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An Agile and UCD Approach to Optimising our Digital Strategy<br />Mia Horrigan<br />September 2011<br />
Health Insurance Industry<br />$6.8 billion Industry<br />Heavily  Regulated industry<br />Not known for innovation<br />R...
Traditional Channels<br />
The Result<br />Return to Sender<br />
Get Users Engaged or Loose $1.9B<br />Legislation to cut funding by $1.9B<br />Previous mass media channels not measurable...
Moving Towards a Digital Strategy<br />Modernize <br />Systems architecture<br />Publishing processes<br />Engagement meth...
Needed Users to Engage & Act<br />ADKAR<br />Three months to do it !!!!<br /><ul><li>Awareness
Desire
Knowledge
Action
Reinforcement</li></li></ul><li>Change our Info Centric Approach<br />
What We Did <br />Used Agile and User-Centered Design (UCD) tools to elicit requirements<br />Adopted Scrum and Kanban to ...
Why Agile<br />Agility in healthcare is critical as it is one of few industries where lives are quite literally on the lin...
Approach<br />ADKAR<br />continuous integration<br />value stream<br />Awareness to Action <br />& Reinforcement<br />+<br...
Scrum<br />2 weekly sprint cycles<br />Continuous integration to build upon skinny solution to respond to evolving needs<b...
Scrum Lifecycle<br />
Kanban<br />Lean principals <br />Prioritise tasks from product backlog to ensure campaign remained responsive to stakehol...
Task Board<br />Committed Backlog Item<br />Tasks not started<br />Tasks in progress<br />Tasks Completed<br />----<br />-...
Task Board<br />Committed Backlog Item<br />Tasks not started<br />Tasks in progress<br />Tasks Completed<br />----<br />-...
User Centered Design <br />Wanted to be responsive to users<br />Engage  and produce what is of most value <br />Based on ...
Elements of User Experience<br />
Why Agile & UCD ? -  “Humanise a technical world”<br />Agile & UCD is crucial here<br />Internal System but <br />Not Mand...
Sprint Planning<br />Elements of User Experience<br />Strategy, Scope, Structure, Skeleton and Surface <br />Things to Pro...
Engagement of Stakeholders<br />
Agile Personas<br />Generation<br />Profile and background<br />Pain points<br />Value of info providers<br />Wants and ne...
Communication Channels<br />>4/5 people use Web 2.0 mthly<br />>2/5 make contact with agencies through social media<br />3...
Channel Preferences<br />Personas used to refine Comms Strategy as we learnt more about these users<br />
Sprint 1<br />Sprint backlog in ranked priority<br />Tasks being produced<br />What has been produced<br />
Develop User Stories  <br /><ul><li> As a Gen X consumer thinking about starting a family,
 I want to know how much rebate I get now and how the change to rebate will affect me
 So I can understand the out of pocket cost
As a …
 I want to  …
 So I can ….
 As a consumer in a rural area,
 I want to access information via my 3G Smartphone
 As there is limited internet access
 Breakdown Features
 Task card = User Story
 Minimum marketable feature</li></li></ul><li>User Stories – Test Scenarios <br /><ul><li> As a Gen X consumer thinking ab...
 I want to know how much the change to the rebate will affect me
 So I can understand the extra costs
 As a Gen X consumer thinking about starting a family,
 I want to know how much the change to the rebate will affect me
 So I can understand the extra costs
 Acceptance criteria
 Testing scenarios
 TDD, BDD
 Given I am concerned about the changes..
 When I complete info input via drop down menu…
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ACS   an agile approach to optimising your digital strategy v4.1 Slide 1 ACS   an agile approach to optimising your digital strategy v4.1 Slide 2 ACS   an agile approach to optimising your digital strategy v4.1 Slide 3 ACS   an agile approach to optimising your digital strategy v4.1 Slide 4 ACS   an agile approach to optimising your digital strategy v4.1 Slide 5 ACS   an agile approach to optimising your digital strategy v4.1 Slide 6 ACS   an agile approach to optimising your digital strategy v4.1 Slide 7 ACS   an agile approach to optimising your digital strategy v4.1 Slide 8 ACS   an agile approach to optimising your digital strategy v4.1 Slide 9 ACS   an agile approach to optimising your digital strategy v4.1 Slide 10 ACS   an agile approach to optimising your digital strategy v4.1 Slide 11 ACS   an agile approach to optimising your digital strategy v4.1 Slide 12 ACS   an agile approach to optimising your digital strategy v4.1 Slide 13 ACS   an agile approach to optimising your digital strategy v4.1 Slide 14 ACS   an agile approach to optimising your digital strategy v4.1 Slide 15 ACS   an agile approach to optimising your digital strategy v4.1 Slide 16 ACS   an agile approach to optimising your digital strategy v4.1 Slide 17 ACS   an agile approach to optimising your digital strategy v4.1 Slide 18 ACS   an agile approach to optimising your digital strategy v4.1 Slide 19 ACS   an agile approach to optimising your digital strategy v4.1 Slide 20 ACS   an agile approach to optimising your digital strategy v4.1 Slide 21 ACS   an agile approach to optimising your digital strategy v4.1 Slide 22 ACS   an agile approach to optimising your digital strategy v4.1 Slide 23 ACS   an agile approach to optimising your digital strategy v4.1 Slide 24 ACS   an agile approach to optimising your digital strategy v4.1 Slide 25 ACS   an agile approach to optimising your digital strategy v4.1 Slide 26 ACS   an agile approach to optimising your digital strategy v4.1 Slide 27 ACS   an agile approach to optimising your digital strategy v4.1 Slide 28 ACS   an agile approach to optimising your digital strategy v4.1 Slide 29 ACS   an agile approach to optimising your digital strategy v4.1 Slide 30 ACS   an agile approach to optimising your digital strategy v4.1 Slide 31 ACS   an agile approach to optimising your digital strategy v4.1 Slide 32 ACS   an agile approach to optimising your digital strategy v4.1 Slide 33 ACS   an agile approach to optimising your digital strategy v4.1 Slide 34 ACS   an agile approach to optimising your digital strategy v4.1 Slide 35 ACS   an agile approach to optimising your digital strategy v4.1 Slide 36 ACS   an agile approach to optimising your digital strategy v4.1 Slide 37 ACS   an agile approach to optimising your digital strategy v4.1 Slide 38 ACS   an agile approach to optimising your digital strategy v4.1 Slide 39 ACS   an agile approach to optimising your digital strategy v4.1 Slide 40 ACS   an agile approach to optimising your digital strategy v4.1 Slide 41 ACS   an agile approach to optimising your digital strategy v4.1 Slide 42 ACS   an agile approach to optimising your digital strategy v4.1 Slide 43 ACS   an agile approach to optimising your digital strategy v4.1 Slide 44 ACS   an agile approach to optimising your digital strategy v4.1 Slide 45 ACS   an agile approach to optimising your digital strategy v4.1 Slide 46 ACS   an agile approach to optimising your digital strategy v4.1 Slide 47 ACS   an agile approach to optimising your digital strategy v4.1 Slide 48 ACS   an agile approach to optimising your digital strategy v4.1 Slide 49 ACS   an agile approach to optimising your digital strategy v4.1 Slide 50
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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 />www.zenagile.wordpress.com<br />Mia Horrigan<br />http://www.slideshare.net/miahorri<br />Zen Ex Machina<br />Mobile: +61 412 821 852 (Australia)<br />Web: www.zenexmachina.com<br />Email: zenexmachina [at] gmail.com<br />Twitter: @zenexmachina<br />

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