1. Collaborative Product Visioning
with Scrum
presented by
Lisa Montaño

2. Overview
• Collaborative Product Development
defined
• Leveraging Scrum principles
• Team engagement inspires innovation
• The Product Vision Board – Practicing
collaboration, transparency,
communication with the visual artifact

3. Why Is Collaborative Visioning
Important?
• Motivates and energizes team to delight
customers long term
• Team understands business drivers and is
freed to innovate based on that
understanding

4. Collaborative Visioning Toolkit
• Persona creation
• Needs analysis
• High level feature definition
• Revenue model
• Vision statement

5. Persona Creation & Needs
Analysis
• Inputs
– Market conditions
– Competitive landscape
– Existing offerings
– Sales trends
– Demographic data
• Persona creation
• Define needs product will meet
• What is our product’s value proposition?

6. Define Features
• Emergent Product Development
• Minimum marketable features
• Focus on high-priority features first
• Get feedback
• Flesh out features, build on basics over
time

7. Revenue Analysis
• What is the revenue model for this
product?
• Is this product feasible?
– Do we have the existing capability to
build this product?
– Do we have the distribution network to
sell this product?

8. Product Vision Statement
• What is the purpose of a vision statement?
• What tools can we use to product a vision
statement?
– Product Box
– Elevator Pitch
– Magazine review
– Press Release

9. Putting It All Together: The Product
Vision Board
• Product Vision Board Purpose
• Elements
– Personas
– Needs
– Features
– Value
– Vision
• Audience

10. (Some) Impediments to
Collaboration
• Lack of organizational and/or customer
buy-in
• Urge for control and detailed specifications
• Lack of prioritization by business

11. Overcoming Objections
• Establish a track record of success
• Begin with a Proof-of-Concept
• Focus on Fulfilling customer needs
• Use an emergent product roadmap
• Be a ―Collaboration‖ champion to your
organization

12. Summary
• Collaborative Product Visioning anchors teams for
innovation
• Teams set up to succeed with innovation will delight
customers
• Customer delight will fuel revenue
• Establish a track record of success—start with a proof of
concept
• Focus on meeting customer needs
• Socialize emergent, iterative product development
• Leverage Scrum principles