Building Results Oriented Websites: The Method That Ends the Madness
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The document discusses the concept of results-oriented web projects, emphasizing the importance of planning to maximize organizational returns and optimize user experience. It critiques traditional web development processes and promotes a more adaptive and iterative approach, such as Agile methodologies, to reduce waste and enhance stakeholder utility. The text also outlines methods for modeling results, user roles, and interface designs to ensure that the end product effectively meets user needs and expectations.
![Nov 19, 2011 Building results-oriented web projects
[MM.DD..YY] [PRESENTER]
Building Results
Oriented Websites:
The Method that
Ends the Madness flickr.com/photos/cuppini/2719863711](https://image.slidesharecdn.com/rowstrategicplanning-111120172734-phpapp02/85/Building-Results-Oriented-Websites-The-Method-That-Ends-the-Madness-1-320.jpg)
![User stories: format
As a [user role]
I want [a feature or goal]
so that [a benefit or reason]
* so that is optional
A user story is a documented
requirement and a note to discuss later](https://image.slidesharecdn.com/rowstrategicplanning-111120172734-phpapp02/85/Building-Results-Oriented-Websites-The-Method-That-Ends-the-Madness-36-320.jpg)
Building Results Oriented Websites: The Method That Ends the Madness
- 1. Nov 19, 2011 Building results-oriented web projects [MM.DD..YY] [PRESENTER] Building Results Oriented Websites: The Method that Ends the Madness flickr.com/photos/cuppini/2719863711
- 2. Why do we plan? Stakeholder utility • Look and feel • Features Certainty • On time • On budget • In Scope End user utility • Emotional branding • Content • Features • Usability & Experience Organizational returns • Increased revenue • Reduced cost • Increased goodwill
- 3. 5 years from now A B C Features Certainty User delight Org. value
- 4. What is a results oriented website flickr.com/photos/ncreedplayer/5403123930 flickr.com/photos/masoncooper/456641277
- 5. Why should we plan? 1. Maximize organizational returns returns 2. Optimize user user experience experience 3. Reduce waste stakeholder utility certainty waste
- 6. Traditional web development process • Concept • High-level requirements Requirements • Requirements gathering • Requirements spec planning • Product (UI) Design • Wireframes Design • Detailed Design • Functional specs • Creative design Implementation • Content • Development development • Unit testing Verification • Acceptance testing • Beta testing live Maintenance
- 7. Big Design Up Front 6 months returns user $ experience stakeholder utility certainty waste
- 8. Mid Design Up Front 6 weeks returns user experience $ stakeholder utility certainty waste
- 10. The McCracken Uncertainty Principle The higher the feature velocity of a project, the less precise the resources needed can be predicted
- 11. Planning for certainty = certainty no long term value = certainty waste source: blogs.msdn.com/b/dannawi/archive/2009/05/15/2009-standish-chaos-report-we-are-successful-in-the-failure.aspx
- 12. Getting what you want vs. knowing what you want Freedom to innovate = certainty less value innovation = $ Insight to innovate value more money time high level design & mockups validation live requirements architecture
- 13. Where to go Mid DUF Big DUF Agile certainty value waste cost $ $ $
- 14. A better approach waterfall agile Requirements website Requirements features 6 months 2 weeks Design Design Implementation Implementation Verification Verification
- 15. Project management methodologies comparison Cowboy Agile Waterfall Requirements Little formal Lightweight, Very formal Big requirements structured Design Up Front Owner - team Usually fixed bid, Typically fixed Initially fixed bid by Agreements poorly defined budget or fixed stages. Modified by scope. scope – value based change orders. Owner – team Undefined Collaborative Contractual relationship Owner – team Whenever Cycle every 1-4 At major communication weeks milestones. May be months apart. Improvement Whatever Discussed each Formal change changes requests cycle – better ideas order process built easily integrated to resist change Risk management ??? Adaptive - by doing, Predictive – by inspecting and planning adapting
- 16. Light weight planning 2 weeks returns user experience $ stakeholder utility certainty waste
- 17. Results oriented light weight planning 4 weeks returns user experience $$ stakeholder utility certainty waste
- 18. The plan agile project more management stuff online results results oriented the user-centered right planning stuff a.k.a more of the right stuff
- 19. Process Models based • Light weight • Iterative • Comprehendible by everyone • Synchronization • Collaboration Types of models • Results models • User role models • User stories • Interface models Participatory workshops • Rapid • Comprehensive • Synergistic • Consensus
- 20. Results modeling Process Definition: • Brainstorm • the benefits stakeholders want to achieve with the Organize site. • Consolidate & refine • Prioritize
- 21. Results modeling: types of results models objectives valued goals events
- 22. Results modeling: brainstorm increase bike The site should Reduce routine Staff should be sales have a clean and customer call able to add and professional look inquires by 50% edit content become a Be more viral Sell more bike Expand our recognized leader repair services digital footprint in the local biking community Show the To increase Sell more bikes Get 500 “Likes” pictorial history traffic to the site online on Facebook of results bikes The site should Increase bike Double our Visitors should be be intuitive and rentals by 100% mailing list able to find what easy to navigate they want in no more than 3 clicks
- 23. Results modeling: organize increase bike Increase bike The site should sales rentals by 100% have a clean and professional look Sell more bikes online The site should Reduce routine be intuitive and Show the Sell more bike customer call easy to navigate pictorial history repair services inquires by 50% Visitors should be of results bikes able to find what they want in no more than 3 clicks To increase Staff should be become a able to add and traffic to the site recognized leader edit content in the local biking community Be more viral Expand our Get 500 “Likes” Double our digital footprint on Facebook mailing list
- 24. Results modeling: consolidate Goals Objectives Valued events Features Show the increase bike To increase Increase bike pictorial history sales traffic to the site rentals by 100% of results bikes Staff should be become a Sell more bike Reduce routine able to add and recognized leader repair services customer call edit content in the local biking inquires by 50% community The site should Sell more bikes Double our be intuitive and online mailing list easy to navigate The site should Expand our Visitors should be have a clean and digital footprint able to find what professional look they want in no more than 3 clicks Be more viral Get 500 “Likes” on Facebook
- 25. Results modeling: refine Goals Objectives Valued events increase bike Increase by sales Bike purchase sales by 50% a month Value = 40% of within 6 months the retail price
- 26. Results modeling: prioritize Primary Secondary Tertiary increase bike Expand our Be more viral sales digital footprint Sell more bike To increase Sell more bikes repair services traffic to the site online become a The site should The site should recognized leader be intuitive and have a clean and in the local biking easy to navigate professional look community
- 27. User role modeling Process Definition: • Brainstorm • a collection of defining attributes that characterize Organize a population of users and their goals, needs and intended interaction with • Consolidate & refine the site • Define • Prioritize
- 28. User role modeling: brainstorm local newspaper people from out bike shoppers job seekers of town sports blogger fans person who new mom/parent wants to upgrade their bike website staff competitive rider casual bikers administrator hotels that need new bike rider bike owners tour guide bikes for guests
- 29. User role modeling: organize local newspaper person who staff wants to upgrade sports blogger their bike website administrator fans bike shoppers new mom/parent job seekers people from out of town bike owners hotels that need competitive rider bikes for guests casual bikers tour guide new bike rider
- 30. User role modeling: consolidate & refine enthusiasts shoppers staff local newspaper bike shoppers staff sports blogger new mom/parent website administrator fans person who wants to upgrade their bike renters owners job seekers tour guide bike owners job seekers people from out casual bikers of town new bike rider hotels that need bikes for guests competitive rider
- 31. User role modeling: define Demographics owners • Age: 25-55 • Gender: 65% male • Location: within 10 miles of store Psychographics • Active lifestyle • Prefers being outdoors • Green Behavioral • Significant web usage including search engines and social media • Research purchases online before buying • Significant use of mobile devices Brand • 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
- 32. User role modeling: personas renter
- 33. User role modeling: prioritize Primary Secondary Tertiary shoppers enthusiasts job seekers renters staff owners
- 34. User stories Definition: Process describes a features and functionality of the site from • Brainstorm • Organize & refine the viewpoint of a user role • Prioritize
- 36. User stories: format As a [user role] I want [a feature or goal] so that [a benefit or reason] * so that is optional A user story is a documented requirement and a note to discuss later
- 37. User stories: brainstorm As 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
- 38. User stories: prioritize MoSCoW approach • Must haves – we need these stories in order to launch the project • Should haves – these are of high importance, but are not show stoppers for the next release • Could haves – If we get a couple of these in it would be nice, but they can be moved easily to the next release • Wants – These are not a priority but we want to keep track of them as possibilities for future releases.
- 39. Interface models Definition: Common interface models graphical or organizational • Navigation architecture & maps representation of site elements and how they • Content models relate to each other • Wireframes and prototypes • Design comps
- 41. Summary 1. Don’t obsess over certainty, you will get more done. 2. Software is for the end users, get out of your head and into theirs 3. It is about benefits, not features. Results should be a continual focus.
- 42. all-in-one results oriented website A results oriented website in a box* *box not included For organizations age 0 to 150 Super secret D7 version: http://apps.leveltendesign.com
- 43. thank you! Tom McCracken LevelTen Interactive Director Phone: 214.887.8586 Email: tom@leveltendesign.com Twitter: @levelten_tom Blog: leveltendesign.com/blog/tom LinkedIn: linkedin.com/in/tommccracken
Editor's Notes
- #2: Whenever I present I always like to get a feel for who is in the room.How many people here are owners of Drupal website?How many are builders of Drupal websites?How many are thinking about getting into Drupal?How many have done SEO on a Drupal site?How many people are new to Drupal SEO?How many people don’t even know what SEO is?
- #3: You might be saying wow that is a lot of planning. Why is it important to do that planning
- #4: So the question is how to you get to the top of the food chain?[do the speel]
- #5: So the question is how to you get to the top of the food chain?[do the speel]
- #6: There is a
- #7: So the question is how to you get to the top of the food chain?[do the speel]
- #8: All of this power and flexibility does come with a cost, Drupal can be very complex and comes with a learning curve. The Open Enterprise distribution greatly simplifies the common things businesses and organizations want to do with Drupal.
- #9: Install DAMP, import OE Core
- #10: This is how a traditional process for building a website. Or I should say, this is how a traditional website is supposed to be planned. Many larger sites are planned this way, but often to save cost steps might be skipped.
- #11: Our first web project at LevelTen back in 1999 was truly a big design up front. Planning took 6 months. Numerous meetings, interviews, surveys, user focus groups, wireframes, UML based functional specs.
- #12: Then then 2001 recession hit. People no longer wanted to spend six figures on project planning. The shift was on to compressed planning phases. I call this mid design up front. The primary focus of MDUF was quickly gathering the stakeholders requirements and engineering just enough to get a reasonable estimate for budgets and timelines.
- #13: So here is the typical project. Stakeholder recognizes that people like Facebook. Thinks, ah ha, what if we had a company extranet like Facebook, people would like us. Puts together a few pages of things facebook does, mashes in some linkedin, Twitter, and YouTube. Sends the project out for bit to a half dozen companies.
- #15: So how successful do you think these the big and midsized design up front process was at brining projects in on time, on budget, and in scope?[show slide]Pretty horrible. The average project is 45% over budget, 63% late and missing 1/3 of the originally promised features.…We already know that we are not getting long term value from the certainty we are generating. But it turns out that we are not even getting certainty. Which of course means we are spending time that is actually just a waste.
- #16: There is another significant problem with traditional waterfall processes. We force stakeholders to make the big decisions when they know the least amount about the best solution. So certainty also means that stakeholders get less of what they want.So how do we fix these problems? How do we get better certainty in our projects with more accurate estimates, understand better what the stakeholders want? More planning right?
- #19: Install DAMP, import OE Core
- #21: Agile processes are
- #22: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #23: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #24: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #25: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #26: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #27: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #28: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #29: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #30: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #31: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #32: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #33: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #34: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #35: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #36: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #37: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #38: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #39: There is a general perception that website requirements are something that exist somewhere out in the ethos and all we have to do is go out and gather them. The reality is that not all requirements are known at the beginning of a project. Most certainly not the best ways of build things is understood at the beginning of a project.The process we are going to use for rapid, light-weight requirements gathering is like trawling for fish. We start by casting out a wide net with a wide mesh. We are looking to quickly capture the big, most important requirements. We can then later use a finer mesh net to capture more detailed requirements.The important thing to remember is that agile requirements are not something that is done once at the beginning of a project and set in stone. The are revisited periodically throughout the project and iterated over. Don’t waste time adding details till just befom you really need it.Robertson and Robertson (1999) from User Stories Applied p 43
- #40: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #41: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #42: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #43: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #44: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #45: It powers some of the world’s top websites such as whitehouse.gov, The Economist and Examiner, all of Sony / BMG’s mission websites.
- #46: [photo: http://www.flickr.com/photos/missnita/509719978/]