GENERAL

GENERAL

Vegas
Rules Openness Trust Respect

WHAT ELSE
DO YOU
NO EMAILS
USE MS
TEAM CHAT
CAMERA ON
IS
VOLUNTARY
NEED
TODAY?
2

• Module Introduction
• ‘A day in the life of an adidas PO’
• Roles & Responsibilities
• Product Owner Evolution Model
• Product Value & Metrics
• Product Lifecycle
• Scrum Recap
• ‘A day in the life of an adidas PO’
• Q&A
• Wrap-up & Feedback
• Module Introduction
• Creating a Product Vision
• Creating and managing a Product
Roadmap
• Creating and delivering OKRs
• Stakeholder Management
• Hands-on activity: Scenarios to
identify and work with different
stakeholders
• Wrap-up & Feedback
GENERAL
Module Introduction
• Module Introduction •
9 common ways of
• Scrum Recap •
splitting User Stories
• Backlog Management
• Hands-on Activity: User
• Writing Epics & User Story Splitting
Stories
• Acceptance Criteria
• Estimation
• Definition of Done /
Definition of Ready
• Sprint Goal &Backlog
• Wrap-up & Feedback
GENERAL
 GENERAL

• Module Introduction

• ‘A day in the life of an adidas PO’

• Roles & Responsibilities

• Product Owner Evolution Model

• Product Value & Metrics

• Product Lifecycle

• Scrum Recap

• ‘A day in the life of an adidas PO’

• Q&A

• Wrap-up & Feedback

 GENERAL

✓ Understanding of Scrum Roles

✓ Understanding of Scrum Values

✓ Understanding of Scrum Ceremonies

 GENERAL

• ✓ Understand
Module Introductionyour Role as Product Owner
• Module (PO) and roles within
Introduction the team
• Module Introduction

• ✓ Understand
Creating a Vision and apply the Product Lifecycle
• Backlog and Product Owner
Management Evolution
• 9 common Model
ways of
splitting User Stories
✓ Get toManagement
• Stakeholder know Product Value &• Metrics and
Set Sprint identify them for your Product
goals
• Hands-on Activity: User
✓ Recap
• Hands-on on Scrum
activity: Scenarios to • Hands-on Activity: Writing Story Splitting
identify and work with different Epics & User Stories
✓ Experience daily topics & challenges in the routine of a Product Owner at adidas
stakeholders
• Acceptance Criteria
• Creating and managing a
Product Roadmap • Estimation

• Creating and delivering OKRs • Wrap-up & Feedback

• Wrap-up & Feedback

 GENERAL

• Module Introduction

• ‘A day in the life of an adidas PO’

• Roles & Responsibilities

• Product Owner Evolution Model

• Product Value & Metrics

• Product Lifecycle

• Scrum Recap

• ‘A day in the life of an adidas PO’

• Q&A

• Wrap-up & Feedback

 GENERAL

We will do the exercise via MIRO (attached to Teams meeting)

9
 GENERAL

QUESTIONS?

10
 GENERAL

• Module Introduction

• ‘A day in the life of an adidas PO’

• Roles & Responsibilities

• Product Owner Evolution Model

• Product Value & Metrics

• Product Lifecycle

• Scrum Recap

• ‘A day in the life of an adidas PO’

• Q&A

• Wrap-up & Feedback

 GENERAL

• A Product is a
• tech-enabled solution to deliver certain business capabilities,
• end-to-end developed
PRODUCT TECH LEAD
WHAT • by a cross-functional Product Team

PRODUCT OWNER • The Product Team is

• composed of the skills needed to deliver the Product –
AGILE EXPERT
independent of reporting line
• selectively Domain Expertise might be added to a Product Team
HOW handovers between business and tech are minimized and
TECH
CONSULTANCY/DESIGN
customer centricity and speed is maximized
• Product Owner is a role on the business side, driving prioritization and
ENGINEERING objective setting for the Product Team

• Product Tech Lead is a role on the technical side, aligning with the
SOLUTION Product Owner on the Product roadmap and backlog, driving technology
ARCHITECTURE
innovation, delivery & service quality with the team

……..
WHO • Product Team Members are fully focused on delivering the purpose and
objectives of the Product Team

PRODUCT OWNER
CREATE AND MAINTAIN HIGH VALUE
PRODUCT
Accountabilities
• Drives business value success of
product
• Drives and measures value creation of
product area via KPIs/OKRs
• Defines user stories and prioritization
of product backlog
• Defines product roadmap
• Drives the entire product lifecycle
• Identifies and assess new product
opportunities
• Manages and collaborates with
product area owner and other product
owners towards product area success
• Creates excitement for product
PRODUCT TECH LEAD
GUIDE TEAMS IN BUILDING HIGH
QUALITY TECHNICAL SOLUTIONS
Accountabilities
• Leads long-term product success from
a technology point of view
• Builds technical excellence (built-in
quality, …)
• Plans and define high level design of
technical solutions and explore potential
technical solutions with team
• Establishes critical NFRs at product
level
• Works closely together with other
technical leads to establish technical
principles and guidelines
• Drives DevSecOps and architecture
maturity of the product
GENERAL
AGILE EXPERT TECHNICAL ROLES
INCREASE PRODUCTIVITY OF TEAM AND TECHNICAL EXPERTISE NEEDED TO
REMOVE IMPEDIMENTS EXECUTE PRODUCT DELIVERIES
Accountabilities Roles
• Enables the Product Team to remove • Tech Consultant
impediments • Solution Architect
• Ensures improvement of quality of • Data Engineer
outcome and efficiency of Product Teams,
by ensuring their empowerment and • Data Analyst
maturity • Engineer
• Launches new product teams, facilitating • UX Designer
team ceremonies and settings
• Fosters knowledge transfer within the
team and advises on individual
improvement opportunities
• Drives continuous improvement and
coaching of team members in agile
concepts
 GENERAL

SKILL SET PRODUCT OWNER EVOLUTION

• assigned as Product Owner with end-to-end mandate

and decison-rights for a defined solution (business
process & tech system) together with dedicated
Product Team

• defines Product Vision, KPI, Roadmap and OKRs

• acts as single Point of Contact for Business

Stakeholders, end-users, other Product (Areas),
Program Managers to capture requirements
and demand

• decides on demand intake and prioritization and

assigns it to Product Roadmap and Product OKRs

• manages and aligns cross-Product dependencies to

other Products

• drives Product research & discovery to increase

long-term Product Business Value along Product
lifecycle based on Product KPIs
• …
 GENERAL

QUESTIONS?

15
 GENERAL

• Module Introduction

• ‘A day in the life of an adidas PO’

• Roles & Responsibilities

• Product Owner Evolution Model

• Product Value & Metrics

• Product Lifecycle

• Scrum Recap

• ‘A day in the life of an adidas PO’

• Q&A

• Wrap-up & Feedback

 GENERAL

LEADING NORTH STAR

STATING PURPOSE & VALUE
CREATION

SBP BROKEN DOWN INTO FUNCTIONAL

ANNUAL ONE-PAGERS,
STRATEGIC INITIATIVES & THEMES

CAPTURING PRIORITIZED DEMAND 6-18 MONTH OUTLOOK FOR

FROM BUSINESS STAKEHOLDERS, PRODUCT TEAMS &
CONSUMERS, END-USERS STAKEHOLDERS

OKR’S GIVE A 90 DAY FOCUS & TRACKING

TOWARDS ANNUAL GOALS

KEY RESULTS ARE BROKEN

DOWN TO EPICS & FEATURES

WORK TO BE DONE IN
WEEKLY
WEEK ITERATIONS

DAILY TEAM COMMITMENTS

TOWARD BACKLOG DELIVERY
 GENERAL

CURRENT SCOPE OF MY PRODUCT OWNERSHIP

WORK THAT CAN BE COVERED BY MY
PRODUCT TEAM
WORK COVERED BY MANAGEMENT

18
 GENERAL

PAO

PAO

FOOTER / PRESENTATION NAME 24-APR-23 19

 GENERAL

QUESTIONS?

21
 GENERAL

• Module Introduction

• ‘A day in the life of an adidas PO’

• Roles & Responsibilities

• Product Owner Evolution Model

• Product Value & Metrics

• Product Lifecycle

• Scrum Recap

• ‘A day in the life of an adidas PO’

• Q&A

• Wrap-up & Feedback

 GENERAL

LEADING NORTH STAR

STATING PURPOSE & VALUE
CREATION

SBP BROKEN DOWN INTO FUNCTIONAL

ANNUAL ONE-PAGERS,
STRATEGIC INITIATIVES & THEMES

CAPTURING PRIORITIZED DEMAND 6-18 MONTH OUTLOOK FOR

FROM BUSINESS STAKEHOLDERS, PRODUCT TEAMS &
CONSUMERS, END-USERS STAKEHOLDERS

OKR’S GIVE A 90 DAY FOCUS & TRACKING

TOWARDS ANNUAL GOALS

KEY RESULTS ARE BROKEN

DOWN TO EPICS & FEATURES

WORK TO BE DONE IN
WEEKLY
WEEK ITERATIONS

DAILY TEAM COMMITMENTS

TOWARD BACKLOG DELIVERY
 GENERAL

A framework to assess the value a (new) product or service

creates for a consumer/end-user.

That is not how the consumer will create value for adidas, such
as, higher spending or saving costs, but how adidas helps the
consumer/end-user across the consumer lifecycle, such as
providing a seamless purchasing or returns experience.

Who is your end-user?

clarification:
- end-user: adidas system users
- customer: adidas Wholesale customers
- consumer: persona consuming adidas apparel, ftw,
 GENERAL

Value proposition metrics:

• What should you measure to make sure your value proposition is understood and speaks to your
consumers?
• e.g. NPS, interviews

Business metrics:
• What is the business problem you are solving and how will you know that you have succeeded?
• e.g. revenue, profit or costs?

Direct Product/Service metrics:

• What is the most important element of your Product, and how do you measure it?
• e.g. System uptime?
 GENERAL

NPS SURVEY GO LIVE

OFTEN ANALYSE MEASURE,
BUILD,

GET OUT DATA LEARN

OF THE
OFFICE BUILD
PROTOTYPES
MAKE THE
FOR A SMALL CUSTOMER
SEE WHAT THE
COMPETITION
CAPABILITY
SCOPE AND
A PART OF YOUR
IS DOING COMPARE DEVELOPMENT
NPS/DATA CYCLE
 GENERAL

QUESTIONS?

27
 GENERAL

• Module Introduction

• ‘A day in the life of an adidas PO’

• Roles & Responsibilities

• Product Owner Evolution Model

• Product Value & Metrics

• Product Lifecycle

• Scrum Recap

• ‘A day in the life of an adidas PO’

• Q&A

• Wrap-up & Feedback

 GENERAL

Ideally 3 months

PHASE-IN GROW 4
SUSTAIN PHASE-OUT
STAGES

Think it PROTO Build it MVP Ship it Run & Tweak it Trash it / Re-think

Exploration of new technologies, from small Evolve and continuously track Focus on optimization and Products that are not
Protos over MVPs to final new products1 value and performance of product operational excellence longer needed
SCOPE AND PURPOSE

• Build to create value and reduce risks: • Continuous improvements/ releases • Optimize products but • Product gets deleted and
create sustainable customer value and drive of the product following a defined typically no huge extensions related systems
down product risk at a low cost roadmap • Ensure maintainability and decommissioned (621)
• Key metric is consumer feedback to measure • Continuous measurement of usability of the product • Re-allocation of team to
success of MVP (measure, learn, adapt) performance and value • Keep System Running (KSR) new product(s)
• Funding of MVP (either innovation bucket of (Product OKRs, QBR sessions) focus and budgeting
existing area, or create x-area/product initiative) • Rollout product to more markets

• MVP signed-off commonly by BIZ/Tech based on • Increasing NPS • Stable NPS • No budget assigned
INDICATORS

defined acceptance criteria, business case and value • Product roadmap and objectives • <25% of backlog items • System to be decommissioned
(considering positive NPS 7-10) for at least 6-12 month compared to GROW backlog in next 3 months
• Bus. value KPIs increasing by xx% • Operational KPIs
• # of features, backlog items (incidents, defects, downtime)
INVEST3

LOW INVEST INCREASE INVEST STABILIZE INVEST REDUCE/STOP

Initiative / Exploration Project –

TEAM

Product Team (DevOps)

cross-functional Project Team2
1) Protos: clickthrough demo’s or runnable prototypes; MVP: version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort
2) called SLAM (self organizing lean autonomous multidisciplinary) teams in Digital
3) INVEST covers TCO (total cost of ownership), incl. build (project cost), run (KSR), PEX FOOTER / PRESENTATION NAME 24-Apr-23
4) Some products that are in sustain mode can change to grow again in case of bigger business or technology changes (e.g. PLM – Origo, ERP – S4), capability stays the same
 GENERAL

VISION VALIDATION
DISRUPTION
VALUE VISION VALIDATION VALUE

0 €/$/¥

TIME

30
 GENERAL

QUESTIONS?

31
 GENERAL

• Module Introduction

• ‘A day in the life of an adidas PO’

• Roles & Responsibilities

• Product Owner Evolution Model

• Product Value & Metrics

• Product Lifecycle

• Scrum Recap

• ‘A day in the life of an adidas PO’

• Q&A

• Wrap-up & Feedback

GENERAL

33
 GENERAL

QUESTIONS?

34
 GENERAL

• Module Introduction

• ‘A day in the life of an adidas PO’

• Roles & Responsibilities

• Product Owner Evolution Model

• Product Value & Metrics

• Product Lifecycle

• Scrum Recap

• ‘A day in the life of an adidas PO’

• Q&A

• Wrap-up & Feedback

GENERAL

36
 GENERAL

QUESTIONS?

37
 GENERAL

• Module Introduction

• ‘A day in the life of an adidas PO’

• Roles & Responsibilities

• Product Owner Evolution Model

• Product Value & Metrics

• Product Lifecycle

• Scrum Recap

• ‘A day in the life of an adidas PO’

• Q&A

• Wrap-up & Feedback

GENERAL

39
 GENERAL

• Module Introduction

• ‘A day in the life of an adidas PO’

• Roles & Responsibilities

• Product Owner Evolution Model

• Product Value & Metrics

• Product Lifecycle

• Scrum Recap

• ‘A day in the life of an adidas PO’

• Q&A

• Wrap-up & Feedback

 GENERAL

4/24/2023 41
GENERAL

• Module Introduction
• Roles & Responsibilities
• Product Lifecycle
• Product Owner Evolution Model
• Product Metrics & Product Value • Creating and delivering OKRs
• Scrum Recap
• Hands-on activity: 'A day in the
life of an adidas PO’ -
Challenges & Questions
• Wrap-up & Feedback
• Module Introduction
• Creating a Product Vision
• Creating and managing a
Product Roadmap
• Stakeholder Management
• Hands-on activity: Scenarios to
identify and work with different
stakeholders
• Wrap-up & Feedback
GENERAL
Module Introduction
• Module Introduction •
9 common ways of
• Scrum Recap •
splitting User Stories
• Backlog Management
• Hands-on Activity: User
• Writing Epics & User Story Splitting
Stories
• Acceptance Criteria
• Estimation
• Definition of Done /
Definition of Ready
• Sprint Goal &Backlog
• Wrap-up & Feedback