May 9, 2017

Agile Marketing and User-Centric Design

The JOMM

The Problem

SECTION ONE

Traditional Web Project

• REQUIREMENTS

• TIMELINE

• BUDGET

• STRATEGY

• EXECUTION

Traditional Web Project

• REQUIREMENTS

• TIMELINE

• BUDGET

• STRATEGY

• EXECUTION

• FOLLOW UP?

Most websites are designed around business objectives,not around satisfying user needs.

• BUSINESS OBJECTIVES

• DESIGN AND DEVELOPEMENT

• NO TESTING

• PROJECT SILOING

User-Centric Design

SECTION TWO

User-centric design seeks to correct this process byemphasizing user goals & attributes at each stage of theweb design project.

• USER GOALS

• DESIGN AND DEVELOPEMENT

• HOLISTIC

• ITERATIVE PROCESS

There are three primary elements to consider in user-centric design

• AUDIENCE

• PURPOSE

• CONTEXT

There are four principles that one should adhere towhen pursuing user-centric design

• VISIBILITY

• ACCESIBILITY

• LEGIBILITY

• LANGUAGE

Tools to consider when engaging in user-centric design

• PERSONAS

• SCENARIOS/USER JOURNEY

• USE CASES

• PROTOTYPING

• FEEDBACK PATHWAYS

• USER TESTING

• SPLIT TESTING

Outcomes & Case Studies:

• FORAKER

• IBM

• GEORGIA AQUARIUM

Agile Marketing

SECTION THREE

The Agile methodology began as a process forlightweight software development in the 90s

• ADAPTIVE

• ITERATIVE

• INCREMENTAL

• PRODUCTS

How does this translate into marketing?

• CONTACT

• SMALL EXPERIMENTS

• COLLABORATION

• DATA

• MULTICHANNEL

Agile works in quick bursts known as “sprints”

• SHORT

• DELIVERY

• REGULAR MEETINGS

• BACKLOG

• MEASURED

Why go agile?

• SPEED

• QUALITY

• TRANSPARENCY

• LEARN

• RISK

Combining Agile & User Design

SECTION FOUR

Similarities in practice

• FULL TEAM INVOLVEMENT

• USER FEEDBACK

• COLLABORATIVE

• EXPECT CHANGE

While there is obvious philosophical overlap betweenAgile and UCD, in practice they can conflict

• RESEARCH VS. DOING

• HOLISTIC VS. MODULAR

How to structure for Agile & UCD

• CROSS-FUNCTIONAL TEAMS

• RESEARCH SPRINT

• INCREMENTAL

• PRODUCTS

Objections, excuses, and how to address them

• BUDGET

• CERTAINTY

• SECRECY

• SUPPORT

When to apply Agile & UCD

• PROJECT TYPE

• TEAM

• CLIENT

When NOT to apply Agile & UCD

• PROJECT TYPE

• TEAM

• CLIENT

Questions?

Q&A

Thank You

CLOSING

READY? GO!