12. Customer Led vs Business Led
Design teams Strategy teams
Start-ups Enterprise
Customer Problem Growth / Defensibility
Ethnographic Research Data / Trends
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13. Customer Led vs Business Led
Design teams Strategy teams
Start-ups Enterprise
Customer Problem Growth / Defensibility
Ethnographic Research Data / Trends
Empathy Analytical
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14. Customer vs Business Value
CustomerValue
Business Value
High
Low
Low High
Struggle to
Monetize
Successful
Products
Avoid
Struggle
to Scale
✓?
✗ ?
16. Lean Canvas
Strategic Design
Customer Discovery
• Who is the customer
• What are their needs
• What is our value
proposition
• Possible Solutions
16
17. Strategic Design Frames Product Strategy
“Are we solving the right customer problem in the first place?”
17
27. Second Restructure
Fixed Capacity Model
• Constrain WIP
• Fixed number of teams
• Standard size teams
• Domain & Initiative teams
Enterprise Backlog
• Force trade-off decisions
• Agile Portfolio Planning
• Collaborative but CPO has final call
Flow the work through the teams,
Instead of assigning teams to the work
28. How did we implement
Leadership
• Very little objection to a clear plan with defined benefits
• Restructuring the Product Delivery Group was within our remit
Execution
• Transition to new structure by location over 9-10 months
• Co-ordinated across the Product Delivery Leadership team
• Defining the domains with the teams was the most difficult part
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29. SEEK Asia Team Structure
16 Product Delivery Teams
Candidate Hirer Initiative Platform
4 Teams 3 Teams 6 Teams 3 Teams
Candidate & Hirer domain teams optimise the customer experience, have
clear KPI’s & metrics & manage their own backlog
Initiative teams burn down on the Enterprise Backlog. Generally they are
implementing larger initiatives that could span across domains