Web Maturity Models IA SUMMIT 2008 Vera Rhoads April 13, 2008

One cannot value what one cannot measure

One cannot value what one cannot measure

What gets measured gets done

What gets measured

gets done

Maturity Model Frameworks are used to understand, control and improve a product or a process

Maturity Model Frameworks are used to understand, control and improve a product or a process

Outline The Research Problem The Goal Attributes of Maturity Frameworks Other Existing Models – CMMI, IPMM, People CMM, eBusiness Maturity Factors for Consideration Web Maturity Model Presented Research and Industry Benefits Application Roadmap

The Research Problem

The Goal

Attributes of Maturity Frameworks

Other Existing Models – CMMI, IPMM, People CMM, eBusiness Maturity

Factors for Consideration

Web Maturity Model Presented

Research and Industry Benefits

Application Roadmap

The problem Lack of consistency in assessments of web excellence. Lack of one consistent and agreed and upon classification. Classifications evolve with technology and user disruptions.

Lack of consistency in assessments of web excellence.

Lack of one consistent and agreed and upon classification.

Classifications evolve with technology and user disruptions.

The goal The overarching objective is to enhance the understanding of the interrelations and specific dependencies between multitude of factors (socio-economic, technical, etc.) that contribute to the success of a web property.

The overarching objective is to enhance the understanding of the interrelations and specific dependencies between multitude of factors (socio-economic, technical, etc.) that contribute to the success of a web property.

The goal develop and present a hierarchical, evolutionary model with distinctly defined stages of existence and a methodology for applying the model.

develop and present a hierarchical, evolutionary model with distinctly defined stages of existence and a methodology for applying the model.

The goal Develop a toolkit with applicable action, budget and policies and standards template with extended application within the web properties field.

Develop a toolkit with applicable action, budget and policies and standards template with extended application within the web properties field.

Maturity Frameworks Explained Three Key attributes: Knowledge Element Assessment Element – methods, processes and procedure that can be used to self-assess Improvement Element

Three Key attributes:

Knowledge Element

Assessment Element – methods, processes and procedure that can be used to self-assess

Improvement Element

Innovation Theory Dissemination Innovation Defined as “an idea, practice, or object that is perceived as new by an individual or other unit of adoption”

Innovation Defined as “an idea, practice, or object that is perceived as new by an individual or other unit of adoption”

Innovation: five perceived attributes Relative Advantage Compatibility Complexity Trialability Observability

Relative Advantage

Compatibility

Complexity

Trialability

Observability

Innovation Lifecycles Stage One: Entry Stage Two: Adoption Stage Three: Adaptation Stage Four: Appropriation Stage Five: Invention

Stage One: Entry

Stage Two: Adoption

Stage Three: Adaptation

Stage Four: Appropriation

Stage Five: Invention

Maturity Frameworks Explained Standard Capability Maturity Methodology: Five Levels Traditionally identified: Initial – Ad hoc, no control Repeatable – Stable process Defined – Consistent implementation, improved understanding of the process Managed Optimizing – a foundation is established for the continued improvement and optimization of process

Standard Capability Maturity Methodology:

Five Levels Traditionally identified:

Initial – Ad hoc, no control

Repeatable – Stable process

Defined – Consistent implementation, improved understanding of the process

Managed

Optimizing – a foundation is established for the continued improvement and optimization of process

Traditional Frameworks The KPAs – key process areas These identify the changes the organizations need to make in order to advance to a higher level Web Accelerants – attributes you need to possess to move from one level to the next

The KPAs – key process areas

These identify the changes the organizations need to make in order to advance to a higher level

Web Accelerants – attributes you need to possess to move from one level to the next

CMM Model Level 1. Initial – Ad hoc: the organization has no control at all. Level 2. Repeatable – The organization has achieved a stable process with a Repeatable level of statistical control by initiating rigorous project management of commitments, cost, schedule, and change Level 3. Defined – The organization has defined the process to ensure consistent implementation and to provide a basis for improved understanding of the process Level 4. Managed – The organization has initiated comprehensive process measurements beyond those of cost and schedule performance Level 5. Optimizing – The organization now has a foundation for continued improvement and optimization of the process

Level 1. Initial – Ad hoc: the organization has no control at all.

Level 2. Repeatable – The organization has achieved a stable process with a Repeatable level of statistical control by initiating rigorous project management of commitments, cost, schedule, and change

Level 3. Defined – The organization has defined the process to ensure consistent implementation and to provide a basis for improved understanding of the process

Level 4. Managed – The organization has initiated comprehensive process measurements beyond those of cost and schedule performance

Level 5. Optimizing – The organization now has a foundation for continued improvement and optimization of the process

Why bother? The Web Maturity Model helps assess where organizations are What is the recommended level What key web accelerants they need to take to get there

The Web Maturity Model helps assess where organizations are

What is the recommended level

What key web accelerants they need to take to get there

The Planning Process Black Box View

Expected Applicability Business ROI – Return on Investment Comparative Analysis Unified, objective method of measuring Research Repeatable framework Ability to instruct into what is considered best practices

Business

ROI – Return on Investment

Comparative Analysis

Unified, objective method of measuring

Research

Repeatable framework

Ability to instruct into what is considered best practices

Benefits Provide an assessment methodology Develop an extensive benchmarking tool, P roactively assist in planning, budgeting and forecasting Provide a Road Map for success tailored within the appropriate category Provide tools for enhanced strategic planning

Provide an assessment methodology

Develop an extensive benchmarking tool,

P roactively assist in planning, budgeting and forecasting

Provide a Road Map for success tailored within the appropriate category

Provide tools for enhanced strategic planning

Model Creation and Its Components Company Categorization Taxonomy Inputs Model Engine Outputs The Toolkit

Company Categorization Taxonomy

Inputs

Model Engine

Outputs

The Toolkit

Company Categorization Size – In terms of sized companies are viewed as small, medium and large – based on factors such as number of employees, revenue and number of geographical locations. Business Model – Profit, Non-Profit, Government Web Property Existence – is there a web site or not P recedence – did the company precede the web property creation or did the web property precede or came in existence simultaneously with the company Strategic Prioritization – is the web property viewed as a strategic priority. Availability of Sufficient Funding – this category is self-explanatory.

Size – In terms of sized companies are viewed as small, medium and large – based on factors such as number of employees, revenue and number of geographical locations.

Business Model – Profit, Non-Profit, Government

Web Property Existence – is there a web site or not

P recedence – did the company precede the web property creation or did the web property precede or came in existence simultaneously with the company

Strategic Prioritization – is the web property viewed as a strategic priority.

Availability of Sufficient Funding – this category is self-explanatory.

Web Properties Categorization Existing Categorizations: By content orientation – information By transactional complexity By size By channel orientation By target audience

Existing Categorizations:

By content orientation – information

By transactional complexity

By size

By channel orientation

By target audience

Web Properties Categorization Size Business Model Web Property Existence Precedence Strategic Prioritization Availability and Allocation of Sufficient Funding

Size

Business Model

Web Property Existence

Precedence

Strategic Prioritization

Availability and Allocation of Sufficient Funding

The Study Itself Stages within the study Survey Instrument Creation Delphi Study – Survey Instrument Verification Survey Distribution Survey Processing Results Analysis

Stages within the study

Survey Instrument Creation

Delphi Study –

Survey Instrument Verification

Survey Distribution

Survey Processing

Results Analysis

Expected Further Work Scope extensions: Run a six month validity check Extend the study to a broader audience Extend the study to an international audience

Scope extensions:

Run a six month validity check

Extend the study to a broader audience

Extend the study to an international audience

Anatomy of the Study Profile of Recipients Selection Methodology Professional Affiliations and Job Titles Profile of Companies Selection Methodology and Rationale Profile of responses received Types of Companies

Profile of Recipients

Selection Methodology

Professional Affiliations and Job Titles

Profile of Companies

Selection Methodology and Rationale

Profile of responses received

Types of Companies

Challenges of the Study-Lessons Learned Area Distribution Participant Solicitation Participant Responses Survey Validity Valuable Lesson Attachments can be problematic Language needs to be as non-technical as possible Persistence, Persistence, Persistence

Area

Distribution

Participant Solicitation

Participant Responses

Survey Validity

Valuable Lesson

Attachments can be problematic

Language needs to be as non-technical as possible

Persistence, Persistence, Persistence

Findings of the Study Distribution of Companies

Distribution of Companies

Findings of the Study Historical Perspective – Year of Emergence

Historical Perspective – Year of Emergence

Findings of the Study Rankings of the Companies by the Researcher Rankings of the Companies Themselves – TBD Rankings of the Companies by the Model Comparative Analysis

Rankings of the Companies by the Researcher

Rankings of the Companies Themselves – TBD

Rankings of the Companies by the Model

Comparative Analysis

Preliminary Rankings Overall Distribution by Model Level

The WPQE Model

Inputs and Outputs INPUTS 1.Budget and Financial Factors 2. Social and Political Factors 3. Technology Acceptance 4. Innovation Levels 5. Usability 6. Priority Allocation 7. Industry Positioning OUTPUTS

INPUTS

1.Budget and Financial Factors

2. Social and Political Factors

3. Technology Acceptance

4. Innovation Levels

5. Usability

6. Priority Allocation

7. Industry Positioning

OUTPUTS

Outputs L evel 1 - Presence and Established Information Delivery – At this stage the company has made its foray into the Internet, put a stake in the ground. From a historical perspective this is the earliest Level 2 - Information Processing Level 3 - Knowledge Creation Level 4 - Business Value clearly identified and derived Level 5 - True Excellence through an Integrated, Personalized and Collaborative environment

L evel 1 - Presence and Established Information Delivery – At this stage the company has made its foray into the Internet, put a stake in the ground. From a historical perspective this is the earliest

Level 2 - Information Processing

Level 3 - Knowledge Creation

Level 4 - Business Value clearly identified and derived

Level 5 - True Excellence through an Integrated, Personalized and Collaborative environment

Evolutionary Stages

Measurement Tools One cannot value what one cannot measure

One cannot value what one cannot measure

Inside the Model Engine Size Factors 1, 2, 6 Environment Financial Factors Corporate Vision factors

Ultimate Evolutionary Paths Large for Profit Year pre- 1995 1997 2000-02 2005 2007

Large for Profit

Ultimate Evolutionary Paths Medium Non for Profit and Government Year 1995 1999 2004 2006 2008

Medium Non for Profit and Government

Ultimate Evolutionary Paths Small for Profit Year 1995 1999 2001 2003-2007 2009-11

Small for Profit

The Toolkit Standard Templates All inclusive, detailed Frequently updated Continuous Feedback Loop

Standard Templates

All inclusive, detailed

Frequently updated

Continuous Feedback Loop

Conclusions Evolutionary Steps are concrete and measurable A system can be devised to represent these There is applicability to the model There is more consistency related to size and leadership than to any other category

Evolutionary Steps are concrete and measurable

A system can be devised to represent these

There is applicability to the model

There is more consistency related to size and leadership than to any other category

Web Maturity Model

Governance Models Centralized Decentralized Federated Hybrid Sample Governance Models: http://www.usa.gov/webcontent/governance/models.shtml Garth A. Buchholz has a great PDF in Google Base www.google.com/base/a/1572395/D1118754386065475693

Centralized

Decentralized

Federated

Hybrid

Implications for Future Research Conduct a broader study Internationalize the sample Generate universal validity of the model

Conduct a broader study

Internationalize the sample

Generate universal validity of the model

Questions?