The Agile Approach To Creating Better Audience Engagement with Mack Hardy
The agile approach to
Presented by Mack Hardy,
CEO Afﬁnity Bridge
● 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
● What groups or individuals have
a vested interest in or inﬂuence
over what you’re doing?
● Who will be using your
● Try to be detailed and speciﬁc
about your audience
TEST YOUR ASSUMPTIONS
ON REAL AUDIENCE
● 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
VALIDATE EARLY AND
● It’s impossible to see your own
● 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
What we thought our audience wanted:
a personalized checklist, but we discovered it
was far too complex
● 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
What our audience actually wanted:
a simpliﬁed app that functions more like
a directory with bookmark functionality.
● Taking an iterative / agile
approach results in a much better,
more cost effective product.
● Involving audiences in the
planning stages creates more