1. Workshop
From Vision To
Product
Stefano Leli
Giulio Roggero

2. About
Us
Stefano Leli
stefano.leli@gmail.com
Giulio Roggero
giulio.roggero@isolasoftware.com
@giuliorogg
@sleli
ero
oach
gile C
ean A
L
Software
De
Speaker
veloper
Trainer

3. Introduc:on
Many
projects
fail
for
a
lack
of
shared
vision
due
to
poor
communica:on
among
peoples
involved
in
the
project.
A
good
crea:on
and
refinement
of
the
product
backlog
can
be
achived
only
if
all
the
people
well
knows
what
they
have
to
do
(common
vision).
Roman
Pichler,
in
a
post
originally
wriDen
in
Jul
16
2012,
has
proposed
a
really
interes:ng
approach:
use
canvas
to
create
and
share
product
vision
and
product
backlog
crea:on
and
refinement.
We
used
this
approach
for
a
while
with
cool
results.
These
slides
are
an
introduc:on
of
the
tool.
You
can
use
these
under
Crea:ve
Commons
ADribu:on-­‐ShareAlike
3.0
Unported
License.
Please
send
us
feedbacks
to
correct
and
improve
it!

4. Canvas
as
tools
to
sharing
vision
and
create
the
backlog
Business Model / Lean
Canvas
Capture
and
validate
Business
Model
Product Vision
Product
Idea
Capture
and
validate
ini:al
assump:on
Product Canvas
Capture
and
validate
Product
features

5. Product
Vision
Board
–
Ini:al
assump:ons
Vision Statement
Target Group
Write
in
one
sentence
the
aim
of
the
product
Needs
List
people
who
are
the
target
of
the
product.
People
may
be
cutsomers,
end-­‐users,
internal
users
…
all
stakeholders
that
will
are
impacted
by
the
product.
Use
roles
to
iden4fy
them
What
are
the
needs
that
this
product
will
sa4sfy?
Who is out?
Barriers
List
eventually
who
is
not
the
target
Impediments
to
sa4sfy
these
needs
Product
List
of
main
features
of
the
product
Business Value
What
are
the
values
that
this
product
will
generate
for
the
company?
Values
can
be
profit,
market
share,
cost
saving,
improve
KPIs
and
so
on..
Barriers
Impediments
to
reach
these
values

6. Business
Model
Canvas
–
Capture
the
business
Partners
Key Activities
Value
Proposition
What
you
do
Who
helps
you
Key
Resources
Who
you
are
&
What
you
have
Cost Drives
Drivers
What
you
give
Customer
Relationship
Customers
How
you
interact
How
you
help
Channels
How
they
know
you
&
how
you
deliver
Revenue Stream
What
you
get
Who
you
help

7. Business
Model
Canvas
–
Capture
the
business
Partners
Key Activities
Value
Proposition
What
you
do
Who
helps
you
Key
Resources
Who
you
are
&
What
you
have
Cost Drivers
What
you
give
Customer
Relationship
Customers
How
you
interact
How
you
help
Channels
How
they
know
you
&
how
you
deliver
Revenue Stream
What
you
get
Who
you
help
Value
Delivery

8. Business
Model
Canvas
–
Capture
the
business
Partners
Value
Genera4on
Key Activities
Value
Proposition
What
you
do
Who
helps
you
Key
Resources
Who
you
are
&
What
you
have
Cost Drivers
What
you
give
Customer
Relationship
Customers
How
you
interact
How
you
help
Channels
How
they
know
you
&
how
you
deliver
Revenue Stream
What
you
get
Who
you
help
Value
Delivery

9. Business
Model
Canvas
–
Capture
the
business
Partners
Value
Genera4on
Key Activities
Value
Proposition
What
you
do
Who
helps
you
Key
Resources
Customers
How
you
interact
How
you
help
Channels
How
they
know
you
&
how
you
deliver
Who
you
are
&
What
you
have
Cost Drivers
What
you
give
Customer
Relationship
Revenue Stream
Profit
What
you
get
Who
you
help
Value
Delivery

10. Product
Canvas
–
Create
the
product
backlog
Name
Product
or
Service
name
needs
background
Write
in
one
sentence
the
aim
of
the
product
How personas live the product
Personas
name
Vision Statement
User stories
Describe
how
the
various
personas
interact
with
the
product
sa4sfying
their
needs.
Detailed
features
of
the
product
backlog
Ac:on
3
name
background
needs
name
background
needs
Ac:on
1
epics
Ac:on
2
Ac:on
3
Ac:on
1
design
High
level
main
features
of
the
product
constraints
External
constraints
Ac:on
2

11. ON THE BASE OF THE PRODUCT CANVAS A
CONTIUNUOUS LEARNING CYCLE LIVE.
Insights
from User
feedbacks
Product
Canvas
Product
increment
or
MVP

12. A Real Case
Amazon

13. Product
Vision
Board
–
Amazon
2005
Vision Statement
Target Group
Consumatori
in
tuUo
il
mondo
con
connessione
a
Internet
e
Carta
di
Credito
Il
piu’
grande
online
store
al
mondo
Needs
Comprare
online
libri
e
altri
beni
Risparmiare
Avere
una
scelta
completa
Conoscere
i
pareri
di
chi
ha
comprato
la
stessa
cosa
Comprare
senza
recarsi
in
negozio
Product
Scheda
libri
e
altri
beni
Ricerca
Recensioni
Carrello
e
acquisto
on-­‐line
Business Value
Vendere
mol4
libri
(e
altri
beni)
in
tuUo
il
mondo
Eliminare
i
cos4
fissi
dei
negozi

14. Business
Model
Canvas
–
Amazon
2005
Partners
Partner
per
la
logis4ca
Affilia4
Key Activities
Evasione
ordini
Manutenzione
IT
e
sviluppo
SW
Value
Proposition
Beni
di
basso
valore
(libri,
CD,
DVD
e
altro)
Una
gamma
di
Key
Resources
prodoW
molto
vasta
InfrastruUura
IT
e
SW
Processo
globale
di
evasione
ordini
Cost Drivers
Customer
Relationship
Customers
Motore
di
raccomandazione
in
base
al
profilo
e
alle
scelte
faUe
Mercato
mondiale
consumer
Channels
amazon.com
Affilia4
Revenue Stream
Marke4ng
Margini
sulle
vendite
Tecnologia
e
Contenu4
Processo
evasione
ordini
Problema:
bassa
marginalità

15. Business
Model
Canvas
–
Amazon
2005
Partners
Partner
per
la
logis4ca
Affilia4
Key Activities
Evasione
ordini
Manutenzione
IT
e
sviluppo
SW
Value
Proposition
Beni
di
basso
valore
(libri,
CD,
DVD
e
altro)
Una
gamma
di
Key
Resources
prodoW
molto
vasta
Infrastru)ura
IT
e
SW
Processo
globale
di
evasione
ordini
Cost Drivers
Customer
Relationship
Customers
Motore
di
raccomandazione
in
base
al
profilo
e
alle
scelte
faUe
Mercato
mondiale
consumer
Channels
amazon.com
Affilia4
Revenue Stream
Marke4ng
Margini
sulle
vendite
Tecnologia
e
Contenu4
Processo
evasione
ordini
Opportunità:
sfruDare
l’infrastruDura
IT
soDo-­‐u:lizzata

16. Business
Model
Canvas
–
Amazon
2006
Partners
Partner
per
la
logis4ca
Affilia4
Key Activities
Evasione
ordini
Manutenzione
IT
e
sviluppo
SW
Value
Proposition
Beni
di
basso
valore
(libri,
CD,
DVD
e
altro)
Una
gamma
di
Key
Resources
prodoW
molto
vasta
Infrastru)ura
IT
e
SW
AWS:
S3,
EC2
…
Processo
globale
di
evasione
ordini
Cost Drivers
Customer
Relationship
Customers
Motore
di
raccomandazione
in
base
al
profilo
e
alle
scelte
faUe
Channels
amazon.com
Affilia4
APIs
Mercato
mondiale
consumer
Sviluppatori
e
aziende
Revenue Stream
Marke4ng
Margini
sulle
vendite
Tecnologia
e
Contenu4
Tariffe
uAlizzo
AWS
a
consumo
Processo
evasione
ordini
Soluzione:
AWS

17. Product
Canvas
–
Esempio
AWS
Name
Nuova
Macchina
Ges:re
i
picchi
epics
Dashboard
Account
EC2
S3
Route53
…
User stories
Storie
deUagliate
Start
Monitora
Configura
Regole
di
autoscaling
CTO
Anna
How personas live the product
Testare
developer
Personas
Alex
Vision Statement Cloud
services
for
your
pla[orms
Amazon
AWS
design
constraints
Servizio
24h
X
7
Configura

18. REAL EXAMPLES ON WHITE BOARD

19. PRODUCT CANVAS DURING “AGILE: THE BOARD GAME” SESSION

20. … AND THE FINAL RESULT

21. OTHER EXAMPLES DURING THE GAME…

22. OTHER EXAMPLES DURING THE GAME…

23. Workshop
-­‐
The
Car
Sharing
App
Move
across
the
city
without
own
a
car

24. Exercise:
Product
Vision
Board
Vision Statement
Target Group
Abitan4
delle
ciUà
Who is out?
Persone
senza
patente
Mobilità
ciUadina
individuale
senza
la
proprietà
di
automezzi
Needs
Pagare
solo
per
l’u4lizzo
Product
Business Value
Vedere
dov’è
l’auto
più
vicina
rispeUo
alla
posizione
aUuale
Creare
un
nuovo
mercato

25. Exercise:
Business
Model
Canvas
Partners
Amministrazione
delle
ciUà
Key Activities
Ges4one
delle
FloUe
Key
Resources
FloUa
di
Smart
Cost Drivers
Ges4one
della
floUa
Value
Proposition
Customer
Relationship
Iscrizione
una
tantum
Channels
Mobile
App
Revenue Stream
Customers
Abitan4
delle
ciUà

26. Product
Canvas
Name The
Car
Sharing
App
Personas
Anna
3o
anni
Single
Maniaca
shopping
Vision Statement
Mobilità
ciUadina
individuale
senza
la
proprietà
di
automezzi
How personas live the product
Spostarsi
velocemen
te
in
ciDà
No
Parking
problem
epics
design
Ricerca
auto
Pagamento
constraints
User stories

27. A Possible
Solution

28. Product
Vision
Board
Vision Statement
Target Group
Abitan4
delle
ciUà
Mobilità
ciUadina
individuale
senza
la
proprietà
di
automezzi
Needs
Muoversi
velocemente
in
ciUà
Pagare
solo
per
l’u4lizzo
Non
andare
a
ri4rare
l’auto
presso
la
società
di
noleggio
Who is out?
Persone
senza
patente
Product
Business Value
Vedere
dov’è
l’auto
più
vicina
rispeUo
alla
posizione
aUuale
Ridurre
i
cos4
di
ges4one
del
noleggio
Prenotare
l’auto
Conoscere
lo
stato
dell’auto
e
il
livello
di
benzina
Non
preoccuparsi
di
nulla
se
non
guidare
e
Pagamento
del
spostarsi
noleggio
rispeUo
a
quanto
effeWvamente
u4lizzato
Aumentare
l’u4lizzo
del
parco
autoveUure
Creare
un
nuovo
mercato

29. Business
Model
Canvas
Partners
Amministrazione
delle
ciUà
Key Activities
Value
Proposition
Ges4one
delle
FloUe
Ges4one
Telema4ca
Pulizia
Key
Resources
Team
di
servizio
Sistemi
telema4ci
FloUa
di
Smart
Cost Drivers
Ges4one
della
floUa
Ges4one
dei
sistemi
Mobilità
ciUadina
individuale
senza
la
proprietà
di
automezzi
Customer
Relationship
Iscrizione
una
tantum
Customer
care
24h
Customers
Abitan4
delle
ciUà
Social
Network
Channels
Mobile
App
Sito
Web
Negozi
Proprietari
Revenue Stream
Tariffazione
effeWvo
u4lizzo
(0,29€
/min
–
14,90€/h
–
59€/gg)

30. Product
Canvas
Name The
Car
Sharing
App
Personas
Vision Statement
Mobilità
ciUadina
individuale
senza
la
proprietà
di
automezzi
How personas live the product
Paga
Anna
3o
anni
Single
Maniaca
shopping
Spostarsi
velocemen
te
in
ciDà
No
Parking
problem
Riparazione
Prenota
Alert
epics
Jean
35
anni
Lavoratore
Risolvere
problemi
Membro
rapidamen
team
ma-­‐
te
nutenzione
Ri:ra
design
Registrazione
Ricerca
auto
Stato
auto
Prenotazione
Pagamento
constraints
Manutenzione
Opera4vità
h24
Controllo

31. This
is
not
the
end
…
…
is
just
the
begin
of
your
journey!
Canvas
is
not
only
a
board;
Agile
is
not
only
Vision.
Be
curios,
respect
people
and
improve,
always!

32. Credits
Stefano
Leli
Giulio
Roggero
stefano.leli@gmail.com
@sleli
stefanoleli
giulio.roggero@isolasodware.it
@
giulioroggero
giulioroggero
raist81
GiulioRoggero
hDp://www.isolasodware.it
-­‐
hDp://www.intre.it
Work
inspired
by
great
slides
and
posts
wriDen
by
Roman
Pichler
work
h0p://www.romanpichler.com/blog/agile-­‐product-­‐innova<on/the-­‐product-­‐vision-­‐board
Graphics
elements
by
Emanuele
Mantovani
-­‐
hDp://emanuelemantovani.com/