Slides for talk presented at Agile Riga Day 2012. Full description: http://www.agilerigaday.lv/schedule/product-management-in-agile-organization-with-product-developed-by-many-teams

1. Product Management
with product developed by many teams
VISIT OUR BLOG: adform.com Vaidas Adomauskas
TWITTER: adforminsider 2012-03-17

2. Vaidas Adomauskas
www.agile.lt, #agilelietuva
Blog: http://scrum.agile.lt
www.facebook.com/agilelietuva
Twitter: @adomauskas www.slideshare.net/agilelietuva
www.slideshare.net/vaidasa www.agileturas.lt, #agileturas
www.linkedin.com/in/vaidas www.agilediena.lt, #agilediena
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3. Nice Scrum framework…
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4. Agenda
 Context
 Teams
 Product Owners / Managers
 Features
 Research
 Summary and Q/A

5. Context
Adform system

6. Just online 

7. Everyone sees banners…

8. Planning

9. Optimization and Real Time Bidding

10. Reporting

11. Publisher Web Advertiser Web Search Engine
Banner Page Searched keyword
Click Click
Landing Page
……. Banner Text Ad
Page
Browsing
Tracking
Transactions
Internet
IN: Request or Event OUT: Content
Ad Serving and Web Analytics Front End
Middleware, Databases, Data Warehouses, BI Back End
Management and Planning, Reporting, BI Tools (UI)
Agencies Advertisers Publishers Creative Agencies Operators Partners

12. Scrum implementation
Scrum Start
• 1 team 2010-03 • > 60 people
• 1 project • > 40 people • 9 Scrum teams
• 6 Scrum teams • Research team
Scrum Pilot
Scrum Now
2009-12

13. Teams
How to organize?

14. Feature Team Component Team
 Highest value features  Familiar or “fast” features
 Less delay  Increased delay
Craig Larman, Bas Vodde - “Practices for Scaling Lean & Agile
Development”, http://www.craiglarman.com/

15. Director
Team 1 Team 2 Team 3 Team 4 Team 5 Team 6
Product Product Product Product Product Product
Owner Owner Owner Owner Owner Owner
Scrum Master Scrum Master Scrum Master Scrum Master Scrum Master Scrum Master
Team Team Team Team Team Team

16. Component Teams…
Good Consider
 Easy start - developers  How to divide
know components, not components?
features
 How to run valuable sprint
 Testers/analysts divided to reviews?
teams
 How to plan features?

17. Publisher Web Advertiser Web Search Engine
Banner Page Searched keyword
Team Click Click
Landing Page
……. Banner Text Ad
Page
Browsing
Tracking
Transactions
Internet
IN: Request or Event OUT: Content
Team
Ad Serving and Web Analytics Front End
Middleware, Databases, Data Warehouses, BI Back End
Team Team Optimization
Team
Back End
Management and Planning, Reporting, BI Tools (UI) Team
Team Team
Team
Agencies Advertisers Publishers Creative Agencies Operators Partners

18. Growing Management
Director
Team 1 Team 2 Team 3 Team 4 Team 5 Team 6 Team 7 Team 8
Product Product Product Product Product Product Product Product
Owner Owner Owner Owner Owner Owner Owner Owner
Scrum Master Scrum Master Scrum Master Scrum Master Scrum Master Scrum Master Scrum Master Scrum Master
Team Team Team Team Team Team Team Team

19. Publisher Web Advertiser Web Search Engine
Banner Page Searched keyword
Team Click Click
Landing Page
……. Banner Text Ad
Page
Browsing
Tracking
Transactions
Internet
IN: Request or Event OUT: Content
Team
Ad Serving and Web Analytics Front End
Middleware, Databases, Data Warehouses, BI Back End
Team Team Optimization
Team
Back End
Management and Planning, Reporting, BI Tools (UI) Team
Team Team
Team
Agencies Advertisers Publishers Creative Agencies Operators Partners

20. Conway's law
 ...organizations which design systems ... are
constrained to produce
designs which are copies of
the communication
structures of these
organizations.
 The structure of a software system reflects the
structure of the organization that built it.
http://en.wikipedia.org/wiki/Conway%27s_law
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21. Adform Examples
 Miss use
 Team x builds internal API
 Team y gets the same data from DB directly
 “What if their service is down?!..”
 Sub optimization
 Team x builds front end (bidder)
 Team y builds logics and storage
 Twice more servers are needed
 “What if your service takes all CPU/RAM while running on the
same server?!”
 …
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22. Publisher Web Advertiser Web Search Engine
Banner Page Searched keyword
Team Click Click
Landing Page
……. Banner Text Ad
Page
Browsing
Tracking
Transactions
Internet
IN: Request or Event OUT: Content
Team
Ad Serving and Web Analytics Front End
Middleware, Databases, Data Warehouses, BI Back End
Team Team Optimization
Team
Back End
Management and Planning, Reporting, BI Tools (UI) Team
Team Team
Team
Agencies Advertisers Publishers Creative Agencies Operators Partners

23. Publisher Web Advertiser Web Search Engine
Banner Page Searched keyword
Team Click Click
Landing Page
……. Banner Text Ad
Page
Browsing
Tracking
Transactions
Internet
IN: Request or Event OUT: Content
Ad Serving and Web Analytics Front End
Team Real Time Bidding
and Optimization
Back End
Middleware, Databases, Data Warehouses, BI Back End
Team Team
Team
Management and Planning, Reporting, BI Tools (UI) Team
Team Team
Team
Agencies Advertisers Publishers Creative Agencies Operators Partners
*Ray Valdes http://blogs.gartner.com/ray_valdes/2008/09/19/organizational-structure-vs-product-architecture-which-one-wins/

24. Product Owners /
Managers
How to start?

25. Director
Team 1 Team 2 Team 3 Team 4 Team 5 Team 6
Product Product Product Product Product Product
Owner Owner Owner Owner Owner Owner
Scrum Master Scrum Master Scrum Master Scrum Master Scrum Master Scrum Master
Team Team Team Team Team Team

26. POs from development…
Good Consider
 Easy start  Choose people, not their
 System Analyst – Product titles
Owner
 Project Manager – Scrum
Master  No real ROI decisions
 Easy synchronization  No direct contact with
customers
 Knows domain/people

27. Birth of Product Areas
… and PM department
Director –
Project Management
Director – Product Director – Product
…
Area 2 Area 1
Product Owner
Product Owner X
W
… Product Owner Z
…

28. Director
Team 1 Team 2 Team 3 Team 4 Team 5 Team 6 Team 7 Team 8
Director - Product Product Product Product Product Product Product Product Product
Management Owner Owner Owner Owner Owner Owner Owner Owner
Scrum Scrum Scrum Scrum Scrum Scrum Scrum Scrum
Master Master Master Master Master Master Master Master
Team Team Team Team Team Team Team Team
 Education
 1 CSPO in 2010
 7 CSPOs in 2011
 PMs trainings

29. Start

30. Now

31. Features
How to plan?

32. Video cube – new event
(e.g. banner turn)
 Planning – set in UI
 Banner –
handle event and pass it
 Serving –
accept and record
 Warehouse –
store and attribute
 Reporting – add to report (create new)

33. Feature with few teams
 Plan:
 Reality:

34. Feature with few teams
 What works:
 Assign clear “main (feature)” PM (PO)
 Main PM drives this process

35. Research
How to fit?

36. Scrum start
Director
Team 1 Team 2 Team 3 Team 4 Team 5 Team 6
Product Product Product Product Product Product
Owner Owner Owner Owner Owner Owner
Scrum Master Scrum Master Scrum Master Scrum Master Scrum Master Scrum Master
Team Team Team Team Team Team

37. Scrum start – in component team
Director
Team 1 Team 2 Team 3 Team 4 Team 5 Team 6
Product Product Product Product Product Product
Owner Owner Owner Owner Owner Owner
Scrum Master Scrum Master Scrum Master Scrum Master Scrum Master Scrum Master
Team Team Team Team Team Team

38. Software Research
projects
http://lunar.lostgarden.com/uploaded_images/essay-DiscovertheFunEarly-ScrumComplexity-729863.jpg

39. Scrum now – in “consultants” team
Director
Team 1 Team 2 Team 3 Team 4 Team 5 Team 6 Team 7 Team 8
Product Product Product Product Product Product Product Product
Owner Owner Owner Owner Owner Owner Owner Owner
Scrum Scrum Scrum Scrum Scrum Scrum Scrum Scrum
Master Master Master Master Master Master Master Master
Research
(RnD) Team Team Team Team Team Team Team Team

40. Research in “consultants” team…
Good Consider
 Dedicated time to try new  Agree on research
technologies priorities (with PMs)
 Review of legacy  Involve relevant teams
applications (form “virtual teams”)
 Consultant like questions  Communicate results

41. Summary
What can I use from this talk?

43. Thank you
Vaidas Adomauskas
v.adomauskas@gmail.com
http://scrum.agile.lt

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