ACS   an agile approach to optimising your digital strategy v4.1
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    ACS   an agile approach to optimising your digital strategy v4.1 ACS an agile approach to optimising your digital strategy v4.1 Presentation Transcript

    • An Agile and UCD Approach to Optimising our Digital Strategy
      Mia Horrigan
      September 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
    • Approach
      ADKAR
      continuous integration
      value stream
      Awareness to Action
      & Reinforcement
      +
      release 1.0
      UCD Design
      +...+
      release n
      embed in
      User stories
      Elements of User Experience
      Prioritise delivery of value in backlog
      SCRUM
      skinny
      solution
      Kanban
      build knowledge
      from retrospectives about ‘value’
      More value = act to save the Industry
    • 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
      Identify need for Human Centred design
      Specify context of use
      System satisfies specified requirements
      Specify requirements
      Evaluate design
      Produce design solution
    • Elements of User Experience
    • Why Agile & UCD ? - “Humanise a technical world”
      Agile & UCD is crucial here
      Internal System but
      Not Mandatory Use
      Consumer
      Commercial
      Projects
      Users opt-in
      But if it doesn’t work for the User they will work around it
      About the process not the person
      Agile starting to be used here
      Enterprise
      Commercial
      Projects
      Internal IT
      Projects
      Use is compulsory
      What about Operational efficiency?
      What about Value?
      Create Efficiency & Save Money
      Earn Money/Build Relationship
    • 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
    • Agile Personas
      Generation
      Profile and background
      Pain points
      Value of info providers
      Wants and needs
    • 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 …
      • I want to …
      • So I can ….
      • 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
    • 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
      • 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
      • Acceptance criteria
      • Testing scenarios
      • TDD, BDD
      • Given I am concerned about the changes..
      • When I complete info input via drop down menu…
      • Then I will see in $$$ how much extra….
      • Given I am concerned about the changes..
      • When I complete info input via drop down menu…
      • Then I will see in $$$ how much extra….
      • Given I am a …
      • When I …
      • Then I ….
    • Writing Good User Stories
      Short title
      Add a concise description (What and Why)
      As a [User]…. I want to [Task].. So that [Goal]
      Add relevant notes, spec, sketch
      Write acceptance criteria
      If the user story is too big (task>1 day) then break it down into smaller tasks & add detail
    • Combined User Stories – Scenarios
      Feature to be built
      User need
      Title: Rebate Calculator
      As a consumer on a tight budget I want to know how much the change to the rebate will affect me. So when I input info into calculator via drop down menus I will see how much extra $$$ I will pay via graph and text
      Describes behaviour
      • As a … [Role]
      • I Want to [Needs/ Values]
      • When I … [Uer interaction]
      • Then …. [Result/Outcome]
      Testable
      Outcome “done criteria”
    • Content Design
      Validate & iterate personas and user stories
      Card sorting - understand how consumers classified the information
      Prioritised features of value
    • Structure
    • Sprint Review
      Sprint 6-8
      Sprint 5
      Sprint 4
      Sprint 3
      Sprint 2
      Sprint 1
      Sprint 0
    • 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?
      Project interdependencies
      Shared resources
    • 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 projects on the board
      Three different sprints in progress
      Project interdependencies
      Streams of work with shared resources
    • Sprint 3- Wireframes to Screens
      • As a … [Role]
      • I Want to [Needs and Values]
      • When I … [Uer interaction]
      • Then …. [Result/Outcome]
      • User stories and scenarios incorporated into design and execution
    • 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
      Branding
      Added to new features and uncompleted Sprint 3 tasks to Product Backlog
      Prioritised by Product Owner
      Assigned to Sprint 4 based on new priority
    • New $$$ Prioritises
      Mobile App Requirement changed to Mobile CSS requirement
      Branding
      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 Improvement
      Learning part of process
      Reuse of widgets across projects = reduced costs
      Branding
      Branding
      Branding
      Branding
    • From Info Centric to User Centric
      Branding
      Branding
      Branding
      Branding
      Branding
      Branding
      Well accepted by users and enhanced findability of content
    • 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
      Mia Horrigan
      @miahorri
      www.zenagile.wordpress.com
      Mia Horrigan
      http://www.slideshare.net/miahorri
      Zen Ex Machina
      Mobile: +61 412 821 852 (Australia)
      Web: www.zenexmachina.com
      Email: zenexmachina [at] gmail.com
      Twitter: @zenexmachina