05/10/2017

Building Scrum Teams around Business Outcomes

Agile Tour Dublin 2017

Sarah Wilson, Head of Digital, AXA IrelandPaul Hayes, Agile Lean Product Development Consultant @paulmhayes

Intro………….Quiz:

2

AXA Ireland overview and Team overview

3

Getting started

4

Up and running

5

Outcomes vs Outputs

6

OOOI!

7

OPTIONS

• Products • Features • Enhancements

OOOI!

8

OPTIONS OUTPUTS

• Products • Features • Enhancements

• Releases •

❑

❑ Scope ❑ Time ❑ Budget

❑ Velocity

❑ Cycle Time

OOOI!

9

OPTIONS OUTPUTS IMPACT

• Products • Features • Enhancements

• Releases •

❑

• Revenue • Cost reduction • Market Share

ROI or Cost/Benefit Analysis

OOOI!

10

OPTIONS OUTPUTS OUTCOMES IMPACT

• Products • Features • Enhancements

• Releases •

❑

• Registrations • Usage • Returning

Users •

CUSTOMER BEHAVIOUR

CUSTOMER OUTCOMES

LEADING INDICATOR

• Revenue • Cost reduction • Market Share •

BUSINESS OUTCOMES

LAGGING INDICATOR

OOOI!

11

OPTIONS OUTPUTS OUTCOMES IMPACT

• Products • Features • Enhancements

• Releases •

❑

• Registrations • Usage • Returning

Users •

• Revenue • Cost reduction • Market Share •

? ? ?

OOOI!

12

OPTIONS OUTPUTS OUTCOMES IMPACT

•

❑

WHY? • •

SIMPLIFIED BUDGETING

PURPOSE

AUTONOMY

MASTERY

OOOI!

13

OPTIONS OUTPUTS OUTCOMES IMPACT

• Products • Features • Enhancements

• Releases •

❑ Scope ❑ Time ❑ Budget ❑❑ Velocity ❑❑❑ Cycle Time

• Registrations • Usage • Returning

Users

• Revenue • Cost reduction • Market Share

OOOI! – In Practice

14

OPTIONS OUTPUTS OUTCOMES IMPACT

OOOI! – In Practice (3 Stage Quote Process)

15

1 2 3

OOOI! – In Practice

16

OPTIONS OUTPUTS OUTCOMES IMPACT

Improve Step 1 Conversion by x%

Improve Step 2 Conversion by x%

Improve Step 3 Conversion by x%

Improve Online Conversion By x%

OOOI! – In Practice

17

OPTIONS OUTPUTS OUTCOMES IMPACT

Improve Step 1 Conversion by x%

Improve Step 2 Conversion by x%

Improve Step 3 Conversion by x%

Improve Online Conversion By x%

Increase Revenue By €X million

Increase Online % By X%

OOOI! – In Practice

18

OPTIONS OUTPUTS OUTCOMES IMPACT

Redesign Car Step2 page

Reword NCD Prompt

Remove branch field from Home step 3

Improve Step 1 Conversion by x%

Improve Step 2 Conversion by x%

Improve Step 3 Conversion by x%

Improve Online Conversion By x%

Increase Revenue By €X million

Increase Online % By X%

OOOI! – In Practice

19

OPTIONS OUTPUTS OUTCOMES IMPACT

Redesign Car Step2 page

Reword NCD Prompt

Remove branch field from Home step 3

May Release

June Release

July Release

August Release

Improve Step 1 Conversion by x%

Improve Step 2 Conversion by x%

Improve Step 3 Conversion by x%

Improve Online Conversion By x%

Increase Revenue By €X million

Increase Online % By X%

Story so far

20

✓ A:B testing✓ Customer experience improved✓ Online completions have improved

✓ High Confidence in delivery✓ New projects

✓ 70% of our target has been achieved

OOOI! – In Practice

21

OPTIONS OUTPUTS OUTCOMES IMPACT

Redesign Car Step2 page

Reword NCD Prompt

Remove branch field from Home step 3

May Release

June Release

July Release

August Release

Improve Step 2 Conversion by x%

Increase Revenue By €X million

Increase Online % By X%

Improve Step 1 Conversion by x%

Improve Step 3 Conversion by x%

Improve Overall Online Conversion by x%

AB Tests

Form Completion Time

What AXA have done well

22

● Good backing from executive● Clear guidance on direction (AXA Group

Handbook)● One team working well first● Enthusiastic team

What has worked well

23

● Sitting together helps!● Training together helps!● Physical boards ● Scrumwise > JIRA● Breaking down barriers between Dev & Test

– Planning poker– Pair programming

● User stories : Discussion & Sizing > Format● Right size backlog

Backlog - short, but aligned with vision

24

Next...

25

● Continuous Delivery Focus● Projects to Products● Team 2 & 3

We are hiring!