Professional Documents
Culture Documents
CHAPTER 10
The Product
Manager’s
Role in
Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
This chapter does not aim to go in-depth on defining all different Introduction to Waterfall Development Methods
development processes used in modern software organizations – there are
plenty of resources for that. Instead, we will introduce two common Traditionally, the Waterfall development approach was the most used in
methodologies (Waterfall, Agile, hybrids) at a high-level, with much deeper software and early internet organizations; and for good reason. In general,
emphasis on a commonly embraced formal process; SCRUM. While most
projects were large – requiring many developers working on the same
organizations customize their development process, many fundamentals of rd
monolithic codebase simultaneously. There was not the plethora of 3
SCRUM, if not the formal structure, can be applied in many situations.
party development, testing and infrastructure tools we can leverage today.
Deployment was more complex and time between upgrades was
Also, throughout the chapter, you’ll see tips and advice on how to be measured in many months (and remains so in many high-risk and legacy
effective; such as where you can engage in the development process to environments). Real-time user data powering continuous improvement
help improve it especially when it seems to be breaking down or shipping wasn’t as rich, and “the cloud” was non-existent. The idea of iteratively
value to customers too slow. The Product Manager is admittedly in an
making changes based on fast learnings was a foreign concept.
unfair position; it is beyond their direct control but nonetheless they are
called to task when product implementation isn’t moving fast enough.
Waterfall still has plenty of supporters and, in certain circumstances, is a
better choice than Iterative methodologies. Waterfall aims to be a
In such a situation, the worst things a Product Manager can do are: predictive (as opposed to adaptive) method for software development. It
- throw their team under the bus (blaming them or engineering starts with analyzing customer requirements and tasks in detail, catering
managers), for known risks, and laying these out in a project plan from beginning to
- attempt to micro-manage engineers directly (driving them towards end. Once an entire product plan is compiled it is easier for Project
specific deliverables, checking in on progress many times a day); or Managers to assign pieces of functionally and technologies to individual
teams for completion “to specification”. It emphasizes consumer and
- set aggressive deadlines in the hope this will create a sense of
market research activities upfront, and internal QA and customer
urgency.
validation later in the development cycle. It provides for distinct phases for
each activity – with hand-offs of deliverables to guide future phases.
Instead, some alternative strategies for a Product Manager are:
- breaking scope down until incremental customer delivery is possible However, little systems-wide working software is produced until late
(even if small). As confidence builds more complexity can be added in. during the life-cycle. And it can be a long time before shipping software to
- encourage investigation into underlying issues such as lack of customers – 6-18 months isn’t uncommon. Once a product is launched, it
development tools, immature testing processes, resource-levels; and may not undergo rapid optimization (usually these are saved for future
identify improvements in regular retrospectives; and major upgrades or point-releases).
- track and draw attention to sources of disruption and time-spent on
non-development tasks (which reduce team velocity). Here are some “flavors” of product, projects or organizations that remain
better suited to Waterfall Methods:
You get the picture – be constructive, supportive, and data-driven… - Requirements are very well understood and unchanging
- High systems complexity with many dependencies
For more in-depth discussion (beyond tips in this chapter) see Chapter 16 –
- Management over very large teams (where you need clear
Working with Engineers and in Chapter 15 – Leading Through Influence.
specifications for the interactions between modules)
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
Ø Quality Assurance – This stage tests for functional and visual Introduction to Iterative Development Methods
compliance, and perhaps limited beta testing with end-users. Systems-
wide and performance testing is also performed. Recall the continuous validation process introduced in Chapter 9 – scope a
component of the product, implement, test with internal stakeholders and
Product Management Risks and Mitigation:
customers, and incorporate feedback so you can repeat the cycle with
ü Stop implementation on schedule to allow enough time for greater confidence.
testing and “hardening” of the system. The most common cause
for quality issues and blowing deadlines is cramming more in the
implementation phase at the expense of QA (the next phase).
ü The Product Manager must be very involved in this stage to
decide bug priorities and trade-offs, and declaring what fixes
address the problem adequately and what doesn’t.
ü Monitor the rate at which new high-priority bugs are discovered
vs. addressed. Early on new issues will be found at an alarming
rate, but the turning point comes when the team is successfully
addressing bugs faster than new ones are discovered. By tracking
these rates, tradeoff decisions between quality and last minute
delays become more data-driven.
For many iterative or adaptive product development methodologies, you
can conceptualize them as cycling through the continuous validation
process repeatedly, moving towards an overall business goal. Each cycle
you identify the most key short-term milestones, adapting frequently in
response to changing realities and learnings. By always working on the
most critical priorities you can accelerate and maximize business value
delivery.
Despite the apparent modernism of Iterative methods, both Waterfall and
Iterative methods are quite old, highly evolved models. (Iterative methods
came out of manufacturing environments, such as the Japanese
automotive industry.) The most well-known iterative approach is Agile.
Agile is not a process per-se, but a set of values and principles that guide a
team through how they conduct product development (for example,
embrace change and continuous improvement). Agile can be further
articulated in terms of more formal, prescriptive processes – such as
Ø Launch and Maintenance – safe deployment to production systems, SCRUM, Extreme Programming, and KanBan. In this chapter, we will limit
roll-out to customers, and hand-off to Technical Operations and discussion to SCRUM as it embodies most of the same values as all Agile
Support teams (See Chapter 13 - Launch and Deployment for an methods and is one of the most adopted (yet misapplied).
extensive overview of the role of Product Manager during this phase).
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
Except for the cases listed in the previous section, most Web and mobile
application consumer and SaaS enterprise services, are better served with
iterative development methods. Increasingly traditional software (where
updates can be delivered over the internet) and even some physical
consumer products (e.g. 3D printing) are becoming candidates for more
iterative methods – albeit at a slower cycle pace. The key is to keep Agile
teams small and focused – the model tends to break down for very large
teams due to the emphasis on collaboration and minimizing hand-offs and
overhead.
Iterative methods differ from Waterfall in some key ways:
Ø Adaptive – iterative development supports a product rather than a
project mindset. This allows more flexibility throughout to adapt
requirements as you learn, given the best information available at any
time, to make decisions to maximize business value.
Iterative methods also have an often overlooked but high-impact
advantage – the ability to continually adapt process. Because a team
will frequently repeat a full cycle (about 20-25 times a year if using a 2-
week cycle), there is significant opportunity to discuss, identify and Agile, however, can provide predictability and (in some ways) at a
implement improvements in how the team is working together. Even superior level compared to Waterfall. This is because it is based on
one to two small adjustments per cycle means the team has actual not planned team throughput. Careful measurement of a
dramatically improved their performance and collaboration over the team’s pace of delivery (velocity) against a set of well-defined user
course of a year working together. stories allow the Product Manager to get a sense of when the full-
product should be ready. As development proceeds, more information
is gathered to increase the level of confidence in dates.
Ø Emergent Predictability – a common assumption about Agile methods
is that they lose the predictability a Waterfall model provides, such as
insight into progressive delivery milestones on a project plan and a Ø Customer Validation – One difference between Iterative methods and
target launch date. Indeed, many poorly implemented Agile processes Waterfall is the approach to quality and testing. Rather than a
emphasize rapid delivery on the “next key priority” while losing sight separate testing phase after the implementation phase, testing is
of the greater vision and measurable progress towards a definitive completed in the same iteration as development. Because testing is
goal. Pure incrementalism can be ineffective (as we shall see later) and done in each iteration, each iteration delivers a small piece of the
a complete lack of timelines drives stakeholders insane (often leading product with high quality and usability. Stakeholders and users can try
to backlash against Agile and a return to more upfront planning). the product increment out for themselves, validate the value, and
provide feedback for the next iteration. Risk is reduced and confidence
builds that the solution will solve the customer’s needs.
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
In some cases, the team may discover the initial direction is flawed. being delivered. The feedback loop enables the team to validate their
Business value rapidly drops to zero. There is no use continuing the assumptions that they are indeed working on the right priorities.
project further but instead the team re-evaluates and “pivots”. Agile Stakeholders can track progress against working code rather than
encourages “Fail Fast”. meeting project milestones.
Each iteration’s scope is ruthlessly prioritized to achieve a goal. Scope
Development Process Tip #1 for PMs is only locked down at the start of each cycle – and each new cycle is
an opportunity to reprioritize work entirely if needs be. Secondary
Despite their popularity, “Fail Fast” and “Pivot” can be features tend to fall to the bottom of the backlog, and essential ones
misleading concepts. They may lead to a cowboy (along with newly identified needs) float to the top. All these factors
development culture, trying random ideas, perhaps wildly help to focus the team and creates an environment where they are
thrashing between priorities or skipping customer always thinking about the most critical problems to address.
discovery entirely.
The following charts show how rapidly Agile spread through the software
I recommend instead encouraging a culture of “Learn Fast”. industry since it was popularized – especially since 2009. This study by HP
suggests over 90% use Agile in some form. This, somewhat anecdotal,
Go into each iteration with a hypothesis based on an
survey had roughly a third of respondents each for small (<100), medium
understanding of the customer’s needs. Know how you will
(<1000), and large companies. If we were to account for the plethora of
measure success or failure, and explicitly discuss what you VC-funded start-ups the number using Agile would be even higher.
learned so you can incorporate those learnings in the next
cycle. If it turns out your hypothesis is wrong, then it is still However, the data also shows Agile is typically not implemented in its
a good outcome because you learned something new. purest form. Most “agile” organizations – particularly scaling or larger
(scaled) companies – tend to considerably adapt agile or adopt only certain
Similarly, don’t simply pivot from a bad idea but pivot to a components to suit their unique organizational structure and culture.
promising new idea based on insights gathered from your
previous attempts. Hold true to your overall strategic goals Agile is a powerful theory but requires much to go right in practice. For
example, everyone on the team must:
– a pivot should help redefine a workable solution but
shouldn’t swing you into a whole different problem space - deeply understand business goals and customer needs
or target customer set. These are strategic pivots requiring - be outspoken and ready to commit to regular deliverables
much more thoughtful analysis. - be in-sync; everyone knows what everyone else is working on
- embrace core values and see constructive conflict and collaboration
(including regular meetings) as a good use of time
Ø Accelerated Business Value – Iterative methods emphasize building - work with the utmost sense of urgency
small units of “potentially shippable” product with demonstrable - ensure all planning and update forums (meetings) are run well and
business value (functionality and quality). Delivering working code lead to desired outcomes
each cycle forces the team to think in terms of the business value
- be open to feedback and ready to openly track their pace of work
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
“a simple yet incredibly powerful set of principles and practices that help
teams deliver products in short cycles, enabling fast feedback, continual
improvement, and rapid adaptation to change.” The Twelve Principles of Agile
1. Customer satisfaction by early and continuous delivery of valuable software
Key attributes of SCRUM include: 2. Welcome changing requirements, even in late development
3. Working software is delivered frequently (weeks rather than months)
- a small, cross-functional team (usually 5-9 people). Each team member
4. Close, daily cooperation between business people and developers
plays one of three roles.
5. Projects are built around motivated individuals, who should be trusted
- a self-organizing, self-accountable team without a direct manager. 6. Face-to-face conversation is the best form of communication (co-location)
While team members do still have a “boss” in a SCRUM environment, 7. Working software is the principal measure of progress
s/he doesn’t dictate what or how they work. Rather the team is 8. Sustainable development, able to maintain a constant pace
charged with deciding on commitments and approach, and self-assess 9. Continuous attention to technical excellence and good design
and report on their own success. 10. Simplicity—the art of maximizing the amount of work not done—is essential
11. Best architectures, requirements, and designs emerge from self-organizing
- team members commit to live by five core values.
teams
- one short-term goal is completed within an iteration, called a Sprint. 12. Regularly, the team reflects on how to become more effective, and adjusts
accordingly
- sprints contain four planning, check-in, and retrospective ceremonies.
- planning and tracking are supported by using two lightweight artifacts
– the Sprint backlog and burndown.
The typical length of a Sprint varies by organization, project complexity,
and the type of product being worked on. A range of 1-4 weeks is usual, Development Process Tip #3 for PMs
with 2 weeks standard. Smaller iterations start having too much overhead
and longer iterations create wait-times too long between review of Some developers might be uncomfortable with the
“working code”. requirements ambiguity inherent in Agile. They may view
new details or changes as an inadequacy of the PM’s ability
5-4-3-2-1 SCRUM to “lock-down” scope, to understand customer needs, or
just changing your mind on a whim. They may become
5 values vocal complainers, resist or lose respect for you. It is critical
4 ceremonies you, as PM, provide context for all changes to anchor them
the underlying rationale and to remind your team you are
3 roles in a constant learning and validation cycle.
2 lightweight artifacts
1 short-term goal
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
1. Conflict of interest – PO’s incentives are to optimize for maximum - actively participate in all ceremonies, proactively communicating
business value delivery. Generally, they encourage teams to be issues and ideas for addressing them. They get up in front of
aggressive on commitments and have strong points of view about stakeholders to present working code at the demo (not the PO).
how to implement feature specifics. There is nothing inherently
wrong with that, but a SCRUM Master’s role is to protect the
team even from an assertive PO. When POs attempt to perform
War story – Product Owners Shouldn’t Drive Engineering
both roles simultaneously they may stream-roll a team into
agreeing to a plan they don’t believe in – disempowering and
demotivating them. It is hard to effectively negotiate with oneself. I sat in on a Sprint Planning Meeting recently with a Junior
Product Manager. The PM led the meeting, immediately jumping
2. Strategy vs. Execution – the PO owns the customer needs, future into a walk-through of his user stories. Pausing only briefly – no
Sprint goals, and prioritization of user stories. They must think comments or questions came up from anyone. He then led them
ahead of the team to plan, prepare and validate future work. If through the estimation process – each time they bid a number
they get too caught up in the day-to-day management they don’t he’d push them to select the lowest number as their estimate or
spend enough time with customers or stakeholders, nor prepare challenge them. Everyone in the room except for him was silent
for future Sprints with enough rigor. When the next Sprint arrives, almost the whole meeting.
they are left scrambling to define sufficient work for the team to
complete or (worse) provide only vaguely thought-through After a while, realizing it didn’t make any difference, the team
requirements. became disengaged and resigned to defaulting their bids to the
same estimate of “5” for every story regardless of actual
complexity.
Ø Team – the collection of cross-functional professionals assigned to
work on the product. The team may include User Experience, The PO, sensing the disengagement and feeling frustrated said:
Engineers (“full-stack”, “front-end”, “back-end”), Data Scientists, “Look, I don’t like this either but the CEO is telling us to deliver
Quality Assurance, and anyone charged with delivering any substantial this”. They finished the meeting and trudged out of the room.
part of the scope.
The mistake? Well many! Rather than supporting a team of self-
Specifically, the Team: organizing, motivated individuals, the PO was driving the team –
acting as both SCRUM Master and PO – seeking to get the team
- commits to Sprint scope, by pulling priorities from the backlog, on the hook for as much as he could.
breaking-down stories into tasks, and estimating effort. They
decide when they have committed to enough for the next Sprint. The team were clearly disempowered. They hadn’t been provided
- seeks requirement clarification from the Product Owner context for why they were being asked to do what they were
- collaborate with each other to decide on the best approach to being asked to do. And he made the most fatal mistake of all – he
deliver on the requirements (balancing design, engineering and used the positional power of the CEO to get them to fall into line.
QA needs)
Fortunately, he responded well to coaching.
- completes the work and validates it passes acceptance criteria. If
necessary they assist other team members to meet Sprint goals.
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
Four SCRUM Ceremonies
SCRUM calls its meetings, ceremonies – and for good reason. Unlike many
meetings, ceremonies are designed to keep the team energized, focused
and celebrating success together. They are also meant to replace the
countless planning and endless requirement elaboration meetings that
traditional methodologies seem to be saddled with. The team must be
committed to running their ceremonies on-time, efficiently, and focused
on the intended outcome.
The overall SCRUM process integrates the four ceremonies together to
plan, implement and review an entire iterative cycle. Each are described in
more detail below, but for a quick overview:
Ø Sprint Planning – establish an overall short-term goal and commit to a
set of known scope and tasks for the next Sprint. Sprint Planning is the
almost the only time scope can be added into a Sprint – the two
exceptions are discussed later.
Ø Daily SCRUM – each team member updates what they have achieved As Product Manager, you likely don’t have direct control over your
since last daily SCRUM, what they are focusing on now, and any organization’s schedule. If you can influence it, I recommend a 2-week
blockers to their progress. It is meant to be short – and therefore is Sprint cycle starting with Sprint Planning on the Monday of the first week.
sometimes called a Stand-up because no-one is allowed to sit down Hold it mid-morning or first-thing in the afternoon. This allows the team to
and get too comfortable. approach the next Sprint fresh after a weekend break, with a few hours to
settle and complete final preparation. Don’t start the ceremony too late in
Ø Sprint Review – game time; the team’s work is on show. A demo the day either – give yourself time to finalize scope and plan (including
showcases work done during the Sprint and stakeholders provide chasing down last minute clarifications) by the end of the day.
feedback and further business context. User Stories that satisfy the
acceptance criteria are declared done and closed. Stand-up is best held first thing every day. Don’t skip the day after Sprint
Planning, since this is your first chance to ensure the team has started
Ø Sprint Retrospective – the team comes together to honestly and strong and is aligned. Help drive a culture that all team members must be
openly discuss their process and collaboration; both successes and on-time and attend in-person (unless they are remote located, and then
improvement opportunities. They decide on a plan to implement via video conference). Everyone stands.
enhancements immediately for the next Sprint.
Sprint Review needs to be timed with when you can get stakeholders to
And then the cycle starts again! attend. Ideally it is either Thursday afternoon or Friday morning of the
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
second week. This maximizes time in sprint while giving the team a little stories. Without it, the sprint is just a collection of loosely affiliated
time after the review to consolidate feedback, close stories, make last user stories seemingly unconnected to building value for the business.
minute tweaks, and some free time to work on minor projects. Leave some Do not overthink your goal and have a back-up ready in case.
space at the end for everyone to mentally prepare for the following sprint,
most importantly to seek clarification of incoming scope. Attributes of Good Sprint Goals
- business value focused – motivational for the team
Sprint Retrospective is best held soon or immediately after the Review.
- short-term and achievable within the sprint. If it potentially spans
Friday afternoon over a drink isn’t uncommon.
multiple sprints, break the goal down further.
- provide a theme for stakeholders to contextualize the demo
We will discuss in more detail how each ceremony works, and the specific - do not need to encapsulate all the sprint’s user stories, just
role of the Product Owner in each (along with pitfalls). enough to focus the team on a piece of discrete business value
- not the same thing as your overall product vision, EPIC, OKRs,
1. Sprint Planning “increase revenue”, or any other longer term business metric
It is the Product Owner’s responsibility to perform the following tasks prior - not completely tactical (e.g. “complete stories 1-5 by end of
to Sprint Planning. At least a thorough draft is required, with finalization sprint”)
occurring during and immediately after planning. - appropriate for the lifecycle of your project (early-on emphasize
discovery, learning, risk mitigation; and later-on polish,
ü Backlog Grooming – have a fully groomed Product Backlog with all the optimization, clean-up)
highest priority items at the top. The PO must also have broken User
Stories into smaller stories that seem small enough to fit into a single
iteration. It is common for some stories to be further broken down Example Sprint Goals
during Sprint Planning – but best to preempt this if possible. (See
Chapter 11 – Mastering Product Requirements for more on backlog Ø Create a high-fidelity prototype of the XXX feature to test the
grooming and techniques for breaking down stories). UX (Discovery)
Ø Deliver the basic functionality or flow for XXX (Feature
ü Scope Clarification – the team is responsible for understanding scope Delivery)
and asking clarifying questions of the PO before the planning meeting, Ø Explore 3rd party solutions to outsource subscription platform
(Mitigate Key Risk)
so critical conversations have already started. Encourage them to
Ø Create the baseline data and API platform to support the
initiate the process over email or in a Pre-Planning discussion so you
product (Foundational or Architectural)
can walk into Sprint Planning with answers and data. Ideally, user Ø Address the top 10 bugs/usability/stability issues
stories have conversation details and acceptance criteria drafted. (”Hardening”)
These can be finalized during Sprint Planning, Ø Rewrite XXX functionality for performance (Technical Debt
Removal)
ü Goal Preparation – the Sprint goal or theme is a discrete piece of Ø Test pricing models/user engagement/customer conversion to
business value that the PO desires, but is not assured, to achieve increase outcomes (Business Optimization)
within the sprint – which encapsulates most of the highest priority
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
It is essential the PO is not driving Sprint Planning, because the Team must
have a sense of ownership and control over the commitments they are
making. The SCRUM Master or any other member of the team is preferred
(try rotating around the team, sprint-to-sprint).
During Sprint Planning, it is the Product Owner’s responsibility to:
ü Goal Setting – Introduce the goal or theme, and provide context for
why this a priority at this point. Some data and rationale (perhaps a
few slides) is essential – ideally customer or business driven. You can
have multiple goal candidates for the team to consider and weigh-in
on which tackle, but ensure only one is agreed to before moving on.
ü Support the Sprint Backlog Buildout – open your Product Backlog and
bring up the top-priority story. Describe it and ask for further
clarifications. The Team is then responsible for breaking out
implementation tasks, and estimation (see later in the chapter). Once
estimated, move on to the next story and continue the process. This
continues until the Team feels the sprint is fully committed.
A common problem with some junior teams is they under-estimate
the work to fully test and validate each user story. You should see Development Process Tip #4 for PMs
testing items reflected in the tasks. If not, ask the team whether they
have included sufficient time to write unit tests, validate, and de-bug Especially early in a project’s life, scope can be unclear.
their code so it will pass the acceptance criteria. Sprint Planning meetings risk extending for many hours to
properly clarify all requirements, add necessary details, and
If a story seems to be have too many outstanding clarifications to
make estimates. Sometimes clarification questions cannot
address or team expresses concerns, skip it and come back to it later
in the meeting; or reconsider it for next sprint. Just because stories are be answered during planning, resulting in an aborted Sprint
in a set priority in the backlog does not mean the team must do them Planning – setting back your Sprint by a few days.
in a strict order.
If necessary, schedule a “pre-planning” meeting a day or
two before Sprint Planning to split clarification and
ü Take Copious Notes – so much information is shared during the Sprint. commitment into two shorter sessions. This gives the PO
Always capture all the conversation, decisions, and outstanding issues time to gather information to answer questions.
and write in the appropriate place within the user story in the product
backlog. If you observe team members making notes outside of the
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
backlog ask them to enter them into the backlog instead or send to
you to incorporate.
Finally, create an action plan and immediately follow-up any
outstanding steps. Try to close these out on Sprint Planning day so as
not to delay the start of the sprint or to leave commitments
conditional on some critical piece of information.
ü Respect Commitments – PO’s are in a tough spot. They are
accountable for shipping valuable product to customers, yet rely on
the development team to build it. Nonetheless, if Product Owners try
to push too hard on teams to commit to more they are comfortable,
then morale drops and sense of ownership is lost. You may well find
less being achieved, not more. Further, never shame a team for
missing commitment unless you want them to low-ball you next time.
The PO should, though, encourage the team out of their comfort zone;
to live the courage value and commit to something that they aren’t
sure how to or whether they can get there. In a high-functioning team,
everyone understands the desire to deliver more and take greater
risks. They’re working hard and wanting to please you – and will
endeavor to take on more and will push-back when enough is enough.
Scope should never be added once a sprint is started, even if it 2. Sprint/Story Abort – if a goal or key user story is no longer needed due
appears the team has capacity or the new scope is small. This requires to unexpected changing business needs, stories can be abandoned by
discipline. The advantage of not adding scope include focus, less the PO. At the team’s discretion, they can replace with new stories.
context-switching, accurate tracking, ensuring quality, and showing This only works if this event occurs early in the sprint, and is not
respect for the SCRUM process. Once a back-door is opened, this desirable as it can mess up tracking and the sprint cadence.
leaves its open for stakeholders to do the same.
Everything else can wait for the next Sprint to be addressed – at worse,
There are two exceptions: this means new scope waits just one iteration before it can be worked on.
1. Team achieves Sprint goals early – at the team’s option, they can In general, disruptions (bugs, urgent issues, overheads like meetings and
pull in stories from the backlog mid-sprint. This must only occur email, and assistance provided to other teams in the organization) are not
once all committed stories are complete. If some committed considered scope. These do however, obviously, use time and as a result
stories are still open, it is better for all the other team members to may impact the number of user stories the team can complete. As we shall
help on these rather than add more work (called “swarming”). see shortly, teams should factor in these into their overall sprint velocity.
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
ü Structure and Open the Review Meeting – bring up the Sprint Backlog
with all the “done” stories, but not yet “closed”. Remind all present of
the purpose of a Sprint Review and (if necessary) what they can expect
and how you would like Stakeholders to engage with you and the
team. Introduce the Sprint goal that was set at Sprint Planning, and
highlight the committed User Stories.
Step back, and let the team take you through each story in turn. Each
introduces the User Story (read it out), then each step in the flow. It is
fine if the user interface isn’t polished, particularly early on. Have
them talk through what a rough design, prototype, or command-line
code is doing so Stakeholders can follow along.
ü Read the Room – invite stakeholder feedback by asking them
questions. Avoid getting defensive or explaining away limitations.
Stakeholders can sometimes be overly critical. Probe for
understanding – if you get feedback make sure you understand why.
The underlying business context shared among all the team is much
more valuable than reactions to a feature. It helps everyone make
better decisions in future. If something comes up that isn’t relevant,
listen for a bit to confirm your suspicions and then bat it away with Specifically, address these questions:
“Great question. Can you and I take that offline?” – and follow up - What are the overall impressions of the stakeholders? Positive
after. and concerns?
- Are you on-track to a suitable overall release timeline? (Bring up
If a team member skips over important context and Stakeholders
your overall Product Burndown chart if helpful.)
appear lost, ask the presenter in the form of a question (resist the
urge to state it for them). For example, “When you clicked on submit, - What additional business context, priorities come to mind?
where did the data go and what happens next?”. - Does the team have any “asks” of Stakeholders? (support,
resources, information)
If something goes wrong in demo, simply acknowledge it, make a
- What are next steps? Make commitments to follow-ups.
note, and keep moving on.
If helpful, recruit a stakeholder before the review to send a message
or reiterate a point you have been making. This is particularly useful if
ü Summarize Overall – open-up the floor to discuss how things are
your team needs to hear from someone other than you (for example,
going overall.
if the team appears to lack a sense of urgency).
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
Ø Diagnosis of Issues – a consistent or slowly improving velocity is an Two Light-weight Artifacts (and Delivery Dates)
indicator of good health in the Sprint process. If velocity continues to
vary wildly beyond the initial sprints, or continually slows, then there These have already been briefly introduced.
is a good chance that one or more of the following four issues is
happening:
Ø Sprint Backlog – like the Product backlog, the Sprint backlog contains
- User Stories are not fleshed out with enough details and User Stories. It is created at the time of Sprint Planning and contain
clarifications, hence Story Point estimates are not grounded in an the committed stories for the Sprint. The team will take priority stories
understanding of the actual complexity. from the Product Backlog and bring them over into the Sprint Backlog,
- Team isn’t following the estimation process carefully enough; for where they break these down further into implementation tasks and
example “low-balling” estimates or not debating enough their assign more detailed estimates.
different point-of-view to reach consensus.
During the Sprint, stories move from a pending state, into work-in-
- A lack of testing, too many engineering short-cuts, or challenging
progress (when a team member starts work on it), then into a “done”
development environments is creating technical debt or
status (where the story is ready for acceptance criteria validation). A
overheads slowing development and troubleshooting.
story is closed only after acceptance criteria are passed.
- Unplanned work is entering the sprint after it starts. This is likely
to be interruptions or emergencies. The PO should ask for the
team to track time-spent on any substantial unplanned activity to
identify a plan of attack.
Product Owners must assess and help the team address these issues,
otherwise the project loses predictability.
Ø Performance and Comparability – Velocity is not comparable across
teams since Story Points have different meanings to each team.
Product Managers must never use Velocity to evaluate the
performance of a team relative to other teams. Neither must they set
a target in the hope the project will move faster. All Velocity does is
define and defend a sustainable pace for the team to work.
Velocity should slowly improve as teams learn to work better together
and solve underlying issues that are holding them back. The PO should
encourage the team to understand bottlenecks, especially those that
surface in Stand-ups and Retrospectives, and give the team time to
address them.
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
Ø Organization Culture and Maturity – certain organizations struggle Ø Multi-location Teams – one of the twelve principles for Agile is that
with Agile because Management is expected to move away from teams ought to be collocated to maximize natural collaboration.
driving specific product or technology outcomes, setting immovable Unfortunately, in today’s modern technology environment this is
aggressive deadlines, interrupting teams mid-sprint, or overly frequent becoming an unreasonable expectation. Teams might be partially co-
check-ins for updates. Resources are costly and managers are located with some remote members. Or companies might augment
accountable to ensure they are delivering value. Early on, adaptive their teams with outsourced developers who are used to receiving
development methods have difficulty describing exactly what the detailed requirement documents.
product will look like and what when it will be delivered.
The tyranny of distance quickly kicks in – time zone differences,
Compounding these issues, many Agile teams are in the process of language differences, work-styles, lack of face-to-face time that builds
maturing and haven’t mastered reliable communication, velocity, or inherent trust, and level of comfort with conflict all undermine the
predictability. Some team members see ceremonies and other process effectiveness of Agile. Extra structure and more deliberate
as getting in the way of writing code. Particularly for SCRUM Masters, communication is required to compensate.
it requires natural leaders with strong communication skills in the
team to step forward, which you may not have available in spades in Product Management Mitigation:
your engineering team. The self-organizing nature of teams requires ü Explicitly agree overlapping work times, communication channels,
flexibility to change, willingness to work in ambiguity (e.g. making and how issues are escalated (with two-way response times)
estimates) and participate in defining the product (e.g. Isn’t the PM’s
ü Set up video conference links and ensure full-participation in all
job to tell me what to build?). This can be a stretch for many.
ceremonies
Management rightly can’t be expected to step completely back. But ü If possible, assign work in such a way that remote and in-office
neither does Agile need to conflict with management insight and personnel work on independent tasks (e.g. different stories)
control.
Product Management Mitigation: Ø “SCRUMer-Falls” – SCRUM is not intended to be small, sequential
ü Own communication with Stakeholders and ask them to work Waterfall processes compressed into a few week where each cycle has
through you to address scope, timeline, or other concerns a mini-design phase, followed by coding, and then QA. This doesn’t
reduce hand-offs, increase collaboration, or balance team utilization.
ü Make the Sprint Review work spectacularly well for stakeholders
to influence direction and provide feedback that you listen to
While individual stories will typically be assigned to a member of the
ü Show the predictability that can come from measuring a release team to lead – they ought to work in a highly integrated, parallel effort
burn-down, and provide (conservative) updates on date ranges with the rest of the team.
ü Work with Engineering Management to secure a strong SCRUM
Master (perhaps train someone), and develop a close partnership For example, Design and “Front-end” Developers should be frequently
with them (don’t try to do the role yourself) heads-down together on the user interface making tweaks and
agreeing work-arounds. QA should be writing unit tests at the same
time developers are coding, so developers can run these tests at any
time when ready to validate their code.
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
- Now each assigned player picks up and reads the challenge consideration over the next Sprint in your Product Backlog – ensure
they are aligned with, and advance you, towards your goal
on the front of their card, according to these turns:
UX
Stand-up 2 PO 3. Taking each User Story in turn, break it down into implementation
Chicken tasks. Add tasks into the User Story within the backlog (such as
the notes section). – think of tasks as a short “to-do list for each story. Don’t
Stand-up 3 Developer 2 include tasks that you can’t do in the Sprint (this is a sign for a separate story).
QA
Example Task Break-down:
Sprint Review SCRUM Master
Goal: Build a prototype of the Job Search for testing with job seekers
- Do not turn your card over until the team has decided on their User Story: “As job seeker, I can view information about each job that is
action matched by a search” (8)
- Once ready, read the outcome on the back and determine your Prototype Tasks:
resulting Story Points and update the Score Card - Decide changes to UX based on the Usability testing assignment
- Design layout of search results page
10. Sprint Review (3 min) – complete last turn, and finalize Story - Make images and assets in Photoshop
Points - Create a set of canned (“fake”) jobs to show on the search page
11. Sprint Retrospective (10 min) – reconvene as a group and - Code HTML and CSS for page
discuss what you learned from the experience - Test pages are working (they only need to return the canned jobs)
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
4. Estimate each using Story Points using the best practices outlined a. What they have achieved
in this chapter. If there are different opinions of the size within b. What they are working on next
the team, discuss these differences and see if you can agree on a c. What (if any) impediments or dependencies do they have
revised estimate. – try using planning poker. NOTE: do not estimate each task, from completing their tasks
only User Stories. d. If they need some help from the someone else in the rest of
the team
If you are using Pivotal tracker, the tool expects a 1-3 in the estimate field. Instead,
place your Story Points estimate in brackets at the end of the Card. See example
above – the story points estimate of (8) is listed at the end of the story. 10. Agree on an Action Plan: who will work on these issues to keep
the project moving along – don’t solve the problems at the Stand-up but
make sure you follow up later
5. Decide which of the User Stories you are going to commit to in
the next iteration. Move these over into your Sprint backlog. Keep 11. Fill in the Stand-up Ceremony Notes using the template. Include
going until you feel as a team that you have enough scope to - a short summary of the ceremony (which tasks are
commit to over the next cycle. – your Sprint backlog is a separate list from completed and what issues were brought up) – a short
your Product Backlog. Debate, and don’t be afraid of conflict or commitment. paragraph or bullet points
- an Action plan
6. Once you have enough tasks for a full Sprint, stop. Calculate the - your collective opinion of whether you feel your Sprint is “on-
total number of Story Points you aim to complete – this is your track” or not. Elaborate why.
target Velocity.
7. Go through all the tasks in the Sprint plan and assign a lead within
your team for each – this person will be the key person C. Sprint Review
responsible for making sure it gets done (often with other’s help).
Be sure you have an even workload across the team. 12. About a day before Sprint Review
- Contact key stakeholders to confirm attendance, and to
8. Fill in the Sprint Planning Ceremony Notes using the template. review any concerns they have
Document your goal, target velocity, and include a short summary - Schedule and validate demos are working. Ask the team to do
of issues and next steps. Review and sign-off on the checklist. a “dry-run”. Cut any demo that is not ready (partially finished
stories, last minute changes, technical instability, or if the
presenter won’t practice).
B. Daily SCRUM Stand-up– as short as 15 minutes. Assuming a 2-week cycle and - Sketch out a timed agenda (in partnership with the SM) and
Stand-up is not held on Planning or Review day, you will do four a week.
send to all attendee ahead of the review
9. Meet to review progress. Every team member should volunteer:
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Product Management Essentials Chapter 10 – The Product Manager’s Role in Development
13. At the start of the review, remind everyone present (1) what you D. Sprint Retrospective
want to get out of the ceremony (questions, feedback,
celebration), (2) introduce the Sprint Goal and (3) bring up the 20. Have an open conversation about the following topics and
Sprint Backlog on a screen or board. document key points.
- What went well during the Sprint (celebrate!)?
14. As demos are completed make notes for: - What did not go well during the Sprint?
- Any questions or concerns raised by Stakeholders - How is teamwork? What could be improved?
- Any bugs and issues you noticed in the demos - Velocity and Outstanding Stories: If your actual velocity and
- Feedback to give each presenter (did they keep to time, target velocity differ, why do you think that is the case? Were
follow script, skip over areas, need presentation skills all tasks in each story completed? Any stories not “done”,
coaching) why?
- Next steps to follow-up after the review (assign leads to each - Pick 1-3 specific process and collaboration improvements to
and make sure these are followed-up quickly). commit to solve for next Sprint
15. As you go, review the User Stories completed compared to the 21. Fill in the form for your Retrospective Ceremony Notes using the
work you planned to complete. Close the User Stories that you all template.
agree meet the definition of “Done”. Keep open stories that are
not “Done”. – remember there are no “almost dones”
16. Calculate your total Actual Velocity. Compare to your Target
Velocity set during Sprint Planning.
17. Invite an open conversation (see the “Summarize Overall”
questions in the Sprint Review Ceremony section of this Chapter).
18. Wrap-up by celebrating. Review Next Steps, invite positive
feedback, and formally close the Sprint (do it in the backlog tool).
19. Fill in the Sprint Review Ceremony Notes using the template.
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