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Don‘t bother me with product vision! 
I am just doing my job! 
Jaroslav Procházka, Ph.D. 
Aguarra
About me … 
• Agile, Lean, ITIL, soft skills 
• Start-ups / entrepreneurs 
• Value thinking and living 
• 14 years in IT 
• 10 years lectures/research 
• Books: 
• Operate IT differently. Grada (Czech) 
• Team Agile Testing 
• ITIL story 
• Lean IT in large: Stopping the negative 
Aguarra courses: 
• High performing teams 
• Agile&Lean S&M 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 2 
spiral. Lulu 
Blogging: 
• www.agilia.cz/blog 
• www.HRkavarna.cz 
• en.differ.cz
Poland: Highway parts not met 
Common 
goal? 
Source: 
idnes.cz 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 3
Product development 
chronicle: Common goal? 
Customers willing to pay more 
Q1, Q2, Q3, Q4 
2008 
Q1, Q2, Q3, Q4 
2009 
Q1, Q2, Q3, Q4 
2010 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 4 
Customer’s 
demand 
Developers’ layoffs 
Targeted 
utilization 
level 
Hiring new 
developers 
New developers available 
Developers ready 
to bring value 
Goals: 
• Industry: profit 
• Line: utilization 
• Country: headcount
Growing technical 
debt (team says) 
RED NUMBERS 
5 
Complicated 
maintenance 
Overdue 
features 
Customer 
pushing on 
lower costs 
Short term 
thinking (YES 
to all reqs.) 
Hard to 
estimate 
feature delivery 
dates 
Push on 
new sales 
Overloaded 
team 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz
The biggest waste in product development? 
Standish Group Chaos Reports 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 6
Based on what you: 
 accept or decline new product features? 
 predict new feature delivery date (e.g. for marketing unit) 
 design product architecture? 
 make daily design decisions? 
 use incident solutions/workarounds? 
 decide whether to fix incident immediately or wait a bit and 
prolong the resolution time not to repeat it? 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 7
8
Start with value! 
Do we solve the right problem?
But we know what the value is! 
…. Really? 
It is great to be 
remotely in touch 
with my customers 
Only what I need is 
quality Internet 
connection 
But what makes me 
angry are these 
recurring outages … 
My job is to fix 
incidents 
OMG! 
Again an outage!!! 
#&*#$*#!!! 
Yeaaah, I 
delivered value! 
I fixed incident 
quickly 
I will kill 
them!!! 
Users 
will be 
happy … 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 10
Start with the following questions: 
1/ What is the problem we are trying to solve? 
2/ Why is it important for you? Why you care? 
3/ What is the (visible) value for the customer? 
... and to succeed: 
3/ Involve and enggage people 
4/ Prototype and verify possible solutions 
5/ Share this among the whole company!!! 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 11
Product Vision 
artefacts 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 12
Do it together with the teams 
Share it continuously 
Have it visible in team room 
Discuss and update it regularly 
Make decisions based on it 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 13
Needs and values from real products 
Utility meters product: 
Need (of customer and its customers): 
 To gather data for energy invoicing 
 People don’t want to be at home to 
open flats and assist data gathering 
 Invoicing and payment processed to 
get the energies 
Value: 
 Remote automatic data gathering 
from meters 
 e-invoicing 
Web filter product 
Need: 
 Secure and efficient working 
environment 
 Saved costs for network capacity 
Value: 
 Wide enough bandwidth for working 
tasks by blocking not approved 
streaming and downloads 
 Virus and phishing avoidance 
Aguarra, s.r.o., Lisabonská 2394/4, 190 00 Praha 9, www.aguarra.cz 14
Product owner dual role 
1. Visionary and owner 
What should the product be like? 
Owning, creating, changing the vision 
Owning, prioritizing the backlog 
2. Daily coach 
Sharing the vision among the product, support, 
maintenance and sales teams daily to support their 
daily decisions 
Aguarra, s.r.o., Lisabonská 2394/4, 190 00 Praha 9, www.aguarra.cz 15
 Observe what customers do 
 Accompany sales on their way to customers 
 Listen what users say (not just the loud ones) 
 Mine what they really need out of these 
 Observe also market trends and predictions 
(IT support, new tech and approaches) 
 Observe employment trends 
(remote work, social net, generation Y habits) 
 Visit domain conferences 
 Share, share, share... within the company, among the management, sales, 
delivery teams, support teams 
Product 
Owner role 
regarding 
vision 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 16
Go & See principle: 
Team in media domain 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 17
How to …? 
(Big picture)
1/ Vision: clear value & understanding 
Problem  value 
Go & See  understanding 
Regular sharing 
 understanding 
 decision making 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 19
2/ Core features: what to do & decision making 
Feature 1 High 
Feature 2 High 
Feature 3 High 
------------------------- 
Feature 4 Middle 
Feature 5 Middle 
------------------------- 
Feature 6 Low 
Feature X Low 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 20
3/ Structure: organizing teams & technical 
decisions 
Feature 1 High 
Feature 2 High 
Feature 3 High 
------------------------- 
Feature 4 Middle 
Feature 5 Middle 
------------------------- 
Feature 6 Low 
Feature X Low 
Feature Team 1 
------------------- 
Story 1A 
Story 1B 
Story 1C 
Feature Team 2 
------------------- 
Story 2A 
Story 2B 
Story 2C 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 21
4/ Design: communication and feedback 
Team backlog 
----------------- 
Story 1A 
Story 1B 
Story 1C Team capacity 
Team velocity 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 22
5/ Time, info: roadmap, velocity, team capacity 
Feature 1 High 
Feature 2 High 
Feature 3 High 
------------------------- 
Feature 4 Middle 
Feature 5 Middle 
------------------------- 
Feature 6 Low 
Feature X Low 
Team capacity 
Team velocity 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 23
Takeaways 
 Solving customer needs  value 
 Daily decision making  based on vision 
 Go & see  understanding 
 Sharing & coaching  understanding 
 Value vs. Costs  waste reduction 
 Common goal  value, sharing, cooperation 
Feature 
Team 1 
--------- 
Story 1A 
Story 1B 
Story 1C 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 24
Thank you! 
• Email: jarek@differ.cz 
• Twitter: @JarekProchazka 
• LinkedIn: http://cz.linkedin.com/pub/jaroslav-procházka/4/5b1/6a6/ 
• Aguarra courses: http://www.aguarra.com/Trainings/Training-calendar? 
agselchan=true 
Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 25

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Don't bother me with product vision I'm just coding!

  • 1. Don‘t bother me with product vision! I am just doing my job! Jaroslav Procházka, Ph.D. Aguarra
  • 2. About me … • Agile, Lean, ITIL, soft skills • Start-ups / entrepreneurs • Value thinking and living • 14 years in IT • 10 years lectures/research • Books: • Operate IT differently. Grada (Czech) • Team Agile Testing • ITIL story • Lean IT in large: Stopping the negative Aguarra courses: • High performing teams • Agile&Lean S&M Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 2 spiral. Lulu Blogging: • www.agilia.cz/blog • www.HRkavarna.cz • en.differ.cz
  • 3. Poland: Highway parts not met Common goal? Source: idnes.cz Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 3
  • 4. Product development chronicle: Common goal? Customers willing to pay more Q1, Q2, Q3, Q4 2008 Q1, Q2, Q3, Q4 2009 Q1, Q2, Q3, Q4 2010 Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 4 Customer’s demand Developers’ layoffs Targeted utilization level Hiring new developers New developers available Developers ready to bring value Goals: • Industry: profit • Line: utilization • Country: headcount
  • 5. Growing technical debt (team says) RED NUMBERS 5 Complicated maintenance Overdue features Customer pushing on lower costs Short term thinking (YES to all reqs.) Hard to estimate feature delivery dates Push on new sales Overloaded team Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz
  • 6. The biggest waste in product development? Standish Group Chaos Reports Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 6
  • 7. Based on what you:  accept or decline new product features?  predict new feature delivery date (e.g. for marketing unit)  design product architecture?  make daily design decisions?  use incident solutions/workarounds?  decide whether to fix incident immediately or wait a bit and prolong the resolution time not to repeat it? Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 7
  • 8. 8
  • 9. Start with value! Do we solve the right problem?
  • 10. But we know what the value is! …. Really? It is great to be remotely in touch with my customers Only what I need is quality Internet connection But what makes me angry are these recurring outages … My job is to fix incidents OMG! Again an outage!!! #&*#$*#!!! Yeaaah, I delivered value! I fixed incident quickly I will kill them!!! Users will be happy … Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 10
  • 11. Start with the following questions: 1/ What is the problem we are trying to solve? 2/ Why is it important for you? Why you care? 3/ What is the (visible) value for the customer? ... and to succeed: 3/ Involve and enggage people 4/ Prototype and verify possible solutions 5/ Share this among the whole company!!! Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 11
  • 12. Product Vision artefacts Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 12
  • 13. Do it together with the teams Share it continuously Have it visible in team room Discuss and update it regularly Make decisions based on it Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 13
  • 14. Needs and values from real products Utility meters product: Need (of customer and its customers):  To gather data for energy invoicing  People don’t want to be at home to open flats and assist data gathering  Invoicing and payment processed to get the energies Value:  Remote automatic data gathering from meters  e-invoicing Web filter product Need:  Secure and efficient working environment  Saved costs for network capacity Value:  Wide enough bandwidth for working tasks by blocking not approved streaming and downloads  Virus and phishing avoidance Aguarra, s.r.o., Lisabonská 2394/4, 190 00 Praha 9, www.aguarra.cz 14
  • 15. Product owner dual role 1. Visionary and owner What should the product be like? Owning, creating, changing the vision Owning, prioritizing the backlog 2. Daily coach Sharing the vision among the product, support, maintenance and sales teams daily to support their daily decisions Aguarra, s.r.o., Lisabonská 2394/4, 190 00 Praha 9, www.aguarra.cz 15
  • 16.  Observe what customers do  Accompany sales on their way to customers  Listen what users say (not just the loud ones)  Mine what they really need out of these  Observe also market trends and predictions (IT support, new tech and approaches)  Observe employment trends (remote work, social net, generation Y habits)  Visit domain conferences  Share, share, share... within the company, among the management, sales, delivery teams, support teams Product Owner role regarding vision Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 16
  • 17. Go & See principle: Team in media domain Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 17
  • 18. How to …? (Big picture)
  • 19. 1/ Vision: clear value & understanding Problem  value Go & See  understanding Regular sharing  understanding  decision making Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 19
  • 20. 2/ Core features: what to do & decision making Feature 1 High Feature 2 High Feature 3 High ------------------------- Feature 4 Middle Feature 5 Middle ------------------------- Feature 6 Low Feature X Low Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 20
  • 21. 3/ Structure: organizing teams & technical decisions Feature 1 High Feature 2 High Feature 3 High ------------------------- Feature 4 Middle Feature 5 Middle ------------------------- Feature 6 Low Feature X Low Feature Team 1 ------------------- Story 1A Story 1B Story 1C Feature Team 2 ------------------- Story 2A Story 2B Story 2C Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 21
  • 22. 4/ Design: communication and feedback Team backlog ----------------- Story 1A Story 1B Story 1C Team capacity Team velocity Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 22
  • 23. 5/ Time, info: roadmap, velocity, team capacity Feature 1 High Feature 2 High Feature 3 High ------------------------- Feature 4 Middle Feature 5 Middle ------------------------- Feature 6 Low Feature X Low Team capacity Team velocity Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 23
  • 24. Takeaways  Solving customer needs  value  Daily decision making  based on vision  Go & see  understanding  Sharing & coaching  understanding  Value vs. Costs  waste reduction  Common goal  value, sharing, cooperation Feature Team 1 --------- Story 1A Story 1B Story 1C Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 24
  • 25. Thank you! • Email: jarek@differ.cz • Twitter: @JarekProchazka • LinkedIn: http://cz.linkedin.com/pub/jaroslav-procházka/4/5b1/6a6/ • Aguarra courses: http://www.aguarra.com/Trainings/Training-calendar? agselchan=true Aguarra, s.r.o., Plzeňská 157 / 98 Praha 5, www.aguarra.cz 25

Editor's Notes

  1. One product dev chronicle
  2. Typical issues we face daily in product development
  3. Never or rarely used features!!!
  4. Shift in thinking, different attitude and mindset Another example: telco network monitoring
  5. ITIL Business Case RUP Vision document A3 document
  6. Tools to identify the value, needs: Business Model Canvas Lean Canvas
  7. Why is this important? The story of one media team: Years delay, misunderstood requirements, unhappy team as well as customer and company Visit in media group – quite huge shift! Google your customer on SD
  8. Regular activity
  9. Regular activity, decision making on business level
  10. Regular activity
  11. Regular activity
  12. Regular activity
  13. http://www.aguarra.com/Trainings/Training-calendar?agselchan=true