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AworkshopaboutProductVision:Fromanideatoaproductyoucanimplement!

VascoDuarteAgileEE2010

VascoDuarte

@duarte_vasco

h5p://bit.ly/vasco_blog

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Vasco

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Disclaimer

I’mexperienced,butthatmeans:

IunderstandyourquesHon

NOT:

Iknowtheanswer!

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What is a good Vision?!

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Where have we seen this before?!

Achievethegoal,beforethisdecadeisout,oflandingamanonthemoonandreturninghimsafelytotheearth

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WhatisabadVision?

Maximizeourcustomers'abilitytogettheirworkdone

Develop, deploy, and manage a diversesetofscalable,performant,andstrategicknowledge management tools to bestserve our consHtuents, partners, andcollaboraHve organizaHons, improvingthe possibility of overall saHsfacHonamongourdiversecustomerprofiles

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TheAssignment•  YouaretheProductManagement

groupforalargemobilephonemanufacturer,yourcompeHtorsaretrimmingyourmarginsandthreateningyourmarketshare

•  Yourgoalistocreateaproductthatwillturnthecompanyaround

•  Deliverable:TheVisiondocumentfortheproductwithatleastthefollowing:–  MainmarkeHngmessage–  Devicesketch–  Sampleservices(2‐3)tobeoffered

withDevice

TheProduct

Amobilephoneandrelatedservices.

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Theworkshop

•  Wewillform4groupsof5‐10people•  Wewillgothroughthe8stepsintheVisionprocess

•  OneFlipchartisallowedforeachstep(nomore)•  YoumaydraFtheVisionateachstep(8iteraGonsforthevision)

•  Workasagroup,askquesGonsasyouneed•  AttheendeachgroupwillpresenttheVisiontotheothergroupsin3minutes(I’llkeeptheGme).

Expected output from each step

•  A short summary of the information you considered critical for the Vision – 1 flipchart

•  (optional) A draft of the Vision (even if information is still missing in the early steps) – 1 flipchart

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Overview/Steps1.  Understandthecustomerspace

2.  Understand the customer life/work/environment/goals

3.  Define what values are mostimportantforthecustomer

4.  Define what your business isabout (understand the soluHonspacethatyoucaninfluence)

5.  Definewhat the product tries toachieve(incustomerlanguage)

6.  UnderstandthecompeHHon

7.  Writethevision,include:

8.  Iterate over and over again (theA3vision)

Step1:Understandthecustomerspace

•  Whoareyourcustomers?Whoaretheircustomers?Whichdoyouwanttohelp?

•  Whatdoyouknowaboutthiscustomer?

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Seereportfordetailsonthecustomers

•  Targetcustomers:15‐25yearoldsinEmergingmarkets(India,Ukraine,Brasil,etc.)

Customerdetails,headlines•  Some75%of12‐17year‐oldsnowowncellphones,upfrom45%in2004.

•  Fully72%ofallteens2‐‐or88%ofteencellphoneusers‐‐aretext‐messagers.Thatisasharprisefromthe51%ofteenswhoweretextersin2006.Morethanhalfofteens(54%)aredailytexters

•  Oneinthreeteenssendsmorethan100textmessagesaday,or3000textsamonth.

•  15%ofteenswhoaretexterssendmorethan200textsaday,ormorethan6,000textsamonth.

•  Boystypicallysendandreceive30textsaday;girlstypicallysendandreceive80messagesperday.

•  Teentextersages12‐13typicallysendandreceive20textsaday.

•  CallingissHllacentralfuncHonofthecellphoneforteens,andformanyteensvoiceistheprimarymodeofconversingwithparents.

•  Girlsmorefullyembracemostaspectsofcellphone‐basedcommunicaHon.

•  59%ofgirlstextseveralHmesadayto"justsayhelloandchat";42%ofboysdoso.

•  64%ofparentslookatthecontentsoftheirchild'scellphoneand62%ofparentshavetakenawaytheirchild'sphoneaspunishment.

•  46%ofparentslimitthenumberofminutestheirchildrenmaytalkand52%limittheHmesofdaytheymayusethephone.

•  TeenswhohavemulH‐purposephonesareavidusersofthoseextrafeatures.Themostpopulararetakingandsharingpicturesandplayingmusic:

–  83%usetheirphonestotakepictures.–  64%sharepictureswithothers.–  60%playmusicontheirphones.–  46%playgamesontheirphones.–  32%exchangevideosontheirphones.–  31%exchangeinstantmessagesontheirphones.–  27%goonlineforgeneralpurposesontheirphones.–  23%accesssocialnetworksitesontheirphones.–  21%useemailontheirphones.–  11%purchasethingsviatheirphones.

Data from India: In our study ‘Making local calls’ and ‘text messaging’ werereportedasthemostcommonacHviHes.OntheotherhandacHviHeslikesendingpicture messages, downloading or forwarding ring tones, gemng news updatesandmakingSTDcallswereseen less frequently.This trendremainsmoreor lessthesameacrossgenderforallfuncHonsexceptfor“gemngnewsupdates”whereboyshaveatendencytouseitmorefrequentlythangirls.InterlesHngly“playinggames”wasseenasaregularacHviyabout40%.‐‐studyofteenageandyoungerpeople

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Step2:Understandthecustomer’slife/work/

environment/goals

•  Howtotheyworknow?•  Whatdotheydodaily/

weekly/monthly/yearly?•  Understandwhateach

acHvitymeansfortheuser,andwhyitisneeded

•  Forthispartoftheworkshop,useyourownknowledgeofyoungpeopleinthetargetcountries.

Understandingcomputerusers

o  Manyrelyoncomputersforwork:E‐mailaccess,connecHvitytotheinternetevenoutsidetheoffice,connecHvitytotheofficenetworkoutsidetheoffice…

o  Mostrelyonabrowsertoaccesstheservicestheyneed

o  Somedonet‐bankingandneedsecureconnecHonsandsecureenvironment

o  Mostdoe‐mailforcommunicaHonandfun(chainle5ers)

o  SomewatchTVo  Someplaygamesforentertainmento  Someplaygamesforbusiness(e.g.goldfarminginWoW)

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Step3:Definewhatvaluesaremostimportantforthecustomer

•  Whatdoesthecustomerwanttoachieve?•  Whatisvaluableforthecustomer?(Maslowpyramid)

Examplecustomervaluehierarchy

•  Asacomputeruserthisismyhierarchyofvalues:

Turnthecomputeronanditworks! ‐Nocrashes‐”Mycomputerstarts!”

Basiccomputerusageworks‐ Network,Office,Gameswork.‐ “Icanusemycomputer!”

Usefuluseofthecomputer‐ Banking,e‐mailing,moneysavinguses‐ ”Mycomputerisusefultome!”

Thecomputerhasadequateperformance‐ ”Idon’twasteanyHmewaiHngformycomputer

Theuserextractsvaluefromtheuseofthecomputer

‐ ”I’mmakingmoneywithmycomputer”‐”Itrustmycomputerwithmymoney”‐ ”Mylifewouldchangealotwithoutmycomputer!”

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Don’tforgettheservices!

Example:computers•  Howitwas:

–  Glorifiedtypewriter–  Madeself‐publishingpossible(printer+texteditor)

•  Howitis:–  AdigitalcommunicaHondevice–  AccesstoinformaHoniseasy,butnotpersonalized–  Computerscanbeusedbyanyone(1family,1computer)

•  Howitwillbe:–  Moreadvanceduser‐differenHaHontechniques(ArHficialintelligenceinthebrowser?)–  MorecompuHngpowerforhigher‐definiHoncontent(HD+3D)

•  Howitoughttobe(mydreamworld):–  PersonalcompuHngdevice–  FitsinpocketbuthasaHUGEscreen

•  Caninfluence:–  Formfactor,price,UserInterface

•  Cannotinfluence:–  OperaHngSystem,Peripheralecosystem

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Step5:Definewhattheproducttriestoachieve(incustomerlanguage)

Example:computers

•  Helpfill‐outtaxforms(internetaccessneeded)

•  Helpdeliverhomeworktotheteacher(e‐mailserviceneeded)

•  Helpcustomersenjoyentertainment(movieandmusicdelivery+internetaccessneeded)

•  NOTE:notechnologylanguagecanbeused.Use*Customer*language!

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Step6:UnderstandthecompeHHon

•  Whoprovidessimilarproducts?Why?•  Whatistheirbusinessmodel?

•  WhatfuncHonalitydotheymakeavailable?

Example:computers

•  Whatarethekeypartsofyourbusiness?–  Sellingmachines/HW

•  ThismeansthatallHWsellingcompaniesarecompeHtors–  Sellingservicesthatrunonour,andothermachines

•  Thismeansthatallservicethatcanruninourmachines(orother)arecompeHtors

•  WhatisthecompeHtor’sbusinessmodel?–  Example:Appleusescomputerstodeliverotherservicesthat

arelimitedtotheircomputers.Googleusesothers’computerstodelivere‐mail,search,etc.services

•  WhatfuncHonalitytotheydeliver?–  HPdeliverscustomtouchinterfaces–  AcerdeliverssmallerlaptopsandlonglasHngba5eries–  …

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Step7:Writethevision,include:

•  Goalspercustomer/stakeholderfortheproduct?•  HowisthisproductdifferentfromthecompeHHon?

•  Whatistheonestatementthatdefinestheproduct?

•  Segmentcustomers,focusontherightcustomersegment

•  Definethestretchgoalsfortheproduct(ifany)TechnicallyandBusiness‐wise

Step8:Iterateoverandoveragain(theA3vision)

•  AverthefirstversionoftheVisioniswri5enonlythefirstfewstepsaretaken.Nextweneedtoiteratethevisionbytalkingtosales,customers,development,etc.

•  ThefirstvisiondocumentcanbeatwoA4paperwithtext,butlateronyoushouldfocusthatVisionintoanA3visuallyrichVision.YoucanuseannexestotheA3Visionifyouneed,butyouneedtobeabletoexplainthewholeVisiontoyouandtopeoplearoundyouwithoutthemneedingtoreadtheannexes.TheAnnexesaretherefordetail,notforunderstandingtheconceptsintheVision

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CurrentlyanOperaHonalDevelopmentspecialistatNokia,VascoDuarteisanexperiencedproductandprojectmanager,havingworkedinthesovwareindustrysince1997.VascohasalsobeenanAgilepracHHonersince2004,heisoneoftheleadersandacatalystintheadopHonofAgilemethodsandanAgilecultureatNokiaandpreviouslyatF‐Secure.

Vasco'scontribuHonstotheimprovementofthesovwaredevelopmentprofessioncanbereadinhisblog:h5p://sovwaredevelopmen5oday.blogspot.com.

YoucanfollowVascoontwi5er:@duarte_vasco

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