Agile SCRUM, like any methodology is no assurance, that high value features will be produced for the intended customer. The fast-paced SCRUM iterations can just as easily produce large volumes of great code that adds little to customer value. So as I think back on this project where we had eight teams, (if my memory is correct), I distinctly remember there were some pretty significant variations between the teams’ ability to capture high customer value.
In our case, we did use business analysts with one or several teams, who worked closely with the product owner (a senior product manager) to manage the myriad of details within this large project. The business analysts, who were also part of the product management organization, were responsible for managing their specific backlog lists to ensure that their teams were focused on the high value feature priorities. They were constantly in contact with intended customers to define and validate the teams backlog.
A fundamental characteristic of all Agile methodologies is that they are shorter on documentation and longer on face-to-face, real time interactions. And as a result, team dynamics play and incredibly important role in the overall success of this approach. Strong interpersonal skills and abilities are essential ingredients therefore, especially for the business analyst since they need to be the critical link with the customer to ensure that the customer’s value priorities are heard and met.
Teams also need to walk a careful line of applying the correct amount of technical innovation that yields the optimal value for the customer. It’s so easy for a team to over engineer features or create new feature sets that, while making for “elegant software” don’t really serve the needs to the customer. Given the relative autonomy of SCRUM teams, if the business analyst gets caught up in this gestalt, a team can quickly lose it’s way. Sometimes, as in one case that I recall, it can take some "tough love" to deal with and end up requiring some pretty significant team restructuring with the corresponding loss in time, effort and forward momentum.
My personal belief is that it’s not enough to have the business analysts and product owners to be the only links to the intended customers. All members of the team should have direct customer interaction over the course of the project. There’s just no substitute for the rich “customer value context” that the team gains as a result. It’s another way to, in VALUE:driven’s terminology, “become the customer”. As the many decisions are made by the team to determine the scope and design of the product, they are guided by a deepening sense of the customer’s needs, environment and perspective.
And, of course the product owner and business analysts must lead this charge for the team. However, senior management must reinforce and support this by creating a supporting culture - where creating and delivering superior customer value is always Job #1.
As always I invite your input and comments on this an any of my blogs. And, if you happen to be in Portland next week, I invite you to register and come to the PDMA chapter meeting I mentioned at the beginning of this blog, where we’ll be discussing the role of engineering and marketing in a lean environment. I’m sure it will be a very interactive and informative event!