An agile approach to optimising our digital strategy v3


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Today, the most popular way people prefer to make contact with organizations is online as customers embrace new digital channels. We needed to modernize our digital presence to take the conversation to the channels where those conversations are taking place. Utilizing an Agile approach allowed us to increase site usability and responsiveness to consumer needs.

This presentation will demonstrate how to use Agile and user-centered design tools and techniques to foster collaboration and buy-in from stakeholders and optimize digital communications channels. The presenter will demonstrate how personas were developed and workshopped with key groups to determine the needs and wants of consumers. The personas were used to develop user stories which formed the basis of the requirements and minimum marketable features of the site. Card sorting was used to understand how consumers classified the information and what features were of value. A prototype was developed . This prototype was a “skinny” version of the site and was used to communicate functionality and desired look and feel of the site to the team and to validate the site with consumers.

Learning outcomes
• User-centered tools and techniques are effective way to improve collaboration and encourage communication with stakeholders and within the development and design team
• Using a multidisciplinary approach (Agile and User Centered Design) enables you to ensure that the website is useable, adaptive and meets the digital needs of the modern 21st century consumer

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An agile approach to optimising our digital strategy v3

  1. 1. An Agile Approach to Optimising our Digital Strategy<br />Mia Horrigan<br />CIO AHIA<br />August 2011<br />
  2. 2. Using traditional channels to engage consumers <br />Get users engaged and involved<br /><ul><li> People prefer to make contact online
  3. 3. Take the conversation to channels where conversations are taking place
  4. 4. Customers embracing social media</li></li></ul><li>Modernize <br />Systems architecture<br />Publishing processes<br />Engagement methods to increase trust, usability and responsiveness<br />Moving towards a digital strategy<br />
  5. 5. Used Agile and User-Centered Design (UCD) tools to elicit requirements, prioritize and groom backlog<br />Allowed team to collaboration and get buy-in from stakeholders<br />UCD tools developed iteratively to help determine value to stakeholders<br />Agile process allowed alignment of wants and needs to prioritize & provide most value<br />What we did <br />
  6. 6. ADKAR<br /><ul><li>Awareness
  7. 7. Desire
  8. 8. Knowledge
  9. 9. Action
  10. 10. Reinforcement</li></ul>continuous integration<br />value stream<br />+<br />release 1.0<br />+...+<br />UX Design <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 />What we did<br />Kanban<br />build knowledge<br />from retrospectives about ‘value’<br />More value = act to save the Industry<br />
  11. 11. Generation<br />Profile and background<br />Pain points<br />Value of info providers<br />Wants and needs<br />Sprint 1 - Personas<br />
  12. 12. Personas used to refine Comms Strategy as we learnt more about these users<br />Channel preferences<br />
  13. 13. Personas - User Stories <br /><ul><li> As a Gen X consumer thinking about starting a family,
  14. 14. I want to know how much rebate I get now and how the change to rebate will affect me
  15. 15. So I can understand the out of pocket cost
  16. 16. As a consumer in a rural area,
  17. 17. I want to access information via my 3G Smartphone
  18. 18. As there is limited internet access </li></li></ul><li>Validate & iterate personas and user stories<br />Card sorting - understand how consumers classified the information<br />Prioritised features of value<br />Sprint 2 – Workshops<br />
  19. 19. User Stories – Scenarios <br /><ul><li> As a Gen X consumer thinking about starting a family,
  20. 20. I want to know how much the change to the rebate will affect me
  21. 21. So I can understand the extra costs
  22. 22. Given I am concerned about the changes..
  23. 23. When I complete info input via drop down menu…
  24. 24. Then I will see in $$$ how much extra….</li></li></ul><li>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 />Sprint 3 - Prototype<br />
  25. 25. Prototypes<br />Learning part of prototyping – reduced cost<br />Reuse of widgets across projects<br />
  26. 26. User Stories – Wireframe - Screen<br /><ul><li> As a …
  27. 27. I want to ……
  28. 28. So I can….
  29. 29. User stories and scenarios incorporated into design and execution
  30. 30. Given I ……
  31. 31. When I …..
  32. 32. Then I …..</li></ul>branding<br />Extra payment<br />You pay<br />
  33. 33. Based on prototype and storyboards, prioritised and iteratively built key features <br />Launched with skinny site<br />Weekly sprint to add new features<br />Utilized learning across campaign interdependent projects<br />Well accepted by users and enhanced findability of content<br />Sprint 4-8 Continuous Integration<br />
  34. 34. Storyboards<br />Evolving need<br />Used storyboards to visualise the flow of video<br />Re-use: based on personas and user stories and scenarios already prototyped <br />Re-use <br />
  35. 35. Agile methods paired with UCD tools are effective in fostering communication and buy-in from stakeholders and Team<br />Design as part of the Scrum team<br />Using a multidisciplinary approach (Agile & UCD) enables you to ensure that the website is useable, adaptive and meets the digital needs of the modern 21st century consumer<br />Learning Outcomes<br />
  36. 36. Thank you<br />Mia Horrigan <br />Chief Information Officer - AHIA<br />Vice President - Women in Information and Communication (WIC ) <br />Agile CSM, MBA, Post grad Dip Mgmt, B Comm<br /><br /><br />@miahorri<br /><br /><br />Mia (Murphy) Horrigan<br />