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My tips for effectively using product goals in Scrum incising the connection between product goals, the product roadmap, and the product backlog.
TIPS FOR USING
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“The product goal describes a future state of the product … [It] is
the long-term objective for the Scrum team.“
“The product goal is in the product backlog. The rest of the product
backlog emerges to define ‘what’ will fulfill the product goal.”
The product owner is accountable for “developing and explicitly
communicating the product goal.” The entire Scrum team is
“focused on one … product goal.”
*Scrum Guide, November 2020
PRODUCT GOALS IN SCRUM 2020*
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A SET OF CASCADING GOALS
The product’s value proposition and
desired business benefits.
Future state of the product,
the desired benefit or outcome
the product should create.
Ultimate purpose, positive change
the product should bring about.
Benefit of a sprint.
5 years plus
Product life cycle stage
Based on Roman Pichler, “How to Lead in Product Management”
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Help people eat healthily.
User and Business Goal
Reduce the risk of developing type-two diabetes;
create new revenue source.
Help the users to understand their eating habits
and acquire an initial user base.
Validate that users are willing to share
personal information when activating the app.
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PRODUCT GOALS ON THE
GO PRODUCT ROADMAP
• Acquire an initial user
• Help me understand
my eating habits
• Healthy eating
• Integration with smart
watches and fitness
• Grow the user base
• Improve my eating
• Recipes and shopping
• Social media
• Generate revenue: in-
• Get fitter
• Personalised advice
• Weight loss
• Integration with scales
Revenue from in-app
purchases two weeks
Be in the top 15 diabetes
apps six weeks after
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PRODUCT ROADMAP AND
Focuses the product backlog.
Helps determine the right
Strategic product plan
• Product goals
• Dates or timeframes
• Key features
Detailed product plan
• Epics, user stories
• Workflow diagrams,
• UI sketches and mockups
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Scrum Product Owner
COLLABORATIVE GOAL SETTING
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Product goals are great to express specific, measurable outcomes or
benefits a product should create.
Determine the product goals for the next 12 months and capture them on
a product roadmap. Make sure that they are connected to the
overarching user and business goals in the product strategy.
Use the next product goal to focus your product backlog: Its contents
should serve to meet the goal.
Set product goals together with the key stakeholders, developers, and
Scrum Master. This maximises the chances that people support the goals
and work towards them.
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