The IconProcess: A Web Development Process Based on RUP Katherine Marshak IconMedialab, Director of Process Development Katherine.Marshak@IconMedialab.com
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
Software Development ca. 1996 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
Business ca. 1996 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
The Web ca. 1998 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
Business ca. 1998 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
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
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
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
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
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)1993-2002 by Robert H Zakon http://www.zakon.org/robert/internet/timeline/ 11
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
An Example www.metmuseum.org 13
Branding www.metmuseum.org 14
Graphic Design www.metmuseum.org 15
Information Architecture www.metmuseum.org 16
Experience www.metmuseum.org 17
Marketing www.metmuseum.org 18
Content Experience Marketing www.metmuseum.org 19
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
The IconProcess Keeps the Key Features of RUP Phases & Major Milestones PHASES (Dynamic Structure) ITERATIONS 21
The IconProcess Keeps the Key Features of RUP Series PHASES of Primary and Supporting Activities (Static Structure) ITERATIONS 22
The IconProcess Keeps the Key Features of RUP PHASES Iterative ITERATIONS 23
IconMedialab s Revised Process PHASES Discipline names highlight the activities GOAL or PURPOSE ITERATIONS 24
IconMedialab s Revised Process PHASES Business Strategy replaces RUP s Business Modeling New scope and focus ITERATIONS 25
IconMedialab s Revised Process PHASES User Experience replaces RUP s Requirements Stronger emphasis on usability, visual design, and content ITERATIONS 26
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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 - 666699 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 - 663366 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
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
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
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
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
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
Creative Disciplines Expect Flexibility 59
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
Use Roadmaps To Streamline The Process» Roadmaps optimize development Brochureware Simple behavior (e.g., shopping cart) Dynamic content management Complex systems integration 61
Skills Are Important! The IconProcess: A Web Development Process 62
Thank you Katherine Marshak, Director of Process Development IconMedialab Katherine.Marshak@IconMedialab.com www.iconmedialab.com www.iconprocess.com Phone: (636) 530-7776 (866) STL ICON Address: 700 Goddard Ave. St. Louis, MO 63005