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ACS an agile approach to optimising your digital strategy v4.1


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ACS an agile approach to optimising your digital strategy v4.1

  1. 1. An Agile and UCD Approach to Optimising our Digital Strategy<br />Mia Horrigan<br />September 2011<br />
  2. 2. Health Insurance Industry<br />$6.8 billion Industry<br />Heavily Regulated industry<br />Not known for innovation<br />Risk Adverse<br />Baby Boomers and Ageing Population<br />Difficulty attracting Gen Y members<br />
  3. 3. Traditional Channels<br />
  4. 4. The Result<br />Return to Sender<br />
  5. 5. Get Users Engaged or Loose $1.9B<br />Legislation to cut funding by $1.9B<br />Previous mass media channels not measurable, responsive or targeted <br />Customers embracing social media<br />Take debate to consumers: digital campaign <br />
  6. 6. Moving Towards a Digital Strategy<br />Modernize <br />Systems architecture<br />Publishing processes<br />Engagement methods to increase trust, usability and responsiveness<br />
  7. 7. Needed Users to Engage & Act<br />ADKAR<br />Three months to do it !!!!<br /><ul><li>Awareness
  8. 8. Desire
  9. 9. Knowledge
  10. 10. Action
  11. 11. Reinforcement</li></li></ul><li>Change our Info Centric Approach<br />
  12. 12. What We Did <br />Used Agile and User-Centered Design (UCD) tools to elicit requirements<br />Adopted Scrum and Kanban to prioritize and groom backlog <br />Agile and UCD tools developed iteratively to help determine value to stakeholders<br />Agile process allowed alignment of needs to prioritize & provide most value<br />
  13. 13. Why Agile<br />Agility in healthcare is critical as it is one of few industries where lives are quite literally on the line<br />
  14. 14. Approach<br />ADKAR<br />continuous integration<br />value stream<br />Awareness to Action <br />& Reinforcement<br />+<br />release 1.0<br />UCD Design <br />+...+<br />release n<br />embed in<br />User stories<br />Elements of User Experience<br />Prioritise delivery of value in backlog<br />SCRUM<br />skinny <br />solution<br />Kanban<br />build knowledge<br />from retrospectives about ‘value’<br />More value = act to save the Industry<br />
  15. 15. Scrum<br />2 weekly sprint cycles<br />Continuous integration to build upon skinny solution to respond to evolving needs<br />Collaboration between product owner, scrum master and team <br />Needs changing so estimation of what could be done and definition of done important <br />Cost ($$$ vs Time vs Opportunity)<br />
  16. 16. Scrum Lifecycle<br />
  17. 17. Kanban<br />Lean principals <br />Prioritise tasks from product backlog to ensure campaign remained responsive to stakeholder needs<br />Visual tool to manage the backlog, focus team on the ranked priorities<br />Process to manage workflow and remain flexible<br />“Be Lean and JIT happens”<br />
  18. 18. Task Board<br />Committed Backlog Item<br />Tasks not started<br />Tasks in progress<br />Tasks Completed<br />----<br />----<br />---<br />----<br />----<br />---<br />----<br />----<br />---<br />----<br />---<br />---<br />---<br />----<br />----<br />---<br />----<br />----<br />---<br />----<br />----<br />---<br />----<br />----<br />---<br />----<br />---<br />---<br />---<br />----<br />----<br />---<br />----<br />----<br />---<br />----<br />---<br />---<br />---<br />----<br />----<br />---<br />----<br />----<br />---<br />
  19. 19. Task Board<br />Committed Backlog Item<br />Tasks not started<br />Tasks in progress<br />Tasks Completed<br />----<br />----<br />---<br />----<br />----<br />---<br />----<br />----<br />---<br />----<br />---<br />---<br />---<br />----<br />----<br />---<br />----<br />----<br />---<br />----<br />----<br />---<br />----<br />----<br />---<br />----<br />---<br />---<br />---<br />----<br />----<br />---<br />----<br />----<br />---<br />----<br />---<br />---<br />---<br />----<br />----<br />---<br />----<br />----<br />---<br />
  20. 20. User Centered Design <br />Wanted to be responsive to users<br />Engage and produce what is of most value <br />Based on ISO 13407 Human Centred Design <br />Great synergy with Agile<br />Identify need for Human Centred design<br />Specify context of use<br />System satisfies specified requirements<br />Specify requirements<br />Evaluate design<br />Produce design solution<br />
  21. 21. Elements of User Experience<br />
  22. 22. Why Agile & UCD ? - “Humanise a technical world”<br />Agile & UCD is crucial here<br />Internal System but <br />Not Mandatory Use<br />Consumer<br />Commercial<br />Projects<br />Users opt-in<br />But if it doesn’t work for the User they will work around it<br />About the process not the person<br />Agile starting to be used here<br />Enterprise<br />Commercial <br />Projects<br />Internal IT <br />Projects<br />Use is compulsory<br />What about Operational efficiency? <br />What about Value?<br />Create Efficiency & Save Money<br />Earn Money/Build Relationship<br />
  23. 23. Sprint Planning<br />Elements of User Experience<br />Strategy, Scope, Structure, Skeleton and Surface <br />Things to Produce<br />Things to Do<br />Things to Consider<br />(e.g. requirements)<br />
  24. 24. Engagement of Stakeholders<br />
  25. 25. Agile Personas<br />Generation<br />Profile and background<br />Pain points<br />Value of info providers<br />Wants and needs<br />
  26. 26. Communication Channels<br />>4/5 people use Web 2.0 mthly<br />>2/5 make contact with agencies through social media<br />3/4 aged 55-64 use internet and 2/5 aged >65 use internet <br />2/3 searches are conducted using mobile device<br />39% of people use RSS <br />26% use Social networking sites<br />The Nielsen Company, 2009. Social networks & blogs now 4th most popular online activity, ahead of personal email, News Release. New York, NY. 9 March. <br />
  27. 27. Channel Preferences<br />Personas used to refine Comms Strategy as we learnt more about these users<br />
  28. 28. Sprint 1<br />Sprint backlog in ranked priority<br />Tasks being produced<br />What has been produced<br />
  29. 29. Develop User Stories <br /><ul><li> As a Gen X consumer thinking about starting a family,
  30. 30. I want to know how much rebate I get now and how the change to rebate will affect me
  31. 31. So I can understand the out of pocket cost
  32. 32. As a …
  33. 33. I want to …
  34. 34. So I can ….
  35. 35. As a consumer in a rural area,
  36. 36. I want to access information via my 3G Smartphone
  37. 37. As there is limited internet access
  38. 38. Breakdown Features
  39. 39. Task card = User Story
  40. 40. Minimum marketable feature</li></li></ul><li>User Stories – Test Scenarios <br /><ul><li> As a Gen X consumer thinking about starting a family,
  41. 41. I want to know how much the change to the rebate will affect me
  42. 42. So I can understand the extra costs
  43. 43. As a Gen X consumer thinking about starting a family,
  44. 44. I want to know how much the change to the rebate will affect me
  45. 45. So I can understand the extra costs
  46. 46. Acceptance criteria
  47. 47. Testing scenarios
  48. 48. TDD, BDD
  49. 49. Given I am concerned about the changes..
  50. 50. When I complete info input via drop down menu…
  51. 51. Then I will see in $$$ how much extra….
  52. 52. Given I am concerned about the changes..
  53. 53. When I complete info input via drop down menu…
  54. 54. Then I will see in $$$ how much extra….
  55. 55. Given I am a …
  56. 56. When I …
  57. 57. Then I ….</li></li></ul><li>Writing Good User Stories <br />Short title<br />Add a concise description (What and Why)<br /> As a [User]…. I want to [Task].. So that [Goal]<br />Add relevant notes, spec, sketch<br />Write acceptance criteria<br />If the user story is too big (task>1 day) then break it down into smaller tasks & add detail<br />
  58. 58. Combined User Stories – Scenarios <br />Feature to be built<br />User need <br />Title: Rebate Calculator <br />As a consumer on a tight budget I want to know how much the change to the rebate will affect me. So when I input info into calculator via drop down menus I will see how much extra $$$ I will pay via graph and text <br />Describes behaviour <br /><ul><li> As a … [Role]
  59. 59. I Want to [Needs/ Values]
  60. 60. When I … [Uer interaction]
  61. 61. Then …. [Result/Outcome]</li></ul>Testable<br />Outcome “done criteria”<br />
  62. 62. Content Design<br />Validate & iterate personas and user stories<br />Card sorting - understand how consumers classified the information<br />Prioritised features of value<br />
  63. 63. Structure <br />
  64. 64. Sprint Review<br />Sprint 6-8<br />Sprint 5<br />Sprint 4<br />Sprint 3<br />Sprint 2<br />Sprint 1<br />Sprint 0<br />
  65. 65. Sprint 2 - Skeleton<br />
  66. 66. Prototypes<br />Prototype was a “skinny” version of the site<br />Used to communicate functionality and desired look and feel and structure<br />Design part of the sprint<br />Designers paired with developers<br />Validate the site features with consumers<br />Built widgets based on prototype <br />
  67. 67. Prototypes<br />
  68. 68. If One Board is Great, Why Not Two?<br />Project interdependencies<br />Shared resources<br />
  69. 69. Managing Multiple Projects <br />Interdependencies<br />Simultaneous Execution<br />Change <br />
  70. 70. “Scrum of Scrums” Board<br />Viewed all 3 projects within the campaign<br />Multidisciplinary teams across the projects<br />Applied learnings from one to the next<br />Three projects on the board<br />Three different sprints in progress<br />Project interdependencies<br />Streams of work with shared resources<br />
  71. 71. Sprint 3- Wireframes to Screens<br /><ul><li> As a … [Role]
  72. 72. I Want to [Needs and Values]
  73. 73. When I … [Uer interaction]
  74. 74. Then …. [Result/Outcome]
  75. 75. User stories and scenarios incorporated into design and execution</li></li></ul><li>What if New Requirements are Requested Mid Sprint? <br />Option 1 -Terminate Sprint <br />Option 2 - Continue to deliver agreed tasks for current Sprint <br /><ul><li>Development Team continued on current work-in-progress tasks for current Sprint
  76. 76. Did not commence any new tasks
  77. 77. Design Spike to look at new requirements </li></li></ul><li>Sprint 4 - New Microsite Features <br />Branding<br />Added to new features and uncompleted Sprint 3 tasks to Product Backlog<br />Prioritised by Product Owner<br />Assigned to Sprint 4 based on new priority<br />
  78. 78. New $$$ Prioritises<br />Mobile App Requirement changed to Mobile CSS requirement<br />Branding<br />Branding<br />
  79. 79. Storyboards<br />Evolving need<br />Used storyboards to visualise the flow of video<br />Re-use: based on personas and user stories <br />Reaching new channels not envisaged up front <br />Branding<br />
  80. 80. Sprint 5-8 Continuous Integration<br />Launched with skinny site<br />Iteratively built upon skinny site <br />Continuous Integration of new features<br />Utilised learning across projects<br />
  81. 81. Continuous Improvement<br />Learning part of process<br />Reuse of widgets across projects = reduced costs<br />Branding<br />Branding<br />Branding<br />Branding<br />
  82. 82. From Info Centric to User Centric<br />Branding<br />Branding<br />Branding<br />Branding<br />Branding<br />Branding<br />Well accepted by users and enhanced findability of content<br />
  83. 83. My Favourite Board<br />
  84. 84. What we learned<br />Multidisciplinary approach allowed us to remain flexible, responsive and adaptive<br />Kanban Board great visual tool<br />Scrum process an effective way to continuously integrate features <br />Value of Scrum master <br />Design as part of the Scrum team<br />
  85. 85. Outcomes<br />Agile methods paired with UCD tools are effective in fostering communication and buy-in from stakeholders and Team<br />Using a multidisciplinary approach enables you to ensure that the website is useable, adaptive and meets the digital needs of the modern 21st century consumer<br />
  86. 86. Thank you<br />Mia Horrigan <br />@miahorri<br /><br />Mia Horrigan<br /><br />Zen Ex Machina<br />Mobile: +61 412 821 852 (Australia)<br />Web:<br />Email: zenexmachina [at]<br />Twitter: @zenexmachina<br />