Delivering Value with Product Ops

A Deep Dive into the steps we take to deliver products to consumers

I want to highlight that the purpose of this article is a means of providing you with a different approach - I encourage you to follow your innate curiosity and keep asking why. This is my observations from creating 20+ products to working with 10+ companies from Startups to Fortune 50 in varying levels of product leadership roles.

Before I go into details I want to share this quote (Thanks Sean);

All models are wrong, some are useful. - George Box

The "product development" industry has grown significantly over the past few years, as it's been an extremely desirable role to get into. However, in my viewpoint - the essence of it has been muddied as organizations over-processed it - to the point of micro-managing people, processes, and work deliverables. More often than not we get stuck with prioritizing and creating features for the sake of feature parity or to appease a stakeholder. Most product managers in today's ecosystem are feature managers stuck running Scrum meetings with no real say in what, how, or why things are delivered.

A bit of history

To give a bit of background - we had the Agile Manifesto published back in Feb 2001, and since then several frameworks have been created (the most common being scrum/kanban);

1. Scrum · 2. Kanban · 3. Lean · 4. DSDM or Dynamic Systems Development Method · 5. XP or Extreme Programming · 6. FDD or Feature Driven Development · 7. Crystal · 8. Scaled Agile · 9. SaFE · 10. Shape Up · 11. Custom/Mixture

More recently (June 2022) we've created a wonderful update to the manifesto; Product Manifesto

TDLR; Most companies don't know what this truly means, and definitely do not know how to implement a process that supports it.

And that brings us to today's situation where tech layoffs are plenty as companies are "reducing middle management" to deliver faster, yet aren't addressing the root issues.

Now that the stage has been set - Imagine a software development process that's nimble, efficient, and outcome-driven. The essence of product development, and what we strive to create in our organizations. To empower teams to deliver exceptional value.

Focus on Outcomes, Not Outputs

Traditional methods prioritize feature completion, we want to emphasize delivering tangible benefits for users instead. This shift in perspective ensures that every effort contributes to a meaningful outcome, eliminating the risk of building features that gather dust or doesn't provide any value.

Step-by-Step Breakdown

I want to break down the development process into distinct phases, each meticulously crafted to optimize efficiency and collaboration. Let's dissect how things are built.

1. Capturing the Spark - Idea Intake

Our development journey begins with the Idea Intake process. This phase is crucial for gathering a diverse range of ideas that address genuine user needs. Gone are the days of feature factories churning out functionality for the sake of it. Instead, we focus on capturing the spark of innovation through multiple channels:

• Collaborative Brainstorming: We leverage techniques like group discussions and workshops to generate a wealth of ideas from various perspectives (e.g., customer support, engineering, design).
• Empowering User Voice: We actively seek customer feedback through surveys, user interviews, and usability testing. This ensures the generated ideas directly address user pain points and desired functionalities.
• Internal Innovation Streams: Encourage fellow employees to submit ideas through dedicated platforms or suggestion boxes. This fosters a culture of innovation and leverages the expertise of our internal talent pool.

Ideas: should be short, written down, and to the point.

• Briefly describe your idea (2 - 3 sentences)

• Why is this important (impact)? Why should we solve it?

• Explain the users world before this?

• Explain the users world after this?

Choosing what to focus on

From this list, we'll have a variety of ideas; New Ideas we have, Iterate recently shipped products, Customer problems, Bug Fixing, and Features to help us scale. If we take a Ven Diagram they'll typically fall under 2 categories;

1. New experience - look at this cool new way of solving this problem
2. Time efficiency - look how fast we can solve this problem now
3. A mixture of both - look how cool and fast we can solve this problem now

Ruthlessly prioritize each idea based on your predefined framework. Consider factors like potential impact on users, feasibility with current resources, and alignment with the overall product vision.

2. Unveiling the Why - Discovery

Following the initial spark of ideas, the Discovery Phase dives deep to truly understand the chosen concept and its potential to solve user problems. Here, we meticulously research and analyze to validate our assumptions and ensure we're on the right track.

• Problem Identification & Research: We revisit the core problem the idea aims to solve. Through user research (e.g., customer interviews) and data analysis (e.g., user behavior patterns), we can gain a profound understanding of the user's perspective and their current challenges.
• Customer Data & Research Review: We scrutinize all available customer data, including UX research (if applicable) and any ancillary feature data, to glean insights into user needs and preferences.
• Competitor UX/Features & Goal Alignment: We conduct a competitive analysis, examining competing products' features and user experience (UX). This allows us to benchmark our idea and ensure it offers a differentiated solution. We then re-align with the product goals to guarantee the chosen direction remains on target.
• Prioritization & Impact/Feasibility Assessment: Finally, we revisit prioritization. By factoring in the findings from this phase (e.g., customer feedback, technical feasibility), we ruthlessly re-prioritize ideas if necessary. This ensures we're pursuing the concepts with the most significant impact and achievable development timelines.

Through this rigorous process of discovery, we transform a promising idea into a well-defined solution with a validated reason for existing.

3. Igniting the Flame - The Product Pitch

Here's where the entrepreneurial spirit truly ignites! Building on the validated concept from Discovery, this phase involves crafting a compelling product pitch. Think of it as the moment where individuals take ownership of their ideas and become passionate advocates for their creation.

Empowering Champions: We encourage a culture where team members champion their chosen ideas. This fosters a sense of ownership and fuels the creative fire within individuals. By providing dedicated tools and resources, we equip them with what they need to craft persuasive pitches.

Storytelling with Impact: The focus shifts from technical specifications to a compelling narrative. Teams learn to tell the story of their product, highlighting the problem it solves and the value it delivers to users. This emotional connection resonates with stakeholders and secures buy-in for the project.

Embracing Calculated Risks: Entrepreneurs understand calculated risks are inevitable. The pitch acknowledges potential challenges and outlines a mitigation plan. This demonstrates a proactive approach and instills confidence in the viability of the idea.

Investor Mindset: We guide teams to think like investors. This means emphasizing the potential return on investment (ROI) for the company. By quantifying the projected impact on user engagement, revenue, or other key metrics, the pitch becomes a persuasive business case.

For Pitch structure; I recommend answering these points;

• Problem - Articulate the problem that this piece of work addresses. The raw idea, a use case, or something we’ve seen that motivates us to work on this 1) What is the status quo and why does that not work? 2) Why does the problem matter? 3) Why is this the right time to address this problem?
• Solution - The core elements we came up with, are presented in a form that’s easy for people to immediately understand. (quick sketch)
• Research - Market, User, and Competitor Research
• Risk - Highlight important solution details and exclude non-essential functionality or use cases to prevent issues.
• Success - What is the outcome we are expecting to achieve?
• Marketing Plan - What is the go-to-market strategy? Do we have a clear understanding of customer acquisition?

A checklist to answer some of these could look something like this;

• Did you conduct an expectations meeting? (invite some stakeholders and discuss their expectations from this endeavour, it'll help you to get an idea what to do)
• Did you conduct user research? (interviews, surveys, social questions, analytical data)
• Did you discuss the solution with product team and check the pricing strategy?
• Did you discuss the solution with the UX team?
• Did you discuss the solution with analytics, media, Biz dev teams?
• Did you align project success criteria with the companies / teams goals?
• Did you discuss the solution with a developer and they agree it's shippable? (consult with at least 2)
• Did you discuss how we educate users about the changes and release strategy? (Onboarding & Release)
• It's your solution shippable within the time box? (Including testing, tracking, etc.)

The product pitch isn't just a presentation; it's the culmination of a team's dedication and belief in their idea. By fostering this entrepreneurial spirit, we ignite the flame that propels promising concepts forward into the development stages.

4. Betting on the Future - The Betting Table

After the passionate pitches, we convene for a collaborative decision-making process known as “The Betting Table.” Here, key stakeholders evaluate each proposed idea based on a predefined criteria. This ensures we prioritize ruthlessly, focusing on the concepts with the greatest potential to deliver value to our users and the business. I loved this concept from the Shape Up metholodgy to get everyone on the same page and align. Having everyone in the company decide - this is what is important to us and our customers.

This is the Value Language

Some of the typical questions considered during the Betting Table include:

• Does the problem truly matter? We assess if the problem the idea addresses is a significant pain point for our target audience.
• Is the appetite right? We consider if the idea can be realistically completed within a designated timeframe and with available resources.
• Is the solution attractive? We evaluate if the proposed solution is truly the most effective way to address the identified problem. Are there better alternatives we haven't considered?
• Is this the right time? We factor in the current product roadmap and priorities. Does this idea align with our overall strategic vision, or should it wait for a more opportune time?
• Are the right people available? We ensure the team has the necessary expertise and capacity to successfully develop the chosen idea.

Through this rigorous evaluation process, we reach a consensus on the ideas that will progress to the next phase. The Betting Table fosters transparency, collaboration, and ensures our development efforts are aligned with the overall product vision and business goals.

5: Building the Dream - Adaptable Execution

With a clear roadmap established through the Betting Table, we now shift our focus towards project execution. This phase involves meticulous time boxing and efficient allocation of resources to bring the product vision to life. The key here is understanding the scope;

Must have:

• Your project's core requirements

Nice to have:

• Anything you want but don't strictly need

Not in scope:

• Anything you don't want to include

• Scheduling and Executing: Fosters an iterative approach, allowing for continuous feedback loops and adjustments based on evolving needs or market demands.
• Collaborative Workflows: We prioritize transparent communication and collaboration across the development team. Tasks are clearly defined and progress is tracked, ensuring everyone is aligned and potential roadblocks can be addressed swiftly.
• Focus on Outcomes: The core principle remains - delivering tangible outcomes. Every development decision is meticulously evaluated to ensure it contributes to a meaningful purpose and avoids building features that don't provide true value.

Through this collaborative and iterative approach, we ensure the development process is efficient, transparent, and focused on delivering exceptional value to our users.

6: Delivering the Dream - Tangible Outcomes

Throughout the development process, well-defined deliverables act as the building blocks that materialize the product vision. A deliverable is a tangible output produced at the completion of a specific phase. Clearly outlining these deliverables from the outset sets expectations, fosters clarity, and promotes accountability within the team.

Think of it as a roadmap: Each deliverable marks a crucial milestone on the journey towards the final product launch. It ensures everyone's on the same page, minimizes confusion, and keeps the project on track.

Who Owns What? Assigning Ownership

Assigning clear ownership to each deliverable is crucial for an efficient development process. This ensures everyone understands their accountabilities and fosters a sense of ownership within the team.

Here are some common deliverables you might encounter while building:

• Technical Specifications: Translating the product vision into clear, actionable instructions for the engineering team. It outlines the technical requirements, system architecture, and functionalities needed to build the feature(s).
• Mockups and Prototypes: These visual representations of the product's design and functionality are used to gather user feedback and iterate on the design. This ensures we're building something users truly want and need.
• User Acceptance Testing (UAT) Plan: A documented plan outlining the process for testing the product and ensuring it meets user requirements. This rigorous testing phase guarantees a high-quality final product.
• Marketing and Sales Materials: These are the assets required to promote the product to the target market, such as brochures, presentations, or website copy. Effective communication is key to a successful product launch.

By clearly defining deliverables and assigning ownership, you lay the foundation for a smooth and efficient development process. This ensures everyone on the team is working towards the same goals and that the project is delivered on time and within budget.

7: Feedback & Iteration - The Design Loop

We've reached a crucial juncture in the design phase – the feedback and iteration loop. This stage is all about gathering user insights and leveraging them to continuously refine our product concept. It's the cornerstone of a user-centric design approach, ensuring we're building something users truly want and need.

The Power of User Feedback:

Imagine pouring your heart and soul into crafting a product, only to discover upon launch that it misses the mark entirely. User feedback is the antidote to this scenario. By actively soliciting and analyzing user perspectives throughout the design process, we minimize the risk of developing features that nobody wants.

Gathering User Insights:

There's a treasure trove of user insights waiting to be unearthed. Here are a few techniques to consider:

• User Interviews: In-depth conversations with target users allow you to understand their needs, motivations, and pain points on a deeper level.
• Usability Testing: Observe users interacting with prototypes or mockups to identify usability issues and areas for improvement.
• Surveys & A/B Testing: Gather quantitative data through surveys and conduct A/B testing of different design elements to determine user preferences.

By employing a variety of user research methods, we paint a comprehensive picture of the user experience.

Refining the Design:

Once the user feedback is collected, it's time to analyze it and translate those insights into action. This might involve:

• Iterating on Prototypes: Based on user feedback, prototypes are refined and improved to address usability issues and enhance the user experience.
• Re-evaluating Design Decisions: No design decision is set in stone. User feedback may necessitate revisiting initial design choices to ensure optimal alignment with user needs.
• Prioritizing Features: User feedback can shed light on which features are most valuable and in demand. This can inform feature prioritization and ensure development resources are allocated effectively.

The feedback and iteration loop is an ongoing process. As we gather more user insights, we continue to refine and improve the design, increasing the likelihood of launching a product that resonates with our target audience.

Design thinking is a human-centered approach to problem-solving that prioritizes understanding the user’s needs. It’s an iterative process that involves five key stages:

• Empathize: The first step involves gathering information about the target audience and empathizing with their needs and challenges.
• Define: Here, you synthesize the information collected about the users and define the core problem you’re trying to solve.
• Ideate: Brainstorm a multitude of creative solutions to the identified problem.
• Prototype: Develop a basic, functional representation of your most promising ideas to gather user feedback.
• Test: Validate your assumptions by testing the prototypes with real users and iterating on the design based on their feedback.

Benefits of Design Thinking

By incorporating design thinking into the development process, you enjoy several advantages:

• Reduced Risk of Failure: Understanding user needs upfront minimizes the risk of developing products that nobody wants.
• Enhanced Creativity: The design thinking process fosters creative thinking and encourages the exploration of unconventional solutions.
• Improved User Experience: By prioritizing user needs throughout the design process, you can create products that are not only functional but also enjoyable to use.
• Increased Innovation: Design thinking fosters a culture of innovation and encourages the exploration of new ideas and solutions.

The feedback and iteration loop is an ongoing process. As we gather more user insights, we continue to refine and improve the design, increasing the likelihood of launching a product that resonates with our target audience.

8: Shaping the Future - Design Handoff & Refinement

Having meticulously crafted the product design through user research and feedback loops, and continuing to align with the full team. Here, the focus shifts from the broad concept to meticulously defining the final features and functionalities that will be handed off to the development team.

Collaboration is Key:

This phase is a collaborative effort between designers, product managers, and engineers. Designers translate the user-centric vision into detailed specifications, wireframes, and prototypes. Product managers work hand-in-hand with both designers and engineers to ensure the features align with product goals, priorities, and technical feasibility. Open communication and close collaboration are paramount during this shaping stage.

From Vision to Spec:

Here are some key deliverables that emerge during the handoff:

• Detailed User Stories: These concise narratives outline the functionalities from the user's perspective, ensuring everyone understands the purpose and value of each feature.
• Comprehensive Style Guide: This document establishes a consistent visual identity for the product, encompassing everything from color palettes and typography to iconography and layout principles.
• Interactive Prototypes: These high-fidelity prototypes allow for realistic user testing and refinement before development begins, minimizing the risk of building features that don't meet user needs.

By clearly defining the product's features and functionalities, we ensure a smooth handoff to the development team. This meticulous shaping phase lays the foundation for a successful development process and ultimately, a product that delivers exceptional value to users

9: Building the Dream - Focus & Execution

This is where the magic happens and the product vision takes shape. Here, ensuring streamlined collaboration becomes paramount. This approach breaks down the development process into manageable chunks. Focusing on delivering a clearly defined set of features and functionalities by the end of the cycle.

The team is;

• Building in the right sequence
• Show progress
• Discuss what’s unknown and solved
• Refactoring scopes, not features
• Update specs and documentation
• Deploy everything

But how do we foster a productive environment without getting bogged down in excessive meetings? The answer lies in a strategic combination of asynchronous communication and well-defined meetings.

Combating Meeting Overload:

Let's face it, meetings can be time consumers. The key is to minimize unnecessary meetings and maximize the effectiveness of the ones we do hold.

• Clearly Defined Agendas: Every meeting should have a clear objective and a concise agenda circulated beforehand. This ensures everyone arrives prepared and the discussion stays focused.
• Shorter Meetings: Challenge the assumption that meetings need to be an 30 mins - hour long. Consider shorter, more focused meetings of 15 minutes or less to maintain engagement and productivity. (I aim for 2 - 15 min/each week/each team as pulse checks)
• Asynchronous Communication: Not everything or everyone is meeting required. Leverage asynchronous communication tools - instant messaging, and email to share information and facilitate discussions at individual paces.

Here's a simplified breakdown of a typical build cycle:

• Planning & Prioritization: The team collaborates to define the tasks that need to be completed.
• Development & Testing: The development team focuses on building the planned features and functionalities. Rigorous testing occurs throughout this phase to ensure quality.
• Review & Retrospection: The cycle concludes with a review session where lessons learned are discussed and improvements for future cycles are identified.

10: Unleashing the Dream - Delivery & Measurement

We've reached the culmination of our design and development journey – the moment of delivery! The product is polished, rigorously tested, and ready to conquer the world (or at least your target market). But the story doesn't end here. A successful launch is just the beginning of an ongoing cycle of learning and improvement.

Delivering on Our Promises:

Remember those ambitious goals and success metrics you outlined in the initial pitch? Now's the time to assess how effectively we've delivered on those promises. Here are some key areas to consider:

• User Adoption: Track metrics like active users, daily/weekly usage, and time spent on the platform to gauge user engagement and product adoption.
• Goal Achievement: Did the product achieve the specific goals outlined in the initial pitch? For example, if you aimed to increase user conversions by 20%, have you achieved that target?
• User Satisfaction: Gather user feedback through surveys, reviews, and support tickets to understand their experience and identify areas for improvement.

By closely monitoring these metrics, you gain valuable data-driven insights that fuel the next iteration cycle.

Continuous Improvement:

The development process is not a linear one. Building on the foundations laid throughout the previous phases, we continuously iterate based on user feedback and market demands. This ensures our product remains relevant, valuable, and continues to deliver exceptional experiences for our users.

The Final Word: Building a Culture of Measurement

Success isn't a destination, it's a journey. By fostering a culture of measurement throughout the entire development process, we gain valuable insights that enable us to continuously refine and improve our product. This commitment to measurement ensures that as we unleash our dreams into the world, we deliver products that truly make a difference for our users.