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WellsFargo Collaborative Roadmapping Presentation


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I gave this presentation to various agilists at Wells Fargo in San Francisco on May 28, 2009

Published in: Technology, Business
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WellsFargo Collaborative Roadmapping Presentation

  1. 1. Collaborative Roadmap Development Presentation to Wells Fargo & Friends Luke Hohmann Founder & CEO, Enthiosys, Inc.
  2. 2. <ul><li>Founder/CEO of Enthiosys </li></ul><ul><ul><li>Agile Product Management consulting </li></ul></ul><ul><ul><li>Customer needs, roadmaps, business model </li></ul></ul><ul><ul><li>Product management mentoring and training </li></ul></ul><ul><li>Agile product guy </li></ul><ul><ul><li>VP Bus Dev (Aladdin), VP Eng &Product Dev’t (Aurigin), VP Systems Eng (EDS Fleet Services) </li></ul></ul><ul><ul><li>Board of Agile Alliance </li></ul></ul><ul><li>Author, speaker, blogger </li></ul><ul><ul><li>“ Innovation Games” </li></ul></ul><ul><ul><li>“ Beyond Software Architecture” </li></ul></ul><ul><ul><li>“ Journey of the Software Professional” </li></ul></ul><ul><ul><li>agile PM blog at </li></ul></ul>About Luke Hohmann
  3. 3. Services for Business Agility <ul><li>continuous customer collaboration to understand complex markets and provide input throughout the development process </li></ul><ul><li>agile transformation of your entire company to leverage the power of Agile product development and management </li></ul><ul><li>pricing, licensing and creation of business models to capture the full value of your solutions </li></ul><ul><li>Product roadmaps for individual products and portfolios with processes and best practices to sustain them over time </li></ul><ul><li>service design to improve the customer experience by delivering a whole product solution and additional revenue </li></ul>
  4. 4. Enthiosys Services
  5. 5. Cost of a Solving a Problem
  6. 6. Let’s Think About Roadmaps <ul><li>Reflect on your current roadmap. </li></ul><ul><li>What does it look like? </li></ul><ul><li>What questions does it answer? </li></ul><ul><li>How was it created? </li></ul>
  7. 7. Does It Look Like This? Thundercloud June 09 Sept 09 Dec 09 Mar 10 June 10 Jayko Idaho Version 4.0 SaaS Offering Extra fast install Comprehensive Platforms Multi-site Collaboration Oracle Support Version 3.2 New platform support Security Management Scalability enhancements Usability improvements Better Integration* Version 3.01 Security Patch Better Scalability Client Access SDK
  8. 8. Does It Look This?
  9. 9. Or This?
  10. 10. Who Was Involved?
  11. 11. Agile Roadmaps The FIRST STEP in Prioritizing Your Backlog
  12. 12. Agile Roadmap <ul><li>A living document designed to answer key strategic questions: </li></ul><ul><ul><li>Who are my desirable markets/market segments? What do they care about? </li></ul></ul><ul><ul><li>When / how often should I serve them? </li></ul></ul><ul><ul><li>What technologies can I leverage? How must my current product change to deal with the answers to these questions? </li></ul></ul><ul><ul><li>What are the external factors that I must address to deal with these issues? </li></ul></ul>
  13. 13. Benefits of a Roadmap <ul><li>Roadmaps identify and clarify the tactical and strategic intent of your product </li></ul><ul><li>Internally: </li></ul><ul><ul><li>Becomes the filter for backlog prioritization </li></ul></ul><ul><ul><li>Gains consensus around direction </li></ul></ul><ul><ul><li>Ensures the “ship is headed in the right direction” </li></ul></ul><ul><ul><li>Avoids the “last/loudest” priority problem </li></ul></ul><ul><li>Externally: </li></ul><ul><ul><li>Provides customers with access to near-term commitments and long term “points of view” </li></ul></ul><ul><ul><li>Binds customers to your company </li></ul></ul>
  14. 14. Typical Roadmap Failures <ul><li>No visible logic </li></ul><ul><li>Created unilaterally </li></ul><ul><ul><li>Lack of buy-in </li></ul></ul><ul><ul><li>Poor technical and market inputs </li></ul></ul><ul><li>No plan for internal or external sharing </li></ul>
  15. 15. Successful Roadmaps Creation… <ul><li>Active participation of key constituents </li></ul><ul><ul><li>Engineering (architects), Marketing, Support, next-level product strategists </li></ul></ul><ul><li>Extended in-person meetings </li></ul><ul><li>Time to research issues </li></ul><ul><li>Quarterly reviews </li></ul><ul><li>Clear (written) distribution plan </li></ul><ul><li>Easy to say, hard to do </li></ul>
  16. 16. Low-Tech Speeds Collaboration <ul><li>Formal results can be transcribed </li></ul><ul><li>in various tools </li></ul>
  17. 17. Roadmaps are Scary <ul><li>Forces you to articulate what you are not going to build </li></ul><ul><li>Makes you commit to an uncertain future </li></ul>
  18. 18. Creating a Strategic Roadmap Market Map Market Events & Rhythms Tarchitecture Map Feature/Benefit Map Timeline
  19. 19. Case Study: Acquisition Digestion <ul><li>Startup offering self-service access to small company benefits systems via “smart phones” </li></ul><ul><ul><li>Want to support multiple devices </li></ul></ul><ul><ul><li>Innovator-adopters like the system but are frustrated with the slow frequency of releases </li></ul></ul><ul><ul><li>Your unsure if system should be deployed as a service or as a customer-premise </li></ul></ul><ul><ul><li>Customers have asked for backend integration </li></ul></ul><ul><ul><li>Development wants to leverage more devices </li></ul></ul>
  20. 20. Build Your Strategic Roadmap Iteratively Market Map Time Horizon -- Quarters work well… F/B Map Tarchitecture Roadmap Market Events / Rhythms The Real Schedule Small Office Managed Service Linux Biometric Id What technology should we use? The Result…
  21. 21. Market Map <ul><li>Small Office </li></ul><ul><li>< 75 employees </li></ul><ul><li>Web only </li></ul><ul><li>Managed Service </li></ul><ul><li>Minimal ERP Integration </li></ul>Q306 Q406 Q107 Q308 Q208 <ul><li>Medium Office </li></ul><ul><li>75 - 500 employees </li></ul><ul><li>Web, PALM </li></ul><ul><li>On-site or managed service </li></ul><ul><li>ADP payroll integration </li></ul>Beta Customer Growth Development Beta Short name and key segmentation attributes Focus on segments for just this product Add graphics and annotate your map! Launch Launch
  22. 22. Market Events / Rhythms Expected Launch of Competing Product Int’l HR Benefits Conference Congress: 401K self-service regulations Beta Customer Growth Development Beta Q306 Q406 Q107 Q308 Q208 Events  One time Rhythms  Cyclical 401K Open Enrollment Launch Launch
  23. 23. Life “Firsts” Purchase Request Assisted Purchase 4 Savings Account 7 2 Independent Income Job Housing (Apartment) Subscription (Pager) Loan (Car, PC) Credit Card Mortgage Prom Investment (401K) ... 12 15-18 20s 18-22 Independent Purchase
  24. 24. American Life Rhythms Jan Apr Sep Aug Jul Jun May Mar Feb Oct Nov Dec Vacation Mother’s Day My Birthday Valentine’s Thanksgiving School Starts Spring Break Religious Holidays Anniversary
  25. 25. Market Rhythms Jan Apr Sep Aug Jul Jun May Mar Feb Oct Nov Dec
  26. 26. Feature / Benefit Map Beta Customer Growth F: Managed Service B: Rapid, easy deployment B: Low initial cost F: “Fixed” benefit plans B: No hard work or cost in designing a new plan F: Installed onsite B: Privacy, customization F: Installed onsite B: Privacy, customization Development Beta Q306 Q406 Q107 Q308 Q208 Only the features that move the needle! Describe in business terms where possible Launch Launch
  27. 27. Tarchitecture Roadmap Beta Customer Growth Development Beta VoiceXML 2.0 Tools Standardized Privacy Mgt Tools 64-bit Intel Servers 2.5G/3G Cellular Location-Based Apps Q306 Q406 Q107 Q308 Q208 Typically just the large pieces Can span multiple quarters Launch Launch
  28. 28. Focus on Capabilities <ul><li>Major components of the application that enable multiple features </li></ul><ul><li>EX: Notification Engine </li></ul><ul><ul><li>Allows users to send schedule, event, or conditional based notifications via any communication channel. </li></ul></ul>
  29. 29. Managing Architectural Change <ul><li>SEI classifies changes as: </li></ul><ul><ul><li>Local fix a bug in a module </li></ul></ul><ul><ul><li>Non-Local add new features within existing architecture </li></ul></ul><ul><ul><li>Architectural swap out a user interface library with a new library </li></ul></ul><ul><li>To manage architectural change </li></ul><ul><ul><li>1. Lodge the change into the roadmap </li></ul></ul><ul><ul><li>2. Ensure it is on the backlog </li></ul></ul><ul><ul><li>3. Ensure it is prioritized into actual work </li></ul></ul>
  30. 30. Scheduling Considerations <ul><li>Holidays & vacations </li></ul><ul><li>Internal events & rhythms </li></ul><ul><ul><li>Quarterly earnings calls </li></ul></ul><ul><ul><li>Peer reviews </li></ul></ul><ul><li>Customer commitments </li></ul><ul><li>Other milestones </li></ul>
  31. 31. Can We Make It Fun?
  32. 32. Background on Innovation Games® for Customer Understanding Innovation Games® Are Serious Management Tools That Create High-Output Low-Cost Organizational Performance
  33. 33. What Are Innovation Games® <ul><li>Innovation Games® are serious games that solve a wide range of product strategy and management problems across the market lifecycle. </li></ul><ul><li>They can be played: </li></ul><ul><li>with customers </li></ul><ul><li>in-person or online </li></ul><ul><li>within or across organizational units </li></ul><ul><li>in single or multi-game formats </li></ul>
  34. 34. Organizing Innovation Games® To understand… … then consider these games Product Box Buy a Feature Me and My Shadow Give Them A Hot Tub Remember The Future 20/20 Vision Speed Boat Spider Web Show And Tell Start Your Day The Apprentice Prune The Product Tree These questions exist across the product-market lifecycle. Customer Needs Requirements Product Usage Future Products
  35. 35. Innovation Game®: Prune the Product Tree Goal: Develop ideas for new products and services. <ul><li>Draw a graphic image of a tree to represent growth of the product/service. </li></ul><ul><li>Add your current project portfolio / product roadmap as leaves and apples. </li></ul><ul><li>5 to 8 invited stakeholders are asked to shape the “growth” of your offering. </li></ul><ul><li>Captures very rich information about perceptions of the future, timing of new concepts, and balance among delivered offerings </li></ul><ul><li>In-person </li></ul><ul><li>Provides rich opportunity for “new” ideas </li></ul><ul><li>Online </li></ul><ul><li>Captures data for sophisticated analysis of preferences </li></ul>
  36. 36. Prune the Product Tree In Person
  37. 37. Prune the Product Tree -- Preparing Planners define layers and regions so that they will know where players are placing their ideas. Planners choose images to represent growth. Planners select the kind & number of items that can be placed on the image during the game.
  38. 38. Place Initial Items Any existing ideas or roadmap items are placed on the tree.
  39. 39. Playing the Game! Players collaborate in real-time to place features/benefits (leaves/apples) on the tree. An integrated chat facility enables you to understand player motivations. Players label and describe their ideas All information is recorded and available for analysis
  40. 40. Create Interpretations from the Results of Multiple Games Game 1 Results Game 2 Results Interpretation Game results are merged into a new game – which you can edit and shape, further process, or play with additional players.
  41. 41. Tabular Representation of Items for Post-Processing Layers and regions enable planners to quickly determine where players have placed their items. You can ask questions like “What are all of the features customers want in 2010?”
  42. 42. Many Ways to Play: Parties and Galas Dude, you sharded collaboration! (friend from Google) What is it? Who plays? Facilitated? Number of players? Party A “dinner party”. You select and control participants Yes 5..8 Gala An “open seating event” Random participants based on a shared URL No 9+
  43. 43. Enough Already – Let’s PLAY <ul><li>In-person </li></ul><ul><li>Online banking </li></ul><ul><li>Project complexity </li></ul>
  44. 44. Roadmaps and Backlogs
  45. 45. Your Job… <ul><li>use cases </li></ul><ul><li>bugs </li></ul><ul><li>features </li></ul><ul><li>enhancement requests </li></ul><ul><li>updates </li></ul><ul><li>stuff… to do… </li></ul>markets to serve money to make market driven road maps pile of stuff to do backlog 1. use case 2. bug fix 3. arch change
  46. 46. Core Artifacts What markets? When? Work to be done in release Work to be done in Sprint markets to serve Daily Sprint Strategy Portfolio Product Release backlog 1. use case 2. bug fix 3. arch change market driven road maps
  47. 47. Roadmaps and Backlogs Are Independent But Linked “ infinite” backlog 1. use case 2. bug fix 3. arch change 14. this 29. that 40. the other thing market driven road maps release release release
  48. 48. Are You Done? Depends… <ul><li>Portfolio roadmaps manage collections of related offerings </li></ul><ul><li>Radar roadmaps help manage EOL </li></ul><ul><li>Scenario roadmaps assist leadership teams in strategic planning </li></ul><ul><li>Value roadmaps assist product managers in raising prices </li></ul>
  49. 49. Thank You !!! Innovation Through Understanding® Luke Hohmann Founder & CEO Enthiosys, Inc. 615 National Ave., Ste 230 Mountain View, CA 94043 cell: (408) 529-0319 [email_address]