Jeff Patton


Good Product Evangelist, author of “User Story Mapping”

Jeff makes use of over 20 years of product design and development experience to help companies create great products.

Jeff started in software development in the early 90s as a project leader and senior developer for a small software product company. There he learned that well written code, and fast delivery isn’t the secret to success, it’s just table stakes. It’s actually deep understanding of your customers and users coupled with a desire to create a product that’s really valuable to them that makes the biggest difference.

In 2000 Jeff worked as a product manager at one of the first companies adopting Extreme Programming. It was there he built a strong appreciation for the discipline that Agile thinking brings to software development and a deep concern for what seemed to be left out, specifically good product thinking. Since then Jeff has been an evangelist championing the inclusion of strong product design and user experience practice in Agile development. Today Jeff teaches and coaches a contemporary blend of practice that incorporates Lean and Lean Startup and Design Thinking all directed at helping organizations build products their customers love.

Jeff’s a Certified Scrum Trainer, and winner of the Agile Alliance’s 2007 Gordon Pask Award for contributions to Agile Development. Jeff is author of the O’Reilly book User Story Mapping which describes a simple holistic approach to using stories in Agile development without losing site of the big picture. You can learn more about Jeff at his websites:, and There you can find essays and past writing from his columns with, Better Software Magazine, and IEEE Software on Jeff’s websites: and

YOW! West 2014 Perth

Won’t Get Fooled Again: How Organizations Have Evolved to Value Learning Over Self-deception


Organizations are gradually learning to stop fooling themselves.

The rise of agile development helped us focus on building smaller things. We stopped fooling ourselves about quality, about the designs of our solutions inside and outside, and most importantly, we stopped fooling ourselves that people wanted what we were building. Upon learning we were building the wrong thing, we learned that our concerns about quality and design were premature. The rise of Learn startup thinking helped us focus on learning faster. We’re now learning to build experiments not designed to be scalable or maintainable, but to be quickly deployable and to return more data that helps us learn faster. We’re learning that the hard part of software development is learning fast, not building fast.

This talk is about the rise of learning as a valuable activity. I’ll give examples of organizations that invest in experiments that take the cooperation of developers, testers, product mangers, infrastructure, sales, and marketing. At the end of these experiments organizations are left with no deliverable product and only the knowledge that the product they’re thinking of should or shouldn’t be built at all.

In the past we’d have called this waste. We’ve invested lots of money and time and received nothing. But today more and more organizations are realizing we’re playing a longer game. They’ve learned to stop fooling themselves and work together to learn more, faster.

Passionate Product Ownership: A Certified Scrum Product Ownership


Product Ownership is hard! If you’re a working as a product owner in an agile team, you already know this is the toughest and most critical role in a successful product organization.

If you’re a UX practitioner, senior engineer, or marketing professional in your organization, it may seem like adopting Scrum or agile development has stripped away your ability to contribute as a product decision maker.

If you’re adopting an agile approach, your organization may be struggling with bloated backlogs that aren’t well understood, stressful planning meetings that last too long and fail to get at details needed to deliver predictably, a nagging feeling that you’re building the wrong thing, a lack of time to work with customers and users, chronically late delivery, and frustrated business stakeholders

There’s hope!

The Passionate Product Ownership workshop takes on the bad assumptions and bad practices that often emerge from overly simplistic approaches to agile development and Scrum. Jeff Patton will leverage his past product leadership experience, and years of coaching product teams to teach an effective product ownership strategy.


In this workshop you will learn about the role of the Product Owner and an effective product owner strategy that:

  • Positions product owners as collaborative leaders that leverage a team to get their work done;
  • Relies on active participation from UX practitioners, lead engineers, business analysts, marketing professionals and others;
  • Complements solid Agile delivery practice with effective Product Discovery practice to design and validate product ideas faster;
  • Incorporates good product management thinking, design thinking, lean startup thinking, and lean UX thinking;
  • Leverages emergent collaborative design practices like Story Mapping, Persona Sketching, and Design Sketching;
  • Focuses product ownership on the goal of maximizing successful product outcomes in the market.


This workshop isn’t just for product owners to learn about their role and responsibilities in Scrum. It’s for a broader audience that includes UX practitioners, Business Analysts, Lead Developers and Engineers, Scrum Masters and any other role that contributes to making effective product decisions in your organization.

This workshop is for all team roles!