An agile approach to optimising our digital strategy v3

An Agile Approach to Optimising our Digital Strategy
Mia Horrigan
CIO AHIA
August 2011

Using traditional channels to engage consumers
Get users engaged and involved
People prefer to make contact online
Take the conversation to channels where conversations are taking place
Customers embracing social media

Modernize
Systems architecture
Publishing processes
Engagement methods to increase trust, usability and responsiveness
Moving towards a digital strategy

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

ADKAR
Awareness
Desire
Knowledge
Action
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

Generation
Profile and background
Pain points
Value of info providers
Wants and needs
Sprint 1 - Personas

Personas used to refine Comms Strategy as we learnt more about these users
Channel preferences

Personas - 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

Validate & iterate personas and user stories
Card sorting - understand how consumers classified the information
Prioritised features of value
Sprint 2 – Workshops

User Stories – 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….

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

Prototypes
Learning part of prototyping – reduced cost
Reuse of widgets across projects

User Stories – Wireframe - Screen
As a …
I want to ……
So I can….
User stories and scenarios incorporated into design and execution
Given I ……
When I …..
Then I …..
branding
Extra payment
You pay

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

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

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

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

An agile approach to optimising our digital strategy v3

by Mia Horrigan

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An agile approach to optimising our digital strategy v3 Presentation Transcript