Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

A UX Designer's influence on the roadmap of My Amsterdam

333 views

Published on

When the City of Amsterdam was looking for someone to define, design and manage the roadmap of a future product that they called the “Integrated Customer View”, they ran into Peter Boersma. With his design background and consulting experience, he might pull off the first two parts of the assignment, but would he also be able to act as product manager and manage the product’s roadmap? In this presentation, Peter describes how the team around him changed and how his influence on the roadmap changed with it, as the product - now renamed to My Amsterdam - went from sketch, via prototype and product, to platform.

Published in: Design
  • Be the first to comment

  • Be the first to like this

A UX Designer's influence on the roadmap of My Amsterdam

  1. 1. a UX designer's influence on
 the roadmap of
 My Amsterdam Peter Boersma (@pboersma), Online Product Manager My Amsterdam
 ProductTank Amsterdam, December 2017 Hi, tonight, I’d like to tell you a little bit about my journey as Online Product Manager for the City of Amsterdam.
  2. 2. I have to warn you: there will be no screenshots of any of the popular Product Management tools like Aha!, ProductPlan, ProdPad, Craft, etc. You may see a few Atlasssian and Excel screens though…
  3. 3. Peter Peter Boersma (@pboersma), Online Product Manager My Amsterdam
 ProductTank Amsterdam, December 2017 HELLO! My name is Peter.
  4. 4. Peter Boersma
 Computer Science & Ergonomics
 20 years as UX Designer*
 at interactive agencies 1 year as in-house UX Strategist
 at software development company *actual job titles: Consultant, Project Manager, Consultant User Understanding,
 Concept Designer, Sr. Information Architect, Managing Partner, UX Consultant,
 Sr. Interaction Designer, Experience Designer, Interaction Design Director Peter I studied Computer Science but realised I liked the people on the outside of computers more, so I added ergonomics classes. I then worked for 20 years at internet agencies. My last job before the work at the City of Amsterdam was as a UX Strategist at SDL - where Gino, the next presenter also worked - helping to put UX efforts on the product roadmaps.
  5. 5. OCT 2015 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017 My story starts in October 2015, when I had just ended my contract at SDL.
  6. 6. “the Service Department of the City of Amsterdam
 wants an Integrated Customer View application” My phone rang, and an intermediary told me that the City of Amsterdam was looking for someone to help them define, design and maintain an “Integrated Customer View” application, which would hold a 360-degree view on every citizen of Amsterdam.
  7. 7. TEAM Peter So the team to do this was me…
  8. 8. TEAM Peter Business …and my client - Tino - whose job title was Advisor Online Services, was the Business Owner.
  9. 9. TEAM Peter Stakeholders“launch committee” Business …oh, and stakeholders: a set of Directors of different departments, ranging from the Welfare department, via the CTO, to the Communication department. They were going to help us launch the product, hence their collective name: Launch committee.
  10. 10. I started with them, and tried to make notes of what I thought they needed, using a concept diagram which showed the concepts and their relationships.
  11. 11. As I spoke to more people, it got more and more complex.
  12. 12. When I noticed that after new conversations nothing new had to get added, I had my first deliverable: a conceptual, abstract map of everything that had to be designed and built.
  13. 13. TEAM Peter launch committee Business But since I didn’t know what to start with, I turned back to my client for advice.
  14. 14. short
 term long
 term ROADMAP 1 login with DigiD
 2 personal data
 3 welfare application 4 city discount pass 5 move within Amsterdam 6 house value 1 forms handed in at city hall
 2 parking permits 3 financial status 4 births 5 marriages miscellaneous And he quickly wrote down some short-term and long-term features that he thought should be developed. This was the first roadmap for My Amsterdam!
  15. 15. OCT 2015 2015 OCT NOV JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017 This process took a little more than a month…
  16. 16. DEC 2015 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017 …and by early December…
  17. 17. …I was invited to the Dragon’s Den!
  18. 18. TEAM Peter Launch committee Business I was asked to present my ideas for a non-existing product to the Launch Committee.
 And what do you do in situations like this?
  19. 19. I am an elevator pitch for citizens, companies and institutes
 who are willing to use online self-service the City of Amsterdam offers
 an online integrated customer view
 application which is a layer over
 a channel-independent application You create an elevator pitch! This is the summary…
  20. 20. I am an online integrated customer view for citizens, companies and institutes who want to know how they are registered with the City who want to know (the history of) the status of service-processes they are engaged in who want to and are allowed to take next steps in these processes who don’t want to / can’t use other channels such as service desks or the call centre the City of Amsterdam offers an online Integrated Customer View application where their registered profile is shown where the status of current and completed processes are shown where information about, and links to, possible actions are given where suggestions for other, relevant processes are made which is a layer over a channel-independent application with other layers for other target groups, most notably civil servants with other layers for other channels, such as service desks and the call centre with documented APIs to support other (online) service-process applications It had statements about the users:
  21. 21. I am an online integrated customer view for citizens, companies and institutes who want to know how they are registered with the City who want to know (the history of) the status of service-processes they are engaged in who want to (and are allowed to) take next steps in these processes who don’t want to (or can’t) use other channels such as a service desk or call centre the City of Amsterdam offers an online Integrated Customer View application where their registered profile is shown where the status of current and completed processes are shown where information about, and links to, possible actions are given where suggestions for other, relevant processes are made which is a layer over a channel-independent application with other layers for other target groups, most notably civil servants with other layers for other channels, such as service desks and the call centre with documented APIs to support other (online) service-process applications users …about the features of the public, online part:
  22. 22. I am an online integrated customer view for citizens, companies and institutes who want to know how they are registered with the City who want to know (the history of) the status of service-processes they are engaged in who want to (and are allowed to) take next steps in these processes who don’t want to (or can’t) use other channels such as a service desk or call centre the City of Amsterdam offers an online Integrated Customer View application where their registered profile is shown where the status of current and completed processes are shown where information about, and links to, possible actions are given where suggestions for other, relevant processes are made which is a layer over a channel-independent application with other layers for other target groups, most notably civil servants with other layers for other channels, such as service desks and the call centre with documented APIs to support other (online) service-process applications users online features …and about the underlying layer of web services and and integrations:
  23. 23. I am an online integrated customer view for citizens, companies and institutes who want to know how they are registered with the City who want to know (the history of) the status of service-processes they are engaged in who want to (and are allowed to) take next steps in these processes who don’t want to (or can’t) use other channels such as a service desk or call centre the City of Amsterdam offers an online Integrated Customer View application where their registered profile is shown where the status of current and completed processes are shown where information about, and links to, possible actions are given where suggestions for other, relevant processes are made which is a layer over a channel-independent application with layers for other target groups, e.g. civil servants with layers for other channels, e.g. mobile, service desks, call centre with an underlying layer of webservices to support all applications My Amsterdam
 (online & personal) Integrated
 Customer View
 (not public & virtual) } } users online features back-end architecture The underlying service was the real Integrated Customer View, And I called the public, online solution My Amsterdam.
  24. 24. In the next launch committee meeting, I live-sketched this diagram. It was an XXL version of a drawing that I had slowly developed on the side.
  25. 25. I am My Amsterdam product- specific application (for professional) My Amsterdam shows statuses from product-specific applications citizen professional My Amsterdam product
 statuses product webservice product product- specific application
 (for citizen) public website product
 info
 &
 product
 forms The diagrams shows how a citizen finds status updates about the processes they started via My Amsterdam and in Product Specific Applications. These connect to legacy databases via webservices.
  26. 26. web
 service I am the Integrated Customer View web
 service web
 service product
 webservice the collection of web services create the integrated customer view citizen professional products …and all web services together allows for the creation of the Integrated Customer View.
  27. 27. ROADMAP And - although this was abstract and not concrete - this was another visualisation of the roadmap!
 - it included elements required for launch (like the My Amsterdam homepage and the need for at least 1 product specific application) - and later improvements (such as improved professional applications and a suggestion engine)
  28. 28. toelichting MijnAmsterdam Mijn Profiel Mijn Instellingen MijnAmsterdam (uitgelogd) uitloggen wijziging Mijn Suggesties Mijn Berichten bericht product informatie DigiD ZijnAmsterdam (ingelogd als) Status Product (stap X) Werkinstructies Toepassing (stap X) Zijn Profiel ZijnAmsterdam (niet ingelogd) Google CCA bellen met CCA gebeld door burger bericht van Mijn Amster dam Mijn Suggesties suggestie suggesties archief suggestie afwijzen suggestie opvolgen suggestie bewaren www. amsterdam .nl MijnAmsterdam (ingelogd) burger berichten van Product bericht (incl. download link) brief Mijn Producten Product (stap X) Zijn Berichten bericht Zijn Producten deeplink naar bericht introductie tour archiveren wijziging deeplink naar Product voortgang vorig volgend naar bericht van Product (indien van toepassing) berichten van Product bericht (incl. download link) brief vorig volgend berichten archief Zijn Suggesties suggestie Zijn Instellingen deeplink naar Suggestie "Mijn Amsterdam" ambtenaren view (voorbeeld)www.amsterdam.nl specifieke online toepassing The launch committee approved the direction, so I could start with the design of a prototype, as part of a Proof of Concept (the other part was a technical connection to DigiD).
  29. 29. During the Christmas holiday, I made an interactive prototype (in Axure) that illustrated the concept.
  30. 30. DEC 2015 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017
  31. 31. JAN 2016 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017
  32. 32. And that was just in time, because then, in January, we hired a team to make it real!
  33. 33. TEAM Peter launch committee FE / UX / BE Business I suddenly had to give assignments and assign priorities to a Front-end developer, UX Designer, and Back-end developer!
  34. 34. The team started making a working prototype, with a homepage with status blocks…
  35. 35. …and a product-specific application. We wanted to make this one - for citizens who applied for welfare - the first, because the related stakeholder had stuck out his neck and said he would be interested in going first.
  36. 36. And to test our concept, we did a usability test with actual Amsterdammers, using the services of the UX Lab of the Service Department. They didn’t actually have this bakfiets yet, but the UX Lab wants to be as close to the users as possible, and this bike would help them do that.
  37. 37. To keep ourselves and our launch committee up to date, we developed this status overview - a variation of the concept drawing I showed earlier. It showed the status of parts of the solution in green, orange and red/pink post-it. This was another important deliverable for us.
  38. 38. ROADMAP A
 B
 C D E F many visitors many calls … simple products many users/high freq. relevant timing I also worked with the Business Owner on rules for prioritisation of work. On his original roadmap, he had already given some hints…
  39. 39. rules to prioritise product-specific applications 1. requests by users
 (citizens & companies & institutes)
 2. fit for online self-service
 (product & organisation) 
 3. promising business case
 (investments vs. savings) 4. we realise that politicians will influence priorities, but we cannot predict or measure that ROADMAP …which I developed in these formal rules for prioritisation of the roadmap. Using these as a checklist would help us find the right place on the roadmap for any new item.
  40. 40. JAN 2016 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017
  41. 41. MAY 2016 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017 By May, we had a working Proof-of-Concept that had scored well with citizens. It seemed we could develop it further, but then…
  42. 42. (“Give it to me, baby”)
  43. 43. TEAM Peter launch committee FE / UX / BE Enterprise IA IT / Open Data Business Several technically-oriented departments had heard about our efforts and wanted to get involved.
  44. 44. DigiD One group wanted to develop a generic connection to the national online identity program DigiD for the whole city, and took our specific implementation away from our team.
  45. 45. anything accessing Amsterdam’s data Another group wanted to make sure that any application that wanted to access data from the City of Amsterdam would do so in a safe and controllable manner.
  46. 46. “Access Manager Amsterdam” They called they control system the “access manager”. Since our web services would access such data, so they had to developed by that team, and not by our team.
  47. 47. product-specific applications We also discovered that some departments had already commissioned the build of product-specific applications, but then as stand-alone online portals.
  48. 48. I am My Amsterdam product- specific application (for professional) My Amsterdam shows statuses from product-specific applications citizen professional My Amsterdam product
 statuses product webservice product product- specific application
 (for citizen) public website product
 info
 &
 product
 forms So instead of applications that were integrated into the My Amsterdam environment, they were to be designed to exist separately.
  49. 49. local taxes application One example was the local taxes application for garbage tax and estate tax. The company that was building it said they would make it look & feel Amsterdam-like.
  50. 50. Except they had decided to use the only design documentation they could find online…which was from 2013 and quite outdated! We were still busy developing design patterns for My Amsterdam and could not supply a complete set to them on time.
  51. 51. Another application that we were not allowed to touch, was that for parking permits. The assignment to develop this was given to another company, and the requirements did not include any web services to augment the Integrated Customer View :-(
  52. 52. Oh, and their requirements also didn’t include the need to work on mobile…
  53. 53. So, several parts of our solution were out of our control…
  54. 54. ROADMAP Which made our roadmap a lot more complex to manage, let alone our Live-date…
  55. 55. MAY 2016 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017
  56. 56. JUL 2016 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017
  57. 57. So by July, I was okay with changing my role:
  58. 58. Peter TEAM Peter launch committee FE / UX / BE Enterprise IA IT / Open Data Business My attention was split in two…
  59. 59. Pete TEAM Pete launch committee FE / UX / BE Enterprise IA IT / Open Data Business One part was to help the business evangelise the product The other part was to lead the design team.
  60. 60. TEAMlaunch committee FE / UX / BE Enterprise IA IT / Open DataPO Business Pete Pete And a Product Owner was appointed.
  61. 61. get support and define processes
 for the core
 application Part one included evangelising the product and defining ways it would grow.
  62. 62. …this required more conversations with stakeholders over coffee…
  63. 63. My Amsterdam team launch committee product owners DevOps IT enterprise IAs domain experts application providers online service department UX lab public website functional managers privacy experts process improvers call center editors city
 hall API developers other departments other channels …with a lot of people inside and outside of the Service Department.
  64. 64. intake • user & business goals are clear • organisational unit is ready to build design & build • the application is defined & implemented • the product status is available • everything is tested launch & maintain • organisational unit is ready to launch • rest of the organisation is prepared The results included checklists for when departments wanted their products represented in My Amsterdam.
  65. 65. I am a service concept why do we do this?
 (to execute parts of the organisational strategy)
 
 what services do we deliver?
 (we maintain My Amsterdam, standards for applications, open-up data)
 
 how do we do this?
 (improve My Amsterdam, develop applications, work with departments)
 
 who is involved?
 (the design team in the Service department + other roles elsewhere)
 
 when do we do what?
 (we define criteria, internal priorities, user surveys, budgets) I also worked on the so-called Service Concept: how will the Service department support the development and maintenance of the My Amsterdam platform?
  66. 66. specifications for
 product-specific applications get support and define processes
 for the
 application Part two included work on specifying the product-specific applications.
  67. 67. Specific Application Introduction Users Functionality - Status in My Amsterdam - Specific Application - APIs Technology Meetings Contacts Misc. Specific Application Introduction Users Functionality - Status in My Amsterdam - Specific Application - APIs Technology Meetings Contacts Misc. That usually meant having more meetings with department representatives and documenting the findings in a standardised format.
  68. 68. All this work meant that instead of a prototype with just 2 product statuses…
  69. 69. …we could show illustrations of designs for a lot more applications.
  70. 70. ROADMAP So, despite the lack of control over some parts (red), we were making progress on specifying the requirements and design of other parts (white) which should result in applications being developed.
  71. 71. JUL 2016 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017 This work took us about 6 months further.
  72. 72. JAN 2017 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017 But then, in January 2017…
  73. 73. Jan Flippo, Amsterdam’s CIO This gentleman, the CIO of the City of Amsterdam, appeared.
  74. 74. TEAM Peter “launch committee” Business The CIO was one of the original Launch Committee members, but since we had stopped having regular meetings with them, he had dropped off our radar.
  75. 75. “we are not
 in the business of making software” Jan Flippo, Amsterdam’s CIO The CIO reminded our stakeholders and business owner that the City is not in the business of making software, and that all software creation needs to be outsourced.
  76. 76. To fight this statement, we had to prove that the market didn’t offer the solution out-of-the box. The way to do this was to organise a market consultation.
  77. 77. I am a market consultation Market Consultation concluded:
 My Amsterdam is timely; expected by citizens & companies the software industry offers partial solutions and standards in-house data-services need to be professionalised organisational impact means closer collaboration required organisation: “please minimise redesign of service processes” working agile is the preferred way Besides positive remarks about the timeliness of our approach and a confirmation that the software industry doesn’t offer a full solution, the report also concluded that our internal organisation was not quite ready to do in-house software development…
  78. 78. I am a market consultation Market Consultation recommended:
 build a modular system buy modules individually vs. one monolithic system start multiple projects for different (groups of) modules define a governance model look around for similar initiatives elsewhere …and that solve this, several departments had to learn to work together better.
  79. 79. TEAM Peter Stakeholders FE / UX / BE Enterprise IA IT / Open DataPO Peter Business For our team, this meant that more people had to be involved, both at the stakeholder level and in the areas where City-wide software development efforts were undertaken.
  80. 80. So, our backlog got longer..
  81. 81. status updates on the applications product- specific application org design webservice 
 live? readiness source state source state welfare ready internal final internal final beta in-home care busy internal mockups external connected no permits almost internal mockups external connected no land rights busy internal flows & mockups external sketch no taxes no external reviewed external sketch no parking no external reviewed external sketch no house values ready external reviewed external no no work & income busy external reviewed “internal” sketch beta …our status reports got more complex…
  82. 82. improve
 basics
 (Q1) specific
 apps
 (Q1-Q4) backlog (2018) generic
 app
 (Q2) ROADMAP and our roadmap had sections called “improve basics” (i.e. work better with other departments) and since we had so much work and so much coordination to do, some items could only be started in 2018…
  83. 83. JAN 2017 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017 …even though it was only January of 2017!
  84. 84. FEB 2017 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017 And a month later…
  85. 85. (cue The Matrix)
  86. 86. TEAM Peter Stakeholders FE / UX / BE Enterprise IA IT / Open DataPO Peter Business …developers took over the show. Well, not entirely, but they did start to dictate a lot of the work, the way work was done, and the priorities.
  87. 87. We started working with developer-centric tools and and methods.
  88. 88. And progress was measured in burn-down charts.
  89. 89. But we did still produce “stuff”! This was a Beta version of My Amsterdam, using production-ready code.
  90. 90. And we produced a separate, large, interactive prototype with many interactions…
  91. 91. …that we used to run a series of usability test sessions with.
  92. 92. Like with this lady who tested how we would redirect people from the public website to My Amsterdam.
  93. 93. TEAMStakeholders FE / UX / BE Enterprise IA IT / Open DataPO Peter Business In order to keep all of the stakeholders and team members up to date, the Product Owner and Business Owner had to do a lot of work too.
  94. 94. Our status reports became multi-slide powerpoint decks.
  95. 95. ROADMAP And our roadmap had to show the progress in connecting all kinds of internal systems to the Integrated Customer View.
  96. 96. ROADMAP And since there was a lot of coordination to be done, we had to push some efforts back to 2019.
  97. 97. FEB 2017 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017 And remember this was in February 2017(!).
  98. 98. NOV 2017 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017 Well, half a year later, we had produced and proofed and coordinated a lot of “stuff” and…
  99. 99. We had a launch event!
  100. 100. On Thursday, November 24, 2017, My Amsterdam went live - for a couple of hours.
  101. 101. Product
 Owner Service
 Department Director We had a launch event where the Service Department Director welcomed everybody, and the Product Owner explained the concepts behind the platform. Everybody was excited.
  102. 102. TEAMStakeholders FE / UX / BE Enterprise IA IT / Open DataPO Peter Business Right after this, many people no longer had pressing needs to be part of the project.
  103. 103. TEAMStakeholders FE / UX / BE Enterprise IA IT / Open DataPO Peter Business ..and the team got a lot smaller.
  104. 104. Which was a good thing, because our project had also ran out of budget for the year.
  105. 105. TEAMStakeholders FE / UX / BE Enterprise IA IT / Open DataPO Peter Business My contract ended too, so I left the team as well.
  106. 106. NOV 2017 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017 Which gave me time to reflect…
  107. 107. DEC 2017 2015 OCT DEC JAN MAY JUL JAN FEB NOV DEC 2015 2016 2016 2016 2017 2017 2017 2017 …so that today, I could tell you my story.
  108. 108. And give you an idea of my impact on the roadmap of My Amsterdam.
  109. 109. 2015 OCT DEC JAN 2015 2016 5% 75% 1. requests by users
 (citizens & companies & institutes)
 2. fit for online self-service
 (product & organisation) 
 3. promising business case
 (investments vs. savings) 4. we realise that politicians will influence priorities, but we cannot predict or measure that 50% ROADMAP After the initial briefing by the Business Owner, I had a big say in what elements should be made part of the solution, and in what order they should be built. And I managed a lot of stakeholder conversations.
  110. 110. MAY JAN FEB 2016 2017 2017 20% 10% 5% ROADMAP But then, as the team grew and the timelines became dependant on the efforts of other team, my grip on the situation got weaker. And when the timelines started including period of 1 and 2 years out, I gave up trying to influence them.
  111. 111. ROADMAP And what would have been my ideal roadmap?
  112. 112. It would be one where we defined Epics as “Themes” (see the relevant chapter in Product Roadmaps Relaunched)…
  113. 113. Theme 4 Theme 5Theme 3 Theme2 Theme1 Theme6 Theme7 ROADMAP storiesstories stories stories stories stories stories stories stories stories stories stories stories stories storiesstories stories stories stories stories stories stories stories stories stories stories stories stories and define stories as supporting the themes.
  114. 114. SNS Bank consumer website I have done this in the past, for example for the relaunch of the SNS Bank website back in 2006-2008.
  115. 115. And at SDL for the roadmap of their main product SDL Tridion, where the themes were matched to customer needs.
  116. 116. ROADMAP … but I’m not sure if I am the best person to do this.
  117. 117. Peter …and I am not sure where my future lies…
  118. 118. Peter Peter Boersma (@pboersma), Online Product Manager My Amsterdam
 ProductTank Amsterdam, December 2017 UX Strategist …but feel free to contact me. For now, I will stick with being a UX Strategist :-)

×