acs an agile approach to optimising your digital strategy v4.1
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An Agile and UCD Approach to Optimising our Digital Strategy
Mia HorriganSeptember 2011
Health Insurance Industry
• $6.8 billion Industry• Heavily Regulated industry• Not known for innovation• Risk Adverse• Baby Boomers and Ageing Population• Difficulty attracting Gen Y members
Traditional Channels
The Result
Return to Sender
Get Users Engaged or Loose $1.9B
• Legislation to cut funding by $1.9B• Previous mass media channels not measurable,
responsive or targeted • Customers embracing social media• Take debate to consumers: digital campaign
Moving Towards a Digital Strategy
Modernize • Systems architecture• Publishing processes• Engagement methods to increase trust,
usability and responsiveness
Needed Users to Engage & Act
• ADKAR
• Three months to do it !!!!
• Awareness• Desire• Knowledge• Action• Reinforcement
Change our Info Centric Approach
What We Did
• Used Agile and User-Centered Design (UCD) tools to elicit requirements
• Adopted Scrum and Kanban to prioritize and groom backlog
• Agile and UCD tools developed iteratively to help determine value to stakeholders
• Agile process allowed alignment of needs to prioritize & provide most value
Why Agile
Agility in healthcare is critical as it is one of few industries
where lives are quite literally on the line
continuous integrationvalue stream
build knowledgefrom retrospectives about ‘value’
skinny solution + release 1.0
+...+release n
SCRUMembed inUser stories
More value = act to save the Industry
Prioritise delivery of value in backlog
Approach
ADKAR
Kanban
UCD Design Elements of User Experience
Awareness to Action & Reinforcement
Scrum
• 2 weekly sprint cycles• Continuous integration to build upon skinny solution
to respond to evolving needs• Collaboration between product owner, scrum master
and team • Needs changing so estimation of what could be done
and definition of done important • Cost ($$$ vs Time vs Opportunity)
Scrum Lifecycle
Kanban
• Lean principals • Prioritise tasks from product backlog to ensure
campaign remained responsive to stakeholder needs• Visual tool to manage the backlog, focus team on
the ranked priorities• Process to manage workflow and remain flexible• “Be Lean and JIT happens”
Task Board
Committed Backlog Item
Tasks not started
Tasks in progress
Tasks Completed
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Task Board
Committed Backlog Item
Tasks not started
Tasks in progress
Tasks Completed
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User Centered Design • Wanted to be responsive to users• Engage and produce what is of most value • Based on ISO 13407 Human Centred Design • Great synergy with Agile
Specify context of use
Identify need for Human Centred design
Specify requirements
Produce design solution
Evaluate designSystem satisfies
specified requirements
Elements of User Experience
Why Agile & UCD ? - “Humanise a technical world”
Create Efficiency & Save Money Earn Money/Build Relationship
Use
is c
ompu
lsor
yU
sers
opt
-in
Internal IT Projects
Internal System but Not Mandatory Use
ConsumerCommercial
Projects
EnterpriseCommercial
Projects
Agile & UCD is crucial here
Agile starting to be used
here
What about Operational efficiency?
But if it doesn’t work for the User they will work
around itAbout the process not
the person
What about Value?
Sprint Planning
Elements of User Experience
Strategy, Scope, Structure, Skeleton and Surface
Things to Produce
Things to Do
Things to Consider(e.g. requirements)
Engagement of Stakeholders
Wants and needs
Profile and background
Pain pointsValue of info
providers
Agile Personas
Generation
Communication Channels
• >4/5 people use Web 2.0 mthly• >2/5 make contact with agencies through social media• 3/4 aged 55-64 use internet and 2/5 aged >65 use internet • 2/3 searches are conducted using mobile device• 39% of people use RSS • 26% use Social networking sites
The Nielsen Company, 2009. Social networks & blogs now 4th most popular online activity, ahead of personal email, News Release. New York, NY. 9 March.
Channel Preferences• Personas used to refine Comms Strategy as we learnt
more about these users
Sprint 1
Sprint backlog in ranked priority
Tasks being produced
What has been produced
Develop User Stories • As a Gen X consumer thinking about starting a family, • I want to know how much rebate I get now and how the change to rebate will affect me• So I can understand the out of pocket cost
• As a consumer in a rural area, • I want to access information via my 3G Smartphone • As there is limited internet access
• Breakdown Features • Task card = User Story• Minimum marketable feature
•As a …• I want to …• So I can ….
User Stories – Test Scenarios
• As a Gen X consumer thinking about starting a family, • I want to know how much the change to the rebate will affect me• So I can understand the extra costs
• Given I am concerned about the changes..• When I complete info input via drop down menu…•Then I will see in $$$ how much extra….
• As a Gen X consumer thinking about starting a family, • I want to know how much the change to the rebate will affect me• So I can understand the extra costs
• Given I am concerned about the changes..• When I complete info input via drop down menu…•Then I will see in $$$ how much extra….
• Acceptance criteria• Testing scenarios• TDD, BDD
• Given I am a …• When I …• Then I ….
Writing Good User Stories
• Short title• Add a concise description (What and Why)• As a [User]…. I want to [Task].. So that [Goal]• Add relevant notes, spec, sketch• Write acceptance criteria• If the user story is too big (task>1 day) then
break it down into smaller tasks & add detail
Combined User Stories – Scenarios
Title: Rebate Calculator As a consumer on a tight budget I want to know how much the change to the rebate will affect me. So when I input info into calculator via drop down menus I will see how much extra $$$ I will pay via graph and text
Feature to be built
TestableOutcome “done criteria”
User need
Describes behaviour
• As a … [Role]
• I Want to [Needs/ Values]
• When I … [Uer interaction]• • Then …. [Result/Outcome]
Content Design
• Validate & iterate personas and user stories• Card sorting - understand how consumers classified
the information• Prioritised features of value
Structure
Sprint Review
Sprint 1
Sprint 0
Sprint 2
Sprint 3
Sprint 4
Sprint 5
Sprint 6-8
Sprint 2 - Skeleton
Prototypes
• Prototype was a “skinny” version of the site• Used to communicate functionality and desired look
and feel and structure• Design part of the sprint• Designers paired with developers• Validate the site features with consumers• Built widgets based on prototype
Prototypes
If One Board is Great, Why Not Two?
Shared resources
Project interdependencies
Managing Multiple Projects
• Interdependencies• Simultaneous Execution• Change
“Scrum of Scrums” Board• Viewed all 3 projects within the campaign• Multidisciplinary teams across the projects• Applied learnings from one to the next
Three different sprints in progress
Three projects on the board
Streams of work with shared resources
Project interdependencies
Sprint 3- Wireframes to Screens
• User stories and scenarios incorporated into design and execution
• As a … [Role]• I Want to [Needs and Values]• When I … [Uer interaction] • Then …. [Result/Outcome]
What if New Requirements are Requested Mid Sprint?
• Option 1 -Terminate Sprint • Option 2 - Continue to deliver agreed tasks
for current Sprint
Development Team continued on current work-in-progress tasks for current Sprint
Did not commence any new tasks Design Spike to look at new requirements
Sprint 4 - New Microsite Features
• Added to new features and uncompleted Sprint 3 tasks to Product Backlog
• Prioritised by Product Owner
• Assigned to Sprint 4 based on new priority
Branding
New $$$ PrioritisesMobile App Requirement
changed to Mobile CSS requirementBranding
Branding
Storyboards
• Evolving need• Used storyboards to
visualise the flow of video
• Re-use: based on personas and user stories
• Reaching new channels not envisaged up front
Branding
Sprint 5-8 Continuous Integration
• Launched with skinny site• Iteratively built upon skinny site • Continuous Integration of new features• Utilised learning across projects
Continuous ImprovementLearning part of processReuse of widgets across projects = reduced costs
BrandingBrandingBranding
Branding
From Info Centric to User Centric
Well accepted by users and enhanced findability of content
BrandingBranding Branding
Branding
Branding
Branding
My Favourite Board
What we learned
• Multidisciplinary approach allowed us to remain flexible, responsive and adaptive
• Kanban Board great visual tool• Scrum process an effective way to continuously
integrate features • Value of Scrum master • Design as part of the Scrum team
Outcomes
• Agile methods paired with UCD tools are effective in fostering communication and buy-in from stakeholders and Team
• Using a multidisciplinary approach enables you to ensure that the website is useable, adaptive and meets the digital needs of the modern 21st century consumer
Thank you
@miahorri
www.zenagile.wordpress.com
Mia Horrigan
Mia Horrigan
http://www.slideshare.net/miahorri
Mobile: +61 412 821 852 (Australia)Web: www.zenexmachina.comEmail: zenexmachina [at] gmail.comTwitter: @zenexmachina
Zen Ex Machina