1.[MM.DD..YY] [PRESENTER]Nov 19, 2011 Building results-oriented web projectsMaximize Results:The LeanAgile Approachflickr.com/photos/cuppini/2719863711

2. Why do we plan? Look and feel FeaturesStakeholder utility On time On budget In ScopeCertainty Emotional branding Content Features Usability & ExperienceEnd user utility Increased revenue Reduced cost Increased goodwillOrganizational returns 3. Why should we plan?certaintystakeholderutilityuserexperiencereturnswaste1. Maximizeorganizationalreturns2. Optimize userexperience3. Reduce waste 4. process 5. Traditional web development processRequirements Concept High-level requirements Requirements gathering Requirements specDesign Product (UI) Design Wireframes Detailed Design Functional specsImplementation Creative design Content DevelopmentVerification Unit testing Acceptance testing Beta testingMaintenanceplanningdevelopmentlive 6. Big Design Up Frontcertaintystakeholderutilityuserexperiencereturnswaste6 months$ 7. Mid Design Up Frontcertaintystakeholderutilityuserexperiencereturnswaste6 weeks$ 8. Where to gocertainty$valuewastecost $ $AgileBig DUFMid DUF 9. A better approachRequirementsDesignImplementationVerificationwebsite6 monthswaterfallRequirementsDesignImplementationVerificationfeatures2 weeksagile 10. Planning for certaintysource: blogs.msdn.com/b/dannawi/archive/2009/05/15/2009-standish-chaos-report-we-are-successful-in-the-failure.aspxcertainty waste=certainty no longterm value= 11. Getting what you want vs. knowing what you wanttimeinnovationhigh levelrequirementsdesign &architecturemockups validation liveFreedom to innovateInsight to innovatecertainty less value=valuemore money= $ 12. Fumbling towards estimates 13. The McCracken Uncertainty PrincipleThe higher the feature velocity of aproject, the less precise theresources needed can be predicted 14. Redefining successtraditional project management focuses on being on time and on budgetscopetimebudgetvalueconstraints qualityresults oriented focus on building the right thing and driving innovation 15. Light weight planningcertaintystakeholderutilityuserexperiencereturnswaste2 weeks$ 16. Results oriented light weight planningcertaintystakeholderutilityuserexperiencereturnswaste4 weeks$$ 17. The planonlineresultsa.k.a more of the right stuffagile projectmanagementresults orienteduser-centeredplanningmorestufftherightstuff 18. mindset 19. titleadopt a resultsoriented visionflickr.com/photos/airiklopez/70286087991. 20. The right visionflickr.com/photos/ncreedplayer/5403123930 flickr.com/photos/masoncooper/456641277 21. Do only what provides the most valueonly do whatprovides the mostvalue1i.flickr.com/photos/whiskeytango/2098182380 22. titlebe usercentric2.flickr.com/photos/havovubu/3728604649 23. titlelisten2i. 24. titleengage& delight2ii. 25. Amazons first homepage 26. Googles first homepage 27. title continuallyinnovate3. 28. titlebe empirical;experiment,measure,learn, repeat3i.flickr.com/photos/opacity/4028771622 29. titleBe lean:Launch MVPs3ii.flickr.com/photos/opacity/4028771622 30. planning 31. ModelsArtifacts User role models User stories Content models Results models 32. User role modelingProcess Brainstorm Organize Consolidate & refine Define PrioritizeDefinition:a collection of definingattributes that characterizea population of users andtheir goals, needs andintended interaction withthe site 33. User role modeling: brainstormlocal newspapersports bloggerwebsiteadministratorhotels that needbikes for guestspeople from outof townfansstaffnew bike riderbike shoppersperson whowants to upgradetheir bikecompetitive riderbike ownersjob seekersnew mom/parentcasual bikerstour guide 34. User role modeling: organizelocal newspapersports bloggerpeople from outof townfansstaffbike shoppersperson whowants to upgradetheir bikebike ownersjob seekersnew mom/parentwebsiteadministratorhotels that needbikes for gueststour guidecompetitive ridercasual bikersnew bike rider 35. User role modeling: consolidate & refinelocal newspapersports bloggerfansstaffbike shoppersbike owners job seekersnew mom/parent websiteadministratortour guidecasual bikersnew bike riderperson whowants to upgradetheir bikeenthusiasts shoppers staffrenterspeople from outof townhotels that needbikes for guestsownerscompetitive riderjob seekers 36. User role modeling: defineownersDemographics Age: 25-55 Gender: 65% male Location: within 10 miles of storePsychographics Active lifestyle Prefers being outdoors GreenBehavioral Significant web usage including search engines and social media Research purchases online before buying Significant use of mobile devicesBrand Custom service is significant driver for brand loyalty Likely to buy again from same store. Typically 1 bike every 4 years.Site Proficient web user Likely to have high speed internet access 37. User role modeling: personasrenter 38. User role modeling: prioritizeenthusiastsshoppersstaffrentersownersjob seekersPrimary Secondary Tertiary 39. User storiesProcess Brainstorm Organize & refine PrioritizeDefinition:describes a features andfunctionality of the site fromthe viewpoint of a user role 40. Trawling for requirements 41. User stories: formatAs a [user role]I want [a feature or goal]so that [a benefit or reason]* so that is optionalA user story is a documentedrequirement and a note to discuss later 42. User stories: brainstormAs a Bike Enthusiast, I would like to read the latest bike shop news/blog comment on the blog share content through email and social media see a calendar of events, classes, races sign up for newsletter and alerts see special offers get contact information see location and hours of operation 43. User stories: prioritizeMoSCoW approach Must haves we need these stories in order to launch theproject Should haves these are of high importance, but are notshow stoppers for the next release Could haves If we get a couple of these in it would benice, but they can be moved easily to the next release Wants These are not a priority but we want to keep trackof them as possibilities for future releases. 44. Results modelingProcess Brainstorm Organize Consolidate & refine PrioritizeDefinition:the benefits stakeholderswant to achieve with thesite. 45. Results modeling: types of results modelsobjectivesvaluedeventsgoals 46. Results modeling: brainstormincrease bikesalesbecome arecognized leaderin the local bikingcommunityShow thepictorial historyof results bikesThe site shouldbe intuitive andeasy to navigateThe site shouldhave a clean andprofessional lookBe more viralTo increasetraffic to the siteIncrease bikerentals by 100%Reduce routinecustomer callinquires by 50%Sell more bikerepair servicesSell more bikesonlineDouble ourmailing listStaff should beable to add andedit contentExpand ourdigital footprintGet 500 Likeson FacebookVisitors should beable to find whatthey want in nomore than 3 clicks 47. Results modeling: organizeincrease bikesalesbecome arecognized leaderin the local bikingcommunityShow thepictorial historyof results bikesThe site shouldbe intuitive andeasy to navigateThe site shouldhave a clean andprofessional lookBe more viralTo increasetraffic to the siteIncrease bikerentals by 100%Reduce routinecustomer callinquires by 50%Sell more bikerepair servicesSell more bikesonlineDouble ourmailing listStaff should beable to add andedit contentExpand ourdigital footprintGet 500 Likeson FacebookVisitors should beable to find whatthey want in nomore than 3 clicks 48. Results modeling: consolidateincrease bikesalesbecome arecognized leaderin the local bikingcommunityShow thepictorial historyof results bikesThe site shouldbe intuitive andeasy to navigateThe site shouldhave a clean andprofessional lookBe more viralTo increasetraffic to the siteIncrease bikerentals by 100%Reduce routinecustomer callinquires by 50%Sell more bikerepair servicesSell more bikesonlineDouble ourmailing listStaff should beable to add andedit contentExpand ourdigital footprintGet 500 Likeson FacebookVisitors should beable to find whatthey want in nomore than 3 clicksGoals Objectives FeaturesValued events 49. Results modeling: refineincrease bikesalesGoals Objectives Valued eventsIncrease by salesby 50% a monthwithin 6 monthsBike purchaseValue = 40% ofthe retail price 50. Results modeling: prioritizeincrease bikesalesbecome arecognized leaderin the local bikingcommunityThe site shouldbe intuitive andeasy to navigateThe site shouldhave a clean andprofessional lookBe more viralTo increasetraffic to the siteSell more bikerepair servicesSell more bikesonlineExpand ourdigital footprintPrimary Secondary Tertiary 51. value driven processresultsvision(3-6 months) 52. iterating 53. Five Disciplines of a Learning Organizations1. Personal mastery commitment by an individual to the process oflearning (driven by creative tension)2. Mental models assumptions (best practices) held by individuals andorganizations. Models must be challenged.3. Shared vision creates a common identity that provides focus andenergy for learning. Built on the individual visions of staff at all levels.4. Team learning ability of the team to learn and think as a wholewhere the sum is greater than the parts. Driven by open dialogue,discussion, shared meaning and shared understanding.5. Systems thinking A conceptual framework that allows people tostudy businesses as a bounded objects (close systems). Created bymaking all characteristics apparent at once, in particular connectionsbetween cause and effect (feedback).http://www.flickr.com/photos/rytc/282673909 54. How Scrum drives innovationPersonal masteryLearning accountability: held accountable to the team on a daily and sprintlybasisCannot do things half way; must meet the definition of done Mental modelsChallenged and adapted on a regular basis in sprint retrosAllows and encourages frequent observationShared visionDevelops from sprint planning and backlog groomingTuned in daily standupsTeam learningPaired development; work is highly collaborative.Dialoging is encouraged in sprint planning, daily standups and sprint retrosSystems thinkingSprint reviews enable continuous inspection and adaption on the productSprint retro enables continuous inspection and adaption on the process 55. listen to your teamresultsvision(3-6 months) Technical ResultsTeam 56. listen to your users (customers)resultsvision(3-6 months) Behavior OpinionsTeamUsers 57. listen to your employeesresultsvision(3-6 months) Feedback InterviewTeamUsersEmployees 58. Listen and think Tyranny of the ones Statistically significant User roles and results models asguides 59. Experimentsrefinementlearning drivencritical thinkingbreakthroughinspiration drivencreative thinking 60. five disciplines of web leadersbestpracticeshypothesizeexperimentmeasurerefine 61. Summary1. Dont obsess over certainty, you willget more done.2. Software is for the end users, get outof your head and into theirs3. It is about benefits, not features.Results should be a continual focus.4. Launch quickly & improve continually5. Always be experimenting 90%refinement, 10% breakthroughs 62. thank you!Tom McCrackenLevelTen InteractiveDirectorPhone: 214.887.8586Email: tom@leveltendesign.comTwitter: @levelten_tomBlog: getlevelten.com/blog/tomLinkedIn: linkedin.com/in/tommccracken