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Our	Requirements	Are	Good,	So	Why	Aren’t	We	
Delivering	Value?
Kevin	Brennan,	VP	Canadian	Business	Unit,	Seilevel
October	2,	2015
IIBA	DC	BADD	2015
47%
of	unsuccessful	projects	fail	to	
meet	their	goals	due	to	poor	
requirements	management
Poor	requirements	are	a	major	source	of	project	failure.
Source:	PMI’s	Pulse	of	the	Profession:	Requirements	Management	— A	Core	Competency	 for	Project	 and	Program	Success,	
August	2014
How	can	we	improve	the	quality	of	requirements?
q Well	written?
q Complete?
q Atomic?
q Testable?
q No	ambiguous	words?
q Coherent?
q Verified?
q Pass	the	quality	checker?
q Glossary	clear?
q Unique	identifiers
q Consistent
q ..
q ..
VISUAL
MODELS
ARE	BEHIND
ANY	ROBUST	SET	OF
SOFTWARE	REQUIREMENTS
Improve	the	quality	of	requirements	with	visual	models.
27	mostly	text-based	requirements	documents	with	1490	requirements
Team	partially	retrofitted	requirements	with	models	to	identify	gaps
82 initial
models (poor
quality)
345 additional
models created
(partial
retrofitting)
178
requirements
new or
changed
requirements
12%	of	requirements	had	issues
and
Average	2	issues	per	model
Case	Study	from	Seilevel Project
Requirements	architecture	ensures	we	bring	it	together.
User	Stories
Acceptance	 Criteria
Existing	System	Screens	
L2	Process	Flows
L3	Process	Flows
Reports
New	System	Screens
Data	Dictionary
Ecosystem	Map Business	Data	Diagram
DAR	models
UI	Flow
Org	Chart
Linked	in	the	Requirements	Mapping	Matrix
PROJECT SUCCESS
0%
20%
40%
60%
80%
Met	Business	Intent On	Time Within	Budget Delivered	Scope
Formal	Process	To	Ensure	Quality No	Formal	Process
Better	requirements	quality	means	better	business	outcomes.
Source:	PMI’s	Pulse	of	the	Profession:	Requirements	Management	— A	Core	Competency	 for	Project	 and	Program	Success,	
August	2014
Example:	automated	booths	can	speed	up	check-ins…
…or	not.
“The	worth,	
importance	or	
usefulness	of	
something	to	a	
stakeholder	
within	a	
context.”
BABOK®	v3
Value	is	delivered	when	a	solution	meets	a	stakeholder	need.
Needs
Value
Solu+ons
Changes
ContextStakeholders
Exploration Investment	 Delivery Realization Elimination
Business	value	is	delivered	when	a	solution	meets	a	business	need.	
Strategy
Project/Program
Realize	Business	
Value
Identify	Business	Value
Business	analysis	is	critical	to	ensure	we…
…so	that	programs	and	projects	deliver	business	value!
Use	strategy
to	screen	out	
projects	that	
don’t	support	
our	goals
Make
investment	
decisions	with	
objective	
chains	
Explore	a	
range	of	ideas	
to	ensure	we	
don’t	miss	
opportunities
Define	business	
objectives to	
link	problems	
and	features
We	need	to	be	able	to	quantify	and	measure	value	delivery.
Example
Increase	sales	by	$10M	
over	a	one	year	period	
without	adding	new	sales	
representatives.	
Define	business	benefit	that	an	
organization	expects	to	receive
Usually	increase	revenue	or	cut	costs
0
5
10
15
20
25
Use	measurable	business	benefits	to	
prioritize	between	projects
Biz	stakeholders	select	projects	with	most	
meausrable	benefits
Biz	stakeholders	select	features	contribute	
the	most	benefits
strongly	disagree disagree neither agree strongly	agree
Stakeholders	struggle	to	connect	business	value	to	features.
Business does
reasonably
well selecting
projects
But not as
good at
selecting
features
Source:	Seilevel Customer	 Survey
BAs	ensure	we	work	on	the	right	projects	and	features.
Understand	
business	
objectives
Assess	the	
value	of	
features
Cut	what	isn’t	
necessary
Understand	
business	
objectives
Assess	the	
value	of	
projects
Cut	what	isn’t	
necessary
We	can	connect	products	and	features	to	problems.
BUSINESS
PROBLEM
BUSINESS
OBJECTIVE
PRODUCT
CONCEPT
FEATURES
Features	may	
have	changed
Product	Concept	
may	have	changed
PRODUCT
CONCEPT
FEATURES
Business Objective 2
Provide training
to 100% of
sales team
Projects	don’t	always	have	to	tackle	the	ultimate	goal.
Business Problem 1
Sales team
not selling
enough
products
Business Objective 1
Increase
sales by
$10 million
Product
Concept
Online
Training
Business Problem 2
Sales team
doesn’t
understand
products
Download
Training
Training
Surveys
Objective	chains	assess	the	value	per	feature.
Objective Factor
Business Objective
Objective Factor
Objective Factor
Objective Factor
Objective
Equations
Data
Needs
Features
Features
Evaluate	the	value of	
features	or	sets	of	
features
Current	state	&	Assumptions:	
1000	sales	reps
600	take	training	today
90%	pass	tests	if	trained
25%	pass	tests	if	not	trained
640	pass	tests	today
$200/day	more	sales	if	trained
Often,	a	few	features	produce	most	of	the	value.
Increasing # sales reps who passed
tests increases sales
Increase Revenue
Taking training before tests
increases # passed tests
DOWNLOADABLE
TRAINING
ONLINE
TRAINING
835	pass	tests	now	
(90%	of	900	+	25%	of	100)
$39K	increase	in	sales	
($200	x	195	new	passed	
tests) Providing training options
outside classroom increases
participation
Providing online training
increases
# of reps taking training
Providing offline training
increases
# of reps taking training
Participation	increases	by	
2%
Feature	value	=	$2.6K
300	more	reps	
take	training	
(30%	of	1000)
Participation	increases	
by	30%
$39,000/day
$2,600/day
Inspection	and	adaption	are	critical	for	business	success.
• Business	objectives	focus
• Cut	minimal	value	projects	and	features
• Link	requirements	to	business	objectives
• Measure	and	improve
Good	Practices	for	Delivering	Value	
Good	practices Measure	
results
Customer	
creates	cart
Customer	
contacts	call	
center
Customer	edits	
cart	live	with	
Rep
Rep	edits	cartRep	imports	cart
Customer	
completes	sale	
online
Rep	completes	
sale
Rep	exports	cart	
to	Customer
Business	Objective:	Increase	sales	by	$14M;	
on-time	launch	critical
Customer	
creates	cart
Customer	
contacts	call	
center
Customer	edits	
cart	live	with	
Rep
Rep	edits	cartRep	imports	cart
Customer	
completes	sale	
online
Rep	completes	
sale
Rep	exports	cart	
to	Customer
X X
X
$12M
$2M
$250K
Here’s	the	difference	it	makes.
•Shared	cart	had	to	launch	by	holiday	season	to	achieve	any	ROIProblem
•Missing	deadline	would	net	$0,	ROI	(potential	ROI	was	$14M)Risk
•Seilevel	analysis	revealed	scope	would	lead	to	$0M	and	cut	scope	to	
achieve	$12M	ROISolution
Remember	that	requirements	are	a	means	to	an	end.
www.seilevel.com
Search:	Seilevel,	Kevin	Brennan
@Seilevel @bakevin
www.facebook.com/Seilevel
Kevin.Brennan@seilevel.com
647.691.3473
Contact	Us

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