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Customer Discovery with Kanban Roman Pichler @romanpichler romanpichler.com Lean Kanban Central Europe 2011
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Page 1: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

Customer  Discovery  with  Kanban  

Roman  Pichler  @romanpichler  

romanpichler.com  

Lean  Kanban  Central  Europe  2011  

Page 2: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

The  Fuzzy  Frontend  

©  2011  Pichler  ConsulEng  Limited   2  

Why  should  we  develop  the  

product?  

Where  does  the  backlog  come  from?  

Shippable  Product  

Product  Backlog  

Sprints  

Who  are  the  customers  and    

users?  

Page 3: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   3  

PiNall  No.  1  

Page 4: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

Analysis  

Design  

Coding  

IntegraEon  

Old  School  InnovaEon  

Scoping  Build  

Business  Case  

Develop-­‐  ment  

TesEng  and  

ValidaEon  Launch  

©  2011  Pichler  ConsulEng  Limited   4  

Based  on:  Robert  G.  Cooper’s  Winning  at  New  Product,.  3rd  ed.  

Page 5: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

“Sprints”  

Scrumfall  InnovaEon  

Scoping  Build  

Business  Case  

Develop-­‐  ment  

TesEng  and  

ValidaEon  Launch  

©  2011  Pichler  ConsulEng  Limited   5  

Limited  learning  

Frozen  requirements  

Page 6: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

PiNall  No.  2  

Page 7: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   7  

Back  to  the  Drawing  Board  

Shippable  Product  

Product  Idea  /  Vision  

Page 8: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)
Page 9: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   9  

Agile  InnovaEon  

Shippable  Product  Product  

Backlog  

Product  Idea  /  IniEal  Vision  

Probe  and  learn  

Page 10: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

The  Customer-­‐Problem-­‐  SoluEon-­‐Value  Hypothesis  

CPSV  Hypothesis  

Target  Group  

Needs  

SoluEon  

Target  customers  Target  users  

The  needs  to  be  addressed  The  problem  to  be  solved  

The  3-­‐5  top  features  The  high-­‐level  product  or  user  interface  design  The  key  architecture  principles  and  technologies  

©  2011  Pichler  ConsulEng  Limited   10  

Must  be    shared  

Based  on  Steven  Blank’s  Four  Steps  to  the  Epiphany  

Value  The  benefits  the  product  should  provide  to  the  company  

Page 11: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

Formulate  your    CPSV  hypothesis  

Product  Backlog  

©  2011  Pichler  ConsulEng  Limited   11  

OpEon  #1  

Product  Idea  /  IniEal  Vision  

Page 12: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

Validate  your  hypothesis  

Evaluate  the  feedback  

Act  

Product  Backlog  

©  2011  Pichler  ConsulEng  Limited   12  

OpEon  #2  

Product  Idea  /  IniEal  Vision  

Formulate  your  CPSV  hypothesis  

stop   adapt  

move  on  Inspired  by  Eric  Ries’  The  Lean  Startup  

Page 13: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

Which  One  is  Right?  

•  Balance  the  uncertainty  present  with  the  cost  of  acquiring  the  relevant  knowledge  and  the  investment  risk  you  are  willing  to  take  

•  As  a  rule  of  thumb,  the  more  innovaEve  and  the  more  complex  a  product  is  the  more  prep  work  tends  to  be  required  

•  Uncertain  and  complex  products  benefit  from  organised  experimentaEon  and  should  use  opEon  #2  

13  ©  2011  Pichler  ConsulEng  Limited  

Page 14: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   14  

InnovaEon  Requires  CollaboraEon  

Shippable  Product  

Product  Idea  

Customer  

User  

Marketer  

Sales  Rep  

Service  Rep  

Product  Owner   Development  Team  

Page 15: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

Why  Kanban?  

•  When  more  upfront  work  is  required,  it  is  beneficial  to  manage  and  to  visualise  the  work  

•  Carrying  out  experiments  can  require  fast  iteraEons  of  varying  lengths  

•  Different  people  may  collaborate  at  different  points  in  Eme  

©  2011  Pichler  ConsulEng  Limited   15  

Page 16: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   16  

The  Product  Vision  Board  

Target  group   SoluEon  Needs   Value  

Vision  Statement  

Which  market  segment  does  the  product  address?  Who  are  its  target  customers  and  users?    

Which  needs  does  the  product  fulfil  and  how  does  it  create  value  for  its  customers  and  users?  Which  emoEons  does  it  evoke?  

What  are  the  three  to  five  top  features  that  are  crucial  for  the  success  of  the  product?  What  will  the  product  roughly  look  like?  What  are  its  unique  selling  points?  What  are  its  key  architecture  principles  and  technologies?  

How  is  the  product  going  to  benefit  the  company?  What  are  its  revenue  sources?  What  is  its  target  price?  Which  sales  channels  will  be  used?    

Phrase  or  sentence  to  concisely  express  the  vision  

Page 17: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   17  

Tiny  Kanban  and  the  Vision  Board    Vision  Statement  

Target  group   SoluEon   Value  

To  do   In  progress  

Tasks  

Artefacts  

Needs  

Page 18: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   18  

IteraEon  #1  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Write!scenarios!

Create!initial!

business!model!

Determine!key !

features!

Create!personas!

Evaluate !feedback!

Create!UI sketch!

Conduct!focus !group!

3!

Page 19: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   19  

IteraEon  #1  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Write!scenarios!

Create!personas!

Create!initial!

business!model!

Determine!key !

features!

Evaluate !feedback!

Create!UI sketch!

Conduct!focus !group!

3!

Page 20: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   20  

IteraEon  #1  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Write!scenarios!

Create!initial!

business!model!

Determine!key !

features!

Evaluate !feedback!

Create!UI sketch!

Conduct!focus !group!

3!

Page 21: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   21  

IteraEon  #1  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2  

Scenario  3  

Create!initial!

business!model!

Determine!key !

features!

Evaluate !feedback!

Create!UI sketch!

Conduct!focus !group!

3!

Page 22: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   22  

IteraEon  #1  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Select key !features!

Create!UI sketch!

Scenario  1  

Scenario  2  

Scenario  3  

Create!initial!

business!model!

Evaluate !feedback!

Conduct!focus !group!

3!

Page 23: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   23  

IteraEon  #1  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Create!UI sketch!

Scenario  1  

Scenario  2  

Scenario  3  

Feature  #1  Feature  #2  Feature  #3  

Create!initial!

business!model!

Evaluate !feedback!

Conduct!focus !group!

3!

Page 24: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   24  

IteraEon  #1  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2  

Scenario  3  

Feature  #1  Feature  #2  Feature  #3  

Create!initial!

business!model!

Evaluate !feedback!

Conduct!focus !group!

3!

Page 25: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   25  

IteraEon  #1  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Conduct!focus !group!

Evaluate !feedback!

Scenario  1  

Scenario  2  

Scenario  3  

Feature  #1  Feature  #2  Feature  #3  

Create!initial!

business!model!

3!

Page 26: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   26  

IteraEon  #1  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Evaluate !feedback!

Scenario  1  

Scenario  2  

Scenario  3  

Feature  #1  Feature  #2  Feature  #3  

Create!initial!

business!model!

3!

Page 27: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   27  

IteraEon  #1  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2  

Scenario  3  

Feature  #1  Feature  #2  Feature  #3  

Create!initial!

business!model!

Iterate  or  stop!  

3!

Page 28: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   28  

IteraEon  #2  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2  

Scenario  3  

Feature  #1  Feature  #2  Feature  #3  

Build!prototype!

Adjust key !features!

Create!UI sketch!

Release!prototype!

Create!initial!

business!model!

Update!scenarios!

Perform!competitor!analysis!

Observe!target !users!

Evaluate !data!

Select !arch.!

principles!

3!

Page 29: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   29  

IteraEon  #2  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2  

Scenario  3  

Feature  #1  Feature  #2  Feature  #3  

Build!prototype!

Adjust key !features!

Create!UI sketch!

Release!prototype!

Create!initial!

business!model!

Update!scenarios!

Perform!competitor!analysis!

Observe!target !users!

Evaluate !data!

Select !arch.!

principles!

3!

Page 30: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   30  

IteraEon  #2  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2a  

Scenario  3a  

Feature  #1  Feature  #2  Feature  #3  

Build!prototype! Adjust key !

features!Create!

UI sketch!Release!

prototype!Create!initial!

business!model!

Evaluate !data!

Select !arch.!

principles!

3!

Page 31: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   31  

IteraEon  #2  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2a  

Scenario  3a  

Feature  #1  Feature  #2.1  Feature  #3.1  

Build!prototype!

Release!prototype!

Create!initial!

business!model!

Evaluate !data!

3!

Page 32: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   32  

IteraEon  #2  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2a  

Scenario  3a  

Feature  #1  Feature  #2.1  Feature  #3.1  

Build!prototype!

Release!prototype!

Create!initial!

business!model!

Evaluate !data!

3!

Page 33: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   33  

IteraEon  #3  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2a  

Scenario  3a  

Feature  #1  Feature  #2.1  Feature  #3.1  

Create!initial!

business!model!

Approve!project!

Mike!

3!

Write!vision!

statement!

Page 34: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   34  

IteraEon  #3  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2a  

Scenario  3a  

Feature  #1  Feature  #2.1  Feature  #3.1  

Create!initial!

business!model!

3!

Approve!project!

Mike!

Write!vision!

statement!

Page 35: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   35  

IteraEon  #3  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2a  

Scenario  3a  

Feature  #1  Feature  #2.1  Feature  #3.1  

3!

Approve!project!

Mike!

Write!vision!

statement!

*  

*Based

 on  Bu

siness  M

odel  Genera?

on  

Page 36: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   36  

IteraEon  #3  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2a  

Scenario  3a  

Feature  #1  Feature  #2.1  Feature  #3.1  

3!

Approve!project!

Mike!

Write!vision!

statement!

Page 37: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   37  

IteraEon  #3  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2a  

Scenario  3a  

Feature  #1  Feature  #2.1  Feature  #3.1  

3!

Approve!project!

Mike!

Simple!Reliable!Fast*!

*I  owe  this  visio

n  statem

ent  to  Alan  Coleville    

Page 38: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   38  

IteraEon  #3  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2a  

Scenario  3a  

Feature  #1  Feature  #2.1  Feature  #3.1  

Approve!project!

Mike!

3!

Simple!Reliable!

Fast!

Page 39: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

©  2011  Pichler  ConsulEng  Limited   39  

Ready  to  Stock  the  Backlog  Vision  Statement  

Target  group   Needs   SoluEon   Value  

To  do   In  progress  

Scenario  1  

Scenario  2a  

Scenario  3a  

Feature  #1  Feature  #2.1  Feature  #3.1  

3!

Simple!Reliable!

Fast!

Page 40: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

ConvenEons  

Ticket  

©  2011  Pichler  ConsulEng  Limited   40  

Name  or  avatar  

Task description!

Deadline!Max. effort!

Board  –  Personal  limit:  Product  owner:  

one  vision;  others:  one  to  two  visions  

–  WIP  limit  for  the  in  progress  column  

–  Progress  is  tracked  via  the  artefacts;  done  tasks  are  simply  removed  from  the  board  

Page 41: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)
Page 42: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

Big  Thanks  to  

©  2011  Pichler  ConsulEng  Limited   42  

Melissa  Pichler  Arne  Roock   Stefan  Roock  

Page 43: Customer Discovery with Kanban - Roman Pichler...Customer)Discovery)with)Kanban) Roman)Pichler) @romanpichler) romanpichler.com) Lean)Kanban) Central)Europe)2011)

Contact details:

+44 (0) 7974 203772 [email protected] @romanpichler

www.romanpichler.com www.allthingsproductowner.com

CONSULTINGAND TRAININGIN AGILEPRODUCTMANAGEMENTAND SCRUM

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