Contact: Tracy Wemett, BroadPR
Press Release

Product Owner of SoapUI by SmartBear Presents on Using Personas and Product Canvas at 2014 Software Quality Days in Vienna

Matti Hjelm Discusses Improving Software Quality Using Personas and Product Canvas Style of Product Backlog at Software Quality Days – January 14-16, 2014 – Vienna, Austria
BEVERLY, Mass. and STOCKHOLM, Sweden — January 07, 2014 — Matti Hjelm, Product Owner of SoapUI at SmartBear Software, leading provider of quality and performance management solutions used by more than one million software development and operations professionals worldwide, is presenting, “Improving Quality Using Personas and the Product Canvas Style of a Product Backlog,” at 2014 Software Quality Days,  Tuesday, January 14 – Thursday, January 16, 2014 in Vienna, Austria. One of the biggest software quality events in Europe, Software Quality Days highlights latest trends and best practice methods in software quality management.

WHAT:           SmartBear’s Matti Hjelm Presenting, “Improving Quality Using Personas and the Product Canvas Style of a Product Backlog,” at 2014 Software Quality Days
WHEN:           Wednesday, January 15, 2014, 3:45 p.m. – 4:30 p.m. CET
WHERE:         Austria Trend Hotel Savoyen, 1030 Vienna, Rennweg 16, Austria
Matti Hjelm has 25 years of experience in programming, evolving with various roles as requirements manager, test manager and team coach. In 2001, he founded Agile Sweden, a network of Agilists learning and teaching Agile values and principles, managing the organization for a decade. He has arranged numerous seminars, workshops and conferences including the highly regarded "Agila Sverige" conference. Prior to SmartBear, he was Founder, IT Consultant, Agile Coach and Developer at Agero, an IT consulting firm. Currently, Matti is product owner of SoapUI, the most widely used API testing tool in the world.
In this session, Matti discusses practical experiences of using personas in general and advantages and take-aways of using the Product Canvas tool in a real software project. Working with personas can improve the quality of the user stories of a product backlog. By using personas in the Product Canvas tool (Roman Pichler’s Business Model Canvas compatible tool), developers can get an easier to understand product backlog. Measurements of improved quality using the tools are also presented.
For more information on Software Quality Days, visit

About SmartBear Software

SmartBear is behind the software that empowers developers, testers, and operations engineers at over 20,000 of the world’s most innovative organizations including Adobe, JetBlue, MasterCard, and Microsoft. More than 6 million people use our tools to build, test, and monitor great software, faster. Our high-impact tools are easy to try, easy to buy, and easy to use. These tools are backed by a team of people passionate about helping you create software that transforms our world. Those tools are SmartBear tools. That team is SmartBear. For more information, visit:, or follow us on LinkedIn, Twitter, or Facebook.

Contact: Tracy Wemett, BroadPR

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