How to survive product feature prioritization (and still get what you want)
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The document discusses prioritizing product features and creating an effective roadmap. It recommends setting goals and collecting prioritized ideas validated with customers. A scoring matrix balances business value, customer benefit, and implementation complexity. The highest-priority features are plotted on a value-complexity matrix. An effective roadmap communicates goals, priorities, and process clearly to stakeholders and focuses on execution over scope changes. The key is knowing your goals, communicating priorities openly, and executing the plan.
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How to survive product feature prioritization (and still get what you want)
- 1. Stephen Strubel Head of Multiscreen Development - ProSiebenSat.1 Digital GmbH @sstrubel #producttankmunich PRIORITIZATION HOW TO SURVIVE PRODUCT FEATURE (AND STILL GET WHAT YOU WANT)
- 3. The ultimate product question HOW DO YOU KNOW WHAT’S IMPORTANT?
- 5. short term sales requirements vs. long term product vision user features vs. architecture functions objectivity vs. agility creating new features vs. optimizing existing ones
- 9. „Did [assistant of CEO] send you the spreadsheet with [5 gazillion unprioritized] feature requests?“ - Chief Product Officer
- 10. „[Important sales client] wants to be sponsor of the app. We just need to implement [ridiculously big advertising] on all pages. “ - Senior Sales Manager
- 11. „When are you going to launch the app for my [device that must have been stolen from a museum] ?“ - Potential user
- 12. „Now that you have some time, we need [min. 4 sprints] to implement [shiny new tech tool].“ - Chief Technical Officer
- 13. „Based on [data available two days after launch] we will need to [redesign the whole UI].“ - Director Marketing
- 15. Roadmap process Set goals Collect ideas Validate ideas Set priorities Define releases / roadmap Get buy-in Communicate roadmap Execute
- 16. Kano Model KJ-Method Outcome driven innovation Pirate metrics (AARRR) Amazon approach Frameworks / Methods
- 18. 1 2 3 Increase retention Drive registrations Video views / user Pick & rank your themes
- 19. Set up scoring matrix Key Prioritization Items Weak (1) Moderate (3) Strong (5) Weighting Business Value Customer Benefit - Level of need - Frequency of need - Urgency of solution Minor annoyance or small benefit; happens rarely; not urgent. Solves some moderate pain or provides some interesting benefit; occurs often enough to notice; wants a solution sooner than later. Solves a major customer pain or provides a significant benefit; Occurs often; needs a solution as soon as possible. 100% Opportunity Size - % of customers impacted - market share of relevant platform Less than 10% of customers potentially impacted. About 50% of customers impacted. 80%+ customers impacted or can benefit. 100% Strategic Alignment - Drives primary KPIs - Aligns to objectives - Importance to business Weak impact on primary KPIs; weak alignment to strategic objectives; some importance to business. Good impact on primary KPIs; mostly aligned to strategic; important to business. High impact on primary KPIs; strong alignment to strategic objectives; very important to business 100% Customer Satisfaction - Delights customer - Improves retention/avoids churn - Reduces support costs - Enables new capabilities Positively affects some customers occasionally or in minor ways; Little impact on churn; Little impact on support costs. Positively affects many customers occasionally or some customers often; Anticipates some churn without it; Reduces support costs Positively affects all customers often or in major ways; Reduces known churn; Reduces known support costs. 100% Implementation Complexity App Development - Resources - Capital Costs - Schedule - Confidence Low resource need; Little or no capital cost to develop; Schedule < 0,5 week; high confidence in estimates and technical ability Moderate resource need; Moderate capital cost to develop; Schedule < 2 weeks; moderate confidence in estimates and technical ability Requires multiple resources and skill-sets for greater than 4 weeks; High capital cost to develop; Low confidence in estimates or technical ability 100% Backend Development - Resources - Capital Costs - Schedule - Confidence Low resource need; Little or no capital cost to develop; Schedule < 0,5 week; high confidence in estimates and technical ability Moderate resource need; Moderate capital cost to develop; Schedule < 2 weeks; moderate confidence in estimates and technical ability Requires multiple resources and skill-sets for greater than 4 weeks; High capital cost to develop; Low confidence in estimates or technical ability 100%
- 20. Score your features Business Value Implementation Complexity Summary Customer Benefit Opportunity Size Strategic Alignment Customer Satisfaction Business Value Subtotal App Dev Backend Dev Complexity Subtotal 100% 100% 100% 100% 100% 100% DRM Player 5 4 5 3 17 5 5 10 Editorial playlists 3 4 5 4 16 4 3 7 Revolverplay 3 3 4 4 14 1 0 1 Recommendations (EasyRec) 3 4 4 3 14 2 3 5 Offline viewing 4 4 3 3 14 5 5 10 Extend Mediathek with additional categories 3 4 3 3 13 3 2 5 Continuous Play 4 3 2 4 13 4 2 6 Lazy loading for sushis 2 5 2 3 12 2 3 5 Google Conversion Tracking 1 3 4 3 11 1 0 1 Player end screen recommendations 1 3 3 4 11 1 0 1 PN for videos about to expire 3 3 2 3 11 3 0 3 Extend Live TV with free web-only livestreams 2 3 3 3 11 5 5 10 Extended search results 3 3 1 3 10 2 2 4 VoD content from P7 Maxx & S1 Gold 2 2 3 2 9 3 2 5 VoD recos for live TV shows 1 3 2 3 9 3 3 6 VoD recos for EPG entries 1 3 2 3 9 3 3 6 Chromecast 2 1 2 4 9 4 5 9 Play watchlist videos as playlist 2 2 2 2 8 1 0 1 Control Smart TV via mobile device 2 2 1 3 8 5 0 5 Internal P7S1 app store 1 3 2 1 7 2 0 2
- 21. Value-Complexity-Matrix 1 Revolverplay 2 Google Conversion Tracking 3 Player end screen recommendations 4 PN for videos about to expire 5 Recommendations (EasyRec) 6 Extend Mediathek with additional categories 7 Editorial playlists 8 Continuous Play 9 Play watchlist videos as playlist 10 Lazy loading for sushis 11 Extended search results 12 DRM Player 13 Offline viewing 14 VoD content from P7 Maxx & S1 Gold 15 Internal P7S1 app store 16 Extend Live TV with free web-only livestreams 17 Control Smart TV via mobile device 18 VoD recos for EPG entries 19 VoD recos for live TV shows 20 Chromecast 0 10 20 0 5 10 BusinessValue Complexity 18 19 20 17 14 10 6 11 9 15 8 7 5 12 13 1642 3 1 Prio 1 Never Prio 2 Prio 3
- 22. Roadmap & Release Plan
- 23. Know your goals 1 2 3 Communicate clearly and often Focus on execution
- 24. Know your goals1 Set and articulate the vision of where you want to be Set key results so you can measure your success Get quantitative data to support your hypothesis Validate your hypothesis
- 25. Communicate clearly and often2 Set up a process so that everybody can provide input Communicate not just the roadmap, but the process behind it Use whatever is needed to sell your ideas You can’t make everybody happy
- 26. Focus on execution3 Get someone to support your ideas Be deliberate about scope Things will change
- 27. Time to take a deep breath
- 28. Know your goals 1 2 3 Communicate clearly and often Focus on execution
- 30. NOW GO AND BUILD GOOD PRODUCTS! * Actually, don’t go yet! There is lots more good stuff coming… *