AGILE IS ABOUT FOCUSING
ON THE CUSTOMER
AND COLLABORATION…
So why do so many teams and
companies still fail to do it?

Cop...
About Me
•  Agile evangelist, pragmatist, coach, trainer,
practitioner, explorer and learner 	

•  Senior Enterprise Agile...
Courtesy of VersionOne	


Copyright© Richard Dolman | ThePragmaticAgilist.com

3
Our highest priority is to satisfy the
customer through early and continuous
delivery of valuable software.

E CUSTOMER!
S...
Welcome changing requirements, even late in
development. Agile processes harness change
for the customer's competitive adv...
Understanding Customers

WHO	
  AM	
  I
?	
  	
  

Copyright© Richard Dolman | ThePragmaticAgilist.com

6
Context Diagram
Note: Examples based on a
conceptual online learning /
professional development
web site product.	


HR Sy...
Onion Diagram
Broader Environment	

Containing System	


HR
System	


System	

HR
Associate	

Job Seeker	


Product	


Res...
Use Case Diagram
•  Use Case Diagrams take us a level deeper – to help us understand how

Stakeholders may interact with t...
User Personas
Jill – Online, Self-Learner

Characteristics

Business Analyst with 3-4 years experience, proficient with we...
Empathy Map
how much
does an
online course
cost?	


interested in
course
offerings	


Think & Feel?

What others
are sayin...
Exercise – Understanding your Customer
e
ow you can us
h
p and discuss
Pair u
o
or Personas t
Empathy Maps
mer or User’s
t...
Putting Agile into the Business’ hands
How should Business view Agile?

We need to help them answer the question –
“What’s...
Business people and developers must work
together daily throughout the project.

ork Together!
Biz & IT Must W

Copyright©...
Courtesy of VersionOne	


Copyright© Richard Dolman | ThePragmaticAgilist.com

15
Product Demos

The goal is to get customer feedback
Inspect and Adapt the Product... to ensure they are satisfied
AND to h...
How should we collaborate?

Deeply
Effectively
Sincerely
Copyright© Richard Dolman | ThePragmaticAgilist.com

17
Start thinking and acting like Partners
What would Partners do?
- Stop thinking of IT as just a “Service provider”
and of ...
Reflect Together
Facilitate a Retrospective with your business partners
and customers to ask:
How well are we collaboratin...
Alter our language…
Our highest priority is to satisfy the customer
through early and continuous delivery of
valuable soft...
Change our World!
OK, maybe that’s a bit of a stretch.
BUT! We can change the
way we work with our
Customers and
Stakehold...
Q&A
Thank You

www.linkedin.com/in/richarddolman
richard@thepragmaticagilist.com
richard.dolman@agile42.com
Copyright© Ric...
Upcoming SlideShare
Loading in …5
×

Focus on the Customer

832 views
702 views

Published on

Why and How Agile teams should focus on the Customer and improve Collaboration
Presented at PMI Chicagoland PDD 11.01.13

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
832
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Focus on the Customer

  1. 1. AGILE IS ABOUT FOCUSING ON THE CUSTOMER AND COLLABORATION… So why do so many teams and companies still fail to do it? Copyright© Richard Dolman ThePragmaticAgilist.com for PMI Chicagoland Professional Development Day November 1, 2013
  2. 2. About Me •  Agile evangelist, pragmatist, coach, trainer, practitioner, explorer and learner •  Senior Enterprise Agile Coach and Trainer with agile42, LLC. (www.agile42.com) •  10+ years practicing Agile and Lean •  Certified Scrum Professional (CSP), Certified Scrum Master (CSM), Professional Scrum Master (PSM I), ICAgile Certified Professional (ICP) and PMI Agile Certified Practitioner (PMI-ACP) My professional passion is helping companies solve critical business and technology challenges, and empowering and enabling collaborative, high-performing teams. I enjoy coaching teams, executives and managers to explore the possibilities of Agile and to seek creativity, innovation and continuous improvement through Servant Leadership. Copyright© Richard Dolman | ThePragmaticAgilist.com 2
  3. 3. Courtesy of VersionOne Copyright© Richard Dolman | ThePragmaticAgilist.com 3
  4. 4. Our highest priority is to satisfy the customer through early and continuous delivery of valuable software. E CUSTOMER! SATISFY TH Copyright© Richard Dolman | ThePragmaticAgilist.com 4
  5. 5. Welcome changing requirements, even late in development. Agile processes harness change for the customer's competitive advantage. ive Advantage! mer's Competit Custo Copyright© Richard Dolman | ThePragmaticAgilist.com 5
  6. 6. Understanding Customers WHO  AM  I ?     Copyright© Richard Dolman | ThePragmaticAgilist.com 6
  7. 7. Context Diagram Note: Examples based on a conceptual online learning / professional development web site product. HR System HR Associate Resource Manager Our Product / Solution Domestic Student International Student Employee Job Seeker 3rd Party Vendor Copyright© Richard Dolman | ThePragmaticAgilist.com Accounting System Payment System 7
  8. 8. Onion Diagram Broader Environment Containing System HR System System HR Associate Job Seeker Product Resource Manager Domestic Student International Student Payment System Employee Accounting System 3rd Party Vendor Copyright© Richard Dolman | ThePragmaticAgilist.com Adapted from How To Visualize Stakeholder Analysis By Scott Sehlhorst 8
  9. 9. Use Case Diagram •  Use Case Diagrams take us a level deeper – to help us understand how Stakeholders may interact with the solution at the Feature level. Manage online profile Manager Manage Enterprise Licenses Search Online Courses Register for Online Course Track My Learning Job Seeker Copyright© Richard Dolman | ThePragmaticAgilist.com Read/Write Reviews International Student Student Manage My Ratings and Comments Virtual Training in native language Find a Job 9
  10. 10. User Personas Jill – Online, Self-Learner Characteristics Business Analyst with 3-4 years experience, proficient with web, knowledgeable of Agile but new to practice. Goals Improve depth of Agile knowledge, gain confidence in employing Agile methods of gathering/documenting requirements, quickly learn how the BA role fits into the team (including business and IT cohorts). Likes / Needs Intuitive, easy-to-navigate learning site with a simple but visually-appealing user interface, ability to pause or exit and return to a video later (resuming where she left off), ready access to free content as her employer has limited training funds. She also would like the ability to access videos from work and home and have phone/chat support to resolve issues. Frustrations / Pain Points Confusing links, conflicting messages, lots of text on a webpage, plain or difficult-to-read fonts, unprofessional-looking websites. She also dislikes having to find “Do-it-yourself” help to issues in online forums. Copyright© Richard Dolman | ThePragmaticAgilist.com 10
  11. 11. Empathy Map how much does an online course cost? interested in course offerings Think & Feel? What others are saying about a course Hear? See? course details my experience with online courses Pain Cost course pricing confusing site navigation Say & Do? Enroll in an online course able to take online course Gain Professional Development Adapted from Innovation Games / XPLANE Copyright© Richard Dolman | ThePragmaticAgilist.com 11
  12. 12. Exercise – Understanding your Customer e ow you can us h p and discuss Pair u o or Personas t Empathy Maps mer or User’s to lore a key Cus exp Give it a try… s? role and need Copyright© Richard Dolman | ThePragmaticAgilist.com 12
  13. 13. Putting Agile into the Business’ hands How should Business view Agile? We need to help them answer the question – “What’s in it for Me?” Copyright© Richard Dolman | ThePragmaticAgilist.com 13
  14. 14. Business people and developers must work together daily throughout the project. ork Together! Biz & IT Must W Copyright© Richard Dolman | ThePragmaticAgilist.com 14
  15. 15. Courtesy of VersionOne Copyright© Richard Dolman | ThePragmaticAgilist.com 15
  16. 16. Product Demos The goal is to get customer feedback Inspect and Adapt the Product... to ensure they are satisfied AND to help them harness change for their competitive advantage… Copyright© Richard Dolman | ThePragmaticAgilist.com 16
  17. 17. How should we collaborate? Deeply Effectively Sincerely Copyright© Richard Dolman | ThePragmaticAgilist.com 17
  18. 18. Start thinking and acting like Partners What would Partners do? - Stop thinking of IT as just a “Service provider” and of Business simply as a “Stakeholder” - Start reflecting together, as a team, on how to improve our working relationship - Start sharing Goals and Accountability Copyright© Richard Dolman | ThePragmaticAgilist.com 18
  19. 19. Reflect Together Facilitate a Retrospective with your business partners and customers to ask: How well are we collaborating? Are we producing real business results? Do we have the right measures for success? Do we have the right expertise to be effective? Copyright© Richard Dolman | ThePragmaticAgilist.com 19
  20. 20. Alter our language… Our highest priority is to satisfy the customer through early and continuous delivery of valuable software. solutions! Business people and developers must workorate collab together daily throughout athe mproject. …as tea ! OH! – and stop using the “Pig and Chicken” metaphor! Copyright© Richard Dolman | ThePragmaticAgilist.com 20
  21. 21. Change our World! OK, maybe that’s a bit of a stretch. BUT! We can change the way we work with our Customers and Stakeholders… To improve our: ü  Collaboration ü  Product Quality ü  Corporate Culture Copyright© Richard Dolman | ThePragmaticAgilist.com 21
  22. 22. Q&A Thank You www.linkedin.com/in/richarddolman richard@thepragmaticagilist.com richard.dolman@agile42.com Copyright© Richard Dolman | ThePragmaticAgilist.com 22

×