A.Doesn‘t

match my prios

Stake-holder Manager

I want A.OK

Manager ProductOwner

Do A! Hrmpf...

Create products that delight customers by

making ROI optimizing product decisions.

The Job of Product Ownership

Typical Scenario 3/3

Stake-holder

ProductOwner

I want A.Doesn‘t

match my prios

Stake-holder Manager

I want A.OK

Manager ProductOwner

Do A! Hrmpf...

Who is the Product Owner?

delighted customers?

first step towards agile/lean

Team

Stakeholder

Requirements

Single Input

Queue

delighted customers?

ProductOwner

first step towards agile/lean

Team

Stakeholder

Requirements

Single Input

Queue

Make sure that given features get

implemented.

ProductOwner

ProjectManager

Know customers‘ needs

Product Ownership: the third eye

Prioritize work for development team to avoid

decision paralysisManage stakeholders

picture inspired by http://www.romanpichler.com/blog/roles/picasso-product-owner/

•Berlin located•250+ employees•70% of employees in independent

Game Teams (one team, one game)•„You build it, you run it“ - Werner

Vogels (Amazon, CTO)

Product Ownership

Each team has one fully empowered Product Lead

who is in charge of product decisions.

Sandboxing: Limit risks with predefined

boundaries (e.g. in terms of money)

•Hamburg located•180+ employees, organized in

teams (no departments)•One product (web construction

toolkit)

Founders

Team

TeamTeam

Team

TeamTeam

Team

Product Owner?

Product Owner?

Team-Mission

Team-Mission

Team-Mission

Team-Mission

Product Owner!

Goal#1

Team-Mission

Team-Mission

Team-Mission

Product Owner

Goal#1

Team-Mission

Team-Mission

Team-Mission

and then...

self-selectedProduct Owner

Product Owner! Goal #1

Team-Mission

Team-Mission

Team-Mission

Product Owner collaborates closely face-2-face with the

team.

Meet „a german newspaper“

FeatureValue

AdvertisingValue

Subscriptions...

Aggregated Value

A 10 20 100

B 20 0 85

C 5 5 70

...

Stakeholders within the company rate the values.

Everybody may add features

Automagical prioritization

FeatureValue

AdvertisingValue

Subscriptions...

Aggregated Value

A

B

C

...

Stakeholders within the company rate the values.

Everybody may add features

Automagical prioritization

Meet „a german newspaper“

Somebody (or a group of somebodies)• defined the columns (value

categorization)• defined the formula for computing

the aggregated value

Product Owner

FeatureValue

AdvertisingValue

Subscriptions...

Aggregated Value

A

B

C

...

Stakeholders within the company rate the values.

Everybody may add features

Automagical prioritization

Meet „a german newspaper“

Prerequisites•mature business (customers needs

are well understood and change slowly)

• solid understanding of business value generation / value stream

Types of Product Ownership

ExampleType of Product

OwnershipAppropriate for...

Wooga Empowered Product Owner

Innovative new products with limited investment

Jimdo „Top manager“ as Product Owner

Innovative products with major investment

newspaper Product Decision Mechanism

Mature business

...

Types of Product Ownership

Combine models!

ExampleType of Product

OwnershipAppropriate for...

Wooga Empowered Product Owner

Innovative new products with limited investment

Jimdo „Top manager“ as Product Owner

Innovative products with major investment

newspaper Product Decision Mechanism

Mature business

...

Types and Styles of Product Ownership

Non-Cooperative

... Cooperative

Wooga

Jimdo

newspaper

...

Typ

eStyle

Cost

s

Costs by

development

inefficiences

Level of collaboration between product owner and team

Cost

s

Costs by

development

inefficiencesCosts by bad

requirements

Level of collaboration between product owner and team

Cost

s

Costs by

development

inefficiencesCosts by bad

requirements

Overall costs

Level of collaboration between product owner and team

Level of collaboration between product owner and team

Cost

s

Costs by

development

inefficiencesCosts by bad

requirements

Overall costs

Do we need more or less

collaboration?

From here to there

... ... ... ...

CEO

Sales Dev Test...

Product Board

... ... ... ...

CEO

Vertrieb Dev Test...

All persons required to make tough product decisions come

together regularly (eg. bi-weekly).

Product Board

... ... ... ...

CEO

Vertrieb Dev Test...

Product Ownership with a Product Board is more reactive than „classic“ Distributed Product Ownership, but

still slower than Single Product Ownership.

Product Board

Questions? Contact me!

THANK YOU FOR YOUR ATTENTION

Stefan Roockstefan.roock@it-agile.de

@StefanRoock