AgileUpgrade - GOTO Conference · 2015. 10. 6. · “data gathered from A/B tests by Ronny Kohavi,...

AgileUpgrade.comTwitter: @J_Boeg

AgileUpgrade

Story Mapping – GOTO 2015 Jesper Boeg

www.AgileUpgrade.com

[email protected]

Twitter: J_Boeg

mailto:[email protected]


WHO AM I?


AgileUpgrade

Org. reviews, mentoring, consulting and training

Scrum

Kanban

Agile

Lean

See more at www.AgileUpgrade.com


Team


Personal


Maybe taking it too far?


Though heavily inspired by Jeff Patton this is not a presentation on his version of Story Mapping


Agenda

1 High quality waste

2 Story Mapping overview

3 Get started on the rigth foot

4 Diving into the details

5 Take-aways


You are guinea pigs

Pag

e 10


Quick rating

1. Novice: First time I have heard the term ”story map”

2. Informed: Read a blog or saw a conference video

3. Practicing: Tried it once or twice

4. Master: Facilitated several times. Improved some aspects.

5. Expert: Facilitated multiple times –developed my own version. Should be doing the presentation.

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Context of this talk

New projects/products

Products undergoing heavy development

Pag

e 12


HIGH QUALITY WASTE? -

DOES THE FOLLOWING

SOUND FAMILIAR?

Pag

e 13


Story point machine


Fragmented list of great ideas

15


It is a simple score!

16

Just give it a rough

guess in terms of value

and size and you have

got your priority.

Damn this agile

coaching stuff is easy


Iterations will save us

17


What have we achieved?

18

AgileUpgrade.comTwitter: @J_Boeg19


Backlogs are great!

But not for strategy and high level

planning

20


Prioritization is not about what you CAN do

to fulfill a business need – it is about what

you SHOULD do to create a desired effect

21


The new backlog is a map

2008 blog by Jeff Patton

http://jpattonassociates.com/the-new-

backlog/

22


Story Mapping in shortCreate Product Vision

Identify ”backbone” activities (columns in story map)

Identify target groups/user segments

Walk the ”backbone” with each role

Prioritize (Walking skeleton, release goal)

Sales to

Business

Limit

reachedOrder Billing Up-sale

Vision: FOR private customers with a company mobile WHO wants to spend more data than their

company subscription allows OUR PRODUCT IS a one-time top-up data model THAT allows

customers to pay for more data immediately UNLIKE complicated internal approval processes or

the need for 2 mobile phones OUR PRODUCT tops-up mobile data with the push of a button

Private

Customer

TDC sales

person

Business

Client

Walking

SkeletonRelease goal: 1 product

available for one manually

seleted business client.

• KPI: +50% increase in

top-up data


GET STARTED ON THE RIGHT

FOOT

24


Get the right people

25

Product Manager

Project

sponsor

UX

End user

Frontend

Backend

Support

CEO


Research domain

Vision

Customer journey

Market analysis

User segments

Organization

….

26


Write known business needs

To be able to spend time on what

matters!

27


DIVING INTO THE DETAILS

29


A Vision is important!

30


If applicable

Try this format for vision statement:

FOR (target for the product)

WHO (users’ needs)

OUR PRODUCT IS (the product category)

THAT (major benefit, key functionalities)

UNLIKE (current practice, competition)

OUR PRODUCT (major differentiator)

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CUSTOMER JOURNEYS

ROCK!

32


Start outside-in

33


Customer Journey touch points

34


Where will we put our energy?

35


Where will we put our energy?

36


TARGET GROUPS/USER

SEGMENTS

37


Identify

38


Prioritize

Don’t try to please everybody!

39

Priority Target group Reason for priority

1 Single male, age 18-25 Market research shows that they represent 35-45 percent

of the total market and are the most likely to explore new

products. Also they are right now the least satisfied with

their current options

2 Mom 2 kids, age 26-35 Market research indicates that they are the fastest climbing

segment of digital consumers already representing 10-15

percent. Estimated to climb to 20-25 percent before 2018

Out of scope Target groups Reason

Kids age 5-12 The market is currently fulfilled and the entry barrier is too

high


MAP IDENTIFIED USER NEEDS

40


In touch points

41


Tell the story / walk the map

42


One target group at the time

43


Important!

Keep telling it from an end-user

perspective – we are mapping user

needs

44


Prioritize

45


Walk the ”MVP”

46


Release goals and KPI’s

Pag

e 47


Keep in mind

48

“One of the most dangerous of all batch

size problems is the tendency to pack

more innovation in a single project than

is truly necessary”

Don Reinertsen, The Principles of Product

Development Flow


What is the real risk?

49

“data gathered from A/B tests by Ronny

Kohavi, who directed Amazon’s Data

Mining and personalization group, reveal

that 60%-90% of ideas do not improve

the metric they were intended to

improve”

Lean Enterprise, 2015


Remember

Reducing scope by 50% often reduces

Complexity by 50%

Effort by 50%

Budget by 50%

Time by 50%

50


Difficult but important

What is the business goal of the

“release”?

Do we truly need it all to deliver on that

goal?

How will we measure if it is a success?

What will we do if numbers do not

match?

51


A smile doesn’t cut it

52


BE AS CREATIVE AS YOU

WANT – BUT KEEP IT VISUAL

53


Just post Its on a wall

54


A door

55


Glass walls are great

56


Even a dinner table

57


REMEMBER

58


It is just a direction!

At least when used in an Agile context

59

80%

50%

30%


Keep it physical

60


Repeat / update

Typically once every 1-3 months

61


Visual and 2 dimensions

62


Story mapping provides a way to focus

on the essentials, align stakeholders and

make it possible for everybody involved

to answer the important question:

What are we building for whom and why?

63


Take-aways

Successful story mapping requires preparation

Agile without a direction is just a boring sequence of iterations

Don’t underestimate the power of having the right people present

Story mapping is an outside-in process – essentially just stories about users on a map

Doing it on a wall or white-board makes prioritization tangible and engaging

Story mapping facilitates and captures conversations about end user behaviour and a strategy to get the most out of your efforts

Story mapping can be used with traditional as well as agile processes

64


Questions

65


See you in May

Have a nice winter

Follow us at:

www.4globetrotters.world

66


Contact information

Jesper Boeg

Mail: [email protected]

Mobile: +45 51 54 28 20

Twitter: @J_Boeg

Website/blog: www.agileupgrade.com

Travelsite/blog: www.4globetrotters.com

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AgileUpgrade - GOTO Conference · 2015. 10. 6. · “data gathered from A/B tests by Ronny Kohavi,...

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