Collaborative Product Visioning with Scrum

presented byLisa Montaño

Overview

• Collaborative Product Development defined

• Leveraging Scrum principles• Team engagement inspires

innovation• The Product Vision Board – Practicing

collaboration, transparency, communication with the visual artifact

Why Is Collaborative Visioning Important?

• Motivates and energizes team to delight customers long term

• Team understands business drivers and is freed to innovate based on that understanding

Collaborative Visioning Toolkit

• Persona creation• Needs analysis• High level feature definition• Revenue model• Vision statement

Persona Creation & Needs Analysis

• Inputs–Market conditions–Competitive landscape– Existing offerings– Sales trends–Demographic data

• Persona creation• Define needs product will meet• What is our product’s value proposition?

Define Features

• Emergent Product Development• Minimum marketable features• Focus on high-priority features first• Get feedback• Flesh out features, build on basics

over time

Revenue Analysis

• What is the revenue model for this product?

• Is this product feasible?–Do we have the existing capability

to build this product?–Do we have the distribution

network to sell this product?

Product Vision Statement

• What is the purpose of a vision statement?• What tools can we use to product a vision

statement?– Product Box– Elevator Pitch–Magazine review– Press Release

Putting It All Together: The Product Vision Board

• Product Vision Board Purpose• Elements–Personas–Needs–Features–Value–Vision

• Audience

(Some) Impediments to Collaboration

• Lack of organizational and/or customer buy-in

• Urge for control and detailed specifications

• Lack of prioritization by business

Overcoming Objections

• Establish a track record of success• Begin with a Proof-of-Concept• Focus on Fulfilling customer needs• Use an emergent product roadmap• Be a “Collaboration” champion to

your organization

Summary

• Collaborative Product Visioning anchors teams for innovation

• Teams set up to succeed with innovation will delight customers

• Customer delight will fuel revenue• Establish a track record of success—start with a

proof of concept• Focus on meeting customer needs• Socialize emergent, iterative product

development• Leverage Scrum principles