Guys, does anyone know the answer?
get outcome focused teams produce lots of features that are focused on what from screen.
Learn about the concept of an outcome-focused mentality, and how it is paramount for an agile team’s success.
From the course: Agile Requirements Foundations
From the course: Agile Requirements Foundations
Outcome-focused From the course: Agile Requirements Foundations Outcome-focused
- In the past working on requirements, you may have focused on getting the requirements document complete, or making sure the technology works right. Or even, perhaps, focused on defining process details. As an agile business analyst, the focus changes. It changes to be outcome focused over anything else. Agile teams work fiercely on valuable outcomes over everything else. It's no easy task, as pressure on speed and features and quality rule most of the team's dialogue. Without a focus on outcomes, teams produce lots of features, but these features may not produce actual business outcomes. This creates waste and doesn't spend the organization's money well. Agile BAs are front and center when the team needs to understand outcomes of the big picture and the detailed levels. BAs facilitate team thinking in terms of design trade-offs, options, and alternatives. They help the team think about valuable outcomes of every option. For each iteration, release, and feature, the team should be striving for an outcome rather than how many requirements they've met, or how many tasks they complete. Too many teams are far too focused on staying busy and being busy, rather than producing outcomes. Ideally, outcomes are defined at the strategic portfolio and product level, the road map level, the release level, and the iteration level. Let's look at an example of what's meant by a focus on outcomes. Back to our online coffee store example and their payments functionality. The team that's building the app would like to increase the usage of the app, the frequency of usage, the number of users and convert more product views to purchases. If this team is implementing a notifications feature, it's easy to see that some notifications will help these goals more than others. As an agile BA, the focus is on working with the team to slice the notification feature into smaller increments of value and help the product owner prioritize each piece based on the outcomes. This is done by analyzing and facilitating dialogue with the team about which notifications are aligned to the outcomes. It's also a best practice for teams to organize their releases and iterations to outcomes. Agile BAs can break large outcomes into smaller goals for each iteration. An iteration goal that would align to these larger ones would be something like, implement the notification of an item left in the cart for more than 24 hours. This goal is aligned to a higher level product outcome of getting users to visit the site more often. So the focus is value and value comes from outcome thinking. Helping the team understand how outcome thinking leads to delighted users. This inspires an outcome based approach to requirements.
Outcome-focused product management is the way forward to building better products that solve the right problems for your customers.
Outcome-Focused Product Management vs Feature-Focused Product Management
Andrea Saez January 13, 2021 4 minute read
I received the below question from someone who was looking to embrace outcome-focused product management. They were thinking of moving away from that feature-focused approach by adopting a mindset that allowed them to focus on customer problems and to ensure their product’s features were actually worth being built.
Here’s what my advice was:Question: What are some resources for pivoting from an execution/features/roadmap PM to a vision/strategy/metrics PM?
First of all, congratulations on making a huge change. Going from a feature-focused product manager to an outcome-focused product manager can be a really difficult transformation, so good job! Below I’ve outlined the key points to making the move over to an outcome-focused approach and linked out to some handy resources.
Outcome-Focused Product Management Starts With a Product Vision
First things first, start with mapping out your product vision. You can do this on a canvas of some sort, there are plenty of those going around. Some to consider are lean UX canvas or business canvas. This template is a good place to get started too.
Once you have your vision outlined, you can start outlining your objectives. For example, if part of your vision is to be the number one downloaded app in the Apple Store x weeks running, perhaps one of your objectives might be “Increase User Growth”. The important thing here is to remember objectives are to be quantitative and measurable. Here is a nice piece on writing objectives and key results to align your team.
Set clear objectives in ProdPad to keep outcome-focused.
Prioritizing Problems Not Features
The next part of outcome-focused product management can be achieved bottom up or top down, depending on how you wish to prioritize. This means you could start looking at potential problems to solve and then map ideas and feedback, or you could look at feedback first and define which best fit your objectives. It doesn’t really matter to be honest, as long as whatever work you choose to do actually maps back to those objectives. Remember, objectives are there to keep you aligned. This means that instead of working on random stuff, you’re working on stuff that aligns to what you’re trying to impact.
My next piece of advice would be, make sure that whatever projects you choose to work on are written down as potential problems to solve, not as features. That is, instead of writing that you’ll work on a “Slack integration,” instead write: “How can we best support users that work on Slack in order to integrate and collaborate with our app more closely?” This gives you the space to actually understand how you might solve the problem better. We’ve got a really good example of what good OKRs and initiatives look like in our Sandbox.
Learning From Each Outcome To Get Better Results
When it comes to writing down outcomes and looking back at your work, remember there is no such thing as failure. I mean, yes, you might fail – but that’s ok. The whole point behind outcome-focused product management is to allow yourself to fail, and to use this failure (or likewise, potential success) as an opportunity to learn.
If you failed, how can you prevent yourself from failing again?
Where did you go wrong?
If you succeeded, how can you replicate that success again?
This is what outcomes are about. They’re about preventing the risk of business failure and potential debt before it happens, while keeping your team aligned and working towards the same set of goals.
Become an Outcome-Focused Product Manager With ProdPad
A massive well done to product managers who are able to make the change this effective, and quite frankly, more robust way of thinking about products. We’ve built and developed ProdPad to help outcome-focused product managers be more successful at work. Our lean roadmapping tool, customer feedback and idea portals, as well as our Objectives and Key Results functionality is what every forward-thinking product manager needs this year.
Book yourself in for a personal demo with one of our product experts for more information.
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Importance of Outcome
Disclaimer: This is based off of my own view on this concept and I’m just looking to shed some light on what I have learned and experienced so far. Success is not measured by how many features that…
Importance of Outcome-Focused Teams
Disclaimer: This is based off of my own view on this concept and I’m just looking to shed some light on what I have learned and experienced so far.
Success is not measured by how many features that have been built or issues that have been resolved, but instead by how those features or solutions have resulted in success for the Product.
While this seems like an obvious statement to make, some Product teams still get lost on “what” they are building without considering “why” they are building it.
If you’ve researched or studied anything related to Product Development, you know that the “why” behind important decisions is crucial for the overall success of the Product.
There are still instances where this mindset isn’t completely embraced by Product teams or their Executives. Some of these Product teams are getting away with providing no value at all and being praised for it.
Output-focused teams are constantly focused on just what they are being told to build — whether that be new features, bug fixes, or design changes. What I’ve seen from these teams is a focus on “what” without any focus on the “why”. These teams tend to have roadmaps that present different features or projects in a row. Some of these features or projects might be valuable, but most won’t move the needle at all.
For example, a traditional, output-focused team’s goals might look something like this:
Build a Login Page
Create an Ordering Experience
Create Landing Page
These teams generally have no sense of what their objective is and will hardly mention the impact of a specific feature or project. These output-focused teams will accept any feature request and build it. They are instantly glorified for their hard work once the request has been built and released. They have adapted to building any feature that users or Executives request; they are nothing more than a build factory. The delivery of these features is what makes these teams look and feel successful even if the company is drifting away from initial intentions. These teams are doing the exact opposite of what they should be doing.
Most importantly, this type of team is taking the easy path and isn’t being challenged. They’re able to sweep results of features under the rug because Executives are happy as soon as it’s available to users. These teams don’t think enough about what success truly looks like and aren’t looking out for the best interest of the Product.
Executives should worry heavily about output-focused teams. Although Executives may think they are getting what they want, these teams are wasting money and resources on goals or projects that, in most cases, won’t have any positive effect on the end user. There’s a good chance it’s an output-focused team if they aren’t pushing back on feature requests.
Any team that’s easily influenced to take all requests without a clearly defined “why” — will almost always be going in the wrong direction.
Alternatively, outcome-focused teams determine what goals to focus on in order for them to hit their objective(s). They aren’t as focused on quantity and are instead focused on providing the right solution to users. They spend time figuring out customer pain points that need to be solved and solve those problems with the intent to improve the user experience, influence user behavior, and support their company’s objectives. They pick the right problems to solve based on what they’ve validated will result in the biggest impact on their objectives. Executives will, undoubtedly, see the value of these solutions as these key metrics or performance indicators move in the right direction after release.
Outcome-focused teams know the direction they need to head in order to achieve the Product Vision. They develop roadmaps with goals that are delicately selected with the intent to help them achieve their daily, weekly, monthly, or quarterly goals once they are sure of these objective(s).
For example, a traditional, outcome-focused team’s goals will look something like this:Reduce the time it takes for users to sign in by 10%
Build a Login PageIncrease conversion of orders from 55% to 65%
Create an Ordering ExperienceIncrease brand awareness by 35%
Create Landing Page
The ideas that exist as a part of these projects or features would collectively drive the objective(s).
An iterative, outcome-focused team’s goals will look something like this:Reduce the time it takes for users to sign in by 10%
Allow users to sign in with email and password — Login Page MVP
Allow users to sign in with their Google account — Login Page v1
Allow users to sign in with their Facebook account — Login Page v1.1
Provide users a way to sign in with facial recognition — Login Page v1.2Increase conversion of orders from 55% to 65%
Allow users to select products and checkout — Ordering Experience MVP
Provide users a way to search for products — Ordering Experience v1