Post on 04-Aug-2020
#euprio2018 @berndvolcker (Image: Anual CC BY 3.0)
MASTERCLASS10 Steps to Build a Digital Strategy
Sevilla, 4th June 2018 Bernd Völcker
Digital Strategy10 Steps to Build a
#euprio2018 masterclass
Hello EUPRIO @ Sevilla
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Bernd Völcker
Boston
Berlin
Wrocław
@berndvolcker
bernd.voelcker@infopark.com
+49 151 140 690 22
https://infopark.com/ https://linkedin.com/in/berndvoelcker
VCF
What do we want to achieve on the
Internet?
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Why?
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Securing success by securing scope?
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Always7 %
Often13 %
Sometimes16 % Rarely
19 %
Never45 %
Features and content usage
Infrequently30 %
Often20 %
Hardly Ever50 %
Features used
Source: Standish Group 2002, 2014
Learning by pain …
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
29 %
14 %57 %
Out of Budget or Time In Plan Crashed
42 %49 %
9 %
AgileWaterfall
Source: Standish Group 2012
Complexity
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Walk Like An Egyptian
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Success
Value
User Experience
Security & Compliance
Technical Platform
Processes & Products
6
5
4
3
2
1
Campus IT Zoo
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Analytics
Shop
CMS
CRM
Search
Library
ERP
Campus
Mgmt
News- letter Helpdesk
Events
Payment
eLearning
Basic Components
Digital Stack2018
Alumni Database
Enrolment
DARS
SIS
DIY -> Buy-in
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
10 Steps to Build a Digital Strategy
1. Status quo 2. Vision 3. Target Groups 4. Customer Journey 5. Content 6. Compliance 7. Technology 8. Project Management 9. Analytics 10. Resources
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
10 Steps to Build a Digital Strategy
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Understand the Status quo
Step 1
Why understanding the status quo?
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
What is our competitive environment on the
Internet?
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Porter’s 5 Forces Strategic Assessment
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Threat of New Entrants
Barriers to entry - Economies of Scale - Product differentiation - Capital requirements - Switching cost of Buyer# - Access to distribution channels - Other cost advantage - Government policies Incubants’ defines of market share Industry growth rate
Existing Players
Concentration Diversity of competitors
Fixed costs vs. variable costs Buyers’ switching costs
Exit barriers Strategic stakes
Growth rate Balance
new competitors
existing competitors
new competitors
Threat of Substitute ProductsRelative price of substitute Relative quality of substitute Switching costs to buyers
Determinants ofBuyer Power
Number of buyers relative to sellers Product differentiation Switching cost to use other product Buyers’ profit margins Buyers’s use of multiple sources Buyers’ threat of backward integration Sellers’ threat of forward integration Importance of product to the buyer Buyers’ volume
Determinants of Supplier Power
Supplier concentration Availability of substitute inputs Importance of suppliers’ input to buyer Suppliers’ product differentiation Importance of industry to suppliers Buyers’ switching cost to other input Suppliers’ threat of forward integration Buyers’ threat of backward integration
Empirical Evaluation
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
https://www.similarweb.com
https://www.alexa.com
Higher Education Value Chain
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
CoursesSecondary
School DegreeExamsApplication Alumni
MOOCs and Nanodegrees
new competitors
Step 1: Prepare a
written list of competitors
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Worksheet Step 1.1 - List of Competitors
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
# Competitor URL Rank Notes
1 University of Oxford http://www.ox.ac.uk 5
2 Universidad de Sevilla http://www.us.es 2
3
4
5
6
7
8
9
10
Audit of the competitor’s Internet offerings and
your web sites
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Where do we really stand?
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Check yourself by Mystery Surfing
Total Visits
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Traffic Sources
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Social
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Referrals
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Worksheet Step 1.2 - Audit
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
# Competitor Benchmark 1 Page Speed
Benchmark 2 WCAG Sec. 508
Benchmark 3 SEO
Benchmark 4 Rank
Benchmark 5 _____________
…
1 http://www.ox.ac.uk 72 % Mobile 63 % Desktop
54% Pages with Issues
71 % 2626 Global 185 Domestic
2
3
4
5
6
7
8
9
10
Sites that help …
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Google https://developers.google.com/speed/pagespeed/insights/ Page Speed / Quality / Mobile
Amazon https://www.alexa.com Rank
W3C https://www.w3.org/WAI/ER/tools/ Compliance
SimilarWeb https://www.similarweb.com Competition
Screaming Frog https://www.screamingfrog.co.uk SEO
Powermapper https://www.powermapper.com WCAG
Builtwith https://builtwith.com Tech
Buffer https://blog.bufferapp.com/free-seo-tools SEO
Keep in mind: Results will change…
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Summary of Challenges
Worksheet Step 1.3 - Summarize the Status Quo
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Internal attributes of the organisation External attributes of the organisation
Strengths (helpful) Weaknesses (harmful) Opportunities (helpful) Threats (harmful)
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Invite everybody
Colleagues who contribute or complain
Potential users representatives
Start with some slides on trends, numbers and show what others have done
Distribute 10 to 20 cards per participant
Step by step: S -> W -> O -> T
Gather inputs on pin wall
Encourage discussions
Consolidate similar cards
Advice for analyzing the status quo
3h
10 Steps to Build a Digital Strategy
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Create a Vision
Step 2
What is a Vision good for?
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Vision Statement Template
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
By <DATE>, <OUR ORGANIZATION> wants to interact with
<TARGET GROUPS> on the Internet better than <OUR COMPETITORS>
as well as supply these groups with <CONTENT & SERVICES>
to promote <PRODUCTS>and to achive <GOALS>.
Vision "A working hypothesis
(old greek ὑπόθεσις, hypóthesis = ‚assumption‘, ‚requirement‘, ‚foundation‘)
is a provisionally accepted thesis,that is supposed to be valid,
but is not verified or proven." Source: Wikipedia
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Worksheet Step 2 - Create a Vision
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
By <DATE>, <COMPANY> wants a <PROGRAM> for <USER GROUPS> in order to <ACT> better than <COMPETITORS> as well as supply these groups effectively with <DATA & FUNCTIONS> to achive <VALUE>.
By <__.__.____>, <_______________________> wants to interact with
<______________________________________> on the Internet better than
<______________________________________> as well as supply these groups with
<______________________________________> <______________________________________>
to promote <______________________________________>
and to achive <______________________________________>.
Sanity Check for a Vision Statement
S M A R T
pecific
easurable
ttainable
ime-based
elevant
A great Vision is
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Invite the power center
Decision-makers
Influencers
Important stakeholders
Start with some slides on trends, numbers and show what others have done
Explain the template
Gather results with pin wall or video beamer
Colleagues explain what they think
Ask, to keep the discussion going
Create urgency
Advice for Building a Vision
2h
10 Steps to Build a Digital Strategy
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Select a Target Audience
Step 3
Who do we want to communicate with?
(Target Groups)
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
User Roles
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Each user role represents a natural person that follow a
specific goal.
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
User Roles at a School
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Director of Sport
Sixth Former
Parents
Teacher Principal
Non-local Attendee
Middle School Member
School Secretary
Elementary School Member
Each person follows a specific agenda.
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
One person can have more than one user role.
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Organisations can’t be user roles. User roles are always natural persons.
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Administration
Factory
Hospital Business
ClubSchool
User Roles at a Factory
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Procurement Manager
Head of Sales
General Manager
Marketing
Representative
Technician
Customer Service
CFO
Worker
Unique Roles in Your Organization
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
University
_____________
??
?
_____________
_____________
_____________
_____________
__________________________
_____________
_____________
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Understanding your users’ motivation
Potency buying center role gate keeper, decision maker, user, technician, promotor …
Obstacles handle objections budget, staff motivation, team size, time, moving priorities, capacity leaks, work overload, rolling out changes …
Win emotional needs safety, achievements, esteem, self-actualization …
Access devices & locations mobile, public transport, car, …
Result rational goals income, security, revenue, retention, calculate risks, assure quality …
Worksheet Step 3 - Find User Roles
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
User Role Primary Goal Result Win Life Situation Catch Points Value Priority
Bachelor Student Bachelor DegreeJob: Income and
Social Status
Meets the interests, easy to achieve,
affordable, near home
Late Stage Secondary School (College,
High School)
facebook, RA, Jodel, Snapchat, musical.ly +++ 1
Samples Wins & Results
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker Source: Miller, Heiman, Tuleja 1988
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
One user role at a time
Invite a diverse group of colleagues
Customer centric departments
Colleagues with direct contact to the users
potential user representatives
No bosses
Start with 10 - 20 cards per meeting participant
Gather results on a pin wall
colleagues explain what they thought
consolidate and form categories
Prioritize with points or by customer live time value
Advice for User Role Modeling
3h
10 Steps to Build a Digital Strategy
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Customer Journey
Step 4
An user role is a website’s intended user following a sequence of steps
to achieve a goal: the customer journey.
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Customer Behaviour
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Sandra Vandermerwe 1996
Elias St. Elmo Lewis 1898
A.I.D.A. Customer Activity Cycle
Sequenze of Steps
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
… … … …
One big step
Many small steps
1
2
Start Goal
Qualified Leads
Promotion
Conversion
Content Creation
Attention
Interest
Desire
Action
• Blog Posts • Articles • Landing Pages • Keywords
• SEO on-page • Social Media • Emails • Adwords • Retarget
• Forms • Value Content • Downloads • White Paper • eBooks
• CTAs • Emails • Phone • Messaging
• Self Assessment • Configurator • Value Calculator • Games • Quizzes • Demos • Representative
• Direct Marketing • Sales Force • Transaction
Goal
AI
DA
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Customer Journey
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Attention
Interest
Action
Recommend
Desire
Cross/Up-Sell
Start
Goal
Use
Starting Point
Touch Points
Motive
User Role / Persona
PRE
DURING
POST
Customer Journey
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Parking
Enter Store
Buy
Tell
Browse
Shoeshine
Try
Use
Content
Content
Content
ContentContent
Content
Content
Content
Touch Point
Ads
Need Shoes
Start
Have Shoes
Goal
Content
PRE
DURING
POST
Dependecies
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
PRE
DURING
POST
PRE
DURING
POST
PRE
DURING
POST
Alumni
Bachelor Student
Master Student
Worksheet Step 4 - Customer Journey
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
PRE
DURING
POST
Starting Point
Goal / Motive
User Role
Content
Content
Content
Content
Content
Content
Content
Content
ContentContent
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Touch Point
Content
Worksheet Step 4 - Customer Journey Legend
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Starting Point
Touch Point / Stage
Content
Interactive
Non-Digital Activities
Goal / Main Motive
Lead
Phases
Data & Functions
Customer Journeys in HE
Academic Staff
Media Rep
Secondary Bachelor
Master Ph.D.
Alumni Donator
Extended Edu
t
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Invite user role related colleagues only
Colleagues with direct contact to the user role
User role representatives
Start with the end of the action phase: the goal
In a first step get the touch points
Work forward and backward along the path
Gather results on a pin wall
Participants explain what they think
In a second step talk about content
In a third step talk about CTAs, MQLs, KPIs
Advice for Analyzing the Customer Journey
2h
One Pager: Sec. School Student (late stage)
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Geo
Special Needs
PRE
DURING
POST
Discover
Visiting college / 6th form
Compare
Enrolment
Understand Need/Benefit Subject / University
Rate
Tell
Recommend
Choose
Report
Story
Call
Campus Management
Self Assessment
Application
Story Base
Long List
Video
SEO
Schema
Share
Website
Landing Page
Search Engine
Social Media
Events
Collateral
Media
Pain Points
USPs
…Objections
Found a place to study
Contact
MQL
Start
Goal
Values
Ideas
Short List
Blog
Directory
Assessment
Choose
Assessment Center
Interview
Rankings
Map
Tags
Key Terms
Ads
Retarget
Display Networks
UGC
Chat
Social MediaTests
Form
Bots
Messaging Email
EventsMail
Nurturing
Ads
Targeting
Retarget
Display Networks
Messaging Email
EventsMail
Nurturing
Ads
Leverage
ID Check
Qualification Certificates
Form
Dates
Admissions
Students' Union
Social Media
One Pager: Bachelor Student
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Tests
PRE
DURING
POST
Welcome
Enrolment
Evaluate
StarterUndergraduate
Course FrameworkRate
Tell
Recommend
Intro
Report
Story
Exams
Story Base
Welcome Pack
Share Website
Get a Bachelor Degree
Start
GoalCourses
Learn
UGC
eLearning
Sources
Social Culture
Lectures
Sports
Campus Map
Campus Life
Reports
Check-in eLectures
Library Activities
CurriculumFaculty Handbook
HE Regulations
Club Directory
Contacts
Term Dates
Upgrade
Events Meetings
myClasses
Reader Reading List
eBooks
Portal Campus Management
Events
Notifictions
SMS
Registration
Social Media
Computer Equipment
EquipmentTrips
Master
Social Media
10 Steps to Build a Digital Strategy
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Content Creation & Seeding
Step 5
Self Assessment
#euprio2018 Endnote @berndvolcker Role of HE in a Fully Interconnected World
What's MyLearning Style?
Which Study Habits Can I Improve?How Strong Is
My Character?
Which Careers
Match My Skills?
Courses are Key Content
#euprio2018 Endnote @berndvolcker Role of HE in a Fully Interconnected World
Worksheet Step 5.1 - Content Register
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
# ContentPrimary
User RoleOther
User RolesIn Out
Up-date
Seed Editor Changes
1Welcome to
Campus VideoEN
Bachelor Student(Starter)
Applicant 2019-02-05 YWeb / Email / Social Media
MSALogo
update
2 Welcome Checklist
EN Bachelor Student(Starter)
Applicant 2019-02-05 2019-05-01 Y Web / Email KAM Images for mobile use
3
4
… … …
Worksheet Step 5.2 - Editorial Calendar
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Quarter MonthSocial Media
Newsletter Videos__________ __________ __________
…
1/19 Jan Daily 2 1
… …
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Invite everybody
Colleagues who are able to contribute
Users generate content
3rd party: agencies / copy writers / editors
Start with the customer journey
Avoid media breaks and gaps on the path
Define an editorial workflow
Set-up the calendar
Use tools for collaboration (Slack, Google Docs)
Set-up an editorial meeting as jour-fix
Advice for Creating a Content Foundation
One Pager Step 5:Content Process
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Definition Phase
Operations Phase
Foundation Building Phase
Start
Planning
Research
Concept
Production
Distribution
Analytics
Stop
Define Goals / KPIs
Define Target Groups
Define Formats Define Themes
Themes Keywords Seeding Sources
Owned Earned Paid
Ideas TrafficRanking
Content
Format SubjectCause
Define Source Pool Build Source PoolEvaluate Source
PoolConfirm Source
Pool
Search Source Pool Create Mark up / SEOPersonalize / Customize
CMS QA
Indicators ReportMetrics
PersonasCRM
ProfileCustomer Journey
WebsiteSocial Media
Blog Email Influencer Ads
Editorial Calendar Resources
Team /Skills
ToolsStyle
Guide / CD
Define Buying Cycle
Content Grid
PersonaBuying Cycle Stage
Building Source Base
10 Steps to Build a Digital Strategy
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Care about Compliance
Step 6
Identify the legal boundaries.
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Where to get the Consents?
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Worksheet Step 6 - Compliance
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Subject Document MeetingMeeting Minutes …
Legal Department
Data Protection Commissioner
GDPR/ Tracking/DOI
GDPR & Privacy Statement / Cookies
Objections/Consent
IT Standards/Operations/Certificates/Domains
Service Level Agreement
Employee Concil
Academic Senat
Other Commissioners
WCAG
…
10 Steps to Build a Digital Strategy
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
MarTech Stack
Step 7
Global is the new normal.
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Content Delivery Network
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
50+ Edge Locations
Content in Content out
Digital Platform
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Infrastructure as a Service
Websites & Digital Marketing
StorageAWS S3
CDN AWS CloudFront
Server AWS EC2
Database AWS DynamoDB
E-Mail AWS SES
Load Balancing AWS ELB
ResponsiveDesign
Web Development Revision Control
PerformanceMonitoring
ErrorMonitoring
UptimeMonitoring
AppWWW Bot Social Media
Newsletter CMS & MAM Chat & Email SIS CRMLanding Pages
Templates & Widgets
Search Analytics
Voice AssistentIntranet …
Platform as a Service
Software as a Service
Directory Service
Worldwide
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Availabiliy zones and regions - compliant to E.U. / U.S. data privacy regulations and high-level security standards
IT does not matter but IT scales.
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Worksheet Step 7 - Build a MarTech Stack
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Infrastructure as a Service
Websites & Digital Marketing
StorageContent Delivery NetworkServer Database Message Delivery
(Email, SMS) Load Balancing
UI FrameworkWeb Development Environment
Revision Control Monitoring Authentication Container
Social Mediawww Shop Student Portal
Platform as a Service
Messages (Email, SMS, Newsletter)
EventManagement Chat CRM Search
Content Management &
DAM
Templates
Campus Management Analytics
BotsWhite Label Voice Assistents
Domain Name Service Directory Service
eCommerce
Pre-Rendering
Software as a Service
10 Steps to Build a Digital Strategy
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Methods & Procedures: Find a modus vivendi
Step 8
Not that way …
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
What the product owner
understood
What the customer explains
The consultant’s powerpoint presentation
The designers concept
What the programmer implemented
The documentation of the project
What was installed by IT
What was on the invoice
The project’s maintenance
What really was needed
Source: The Project Cartoon CC BY 3.0
A list of to-dos that everbody understands
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
User Story Template
As <who? user role> ,I want <what? function>so that <why? value>.
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Granularity of User Stories
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Epic
User Story 1
User Story 2
User Story 3
Too Big, sketchy Small, detailed, specific
As <who? user role> ,I want <what? function>so that <why? value>.
As <who? user role> ,I want <what? function>so that <why? value>.
Building a Backlog of User Stories
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Priority User Story Value Risk
1 As a … +++ +++
2 As a … +++ ++
3 As a … +++ +
4 As a … ++ +
5 As a … ++ +
... ... ... ...
Plans are nothing, Planing is everything.
Be prepared for chance
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Traditional Approach
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy
deve
lopme
nt of
digit
al off
ers
time
interval: 4-6 years
deviation
as it should be (red)
as it is (blue)
relaunch
Moderne Approch: Agile
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy
interval: 2-4 weeks
Sprint
as it should be (red)as it is (blue)
deve
lopme
nt of
digit
al off
ers
time
Sequenze of Steps
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
… … … …
One big step
Many small steps
1
2
Start Goal
Why not adopting this insight to projects?
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Product Backlog Sprint Backlog Sprint Softwareready to run,
improved incrementally
30 Days
Source: Wikipedia, Srum Process
Set Priorites
What is important?
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
M o S C o W
must
hould
on't
ouldPriorities are
What to do frist?
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Value
3 2
1
Risk
Reuse Customer Journey
Worksheet Step 8 - Backlog with User Stories
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
# As a / an I want to … so that … Notes Priority Assigned Status
1 Bachelor Student enroll to university I can start studing Must Team B done
2 Researcher publish my research papers The peers can review them Comments of peers should be readable inline
Should Team A WiP
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Invite everybody
Everybody can contribute anytime
Involve users for feedback
Start with the customer journey
Creating the backlog
Backlog should be available public
Make the prioritization rules transparent
Use tools for collaboration (Slack, Trello)
Groom the backlog
Advice for Building the Backlog
1d
One Pager: Step 8 - Scrum
Review
Status
Documents
List of requirements & problems Responsibility: PO Anyone can add entries Only PO prioritizes
Product Backlog
Summary in one sentence by PO Must be accepted by PO and T
Sprint goal
Each entry of the product backlog displays a list of related tasks. Responsibility: T Daily update of status & estimate by T Only T performs changes PO must not change the target
Sprint Backlog
List of current obstacles: technical or organizational blockades, open decisions Responsibility: SM, daily update
List of problems
Visualizes the progress and speed of the team, daily update
Burndown chart product & sprint
Test whether requirements are met Must be accepted by PO and T
Acceptance criteria
Useable result at the end of the sprint Corresponds to requirements and tests
Increment
Scrum documents and other documents for transparency against SH
Public information
Meetings
Presentation: SM, all participate, 1/2 - 2 days Input: Product Backlog und general conditions Output: Sprint goal and sprint backlog Procedure: PO shows goal and top priorities T estimated the effort, accepts the prioritized requirements and creates detailed entries in the sprint backlog
Planning
presentation: SM, all participate, 2-3 h Format: Informative and informal Procedure: - Demo & Discussion of increment - PO accepts or rejects increment - SM announces next planning meeting
Presentation: SM, all participate, 15 min. PO is only an observer and responds to a short question from T T: Reports the status briefly and updates the sprint burndown chart - What have I done yesterday? - What will I do today? - What are the problems? SM updates list of problems
presentation: SM, only T (no PO), 2-3 h Procedure: - T report successes and problems - T discuss improvements in the flow
Retrospective
Convicted by SM, if T can not reach the sprint goal Procedure: Analysis of the circumstances and solution
Abort (rare)
Daily (Status)
Review
General conditions
General conditions
Sprint goal
SprintBacklog
List of problems
Result/product
Increment
Product Backlog
Planning
…
…
Review
Status
Work
Current sprint (approx. 3 weeks)
previous day (8h)
current day (8h)
next day (8h)
Next sprint
previous sprint
Product backlog increment
Process
Product Backlog Increment
Burndown Chart
Roles
Product Owner: PO
Scrum Master: SM
Team Members: T
Stakeholder: SH
sets priorities
manages process removes blockades
developresult/product
Observe and advise
Customer
Infopark
Infopark
Customer
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker (Source: William C. Wake - CC BY-NC-SA 2.5, modified by: A. Kriegisch, B. Völcker)
10 Steps to Build a Digital Strategy
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Set up Analytics
Step 9
Worksheet Step 9 - KPIs for Conversion
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
PRE
DURING
POST
Starting Point
Goal / Motive
User Role
Content
Content
Content
ContentContent
Content
Content
Content
Content
Content
Content
Content
Touch PointKPI
10 Steps to Build a Digital Strategy
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Get the money: Budgeting
Step 10
Resources Needed
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Q1/2019 Q/4 2019
31.12.19
30.11.1903.01.16
01.01.16
Worksheet Step 10 - Resources & Budget
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Budget MD Month Year
Content Creation 40 % 640
Content Seeding 15 % 240
IT Services 5 % 80
Development 25 % 400
Management 10 % 160
Reserve 5 % 80
100 % 1600
10 Steps to Build a Digital Strategy
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Done
#euprio2018 Masterclass 10 Steps to Build a Digital Strategy @berndvolcker
Q & A …
Thank you!