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The Agile Approach To Creating Better Audience Engagement with Mack Hardy


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Lightning Talk from 2019's The Digital Nonprofit conference.

Published in: Government & Nonprofit
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The Agile Approach To Creating Better Audience Engagement with Mack Hardy

  1. 1. The agile approach to creating better audience engagement Presented by Mack Hardy, CEO Affinity Bridge
  2. 2. CASE STUDY: ARRIVAL ADVISOR ● Affinity Bridge partnered with PeaceGeeks to create an app to help immigrants and refugees settle in BC ● The challenge: a wide variety of stakeholders, and a complex audience with varying degrees of trauma, literacy and technical skills.
  3. 3. 3 ● What groups or individuals have a vested interest in or influence over what you’re doing? ● Who will be using your website/app? ● Try to be detailed and specific about your audience TEST YOUR ASSUMPTIONS ON REAL AUDIENCE MEMBERS
  4. 4. ● An iterative (agile) approach means testing your concept at regular intervals throughout the project, and adjusting course along the way ● The earlier the testing, the less time spent moving in the wrong direction VALIDATE EARLY AND OFTEN
  5. 5. 5 ● It’s impossible to see your own product objectively. ● You’re almost guaranteed to find that at least some of your assumptions were wrong. ● Remember that the app or website you’re creating is not for you – it’s for your audience. BE WILLING TO LET GO OF YOUR PRECONCEPTIONS What we thought our audience wanted: a personalized checklist, but we discovered it was far too complex
  6. 6. ● Significant cost savings by not spending development time on a concept that isn’t going to work for the audience. ● There’s value in building a minimum viable product. COST BENEFITS OF THE AGILE APPROACH What our audience actually wanted: a simplified app that functions more like a directory with bookmark functionality.
  7. 7. ● Taking an iterative / agile approach results in a much better, more cost effective product. ● Involving audiences in the planning stages creates more engaging results. TO SUMMARIZE