how to survive product feature prioritization (and still get what you want)
DESCRIPTION
Talk about prioritization @ ProductTank MunichTRANSCRIPT
Stephen Strubel Head of Multiscreen Development - ProSiebenSat.1 Digital GmbH @sstrubel #producttankmunich
PRIORITIZATIONHOW TO SURVIVE PRODUCT FEATURE
(AND STILL GET WHAT YOU WANT)
Trying to survive…
www.flickr.com/photos/dunechaser/2630435014/
The ultimate product question
HOW DO YOU KNOW WHAT’S IMPORTANT?
Pick two
BETTER
FASTER CHEAPERNO
short term sales requirements vs. long term product vision
user features vs. architecture functions
objectivity vs. agility
creating new features vs. optimizing existing ones
Intuitive approach
„Did [assistant of CEO] send you the spreadsheet with [5 gazillion unprioritized] feature requests?“
- Chief Product Officer
„[Important sales client] wants to be sponsor of the app. We just
need to implement [ridiculously big advertising] on all pages. “
- Senior Sales Manager
„When are you going to launch the app for my [device that must have
been stolen from a museum] ?“- Potential user
„Now that you have some time, we need [min. 4 sprints] to implement
[shiny new tech tool].“- Chief Technical Officer
„Based on [data available two days after launch] we will need to
[redesign the whole UI].“- Director Marketing
Roadmap process
Set goalsCollect ideasValidate ideasSet prioritiesDefine releases / roadmapGet buy-inCommunicate roadmapExecute
Kano Model
KJ-Method
Outcome driven innovation
Pirate metrics (AARRR)
Amazon approach
Frameworks / Methods
HOW WE PRIORITIZE
123
Increase retention
Drive registrations
Video views / user
Pick & rank your themes
Set up scoring matrix
Key Prioritization Items Weak (1) Moderate (3) Strong (5) Weighting
Business Value
Customer Benefit - Level of need - Frequency of need - Urgency of solution
Minor annoyance or small benefit; happens rarely; not
urgent.
Solves some moderate pain or provides some interesting benefit;
occurs often enough to notice; wants a solution sooner than later.
Solves a major customer pain or provides a significant benefit;
Occurs often; needs a solution as soon as possible.
100%
Opportunity Size - % of customers impacted - market share of relevant platform
Less than 10% of customers potentially impacted.
About 50% of customers impacted. 80%+ customers impacted or can benefit. 100%
Strategic Alignment - Drives primary KPIs - Aligns to objectives - Importance to business
Weak impact on primary KPIs; weak alignment to strategic
objectives; some importance to business.
Good impact on primary KPIs; mostly aligned to strategic;
important to business.
High impact on primary KPIs; strong alignment to strategic objectives; very important to
business 100%
Customer Satisfaction - Delights customer - Improves retention/avoids churn - Reduces support costs - Enables new capabilities
Positively affects some customers occasionally or in minor ways; Little impact on
churn; Little impact on support costs.
Positively affects many customers occasionally or some customers often; Anticipates some churn
without it; Reduces support costs
Positively affects all customers often or in major ways; Reduces known churn; Reduces known
support costs. 100%
Implementation Complexity
App Development - Resources - Capital Costs - Schedule - Confidence
Low resource need; Little or no capital cost to develop;
Schedule < 0,5 week; high confidence in estimates and
technical ability
Moderate resource need; Moderate capital cost to develop; Schedule < 2 weeks; moderate confidence in
estimates and technical ability
Requires multiple resources and skill-sets for greater than 4 weeks; High capital cost to develop; Low confidence in estimates or technical ability
100%
Backend Development - Resources - Capital Costs - Schedule - Confidence
Low resource need; Little or no capital cost to develop;
Schedule < 0,5 week; high confidence in estimates and
technical ability
Moderate resource need; Moderate capital cost to develop; Schedule < 2 weeks; moderate confidence in
estimates and technical ability
Requires multiple resources and skill-sets for greater than 4 weeks; High capital cost to develop; Low confidence in estimates or technical ability
100%
Score your features
Business Value Implementation Complexity
Summary Customer Benefit
Opportunity Size
Strategic Alignment
Customer Satisfaction
Business Value Subtotal App Dev Backend Dev Complexity
Subtotal 100% 100% 100% 100% 100% 100% DRM Player 5 4 5 3 17 5 5 10 Editorial playlists 3 4 5 4 16 4 3 7 Revolverplay 3 3 4 4 14 1 0 1 Recommendations (EasyRec) 3 4 4 3 14 2 3 5 Offline viewing 4 4 3 3 14 5 5 10 Extend Mediathek with additional categories 3 4 3 3 13 3 2 5 Continuous Play 4 3 2 4 13 4 2 6 Lazy loading for sushis 2 5 2 3 12 2 3 5 Google Conversion Tracking 1 3 4 3 11 1 0 1 Player end screen recommendations 1 3 3 4 11 1 0 1 PN for videos about to expire 3 3 2 3 11 3 0 3 Extend Live TV with free web-only livestreams 2 3 3 3 11 5 5 10 Extended search results 3 3 1 3 10 2 2 4 VoD content from P7 Maxx & S1 Gold 2 2 3 2 9 3 2 5 VoD recos for live TV shows 1 3 2 3 9 3 3 6 VoD recos for EPG entries 1 3 2 3 9 3 3 6 Chromecast 2 1 2 4 9 4 5 9 Play watchlist videos as playlist 2 2 2 2 8 1 0 1 Control Smart TV via mobile device 2 2 1 3 8 5 0 5 Internal P7S1 app store 1 3 2 1 7 2 0 2
Value-Complexity-Matrix
1 Revolverplay
2 Google Conversion Tracking
3 Player end screen recommendations
4 PN for videos about to expire
5 Recommendations (EasyRec)
6 Extend Mediathek with additional categories
7 Editorial playlists
8 Continuous Play
9 Play watchlist videos as playlist
10 Lazy loading for sushis
11 Extended search results
12 DRM Player
13 Offline viewing
14 VoD content from P7 Maxx & S1 Gold
15 Internal P7S1 app store
16 Extend Live TV with free web-only livestreams
17 Control Smart TV via mobile device
18 VoD recos for EPG entries
19 VoD recos for live TV shows
20 Chromecast
0
10
20
0 5 10
Bus
ines
s Va
lue
Complexity
18 19 20
17
14
10
6
11
9 15
8
7
5
12
13
16 4 2 3
1 Prio 1
Never
Prio 2
Prio 3
Roadmap & Release Plan
Know your goals
1 2 3Communicate
clearly and oftenFocus on execution
Know your goals1Set and articulate the vision of where you want to be
Set key results so you can measure your success
Get quantitative data to support your hypothesis
Validate your hypothesis
Communicate clearly and often2Set up a process so that everybody can provide input
Communicate not just the roadmap, but the process behind it
Use whatever is needed to sell your ideas
You can’t make everybody happy
Focus on execution3Get someone to support your ideas
Be deliberate about scope
Things will change
Time to take a deep breath
Know your goals
1 2 3Communicate
clearly and oftenFocus on execution
NOW GO AND BUILD GOOD PRODUCTS!
* Actually, don’t go yet! There is lots more good stuff coming…
*
