In a previous post on Empathetic Product Stories, it was relevant to describe subjects of a product story as “OwnerGroup1” and “Owner Group 2”.
Here, I clarify what is meant by those terms, and how my company uses them to facilitate Product Understanding.
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Owner Group
A’s a firm believer in Ownership. Everyone who interacts with one of A’s products is an owner in some way, and an owner of that product.
Given the universal quality of “Owner,” it is imperative to make distinctions among the populations. The distinctions of Ownership allows Product and Decision Makers (OwnerGroup) to classify decisions.
Targeting Ownership is a strategy which asks “Regarding this interaction, what aspects does the individual feel agreeably responsible for?” This positions product decisions to leverage pre-existing, latent desires of the individual, increasing advantage.
Owner Groups
Here is an example chart which defines several Owner Groups by name, persona, and their positive pressure of desire. OwnerGroup and Owner Group are standard members of this table. Additional OwnerGroups should be defined and recorded as they are needed by product user stories.
Each row contains:
Group Name|Persona|Desire
OwnerGroup|Entity Officers|Entity Purpose
OwnerGroup1|Employees|Project Purpose
Owner Group|Non-employee individuals|Happiness Now
Owner Group 1|Authenticated session|Happiness Via App
Owner_Group|Professional|Occupation
Owner_Group1|Payment Exchanged,Co-Owners|Financial Income
Owner_Group2|Engaged Hobbyists,Moderators|Regular Occupation
Terminology
OwnerGroup is the True Name of this Understanding. It may be spelled OwnerGroup or Owner Group.
Owner Group is the term for this understanding in friendly English. Where OwnerGroup is obviously a proper noun, Owner Group with a space gives the reader more context clues. The spellings may be ambiguous; the spelling of it as “Owner Group” also signifies the “non-employee individuals” group. Context should be sufficient in distinguishing which definition is being indicated.
Each formatting of “Owner Group” indicates a population. To further specify within a population, numbers should be used to extend the formatted name. Use the same demarcation as between Owner and Group to join the number. For example: Owner-Group can indicate some population, and Owner-Group-1 would be a subset of that group.
How to Leverage Desire
It is imperative that a Product Owner answer the question “What is the subject of this story owning in this action?” Once oriented with the person’s desired, have the product satisfy or move with those desires. For example, Owner_Group_1, paid professionals, has already indicated a desire to be seen as a pay-worthy professional. That desire should be acknowledged by formulating processes which emphasize the relationship of payment and endorsement.
Owner Group, product consumers, have an innovative Ownership Category. The pursuit of happiness now, and the self-ownership of this pursuit is not often approached in such terms. Yet, it is clearly the positive purpose of any and every pursuit. The ownership of this area while potentially unassumed, is ideal in human conquests. Clarifying this over-arching goal 🌈 to the general population will serve implementers of OwnerGroup positively. Ownership of happiness is a true statement, potentially revelatory to consumers, and further engaging to one’s audience.
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