An agile approach to optimising our digital strategy v3
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An Agile Approach to Optimising our Digital Strategy Mia Horrigan CIO AHIA August 2011
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Today, the most popular way people prefer to make contact with organizations is online as customers embrace new digital channels. We needed to modernize our digital presence to take the conversation to the channels where those conversations are taking place. Utilizing an Agile approach allowed us to increase site usability and responsiveness to consumer needs. Process/Mechanics This presentation will demonstrate how to use Agile and user-centered design tools and techniques to foster collaboration and buy-in from stakeholders and optimize digital communications channels. The presenter will demonstrate how personas were developed and workshopped with key groups to determine the needs and wants of consumers. The personas were used to develop user stories which formed the basis of the requirements and minimum marketable features of the site. Card sorting was used to understand how consumers classified the information and what features were of value. A prototype was developed . This prototype was a “skinny” version of the site and was used to communicate functionality and desired look and feel of the site to the team and to validate the site with consumers. Learning outcomes • User-centered tools and techniques are effective way to improve collaboration and encourage communication with stakeholders and within the development and design team • Using a multidisciplinary approach (Agile and User Centered Design) enables you to ensure that the website is useable, adaptive and meets the digital needs of the modern 21st century consumer
Transcript of An agile approach to optimising our digital strategy v3
An Agile Approach to Optimising our Digital Strategy
An Agile Approach to Optimising our Digital StrategyMia HorriganCIO AHIAAugust 2011Using traditional channels to engage consumers
Get users engaged and involved
People prefer to make contact online Take the conversation to channels where conversations are taking placeCustomers embracing social mediaModernize Systems architecturePublishing processesEngagement methods to increase trust, usability and responsiveness
Moving towards a digital strategy
3Used Agile and User-Centered Design (UCD) tools to elicit requirements, prioritize and groom backlogAllowed team to collaboration and get buy-in from stakeholdersUCD tools developed iteratively to help determine value to stakeholdersAgile process allowed alignment of wants and needs to prioritize & provide most valueWhat we did continuous integrationvalue streambuild knowledgefrom retrospectives about valueskinny solution+release 1.0+...+release nSCRUMembed inUser storiesAwarenessDesireKnowledgeActionReinforcementMore value = act to save the IndustryPrioritise delivery of value in backlogWhat we didADKARKanbanUX Design Elements of User Experience
Wants and needsProfile and backgroundPain pointsValue of info providersSprint 1 - Personas
GenerationPersonas used to refine Comms Strategy as we learnt more about these usersChannel preferences
Personas - User Stories
As a Gen X consumer thinking about starting a family, I want to know how much rebate I get now and how the change to rebate will affect me So I can understand the out of pocket cost
As a consumer in a rural area, I want to access information via my 3G Smartphone As there is limited internet access
Validate & iterate personas and user storiesCard sorting - understand how consumers classified the informationPrioritised features of valueSprint 2 Workshops
User Stories Scenarios
As a Gen X consumer thinking about starting a family, I want to know how much the change to the rebate will affect me So I can understand the extra costs Given I am concerned about the changes.. When I complete info input via drop down menuThen I will see in $$$ how much extra.Prototype was a skinny version of the siteUsed to communicate functionality and desired look and feel and structureDesign part of the sprintDesigners paired with developersValidate the site features with consumersBuilt widgets based on prototype Sprint 3 - Prototype
Prototypes
Learning part of prototyping reduced costReuse of widgets across projectsUser Stories Wireframe - Screen
As a I want to So I can. Given I When I .. Then I .. User stories and scenarios incorporated into design and execution
brandingYou payExtra paymentBased on prototype and storyboards, prioritised and iteratively built key features Launched with skinny siteWeekly sprint to add new featuresUtilized learning across campaign interdependent projectsWell accepted by users and enhanced findability of contentSprint 4-8 Continuous Integration
StoryboardsEvolving needUsed storyboards to visualise the flow of videoRe-use: based on personas and user stories and scenarios already prototyped Re-use Agile methods paired with UCD tools are effective in fostering communication and buy-in from stakeholders and TeamDesign as part of the Scrum teamUsing a multidisciplinary approach (Agile & UCD) enables you to ensure that the website is useable, adaptive and meets the digital needs of the modern 21st century consumer
Learning OutcomesThank you
[email protected]@miahorri
www.zenagile.wordpress.comMia Horrigan Chief Information Officer - AHIAVice President - Women in Information and Communication (WIC ) Agile CSM, MBA, Post grad Dip Mgmt, B Comm
Mia (Murphy) Horrigan
