product ownership as if you meant it (stefan roock) - lkce13
DESCRIPTION
Most companies don't have empowered product owners. Instead they work with some kind of distributed product ownership. The talk analyzes why distributed product ownership is so common, what problems it produces and how to make it work. The key message of the session is that one size doesn't fit all. For mission critical projects product ownership may be assumed by a top manager, for startup-like projects an empowered product owner in some kind of "sandbox" may be more appropriate and distributed product ownership is totally valid for more maintenance oriented projects.TRANSCRIPT
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
