Download the associated Webinar on Demand: https://www.cprime.com/resource/webinars/from-project-to-product-unlocking-product-agility/ Adherence to time, budget, and scope has been the gold standard measure of project success since the beginning of time. Most of the time we are super happy if we even get two of those! Now, as the digital world shifts from thinking in fixed-time period projects to ongoing product efforts with associated teams, markets, and horizons, adherence to time, budget, and scope has little do with the actual success of an initiative. In this talk, Anne Steiner, VP of Product and Technology at Cprime, talks about the challenges and advantages companies and teams unlock when they apply product thinking over project thinking. We’ll explore topics like team formation, budgeting and planning, and reducing cycle times in order to fuel continuous product learning. You’ll be challenged to think beyond traditional project management norms and to elevate the delivery of value as the gold standard for success. This event was part of Agile 20 Reflect Festival, a global community-led agile event.

1. ©2021 Cprime, Inc. All rights reserved and no copying without express written permission. WWW.CPRIME.COM | 877.753.2760

2. WWW.CPRIME.COM | 877.753.2760
FROM PROJECT TO PRODUCT
Unlocking Product Agility
02/23/2021 | Anne Steiner | Vice President of Product & Technology

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6. 6
ABOUT ME
• 10 years as an FE Developer
• 7 years as a Product Manager / PO
• 5+ years as a Leader, Coach, and Executive
• VP of Product & Technology at Cprime
INTROS

7. 7
AGENDA
01 FROM PROJECT TO PRODUCT
02 PROCESS AND APPROACH
03 PLANNING AND PRODUCT
04 PEOPLE AND TEAMS
05 TAKE AWAY’S AND NEXT STEPS

8. 8
A project is a temporary
endeavor undertaken to
create a unique
product or service.
A product is the thing
that you build
(or the service you provide)
that impacts people.

9. 9
FROM PROJECT TO PRODUCT
Project Vs.
- Outputs
- Time, scope,
budget
- Abstract (work
management)
- Predictive
- Has a finish
- Investments
promise ROI
Product
- Outcomes
- Continuous
value
- Concrete (actual
thing)
- Adaptive
- Ongoing
- Value-drives
investment
Plan
Driven
Value & Quality
Driven
Cost Schedule
Scope (Rqt’s) Cost Schedule
Scope (OKR’s)
Fix cost and schedule;
float the scope
Fix the scope; float the
cost and schedule
PROJECT
The plan drives cost &
schedule estimates.
PRODUCT
The vision drives outcome-
based roadmaps.
TRANSITIONING FROM MEASURING EFFORT AND OUTPUT TO OUTCOMES AND VALUE DELIVERED

10. 10
10
PROCESS AND APPROACH
From Project to Product

11. 11
TRADITIONAL VS AGILE
Traditional Requirements With Iterative Delivery
Traditional Process
R D B T
G ($)
G ($)
TIME
R D E T
G ($)
G ($)
TIME
DBT DBT DBT DBT

12. 12
PRODUCT AGILITY
G ($)
G ($)
Ideas
1
2
3
.
.
.
Questions
to answer
Roadmap /
Backlog

13. 13
TECH: DevOps & Technical Agility
AGILE: Blended Discovery & Delivery
PRODUCT: Product Strategy & Early Discovery
?
PRODUCT LEARNING
SCRUM

14. 14
“BIG ROCK” CHALLENGES
FUNDING
SEPARATION OF
BUSINESS & IT
ROLE OF PMO
PRODUCT
MANAGEMENT
TEAM
ALIGNMENT AND MORE…

15. 15
15
PLANNING AND PRODUCT
From Project to Product

16. 16
FROM PROJECT TO PRODUCT
Strategy → Projects →
Milestones → Tasks
Strategy → Roadmaps →
Journeys → Stories
DREAM DREAM
Project Project Project
Task
Task
Task
.
.
.
Task
Task
Task
.
.
.
Task
Task
Task
.
.
.
Roadmap
Product Story
Journeys & Stories

17. 17
FROM PROJECT-BASED ROADMAPS
Q1 Q2 Q3 Q4 After Q4
Big Project 1
Big Project 2
Big Project 3
Big Project 4
Big Project 5
Work

18. 18
FROM FEATURE-BASED ROADMAPS
Q1 Q2 Q3 Q4 After Q4
• Feature 1
• Feature 2
• Feature 3
• Tech feature 1
• Tech Feature 2
• Tech feature 3
• Feature 4
• Feature 5
• Feature 6
• Tech feature 4
• Tech Feature 5
• Tech feature 6
• Feature 7
• Feature 8
• Feature 9
• Tech feature 7
• Tech Feature 8
• Tech feature 9
• Feature 10
• Feature 11
• Feature 12
• Tech feature 10
• Tech Feature 11
• Tech feature 12
• Feature
• Feature
• Feature
• Feature
• Feature
• Feature
• Feature
• Feature
• Feature
• Feature
• Feature
• Feature
• Feature
Product Capabilities

19. 19
TO OUTCOME-DRIVEN ROADMAPS
Q1
● Enhance resiliency of
the purchasing app
● Increase
automated test
coverage
to 40-50%
● Introduce 4-5
“chaos” tests
● Automate PR process
within CI/CD pipeline
Q2
● Increase new
user registrations
by 20%
● Reduce fall
off during
registration process
by 25%
● Allow standard
registration in less
than 7 clicks
● Automate 2 of the
steps that today
require manual input
● Remove rqmt to
supply credit card
at registration
Q3
● Convert 30% of
new registrants
to purchasers
● Reduce time on task
for purchase flow to
<30 seconds
● Offer discount for
first-time purchasers
● Reduce errors in
credit card
processing to less
than 1% of tries
Q4
● Increase average
purchase amount by
20%
● Propose purchase
ideas based on
similar user behavior
● Propose
complimentary
product based on
purchase selection
and similar user
behavior
● Add item to cart
in one-click
AFTER Q4
● Outcome
● Outcome
● Outcome
● Outcome
Impact

20. 20
HOW DO YOU BRING IDEAS TO LIFE?
PRODUCT
IDEAS
PRODUCT
CHOICES
Collaborative Framing
Pragmatic Personas
Story Mapping
User Interviews
Market Research
Customer Journeys
Story Splitting
Validation Measures
Story Writing
Prototyping

21. 21
EARLY DISCOVERY

22. 22
WE “OWN” THE “WHOLE” PRODUCT
Whole Product
Ownership
Tech,
infrastructure,
and product
foundation
New,
cool stuff

23. 23
PRODUCT HORIZONS ARE ABOUT THE IMPACT
Strategy → Projects →
Milestones → Tasks
Strategy → Roadmaps →
Journeys → Stories
DREAM DREAM
Project Project Project
Task
Task
Task
.
.
.
Task
Task
Task
.
.
.
Task
Task
Task
.
.
.
Roadmap
Product Story
Journeys & Stories
Work
Impact

24. 24
MEASURING ACROSS DIFFERENT DIMENSIONS
RESILIENCE
PROGRESS IMPACT
• Velocity
• Amount of “done” work
• Lead Time
• Deployments/week
• Mean Time Between Failures
• Mean Time to Recovery
• SQALE Code Quality
• Code Coverage Through Tests
• # of Support Tickets Logged
• Conversion Rate
• New Monthly Recurring Revenue
• Life-Time Value
• Churn, NPS, CSAT

25. 25
18+ IMPACT METRICS
Leading Indicators
• Monthly Unique Visits
• Organic Traffic vs. Paid Traffic
• Conversion Rate to Customer
• Number of Support Tickets Created
• First Response Time
• Time to Close Support Ticket
• Active Users
• Customer Time to Value
• Marketing Qualified Lead (MQL)
• Sales Accepted Lead (SAL)
Lagging Indicators
• New Monthly Recurring Revenue (MRR)
• Add-on Monthly Recurring Revenue
• Total New Monthly Recurring Revenue
• Total Annual Recurring Revenue (ARR)
• Annual Contract Value (ACV)
• Lifetime Value (LTV)
• Customer Acquisition Cost (CAC)
• Churn
• NPS/CSAT

26. 26
26
PEOPLE AND TEAMS
From Project to Product

27. 27
FUNDING BY TEAMS ALLOWS FOR PERSISTENT TEAMS
BRINGING PEOPLE TO THE WORK BRINGING WORK TO THE TEAMS
TEAM
TEAM
Backlog
Backlog
Project 1
Project 2
Project 3

28. 28
BLEND DISCOVERY AND DELIVERY WITHIN THE TEAM
Discovery
• What problems do
customers have?
• What value
can we create
for them?
• In what order
should we create
that value?
• Did we build the
right thing?
Delivery
• How will we
build it?
• How much can
we build?
• Did we build it
the right way?
Product Team

29. 29
29
IN THE END
From Project to Product

30. 30
• Frequent delivery of whole value
• Building the right thing, the right way
• Collaboratively learning & improving
• Balancing evidence and intuition
• Producing what people need
• Not burning people out
SUCCESS IS...

31. 31
OTHER RELATED
RESOURCES
• “Project to Product: Building
the Right Thing in the Right
Way”

32. 32
www.cprime.com/learning Promo code: PNT21

33. 33
WWW.CPRIME.COM | 877.753.2760
LEARN@CPRIME.COM | (877) 753-2760 | WWW.CPRIME.COM
Coaching and Leading Product Agility
Anne Steiner
anne.steiner@cprime.com
linkedin.com/in/annesteiner @annesteiner7

34. QUESTIONS?
WWW.CPRIME.COM | 877.753.2760
QUESTIONS?
WWW.CPRIME.COM | 877.753.2760

35. QUESTIONS?
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THANK YOU
WWW.CPRIME.COM | 877.753.2760