Understanding Your Stakeholders - Agile Austin...Persona Scenario & s e & s e Goal Context: Detail...
Transcript of Understanding Your Stakeholders - Agile Austin...Persona Scenario & s e & s e Goal Context: Detail...
Understanding Your Stakeholders
Betsy Stockdale Keep Austin Agile 2019
Stakeholder Management
Stakeholder Identification
Stakeholder Analysis
Engagement & Communication Approach
National non-profit revenues are declining 5% per year
You are hired as the BA to solve their business problem Operational costs are increasing Organization has one major fund raiser a year by selling cookies Most sales are made through participants in program
Today’s Case Study
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Agenda
Challenges with Stakeholder Management
Basic Tools & Techniques
Newer Tools & Techniques
The Challenge…
It is not enough to simply determine which elicitation techniques will work best with our stakeholders.
We must pay more attention to the overall user experience of our products.
This begins with understanding our stakeholders and users.
RACI Model
Job Analysis
A Few Tools
Stakeholder Matrix
Persona Analysis
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Job Analysis
Identify Job Requirements and Competencies
Better Understand Stakeholders
and Their Needs Knowledge is Beneficial in:
Stakeholder Communication Process Revision Role Creation
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RACI Model
Seller Group Leader Fulfillment Shipping
Take Orders
Pull Inventory
Prepare Shipment
Bookkeeping
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Stakeholder Responsibilities Interests Success criteria Concerns
Customer • Purchases products
from cookie booth or
online
• Ability to find booths
• Alternative forms of payment
• Completing
purchases with little
hassle
• Credit card security
• Shipping updates
Fulfillment Manager • Handle customer
order issues
• Direct logistics
• Ensuring logistical
efficiency • Quicker time from
order placed to
order shipped
• Lags in data being
available for orders
• Visibility into
ordering processes
Customer Service
Representative • Answer customer
trouble tickets
• Escalate
appropriate issues
• Better trouble ticket
turnaround time
• Higher customer
satisfaction
• Number of tickets
answered per hour
• Better ability to
escalate tickets
• More available
service resources
Stakeholder Matrix
Personas: Personalizing Roles
© Seilevel A
ll rights reserved
Mary Smith Cookie Seller
Profile
Local group member and cookie
seller extraordinaire!
Goal
Sell as many boxes of cookies to as
many people as possible
Tom Tindle Customer
Profile Busy young professional who shops
primarily online/via apps and loves
cookies!
Goal
Have a hassle-free, quick, and easy
cookie purchasing experience
Barb Bingle Group Leader
Profile
Local group leader who is in charge of
promoting/tracking sales for her group
and ensuring there is product
available to met demand
Goal
Be able to track sales in real-time,
compare actual sales against sales
goals, monitor inventory levels of
cookie sellers
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Anatomy of a Persona
Name, Role &
Picture
About Implications or
Values
Context
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Persona Analysis
Best Practices
Conduct User Research
Condense the Research
Brainstorm
Refine
Make them Realistic
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• Tool used to gain
stakeholder insight
• Specifically examines what
users Think, Feel, See, or Do
while using the product
• Can assist in identifying pain
points experienced by users
and possible solutions
Empathy Maps
SAYS
DOES FEELS
THINKS
USER
Chase
Guy who loves
cookies!
Wants to
buy cookies
Can’t find a
cookie booth
Wants to
send cookies
to mom
When he can
find, doesn’t
have cash Does not see
an easy way
to send
cookies to his
mom
What flavors
do you have?
When will
they be
selling
cookies?
Searches main
places for
cookie booths
If they can’t
find a booth,
buys regular
store brands
Sir, would you
like to buy
some
cookies?
I’m sorry sir,
we can’t send
cookies
I’m sorry sir,
we only take
cash
These cookies
are the best!!
Hard to find
cookie booths
Not
convenient or
easy to buy
Loves supporting this
non - profit organization
Mom will be
happy and
surprised
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Empathy Maps
Best Practices
Beginning of Design Process
Use Real Data (User Research)
Role-Play
One Persona per Map
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Let’s Practice!
Create an
Empathy Map
What Did We Learn?
It’s not simple
Ensure the point-of-view is from
that of the user – not IT
It can be challenging to settle on
the granularity & context of the
empathy map
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A customer journey map tells
the story of the user’s
experience: from initial contact,
through the process of
engagement and into a long-
term relationship
(Sailthru)
Journey Map
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Why Create a Journey Map?
To enhance the user experience by identifying pain points and gaps including:
Department Gaps Channel Gaps Device Gaps
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Scenario Persona
Ad
vic
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Ide
as
P
ha
se
T
ho
ug
hts
&
Fe
eli
ng
s
Ex
pe
rie
nc
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Goal
Context: Detail the scenario
with all known info including
location and any action taking
place
Goals: Clearly identify and
capture the goal(s) from the
customer perspective
Character: Capture all pertinent
information for subject in
relation to project (ex. name,
family, income, etc.)
Emotion: List thoughts and
feelings experienced by
customer, including emotion
from issue and expected
emotion from outcome
Solution: Document any advice
or ideas that would directly
address the issues for each of
the phrases
Stages: Record each process
phase
Creating a Journey Map
Journey Map Example Scenario Jonny “Sweet Tooth” Toledo
Chief Cookie Customer
$50,000/year
3 daughters, 3 sons
Carries credit and debit card in iPhone 7 case, but no cash
Jonny and his family moved from Los Angeles to a small town
in Oregon where a local chapter is far away.
Ad
vic
e &
Ide
as
P
has
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Th
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gh
ts &
Fee
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gs
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xp
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ce
We’re moving because the city
is too expensive
Local chapter is
50 miles away
Making road trip to local chapter with
the entire family
Local chapter ran out
of favorite flavors
Forgot to bring cash and
local chapter does not
accept debit or credit card
Driving to ATM and back to purchase
one box of cookies for each child
Inquiry Discovery Purchase
Provide option to purchase cookies
online Create loyalty program
Provide option to buy online and pick
up in store
Show accepted payment types by
location online
Place an ATM machine near the cashier
location at each location
Provide a pamphlet for the positive
outcome of the cookie drive Show local inventory online
Goal
Purchase cookies from a local chapter
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Journey Map
Best Practices
Ensure the user’s story remains front and center
Include statistics and anecdotal evidence
Start with a grid to make it more visual
Don’t make it too complex
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Value of These Tools
Deliver Exemplary
User Experience
Understand the User
Keep Things Simple
Meet the User’s Needs
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Agenda
Challenges with Stakeholder Management
Basic Tools & Techniques
Newer Tools & Techniques
Betsy Stockdale [email protected]
S www.seilevel.com Betsy Stockdale, Seilevel @Seilevel, @stoel02, www.facebook.com/Seilevel
Q&A