Based on Scrum Body of Knowledge (SBOK v4)
VIJAY BANDARU WWW.LEARNOVATIVE.COM 2 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK AGENDA DAY 1 TOPICS DAY 2 TOPICS Forming Teams, Intro & WORKBOOK setup Product Discovery Product and Product Levels Agile Product planning Product Lifecycle Product Vision Minimum Viable Product Prioritization Techniques Project & Product Mindset Product Roadmap Agile Manifesto Values & Principles Product Backlog Scrum Framework overview Product Backlog Refinement Scrum Framework Elements User stories Scrum Values and Roles Release planning and Tracking Scrum Framework Flow Product increment Sprint, Scrum Artifacts & Definition of Done Release Planning and Tracking Simulation Product Owner Role Deep Dive Certification discussion Scrum Team Setup Wrap up Scrum Alliance CSPO Certification Levels
VIJAY BANDARU WWW.LEARNOVATIVE.COM 4 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Our working agreement
VIJAY BANDARU WWW.LEARNOVATIVE.COM 5 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Where do you stand as a Product Owner? There are few questions below. For each question, give your rating in the “Pre-Training Rating” column using the below weightage scores. After the training again give your rating for the same questions at the end of the training and check if the training has helped in getting a better score for those questions. [0 = None (you do not know), 1 = Low (You heard or read), 2 = Medium (You know the concept theory), 3 = High(You have practical experience)] Question description PreTraining Rating PostTraining Rating Are you aware of the difference between Project and Product mindset? Do you know Product Owner Rights and Responsibilities in a Product? Do you know Product definition and Product lifecycle stages? Do you know different levels of Product? Can you formulate an inspiring Vision for your Product? Do you know decision making techniques and use them effectively? Do you know the difference between outcome and output? Are you an effective communicator and listen for intent? Do you know what is MVP and types of MVPs? Do you know innovation types? Can you describe impact of lifecycle on product goals, pricing and strategy? Do you know how to achieve product – market fit? Do you know any KPIs to track performance of your Product? Do you know User research and market research techniques? Do you know how to create Product strategy? Do you know how to derive Sprint cost and how to use it for forecast? Can you clearly state the business benefits your product should provide? Do you know how to scale Product Owner Responsibilities? Do you know how to create a Product roadmap? Do you know how to create a release plan for your Product? Do you know how to make scope-time trade-off decisions? Do you know what is Persona and who are your Product’s Personas? Do you what is INVEST principle and create effective user stories using INVEST principle? Do you know different prioritization Techniques? Do you know different techniques to to Split large user stories into small? Do you know what is PBR and conduct regular backlog refinement? Are you clear with the difference between Product owner and Project manager? Do you know how to calculate Sprint Cost for your Project? Do you know how to create a Release Plan? Do you know the factors to consider whether or not to release your Product Increment? TOTAL WEIGHTAGE
VIJAY BANDARU WWW.LEARNOVATIVE.COM 6 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK What do you think about the below Organizations and their Products? Are all these Organizations and their Products successful or not? Why successful or not successful? (Timebox: 3 Min)
VIJAY BANDARU WWW.LEARNOVATIVE.COM 7 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Based on the discussion you had, list down the factors that help Organizations and their Product Owners to deliver successful Products that last long and loved by their customers: ✓ Products should be customer centric ✓ Products should be built to solve a problem or should fulfil a need ✓ Market segmentation is key in order to create successful Products ✓ Products must be useful and also usable ✓ Regular customer involvement during Product Development helps to receive early feedback ✓ Product development should leverage the latest technologies ✓ Products should have a clear vision and a strong strategy ✓ Product owner should be empowered to own the end to end Product development and to make decisions
VIJAY BANDARU WWW.LEARNOVATIVE.COM 8 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Few “Facts” about Product Owner - Product Owner’s primary focus is not the “PROCESS”, rather, he/she focuses on the PRODUCT - Product Owner is NOT responsible for SCRUM implementation - Product Owner should be able to multiply MONEY (VALUE) Big picture of Product Owner role BEYOND SCRUM - Strategic - External SCRUM - Tactical - Internal
VIJAY BANDARU WWW.LEARNOVATIVE.COM 9 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK What is Product? Jobs Activities Tasks PAINS GAINS NEEDS INTERESTS CONCERNS EXPECTATIONS SOLUTION PRODUCT APP SERVICE
VIJAY BANDARU WWW.LEARNOVATIVE.COM 10 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK A Product should solve a Particular PROBLEM or address a specific NEED GENERIC Product: Basic version of the Product that just fulfil the need EXPECTED Product: The Product that contains the features that users do expect AUGMENTED Product: The Product contains the features that are beyond expectations POTENTIAL Product: The Product contains the features that are not available yet but may be expected by users in the future GENERIC EXPECTED AUGMENTED POTENTIAL
VIJAY BANDARU WWW.LEARNOVATIVE.COM 11 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Activity: Go to the blank flipchart nearby your table as a team, chose a product from your experience as a team and identify all the levels of that product using the below format and for every level identify the features using post it notes. (10 Minutes) Have a Gallery walk in clock wise direction to see other table’s work (Spend about 1 Minute at every table)
VIJAY BANDARU WWW.LEARNOVATIVE.COM 12 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Product Lifecycle Idea Creation Introduction Growth Mature Retire
VIJAY BANDARU WWW.LEARNOVATIVE.COM 13 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Minimum Viable Product (MVP)
VIJAY BANDARU WWW.LEARNOVATIVE.COM 14 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK
VIJAY BANDARU WWW.LEARNOVATIVE.COM 15 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK MVP Patterns: Promotional MVP: Videos, UI Mock-ups, etc to get people talking about your Product Mining MVP: Surveys, POCs, etc that collects data about your potential market Landing Page MVP: Single page that explains the value of your Product Wizard of Oz MVP: Something looks complete from customer’s point, but behind the scene, humans are doing all the work MVP of Dropbox was just a Video! Drew Houston and his team created Dropbox, a cloud storage service that works seamlessly across devices. Dropbox was no doubt great, and it offered a better solution to file synchronization. But how could Dropbox stand out in a crowd of competitors who had already won the hearts of users? The Dropbox team knew that once users had tried their service, they wouldn’t give it up. But there was another problem: How could they demonstrate the working software? Drew had a brilliant idea. He released a three-minute video that demonstrated synchronization with Dropbox. It wasn’t a simple demo; it was full of in-jokes to appeal to early adopters. Drew says this “drove hundreds of thousands of people to the website. Our beta waiting list went from 5,000 people to 75,000 people literally overnight. It totally blew us away.” Airbnb Airbnb started off as a simple site launched by three founders who came up with the assumption that people wouldn’t be able to find a place to stay during the Industrial Design Society of America Conference in San Francisco in 2007. So they piled up all their beds in their small apartment and put up a simple ad about renting an air bed on a simple web page. Soon, they had three guests who wanted to share their apartment. Once they had proven that their idea wasn’t a waste of time and money, they started looking for how to redesign the platform. Today, Airbnb has 150 million users, 4 million listings, and is valued at $30 billion. It offers not only accommodation but provides users with lists of restaurants and events in destination cities along with feedback and ratings.
VIJAY BANDARU WWW.LEARNOVATIVE.COM 16 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK PROJECT Vs PRODUCT Activity: Understand Project Vs Product Below are the characteristics of Product and Project. Discuss at your Table and separate them into the below table. (3 Minutes) PROJECT PRODUCT TEMPORARY PERMANENT MADE FOR ONE CUSTOMER MADE FOR MARKET SEGMENTS ONE OFF DELIVERY CONTINUAL IMPROVEMENTS PREDICTIVE PLANNING ADAPTIVE PLANNING SHORT LIVED PROJECT TEAMS LONG LIVED FEATURE TEAMS PROJECT REQUIREMENTS EVOLVING CUSTOMER NEEDS
VIJAY BANDARU WWW.LEARNOVATIVE.COM 17 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK PROJECT VS PRODUCT MINDSET Activity: Map the below items to the PROJECT and PRODUCT Mindset Shifting from Project Mindset to Product Mindset is part of Agile Transformation Solution for this activity: Sequence numbers: 1, 3, 5, 7, 9, 11 are related to the Product Mindset Sequence numbers: 2, 4, 6, 8, 10, 12 are related to Project Mindset
VIJAY BANDARU WWW.LEARNOVATIVE.COM 18 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Different Ways of Product Development ANALYSYS DESIGN CODING TESTING UAT & DEPLOY Frequent releases to receive continuous feedback from customers
VIJAY BANDARU WWW.LEARNOVATIVE.COM 19 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK What is Agility? Frequent delivery helps you to receive early __________________ Consistent delivery helps you to increase ____________________ Iterative (repetitive) improves the _________ Incremental (add on to) improves the _________ Map these items to the above statements: Consistently, Product, Process, Change, Value, ROI (Return On Investment), Feedback, Unpredictability Why Agile? VALUE CONSISTENTLY UNPREDICTABILITY CHANGE FEEDBACK ROI PROCESS PRODUCT
VIJAY BANDARU WWW.LEARNOVATIVE.COM 20 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Agile Manifesto 4 Values We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value: Individuals & Interactions OVER Processes & tools Working software OVER Comprehensive documentation Customer collaboration OVER Contract negotiation Responding to change OVER Following a plan While there is value in the items on the Right side, we value the items on the LEFT MORE! While there is value in the items on the Right side, We value the items on the LEFT MORE !! OVER OVER OVER OVER
VIJAY BANDARU WWW.LEARNOVATIVE.COM 21 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK 12 Agile Principles 1. Our highest priority is to satisfy the customer through early and continuous delivery of valuable software 2. Welcome changing requirements, even late in development. Agile processes harness change for the customer’s competitive advantage 3. Deliver working software frequently, from a couple of weeks to a couple of months, with a preference to the shorter timescale 4. Business people and developers must work together daily throughout the project 5. Build projects around motivated individuals. Give them the environment and support they need, and trust them to get the job done 6. The most efficient and effective method of conveying information to and within a development team is face-to-face conversation 7. Working software is the primary measure of progress 8. Agile processes promote sustainable development. The sponsors, developers, and users should be able to maintain a constant pace indefinitely 9. Continuous attention to technical excellence and good design enhances agility 10. Simplicity--the art of maximizing the amount of work not done – is essential 11. The best architectures, requirements, and designs emerge from self-organizing teams 12. At regular intervals, the team reflects on how to become more effective, then tunes and adjusts its behavior accordingly
VIJAY BANDARU WWW.LEARNOVATIVE.COM 22 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Activity: For the below parameters, draw the Graph to represent how each parameter behaves over TIME for Waterfall based and Agile (Iterative & Incremental based) (5 Minutes) Graph lines legend: DOTTED line for waterfall and SOLID line for Agile Red line: Waterfall Green line: Agile
VIJAY BANDARU WWW.LEARNOVATIVE.COM 23 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Scrum Framework Overview Problem Domains Simple means “Known is more than ______________________” Complex means “_______________ is more than Known” Understand Scrum Framework using the below: ➢ Scrum is a FRAMEWORK to address COMPLEX adaptive problems ➢ Foundation for Scrum is EMPIRICISM ➢ Empiricism asserts that KNOWLEDGE comes from EXPERIENCE and the decisions are made based on what is known ➢ THREE legs of Empirical process are: Knowns Unknowns Unknown Unknowable unknown Unknown
VIJAY BANDARU WWW.LEARNOVATIVE.COM 24 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Scrum Framework Elements Map the below elements to the above diagram: Answers: 5 Values: Focus, Openness, Respect, Courage, Commitment 3 Roles: Product Owner, Scrum Master, Development Team 3 Artifacts: Product Backlog, Sprint Backlog, Product Increment 5 Events: Sprint, Sprint Planning, Daily Scrum, Sprint Review, Sprint Retrospective 1 Activity: Product Backlog Refinement
VIJAY BANDARU WWW.LEARNOVATIVE.COM 25 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Scrum Team Answers: MANAGEMENT: Macro Management (Product Owner), Micro Management (Dev Team), Process Management (Scrum Master) EXECUTION: Requirements Development (Product Owner), Software Development (Dev Team), People and Practices Development (Scrum Master)
VIJAY BANDARU WWW.LEARNOVATIVE.COM 26 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Scrum Framework Flow Activity: Complete the Scrum Framework based on the explanation that we had
VIJAY BANDARU WWW.LEARNOVATIVE.COM 27 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Sprint Sprint Cancellation Abnormal termination of the Sprint before Timebox expires is called “Sprint Cancellation” - Only Product Ower can take call on the Sprint Cancellation - Only reason for Sprint Cancellation is “When Sprint Goal is obsolete” - When Product Owner decides to cancel a Sprint, below things happen: o Review of the items (if there are any by that time of canellation) o Retrospective o Next Sprint Planning GOAL INCREMENT INCREMENTAL GAP ONE
VIJAY BANDARU WWW.LEARNOVATIVE.COM 28 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Product Owner Role In A Sprint Activities of Product Owner Respective part of Sprint • Represents the Stakeholders to Dev team • Explains/Presents the Backlog items to the Dev team • Collaborates with Dev team to formulate the Sprint Goal • Provides clarifications • Provide Trade-off inputs Sprint Planning • Provides his inputs to the Dev team on anything related to Process/Tools/Relationships and other areas • Takes feedback from the team on any improvements that Product owner has to work up on Sprint Retrospective • Product owner is responsible to lead this activity • Involves the Dev team to get their support PBR • Available to the Dev team on need basis • Provide clarifications • Verifies the items that are done and provide inputs • Approves the items that are done Development • Represents the Dev team to the Stakeholders • Explains what is done/not done • Works with stakeholders to get their feedback • Updates stakeholders on the forecast/Market conditions • Together with stakeholders and Dev & Scrum Master discusses that needs to be done next Sprint Sprint Review • Product owner is optional • If Dev team wants, then Product owner should attend • Purpose is to provide clarifications Daily Scrum
VIJAY BANDARU WWW.LEARNOVATIVE.COM 29 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Definition of Done ✓ Quality criteria checklist ✓ Helps Product Owner and Development team have a shared understanding on “Done” ✓ Created by Scrum team collaboratively ✓ Different for different products ✓ Created before the first Sprint ✓ If there are any organization level quality standards exist, they must be part of DoD ✓ Helps Development team in Sprint planning to forecast the work ✓ In multi-team environment, all teams should have a common Definition of Done ✓ Sprint retrospective is a formal opportunity for Scrum team to inspect and adapt ACCEPTANCE CRITERIA DEFINITION OF DONE Related to functionality Related to quality Owned by Product Owner Owned by Development Team Specific to each Product Backlot Item Common to entire backlog Can be created at any time before accepting into a Sprint Usually defined before the first Sprint
VIJAY BANDARU WWW.LEARNOVATIVE.COM 30 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Scrum Artifacts ✓ Artifacts help to enhance TRANSPARENCY ✓ They represent either WORK or VALUE ✓ Product Backlog and Sprint Backlog represent WORK ✓ Product Increment represents VALUE PRODUCT SPRINT INCREMENT
VIJAY BANDARU WWW.LEARNOVATIVE.COM 31 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Product Owner Role OUTCOME DEV TEAM STAKEHOLDERS NOT EFFECTIVE REPRESENTS PRODUCT RESPONSIBLE PRODUCT VISION PRODUCT BACKLOG BUDGET DECISION DOMAIN CUSTOMER’S TRACKS
VIJAY BANDARU WWW.LEARNOVATIVE.COM 32 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Product Owner Rights ✓ Independent authority on Product Backlog (especially ordering and content) ✓ Decides when to release the Product increment ✓ “WHAT” part of the Product ✓ Sprint cancellation Product Owner Responsibilities: ➢ SINGLE person, not a COMMITTEE ➢ Maximize the business value and the work of the Development team ➢ Owns the Product VISION (represents WHY we build product and WHAT the desired end state is) ➢ Manages Product BACKLOG (Content, Availability & Order) ➢ Clearly expresses the Product Backlog items ➢ Ensure the Product backlog is visible and accessible to all ➢ Ensures Return on investment ➢ Works closely with Development team and Stakeholders ➢ Represents the customer/Business ➢ Tracks overall product Progress ➢ Reviews product backlog items and provide feedback/acceptance to Development team ➢ Provides clarifications to the Development team ➢ Leads Product Backlog Refinement
VIJAY BANDARU WWW.LEARNOVATIVE.COM 33 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Product Ownership
VIJAY BANDARU WWW.LEARNOVATIVE.COM 34 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK 4 Ws of the Product Owner: WHO WHAT WHY WHEN Identify Product Owner activities with the INTERNAL (Team) and EXTEERNAL (Beyond Team): (5 Min) INTERNAL EXTERNAL - Clearly explaining the requirements - Makes sure Vision is clear - Product backlog refinement - Participates in Scrum Events - Sprint cancellation - Review the items done by Development team - …. What about HOW then? DEV TEAM is responsible for the HOW part of the Product - Collect Requirements - Resolve conflicts - Status updates - Vendor management - Market research - Management interactions - …..
VIJAY BANDARU WWW.LEARNOVATIVE.COM 35 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Product Owner Key Characteristics Discussion: Discuss the below questions at your table? ➢ Should Product owner be technical or not? Ans: Not necessary, he/she should focus on “What” part ➢ Why Product Owner should be innovative and how s/he can be innovative? Ans: To make sure product will have longer span and generates more revenue through new features. Market/User research, competitor product analysis will help Product Owner to be innovative. ➢ What level of Domain knowledge should the Product Owner have? Ans: As much as he/she can answer queries of Development team or to direct them to right stakeholders. ➢ What happens if the Product Owner is not available? Ans: Delays, communication gaps and finally product may not meet expectations DOMAIN KNOWLEDGE ACCOUNTABILITY COMMUNICATION AVAILABILITY EMPOWERMENT INNOVATIVE
VIJAY BANDARU WWW.LEARNOVATIVE.COM 36 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Scrum Team Setup Single Team setup More than one Team setup Scaled Team setup
VIJAY BANDARU WWW.LEARNOVATIVE.COM 37 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Product Discovery Do you know the Top 10 reasons for start-ups to fail?
VIJAY BANDARU WWW.LEARNOVATIVE.COM 38 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Product Discovery is the process that helps the Product Owner to identify ideas to build Products that are USEFUL and also USABLE What is the difference between a User and Customer? User: Who users the Product without paying Customer: Who uses the Product by paying How do you empathize with Users as a Product owner? “User Research” is one of the powerful ways to understand use behaviors, their needs, pains and gains through some observations techniques. Key to user research is “Empathy”. Empathy is to understand user’s needs, desires, and wants from their point of view. User Research for a new Product is different from User Research for an existing product. For a new product (0 → 1 Stage), User Research is done to validate product ideas and hypotheses. For an existing product (1 → n Stage), User Research is done to get feedback on features of the product. User research helps in: ✓ Validate assumptions and hypothesis ✓ Get qualitative data about user needs/desires/behaviors ✓ Understand how users will interact and use your product ✓ Promotes iterative approach to refine your product ✓ Gives in depth understanding and clarity on what works and what does not work in your Product
VIJAY BANDARU WWW.LEARNOVATIVE.COM 39 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK User Research helps improving the Design: Steps to conduct User Research:
VIJAY BANDARU WWW.LEARNOVATIVE.COM 40 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Common methods to conduct the User Research: Description of the User Research Method A/B Testing: This is a quantitative method in which you can create two versions of a product or feature, and evaluate which one works better with the users Contextual Inquiry: Users are observed performing tasks in their original habitat to gather information about the context of use of the product Focus Group: Moderated discussion with a group of users, allow you to learn about user attitudes, ideas, and desires Heatmap: This method allows eye and gesture-tracking to figure out which parts of your website or app drive the most engagement Interview: These are one-on-one discussions with individual users to gather qualitative data about their pain points and motivations Prototype: Allows the design team to explore ideas before implementing them by creating a mock-up of the site. A prototype can range from a paper mock-up to interactive html pages Survey: Consists of a questionnaire with questions and structured responses, and comes in handy when you need to quantify qualitative information from users. User Feedback: You can ask users to give their opinions on the product — their likes and dislikes, and if they would recommend the product to others
VIJAY BANDARU WWW.LEARNOVATIVE.COM 41 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK How to select suitable User Research method? Each User Research method has its own advantages and drawbacks, and it’s important to understand which method to use depending on your product, your users, and the kind of information you want to gather — information on what users think or what they do. If you want to understand what users say or think, surveys, interviews and focus groups can help you gauge their beliefs and attitudes. If, on the other hand, you want to focus on what users do or how they use your product, methods like A/B testing and heatmaps are more suitable. Interviews are suitable for gathering qualitative data, whereas surveys are handier for collecting quantitative data. Examples of how the product design has changed based on user research Select most appropriate User Research Technique for the below examples Example scenario description Suitable User Research Method Your users are scattered across different locations and you do not have time to meet everyone in person. But you need to understand their needs. Survey Your product is already into market and your users are using it. You want to identify which features have issues with usability or performance issues based on the information your received from your customer support team. Heatmap You have a new feature in your Product which has a complex navigation and it is also longer. So how do you get inputs from users before implementing the feature to make sure the navigation is correct? Prototype You are planning your next major release planning. For that you would like to get critical information from the users who are already using the current version of your Product. How do you collect the feedback in this scenario? Focus group One of the critical stakeholders has a language problem hence she cannot explain you the requirement of the Product you are building. However she is very critical stakeholder so how do you empathize with this Stakeholder? Contextual Inquiry You are a Product Owner for one of your company’s internal Product and almost all your company employees will use this new Product. All your employees are collocated so what is the best approach to collect the inputs? Interview
VIJAY BANDARU WWW.LEARNOVATIVE.COM 42 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Persona ✓ Fictional character who interacts with the Product/Service/Result ✓ Useful in considering the goals, desires, concerns ✓ Helps to identify the features based on different Personas ✓ Helps in: o Coming up with better user experience o Prevent some common design pitfalls o Avoid “self-referential” designs ✓ Persona is key in building products that are close to customers’ needs How to capture the Persona details? Use Persona Canvas suggested by Roman Pichler. Explore this approach to get more information. Example Persona Canvas: Let us take a problem statement and come up with a Product Discuss as a team and come up with a Problem statement or a need for a segment of users. Identify all possible Personas in the below table who are associated with that Problem or need.
VIJAY BANDARU WWW.LEARNOVATIVE.COM 43 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Value Proposition Canvas The Value Proposition Canvas is a tool which can help ensure that a product or service is positioned around what the customer values and needs. The Value Proposition Canvas was initially developed by Dr Alexander Osterwalder as a framework to ensure that there is a fit between the product and market. It is a detailed look at the relationship between two parts of the Osterwalder’s broader Business Model Canvas; customer segments and value propositions. The Value Proposition Canvas can be used when there is need to refine an existing product or service offering or where a new offering is being developed from scratch. The Value Proposition Canvas is formed around two building blocks – customer profile and a company’s value proposition. Customer Profile • Customer jobs – the functional, social and emotional tasks customers are trying to perform, problems they are trying to solve and needs they wish to satisfy. • Gains – the benefits which the customer expects and needs, what would delight customers and the things which may increase likelihood of adopting a value proposition. • Pains – the negative experiences, emotions and risks that the customer experiences in the process of getting the job done. A customer profile should be created for each customer segment, as each segment has distinct gains, pains and jobs. Value Map • Products and services – the products and services which create gain and relieve pain, and which underpin the creation of value for the customer. • Gain creators – how the product or service creates customer gains and how it offers added value to the customer. • Pain relievers – a description of exactly how the product or service alleviates customer pains. Achieving fit between the value proposition and customer profile After listing gain creators, pain relievers and products and services, each point identified can be ranked from nice to have to essential in terms of value to the customer. A fit is achieved when the products and services offered as part of the value proposition address the most significant pains and gains from the customer profile. Identifying the value proposition on paper is only the first stage. It is then necessary to validate what is important to customers and get their feedback on the value proposition. These insights can then be used to go back and continually refine the proposition.
VIJAY BANDARU WWW.LEARNOVATIVE.COM 44 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK
VIJAY BANDARU WWW.LEARNOVATIVE.COM 45 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Example: Value Proposition Canvas for “A Taxi Smartphone”. Create Value Proposition Canvas for your Product Timebox: 12 Minutes
VIJAY BANDARU WWW.LEARNOVATIVE.COM 46 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Agile Product Planning (The Big Picture) Planning is everything, Plans are nothing! VISION ROADMAP RELEASE SPRINT DAILY
VIJAY BANDARU WWW.LEARNOVATIVE.COM 47 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK From the above planning levels, discuss and fill the following: Planning Level Part of Scrum? How to represent? Who creates Review Frequency Vision No Elevator Statement Vision Poster Press Release One Pager Product Owner (Either creates or co-creates) Yearly once Roadmap No Roadmap contains 2 to 3 Releases Product Owner Twice an year Release No Release Plan Product Owner with the help of Team(s) Quarterly Sprint Yes Sprint Goal & Sprint Backlog Scrum Team As per Sprint duration (1 – 4 weeks) Daily Yes Sprint Backlog Development Team Daily
VIJAY BANDARU WWW.LEARNOVATIVE.COM 48 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Product Vision VISION IS THE ART OF SEEING THINGS INVISIBLE - Jonathan Swift Product Vision helps you to “BEGIN with the END in the mind” Product Vision indicates two factors. Why the Product is being Built and What is the desired end state Vision covers the following: • Who will buy your product? • Who is target Market? • What Problem/need the Product will address? • What are the critical Success factors? • What are unique differentiating factors?
VIJAY BANDARU WWW.LEARNOVATIVE.COM 49 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK A Good Product Vision should be: BIG INSPIRING CONCISE SHARED Most popular Vision Statements: Amazon: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online. Nike: Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete. IKEA: To create a better everyday life for the many people. Google: To organize the world’s information and make it universally accessible and useful. Loreal: To provide the best in cosmetics innovation to women and men around the world with respect for their diversity. Microsoft: To help people and businesses throughout the world realize their full potential. Product Vision can be created using following techniques: ➢ Elevator Statement ➢ Product Vision Box/Poster ➢ One Pager ➢ Press Release
VIJAY BANDARU WWW.LEARNOVATIVE.COM 50 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Advantages of Powerful Product Vision: • Vision provides direction and helps the organization prepare for the future. • Vision provides guidance for decision-making. • Vision can help to decide what you will and what you will not do. • Vision helps set priorities and guides planning. • Vision aligns people and activities across the organization. • Vision provides purpose and a source of inspiration. • Vision empowers people and helps focus their efforts. Elevator Statement Example Elevator Statement: FOR < Those are into Product Management > WHO < Wants to manage their Products better > THE < CSPO > IS A < Scrum Alliance Certification > THAT < makes you standing out of the crowd > UNLIKE < Traditional Project Management Certifications > OUR PRODUCT < Creates value for your money and shapes your Career to become great Product Owners >
VIJAY BANDARU WWW.LEARNOVATIVE.COM 51 CERTIFIED SCRUM PRODUCT OWNER (CSPO) WORKBOOK Product Vision Box/Poster The goal of PRODUCT VISION BOX/POSTER is to clarify the vision in detail so that everyone will get clear understanding. This is to identify the Name with Logo and a tag line, outcomes of the Product, most exciting product features, and key additional information. Be sure to adorn the Poster with the key slogans, images, text and colors that would entice your customers to “buy” this product. Keep the following questions in mind when you create your Product Vision Box: • Who? is the target customer for your product? • What? does the product aim to achieve? How does it make user’s life easier or better? • When? is the product expected to be delivered? • Where? will the product be used? In which specific circumstances? • Why? should users use this product instead of similar solutions to the problem? Below is an example of Product Vision Poster for a reference. Activity: Create your Product Vision using above two approaches (15 Minutes)