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Upgrade Your Offer! How to Sell Business Value

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Session presented at the Drupal Business Days in Vienna on May 4th 2012. Description: …

Session presented at the Drupal Business Days in Vienna on May 4th 2012. Description:

"The market for Drupal services is maturing, and so must our offers. In order to stay relevant and be competitive as more enterprise customers enter the market, Drupal shops need to shift focus to delivering business value, and not just code. In this session I will talk about how NodeOne's offer centering around business value, rather than just "sites done to spec", has changed how we work and whom we work with. How much more fun we have now. And how you can do the same."

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  • 1. Upgrade your offer Drupal Business Days,Vienna May 4th 2012 Jakob Persson, NodeOne STOCKHOLM | GÖTEBORG | KØBENHAVN www.nodeone.se
  • 2. Introducing me Web Strategist and CKO Co-Founder of NodeOne Worked with Drupal since 2005 jakob@nodeone.se http://www.twitter.com/realsolipsist http://drupal.org/user/37564 STOCKHOLM | GÖTEBORG | KØBENHAVN www.nodeone.se
  • 3. Introducing am and clients So me of No deOne’s te Scandinavia’s largest Drupal services provider Employs 60 people Offices in Sweden and Denmark
  • 4. What we do at NodeOne,apart from...
  • 5. card games... Hi, I’m Dries!* * No he’s not really Dries, but you knew that already. www.drupalcardgame.com
  • 6. Druplicons wielding nun-chuks... Druplicon Road Trip – “Showdown in Paris” (YouTube)
  • 7. Drupal rock stars... “The Kitten Killers” Live at DrupalCon Copenhagen (photo by Dries)
  • 8. Drupal air fresheners... Drupal air fresheners revealed to the world
  • 9. Druplicon cookie cuttershttps://instagr.am/p/Jwg1XUiOIX/
  • 10. Strategy and Usability Web strategy, usability studies and effect mapping Design and UX User experience, GUI and graphic design Development Modules, themes, distributions and install profilesHosting and scalability Hosting, optimization and monitoring Training Courses, books, screencasts and learning library Consulting Technical consulting and solution architecture
  • 11. http://www.flickr.com/photos/jeffsand/3871415191/ The problem
  • 12. http://www.sxc.hu/photo/444954 http://www.flickr.com/photos/wolfgangstaudt/2053446134/ http://www.flickr.com/photos/alisdair/17553437/ http://www.flickr.com/photos/seier/513735240/
  • 13. What the Buyer sayshttp://www.sxc.hu/photo/444954 http://www.flickr.com/photos/wolfgangstaudt/2053446134/ http://www.flickr.com/photos/alisdair/17553437/ http://www.flickr.com/photos/seier/513735240/
  • 14. What the What the Buyer says Design Agency hearshttp://www.sxc.hu/photo/444954 http://www.flickr.com/photos/wolfgangstaudt/2053446134/ http://www.flickr.com/photos/alisdair/17553437/ http://www.flickr.com/photos/seier/513735240/
  • 15. What the What the What Buyer says Design Agency hears you are toldhttp://www.sxc.hu/photo/444954 http://www.flickr.com/photos/wolfgangstaudt/2053446134/ http://www.flickr.com/photos/alisdair/17553437/ http://www.flickr.com/photos/seier/513735240/
  • 16. What the What the What Buyer says Design Agency hears you are told What the stakeholder needs = idiot!http://www.sxc.hu/photo/444954 http://www.flickr.com/photos/wolfgangstaudt/2053446134/ http://www.flickr.com/photos/alisdair/17553437/ http://www.flickr.com/photos/seier/513735240/
  • 17. How did this happen?
  • 18. ???http://morguefile.com/archive/display/191422 http://www.sxc.hu/photo/444954
  • 19. IdeaNee d
  • 20. Idea Require- mentsNee d
  • 21. Co ol idea!Idea Require- mentsNee d
  • 22. Co ol idea!Idea Require- mentsNee d
  • 23. Co ol idea!Idea Require- ments Wo ot! New project!Nee d
  • 24. Co ol idea!Idea Require- ments Wo ot! New project!Nee d the end result often being WTF!
  • 25. Project DNA
  • 26. Project DNAWhy? Whom? What? How?
  • 27. Project DNAAssumptiveExplorative Why? Whom? What? How?
  • 28. Project DNAAssumptiveExplorative Why? Whom? What? How?
  • 29. Project DNAAssumptiveExplorative Why? Whom? What? How?
  • 30. The actual buyer aboutTalk to RIGHT person the main goal and return
  • 31. The actual buyer about Talk to RIGHT person the main goal and return The stakeholder aboutTalk to the RIGHT person his/her needs and goals about the RIGHT things in realizing the main goal
  • 32. The actual buyer about Talk to RIGHT person the main goal and return The stakeholder aboutTalk to the RIGHT person his/her needs and goals about the RIGHT things in realizing the main goalTalk to the RIGHT person The stakeholder about about the RIGHT things how to best support said in the RIGHT context needs and goals
  • 33. Building the right team
  • 34. yo u n ee d Who a hear re weI web site. design ing fo a r? What’s yo urbusine t sure. ss reas on Er r r... nofor do i are the n g th is ? B ut here requir ements!
  • 35. Co ol idea!Idea Require- ments Wo ot! New project!Nee d WTF!
  • 36. Co ol idea!Idea Require- ments Wo ot! New project!Nee d WTF!
  • 37. Co ol idea!Idea Require- ments Wo ot! New project!Nee d WTF!
  • 38. Co ol idea!Idea Require- ments Wo ot! New project!Nee d WTF!
  • 39. Co ol idea!Idea Require- ments Wo ot! New project!Nee d WTF!
  • 40. yo u nee dI hear site. a web
  • 41. yo u nee dI hear site. a web What’sbusine yo ur ss reasfor do i on n g th is ?
  • 42. yo u nee dI hear site. a web ho le w ents eop mm nt p co wa ost e op us. W t f rom m e b uy co to What’sbusine yo ur ss reasfor do i on n g th is ?
  • 43. Who a re we yo u nee d design ing foI hear site. r? a web ho le w ents eop mm nt p co wa ost e op us. W t f rom m e b uy co to What’sbusine yo ur ss reasfor do i on n g th is ?
  • 44. Who a re we yo u nee d design ing foI hear site. r? a web ho le w ents eop mm nt p co wa ost e op us. W t f rom m e b uy co to What’sbusine yo ur ss reas it. I hatefor do i on l be usin g n g th is I’l e ? rs. Pleas co mpute ke it suck. don’t ma
  • 45. Who a re we yo u nee d design ing foI hear site. r? a web ho le w ents eop mm nt p co wa ost e op us. W t f rom m e b uy co to What’sbusine yo ur ss reas it. I hatefor do i on l be usin g n g th is I’l e ? rs. Pleas I can tell you how to co mpute integrate with our ke it suck. don’t ma CRM system!
  • 46. Is there someone who...• knows and understands the expected return of this project and how it fits with other efforts?• knows the technical infrastructure?• can learn the needs and goals of the stakeholders and end users?• can design something that fits those needs?• can build the functionality designed?
  • 47. engineering, a re· quire· ment [r i-kwahyuhr-muhnt] noun. In nctional need that a requirement is a singul ar documented physical and fu ust be or perform... particular product or service mWhy are the requirements what they are?
  • 48. http://www.flickr.com/photos/43117091@N00/348575751/ tw hy ? Bu e. tom w Talk t kno igh y. I m wh Why indeed? What do we want to achieve?
  • 49. Define it as an ‘effect’
  • 50. Define it as an ‘effect’{...} Concise Not more than a few sentences
  • 51. Define it as an ‘effect’{...} Concise Not more than a few sentences Measurable You need to be able to evaluate whether the website achieves the effect using metrics and KPI’s
  • 52. Define it as an ‘effect’{...} Concise Not more than a few sentences Measurable You need to be able to evaluate whether the website achieves the effect using metrics and KPI’s Long-term The effect should reflect change over long time and be strategic, not tactical
  • 53. Making it happen...
  • 54. http://www.flickr.com/photos/12694739@N00/207706000/No, contrary to popular belief, nerds can’t do it. Gear or no gear.
  • 55. These guys c do it! an
  • 56. ? ? ? ? ? ? ? ? ? ? ? ? ?? ? ? ? ? ? ? ?? ? ? ?? ? ? ? ? ? ? ? ? ? ?
  • 57. ? ? ? ? ? ? ? ? ? ? ? ? ?? ? ? ? ? ? Who are they? ? ?? ? ? ?? ? ? ? ? ? ? ? ? ? ?
  • 58. ? ? ? ? ? ? ? ? ? ? ? ? ?? ? ? ? ? ? Who are they? ? ? What do they want?? ? ? ?? ? ? ? ? ? ? ? ? ? ?
  • 59. ? ? ? ? ? ? ? ? ? ? ? ? ?? ? ? ? ? ? Who are they? ? ? What do they want?? ? What do they need? ? ?? ? ? ? ? ? ? ? ? ? ?
  • 60. Who are they?
  • 61. Who are they?Job title Age Department
  • 62. Who are they?Job title Age Department
  • 63. Who are they?Job title Age Department Needs Expectations Behavior
  • 64. Who are they? Job title Age Department Needs People with common needs,expectations or similar behavior when using the website Expectations Behavior
  • 65. “Offer a low threshold to interaction and convert interactions into sales.” Why What’s in What do Ishould I it for me? have to gain? care?
  • 66. What goals are yo an d n u ee ds? What sho uld lo ok a the n d fee l be like? What featur are m es ost us eful to yo u ? Interviews Observation PersonasFocus groups Brainstorming Task analysis
  • 67. User goals Want to replace paper forms with online forms Need to avoid a lot of emails and phone calls just to forward documents and applications Want to be able to answer administrative queries on the intranetAdministrators
  • 68. Turning user goals into actions Goals ActionsAdministrators • Be able to create forms for common Want to replace paper applications and requests forms with online forms • Make it possible for users to digitally sign forms Need to avoid a lot of emails • Be able to create administrative and phone calls just to workflows forward documents and • Being able to notify others about pending applications tickets/forms/issues Want to be able to answer administrative queries on • Receive messages sent from a contact form the intranet
  • 69. Actions and user stories Users, their goals and actions form user storiesAdministrators Goal Action User Story As an administrator I’d Be able to create like to be able to create Want to replace forms for forms for common paper forms common applications and requests with online applications and so that I can replace forms requests paper forms with online forms
  • 70. http://www.flickr.com/photos/jocke66/4611545685/ These are the features we need. we need I’ve em. An d e d t h ior itiz pr
  • 71. http://www.sxc.hu/photo/535922 Are we eyet? t her
  • 72. “Offer a low threshold to interaction and convert interactions into sales.”What to measure How to measure When to evaluateWhat percentage of visitors comment, Review search logs Every six monthsshare and like content on the site. and use tracking. Track users and useWhat percentage of users who funnels to track Every six monthsinteract end up buying something. conversions. Track interactionThe percentage of visitors who using Google Every six monthsinteract more than once. Analytics.
  • 73. Measuring users’ success in achieving their goalsAdministrators 50% of forms Want to replace paper forms with should be on the online forms intranet Need to avoid a lot of emails and Survey to users that phone calls just to forward documents asks about reduced and applications use of email 90% of Want to be able to answer administrative administrative queries on the intranet questions are made through the intranet
  • 74. Effect map foran intranet
  • 75. Effect
  • 76. Metrics
  • 77. Users
  • 78. User Goals
  • 79. Actions
  • 80. Recall the team?
  • 81. R o ug h ly 120 ho urs. 0Sprint plan S1: 300 hrs S2: 300 hrs S3: 300 hrs S4: 300 hrs Sprint demo
  • 82. TODO Feature AB Feature C Feature D Feature E Feature20 storyFeature F points 50 storyFeature G points 10 storyFeature H points 20 storyFeature I points 50 storyFeature J points 50 storyFeature K points 50 story points Sprint plan 50 story points 50 story points 50 story points 50 story points S1: 300 hrs
  • 83. TODO Feature A Feature C20 storyFeature F points 10 storyFeatureGH Feature points Feature I J Feature 50 storyFeature K points 50 story points Sprint plan 50 story points 50 story points 50 story points 50 story points 300 hrs Feature B Feature D Feature E 50 story points 20 story points 50 story points
  • 84. S1: 300 hrs Feature B Feature D Feature E50 story points 20 story points 50 story points
  • 85. S1: 300 hrs Feature B Feature D Feature E50 story points 20 story points 50 story points
  • 86. S1: 300 hrs Sprint demo Feature B Feature D Feature E50 story points 20 story points 50 story points
  • 87. S1: 300 hrs Sprint demo ✔ ✔ Feature B Feature D Feature E50 story points 20 story points 50 story points
  • 88. E - th TODO way t is one’s rickie we th r than o ught ! Feature A Feature C20 storyFeature F points 10 storyFeatureGH Feature points Feature I J Feature 50 storyFeature K points 50 story points Sprint plan 50 story points w ith n der y 50 story points 50 story points wo 50 story points No egac S2: 300 hrs th ose l o -O rive rs... d Feature E it’s 50 story points it – way. ave any , le ity Ok rior lo wp
  • 89. E - th TODO way t is one’s rickie we th r than o ught ! Feature A Feature C20 storyFeature F points 10 storyFeatureGH Feature points Feature I J Feature 50 storyFeature K points 50 story points Sprint plan 50 story points w ith n der y 50 story points 50 story points wo 50 story points No egac S2: 300 hrs th ose l o -O rive rs... d it’s it – way. ave any for later , le itySave Ok rior lo wp
  • 90. Sorr y we di d have t n’t DONE ime fo r it all. Feature A Feature C 20 storyFeature F points 10 storyFeatureGH Feature points 50 story pointsJ Feature 50 story points 50 story points We got 50 story points the stu importa ff most nt for o ur effect! S1: 300 hrs S2: 300 hrs S3: 300 hrs S4: 300 hrsSave for later Sprint demo
  • 91. All the good stuff• Embrace the fact that things are unknown• A shared commitment to delivering the return• Employees get to meet the customer• No estimates based on hope and ‘best case’• Promotes transparency
  • 92. http://www.flickr.com/photos/stefansundkvist/4697877240/ Software development is innovation “Build a fighter jet, these are the performance specs, this is the budget and we want it done in five years.”
  • 93. Innovation in businesses 1985 2003Inception Success
  • 94. Improved innovation management Filter out the best 1985 solutions/idea candidates sooner Produce more viable 2003 solutions and ideas Reduce time to marketInception Success
  • 95. How agile deals with innovation Filter out the best “Responding to change 1985 solutions/idea over following a plan” candidates sooner “Working software over Produce more viable 2003 comprehensive documentation” solutions and ideas Reduce time to marketInception Success
  • 96. http://www.flickr.com/photos/stefansundkvist/4697877240/ Project DNA Assumptive Explorative Why? Whom? What? How?
  • 97. Delivering the project to a strictspecification, on a set budget and within a set time frame
  • 98. BA DIDEA Delivering the project to a strictspecification, on a set budget and within a set time frame
  • 99. Delivering the project within theagreed upon time frame in such away that it delivers the expected business value
  • 100. GOOD IDEADelivering the project within theagreed upon time frame in such away that it delivers the expected business value
  • 101. The shift
  • 102. “ We’ll achiev help y e yo u ou goals r busi on the ness web” e anag The business-“W e’ll m yo ur ld an d bui ect” oriented agency j we b pro “ We’ll build The project managing site in 50 0 h yo ur o urs” agency The ‘nuts and bolts’ agency
  • 103. Summary✓ Involve your team and customer early and shift focus to business goals.✓ Reduce dependence on guesswork estimates and details – focus on the actual case.✓ This contributes to projects being more fun and you do not need to pay the price for early over- commitment✓ UX is key to translating business needs to user stories in the backlog.
  • 104. Thank you for listening! We’re h iring! UX’ers, s developers, product owner and mo re! Talk to me. email jakob@nodeone.se twitter http://www.twitter.com/realsolipsistdrupal.org account http://drupal.org/user/37564

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