Agile Product Management Workday Media Cloud · Development in San Francisco CA, Boulder CO, Dublin...

Agile Product Management: The Workday Media Cloud ApproachDerek Harnanansingh, Director Product Management

Agile Product Management: The Workday Media Cloud ApproachDerek Harnanansingh, Director Product Management

Workday Media Cloud

Derek HarnanansinghDirector, Product Management

© 2019 Workday. All Rights Reserved

2007: Information Technology - York University

2007: Started a company to help kickstart university healthcare

projects

Implementing Nursing Best Practice Guidelines into PDAs - Preliminary

Results and Lessons Learned, Journal on Information Technology in

Healthcare, 6(1), 33-41

2008: Statistical consulting projects in psychology

The Milestones Project: A database for the history of data visualization.

In M. A. Kimball & C. Kostelnick (Eds.), Visible Numbers. Ashgate Pub

2011: Engineering & Product Management at MediaCore, an

early stage startup in Victoria

2015: MediaCore joins Workday!

2015+: Building the product portfolio & product teams at Workday

About Me

pacificphoto© 2019 Workday. All Rights Reserved

http://instagram.com/pacificphoto


Workday

Leading provider of enterprise cloud applications

Financial Management, Human Capital Management, Planning and Analytics

Designed for the world’s largest organizations

Approximately 14,000 employees worldwide

More than 2600 customers and over 37 million workers

50% of the Fortune 50 have selected Workday

40% of the Fortune 500 have selected Workday

Headquartered in Pleasanton, California

Development in San Francisco CA, Boulder CO, Dublin Ireland, Victoria and Vancouver BC

*Public data as Feb 19, 2019

Media Cloud is a powerful media platform that helps customers create

and deliver engaging media experiences across the Workday suite

Workday Media Cloud

Content Cloud

Video Intelligence

Media Platform

VideoInteractions


Rewind

2013© 2019 Workday. All Rights Reserved

Workday Confidential© 2019 Workday, Inc. All rights reserved.© 2019 Workday. All Rights Reserved


Moving Very Fast!

Cross Functional

Agile & Scrum

Two Product Teams

One Product


Workday Confidential© 2019 Workday, Inc. All rights reserved.

Startup Product Management

CEO

Strategy + Architecture

Product Manager/

Owner

Scrum Master

Dev Team

Overview

● Strategy (CEO)

● Architecture (CTO)

● Product Manager/Product Owner

● Roadmaps as features/solutions

● Features prioritized by gaps in the

market & customer requests

● Continuous delivery & deployment

● Shippable increment every six weeks

Roadmap (Features)© 2019 Workday. All Rights Reserved


ORGANIZED CHAOS


What Did We Learn?

● Sufficient for CEO to drive strategy and vision

● Small teams easily rally behind the CEO vision

● Teams are able to move quickly with few

constraints

● Easy to reach out and talk to customers and their

end users

● Easy to be design-led and have tight control over

the user experience

● We didn’t know what we didn’t know...


2015


2015

OVERNIGHT

5800

2015

22

© 2019 Workday. All Rights Reserved *Rough numbers to illustrate a point

Ready Set Go!

1 year to launch anew product!

2015 2016



Familiar is !



Overview

● Strategy (VP, Leadership)

● Architecture (Principal Eng)

● Product Manager/Product Owner

● Roadmaps as features/solutions

● Features prioritized by gaps in the

market & customer requests


● Shippable increment every quarter

Enterprise Product Management

VP

Strategy + Architecture

Product Manager/

Owner

Scrum Master

Dev Team

Roadmap (Features)© 2019 Workday. All Rights Reserved

New Product Launched!2016



What Did We Learn?(no pun intended)


A PM Has to Do Many ThingsToo

^

Product Manager


● Apply strategy, customer needs and

dev resources to define release roadmaps

● Determine priority of which feature

is coming up next

● Ensure all ideas are within bounds of

tech feasibility● Determine appropriate eng tradeoffs● Manage user stories

● Competitive analysis● Identify market and customer needs● Determine Product Market Fit● Collaborate with executive

stakeholders

● Define product vision and strategy● Define problem / market space,

script, conduct interviews,

synthesize, etc.

● Leverage technical innovation● Work with dev to estimate● Create Roadmap artifact

● Work with design team to ideate, test and refine features

● Determine most valuable customers & users to leverage

● Manage feature release process● Prepare marketing, sales, and

support for GTM

● Communicate changes● Manage issues raised by support

and resolve with engineering

There Are a Lot of Stakeholders

Product Manager


Strategy

Analysts Sales

Marketing

Dependent TeamsCustomers

ArchitectureEngineeringDesign

Quality & Test

Services

Customer Success

Support PMODoc

Enterprise Stakeholder Management is Hard

Dilbert by Scott Adams, Thursday July 01, 2010

https://dilbert.com/strip/2010-07-01


Enterprise Releases Are Complicated


Development Complete

Knowledge Transfers

PreviewRelease

ProdRelease

ProdRelease

Roadmap Planned

Translations What’s New Videos

Release Plan Lock

Dev Checkpoint

Admin Guide

Mid Release Review

Dev Checkpoint Webinars Mobile

Release

2015

9000

2017

60Media Cloud



When we talk about scaling a business, we’re not just talking

about growing it.

We’re talking about improving its ability to handle growth

Blitzscaling: The Lightning-Fast Path to Building Massively Valuable Companies, Reid Hoffman


The Innovation S-Curve

IMPROVE

PIVOT

GROWTH

GR

OW

TH

TIME

© 2019 Workday. All Rights Reserved Adapted from Technology Life Cycle, Retrieved May 1, 2019, from https://en.wikipedia.org/wiki/Technology_life_cycle#S-curve

https://en.wikipedia.org/wiki/Technology_life_cycle


A flexible approach for strategically driving the continuous discovery and delivery, market launch, and support of our products

We Knew What We Needed


Adapted from What is Product Management, Max Rehkopf, Atlassian

https://www.atlassian.com/agile/product-management

A PM Has to Do Many ThingsToo

^


Product Manager




is coming up next




stakeholders



synthesize, etc.





support for GTM






is coming up next




stakeholders



synthesize, etc.





support for GTM



A PM Has to Do Many Things

Product Manager

Strategy

Discovery

Delivery

Adoption

Too^


Divide and Conquer: Inbound & Outbound PM

Inbound

Product

Manager

Outbound

Product

Manager

Strategy Discovery Delivery Adoption

Outbound/Inbound: Who Does What?

InboundProduct Manager

OutboundProduct Manager




PAIR

Activities are more convergent Activities are more divergent

One Point of Contact for Each Stakeholder

Strategy

Analysts Sales

Marketing

Dependent TeamsCustomers

ArchitectureEngineeringDesign

Quality & Test

Services

Customer Success

Support PMODoc




PAIR

Outbound/Inbound: Who Does What?

Continuous Discovery & Delivery


Strategy Discovery Delivery Adoption





PAIR


Continuous Discovery

Design Thinking; Silver Bullet or White Whale. Martin Jenkins, Dec 17, 2017

[RE] FRAMED PROBLEM

?


https://medium.com/from-the-exosphere/design-thinking-silver-bullet-or-white-whale-89b679db377d


Continuous Discovery - Opportunity & Solutions

1. Define a clear desired outcome

Desired Outcome

Opportunity Opportunity Opportunity

Solution Solution

Experiment Experiment

2. Discover opportunities to drive that desired outcome

3. Discover solutions that deliver on those opportunities

The Best Continuous Discovery Teams Cultivate These Mindsets, Teresa Torres, October 10, 2018


https://www.producttalk.org/2018/10/continuous-discovery-mindsets/


Roadmap as Themes


Now Next Later

theme

solution

Need, need, need, need, need, need, need, need, need

solution

theme

solution


solution

theme

solution


solution

theme

solution


solution

theme

solution


solution

theme

solution


solution

Problem(Outcome)

Theme(Opportunity)

Solution

Product roadmaps relaunched. Lombardo, C. T., McCarthy, B., Ryan, E., & Connors, M. (2018)© 2019 Workday. All Rights Reserved

https://www.goroadmaps.com/


Continuous Delivery

Now Next Later


Cont

inuo

us

PreviousSprint

Next Sprint

current sprint (2 weeks)

backlog refinement feedback & estimation

dailyplanning review

retro

release

Del

iver

yOutbound

PM

Scrum Master

Dev Team

InboundPM



Overview

● Top-down strategy (VP, Leadership)

● Architecture by teams

● Inbound & Outbound Product Manager

● Continuous discovery

● Bottom-up strategy (team + customers)

● Roadmaps as themes (problem space)


● Shippable increment every sprint

Enterprise Product Management - Evolved

Now Next Later

Roadmap

Scrum Master

Dev Team

Outbound Product Manager

Inbound Product Manager

VP

Strategy



What Did We Learn?

● Managing outcomes before outputs was the right order

of operations (i.e. problem before solution)

● Understanding customer needs drove better agile

decision-making

● Our teams gained more empathy for our end users

● Teams were empowered to make their own decisions

and manage their own destiny

● Stakeholders now had one point of contact for our teams

● This process could be repeated at scale


2015

14,000

2019

120Media Cloud



The last piece:

A repeatable and scalableproduct strategy framework



Product Strategy Thus Far...

! Mainly “top-down”

! Mainly “solution-based”

! Should have more input from teams,

customers and other stakeholders

! Not always aligned to architectural needs

! Didn’t embrace uncertainty

! Not repeatable



Now Next Later

theme

solution


solution

theme

solution


solution

theme

solution


solution

theme

solution

Need, need, need, need, need,

need, need, need, need

solution

theme

solution



solution

theme

solution



solution

Symptom: Later Was Almost Always “Unknown”



It’s about imagining the future of your product:

● What product will it become?● Who will it benefit?● How will it create value?

It’s a system of achievable goals and vision that aligns your team around desirable outcomes for both the business and your customers

It’s a high-level plan that helps you realize your vision or overarching goal, taking into account business goals, market and needs, key differentiators

What Is Product Strategy?



Product Strategy Framework

idea uncertainty / patterns / insights

research concept model

validation / clarity roadmaps / themesprioritization

capabilities

Now Next Later

dev/ops



Overview

● Top-down and bottom-up strategy

(leadership, stakeholders, customers,

end users and teams)

● Inbound & Outbound Product Manager

● Architecture by teams

● Roadmaps as problem/themes

● Continuous discovery


● Shippable increment every sprint

Enterprise Strategy & Product Management

Now Next Later

Roadmap

Scrum Master

Dev Team

Outbound Product Manager

Inbound Product Manager

Strategy


®

That Brings Us to Today


Four Key Takeaways "



1. Importance of Inbound and Outbound PM

● The role of product management is broad

● Splitting work between inbound and

outbound helps to divide and conquer the key phases

● Customer discovery is best done

by pairing inbound and outbound

● Both roles have a unique contextthat should inform the product’s

direction

● This leads to better products, happier customers, teams and other stakeholders





2. Importance of Continuous Discovery/Delivery

Desired Outcome

Opportunity Opportunity Opportunity

Solution Solution

Experiment Experiment

● Allows us to embrace learning as part of a

product development process

● Emphasizes weekly touch points with

customers and end users

● Asks us to start with outcomes first, then look for opportunities and solutions

● Encourages experiments that allow us to learn

(and fail or succeed) quickly

● Enables us to incrementally ship as often as

possible


The Best Continuous Discovery Teams Cultivate These Mindsets, 2018

Design Thinking; Silver Bullet or White Whale. Dec 17, 2017

https://www.producttalk.org/2018/10/continuous-discovery-mindsets/

https://medium.com/from-the-exosphere/design-thinking-silver-bullet-or-white-whale-89b679db377d


3. Importance of Roadmaps as Themes (Not Features)

Now Next Later

Need, need, need, need, need, need,

need, need, need


need, need, need


need, need, need


need, need, need


need, need, need


need, need, need

● Focus on the outcomes, not outputs

● Put our organization’s plans in a strategic context

● Focus on delivering value to customers

● Don’t make promises product teams aren’t

confident they can deliver

● Eliminate time-consuming activities like up-

front design and estimation

● Separate from a project or release plan

Need or Problem

Theme

Solution

© 2019 Workday. All Rights Reserved Product roadmaps relaunched. Lombardo, C. T., McCarthy, B., Ryan, E., & Connors, M. (2018)

https://www.goroadmaps.com/


4. Importance of a Product Strategy Framework

● Product strategy is a system of

achievable goals and visionsthat work together to align the team around desirable outcomes

● It takes into account business goals, market, needs, and key differentiators

● It is a high-level plan that helps

realize your vision

● Product strategy accounts for

uncertainty or change

● It should be both top down and bottom up

● It is collaborative and includes

customers, teams, and other

stakeholders

● It should embrace

experimentation

© 2019 Workday. All Rights Reserved What is Good Product Strategy, Melissa Perri, July 14, 2016

https://melissaperri.com/blog/2016/07/14/what-is-good-product-strategy

Built for the future.

Q&A

®

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