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I have an idea!
How to transform what is in your boss’ head into
something deployable.
Rubén Orta Magán
CTO Grupo Antevenio
email: rorta@antevenio.com
blog: http://devspoke.com
twitter: @agileando
linkedin: es.linkedin.com/in/rubenorta
slideshare: es.slideshare.net/agileando
github: github.com/rubenorta
The Cowboy Coder
The Cowboy Coder
That
Sucked!
The Consultant
The Consultant
That
Sucked!That
Sucked!
The Agilist
The Agilist
This still
sucks!
What I have built ?
an affiliate network ( dead )
two email marketing platform
two landing page builders
a transactional email service
a kpi management tool
a co-registration platform
an xml feed processing tool
a twitter users ranking (dead)
a fashion portal
a job portal
an ecommerce ( fashion )
a social travel site
two deals aggregators
The Framework
Our Framework
[1] The Idea
[2] The Vision
[3] Research
[4] User Persona Definition
[5] Inception
[6] Storyboards
[7] User Stories Workshop
[8] User Story Mapping
[9] Build
I have an
idea!
Iiiiiii haaaave an
ideeeeeeea!
“I hate to tell you, but you have very little. Ideas are easy.
Implementation is hard. Keep thinking.”
Guy Kawasaki
“Execution really shapes whether your company takes off
or not. A lot of people start out with an exciting thing and
they want to take over the world, but really the people
who do take over the world have a good plan of how to
get there and the steps along the way.”
Pete Cashmore
“Ideas are commodity. Execution of them is not.“
Michael Dell
Everyone have ideas
[2] The Vision
WHO:
General Manager, Marketing, Product Owner, User
Experience, Sales
DURATION:
2 Hours
DELIVERABLES:
The Product Vision Board
MATERIALS:
Paper, Post-It, WhiteBoard
[2] Product Vision Board
VISION
Crisp summary of the vision / idea.
TARGET
GROUP
Which market segment does the
product address?
Who are the target users and
customers?
NEEDS
Which needs does the
product support?
How does it create value for
its users?
Which emotions will it
evolve?
PRODUCT
What are the three to five
top features?
What are its unique selling
points?
VALUE
How is the product going
to benefit the company?
Will it, for instance,
increase revenue, enter a
new market, develop the
brand, reduce cost, create
valuable knowledge?
BARRIERS BARRIERS BARRIERS BARRIERS
[2] Example
VISION: Travel to the moon
TARGET
GROUP
Astronauts
USA Government
NEEDS
Allow travel to outer space.
Roundtrip transport to the
moon with humans.
PRODUCT
1. Roundtrip to the
moon.
2. Human safe
3. Communication
system between
earth and starship.
VALUE
Be the first country to
put a man in the
moon.
Winning USSR in the
space race
This is an idea of ​​JFK but hasn’t the full
support of the Senate.
Gravity. There is no oxygen in the
stratosphere.
We Only have managed to put
men in orbit
USSR was the first country to
put a man in orbit
[3] Research
WHO:
Marketing, User Experience, Sales, Support
DURATION:
2 hours interview definition, 1-2 weeks to research
DELIVERABLES:
Qualification questionnaire, Research Documents
MATERIALS:
Paper, Phone, Email.
[3] Research
[1] Competitive analysis
[2] Market sizing
[3] Identifying neglected and growing user segments
[4] Differentiation ( Price, Promotion, Design….)
[5] Find the early adopters
[3] How is an early adopter ?
[1] He has a problem
[2] He’s aware that has a problem
[3] He’s using substitutes (other products) or a workaround
[4] He’s actively looking for a solution
[5] He has a budget
[4] Persona
WHO:
User Experience, Product Owner
DURATION:
½ day
DELIVERABLES:
User Persona
MATERIALS:
Paper
[4] User Persona
PICTURE &
NAME
DETAILS GOAL
What does the person looks
like?
What is its name?
Choose a picture and a name
that are representative, and
that allow you to develop
sympathy for that persona.
What are the person’s relevant
characteristics and behaviours?
Consider demographics, spare
time activities, attitudes, and
common tasks, for instance.
Why would the persona want to
buy or use the product?
What problems should the
product solve?
What benefits does the persona
want to archive?
If there are multiple problems
or benefits, identify the main
one and put it at the top
[4] Example
PICTURE &
NAME
Neil Armstrong
DETAILS
Age: 39 years old
Job: Astronaut
At age 6 he had the opportunity to fly
in an airplane. Before having a driver's
license and earn the airplane pilot's
license.
He has participated in the Korean War,
making 78 successful missions. After
his retirement as a pilot, he passed the
examinations for astronaut and he is
currently working for the government
of the USA.
He is ambitious and eager to conquer
the world person.
"I think all men have a finite number of
heartbeats. I have no intention of
spending any of mine "
OBJECTIVES
He wants to be a member
of the first expedition to
the Moon.
He wants to survive the
expedition.
He wants to help his
country.
[5] Inception
WHO:
Product Owner, Scrum Master, Developers, UX, Design
DURATION:
1-2 days
DELIVERABLES:
Inception Deck
MATERIALS:
Post-It, Color Pen, WhiteBoard
[5] Inception
[1] Why are we here ?
[2] Elevator pitch
[3] Design a product box
[4] Create a NOT List
[5] Meet your neighbors
[6] Show the solution
[7] Ask what keeps us up at night
[8] Size it up
[9] Be clear on what’s going to give
[10] Show what it’s going to take
[5] Inception
[1] Why are we here ?
[2] Elevator pitch
[3] Design a product box
[4] Create a NOT List
[5] Meet your neighbors
[6] Show the solution
[7] Ask what keeps us up at night
[8] Size it up
[9] Be clear on what’s going to give
[10] Show what it’s going to take
[6] Storyboards
WHO:
Product Owner, Scrum Master, UX
DURATION:
From an hour to a day per artifact
DELIVERABLES:
Storyboards + paper prototypes
MATERIALS:
Paper, Color Pens
[6] Example
Mar de la
Tranquilidad
0º42'50"N-23º42'28"E
Escaleras salida
al exterior.
Casco, Guantes,
Botas, Módulo
Supervivencia,
Cuerpo
Es un pequeño
paso para el
hombre pero un
gran paso para la
humanidad.
Zona Control,
Camara
Aislamiento
Apertura
Puertas,
Sistema TV
ACTIVITY NAME: Moon walk
The lunar module is on
the surface of the moon.
Neil checks that all equipment
worn is correct and working.
After the check he moves to
the isolation chamber to
proceed to the departure of
the ship.
His partner Buzz opens the
doors of the lunar module and
turn on the communication
systems.
Neil descends the stairs
and step on the lunar
surface.
After taking a few steps
on the lunar surface
sends a message to earth.
[7] User Stories Workshop
WHO:
Product Owner, Scrum Master, Developers, UX
DURATION:
1 Day
DELIVERABLES:
Product Backlog
MATERIALS:
Post-It, Cards, Color Pens
[7] User Story
<Theme> <Priority> <Size>
As a <type of user>, I want <some
goal> so that <some reason>.
Definition(s) of Done:
Given a <type of user>,
when <some action>,
then <some result>
[7] Example
Moon Landing, 5, 13
As Neil, I want to use a space suit so
that i can walk in the moon.
Definition(s) of Done:
Given an astronaut, in the lunar
module, wearing a spacesuit
when he walk in the moon,
then he can breath and stay warm.
[8] User Story Mapping
WHO:
Product Owner, Scrum Master, Developers, UX
DURATION:
½ Day
DELIVERABLES:
RoadMap + MVP
MATERIALS:
Product Backlog, Post-IT, Color Pens
[8] User Story Mapping
US 1.1
US 1.2
US 1.3
PRIORITY
TIME
ACTIVITY 1 ACTIVITY 2 ACTIVITY 3
[8] User Story Mapping
US 1.1
US 1.2
US 1.3
MVP
V.1
V.2
PRIORITY
TIME
ACTIVITY 1 ACTIVITY 2 ACTIVITY 3
[9] Build
WHO:
Product Owner, Scrum Master, Developers, UX
DURATION:
2 Weeks * Sprint
DELIVERABLES:
Sprint backlog, a new product or a new feature
MATERIALS:
Whiteboard, task repository, computers
[9] Build with Scrum
product
backlog
sprint
backlog sprint delivery
feedback
planning
retrospective
daily
demo
Takeaways
[1] Define the problem
[2] Research about the activity
[3] Construct an hypothesis
[4] Test
[5] Change your way of work
Recommended books
Any questions ?
Gracias!
Thanks!
@agileando

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I have an idea!

  • 1. I have an idea! How to transform what is in your boss’ head into something deployable.
  • 2. Rubén Orta Magán CTO Grupo Antevenio email: rorta@antevenio.com blog: http://devspoke.com twitter: @agileando linkedin: es.linkedin.com/in/rubenorta slideshare: es.slideshare.net/agileando github: github.com/rubenorta
  • 9. What I have built ? an affiliate network ( dead ) two email marketing platform two landing page builders a transactional email service a kpi management tool a co-registration platform an xml feed processing tool a twitter users ranking (dead) a fashion portal a job portal an ecommerce ( fashion ) a social travel site two deals aggregators
  • 11. Our Framework [1] The Idea [2] The Vision [3] Research [4] User Persona Definition [5] Inception [6] Storyboards [7] User Stories Workshop [8] User Story Mapping [9] Build
  • 14. “I hate to tell you, but you have very little. Ideas are easy. Implementation is hard. Keep thinking.” Guy Kawasaki “Execution really shapes whether your company takes off or not. A lot of people start out with an exciting thing and they want to take over the world, but really the people who do take over the world have a good plan of how to get there and the steps along the way.” Pete Cashmore “Ideas are commodity. Execution of them is not.“ Michael Dell Everyone have ideas
  • 15. [2] The Vision WHO: General Manager, Marketing, Product Owner, User Experience, Sales DURATION: 2 Hours DELIVERABLES: The Product Vision Board MATERIALS: Paper, Post-It, WhiteBoard
  • 16. [2] Product Vision Board VISION Crisp summary of the vision / idea. TARGET GROUP Which market segment does the product address? Who are the target users and customers? NEEDS Which needs does the product support? How does it create value for its users? Which emotions will it evolve? PRODUCT What are the three to five top features? What are its unique selling points? VALUE How is the product going to benefit the company? Will it, for instance, increase revenue, enter a new market, develop the brand, reduce cost, create valuable knowledge? BARRIERS BARRIERS BARRIERS BARRIERS
  • 17. [2] Example VISION: Travel to the moon TARGET GROUP Astronauts USA Government NEEDS Allow travel to outer space. Roundtrip transport to the moon with humans. PRODUCT 1. Roundtrip to the moon. 2. Human safe 3. Communication system between earth and starship. VALUE Be the first country to put a man in the moon. Winning USSR in the space race This is an idea of ​​JFK but hasn’t the full support of the Senate. Gravity. There is no oxygen in the stratosphere. We Only have managed to put men in orbit USSR was the first country to put a man in orbit
  • 18. [3] Research WHO: Marketing, User Experience, Sales, Support DURATION: 2 hours interview definition, 1-2 weeks to research DELIVERABLES: Qualification questionnaire, Research Documents MATERIALS: Paper, Phone, Email.
  • 19. [3] Research [1] Competitive analysis [2] Market sizing [3] Identifying neglected and growing user segments [4] Differentiation ( Price, Promotion, Design….) [5] Find the early adopters
  • 20. [3] How is an early adopter ? [1] He has a problem [2] He’s aware that has a problem [3] He’s using substitutes (other products) or a workaround [4] He’s actively looking for a solution [5] He has a budget
  • 21. [4] Persona WHO: User Experience, Product Owner DURATION: ½ day DELIVERABLES: User Persona MATERIALS: Paper
  • 22. [4] User Persona PICTURE & NAME DETAILS GOAL What does the person looks like? What is its name? Choose a picture and a name that are representative, and that allow you to develop sympathy for that persona. What are the person’s relevant characteristics and behaviours? Consider demographics, spare time activities, attitudes, and common tasks, for instance. Why would the persona want to buy or use the product? What problems should the product solve? What benefits does the persona want to archive? If there are multiple problems or benefits, identify the main one and put it at the top
  • 23. [4] Example PICTURE & NAME Neil Armstrong DETAILS Age: 39 years old Job: Astronaut At age 6 he had the opportunity to fly in an airplane. Before having a driver's license and earn the airplane pilot's license. He has participated in the Korean War, making 78 successful missions. After his retirement as a pilot, he passed the examinations for astronaut and he is currently working for the government of the USA. He is ambitious and eager to conquer the world person. "I think all men have a finite number of heartbeats. I have no intention of spending any of mine " OBJECTIVES He wants to be a member of the first expedition to the Moon. He wants to survive the expedition. He wants to help his country.
  • 24. [5] Inception WHO: Product Owner, Scrum Master, Developers, UX, Design DURATION: 1-2 days DELIVERABLES: Inception Deck MATERIALS: Post-It, Color Pen, WhiteBoard
  • 25. [5] Inception [1] Why are we here ? [2] Elevator pitch [3] Design a product box [4] Create a NOT List [5] Meet your neighbors [6] Show the solution [7] Ask what keeps us up at night [8] Size it up [9] Be clear on what’s going to give [10] Show what it’s going to take
  • 26. [5] Inception [1] Why are we here ? [2] Elevator pitch [3] Design a product box [4] Create a NOT List [5] Meet your neighbors [6] Show the solution [7] Ask what keeps us up at night [8] Size it up [9] Be clear on what’s going to give [10] Show what it’s going to take
  • 27. [6] Storyboards WHO: Product Owner, Scrum Master, UX DURATION: From an hour to a day per artifact DELIVERABLES: Storyboards + paper prototypes MATERIALS: Paper, Color Pens
  • 28. [6] Example Mar de la Tranquilidad 0º42'50"N-23º42'28"E Escaleras salida al exterior. Casco, Guantes, Botas, Módulo Supervivencia, Cuerpo Es un pequeño paso para el hombre pero un gran paso para la humanidad. Zona Control, Camara Aislamiento Apertura Puertas, Sistema TV ACTIVITY NAME: Moon walk The lunar module is on the surface of the moon. Neil checks that all equipment worn is correct and working. After the check he moves to the isolation chamber to proceed to the departure of the ship. His partner Buzz opens the doors of the lunar module and turn on the communication systems. Neil descends the stairs and step on the lunar surface. After taking a few steps on the lunar surface sends a message to earth.
  • 29. [7] User Stories Workshop WHO: Product Owner, Scrum Master, Developers, UX DURATION: 1 Day DELIVERABLES: Product Backlog MATERIALS: Post-It, Cards, Color Pens
  • 30. [7] User Story <Theme> <Priority> <Size> As a <type of user>, I want <some goal> so that <some reason>. Definition(s) of Done: Given a <type of user>, when <some action>, then <some result>
  • 31. [7] Example Moon Landing, 5, 13 As Neil, I want to use a space suit so that i can walk in the moon. Definition(s) of Done: Given an astronaut, in the lunar module, wearing a spacesuit when he walk in the moon, then he can breath and stay warm.
  • 32. [8] User Story Mapping WHO: Product Owner, Scrum Master, Developers, UX DURATION: ½ Day DELIVERABLES: RoadMap + MVP MATERIALS: Product Backlog, Post-IT, Color Pens
  • 33. [8] User Story Mapping US 1.1 US 1.2 US 1.3 PRIORITY TIME ACTIVITY 1 ACTIVITY 2 ACTIVITY 3
  • 34. [8] User Story Mapping US 1.1 US 1.2 US 1.3 MVP V.1 V.2 PRIORITY TIME ACTIVITY 1 ACTIVITY 2 ACTIVITY 3
  • 35. [9] Build WHO: Product Owner, Scrum Master, Developers, UX DURATION: 2 Weeks * Sprint DELIVERABLES: Sprint backlog, a new product or a new feature MATERIALS: Whiteboard, task repository, computers
  • 36. [9] Build with Scrum product backlog sprint backlog sprint delivery feedback planning retrospective daily demo
  • 37. Takeaways [1] Define the problem [2] Research about the activity [3] Construct an hypothesis [4] Test [5] Change your way of work