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?
© 2011 Pichler ConsulEng Limited 3
PiNall No. 1
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.
“Sprints”
Scrumfall InnovaEon
Scoping Build
Business Case
Develop-‐ ment
TesEng and
ValidaEon Launch
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Limited learning
Frozen requirements
PiNall No. 2
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Back to the Drawing Board
Shippable Product
Product Idea / Vision
© 2011 Pichler ConsulEng Limited 9
Agile InnovaEon
Shippable Product Product
Backlog
Product Idea / IniEal Vision
Probe and learn
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
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Must be shared
Based on Steven Blank’s Four Steps to the Epiphany
Value The benefits the product should provide to the company
Formulate your CPSV hypothesis
Product Backlog
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OpEon #1
Product Idea / IniEal Vision
Validate your hypothesis
Evaluate the feedback
Act
Product Backlog
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OpEon #2
Product Idea / IniEal Vision
Formulate your CPSV hypothesis
stop adapt
move on Inspired by Eric Ries’ The Lean Startup
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
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InnovaEon Requires CollaboraEon
Shippable Product
Product Idea
Customer
User
Marketer
Sales Rep
Service Rep
Product Owner Development Team
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
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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
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Tiny Kanban and the Vision Board Vision Statement
Target group SoluEon Value
To do In progress
Tasks
Artefacts
Needs
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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!
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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!
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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!
© 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!
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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!
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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!
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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!
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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!
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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!
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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!
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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!
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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!
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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!
© 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!
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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!
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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!
© 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!
© 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
© 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!
© 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
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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!
© 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!
ConvenEons
Ticket
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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
Big Thanks to
© 2011 Pichler ConsulEng Limited 42
Melissa Pichler Arne Roock Stefan Roock
Contact details:
+44 (0) 7974 203772 [email protected] @romanpichler
www.romanpichler.com www.allthingsproductowner.com
CONSULTINGAND TRAININGIN AGILEPRODUCTMANAGEMENTAND SCRUM
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