What is deep product backlog?
DEEP is an acronym that defines the essential aspects of an ideal product backlog, i.e., the array of desirable attributes and features that a product lacks at the time of its launch. In this regard, the various product deficiencies outlined in a DEEP product backlog are:
Detailed appropriately (D)
Information about each product deficit should be specific and contextual, i.e., Every person in product development clearly understands the implications and significance of each backlog item.
A backlog should have clear implementation timelines for the various efforts/initiatives to address product deficiencies.
The product backlog should instantly reflect the effects of new developments and changes to a product’s market conditions.
You should rank product backlog items in order of their direct significance to core business strategies, e.g., product placement, entry into new/existing market, and so forth.
While a product owner deems the various product deficits insignificant to warrant delaying a product’s launch, a product backlog is indispensable in ongoing and planned product development.
Scope of a DEEP Product Backlog
The scope of product deficiency as defined in a DEEP product backlog encompasses:
● Product composition, features, capabilities, enhancements, and bugs, whereby a product owner derives each item from multiple sources, including:
● What competing brands offer or don’t offer customers
● Current market conditions and trends, i.e., market demand the product and expected short-term/long-term changes.
● Emergence/enforcement of product-centric regulations and legislation, e.g., reclassification/banning/outlawing of particular product packaging, raw materials, etc
● Product availability, i.e., the different forms in which customers can purchase a product from vendors. This aspect entails:
o Product Packaging, i.e., the various price-specific quantities, volumes, measures, versions, and modules of products that customers can purchase
o Product Access, i.e., the different avenues through which customers gain access to a non-tangible product, i.e., a service offered in-store, online, or through an affiliate(s).
Benefits of a DEEP Product Backlog
A DEEP product backlog grants the product owner the ability to actively monitor, modify, and implement strategies to bolster a product’s adoption. In effect, this product development approach makes it possible to address an array of product-centric market-focused changes, such as:
● Negating adverse effects of sudden changes in customer expectations and demand for a product, e.g., emphasizing the use of natural/sustainable raw materials in product branding in response to negative publicity on certain product ingredients
● Identify and utilize new technologies that enhance product availability and adoption, e.g., transitioning to new resource-efficient production methods that result in higher profit margins.
● Create and implement effective marketing strategies that target an emerging customer segment, e.g., availing a product in smaller, more pocket-friendly quantities to target lower-income customers.
● Seeking out appropriate legislative channels to address newly-enforced product-centric regulations, e.g., including a health advisory message on product packaging as required by a new standard enforcing this measure.