THE PRODUCT OWNERS DILLEMA & HOW TO SOLVE IT

The Product Owner:s Dilemma

1. How to PRIORITIZE all requirements and suggestions from the different stakeholders on one hand and how to react on the teams suggestions for priorities at the other hand

2. How to be able to give the team the right description of the requirements, so that the DESIGN meets the intentions and how to react to the presented results?

Good design

Bad design

#1 consumer is king

#2 choices everywere

3 miljon dollar button300 million $!

#3 design matters

Who shall we please to get there?How do you solve it?

1. PrioritiesGrounded in the Effect Map and with good understanding of Usage Goals

2. Design skills Design before buildAnswering detail questions in buildEvaluating design suggestions

The solution : UX designer

1. Describe the EBV2. Design for use3. Measure sucess and adapt

Effect Management (Effektstyrning ®)

= Ensure that the solution creates expected business values (EBV)

1. Describe the EBVEffect GoalsUsage Goals

2. Design for use (koncept -> detail=sprints) Based on target groups needs + prioritiesQualities that meets Usage Goals

3. Measure sucess and adapt (sprint + maintenance) Usage testingLog analysis

Ensure that the solution creates expected business values (EBV)

Effect Map ™

1. Describe the EBV

2. Design for use

A/B or Multivariate

testing

Weblogs for KPI:s

3. Measure sucess and adapt

Goal : From 9 to 7 minutesResult: From 9 to 3 minutes

1. UX designer is the PO´s right hand2. UX designer can make decisions for the PO

in the team 3. UX design spec is requirements4. DoD must contain a GO from the UX designer5. UX design takes time! The design must be

well gruounded before the story appears in current sprint. Grooming is the answer.

Quick tips – a summary

• Strategic design

• 10yrs, 4offices, +70

• Industry: Volvo, IKEA, SKF, SAAB, TetraPakPublic sector : Kgl Biblioteket, SystembolagetPrivate Sector: Hemnet, Reseguiden