The IconProcess: A Web Development Process Based on RUP

Transcription

1 The IconProcess: A Web Development Process Based on RUP Katherine Marshak IconMedialab, Director of Process Development Katherine.Marshak@IconMedialab.com

2 Agenda» The legacy of web development processes Why this history requires us to change our approach» Critical process changes needed for web development Business Strategy User Experience How to apply the process» Key lessons learned 2

3 Software Development ca Your Business IT/IS Product Managers Customer Service Accounting» Iterative development, GUIs, client/server, object-oriented» Users are internal to the company» Users receive training in new applications 3

4 Business ca Your Business Supplier Customer Service Customer» Suppliers and customers communicate with designated people Burden for completing transactions is on business s employees Manual business processes compensate for inadequate applications» Strategy, brand not revealed online Software developers not involved in these areas 4

5 The Web ca People Talking About the Web People Developing for the Web» Web usage increases» Increased interest in getting something done not just surfing» Dichotomy between useful websites and pretty websites emerges 5

6 Business ca Your Business Supplier (B2B) Customer Service Customer (B2C)» Web apps reveal limitations! Lack business operations to support online ventures Many holiday shoppers gifts arrive late in 1998, 1999» IT/IS challenged to integrate business strategy & brand into software Dichotomy between useful websites and pretty websites 6

7 The Early Web Process Heritage The Creative Team The Technical Team Art Director Brand Strategist Brand Designer Acquisition Marketer Media Planner Customer Relationship Marketer Technical Developer Graphic Designer Information Architect Copy Writer 7

8 The IT Process Heritage The User Interface Team The Technical Team System Analyst Software Architect Software Designer User Interface Designer Database Designer Implementer Integrator System Administrator Configuration Manager Tester 8

9 This Used To Be Good Enough File Edit Utilities Window Help!! " " # $ % Name: Company: X Address 1: Address 2: City: State: ZIP: What s changed? 9

10 Business & Software Today Your Business Customer Service X X X X Supplier (B2B) Competitors» Websites are increasingly the first choice for interaction Businesses are exposed like never before Increasing competition» Multiple channels opening up the Web is just the first step Wireless (cell phones, PDAs), interactive TV Customer (B2C) 10

11 The Cost of Failure» Risk sending mixed messages Products and services Brand Respect for customers, suppliers, and users» Poor usability costs Thousands abandon shopping carts on the Web Employees waste time searching for information» Or worse avoid searching because it is futile!» Competitors are a click away 603,367 sites existed in December 1996* 36,276,252 sites existed in December 2001* * Hobbes' Internet Timeline Copyright (c) by Robert H Zakon 11

12 The Web Changes the Rules» Today s web applications must Define or enable COMPETITIVE STRATEGY Represent BRANDING or IMAGE to the customer Integrate with or become the primary channel for MARKETING Overcome BUSINESS PROCESSES limitations» The software IS the business 12

13 An Example 13

14 Branding 14

15 Graphic Design 15

16 Information Architecture 16

17 Experience 17

18 Marketing 18

19 Content Experience Marketing 19

20 How Can We Succeed?» Recognize changing role of software Software is the business» Integrate new, key skills into projects Add new roles Add new activities and artifacts» Add to an already complex process?! IconProcess codifies web development best practices Builds upon Unified Process and RUP frameworks Streamline with Roadmaps for different project types 20

21 The IconProcess Keeps the Key Features of RUP Phases & Major Milestones PHASES (Dynamic Structure) ITERATIONS 21

22 The IconProcess Keeps the Key Features of RUP Series PHASES of Primary and Supporting Activities (Static Structure) ITERATIONS 22

23 The IconProcess Keeps the Key Features of RUP PHASES Iterative ITERATIONS 23

24 IconMedialab s Revised Process PHASES Discipline names highlight the activities GOAL or PURPOSE ITERATIONS 24

25 IconMedialab s Revised Process PHASES Business Strategy replaces RUP s Business Modeling New scope and focus ITERATIONS 25

26 IconMedialab s Revised Process PHASES User Experience replaces RUP s Requirements Stronger emphasis on usability, visual design, and content ITERATIONS 26

27 Business Strategy the science and art of using all the forces of a company to define and execute its plans as effectively as possible 27

28 Business Strategy Analyze Industry and Enterprise Evaluate Business Opportunities Formulate Business Concept [Domain Modeling] Develop Domain Model [Biz Process Modeling] Define Business Processes Design Business Organization Formulate Brand Strategy Formulate Marketing Strategy 28

29 Business Strategy» Understand external, competitive environment» Understand internal strengths & weaknesses Analyze Industry and Enterprise Evaluate Business Opportunities Formulate Business Concept [Domain Modeling] Develop Domain Model [Biz Process Modeling] Define Business Processes Design Business Organization Formulate Brand Strategy Formulate Marketing Strategy 29

30 Analyze Industry and Enterprise (details) Understand industry trends Industry Analysis Stakeholder Perform Industry Analysis Understand organization & Culture & Strengths & Weaknesses Business Process Analyst Business Strategist Perform Enterprise Analysis Competitive Analysis Situational Assessment Understand existing technologies Software Architect Understand Technical Infrastructure Perform heuristic analysis on competitive products Information Architect Usability Evaluator Establish Usability Benchmarks Usability Benchmarks 30

31 Business Strategy» Identify and evaluate opportunities» Choose a venture to pursue Analyze Industry and Enterprise Evaluate Business Opportunities Formulate Business Concept [Domain Modeling] Develop Domain Model [Biz Process Modeling] Define Business Processes Design Business Organization Formulate Brand Strategy Formulate Marketing Strategy 31

32 Business Strategy» Develop viable business plan Mission Target audience Value proposition Product/service definition Revenue model Go-to-market strategies Basic operational needs [Domain Modeling] Develop Domain Model [Biz Process Modeling] Define Business Processes Analyze Industry and Enterprise Evaluate Business Opportunities Formulate Business Concept Design Business Organization Formulate Brand Strategy Formulate Marketing Strategy 32

33 Formulate Business Concept (details)» Business Concept is the vision» Applicable for Internet Intranet Extranet Business Process Creative Analyst Concept Director Stakeholder Software Architect Business Strategist Opportunity Analysis Usability Benchmarks Develop Business Concept Brand Strategy Validate Business Concept Situational Assessment Business Concept» Software is the business Business Process Analyst Requirements Analyst Explore Software Support Use-Case Model (Sketch) Software Architect Software Architecture Document (Sketch) Analysis Model (Sketch) 33

34 Formulate Business Concept (details)» More diverse roles must collaborate» Creative considerations improve the offering» Identify enabling technologies Business Process Creative Analyst Concept Director Stakeholder Software Architect Business Strategist Opportunity Analysis Situational Assessment Usability Benchmarks Develop Business Concept Brand Strategy Validate Business Concept Business Concept Business Process Analyst Requirements Analyst Explore Software Support Use-Case Model (Sketch) Software Architect Software Architecture Document (Sketch) Analysis Model (Sketch) 34

35 Business Strategy» Define key business abstractions using class diagrams Analyze Industry and Enterprise Evaluate Business Opportunities Formulate Business Concept [Domain Modeling] Develop Domain Model [Biz Process Modeling] Define Business Processes Design Business Organization Formulate Brand Strategy Formulate Marketing Strategy 35

36 Business Strategy» Business process modeling Define processes and operations to carry out business strategy Design organization s structures and roles Analyze Industry and Enterprise Evaluate Business Opportunities Formulate Business Concept [Domain Modeling] Develop Domain Model [Biz Process Modeling] Define Business Processes Design Business Organization Formulate Brand Strategy Formulate Marketing Strategy 36

37 Business Strategy» Brand is the promise of performance Users understand the brand over time Emotional Experiential Analyze Industry and Enterprise Evaluate Business Opportunities Formulate Business Concept [Domain Modeling] Develop Domain Model [Biz Process Modeling] Define Business Processes Design Business Organization Formulate Brand Strategy Formulate Marketing Strategy 37

38 Business Strategy» Develop approach for offering Communicate Promote Sell Analyze Industry and Enterprise Evaluate Business Opportunities Formulate Business Concept [Domain Modeling] Develop Domain Model [Biz Process Modeling] Define Business Processes Design Business Organization Formulate Brand Strategy Formulate Marketing Strategy 38

39 How A Project Manager Uses The IconProcess» Phases define major milestones» Roles define required skill sets Choose right people for a project Prioritize skills to develop» Activities define line items for plans & schedule Remove unnecessary items Use of best practices increases confidence Reduce chances that important elements are missed Identify dependencies and review points» Well-defined, repeatable process reduces start-up time 39

40 How A Team Uses The IconProcess» Phases and workflows define project structure and checkpoints» Role based view of responsibilities» Activity descriptions define what to do Steps and techniques based on best practices Checklist for needed inputs» Templates and artifact descriptions provide common starting point Reduce reinventing the wheel Encourage consistency Checklist for issues to address, even if not formally developed» Unifies team with common vocabulary and goals 40

41 User Experience the total impression left by interacting with a system's varied attributes: features and functional behavior, visual design, content, information layout, usability, and robustness 41

42 User Experience Understand Context of Use Establish System Scope Define Requirements Develop Information Architecture Plan & Manage Content Develop Creative Approach Prototype & Evaluate User Experience 42

43 User Experience» Understand users and their tasks Understand Context of Use» Use proven HCI techniques» Personas supplement actor definitions Establish System Scope Define Requirements Develop Information Architecture Plan & Manage Content Develop Creative Approach Prototype & Evaluate User Experience 43

44 User Experience» Define scope with Use Case Model Understand Context of Use» Define non-functional requirements and goals Establish System Scope Define Requirements Develop Information Architecture Plan & Manage Content Develop Creative Approach Prototype & Evaluate User Experience 44

45 User Experience» Detail software requirements Understand Context of Use» Refine use case model» Review requirements Establish System Scope Define Requirements Develop Information Architecture Plan & Manage Content Develop Creative Approach Prototype & Evaluate User Experience 45

46 Define Requirements (details) Subject Matter Expert Requirements Analyst Detail a Use Case Structure the Use Case Model Manage Dependencies Requirements Attributes Information Architect Actor Catalog Wireframes Use Case Use-Case Model Site Map Requirements Analyst Subject Matter Expert Requirements Reviewer Review Requirements Review Record Stakeholder 46

47 User Experience» Organize information and features for usability Site map Wireframes» Define navigation and interaction mechanisms Establish System Scope Define Requirements Understand Context of Use Develop Information Architecture Plan & Manage Content Develop Creative Approach Prototype & Evaluate User Experience 47

48 Develop Information Architecture (details) Business Concept U ser Research Report Content Inventory Creative Concept Actor Catalog Requirements Content Manager Analyst Information Architect Develop Site Map Develop Wireframes Use-Case Model Graphic Designer Stakeholder Use Case Site Map Wireframes 48

49 Wireframes» Purpose Structure pages content and navigation Define page templates Exclude visual design elements» If not used Poorly organized user interface Suboptimal template design User interface information in use cases 49

50 User Experience» Assess content needs» Organize content inventory Understand Context of Use» Develop editorial direction Establish System Scope Define Requirements Develop Information Architecture Plan & Manage Content Develop Creative Approach Prototype & Evaluate User Experience 50

51 User Experience» Define communicative approach Aesthetics Experiential Sound» Synthesizes Business vision Brand values Personality Intended usage Editorial tone Establish System Scope Define Requirements Understand Context of Use Develop Information Architecture Plan & Manage Content Develop Creative Approach Prototype & Evaluate User Experience 51

52 Develop Creative Approach (details) Business Concept (from Business Strategy) Brand Strategy (from Business Strategy) Usability Benchmarks (from Business Strategy) Content Manager Business Strategist Creative Concept Director Develop Visual System Define Key Experiences Actor Catalog Requirements Analyst Brand Strategist Brand Identity (from Business Strategy) Creative Concept User Research Report 52

53 Creative Concept» Purpose Define communicative vision Identify essential colors, imagery, and tone Define key experiences» If not used Application lacks coherent approach from a user s perspective Miss opportunity to develop compelling user experience Brand Keywords All of MedMojo s communication will rest on the foundation of three core values: Objectivity, Innovation & Transparency. In addition, the tone of both the b2b & b2c sites should be guided by the words we have selected to describe the brand s personality: Color - b2c Authoritative Objective Trustworthy Un-prejudiced Cutting edge Clinical - BFC4AB Reachable Fresh - DDE2C9 Through these key words, we will aim to appeal to our users on both Accessible an - CCCCFF emotional and an intelligent level. Beautiful - CC99CC Sensual Transparent - FFFFFF 26 April 2001 IconMedialab Proportional distribution of colours Again, Transparent is the dominant background colour, while the pastels will be used to set the site s overall tone. Sensual will act as an accent colour. Objective is MedMojo s corporate colour, and will be reserved for the logotype. 26 April 2001 IconMedialab 53

54 User Experience» Prototype user interface Understand Context of Use» Plan and run usability tests» Poor usability affects the bottom line Intranet Internet Extranet Establish System Scope Define Requirements Develop Information Architecture Plan & Manage Content Develop Creative Approach Prototype & Evaluate User Experience 54

55 Prototype & Evaluate User Experience (details) Visual Development Guide Content Inventory User Research Report Usability Evaluator End User Information Architect User Interface Prototyper Prototype User Interface Wireframes Site Map Plan Usability Test Information Architect Graphic Designer Conduct Usability Test Usability Test Report User Interface Prototype Use-Case Model 55

56 IconProcess Changes Other Disciplines PHASES Changes ripple through: Show new input artifacts and new activities to complete content development, optimizing rich media assets, implementing business and marketing strategies, etc. ITERATIONS 56

57 IconProcess Results By Phase Inception Elaboration Construction Transition & Business, marketing, branding strategies & User research & Use case model & Creative concept & Requirements (most significant) & Software architecture & Information architecture & Prototypes & Usability test results & Final content, art, rich media assets & Tested, production ready application & Deployment plan & Live product rollout & Implement deployment and marketing plans & Training & Results measurement & Maintenance 57

58 Key Lessons Learned» Working with creative disciplines» Any usability testing is better than none» Streamlining the process is essential» Don t forget to build skills! 58

59 Creative Disciplines Expect Flexibility 59

60 Any Usability Testing Is Better Than None» Integrate usability test activities» Focus on content, structure, interaction Do mental models match? Is navigation effective and efficient?» Key selling points Improve users productivity Increase application quality Reduce risks 60

61 Use Roadmaps To Streamline The Process» Roadmaps optimize development Brochureware Simple behavior (e.g., shopping cart) Dynamic content management Complex systems integration 61

62 Skills Are Important! The IconProcess: A Web Development Process 62

63 Thank you Katherine Marshak, Director of Process Development IconMedialab Phone: (636) (866) STL ICON Address: 700 Goddard Ave. St. Louis, MO 63005