"We should do this because I think it's what the customers want"

Product Owners (PO) have a lot of responsibilities, and one of them is to provide guidance to the team on what problems to solve and what is valuable to customers by bringing the voice of the customer and user to the table. However, the situation becomes dangerous when the PO becomes the voice of the customer and user, making decisions based on their working experience, without supporting evidence. This is often even worse in startups, where the pace is faster and the PO has a greater responsibility in steering the team in the right direction.

This talk is to help Product Owners as well as the teams working with them to ensure that the team is focusing on the "right problem" to solve and backing it up using evidence. I will share some tips on how to use things such as Customer Experience to focus the team to solve problems that matter, and how different types of data can help PO's make more informed decisions for their teams.


Outline/Structure of the Talk

  1. The Product Owner Dilemma (5 minutes)
  2. The challenges for Product Owners (10 minutes)
  3. Customer Experience (CX) and how it can help Product Owners (10 minutes)
  4. Agile and CX: can it work? (10 minutes)
  5. 5 recommendations for Product Owners (10 minutes)

Learning Outcome

  • Tips for Product Owners in bringing the voice of the customer (including customer feedback) and user to the decision making table
  • Tips for teams on what they should expect from their Product Owners
  • Tips on how to use data effectively to help prioritise decisions
  • Tips for startups and small to medium enterprises on the best way to equip their PO to be effective

Target Audience

VP/Director level Product & Technology Leaders, Product Owners and Designers

Prerequisites for Attendees

Basic knowledge of the values and principles of agile from the agile manifesto

schedule Submitted 4 months ago

Public Feedback

comment Suggest improvements to the Speaker
  • Jeremy Kriegel
    By Jeremy Kriegel  ~  1 month ago
    reply Reply

    I hope you can address the concerns raised earlier so we can consider your talk. Also, do you have any videos of you presenting this or another topic?

    • Saiful Nasir
      By Saiful Nasir  ~  1 month ago
      reply Reply

      Hi Jeremy,

      Apologies for the delay in response - totally agree with your points (and really like the thought you've put into it!) and made updates to my presentation talking points.

      Unfortunately, I don't have videos of me presenting however more than happy to do a video conference with you and the selection committee if you would like. In terms of my experience presenting, I've been a guest lecturer at RMIT University in Melbourne in the topic of engineering, presented at the International Institute of Business Analysis on similar topic (helping analysts understand the impact of the change they're creating to customers), been a panel speaker for Australian Marketing Institute in the area of Artificial Intelligence and its impact to Customer Experience, and most recently a mentor for my field for students in RMIT University.

      In terms of hands-on or practice components, there is a section that will cover a method Product Owners can use to incorporate customer feedback into their projects - you can find that in the Minimum Viable Experience article I've listed in the links part.

      Hope the above answers your questions - looking forward to your feedback

      • Shiv Sivaguru
        By Shiv Sivaguru  ~  1 month ago
        reply Reply


        considering the timezone differences and logistics of organizing a video call, it would be simpler if you can record a few minutes of you talking about this proposal or the session itself, it will make it easier to get a good feel for your presentation style

        • Jeremy Kriegel
          By Jeremy Kriegel  ~  4 weeks ago
          reply Reply

          agreed. also, if you could address some of your 'tips' in your video, that would be helpful. Want to make sure that there is nuance and they are not the typical things POs should already be aware of. Also, I hope they address the stated problem of fitting this activity into an already full workload and not just another thing they are too busy to do.

    • Jeremy Kriegel
      By Jeremy Kriegel  ~  2 months ago
      reply Reply

      I like these aspects of the submission, and they should be retained:

      • Gathering true customer feedback is critical

      I think the submission could be improved by:

      • Can you add times to your agenda? I worry that there will be too much time spent on context setting and not enough time to really give people practical content.
      • Are there any hands-on or practice components?