An agile approach to optimising our digital strategy v3
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An agile approach to optimising our digital strategy v3

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Today, the most popular way people prefer to make contact with organizations is online as customers embrace new digital channels. We needed to modernize our digital presence to take the conversation ...

Today, the most popular way people prefer to make contact with organizations is online as customers embrace new digital channels. We needed to modernize our digital presence to take the conversation to the channels where those conversations are taking place. Utilizing an Agile approach allowed us to increase site usability and responsiveness to consumer needs.

Process/Mechanics
This presentation will demonstrate how to use Agile and user-centered design tools and techniques to foster collaboration and buy-in from stakeholders and optimize digital communications channels. The presenter will demonstrate how personas were developed and workshopped with key groups to determine the needs and wants of consumers. The personas were used to develop user stories which formed the basis of the requirements and minimum marketable features of the site. Card sorting was used to understand how consumers classified the information and what features were of value. A prototype was developed . This prototype was a “skinny” version of the site and was used to communicate functionality and desired look and feel of the site to the team and to validate the site with consumers.

Learning outcomes
• User-centered tools and techniques are effective way to improve collaboration and encourage communication with stakeholders and within the development and design team
• Using a multidisciplinary approach (Agile and User Centered Design) enables you to ensure that the website is useable, adaptive and meets the digital needs of the modern 21st century consumer

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An agile approach to optimising our digital strategy v3 Presentation Transcript

  • 1. An Agile Approach to Optimising our Digital Strategy
    Mia Horrigan
    CIO AHIA
    August 2011
  • 2. Using traditional channels to engage consumers
    Get users engaged and involved
    • People prefer to make contact online
    • 3. Take the conversation to channels where conversations are taking place
    • 4. Customers embracing social media
  • Modernize
    Systems architecture
    Publishing processes
    Engagement methods to increase trust, usability and responsiveness
    Moving towards a digital strategy
  • 5. Used Agile and User-Centered Design (UCD) tools to elicit requirements, prioritize and groom backlog
    Allowed team to collaboration and get buy-in from stakeholders
    UCD tools developed iteratively to help determine value to stakeholders
    Agile process allowed alignment of wants and needs to prioritize & provide most value
    What we did
  • 6. ADKAR
    • Awareness
    • 7. Desire
    • 8. Knowledge
    • 9. Action
    • 10. Reinforcement
    continuous integration
    value stream
    +
    release 1.0
    +...+
    UX Design
    release n
    embed in
    User stories
    Elements of User Experience
    Prioritise delivery of value in backlog
    SCRUM
    skinny
    solution
    What we did
    Kanban
    build knowledge
    from retrospectives about ‘value’
    More value = act to save the Industry
  • 11. Generation
    Profile and background
    Pain points
    Value of info providers
    Wants and needs
    Sprint 1 - Personas
  • 12. Personas used to refine Comms Strategy as we learnt more about these users
    Channel preferences
  • 13. Personas - User Stories
    • As a Gen X consumer thinking about starting a family,
    • 14. I want to know how much rebate I get now and how the change to rebate will affect me
    • 15. So I can understand the out of pocket cost
    • 16. As a consumer in a rural area,
    • 17. I want to access information via my 3G Smartphone
    • 18. As there is limited internet access
  • Validate & iterate personas and user stories
    Card sorting - understand how consumers classified the information
    Prioritised features of value
    Sprint 2 – Workshops
  • 19. User Stories – Scenarios
    • As a Gen X consumer thinking about starting a family,
    • 20. I want to know how much the change to the rebate will affect me
    • 21. So I can understand the extra costs
    • 22. Given I am concerned about the changes..
    • 23. When I complete info input via drop down menu…
    • 24. Then I will see in $$$ how much extra….
  • 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
    Sprint 3 - Prototype
  • 25. Prototypes
    Learning part of prototyping – reduced cost
    Reuse of widgets across projects
  • 26. User Stories – Wireframe - Screen
    • As a …
    • 27. I want to ……
    • 28. So I can….
    • 29. User stories and scenarios incorporated into design and execution
    • 30. Given I ……
    • 31. When I …..
    • 32. Then I …..
    branding
    Extra payment
    You pay
  • 33. Based on prototype and storyboards, prioritised and iteratively built key features
    Launched with skinny site
    Weekly sprint to add new features
    Utilized learning across campaign interdependent projects
    Well accepted by users and enhanced findability of content
    Sprint 4-8 Continuous Integration
  • 34. Storyboards
    Evolving need
    Used storyboards to visualise the flow of video
    Re-use: based on personas and user stories and scenarios already prototyped
    Re-use
  • 35. Agile methods paired with UCD tools are effective in fostering communication and buy-in from stakeholders and Team
    Design as part of the Scrum team
    Using a multidisciplinary approach (Agile & UCD) enables you to ensure that the website is useable, adaptive and meets the digital needs of the modern 21st century consumer
    Learning Outcomes
  • 36. Thank you
    Mia Horrigan
    Chief Information Officer - AHIA
    Vice President - Women in Information and Communication (WIC )
    Agile CSM, MBA, Post grad Dip Mgmt, B Comm
    Mia.horrigan@ahia.org.au
    Maria.murphs@gmail.com
    @miahorri
    www.zenagile.wordpress.com
    www.miahorri.wordpress.com
    Mia (Murphy) Horrigan