Prioritisation for Product Managers _ jwickremasinghe
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Transcript of Prioritisation for Product Managers _ jwickremasinghe
Prioritisation for
Product Managers JO WICKREMASINGHE
HEAD OF PRODUCT, WHICH? DIGITAL
PRODUCT TANK 15 APR 2015
Prioritisation throughout
the organisation
Division
Portfolio
Product Product
Portfolio
Product Product
Division
Portfolio
Product Product
Portfolio
Product Product
STRATEGIC
PLANNING
PRIORITIES &
BUDGETS
ACROSS
PORTFOLIO
PRODUCT
ROADMAPS
Prioritisation throughout
the organisation
Journalism Radio & Music
Vision Future Media
Online Technology
Group
Players & On-
Demand News & Knowledge
News Homepage
& Search Weather &
Travel Sport
Knowledge & Learning
STRATEGIC
PLANNING
PRIORITIES &
BUDGETS
ACROSS
PORTFOLIO
PRODUCT
ROADMAPS
Product life cycle
All products will eventually start to decline
More competitors enter the market
New tech brings new capabilities
Disruption changes user behaviour
In digital the rate of innovation means what works today won’t work forever
Implications of strategic plans for
product managers
You have clear goals
and objectives to work towards
Leverage these goals to
help you prioritise your
product roadmaps
Challenges
• Which? is much smaller organisation than the BBC or Microsoft yet it still has a relatively large number of products and services under development
• The challenge my team faces at Which? is that its digital ambitions are ahead of where we are as an organisation
• Our whole digital team is 63 people including product and UXD, and we are supporting around 14 products in active development
• To put this into perspective at the BBC my Weather and Travel News team managed 3 products with a total team of 28 people, and this didn’t include the development teams which built some of the components we used like the global nav or BBC identity
So…. this makes it a very challenging environment for our product managers to prioritise
High, Medium, Low
Editorial Development Marketing Sales Total
Feature 1 H M L L 15
Feature 2 H H L L 25
Feature 3 L M H M 45
Feature 4 M L M H 45
Assume H = 5, M = 3, L = 1
Different stakeholders usually have a different opinion about what is a high priority
Approach is too internally focused
Can use a multiplier to come out with aggregate weighting
but are all stakeholders equal?
Minimum viable product
Use a combination of value mapping and story mapping to determine
What are the most valuable features
And what set of features need to be delivered together to create the minimum viable product