More and more organizations are realizing that while they are getting more done, they are not necessarily getting more value. More code does not mean more product and more product does not mean more market share. According to David Hussman, we need to shift our focus toward a balanced investment in discovery and delivery without going back to gathering big requirements up front. To accomplish this, we need to embrace new discovery metaphors and practices. David draws on his years of experience working with product managers, heads of product, and product owners as he introduces ideas like mapping teams to product, product discovery cadence that feeds a product delivery cadence, how to learn outside the code, and when it is essential to learn in the code. If you are looking for a post-agile gem, drop in and be ready to move on, building on the past success of agile methods while looking toward a future where product learning is valued over process worship.

1. AW3
Session
6/8/16 11:30 AM
Blending Product Discovery and
Product Delivery
Presented by:
David Hussman
DevJam
Brought to you by:
350 Corporate Way, Suite 400, Orange Park, FL 32073
888---268---8770 ·· 904---278---0524 - info@techwell.com - http://www.techwell.com/

2. David Hussman
DevJam
Working with companies of all sizes worldwide, David Hussman teaches and
coaches the adoption of agile methods as powerful delivery tools. Sometimes he
pairs with developers and testers; other times he helps plan and create product
roadmaps. David often works with leadership groups to pragmatically use agile
methods to foster innovation and a competitive business advantage. Prior to
working as a full-time coach, he spent years building software in the audio,
biometrics, medical, financial, retail, and education sectors. David now leads
DevJam, a company composed of agile collaborators. As mentors and
practitioners, DevJam (devjam.com) focuses on agility as a tool to help people
and companies improve their software production skills.

3. Blending Product Discovery / Product Delivery
David Hussman - Lead Sherpa and Product Explorer
DevJam Discovery / Delivery Adventures

4. What did / do we get from agile methods?
What was missing?

5. Let’s journey beyond Waterfall vs Agile?
Product Agility over Process Mandates

6. Product Discovery
How wrong are you ready to be?
Product Delivery
How fast can you learn and adjust?
Product Discovery
How wrong are you ready to be?
Product Delivery
How fast can you learn and adjust?

7. Product Discovery
How wrong are you ready to be?
Product Delivery
How fast can you learn and adjust?
How wrong were you?

8. Product takes many forms
System Context Product Context
Universe
of all
Product
Ideas
How do you make initial product choices?
Product
Choices
Framing / Chartering
Pragmatic Personas
Story Mapping
User Interviews
Market Research
Customer Journeys
Story Splitting
Validation Measures
Story Writing
Prototyping

9. How much time should spend in initial discovery?
How does it relate to uncertainty?
Who do you need for discovery?

10. Who’s in the Discovery Cadence?
One Product, One Team
Who’s in the Discovery Cadence?
One Product, Many Teams

11. Roughly frame your learning framing
Explore their experiences mapping
Take them somewhere interesting journeys/slices
The tools we teach / use
Validate their needs (your guesses) kpi / okr / tests
Chose people to learn about personas
Roughly frame your learning framing
Explore their experiences mapping
Take them somewhere interesting journeys/slices
The tools we teach / use
Validate their needs (your guesses) kpi / okr / tests
Chose people to learn about personas

12. Time Horizon:
Pitch (why and what): Goals / Outcomes
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Success Measures (some KPIs)
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Design Targets / Personas / Validators
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- Who will you ignore?
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Constraints (challenges worth noting)
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How much white space is there? / Who is your competition? / Who is your inspiration?
Name:
Collaborative Framing
Time Horizon: 3 Months
Pitch (why and what): Goals / Outcomes
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Success Measures (some KPIs)
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Design Targets / Personas / Validators
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- Who will you ignore?
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Constraints (challenges worth noting)
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How much white space is there? / Who is your competition? / Who is your inspiration?
Name: Flight Done Right
Collaborative Framing

13. Time Horizon: 3 Months
Pitch (why and what): Create a
place to find and book flights that
is not painful and truly helpful (if
not fun). The experience should
be personal (possibly “gamified
where meaningful) and not
cumbersome (e.g. navigating
through forms and screens).
Goals / Outcomes
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Success Measures (some KPIs)
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Design Targets / Personas / Validators
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- Who will you ignore?
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Constraints (challenges worth noting)
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How much white space is there? / Who is your competition? / Who is your inspiration?
Name: Flight Done Right
Collaborative Framing
Time Horizon: 3 Months
Pitch (why and what): Create a
place to find and book flights that
is not painful and truly helpful (if
not fun). The experience should
be personal (possibly “gamified
where meaningful) and not
cumbersome (e.g. navigating
through forms and screens).
Goals / Outcomes
- Make it fast and painless
- Quickly show many flight options
- Remove airport code thinking
- Help me get to places I often visit
- Fast access to my preferences
- Make it easy to share my feedback
Success Measures (some KPIs)
- 500 Interested in the first month
- 25% who try join loyalty program
- Bookings taking <= 5 mins
- Reorder with one click
- Show last 5 cities traveled
- Only 2 clks needed to update prefs
- Share feedback in <= 30 sec
Design Targets / Personas / Validators
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- Who will you ignore?
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Constraints (challenges worth noting)
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How much white space is there? / Who is your competition? / Who is your inspiration?
Name: Flight Done Right
Collaborative Framing

14. Time Horizon: 3 Months
Pitch (why and what): Create a
place to find and book flights that
is not painful and truly helpful (if
not fun). The experience should
be personal (possibly “gamified
where meaningful) and not
cumbersome (e.g. navigating
through forms and screens).
Goals / Outcomes
- Make it fast and painless
- Quickly show many flight options
- Remove airport code thinking
- Help me get to places I often visit
- Fast access to my preferences
- Make it easy to share my feedback
Design Targets / Personas / Validators
- Business Traveler (primary target)
- Corporate Booking Agent (primary target)
- Who will you ignore?
- Budget travelers (not a target)
- Family Traveler (not a target)
Constraints (challenges worth noting)
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How much white space is there? / Who is your competition? / Who is your inspiration?
- Orbitz and similar site
- Hipmunk
- Google Flights
Name: Flight Done Right
Collaborative Framing
Success Measures (some KPIs)
- 500 Interested in the first month
- 25% who try join loyalty program
- Bookings taking <= 5 mins
- Reorder with one click
- Show last 5 cities traveled
- Only 2 clks needed to update prefs
- Share feedback in <= 30 sec
Roughly frame your learning framing
Explore their experiences mapping
Take them somewhere interesting journeys/slices
The tools we teach / use
Validate their needs (your guesses) kpi / okr / tests
Chose people to learn about personas

15. How well do you know your audience?
How many devs can tell a customer story?
Story telling frames for validators / design targets
Targets
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Not Targets
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Name:
Image:
Description (who)
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Values (why)
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Name:
Image:
Description (who)
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Values (why)
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16. Roughly frame your learning framing
Explore their experiences mapping
Take them somewhere interesting journeys/slices
The tools we teach / use
Validate their needs (your guesses) kpi / okr / tests
Chose people to learn about personas
Story Mapping and Story Telling

17. Story Mapping or Story Splitting or …
Roughly frame your learning framing
Explore their experiences mapping
Take them somewhere interesting journeys/slices
The tools we teach / use
Validate their needs (your guesses) kpi / okr / tests
Chose people to learn about personas

18. Where will they start learning?
A Tool Based Journey (User Experience)

19. Roughly frame your learning framing
Explore their experiences mapping
Take them somewhere interesting journeys/slices
The tools we teach / use
Validate their needs (your guesses) kpi / okr / tests
Chose people to learn about personas
Impact over Progress
How are you measuring and learning?

20. Product Discovery
How wrong are you ready to be?
Product Delivery
How fast can you learn and adjust?
Product Discovery
How wrong are you ready to be?
Product Delivery
How fast can you learn and adjust?

21. Product Discovery and Product Delivery
How wrong are you ready to be?
over
Product Delivery then Product Delivery
How fast can you learn and adjust?
Universe
of all
Product
Ideas
So you’ve made your initial choices, now what?
Product
Choices
Framing / Chartering
Pragmatic Personas
Story Mapping
User Interviews
Market Research
Customer Journeys
Story Splitting
Validation Measures
Story Writing
Prototyping

22. How will you measure and adjust?
The Simple Case: One Product, One Team

23. What can they learn outside the code?
Prototypes - Journeys - Interviews
Working a Discovery Cadence

24. Letting Delivery Influence Discovery
A Complex Case: One Product, Many Teams

25. Little
Known
Most
Known
Fast
Feedback
Slow
Feedback
Iterations
Phased
Experiments
Requirements Development Test
Source: Derived from the work of Dave Snowden, Ray Arell, Erik Simmons
Speaking of complexity …
Working a Cross Team Discovery Cadence
Even more value in learning outside the code

26. What needs to be learned where?
Outside Delivery? Within Delivery?
Letting Delivery Influence Discovery
Synchronizing Cross Team Validation and Learning

27. And even more complex is the
Many Products, Many Teams model
An example of using customer
journeys to constrain complexity

36. This is a beginning, but
there’s much more to this discussion
Help me with the discussion!
www.devjam.com/productsoverprocess