The Agile community has long proclaimed that “prioritizing by value” in combination with early learning not only results in a front-loaded value curve, but in overall higher project value compared to a traditional plan-driven approach. In addition, a relatively small number of features usually delivers the bulk of a product or application’s ROI, whereas other features fail to address real customer needs and thus don’t deliver much value at all. The crucial difficulty, though, is to identify those rock star ROI features among the vast range of possible things a team could build.

In this session, we will discuss approaches such as feature buckets, impact maps, and testable hypotheses to categorize and validate features so we better understand how they support different stakeholder goals and what “good enough” looks like. While “the more, the better” applies for some features, it is wasteful if applied across the board, so we will also conduct a short activity using the Kano model to explore the impact of customer expectations on the ROI profile of different features.


Outline/Structure of the Talk

  1. Prioritizing by value: where is it and how do we find it?
  2. Separating customer wants, customer needs, and organizational goals
  3. Identifying and validating assumptions about value: from goals to testable hypothesis
  4. Activity: Using the Kano model to understand the impact of customer perception on feature ROI
  5. Takeaways

Learning Outcome

  • Understand that value propositions are based on assumptions that need to be surfaced and validated through experimentation.
  • Become aware that features can support a mix of stakeholder goals and have different ROI profiles
  • Learn about applicable tools and categorization frameworks.

Target Audience

Anybody who cares about building the right thing: Product Owners, Product Managers, Business Analysts, Managers


schedule Submitted 5 years ago