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Using Agile to move from info centric to user centric


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Presentation to ACS Conference 2012- Agile, Digital Strategy and how we changed from info centric to user centric in our approach

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Using Agile to move from info centric to user centric

  1. 1. An Agile Approach to Optimising our Digital Strategy Mia Horrigan ACS Conference March 2012
  2. 2. Health Insurance Industry• $6.8 billion Industry• Grudge purchase• Heavily regulated industry• Risk adverse• Baby Boomers and Ageing Population• Difficulty attracting Gen Y members
  3. 3. Traditional Channels
  4. 4. The Result Return to Sender
  5. 5. Info Centric Approach Branding
  6. 6. Get Users Engaged• Previous mass media channels not: – Measurable – Responsive – Targeted• Customers embracing social media• Take debate to consumers - digital strategy Awareness Desire Knowledge Action Reinforcement
  7. 7. Why Agile ?• Needed to be up and running with three sites in three months• Message was complex• Requirements not fully understood• New to social media (low capability)• Policy environment changing “Agility in healthcare is critical as it is one of few industries where lives are quite literally on the line”
  8. 8. The Agile Triangle Value (releasable product) Adaptability vs. Conformance to plan Constraints Quality (cost, schedule, scope)(reliable, adaptable product) Source: Jim Highsmith – Agile project management 2009
  9. 9. Achieving the vision
  10. 10. What We Did• Engaged a Scrum Master/Coach• Implemented Scrum• Determined what was of value to stakeholders• Aligned needs to priorities• Continuously integrated provided something of value each Sprint
  11. 11. Approach - Scrum Team Product Owner Design, Development and Vision & Budget Scrum Master Delivery Process facilitationProduct Backlog Sprint Backlog Day Daily Stand-up Tasks meetings Prioritised by PO Sprint planning Detailed by team meetings Product increments Themes/Epics Tasks Stories Sprint Product Stories 2-4 weeks Sprint Review meeting Sprint retrospective meeting
  12. 12. Scrum• 2 weekly sprint cycles• Continuous integration to build upon skinny solution• Responded to evolving needs• Collaboration• Build knowledge from retrospectives• “Definition of done” important
  13. 13. User Centered Design• Wanted to be responsive to users• Engage and produce what is of most value• Based on ISO 13407 Human Centred Design Identify need for Human Centred design Specify context of use System satisfies Evaluate design specified Specify requirements requirements Produce design solution
  14. 14. Sprint Planning Elements of User Experience Things to Produce Things to Do Things to Consider (patterns to apply, requirements)
  15. 15. Product BacklogDo nowDo later
  16. 16. Story Sizing - Complexity• If the user story is too big (complex) then break it down• User stories should shrink in size and grow in detail as they progress through the backlog• Estimate by analogy “Stephen’s story is like Anne’s story so let’s estimate Stephen’s story to be the same size as Anne’s story”
  17. 17. Planning Poker
  18. 18. Product Backlog20% fine grain user stories• 3-4 days work Do now20% medium-grain epics• weeks of work60% course-grain sagas• weeks-months of work Do later
  19. 19. Kanban Board • Visual tool to manage the backlog, focus team on the ranked priorities • Process to manage workflow and remain flexible
  20. 20. Task Board
  21. 21. Develop User Stories from Agile Personas • As a [Role]..Gen X consumer thinking about starting a family, • I want to [Task]..know how much the change to the rebate will affect me • So that I [Goal].. can understand the extra costs• Generation• Profile and background• What they value• Value of Info providers• Pain points
  22. 22. Card – Conversation - Confirmation• Start with the Agile framework• Add Behavioural Context – What do they want to achieve? – What do they value? – Why?• Understand “definition of done”
  23. 23. Behaviour Driven Development Title: Rebate Calculator• Given I am a.. [Role] and.. 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• I Value.. [+/- Context] info into calculator via drop down menus I will see how much extra $$$ I• will pay via graph and text When I ..[User interaction]• Then I expect.. [This]• To achieve ..[Result/Outcome]
  24. 24. Product delivered at end of Sprint• Used prototype to communicate functionality• Design part of the sprint• Delivered prioritised stories of most value to Users• Launched a “skinny” version within 4 weeks
  25. 25. Managing Multiple Projects• Interdependencies• Simultaneous Execution• Shared resources (BAU)
  26. 26. If One Board is Great, Why Not Two?
  27. 27. “Scrum of Scrums” Board• Viewed all 3 projects within the campaign• Multidisciplinary teams across the projects• Applied learnings from one to the next
  28. 28. New Requirements• New micro site required• IA of pilot site not suitable• High Priority
  29. 29. What if You are Mid Sprint? • Option 1 - Continue to deliver agreed tasks for current Sprint (Scrum Purists) • Option 2 -Terminate Sprint and start planning new work (design spike)
  30. 30. Option 2 – Terminated Sprint• Uncompleted tasks to Product Backlog• Re-Prioritised• Assigned to next Sprint based on new priority• Microsite up within 5 days
  31. 31. Constraints ($$$, Time, Opportunity) Mobile App Requirement changed to Responsive Design ( CSS, HTML5)
  32. 32. Sprint Retrospective• What worked well?• What could be done better?• How well did we estimate effort and complexity?• What would we do differently?
  33. 33. Continuous Integration• Continuous Integration of new features• Reuse of widgets across projects = reduced costs• Utilised learning across projects• 3 ½ sites in 12 weeks• Developing social media capability
  34. 34. Social Media
  35. 35. From Info Centric to User Centric
  36. 36. What we learned• Multidisciplinary approach allowed us to remain flexible, inspect and adapt• Kanban Board great visual tool• Scrum process an effective way to continuously integrate features of value• Scrum coach was crucial to success• Design part of the Scrum team (not working ahead)
  37. 37. Partially achieved the vision • Well accepted by users and enhanced findability of content • However Agile not implemented cross the enterprise so campaign not as successful
  38. 38. My Favourite Board
  39. 39. Thank youMia Horrigan @miahorri Mia Horrigan