creating successful digital products in larger businesses

www.digitalworksconsulting.com

Lawrence De’Ath Senior Partner, Product & Technology

Using Enterprise Roadmapping to create successful digital products in larger businesses

https://uk.linkedin.com/in/lawrenced



Definition: What’s a digital product ?

© 2015 Digital Works Group. Proprietary and Confidential

“ Digital goods or e-goods are intangible

goods that exist in digital form ”

Digital product:

Digital goods (e.g. e-book or App) or the means to deliver a digital service

(e.g. a Website, an App, a Portal)

Source: DWC Research


Innovation challenge: Idea to product


How START


Planned ?: Product development by project


STEP 4 STEP 3 STEP 2 STEP 1

Source: DWC Research

1st specify & plan

START

Planned development steps


Common: Actual development path

Source: DWC Research © 2015 Digital Works Group. Proprietary and Confidential

Meandering development path - Not quite the plan !

START


Practical, valuable enduring product solutions tend to sit within here

Targeting: Not easy to specify a perfect product

.. a meandering path is often due to “hunting”

the right product specification by making

trade-offs during development



Answer?: Waterfall, Agile, Lean & all that stuff

Source: I can’t find it – can you ?

.. “specification” (of features) is estimated then derived in Agile

A plan is created to deliver requirements by

estimating cost & schedule

Desirable features drive priority use of time and

resource

Agile may reduce changes in

direction ..... but

In Waterfall specification is fixed


But ... Some folks like / need planned activities

... larger companies tend to be planned !

Agile ? Not really

X


Problem summary: Development is not easy

.. whilst Agile development can look like the same,

meandering path as poor, use of Waterfall

Heading straight to a product with a perfect “specification” is a widely seen as unrealistic ...

www.digitalworksconsulting.com Source: Queen Kristina of Sweden 1632 to 1654

“He who chooses his own path needs no maps.”

Bold, but possibly career limiting in a large business

www.digitalworksconsulting.com © 2015 Digital Works Group. Proprietary and Confidential

Reminder: Waterfall (or other planned) development

PRE-PLANNED PRODUCT DEVELOPMENT

(Waterfall mainly )

START


Better start: Enterprise Roadmapping (eRM)

DIGITAL PRODUCT DEVELOPMENT

(Agile / Waterfall / whatever )

MAP A ROUTE Pathfinder workshops

Mapping a route before development can help a team painlessly co-create a plan for a product

5% budget 2% time

95% budget 98% time



Business/ Market/ Competitor

Market Release MVP * Prototypes

Technology/ Risks

Trend Time

Key tech

Supplemental tech

Growth tech1

Growth tech2

Competitor action

Prove tech POC UX POC

* MVP = Candidate Market Release

Output: An Enterprise Roadmap (eRM)

Trial

???

???

Product / Features


Viable Feasible

MAP A ROUTE Pathfinder workshops

Product & Features

Desirable

ROUTE CHARTING

TECHNOLOGY DIGITAL

PRODUCT MARKET & CUSTOMER

Process: Enterprise Roadmapping (eRM)

1 2 3 4

A series of facilitated workshops


Parts: An Enterprise Roadmap (eRM)

Business/ Market/ Competitor

Technology/ Risks

Time

Product / Process / Features

TECHNOLOGY

DIGITAL PRODUCT

MARKET & CUSTOMER

1

2

3

4

Swim-lane content, priority, risks, linkages and timeline are built

in 4 stages


What do links in an Enterprise Roadmap tell us ?

Tech

no

log

y

2

3

See how a priority Market demand

... may be met with which Products

features....

built on which Technology

components .... 3

2

1

1

2

3

TECHNOLOGY

DIGITAL PRODUCT

MARKET & CUSTOMER

.. to meet which range of Market demands

... enables which Products features....

Understand how a Technology component ....



A collaborative process: Outputs & benefits

Benefits:

• Explore hidden market / user characteristics

• Build team consensus by understanding a product development

• Link market & technology issues via product / features

• Overview supports governance / steering of an enterprise

A roadmap is an output Captures user experience/needs,

market expectations, business requirements; trends & drivers

A linked and integrated view of priority actions in all stream

Future options with reasoning

A roadmap is an output Captures user experience/needs,

market expectations, business requirements; trends & drivers

A linked and integrated view of priority actions in all stream

Future options with reasoning



ROUTE CHARTING

TECHNOLOGY DIGITAL

PRODUCT

MARKET & CUSTOMER EXPERIENCE

• Customer / Market Trends & Drivers

• Target Customer Experience (aka UX/CX)

• Live, collaborative roadmap creation

• Route finding

1 2 3 4

• Candidate features to achieve UX/CX

• Data & Information mapping

• What’s really needed to make this product ?

• Risk identification

DIGITAL PRODUCT DEVELOPMENT

(Lean, Agile, Waterfall)

CHECK VISION

D

E

1 2

ROADMAP Pathfinder

workshops for digital products

C 3 4

.

eRM

wo

rksh

op

se

qu

ence

Pro

du

cts

dev

elo

pm

ent

to s

up

po

rt D

igit

al

Tran

sfo

rmat

ion

VISION what should

digital look like ?

A

eRM supporting Digital Transformation

DIGITAL AUDIT check current

assets

B


repeat

5% budget 2% time

95% budget 98% time


Contact

For help with improving digital product and service development using Enterprise Roadmapping and other techniques, please contact:

19



[email protected]

Lawrence De’Ath Senior Partner | Product & Technology

Link to me here

mailto:[email protected]


http://www.digitalworksconsulting.com/

mailto:[email protected]