Agile Day Chicago 2016

Product Discovery, the search for a product that your customers want, love and will acquire, is hard. And learning Product Discovery is probably just as hard.

So let’s start simple, by first remedying some common product ailments as a means towards Product Discovery. In this workshop I introduce a single page ideation tool, the Product Discovery Canvas, which applies relevant aspects of Collaborative Chartering, Customer Discovery, Story Mapping, Pretotyping and Lean Startup to remedy challenges of product discovery and delivery.

Transcript

1. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator Product Remedies Using the Product Discovery Canvas #ADC2016 Bill Allen email: Bill@agileInnov.com more on product discovery: ProductDiscoveryCanvas.com speakerdeck: speakerdeck.com/billagileinnovator agile user group: meetup.com/Chicago-Agile-Open-Space linkedin: LinkedIn.com/in/agilebillallen
2. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator Product Discovery, the search for a product that customers want, love and will acquire, is hard. Perhaps learning Product Discovery is probably just as hard. So let’s start with remedying some challenges that occur with the product or in the process of building it. 2 What is Product Discovery?
3. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator 3 Your Product Challenges? Images: 20th Century Fox Ultimatecapper.com Octagon Films Universal Pictures
4. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator 1. It is difficult for us (dev team) to understand our stakeholder vision 2. Execs or key stakeholders present an idea but cannot provide details 3. There is constant scope modification, requirements are always changing 4. Requirements gathering takes a really long time 5. We have no requirements but business wants the project to start 6. Customer feedback on our products is generally negative 7. It often occurs that projects get cancelled before we deliver. Lowers morale and costs money. 8. It takes a long time for an idea to become a tangible product that our customers can use 4 Your Product Challenges?
5. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator 5 Product Discovery on a canvas
6. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator 6 Unpacking the canvas { { { } Chartering Story Mapping Pretotyping Lean Startup
7. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator Chartering Questions 1. What are you building? 2. What value does it provide? 3. Who are you building this for? a. Describe the different types of users & customers of your product? Create their Personas. 4. What benefit will they obtain? 5. Describe user activity with the product. 6. What are the goals of the product? a. The Business goals of your product? b. The Technology goals of your product? c. The Process Improvement goals of your product? d. What frequently occurring problem(s) does this product solve? 7. How will know that your product is a Success? 8. In what ways will the “product” user community be transformed? 9. What are the Outcomes of having this product? (Today?) 10. What is the Impact of having the product? (For the future?) 7
8. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator 8 “All of us are smarter than some of us!” Invite these Skills & Experience: People with product vision (Product Owners) People who know the code (Developers); People who can commuicate (Business Analyst) People who can verify (Testers) Key Stakeholders; Others …
9. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator 9 Your Product Challenges? “It’s difficult for dev team to understand the stakeholder’s vision.”
10. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator 10 Collaborative Product Charter “It’s difficult for the dev team to understand the stakeholder’s vision.”
11. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator 11 Your Product Challenges? “Requirements gathering takes a really long time.”
12. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator “Requirements gathering takes a really long time.” “We have no requirements but business wants the project to start.” 12 Story Mapping
13. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator 13 Capture user experiences in a Story Map Tell Stories about users experiencing the product: Goals Personas Benefits Actions
14. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator 14 Your Product Challenges? “Often, projects get cancelled before we deliver. This lowers morale and costs money.”
15. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator “Often, projects get cancelled before we deliver. This lowers morale and costs money.” 15 Pretotyping
16. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator 16 Your Product Challenges? “It takes a long time for an idea to become a tangible product for our customers to use.”
17. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator “It takes a long time for an idea to become a tangible product for our customers to use.” 17 Build – Measure - Learn
18. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator 18 Build a slice of the map, measure the feedback
19. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator Use the Product Discovery Canvas For: “Product Questions” “Shared Understanding” “Experiments” “Gaining Fast & Inexpensive Feedback” “Product Pivots” 19 Product Discovery Canvas
20. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator “It’s difficult for dev team to understand the stakeholder’s vision.” 20 Collaborative Product Charter Active participation and constant Visibility of business yields greater benefits than the fulfillment of predetermined requirements specified in a contract.”
21. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator “Requirements gathering take a really long time.” “We have no requirements but business wants the project to start.” 21 Story Mapping Don’t stand still… Whole team can tell stories about users experiencing the product.
22. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator Often, projects get cancelled before we deliver. This lowers morale and costs money. 22 Pretotyping Make sure – as quickly and as cheaply as you can – that you are building the right it before you build it right.
23. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator It takes a long time for an idea to become a tangible product for our customers to use. 23 Build – Measure - Learn Create a MVP Learning from experiments.
24. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator Thank You!
25. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator Knowledge List Steve Blank David Hussman Jeff Patton Eric Ries Alberto Savoia
26. © 2016, agile Innovation Labs, All Rights Reserved. agileInnov.com @agileInnovator Questions?