Scaling & Aligning
Mobile Product Management
Product Tank Lisbon, February 2016
Hello, I’m Arne!
Director Mobile Product Management
Mobile Platforms
Product Tank Hamburg & MWC
@arnekittler
Professional network
People, Jobs, News, Events
9 Mio users, DACH focus
Competitors: LI, Indeed, Eventbrite, …
Founded 200...
Today’s users do not care
about Mobile!
What?
They expect to use services.
Wherever. Whenever.
It’s on us to figure this out!
Our Goal:
Full Stack Product Thinking
Web
iOS
Android
API
Windows
Mail
…
8
+10
Legacy challenge of “web-era” companies
+10
Unleashing Mobile: All teams cross-platform
SCALING
PATTERNS &
RULES
COMMON
PLAN
INFRA-
STRUCTURE
STAFFING &
SKILLS
PATTERNS &
RULES
COMMON
PLAN
INFRA-
STRUCTURE
STAFFING &
SKILLS
Platform Teams Domain Teams
XING’s Mobile Setup 2016
PO
Designer
Devs
Framew.
QA
PO
Designer
Devs
Framew.
QA
Mobile Infras...
Learnings: Staffing & Skills
Hiring beats Re-Training! :O(
+ +
P D
? !
PATTERNS &
RULES
COMMON
PLAN
INFRA-
STRUCTURE
STAFFING &
SKILLS
Pattern libraries based on OS guides
Modular Design AND Native Code
Component Libraries in Sketch
Process for creating new patterns
Show solution
w/ existing patterns
Conceptualize
new pattern
Implementation
& Rollout
Ho...
Learnings: Patterns & Rules
Only short-term benefits sell.
Be strict. And be open to change.
One voice? One mission!
PATTERNS &
RULES
COMMON
PLAN
INFRA-
STRUCTURE
STAFFING &
SKILLS
Infrastructure provided by 3 teams
Discovery
Pattern System
Overall direction
Core Features
Framework
Release Process
Buil...
Learnings: Infrastructure
Internal Tools = Products
PATTERNS &
RULES
COMMON
PLAN
INFRA-
STRUCTURE
STAFFING &
SKILLS
Release Train every two weeks
Development QA Pre-Release Store Review (iOS) Live
QA Pre-Release Store Review (iOS) Live
De...
Auftragsklärung for early alignment
=> Second half of
presentation
CONTEXT
INTENT HIGHER INTENT
INPUT OUTPUT
OUTCOME
BOUND...
Learnings: Common Plan
Early alignment really helps!
Mobile means planning ahead!
Organize around releases!
PATTERNS &
RULES
COMMON
PLAN
INFRA-
STRUCTURE
STAFFING &
SKILLS
Takeaways
SCALING
Scaling Mobile Product Management
• Managing a product across several platforms is the
only way to create relevant service...
ALIGNING
PRODUCT
MANAGEMENT
One of our PM beliefs:
Autonomy
through Alignment!
The better a PM is aligned
about the WHY and WHAT,
the more autonomy he will
be granted with regards to
HOW exactly to bui...
Our Framework for Alignment
Auftragsklärung
Why I Use the German Word Auftragsklärung
All translations so far didn’t really convince me.
Revival of Prussian 19th cent...
von Moltke Blank
„No battle plan
survives first contact
with the enemy.“
„No business plan
survives first contact
with cus...
Recommended Reading
(in full, or abstracts / videos)
Auftragsklärung
Structure for dialogue
among teams.
Asking the tricky
questions very early.
Less surprises and a clear
und...
Auftragsklärung: Context
Common and shared
facts - including the
trigger(s) that lead to
this Auftragsklärung
What’s the s...
Auftragsklärung: Our Intent
“What we really, really
want” – in a tweet
For [this user group]
..we want to provide [this
va...
Auftragsklärung: Higher Intent
What do my superiors
really, really want?
Strategic level 1-2 levels up
Why is this a prior...
Auftragsklärung: Outcome
How will we know that
we’re on the right path?
Key metrics (specific,
measurable, tangible)
Ambit...
Auftragsklärung: Boundaries
What are our limits?
What must not happen?
What’s not in scope?
CONTEXT
INTENT HIGHER INTENT
I...
Auftragsklärung: Input
What’s needed to achieve
this outcome?
Ressources, decisions etc.
incl. Sanity Check
Expected contr...
Auftragsklärung: Output
What can be experienced
by the user?
Product/Service in front of
user (incl. expected timing)
Epic...
Using Auftragsklärung
CONTEXT
INTENT HIGHER INTENT
INPUT OUTPUT
OUTCOME
BOUNDARIES
PM with key drivers Stakeholders,
invol...
Auftragsklärung: Take-away
Autonomy through
Alignment!!
Put most attention on Intent
and Outcome!
Keep it short!
Iterate &...
Feel free to try it!
Obrigado!
@arnekittler
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Scaling & Aligning Mobile Product Management / ProductTank Lisbon February 2016

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"In my presentation I will share my personal learnings with two aspects of Product Management at XING:

Mainly I will talk about our approach to scaling mobile product management. Like many other digital companies started before 2010, XING’s approach to product management was strongly web-oriented and mobile had been treated as a by-product handled by a small silo of specialists. What we aim for today is a full-stack product thinking in which a product team not just owns the domain specific business logic and the web representation of their product, but also all other touchpoints and in particular mobile.

As a result we now build our native core apps as a distributed and collaborative effort of several teams. I will share my learnings from managing the change process of „unleashing mobile“ across XING and what it means for the product managers involved.

As a second topic I will dive deeper into one question which is closely connected to this distributed, collaborative approach: How to create the necessary alignment between autonomous teams?

I will present a framework for alignment which we call „Auftragsklärung“ (rough translation: „assignment clarification“ – I will explain why I prefer the German terminology). Auftragsklärung has helped to add a lot of clarity to the way we manage products and also be applied in other contexts such as start-ups or agency work."

Veröffentlicht in: Leadership & Management

Scaling & Aligning Mobile Product Management / ProductTank Lisbon February 2016

  1. 1. Scaling & Aligning Mobile Product Management Product Tank Lisbon, February 2016
  2. 2. Hello, I’m Arne! Director Mobile Product Management Mobile Platforms Product Tank Hamburg & MWC @arnekittler
  3. 3. Professional network People, Jobs, News, Events 9 Mio users, DACH focus Competitors: LI, Indeed, Eventbrite, … Founded 2003 Listed company HQ Hamburg > 800 employees (30+nationalities) 25 product teams 35 product people
  4. 4. Today’s users do not care about Mobile! What?
  5. 5. They expect to use services. Wherever. Whenever.
  6. 6. It’s on us to figure this out!
  7. 7. Our Goal: Full Stack Product Thinking Web iOS Android API Windows Mail …
  8. 8. 8 +10 Legacy challenge of “web-era” companies
  9. 9. +10 Unleashing Mobile: All teams cross-platform
  10. 10. SCALING
  11. 11. PATTERNS & RULES COMMON PLAN INFRA- STRUCTURE STAFFING & SKILLS
  12. 12. PATTERNS & RULES COMMON PLAN INFRA- STRUCTURE STAFFING & SKILLS
  13. 13. Platform Teams Domain Teams XING’s Mobile Setup 2016 PO Designer Devs Framew. QA PO Designer Devs Framew. QA Mobile Infrastructure PO, Devs, QA API PO, Devs, QA Windows PO + Freelancer BE News PO, Designer, Dev, QA Premium …more to come in 2016 BE FE PO, Designer, Dev, QA BE FE Jobs PO, Designer, Dev, QA Startpage BE FE PO, Designer, Dev, QA BE FE Growth PO, Designer, Dev, QA PSST BE FE PO, Designer, Dev, QA BE FE
  14. 14. Learnings: Staffing & Skills Hiring beats Re-Training! :O( + + P D ? !
  15. 15. PATTERNS & RULES COMMON PLAN INFRA- STRUCTURE STAFFING & SKILLS
  16. 16. Pattern libraries based on OS guides
  17. 17. Modular Design AND Native Code
  18. 18. Component Libraries in Sketch
  19. 19. Process for creating new patterns Show solution w/ existing patterns Conceptualize new pattern Implementation & Rollout Holistic view! Accountability for Rollout! Conscious experimentation!
  20. 20. Learnings: Patterns & Rules Only short-term benefits sell. Be strict. And be open to change. One voice? One mission!
  21. 21. PATTERNS & RULES COMMON PLAN INFRA- STRUCTURE STAFFING & SKILLS
  22. 22. Infrastructure provided by 3 teams Discovery Pattern System Overall direction Core Features Framework Release Process Build & Test Tech libraries Mobile Backend Push System Feature Switches Deeplinking Platform Teams Mobile Infrastructure Team
  23. 23. Learnings: Infrastructure Internal Tools = Products
  24. 24. PATTERNS & RULES COMMON PLAN INFRA- STRUCTURE STAFFING & SKILLS
  25. 25. Release Train every two weeks Development QA Pre-Release Store Review (iOS) Live QA Pre-Release Store Review (iOS) Live Development QA Pre-Release Store Review (iOS)
  26. 26. Auftragsklärung for early alignment => Second half of presentation CONTEXT INTENT HIGHER INTENT INPUT OUTPUT OUTCOME BOUNDARIES
  27. 27. Learnings: Common Plan Early alignment really helps! Mobile means planning ahead! Organize around releases!
  28. 28. PATTERNS & RULES COMMON PLAN INFRA- STRUCTURE STAFFING & SKILLS
  29. 29. Takeaways SCALING
  30. 30. Scaling Mobile Product Management • Managing a product across several platforms is the only way to create relevant services for today’s users • Accept and ideally embrace the additional complexity this brings, get ready for active alignment • New roles are challenging but it also is your chance to grow as a Product Manager! • Remember: You are doing it for your users
  31. 31. ALIGNING PRODUCT MANAGEMENT
  32. 32. One of our PM beliefs: Autonomy through Alignment!
  33. 33. The better a PM is aligned about the WHY and WHAT, the more autonomy he will be granted with regards to HOW exactly to build it.
  34. 34. Our Framework for Alignment Auftragsklärung
  35. 35. Why I Use the German Word Auftragsklärung All translations so far didn’t really convince me. Revival of Prussian 19th century military theory in management: “Auftragstaktik” (von Moltke) Command & control doesn’t scale in times of uncertainty Stating intentions to enable autonomous action in alignment with the overall mission
  36. 36. von Moltke Blank „No battle plan survives first contact with the enemy.“ „No business plan survives first contact with customers.“ Outcomes are unpredictable: Do and adapt!
  37. 37. Recommended Reading (in full, or abstracts / videos)
  38. 38. Auftragsklärung Structure for dialogue among teams. Asking the tricky questions very early. Less surprises and a clear understanding of success. Different from Auftragstaktik, this is not meant for top-down leadership, but starts with the people in charge. CONTEXT INTENT HIGHER INTENT INPUT OUTPUT OUTCOME BOUNDARIES
  39. 39. Auftragsklärung: Context Common and shared facts - including the trigger(s) that lead to this Auftragsklärung What’s the situation? What’s the complication? CONTEXT INTENT HIGHER INTENT INPUT OUTPUT OUTCOME BOUNDARIES
  40. 40. Auftragsklärung: Our Intent “What we really, really want” – in a tweet For [this user group] ..we want to provide [this value proposition] …in order to get [this job done] CONTEXT OUR INTENT HIGHER INTENT INPUT OUTPUT OUTCOME BOUNDARIES
  41. 41. Auftragsklärung: Higher Intent What do my superiors really, really want? Strategic level 1-2 levels up Why is this a priority? CONTEXT INTENT HIGHER INTENT INPUT OUTPUT OUTCOME BOUNDARIES
  42. 42. Auftragsklärung: Outcome How will we know that we’re on the right path? Key metrics (specific, measurable, tangible) Ambition level CONTEXT INTENT HIGHER INTENT INPUT OUTPUT OUTCOME BOUNDARIES
  43. 43. Auftragsklärung: Boundaries What are our limits? What must not happen? What’s not in scope? CONTEXT INTENT HIGHER INTENT INPUT OUTPUT OUTCOME BOUNDARIES
  44. 44. Auftragsklärung: Input What’s needed to achieve this outcome? Ressources, decisions etc. incl. Sanity Check Expected contributions from other teams CONTEXT INTENT HIGHER INTENT INPUT OUTPUT OUTCOME BOUNDARIES
  45. 45. Auftragsklärung: Output What can be experienced by the user? Product/Service in front of user (incl. expected timing) Epics & problems to be solved – NOT features! CONTEXT INTENT HIGHER INTENT INPUT OUTPUT OUTCOME BOUNDARIES
  46. 46. Using Auftragsklärung CONTEXT INTENT HIGHER INTENT INPUT OUTPUT OUTCOME BOUNDARIES PM with key drivers Stakeholders, involved team, affected teams Involved teamInitiating PM
  47. 47. Auftragsklärung: Take-away Autonomy through Alignment!! Put most attention on Intent and Outcome! Keep it short! Iterate & Share! It’s about dialogue, not the artefact! CONTEXT OUR INTENT HIGHER INTENT INPUT OUTPUT BOUNDARIES OUTCOME
  48. 48. Feel free to try it!
  49. 49. Obrigado! @arnekittler

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