I have an idea!

I have an idea!
How to transform what is in your boss’ head into
something deployable.

Rubén Orta Magán
CTO Grupo Antevenio
email: rorta@antevenio.com
blog: http://devspoke.com
twitter: @agileando
linkedin: es.linkedin.com/in/rubenorta
slideshare: es.slideshare.net/agileando
github: github.com/rubenorta

The Consultant
That
Sucked!That
Sucked!

What I have built ?
an affiliate network ( dead )
two email marketing platform
two landing page builders
a transactional email service
a kpi management tool
a co-registration platform
an xml feed processing tool
a twitter users ranking (dead)
a fashion portal
a job portal
an ecommerce ( fashion )
a social travel site
two deals aggregators

Our Framework
[1] The Idea
[2] The Vision
[3] Research
[4] User Persona Definition
[5] Inception
[6] Storyboards
[7] User Stories Workshop
[8] User Story Mapping
[9] Build

Iiiiiii haaaave an
ideeeeeeea!

“I hate to tell you, but you have very little. Ideas are easy.
Implementation is hard. Keep thinking.”
Guy Kawasaki
“Execution really shapes whether your company takes off
or not. A lot of people start out with an exciting thing and
they want to take over the world, but really the people
who do take over the world have a good plan of how to
get there and the steps along the way.”
Pete Cashmore
“Ideas are commodity. Execution of them is not.“
Michael Dell
Everyone have ideas

[2] The Vision
WHO:
General Manager, Marketing, Product Owner, User
Experience, Sales
DURATION:
2 Hours
DELIVERABLES:
The Product Vision Board
MATERIALS:
Paper, Post-It, WhiteBoard

[2] Product Vision Board
VISION
Crisp summary of the vision / idea.
TARGET
GROUP
Which market segment does the
product address?
Who are the target users and
customers?
NEEDS
Which needs does the
product support?
How does it create value for
its users?
Which emotions will it
evolve?
PRODUCT
What are the three to five
top features?
What are its unique selling
points?
VALUE
How is the product going
to benefit the company?
Will it, for instance,
increase revenue, enter a
new market, develop the
brand, reduce cost, create
valuable knowledge?
BARRIERS BARRIERS BARRIERS BARRIERS

[2] Example
VISION: Travel to the moon
TARGET
GROUP
Astronauts
USA Government
NEEDS
Allow travel to outer space.
Roundtrip transport to the
moon with humans.
PRODUCT
1. Roundtrip to the
moon.
2. Human safe
3. Communication
system between
earth and starship.
VALUE
Be the first country to
put a man in the
moon.
Winning USSR in the
space race
This is an idea of JFK but hasn’t the full
support of the Senate.
Gravity. There is no oxygen in the
stratosphere.
We Only have managed to put
men in orbit
USSR was the first country to
put a man in orbit

[3] Research
WHO:
Marketing, User Experience, Sales, Support
DURATION:
2 hours interview definition, 1-2 weeks to research
DELIVERABLES:
Qualification questionnaire, Research Documents
MATERIALS:
Paper, Phone, Email.

[3] Research
[1] Competitive analysis
[2] Market sizing
[3] Identifying neglected and growing user segments
[4] Differentiation ( Price, Promotion, Design….)
[5] Find the early adopters

[3] How is an early adopter ?
[1] He has a problem
[2] He’s aware that has a problem
[3] He’s using substitutes (other products) or a workaround
[4] He’s actively looking for a solution
[5] He has a budget

[4] Persona
WHO:
User Experience, Product Owner
DURATION:
½ day
DELIVERABLES:
User Persona
MATERIALS:
Paper

[4] User Persona
PICTURE &
NAME
DETAILS GOAL
What does the person looks
like?
What is its name?
Choose a picture and a name
that are representative, and
that allow you to develop
sympathy for that persona.
What are the person’s relevant
characteristics and behaviours?
Consider demographics, spare
time activities, attitudes, and
common tasks, for instance.
Why would the persona want to
buy or use the product?
What problems should the
product solve?
What benefits does the persona
want to archive?
If there are multiple problems
or benefits, identify the main
one and put it at the top

[4] Example
PICTURE &
NAME
Neil Armstrong
DETAILS
Age: 39 years old
Job: Astronaut
At age 6 he had the opportunity to fly
in an airplane. Before having a driver's
license and earn the airplane pilot's
license.
He has participated in the Korean War,
making 78 successful missions. After
his retirement as a pilot, he passed the
examinations for astronaut and he is
currently working for the government
of the USA.
He is ambitious and eager to conquer
the world person.
"I think all men have a finite number of
heartbeats. I have no intention of
spending any of mine "
OBJECTIVES
He wants to be a member
of the first expedition to
the Moon.
He wants to survive the
expedition.
He wants to help his
country.

[5] Inception
WHO:
Product Owner, Scrum Master, Developers, UX, Design
DURATION:
1-2 days
DELIVERABLES:
Inception Deck
MATERIALS:
Post-It, Color Pen, WhiteBoard

[5] Inception
[1] Why are we here ?
[2] Elevator pitch
[3] Design a product box
[4] Create a NOT List
[5] Meet your neighbors
[6] Show the solution
[7] Ask what keeps us up at night
[8] Size it up
[9] Be clear on what’s going to give
[10] Show what it’s going to take

[6] Storyboards
WHO:
Product Owner, Scrum Master, UX
DURATION:
From an hour to a day per artifact
DELIVERABLES:
Storyboards + paper prototypes
MATERIALS:
Paper, Color Pens

[6] Example
Mar de la
Tranquilidad
0º42'50"N-23º42'28"E
Escaleras salida
al exterior.
Casco, Guantes,
Botas, Módulo
Supervivencia,
Cuerpo
Es un pequeño
paso para el
hombre pero un
gran paso para la
humanidad.
Zona Control,
Camara
Aislamiento
Apertura
Puertas,
Sistema TV
ACTIVITY NAME: Moon walk
The lunar module is on
the surface of the moon.
Neil checks that all equipment
worn is correct and working.
After the check he moves to
the isolation chamber to
proceed to the departure of
the ship.
His partner Buzz opens the
doors of the lunar module and
turn on the communication
systems.
Neil descends the stairs
and step on the lunar
surface.
After taking a few steps
on the lunar surface
sends a message to earth.

[7] User Stories Workshop
WHO:
Product Owner, Scrum Master, Developers, UX
DURATION:
1 Day
DELIVERABLES:
Product Backlog
MATERIALS:
Post-It, Cards, Color Pens

[7] User Story
<Theme> <Priority> <Size>
As a <type of user>, I want <some
goal> so that <some reason>.
Definition(s) of Done:
Given a <type of user>,
when <some action>,
then <some result>

[7] Example
Moon Landing, 5, 13
As Neil, I want to use a space suit so
that i can walk in the moon.
Definition(s) of Done:
Given an astronaut, in the lunar
module, wearing a spacesuit
when he walk in the moon,
then he can breath and stay warm.

WHO:
DURATION:
½ Day
DELIVERABLES:
RoadMap + MVP
MATERIALS:
Product Backlog, Post-IT, Color Pens

US 1.1
US 1.2
US 1.3
PRIORITY
TIME
ACTIVITY 1 ACTIVITY 2 ACTIVITY 3

US 1.1
US 1.2
US 1.3
MVP
V.1
V.2
PRIORITY
TIME
ACTIVITY 1 ACTIVITY 2 ACTIVITY 3

[9] Build
WHO:
DURATION:
2 Weeks * Sprint
DELIVERABLES:
Sprint backlog, a new product or a new feature
MATERIALS:
Whiteboard, task repository, computers

[9] Build with Scrum
product
backlog
sprint
backlog sprint delivery
feedback
planning
retrospective
daily
demo

Takeaways
[1] Define the problem
[2] Research about the activity
[3] Construct an hypothesis
[4] Test
[5] Change your way of work

I have an idea!

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I have an idea!