1. PRODUCT OWNERSHIP AS IF YOU MEANT IT LKCE 04.11.2013, Hamburg Stefan Roock stefan.roock@it-agile.de Twitter: @StefanRoock

2. About me Stefan Roock stefan.roock@it-agile.de Twitter: @StefanRoockcoach / consultant (and CEO) at 3. This session... product developmentservices, operations, support, etc.Main thesis of this session: One size (type of product ownership) doesnt t all.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. 4. often: before agile/lean Stakeholder (e.g. Marketing, Finance, ...)Requirementsdecision paralysis & chaos Team 5. rst step towards agile/lean StakeholderSingle Input QueueTeamRequirements 6. rst step towards agile/lean StakeholderRequirementsSingle Product Input Owner QueueTeam 7. Product Ownership: single input queueManage stakeholdersPrioritize work for development team to avoid decision paralysis.picture inspired by http:/ /www.romanpichler.com/blog/roles/picasso-product-owner/ 8. Typical Scenario 1/3 StakeholderI want A.Doesnt match my priosProduct Owner 9. Typical Scenario 2/3 StakeholderStakeholderI want A.Doesnt match my priosProduct OwnerI want A.OKManager 10. Typical Scenario 3/3 StakeholderStakeholderI want A.Product OwnerI want A.OKManagerDo A!ManagerDoesnt match my priosHrmpf...Product Owner 11. The Job of Product OwnershipCreate products that delight customers by making ROI optimizing product decisions. 12. Typical Scenario 3/3 StakeholderStakedelighted holder customers?I want A.Doesnt match my priosProduct OwnerI want A.OKManagerDo A!Hrmpf...Manager Who is the Product Owner?Product Owner 13. rst step towards agile/lean StakeholderRequirementsdelighted customers?Single Product Input Owner QueueTeam 14. rst step towards agile/lean StakeholderRequirementsMake sure that given features get implemented.Single Project Product Input Manager Owner QueueTeam 15. Product Ownership: the third eyeKnow customers needsManage stakeholdersPrioritize work for development team to avoid decision paralysispicture inspired by http:/ /www.romanpichler.com/blog/roles/picasso-product-owner/ 16. Berlin located 250+ employees 70% of employees in independentGame Teams (one team, one game) You build it, you run it - Werner Vogels (Amazon, CTO) 17. Product OwnershipEach team has one fully empowered Product Lead who is in charge of product decisions. Sandboxing: Limit risks with predened boundaries (e.g. in terms of money) 18. Hamburg located 180+ employees, organized inteams (no departments) One product (web construction toolkit) 19. Team TeamTeamFounders TeamTeamTeamTeam 20. Product Owner? 21. Team-Mission Product Owner? Team-Mission Team-MissionTeam-Mission 22. Team-Mission Product Owner! Goal#1 Team-MissionTeam-Mission 23. and then... Team-Mission Product Owner Goal#1 Team-Missionself-selected Product OwnerTeam-Mission 24. Product Owner!Team-Mission Goal #1Product Owner collaborates Team-Mission closely face-2-face with the team. Team-Mission 25. Meet a german newspaper ValueValueAdvertisingSubscriptionsA1020100B20085C5570Stakeholders within the company rate the values.Automagical prioritizationFeature...Aggregated Value...Everybody may add features 26. Meet a german newspaper Value AdvertisingFeature A B CValue Subscriptions...Aggregated ValueSomebody (or a group of somebodies) dened the columns (value categorization) dened the formula for computing the aggregated value...Everybody may add featuresProduct OwnerStakeholders within the company rate the values.Automagical prioritization 27. Meet a german newspaper Value AdvertisingFeature A B C ...Value SubscriptionsAggregated...ValuePrerequisites mature business (customers needs are well understood and change slowly) solid understanding of business value generation / value streamEverybody may add featuresStakeholders within the company rate the values.Automagical prioritization 28. Types of Product Ownership ExampleType of Product Appropriate for... OwnershipWoogaEmpowered ProductInnovative new productsOwnerwith limited investmentJimdoTop manager asInnovative products withProduct Ownermajor investmentnewspaperProduct Decision...MechanismMature business 29. Types of Product Ownership ExampleType of Product Appropriate for... OwnershipWoogaEmpowered ProductInnovative new productsOwnerwith limited investmentJimdoTop manager asInnovative products withProduct Ownermajor investmentnewspaperProduct Decision MechanismMature business...Combine models! 30. Types and Styles of Product Ownership StyleTypeNonCooperative Wooga Jimdo newspaper ......Cooperative 31. Costsby t sts en Co pm s elo ence ev ici d ff ineLevel of collaboration between product owner and team 32. CostsCo re sts qu b i re y b me ad nt sby t sts en Co pm s elo ence ev ici d ff ineLevel of collaboration between product owner and team 33. CostsCo re sts qu b i re y b me ad nt sOverall costsby t sts en Co pm s elo ence ev ici d ff ineLevel of collaboration between product owner and team 34. CostsCo re sts qu b i re y b me ad nt sOverall costsby t sts en Co pm s elo ence ev ici d ff ineDo we need more or less collaboration?Level of collaboration between product owner and team 35. From here to there 36. Product Board CEOSales...Dev...Test......... 37. Product Board CEOAll persons required to make Vertrieb tough product Dev decisionsTest come together regularly (eg. biweekly). ............... 38. Product Board CEOProduct Ownership with a Product Board is more reactive than classic Vertrieb Dev Test ... Distributed Product Ownership, but still slower than Single Product Ownership. ............ 39. THANK YOU FOR YOUR ATTENTION Questions? Contact me!Stefan Roock stefan.roock@it-agile.de @StefanRoock