Persuasive Requirements<br />KlaasPunselie<br />James Kuypers<br />Design for Peruasion Conference<br />October 01, 2009<b...
Intro<br />In today’s hyper competetive society, using Digital Media is a necessity for organizations.<br />Towards Person...
The Challenge:<br />How to realize succesfull solutions by applying technology to real-life problems?<br />Often difficult...
An example: Meet Johnny<br />
What Johnny found<br />
How Johhny felt<br />
What he actually needed…<br />
Typical IT/IS Project Issues<br />Example shows common miscommunications<br />Many projects do a poor job of delivering<br...
+ Persuasion<br />And with persuasive design, Psychology is  added to the mix.<br />Maybenot …  <br />
IT/IS recipe<br />iterative and incremental approach to the problem<br />adequate Requirements Management philosophy<br />...
Iterative and Incremental approach<br /><ul><li>Learningapproach
Usefulldeliveryeachiteration
Timeboxing</li></ul>=&gt; PredictableValuecreation & Risk reduction<br />
Requirements management<br />Bridging the gap between Needs and Solution<br />Provides focus and shared understanding of t...
Persuasion<br />Persuasive Design ≠ Island<br />Has to be woven into the fabric of IT/IS best practices<br />Persuasive Re...
Return to our example<br />Rembember Johnny?<br />What may have happened …<br />
How the customer explained it<br />“I need:<br />A device to help me get through the day<br />Ease of use, even when sleep...
How the business described it<br />
How the analyst understood it<br />
Assumptions<br />Wishful thinking<br />
Choose a solid foundation !<br />Thorough problem-analysis<br />What is the real problem?<br />What are the relevant root-...
More Best Practices<br />Use-Case driven requirements elicitation<br />Functional requirements by describing interaction o...
Persuasion specifics<br />Mind the Psychology !<br />Increased customer involvement <br />Get behavioral expertise<br />In...
More Persuasion specifics<br />Mind the Psychology !<br />Incorporate it in the Requirements:<br />In Actor definition<br ...
How the designer designed it<br />
Some Best Practices<br />Rule #1: Design with a purpose !<br />Keep it simple<br />Get user feedback<br />Quick and dirty ...
Persuasion specifics<br />Mind the Psychology !<br />Use the psychology info in the requirements<br />Tap into valuable so...
How the projectleader managed it<br />
Some Best Practices<br />Iterative, incremental approach<br />Manage scope<br />Baseline + manage change<br />Prioritize w...
Persuasion specifics<br />Mind the Psychology !<br />Take the Psychological aspect into account in:<br />Risk Management<b...
Difficult?<br />So, is Persuasion making IT/IS projects more difficult / risky / costly / …. ??<br />We hardly think so! <...
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Persuasive Requirements

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Presentation at the Design for Persuasion Conference in Brussels, October 1 2009.
Coines the term 'persuasive requirements', emphasizing on the importance of behavioral aspects in developing succesful software products.

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Persuasive Requirements

  1. 1. Persuasive Requirements<br />KlaasPunselie<br />James Kuypers<br />Design for Peruasion Conference<br />October 01, 2009<br />Belgacom Surfhouse, Brussels (BE)<br />http://designforpersuasion.com/<br />[TAG] D4P09 <br />© 2009 All rightsreserved.<br />
  2. 2. Intro<br />In today’s hyper competetive society, using Digital Media is a necessity for organizations.<br />Towards Personalized Co-created Experiences<br />New technology offers amazing possibilities.<br />But benefiting from it seems to lag behind<br />
  3. 3. The Challenge:<br />How to realize succesfull solutions by applying technology to real-life problems?<br />Often difficult <br />
  4. 4. An example: Meet Johnny<br />
  5. 5. What Johnny found<br />
  6. 6. How Johhny felt<br />
  7. 7. What he actually needed…<br />
  8. 8. Typical IT/IS Project Issues<br />Example shows common miscommunications<br />Many projects do a poor job of delivering<br />Quality applications, On Time, and On Budget<br />Well-known root-causes:<br />Unclear and/or unrealistic goals<br />Lack of user-input<br />Incomplete and/or changing requirements/specs<br />Ineffective Approach<br />
  9. 9. + Persuasion<br />And with persuasive design, Psychology is added to the mix.<br />Maybenot … <br />
  10. 10. IT/IS recipe<br />iterative and incremental approach to the problem<br />adequate Requirements Management philosophy<br />=&gt; improved goal-setting, communication and project approach.<br />
  11. 11. Iterative and Incremental approach<br /><ul><li>Learningapproach
  12. 12. Usefulldeliveryeachiteration
  13. 13. Timeboxing</li></ul>=&gt; PredictableValuecreation & Risk reduction<br />
  14. 14. Requirements management<br />Bridging the gap between Needs and Solution<br />Provides focus and shared understanding of the ‘what’ and ‘why’ amongst stakeholders<br />Proven positive relationship between quality of requirements and quality of end result<br />
  15. 15. Persuasion<br />Persuasive Design ≠ Island<br />Has to be woven into the fabric of IT/IS best practices<br />Persuasive Requirements<br />Include the psychology aspects<br />Relationship between the application and the user, behavior triggers and enablers, etc.<br />And should be persuasive themselves in the project<br />
  16. 16. Return to our example<br />Rembember Johnny?<br />What may have happened …<br />
  17. 17. How the customer explained it<br />“I need:<br />A device to help me get through the day<br />Ease of use, even when sleepy<br />Ringing, of course<br />Plus all bells and whistles”<br />
  18. 18. How the business described it<br />
  19. 19. How the analyst understood it<br />
  20. 20. Assumptions<br />Wishful thinking<br />
  21. 21. Choose a solid foundation !<br />Thorough problem-analysis<br />What is the real problem?<br />What are the relevant root-causes?<br />Customer centered<br />Specific target segment<br />E.g. use Persona’s<br />Early intense customer involvement<br />Survey, Requirements workshop, Co-creation?<br />Domain experts involved<br />Valid Business Case put central<br />What do we gain with the project results?<br />
  22. 22. More Best Practices<br />Use-Case driven requirements elicitation<br />Functional requirements by describing interaction of an actor with the system<br />Additionally non-functional reqs<br />
  23. 23. Persuasion specifics<br />Mind the Psychology !<br />Increased customer involvement <br />Get behavioral expertise<br />Include psychology in problem-analysis<br />E.g. incorporate Fogg Behavior Model in Fishbone-diagram and Pareto analysis<br />Look for implicit assumptions re persuasion in goals and rationale<br />For example: “Let’s build a forum online to reduce customer service costs”<br />Be aware of uncertainties (= risks) in the psychology<br />
  24. 24. More Persuasion specifics<br />Mind the Psychology !<br />Incorporate it in the Requirements:<br />In Actor definition<br />In Use-Case description<br />Target behavior, Motivators, Triggers and Simplicity<br />
  25. 25. How the designer designed it<br />
  26. 26. Some Best Practices<br />Rule #1: Design with a purpose !<br />Keep it simple<br />Get user feedback<br />Quick and dirty mockups<br />Iterative Usability testing<br />A/B testing<br />
  27. 27. Persuasion specifics<br />Mind the Psychology !<br />Use the psychology info in the requirements<br />Tap into valuable sources for:<br />Theories, intervention type (Eg. Fogg Behavior Grid)<br />Usefull examples<br />State psychology aspects explicitely with each design artifact<br />Testing focussed on behavior aspect <br />
  28. 28. How the projectleader managed it<br />
  29. 29. Some Best Practices<br />Iterative, incremental approach<br />Manage scope<br />Baseline + manage change<br />Prioritize well! <br />Focus on the essentials for reaching the goal<br />
  30. 30. Persuasion specifics<br />Mind the Psychology !<br />Take the Psychological aspect into account in:<br />Risk Management<br />Prioritising (of use-cases) for planning<br />Determining level of user-involvement<br />
  31. 31. Difficult?<br />So, is Persuasion making IT/IS projects more difficult / risky / costly / …. ??<br />We hardly think so! <br />Persuasion already important in many projects.<br />Just not recognized a such.<br />Making it explicit, allows to act on it<br />=&gt; undoubtly leads to better results<br />
  32. 32. Questions?<br />
  33. 33. Thank you!<br />James Kuypers<br />james.kuypers@gmail.com<br />www.linkedin.com/in/jameskuypers<br />www.twitter.com/jamesr404<br />KlaasPunselie<br />kpunselie@gmail.com<br />www.linkedin.com/in/kpunselie<br />

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