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lda-2017-paige-moore-user-stories

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Digital Crossroads session November 2017

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lda-2017-paige-moore-user-stories

  1. 1. Leveraging user stories across the project lifecycle Digital Crossroads 2017
  2. 2. Hi, I’m Paige! @paigelouky I’m here because I love digital and the psychology behind it. Why did you choose to be here? Photo by Dan Brinkruff
  3. 3. “ It’s not “us versus them” or even “us on behalf of them.” For a design thinker it has to be “us with them.” – Tim Brown, CEO and President of IDEO
  4. 4. Today: Find out why web design and development shifted to “us with them” Explore the language of Agile Try it out in a fun way Learn how to use it on your next project
  5. 5. We’re gonna plan a cocktail party, Agile style! Photo by Adam Jaime on Unsplash
  6. 6. Let’s get ready for a party! Imagine I’m the boss (let’s just say I’m the president of an ad agency, even though I’m not) and I’ve given you this information. In the next 3 minutes, write down what you would need to do to plan this party. In particular, think about what you would purchase and how much. ■ I want to have a cocktail party for our clients ■ We’ll have it at my house on Friday, December 1 starting around 5 p.m. ■ I’m thinking maybe 30-40 people, including spouses ■ I like comfort food and bourbon ■ I love classical music
  7. 7. 1. Transitioning to “us with them” A boring, but quick, history lesson.
  8. 8. What we want users to do What users really want to do Information architecture through the years What we want to say
  9. 9. Amazon.com 1995 Internet Archive
  10. 10. Amazon.com 2000 Internet Archive
  11. 11. Amazon.com 2017
  12. 12. PROCESS This isn’t just a change in aesthetics. It’s a change in
  13. 13. My first website in the late 90s Internet Archive
  14. 14. Kinda starting to figure it out in 2002 Internet Archive
  15. 15. Completely user-centered in 2014
  16. 16. PROCESS This isn’t just a change in aesthetics. It’s a change in
  17. 17. And that change started in very unlikely places Photo by Samuel Zeller on Unsplash Photo by Markus Spiske on Unsplash
  18. 18. A brief history of Agile 1980s Manufacturing companies start adopting “Lean Production System” methods, which are based on Japanese (esp. Toyota) manufacturing principles. 1990s Software firms extend the principles of Lean to a new industry, adopting “lightweight” development methods like Scrum and Kanban. 2001 A group meeting in Utah writes a “manifesto” that formally documents the 12 overarching principles of Agile software development.
  19. 19. The 12 principles of Agile Software Development 1. Customer satisfaction by early and continuous delivery of valuable software 2. Welcome changing requirements, even in late development 3. Working software is delivered frequently (weeks rather than months) 4. Close, daily cooperation between business people and developers 5. Projects are built around motivated individuals, who should be trusted 6. Face-to-face conversation is the best form of communication 7. Working software is the primary measure of progress 8. Sustainable development, able to maintain a constant pace 9. Continuous attention to technical excellence and good design 10. Simplicity—the art of maximizing the amount of work not done—is essential 11. Best architectures, requirements, and designs emerge from self- organizing teams 12. Regularly, the team reflects on how to become more effective, and adjusts accordingly
  20. 20. MARKETERS? Sooooo … what does all of this mean for
  21. 21. The three biggest impacts on marketers Planning Break down big projects into smaller ones Language Define requirements from the end user’s perspective Communication More frequent and face-to-face
  22. 22. 2. The language of Agile Or at least the parts that really matter to marketers.
  23. 23. The language of Agile User story: description of a feature from an end-user perspective Acceptance criteria: used to confirm when a story is completed and working as intended
  24. 24. INVEST in good user stories ■ Independent – they can be developed in any order ■ Negotiable – the team has flexibility on implementation ■ Valuable – they deliver a benefit to users ■ Estimable – the team can determine tasks and effort ■ Small – they can be implemented in a short period ■ Testable – success can be verified
  25. 25. The language of Agile Epic: a group of user stories Story mapping: visually arranging user stories and associated tasks to determine effort and prioritization
  26. 26. 3. It’s party time Now that you know the language, let’s try it out!
  27. 27. It’s party time! Earlier I asked you to plan a party based only on this information. What did you decide to buy? ■ I want to have a cocktail party for our clients ■ We’ll have it at my house on Friday, December 1 starting around 5 p.m. ■ I’m thinking maybe 30-40 people, including spouses ■ I like comfort food and bourbon ■ I love classical music
  28. 28. Personas don’t represent everyone, just your highest-priority users Things you might want to include: ■ Demographics ■ Buying preferences ■ Communication preferences ■ Goals ■ Motivations ■ Challenges ■ Potential objections First, build your personas
  29. 29. Our users (AKA typical party guests) Jayne ■ Executive director for a nonprofit ■ 50 years old ■ Single, two teenagers ■ Yoga buff ■ Likes sushi & white wine ■ Her goal in coming: find potential donors and volunteers Rohit ■ Owner of 3 small businesses ■ 40 years old ■ Married, 1 child ■ Video gamer ■ Vegetarian; does not drink alcohol ■ His goal: network with other business owners Michael ■ Sales & marketing VP for large company ■ 35 years old ■ New in town ■ Huge University of Georgia football fan ■ Likes BBQ & beer ■ His goal: establish that he’s the new person in charge Photos by Thomas Hafeneth, Ilaya Raja, and Tamarcus Brown on Unsplash
  30. 30. As a <role>, I want <goal> so that <benefit> Remember, it needs to be … ■ Independent ■ Negotiable ■ Valuable ■ Estimable ■ Small ■ Testable Next, write your user stories
  31. 31. As the party host, I want bourbon, bitters, sugar and oranges so that I can have an old fashioned to drink Next, write your user stories
  32. 32. As a party guest, I want nonalcoholic beverage options so that I don’t spend the whole night thirsty Next, write your user stories
  33. 33. As a party guest, I want a TV tuned to the SEC National Championship Game so that I can keep tabs on my Georgia Bulldogs Next, write your user stories
  34. 34. As a party guest, I want a TV tuned to the SEC National Championship Game so that I can keep tabs on my Georgia Bulldogs Next, write your user stories That’s not negotiable
  35. 35. As a party guest, I want a way to watch the SEC National Championship Game so that I can keep tabs on my Georgia Bulldogs Next, write your user stories Much better!
  36. 36. Our users (AKA typical party guests) Jayne ■ Executive director for a nonprofit ■ 50 years old ■ Single, two teenagers ■ Yoga buff ■ Likes sushi & white wine ■ Her goal in coming: find potential donors and volunteers Rohit ■ Owner of 3 small businesses ■ 40 years old ■ Married, 1 child ■ Video gamer ■ Vegetarian; does not drink alcohol ■ His goal: network with other business owners Michael ■ Sales & marketing VP for large company ■ 35 years old ■ New in town ■ Huge University of Georgia football fan ■ Likes BBQ & beer ■ His goal: establish that he’s the new person in charge Photos by Thomas Hafeneth, Ilaya Raja, and Tamarcus Brown on Unsplash
  37. 37. Next up, prioritize Story Story Story Story Story Story Story Story Story Story Story Story Story The MVP line (minimum viable product)
  38. 38. And then organize Story Story Story Story Story Story Story Story Story Story Story Story Story The MVP line (minimum viable product) Epic Epic Epic
  39. 39. And then track each story through all teams and phases Story ✓ invitation language ✓ supply rental ✓ catering order ✓ room setup ✓ host welcome ✓ post-event survey
  40. 40. 4. Agile in the real world Eventually the party has to end. Sniff, sniff.
  41. 41. We’re going to build a website for Moore’s Mini Golf Emporium Photo by Peter Lewicki on Unsplash
  42. 42. Personas Bethany, 33 Mom planning a birthday party Tyler, 17 Potential employee
  43. 43. User stories Mom: 1. Find location 2. Find hours 3. Find prices 4. Rent for private party 5. Find coupons and specials 6. Find out if gluten-free food options are available 7. Contact about questions Potential employee: 1. Find location 2. Find hours 3. See when seasonal hiring begins 4. Apply for a job 5. Contact about questions
  44. 44. Tracking through the process Persona User story Sitemap Wireframe Mockup Content Document Google Analytics Goal Beta Test Site Monthly Report Mom Find location x x x x x x x Mom Find hours x x x x x x x Mom Find prices x x x x x x x Mom Rent for private party x x x x x x x Mom Find coupons and specials x x x x x x x Mom Find out if gluten-free food options are available x x x x x x x Mom Contact about questions x x x x x x x Potential Employee Find location x x x x x x x Potential Employee Find hours x x x x x x x Potential Employee See when seasonal hiring begins x x x x x x x Potential Employee Apply for a job x x x x x x x Potential Employee Contact about questions x x x x x x x
  45. 45. You can use the same approach for other materials Persona User story Customer Service Script Facebook General Ads General Brochure Birthday Brochure Facebook Recruiting Ads Recruiting Brochure Mom Find location x x x x N/A N/A Mom Find hours x x x x N/A N/A Mom Find prices x x x x N/A N/A Mom Rent for private party x x x x N/A N/A Mom Find coupons and specials N/A x N/A N/A N/A N/A Mom Find out if gluten-free food options are available x N/A x x N/A N/A Mom Contact about questions x N/A x x N/A N/A Potential Employee Find location x N/A N/A N/A N/A x Potential Employee Find hours x N/A N/A N/A N/A x Potential Employee See when seasonal hiring begins x N/A N/A N/A x x Potential Employee Apply for a job x N/A N/A N/A N/A x Potential Employee Contact about questions x N/A N/A N/A N/A x
  46. 46. “ Know your users, for you are not them. – Usability Yoda
  47. 47. Thanks! Any questions? You can find me at: @paigelouky hoosierpaige@gmail.com

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