Turning Product Management Theory Into Practice

1. © 2017 cPrime Inc., All Rights Reserved

2. Leveraging Atlassian
to craft the best products
Turning Product Management theory into practice

3. Webinar Speakers
Brandon Huff
VP Professional Services
cPrime
3
Brandon Huff has 18 years of experience
managing large sof tware development,
infrastructure, and process development projects
for Fortune 500 companies. His experience as an
Agile Coach has driven large enterprise
transformations with lasting Agile COE’s. Brandon
has designed and configured hundreds of
Atlassian instances and pioneered the first
Atlassian University courses.
He has helped companies like Apple, Cisco,
Oracle, NetApp, Ericsson, VISA, Hitachi, Target,
and more.
Joe Ruekert is founder of Everbold Digital, a
digital transformation and growth strategy
consultancy helping organizations build winning
products, cultures, systems, strategies and teams
that drive top line growth and bottom line
profitability. He has a passion for developing
products and solutions that help companies build
better digital experiences, reach new clients and
turn those clients into raving fans.
As a former Director of Product Management, Joe
has built and managed digital platforms for some
of the largest and most recognized brands in the
world, including Target and Ameriprise Financial.
Joe Ruekert
Principal
Everbold Digital

4. Why are we here?
• Developing digital products that customers love is
challenging
• Many teams misunderstand the product development
lifecycle
• Utilizing the right tools to facilitate your product
management process can improve your likelihood of
success
4

5. Tracking our Progress
5
Product Development Lifecycle
Strategy Process
Strategy Tooling Options
Planning Process
Planning Tooling Options
Q & A

6. Product Management Overview
6
1
Strategy
Planning
Delivery
Discovery
2
3
4

7. Strategy Details
• The 3-5 year vision for
the product
• Who the product is for
• What problems the
product solves
• How the product is
unique
7
1
Strategy
Planning
Delivery
Discovery
2
3
4

8. Planning Details
• Product planning is
where you decide what
projects to invest in
• Planning will help
determine if your
products should be
invested in, sustained or
sunsetted
8
1
Strategy
Planning
Delivery
Discovery
2
3
4

9. Discovery Details
• Product discovery is
critical in determining
what problems are real
and need solving
• Discovery answers the
critical questions of
“can your customers
use it, will they use it,
and is it feasible?”
9
1
Strategy
Planning
Delivery
Discovery
2
3
4

10. Delivery Details
• Product delivery is the
development,
deployment,
measurement and
iteration of your products
• Agile software
development, backlog
management, sprints,
and A/B testing all
comprise product
delivery
10
1
Strategy
Planning
Delivery
Discovery
2
3
4

11. Tracking our Progress
11
Product Development Lifecycle
Strategy Process
Strategy Tooling Options
Planning Process
Planning Tooling Options
Q & A

12. What are your product aspirations?
• A product’s vision describes the
value the product will deliver
and how will it evolve over time
- typically 3-5 years out
• The vision is not about features
or dates
• The product vision sets the
stage for decision making,
product planning, discovery
and delivery
12
Google Maps Vision
Google Maps strives to
make exploration and
travel easier, visually
appealing, and integrated
across the Google
platform.

13. Who is the product for?
• Understanding your customers is the foundation for building
a successful product
• It’s critical to define your customers on multiple levels
• It’s the role of the product manager to find and connect
with actual, real customers
• Personas, empathy mapping and data are all useful tools to
document your customers and to help make better product
decisions
13

14. Who is the product for?
14
“If I could use a map that would help
me get to multiple locations, that
would be amazing!”
Name
AGE
OCCUPTATION
STATUS
LOCATION
36
Real Estate Agent
Married, children
Minneapolis, MN
Kristi MOTIVATIONS
Success
Family
Saving time
Productivity
TECHNOLOGY
Websites
Mobile Apps
Social Networks
GOALS
• To be a good mother and
agent
• To raise healthy children
• To meet her client’s
needs and be referred
FRUSTRATIONS
• Waiting in line
• Technology that doesn’t
work
• Being too busy
FAVORITE
BRANDS
Northface
Coca-Cola
Apple
Target
Costco
The Gap

15. Who are your competitors?
• Understanding how your product is positioned relative to
your competition is a core component of your product
strategy
• Leveraging SWOT analysis and functionality mapping can
help differentiate your product and find new opportunities
in the market
• While knowing your competition and how you compare is
important, product teams can cross the line and be too
focused on what others are doing
15

16. What is your product environment?
A product vision board can be an effective way to powerfully
communicate your vision and other factors to your teams
16
http://www.romanpichler.com/tools/vision-board/

17. Tracking our Progress
17
Product Development Lifecycle
Strategy Process
Strategy Tooling Options
Planning Process
Planning Tooling Options
Q & A

18. Product Strategy Tooling Requirements
18
Strategy Activity Requirements
Product Vision/
Vision Board
• Able to capture text-based visions
• Align vision to business strategy
• Setup for easy content entry
• Easy to share, collaborate, and reference

19. Tools to Capture Vision Details
19
Atlassian Product Integrated Product
Confluence Aha!

20. Product Vision - Confluence
20

21. Product Vision Board - Confluence
21

22. Product Vision - Aha!
22

23. Product Strategy Tooling Requirements
23
Strategy Activity Requirements
Persona
• Collaborate on person details and collect customer data
• Able to capture key product personas and drivers/motivations
• Setup for easy content entry
• Easy to share and reference

24. Tools to Capture Persona Details
24
Atlassian Product Integrated Product
Confluence Aha!

25. Persona - Confluence
25

26. Persona - Aha!
26

27. Product Strategy Tooling Requirements
27
Strategy Activity Requirements
Market Landscape
• Collect competitor market space data
• Able to capture your products strengths, weaknesses,
opportunities, and threats
• Setup for easy content entry
• Easy to share, collaborate, and reference

28. Tools to Capture Market Details
28
Atlassian Product Integrated Product
Confluence Aha!

29. Market Landscape - Confluence
29

30. Market Landscape - Aha!
30

31. Market Landscape - Aha!
31

32. Tracking our Progress
32
Product Development Lifecycle
Strategy Process
Strategy Tooling Options
Planning Process
Planning Tooling Options
Q & A

33. Product Planning
• Product planning is where you decide what projects,
initiatives or functionality to invest in and equally
important, where not to invest.
• Planning will help uncover cross-product
dependencies and will set the stage for teams to
work on shared objectives.
• Critical components within the product planning
framework are the product roadmaps for each
product team and Objectives and Key Results
(OKRs).
33

34. Product Portfolio Management is the set of practices,
meetings and decision frameworks that guide how an
organization manages a product family
Portfolio Management
34
Maximizes the return on your
product innovation investments
Achieves efficient and effective
allocation of scarce resources
Forges a link between product
and business strategy
Communicates Priorities
Achieves Focus
Enables governance and
objective project selection

35. Product Roadmap
• A product roadmap is a 1-3 year map of the initiatives
your product team is tackling
• Goal-oriented roadmaps focus on goals or objectives
like acquiring customers or increasing engagement
• Common pitfalls to avoid with product roadmaps include
• Guaranteeing of features or dates
• Including the incorrect level of detail
• Speculation about features instead of goals
35

36. Product Roadmap
36

37. Objectives and Key Results (OKRs)
• OKRs are
• A quarterly cadence that aligns priorities and commitments
• A set of openly shared team goals, tied to measurable impacts
• OKRs enable
• More effective alignment across multiple product teams
• Concentration on outcomes, not outputs
• Focus and prioritization
• Empowering teams to use their deep domain knowledge to
develop solutions
37

38. Objectives and Key Results (OKRs)
38

39. Tracking our Progress
39
Product Development Lifecycle
Strategy Process
Strategy Tooling Options
Planning Process
Planning Tooling Options
Q & A

40. Product Strategy Tooling Requirements
40
Strategy Activity Requirements
Roadmpapping
• Able to capture text-based visions
• Align vision to business strategy
• Setup for easy content entry
• Easy to share, collaborate, and reference

41. Roadmapping
41
Atlassian Product Integrated Product
Confluence
Aha!
Roadmunk
Product Plan

42. Roadmap - Confluence
42

43. Roadmap - Aha!
43

44. Roadmap - Roadmunk
44

45. Roadmap - Product Plan
45

46. Product Strategy Tooling Requirements
46
Strategy Activity Requirements
OKR Definition
& Tracking
• Able to reference key business metrics related to each OKRs
• Able to report status and details of each OKR on a recurring
basis (monthly, quarterly)
• Able to associate discovery and delivery work to each OKR
• Setup for easy content entry
• Tracking of peer and management feedback/comments
• Setup for easy content entry

47. OKR Definition and Tracking
47
Atlassian Product Integrated Product
Confluence
Aha!
Agile Craft

48. OKR Definition & Tracking - Confluence
48

49. OKR Definition - Aha!
49

50. OKR Tracking - Aha!
50

51. OKR Definition - AgileCraft
51

52. OKR Tracking - AgileCraft
52

53. Product Strategy Tooling Requirements
53
Strategy Activity Requirements
OKR Rollup
• Collaborate on person details and collect customer data
• Able to capture key product personas and drivers/motivations
• Setup for easy content entry
• Easy to share and reference

54. OKR Rollup
54
Atlassian Product Integrated Product
—-
Structure
Aha!
AgileCraft

55. OKR Rollup - Structure
55

56. OKR Rollup - Aha!
56

57. OKR Rollup - AgileCraft
57

58. Tracking our Progress
58
Product Development Lifecycle
Strategy Process
Strategy Tooling Options
Planning Process
Planning Tooling Options
Q & A

59. Q & A
59

60. Thank you!
60
Keep an eye out for our next webinar about
Product Management Discover and Delivery Tooling!