Solidifying Vague Requirements & Establishing Unknown User Needs

presentation agenda:
1.Introductions
2.The requirement gathering challenge
3.Requirements: Conscious, Unconscious, Undreamt
4.Techniques & Approaches
5.Requirements gathering in practice: an allegory
6.Summary and questions

why are you interested in this topic?
1. To be more successful in our professional careers
2. To contribute to the success of a project
3. To help our clients succeed
4. To make money
5. To look good
6. To avoid pain
7. To be cool…

common scenarios
1. Redesign: Design refresh and technology upgrade,
with feature enhancements
2. Brand New: Green field build, 'new concept'
3. Rescue Project: Legacy system, half-built site,
things learned since initial documentation

an emerging field
Requirements Engineering is"designing the right thing" as opposed to
software engineering’s "designing the thing right" ~ Barry Boehm, 1981
"Software systems requirements engineering (RE) is the process of
discovering that purpose, by identifying stakeholders and their needs, and
documenting these in a form that is amenable to analysis, communication,
and subsequent implementation".
~ Nuseibeh and Easterbrook, 2000

what are the challenges we face?
“Requirements are initiated by senior managers and
company executives as policies, aims, objectives and other
high-level statements of intent. This necessitates
considerable scoping activity as requirements start with
vaguely expressed intentions and users’ wish lists...”
~ Usability in Government Systems: User Experience Design for Citizens and Public Servants
(Google eBook) by Elizabeth Buie & Dianne Murray

when stakeholders come from a variety
of backgrounds, submitted
requirements documentation can be
varied and inconsistent

documentation arrives in many different forms

documentation…
1. Request for proposal
2. Wireframes
3. Data base schema
4. Project charter
5. Text requirements list
6. Entity relationships
7. Photoshop files
8. Publication workflows
9. Powerpoint presentations
10. Spreadsheets
11.User stories
12. Branding guidelines

what are traditional requirements?
1. Criteria to which the system or business must adhere.
2. Usually created before the coding begins
3. Nearly always written as text
4. Often defined as constraints, conditions, or capabilities to which the
system must conform
5. Focus on system operation
6. Contain explicit tests or acceptance criteria
7. Often written atomically; meaning that thousands of independent shall
statements can comprise a software requirements specification.
http://www.scrumalliance.org/community/articles/2010/april/new-to-user-stories

from super high level, to incredibly granular
getting the right balance of information is hard

Prioritization is hard… it’s easy to put emphasis on the wrong things.

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we can be precise without being accurate

have a goal to achieve consistency in
documentation, define a common language, and
strive to fill in gaps, constraints and assumptions
In order to be precise and accurate…

“But they will just go to someone who
will agree to build what they ask”
Objection! Oh, do you really want to build what was asked for, but not what was needed?

"Instead of buying a product, the
customer buys the satisfaction of a
need”
~Peter Drucker
Want to win an argument and loose the war? Betcha they’ll be back as a rescue project…

a technique way to uncover requirements
1. Conscious Requirements - Problems that the new system must solve
2. Unconscious Requirements - Issues already adequately addressed by the
current system, and important not to overlook
3. Undreamed of Requirements - Items that would be considered important if
it was known they were possible or if they were better understood

undreamt requirements analysis acknowledges that users:
1. Cannot always articulate what they truly want or need
2. Do not have the necessary background to ask the right questions
3. Cannot be expected to provide reasonable answers
4. Only know what they have experienced
5. Do not have the incentive to think hard about the problems

“Undreamt requirements are
essentially where [we] can provide [the]
greatest value-add by introducing
innovations, disruptions, and a new set
of possibilities.”
http://estudijas.lu.lv/pluginfile.php/234737/mod_resource/content/0/An%20Early%20Start%20to%20Testi
ng%20How%20to%20Test%20Requirements.htm

process to manage the knowledge gap
product & process experts
Jared Spool: http://chicago2011.drupal.org/keynotes
target knowledge
current knowledge
training
simplifying
new clients

requirements engineering activities and process
1. Request
2. Information Gathering ( and Research)
3. Analysis
4. Modelling
5. Validation
6. Trade-off Analysis
7. Scoping
8. Negotiation
https://www.interaction-design.org/literature/book/the-encyclopedia-of-human-computer-interaction-2nd-ed/requirements-engineering

Abstracts give patterns
(follow the 80/20 rule for budget control!)
Specifics give outliers
(that may mean customization!)
Too high level may miss driving values…
Too granular could miss overarching goals
Strive for balance

conscious, high level requirements: an invitation to conversation
1. Loaded word features: “online community” or “membership portal”
2. Request for distant future features (‘content personalization in 2018’)
3. Automagical thinking without the IA to support
4. Requests without a good understanding of what kind of technical planning
needs to go into it (event registrations, recurring subscriptions, tiered
content, user generated content, powerful search

granular conscious requirements
1. Layout specifications without having done information architecture
2. Specifications for content creation workflow and forms for a Drupal
site from people who do not work in Drupal
3. Requests for specific contrib modules
4. Content editing screens described down to the button label

unpacking requirements
1.Business Insight
2.Content Strategy
3.Information Architecture
4.User Behaviour Data

big picture - what does this site do?
1. Branding - drive awareness, engagement and loyalty
2. Online info/support - Help customers find answers
3. Content publishing - Ads shown to visitors
4. Lead generation - Contact info from sales prospects
5. Ecommerce - Sell products
6. E-Learning - Facilitate online courses
7. Social Network - Online community
8. Specialized Application - Task based tool
9. Other (please specify)

digital analytics - base web metrics by site type
1. Lead Generation Metrics
2. Support Metrics
3. Commerce Metrics
4. Content Metrics (Ad or Subscription)

unconscious (often assumptions)
1. Legacy phrases: ’widget’, ‘plug-in’ ‘feed’
2. Responsive and mobile priority
3. Transactional email triggers and rules
4. Layout variations and control
5. Where a CMS begins and ends
6. Third-party integrations

“Tell me what the Drupal can do,
and I’ll tell you which part I need”
Dont fall for this trap…

“Tell me what your current system does
and we’ll tell you how to build it in Drupal”
Resist the temptation…

“the legacy system”
Don’t try to describe what
happens in the hat…

Focus on desired outcome.
In other words, focus on the unstated problem
not on the stated solution - be it implicitly or
explicitly stated.

azquotes.com
Spend time defining the ‘what’ before you go onto the ‘how’

undreamt requirements
1. Are things no one knows how to ask about
2. May blow your mind
3. May not blow your mind
4. Often mirror real-world activities
5. Can be Drupal tools we already know about

“But there is not time/money/support
for this process”
A common objection… but if you don’t spend time now, you will spend it later…

Be gentle when uncovering the ‘why’, there’s no need to point out mistakes or tell people how to run

techniques
1. Abstraction
2. Apprenticing / Interviewing
3. Business Events
4. Brainstorming
5. Mind Mapping
6. Simulation Models

abstraction
Diagrams or models that focus on the "essence" of the thing

apprenticing / interviewing
The ‘apprentice’ observes what the master does, asks
questions and rephrases.

business events
Investigating and managing business event responses.

brainstorming
Rapidly generating as many ideas a possible without stopping
to evaluate or clarify.

mind mapping
Using words, pictures, symbols and colour to capture subject
matter in a non-linear way.

simulation models (scenarios, prototypes)
To make something appear to be real for the purpose of
stimulating requirements or ideas that might otherwise be
forgotten or overlooked, designed according to the
characteristics and knowledge of the intended audience.

what are we looking for? (hint: balance)
1. The Big Picture
2. Relationships
3. Context
4. Priorities
5. Reasons
6. Assumptions
7. Constraints
8. Boundaries

validation
Getting users to understand the implications of a requirements
specification and then agree, i.e. validate, that it accurately
reflects their wishes.

negotiation
A discussion, explanation and negotiation of conflicting
requirements

catering a meal metaphor
1. Requirements list = recipes
2. Features = dishes
3. Content = ingredients
4. Constraints = allergies
5. Users = guests
6. User Interface = plates & cutlery
7. Team = chefs, servers
8. Technology = kitchen & equipment

request : prepare an informal 2 course dinner for 4
Must have:
● Protein
● Carbohydrates
● Vegetables
● Something sweet

scoping
Boundaries:
● Dinner means after 5pm
● Guests are available most of July
● 2 courses are main and dessert
● Vegetables should be organic
● Protein cannot be red meat
● Must take place outside
● Drinks not included

fact gathering and research
Guest interviews:
● Shellfish allergy
● Enjoy spicy, ethic food
● Favourite vegetables are peppers
● 3 guests like chocolate desserts best
● 1 guests likes vanilla desserts best
● 2 of the guests love Cuban food
● 1 of the guests loves asian food
● All four love ‘comfort food’
● Guests are from the same family

analysis
● Purpose of the dinner is to celebrate a birthday
● The host is one of the four The location will be on the host’s patio Host will
provide furniture
● Host will provide beverages Dishes, cutlery, napkins and stemware will be
needed No server or bartender will be required A good date for the event is
July 5, 6, 12, or 13 Guests can arrive at 5:30 The dinner is expected to last 2-
3 hours
● Host will cleanup

recipe for moros y cristianos
1 Small Spanish Onion – (diced small)
1 Small Cubanelle Pepper (diced small)
2 Garlic Fingers (minced)
2 tbsp FRESH Chopped Cilanto
2 tbsp FRESH Culantro leaves – Find this at local Latin or Asian markets
2 tbsp + 1/4 cup Extra Virgin Olive Oil
1 tbsp Sea Salt
1/2 tsp Fresh Ground Black Pepper
2 tsp Dried Thyme
Pinch of Saffron
2 tbsp Sofrito
1/4 cup FRESH Sazón
1/4 cup Red Cooking Wine
1/3 cup PITTED Alcaparrados
8oz can Spanish Tomato Sauce
2 Bay Leaves
4 Cups Long Grain Rice – I use organic brown rice
1 Quart (4 cups) organic vegetable stock
_http://theposhlatincook.com/tag/dominican-rice-and-beans-recipe/

_http://theposhlatincook.com/tag/dominican-rice-and-beans-recipe/

validation - walkthrough
Platillo Moros y Cristianos is a famous Cuban dish

Validation helps set realistic expectations… was it this they had in mind?

Or was it something more like this…?

trade-off analysis
● Chocolate vs. vanilla?
● Add a birthday cake or include candles?
● Organic vs. conventional produce?
● Have the dinner indoors if raining?

negotiation
● Documentation: menu and ingredients
● List of assumptions and constraints
● Finalized budget, schedule and scope

Strive for balance! Abstracts give overarching patterns, specifics provide places to find value.

resource list
Super awesome UX resource site: https://uxdesign.cc
So many great books: http://rosenfeldmedia.com/books/
A true classic: https://www.amazon.ca/Information-Architecture-World-Wide-Web/dp/0596527349
Many great search UI examples http://searchpatterns.org
Customer Service Guru Naomi Karten’s book: https://www.amazon.ca/Managing-Expectations-
Working-People-Better/dp/0932633277
Especially for PMs: http://www.amazon.com/Blind-Men-Elephant-Mastering-Project/dp/1576752534
Game changer: http://leananalyticsbook.com/
Another great resource site: https://www.interaction-design.org/

preferences: opinions and desires
Techniques:
● Surveys
● Focus Groups
● Preference Interviews
● Card Sorting
Uses:
● Visual Interpretation
● Branding
● Target Market

ability: what is understood or accomplished with a tool
Techniques:
● Prototypes
● Usability Testing
● Log Analysis
● Customer Feedback
● Card Sorting
Uses:
● Interaction Design
● Interaction Flow
● Page Layout
● Nomenclature

conceptual: how to get things done
Techniques:
● Task Interviews
● Contextual Inquiry
● Surveys
Uses:
● Software Structure
● Information Architecture
● Content Location
● Contextual Information
● Contextual Marketing
● Gap Analysis

Solidifying Vague Requirements & Establishing Unknown User Needs

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