Removing the middleman to make health insurance more transparent & Agile

Health insurance is health care financing. 

It's not health care. It pays for health care. If anything, an insurance company is nothing more than a financial corporation that cares about reducing its risk – it's own gambling risk. 

Every month you make a payment to an insurance company, betting that you will get sick and need that money to help pay for your medical costs. And every month, the insurance company accepts that payment, betting that you WILL NOT get sick and won't have to pay you.

Gamblers are all about probability and math. I remember my grandfather doing a bunch of calculations to determine if one dog was a better "bet" than the other based on track record. So for health insurance, actuaries use past data to determine the probability of this or that, or what is a risky "bet" for a health issue. Then the administrators take these facts and create rules around coverage, determining what will and will not be covered. And the rules change – depending on how the risks calculate each year (factored with costs and profit) to be more or less or just off the table. 

I haven't even reached claims processing yet, and already you can see why health insurance can be expensive. Just to create a plan, there is a large amount of staff and work involved. Now add the paperwork for claims – which is ridiculous (I've worked on systems to automate that process and there is a lot to it) – and a profit margin. Welcome to our current health insurance mess!

How does this relate to Agile? Or UX? or CX?

There is a company, Collective Health, and they are cutting out the middleman health insurance companies, and allowing companies to pick and choose what will be covered for employees. It's a self-funded plan – rather than an employer going off to an insurance company to have them manage it, the company could work with Collective Health to manage it online. So much simpler!

“While insurance is supposed to be a risk­-sharing business, health insurance has increasingly become a middleman business devised to generate profit for the health insurers above all else. As a result, there is a fundamental disconnect between the incentives of traditional health insurance companies and people’s and organizations’ health insurance needs,” says Diab. 

From Collective Health Wants To Replace The Health Insurance Industry With A Software Program, TechCrunch

This new approach will eliminate a lot of the rule books that guide insurance and make claims almost impossible to understand – especially when an insurance company changes its mind about how much risk it wants to assume to make a specific profit margin.

The current health insurance system is like a waterfall system, but the similarity isn't in the paperwork or requirements, although that is a factor. It's about the silos and lack of transparency. Health insurance companies just aren't transparent.

“Patients are often left to advocate for themselves and trying to get a clear answer from your health insurance company about what’s driving costs is impossible,” says Dr. Batniji.

From Collective Health Wants To Replace The Health Insurance Industry With A Software Program, TechCrunch

With that said, creating a Web site for companies to select and manage their own plans for employees is revolutionary. The company and employees will better understand what is covered and there is less rule changing to cover profits/reduce "risk."

And if there is a software product to manage it, the managing is based on rules that someone programmed. That means any question can be answered pretty easily. 

To boot, you can get answers to your questions easily and simply on your computer or device. How great is that?

Agile methodologies haven't only benefited software creation, but is starting to influence how people think about business in general – less paperwork, fewer silos, more streamlined direct communication, and greater transparency. It is shaking up a lot of middleman industries, influencing them to be more transparent and easier to understand, making them obsolete. Health insurance seems to be one of the next targets.

 

Removing the middleman to make health insurance more transparent & Agile

Make password recovery easy! 5 ways Spirit Airlines could improve their experience

Forget your password?

It may is fairly basic functionality on most sites and apps that require membership, but it is one of the most important features available. We all have dozens of passwords that we need to remember daily – many are variations upon one or two. And its hard to remember which one you used where. Most people forget their passwords at one time or another. I constantly forget. This feature is my best friend.

I flew on Spirit Airlines Sunday. And because of the nature of Spirit, I really wanted to check-in online Saturday night and avoid a number of fees. However, I forgot my account password.

I thought: Have no fear, password assistance is here!

Spirit_login_sm

So I clicked on the “Forget your password?” link, entered my email address, and then got a pop up window/layer thing I needed to click again — a two-step process. Why would anyone do this? Jef Raskin would turn over in his grave to see this. So unnecessary.

Spirit_reset_password_sm

Did you see the message on the screen – Wait up to 30 minutes for an email?

Up to 30 minutes to change your password?

A question to the developers: why could it take that long to generate such an email?

Anyway, I got frustrated and called support to see if I could maybe make some headway there with my password issues. I only called to get a recording and hear that it could take up to an hour for the email.

An hour? Seriously?

So I stopped trying to get a new password on Saturday night, and therefore stopped trying to check into my flight for Sunday. I figured I would try again on Sunday morning when my patience was refreshed.

Sunday morning I got a bunch of emails from Spirit to change my password, none of those passwords worked, so I tried the “Forgot your password” 2-step business and I got an email in 3 minutes this time. Awesome!

I used the password and got to a screen where I could enter a new password – awesome!

Logoin-newpassword-sm

I tried entering an all text password (there are no password rules or any indicator that the password needs to be secure), and unfortunately, I had a typo in one of my entered passwords. This is where the infinite loop started and I got massively confused. I saw this screen as my error message:

Password-error-sm

How did I get here from where I was? A mystery!

So I used the password that I knew got me to the next screen and tried again. And again. And again. I went in this infinite loop, until I tried a password that come to find out was what I used previously and then got this:

Passwords-oldnewdifferent-sm

ACK!

This is no longer security – this is just pure madness! Give me instructions for what makes a good password and stop making me guess already!

I finally got out of the infinite loop and could carry on with my life. I doubt that account will be dusted off and used any time soon after this experience.

5 lessons from Spirit’s site:

  • A user should receive a password retrieval email in 5 minutes or less. There is no excuse for a system to take 30 minutes to auto-generate an email.
  • Provide password guidance. Sites that don’t do this frustrate their users and they will go away. There is no harm in including an error message or a line of instruction to let the user know what is expected. A rule is a rule – and we all want to uphold good security. But when you don’t tell us, it becomes a game of trial and error – and no one has time for that.
  • Put error messages on the screen where the error is. (I know, basic, but need to say it.) Error messages should be near the error, otherwise, the user will get confused and not understand what he did wrong.
  • Infinite loop scenarios are discouraging and confusing. Guide the user to complete the task. The system’s structure shouldn’t be first priority. Users are giving you money to use a product/service – their needs should be first. Systems don’t pay the bills (last I checked, they created them.).
  • Pressing the return/enter key should have the same function as selecting the submit button on a form. (Another basic principle.) This is pretty standard, but for those of us still on keyboards, we don’t switch between taps/mouse clicks and the keyboard unless needed. An enter key should do the trick if a user is filling out a form (tab between fields and enter/return to submit the form). The desktop system isn’t dead yet – and won’t be for a while – so designing purely for taps and mobile isn’t a wise choice.
Make password recovery easy! 5 ways Spirit Airlines could improve their experience

See you at Agile 2014!

I have been kinda quiet this week because I have been finalizing my presentation for next week. Time flies! It's hard to believe that it is almost July 28th for the conference to begin.

Now that I have finally gotten my presentation to where I think it needs to be, I can start to get excited about Wednesday afternoon. I hope to see you there! 

Here's the session info: Go From a Nebulous Vision to Iteration 1 in 3 Steps

And for more information, here's my blog post about the idea: Before kicking off an Agile project, there needs to be a vision

See you at Agile 2014!

Disruptive innovation – the case to unite hardware and software again

Google just had their conference and presented Material Design. It's a solid design approach and bumps-up their OS design game. However, after learning more about it, and thinking about Apple's approach to OS, I'm wondering if hardware and software are more united than we really thought.

What made the iPhone innovative is that it was a unique approach for combining a camera, email, book reader, text message reader, etc. into a phone, creating a mini computer. Rather than having a separate keyboard that takes up space, there was a flat screen, redefining how someone interacts and communicates with the device. The icons may change, the animations may change – but the core innovation was creating a new approach to interacting with a device using hardware and software to incorporate touch technology.

The Andriod OS was pretty much a copy of touch interaction – why Steve Jobs was so annoyed at Google. And Google was more open to installing this OS on other company's devices (also why Stevie was also upset at Samsung).

The Andriod OS is being perfected. Materials is beautiful and really brings a new game to devices. However, I wonder if the device OS trend is to just perfect what is available rather than to think about new ways humans can interact with devices.

What I often think about:

  • Better voice command tools . Why do we need to press a button for that to work? Why can't we call the device's name and just have it go? If this exists – let me know. It will help me be more hands-free while I drive.
  • Do we really need a keyboard? There weren't a lot of keyboards in Star Trek or Star Wars. Typing should be going away – especially if we have more voice command capabilities or gestures. Is a keyboard the way of the future?
  • Do we really need a mouse? Couldn't we draw with a stylus on the screen or point to what we want? This brings me to my next point…
  • When will laptop/desktop screens have touch capabilities? Or could we get the tablets powered up to get rid of the laptop/desktop and create a real notebook? HP and some other computers have this. It's great! 
  • Why do we keep relying on metaphors from daily life that require us to have a manual to operate? If we are truly evolving usability, shouldn't we rethink how we use our devices? Maybe a knob isn't the right way to operate a stove. Maybe a lever isn't the right way to flush a toilet – there are button mechanisms in place now, which is more intuitive. Just something to think about.
  • Why are technology implants considered an option at all? Do we really need technology in our bodies to get results? Isn't the brain a master biological computer? 

How we get there is to allow users, designers, technologists and researchers the ability to collaborate to create a product. Users are quickly getting to know what they want in a mobile product. They use them more than we think – and they have very clear thoughts about how we sometimes over-complicate a simple device. For example, some think that a phone should be more of a phone while some people (like me) can see the need for a phone on a tablet (video conferencing ability). If there is more dialog between everyone, we will create more interesting devices and interactions.

And this brings me back to combining software and hardware to create better experiences with devices. Now that we are perfecting what we have, maybe it is time for a disruption to appear that will make us rethink technology and what it can do in our lives.

Disruptive innovation – the case to unite hardware and software again

Everything is always under construction. But does that mean we are always inconvenienced?

Right now, I am sitting in my loft apartment, trying to work. I write "trying" because on the roof above me is a jack hammer (and operator) removing the roof. I'm excited that the building I live in is going to get a 14,000 sq ft roof deck that I will definitely be using next year; however, I'm not happy about this noise or how I can't use the rooftop pool. My tan is seriously fading.

But I doubt you really care about this faded tan…so what's my point?

Under construction = inconvenience

And inconvenience can vary.

However, when you think about it, everything in life is under-construction and nothing is "final." Roads are always being repaired. People are always doing home improvements – or self-improvements, practicing more patience, understanding, or acceptance.

Even Web sites, apps and customer experiences are always under construction.

Talk to anyone working at some dot-com, app or in a corporate Web team and they are always working on the next release. No one can see the "construction" (development) team, but back at their offices on a staging environment, there are a number of updates and enhancements being tested by team members, busy making sure things work.  

Or else, people are launching new features as a "test." There may be 2, 3 or more versions of a page or workflow out there that users are actively using to give active feedback. Version testing can make users comparing their experience go mad – how can a site have 2 looks? But it is a great way to see which approach is best for an audience.

It's under construction. Workflow. Page design. Color palette. Word choices.

Call centers are also always under construction. Someone may redo the IVR to optimize call routing, or a script may get updated to resolve caller issues faster. New processes are always being tweaked and adjusted based on metrics and performance. 

But should under construction mean inconvenience if everything is always changing? Shouldn't we expect a good experience – or at least a notification of the inconvenience – so it can be avoided? Imagine if Web changes were happening on the fly, all the time, all day long. And I'm not talking about refreshed news articles – how about navigation updates by the second? Or let's say a purchase flow on an e-commerce site that breaks when you purchase because they keep fiddling with it?

We are inconvenienced with construction updates because that is "expected." It's ok to have weird, ill-labelled detours. It's ok for dirt and dusty to fly around. It's ok for these equipment items to be noisy. What if we were in a world where construction was quiet and it didn't make noise? What if a building went up quietly without a lot of fuss? Just something to think about…

What if we didn't expect anything under construction to be an inconvenience anymore?

What are your thoughts?

 

 

Everything is always under construction. But does that mean we are always inconvenienced?

The Human Scale, Agile and UX

Last night, I saw the movie The Human Scale outside, in a park in downtown Dallas. It is about cities and how they were designed for cars and not people. Well, not entirely true and I take that back. Early cities (up through the 1950s) were designed for people; cities in the 50's and beyond were designed for cars. And that design is clearly not working well for cities or the happiness of people in the cities. Most people now live in the suburbs and work in the cities; and people who live in the cities don't usually associate with their neighbors because they are disconnected from life and don't socialize with them.

Jan Gehl, founder of Gehl Architects in Denmark, is the innovative force of this movement to design cities for people. He has influenced countless leaders and urban planners to change the focus of a city to make it more social and friendly to people – not a place for cars.

He got his start: 

As a "young architect working in the suburbs," Gehl married a psychologist and "had many discussions about why the human side of architecture was not more carefully looked after by the architects, landscape architects, and planners… My wife and I set out to study the borderland between sociology, psychology, architecture, and planning."[1]

His team has done great research about people in cities, watching how they move, what they like and don't like, and have influenced other activists and researchers to do the same. It was truly inspiring.

And the changes that can be made to a city to make it more people-friendly don't have to be huge, sweeping changes. They can be small things, like adding a square with tables and chairs for people to sit, socialize and have impromptu exchanges. Or by creating larger walkways quickly, by creating artifical boundaries that uses some street space for pedestrian sidewalks. Change comes in smaller iterations rather than big projects.

For the Agile and UX practioners out there – this should all sound familiar. 

I think what I liked best about the movie was seeing how the Agile movement of small changes quickly in iterations is expanding into other fields, as well as a focus on the user/customer/people rather than machines and systems. 

Computer systems have always been designed by engineers for engineers. They are designed to do what is easy for the system – not reflect how people think or work. We have been taught to think a certain way by using these devices – and one has to wonder if this is the best way. This is why the UX world is changing the focus of technologists to think more about the people using devices rather than the technology to create the devices. 

Change is more effective in small doses. A new feature here or there can make a system more usable. Add up those changes over time, and you have a new system that is better for the user all around. If a feature doesn't work for people, then just remove it and continue with trying new things until you get it right.

I felt hopeful for the future watching this movie about cities, change and the focus being on people and their needs. We are the ones living in cities (or suburbs) and using devices and applications – we should be the ones dictating how they should work to help us in our daily lives be happier and healthier.

The Human Scale, Agile and UX

Before kicking off an Agile project, there needs to be a vision

Agile Methodologies have revolutionized application development AND influenced how business operates today. 

Day-to-day marketing, product management, finance and other activities can be overwhelming because there are so many competing priorities. The introduction of Agile principles such as prioritization, iterations, and sprints (moving planning to be quarter-to-quarter rather than an inflexible year-to-year) has helped businesses choose which opportunities to pursue and nimbly respond to market shifts and changes. Adopting Agile approaches has been a game changer for businesses worldwide.

However, there is little guidance in the Agile methodology for helping the business gain a clear vision and goals for a proposed product or project.

Iteration 1 typically starts with setting up the dev environment and writing infrastructure/core functionality stories, but if the business hasn't figured out what they want to do or what they need – nevermind what the priorities are – how can they get to Iteration 1 and write a story?

New projects aren't "born" neatly scoped with a clear strategy, goals and ROI. From my experience, new projects come from 4 places:

  • Most common: An executive tells the team that there is a market need for a new site or app and the team needs to figure it out. Often, that's all the direction the team is given – they really do need to figure out what the project/product should be.
  • The team or a team member realizes that there is a market need for a new product – and this needs to be defined further. The project needs to be sold internally, so the vision is developed during the buy-in process with the larger organization and other teams. 
  • Organic creation – the team realized that the super-product should be broken into two (or more) parts. Sometimes, a product gets so big, it just makes sense to split it up. But where does that split happen? That often needs to be defined and scoping typically happens during the buy-in process with the larger organization and other teams. 
  • Start-up case: A visionary has an idea, knows the market really well and knows what needs to happen next. This is the dream case for Agile – the project can kick-off right away. However, a lot of behind-the-scenes activities happens for the visionary to know his market and what they need. He has done his research and has a lot of data to support what needs to happen. 

Scoping a project and defining its goals is a unique activity that can take a month or two. However, it's not a project with tangible results; it is a project that results in an organizationally accepted PowerPoint presentation, site maps/wireframes/sketches, a few projection spreadsheets, and defined target metrics. 

To get to that vision, the business team often needs to get into the details and create a vision for what they want to do. Sure, we should be thinking about what we want to do as we go along in Agile ideology, but if the business team doesn't have a focus for what they want to do – the project will fail.

I have seen this happen too often. Technology decisions rather than business strategy starts to define the project if the business leaders don't have a strong vision. The business leads need to be focused on what they want this product to achieve.  

And what needs to exist for the business strategy and vision? A set of goals and ROI isn't enough. The business needs to:

  • Understand the market
  • Know who the customers will be and understand the market
  • Be able to quickly identify the competitors (and speak to their strengths and weaknesses)
  • Know what issues the product will solve (or does solve)
  • List the core functionality this product needs to have at launch – understand the nice-to-haves vs must-haves
  • Understand the general technical challenges to build the product – specifics happen during the process. But to make some initial scope decisions, the business team needs to be informed.
  • Have metric targets and goals to prove the product is a success – and have a general idea of what will happen if those goals aren't met.

Often, user or customer experience will invited to the discussion to be sure that user/customer needs are addressed. The development team will be invited so the business team can better understand scope and costs and the technical barriers to entry. It takes a team to scope a project. 

Often there are sketches of what this project could be. This helps the business team have a visual to better understand what they want. By the time a story is written, there were a number of sketches that the business team created with user experience to develop their plan. Their process to get to a vision is iterative.

Some may call this getting into the details; I call this research to understand what you want to get. It's like building a house. 

How do you figure out what you want in a house?

  • Visit a lot of houses
  • Create a list of what you want in it
  • Make sketches
  • Talk to architects and designers
  • Talk to builders
  • Make more sketches
  • Figure out how you want to feel in your house

You don't build a house as you go along with zero vision to guide it (or you can, but you may end up with a weird house!). The business needs to do a little research to understand what they want to "live in" before they start building anything. 

 

I'll be talking about this more at Agile 2014 in my session: Go From a Nebulous Vision to Iteration One in 3 Steps. Hope to see you! 

Feel free to contribute to the conversation about scoping Agile projects. I look forward to hearing from you.

Before kicking off an Agile project, there needs to be a vision

Failure can be a good thing – more links between Agile and Improv

“Our greatest glory is not in never falling, but in rising every time we fall.”
–Confucius

 

I decided to return to my series – how improv belly dance is a lot like Agile. I know, it's a weird comparison; however, both have something in common – how do you respond to a sudden, unplanned change? That is the nature of Improv! And Agile is a framework that addresses this too.

Here are some past articles that make the connection:

 

Whenever I perform improv I'm experimenting, even if I'm dancing to a song I know really well. There is always some nuance about the performance:

  • The musician switches up the song to include something I have never heard before
  • The floor has something on it that it didn't have a couple of days ago
  • The audience is different, sending out a different vibe – some may not want to watch me, or the audience is thrilled to be there
  • My costume may be reinforced not to break, or I may have forgotten to check it (or check a part of it) and it loosens

Every dance experience has something new to experience – either artistically or logistically.

And when you experiment, you have to have 2 things: self-confidence to try and  preparation to succeed or fail.

 

I have been told that some of my best performances came out of my improv work. I think it's because I'm not overly thinking about what I'm doing – I'm responding to the current situation. Sure, I think about what I could do a few moves out, but mostly I'm just responding to the music. I shut down my ego and focus on being in harmony with the musicians. 

Improv performances are a lot like Agile – the business requirements change and you respond. You and the team have enough confidence to pick up a story, try to solve the problem, and just do it, making sure you keep the solution open ended enough to add more features. Usually, this works out well.

However, not every decision you make is going to be awesome. Mistakes are made. 

  • For improv: You land on the wrong foot and get off-balance during a spin. Or you don't read your audience right and respond to the music in an awkward way. Or you stop – for no reason. Your brain just stopped.
  • For Agile: The prioritization was wrong. There was incorrect technical direction and the team wasn't able to scale the product. Someone on the team didn't collaborate as much as he should have and worked by himself and inadvertently blocked the team. The UX approach tested poorly and has to be completely rewritten.

And you may think this is a result of the nature of improv and Agile – if you planned better, this wouldn't have happened. However, no matter how much planning you do – you can't avoid failure. There is no possible way to think through every situation. 

As an analogy, if we were to think through every situation before taking action – driving would be impossible. We would need to memorize a 4-inch manual that documents what to do in every situation with another car. Needless to say, this would make more accidents – people would be trying to remember exactly what to do. It's just not realistic. You have to trust your instincts and intuitions sometimes to make changes now.  

According to Adapt, “success comes through rapidly fixing our mistakes rather than getting things right first time.” 

—99U, "Why Success Always Starts With Failure," Sarah Rapp

However, not all failure is bad – failure can be a good thing.

  • To do good work, you have to try a lot. And when you try, you may not get it quite right. According to Malcolm Gladwell, it takes about 10,000 hours of doing something to be an expert – that's a lot of chances to fail. It's about trying and practicing. Even after that 10,000 hours of training to be an expert – you can still try and make a mistake.
  • It shows that you stepped out of your comfort zone to innovate. When you are in your comfort zone you are doing something you have done every day. There are certain moves that I'll do during a performance – my signature moves so to speak – and every now and then, I respond to the music with something out of character. Sometimes I bomb. Sometimes I do something amazing. Same with Agile. I've been on teams that try something new – and it works out great. Sometimes – not so much. Trying something new shouldn't be punished because who knows what could happen from it. There could be a great discovery for a product or an amazing efficiency.
  • Something good could be created out of the failure. Post-its are a great example of this. Here is the story from Wikipedia:

In 1968, a scientist at 3M in the United States, Dr. Spencer Silver, was attempting to develop a super-strong adhesive. Instead he accidentally created a "low-tack", reusable, pressure-sensitive adhesive.[1][2] [3] For five years, Silver promoted his "solution without a problem" within 3M both informally and through seminars but failed to gain acceptance. In 1974 a colleague who had attended one his seminars, Art Fry, came up with the idea of using the adhesive to anchor his bookmark in his hymnbook.[4][5] Fry then utilized 3M's officially sanctioned "permitted bootlegging" policy to develop the idea.[5] The original notes' yellow color was chosen by accident, as the lab next-door to the Post-it team had only yellow scrap paper to use.[6]

Without this "mistake" or "failure" – we wouldn't have these delightful yellow sticky notepads to place on computers, desks, books, etc.

  • And when you fail, it's not about the failure – it's how you respond to and recover from it. Sometimes we fail and sit in our misery, contemplating the fail. Sometimes we fail and bounce back by changing direction and still trying to make something happen – and that's the response we should have. When I dance and do something wrong, I just don't stop and stare at the audience. I keep going as if nothing ever happened. And most times, the audience don't even know it was a mistake. Technical teams joke about such things being "features." And sometimes people don't even notice what happened – in fact, they like it.
  • It can be a lesson to the team to be open to all options and ideas rather than basing a decision upon 1 or 2 voices. Sometimes failure happens because there are only a few strong voices on the team – not enough minds are involved in creating a solution. When I dance, this happens when I don't really listen to the music and expect what will be next (I listen to the melody more than the beat) rather than live what is next (possibly a neat twist to the song). Same with Agile projects – an off-beat idea may be rejected by a few because the rest of the team doesn't see what that person sees. When the "plan" fails, the team usually comes around and learns to listen to that person more.
  • Then again, is it really failure? Isn't it really learning? There is a belief that everything we do is perfect and leading us to where we need to be. Our ability to achieve great things is only limited by our knowledge. And the path we take to reach a solution is most important to reaching a "better" answer. It is a powerful idea and repositions what "failure" is. We all don't know everything – and every day we learn something new. And maybe we need this failure to get to something else? 
  • It shows that we have enough self-confidence and trust to take responsibility, admit we were wrong and change. It's easy to continue down a wrong path and keep making mistakes. It takes guts to admit that you were wrong, someone else is right and you must change direction. When an Agile team changes direction – the team is taking responsibility for the problems and correcting course to make a great product. When I perform and I mess up on stage, I own it and fix it and salvage the performance. 

There is a perception that a well-defined, detailed plan will give you automatic success because you thought through everything. That's just not true. Depending on how you define success or failure, you may stop a great innovation from happening, stop team learning, continue a team structure that doesn't include the entire team, or a number of other lessons. 

The beauty of improv and Agile is that you can always repair a mistake or "failure." It's how you respond to that mistake or "failure" that can make you shine.

_________________________________

I just realized that I write about my belly dance activities quite a bit but never really share them with you. 

If you are interested in this part of my life, here is my performer Web site (fayruzdallas.com) and my Youtube channel. Enjoy!

Failure can be a good thing – more links between Agile and Improv

Flexiblity and Transparency: Content Management Using Agile

Market leaders adapt quickly to change – competitive, technological, customer expectations, and more. You just can't adapt quickly when you need to create dozens of documents that will most likely have conflicting information and require multiple reviews before the team is able to start building anything. It is frankly an administrative nightmare. Sure, documentation is needed (see my webinar on UX Magazine: Iteration Zero: Where it all begins) – but there is a balance between documentation helping to get a project done versus documentation management driving a project and its deadlines.

Agile methodologies solve this challenge best because they focus on "doing" – creating product for launch, rather than "writing" – creating documents about a project that never see the light of day. And Agile can be applied not just to the development process, but to marketing, finance, or sales.

I have been working with a team exploring the use of Agile methodologies for site content creation/development. This has allowed us to simplify the process, reduce team stress, be more responsive to business changes, and generally increase process (and team) flexibility. And it is scalable to accommodate a worldwide translated site. 

Pre-Agile

Before we used Agile for content creation, we had a very linear, sequential process. 

  1. Content strategy completed – for prominent site pages only.
  2. Content written and reviewed by marketing team as needed.
  3. Content submitted to publishing be made into a page.
  4. Page reviewed for grammtical errors and small messaging tweaks. 
    1. Messaging changes only addressed if there was a sudden competitive change or legal issue. Messaging had to be complete by the time the content was submitted.
    2. Limited number of reviews (kept it to 3) – mainly grammatical updates.
  5. Content submitted to translation.
  6. Page launched.

Marketing requires a very flexible process because it is actively working with markets and customers – which change daily – meaning messaging can change on a dime. This caused a lot of problems for the business.

  • Messaging had to be locked early and changes were discouraged. If there was a requirement to change messging by the business, there had to be a solid reason. This put a lot of pressure on the team to make sure everything was buttoned up 4 or more weeks before a launch. If we got sudden feedback about a market change – we couldn't address this until after launch.
  • Page layout was limited and there were not a lot of opportunities for creativity. All content was written in a Word doc with the product team and writers. Writers submitted content to be "manufactured" into a page – crossing their fingers and hoping for the best. There wasn't much discussion about the design of the content to make it easier to scan. Everything was more or less fixed.
  • Scope could be reduced but not increased. If there was a new requirement to change a page, there would be multiple discussions to determine if we could fit in the work (at times, if we just did the work instead of debating it, we would have saved time and gotten it done).
  • Rigid schedule - If content slipped a day, most likely everything else would slip – all deliverables moved forward at the same time. The only flexiblity we had was with translation review – and even that was limited. We had little insight into where we could be flexible in the process.
  • Deadlines or quality? Some team members were more focused on meeting the deadlines; some team members were focused on quality. The two groups were constantly in conflict – and not in a good way. Given the way the project was being managed, there was no prioritized value either. We needed great quality content to launch on time. 
  • Team stress. The deadline/quality division caused a lot of stress between team members. This made a challenging work environment to get anything done.

Something needed to change.

 

Move to Agile

We decided to leverage Agile for our content creation process. Rather than create stories for the content needed, we determine the general scope of the project, defined the content strategy, and created content in iterations – with iteration 1 being delivered at around 80% complete (sometimes less) so we can further iterate on-line. Basically, we scoped the "stories" as being the content we were updating.

The process became:

  1. UX and writers collaborated to define the content strategy and layout of the page
    1. The publishing team created a page with the content strategy elements as a new template. We tweaked the design on-line, in real time.
    2. The writers worked with the product team to deliver an initial draft at 80% in a Word document that had the general page design.
  2. The publishing team puts the content into a page to review on-line.
  3. We have daily page reviews so we are all aligned as to the final page design – we review the final page experience, tweak it to be the best it can be, and update the content to ensure it reflects final messaging.
  4. Once content is ready, send it to translation in bundles.
  5. Page launch.
How has the team benefited?
  • Transparency – increasing communication, flexibility - The process is now more transparent and everyone is aware of how each step of the process works – and where flexibility exists in our schedule. And direct communication between team members has improved considerably – team members feel comfortable talking directly to each other about various requests. This has helped everyone move faster and be more united as a team.
  • Prioritization - We are able to prioritize our work so we deliver high-priority content to translation early and ensure that we have key content available translated and properly reviewed by launch day. We are also able to prioritize types of changes – for example, we may update layout after sending content to translation to make the translation date AND meet our launch date.
  • On-time – or earlier – delivery – We now work like a clock and get things done on-time or early. Even with a number of challenges, we communicate and figure out how can we get our project done on-time.
  • Working real-time online - We work on a real page so we can always test what it looks like on a browser and see first-hand if it is scannable or needs tweaking. We always know what the final product will look like throughout the process – there are no surprises. 
  • Reduced stress - This was probably the biggest "win" for hte team. Working sequentially required that the team followed deadlines that the business was challenged to achieve. Sure, we still try to get messaging completed early, but if that doesn't happen, there is flexibility to fix and update later. No more battles about quality vs. timeliness. Both are now equally important and addressed through prioritization.

The flexibility and transparency we have has allowed us to scale at an amazing rate. This last launch of this site was massive:

  • Added a new navigation
  • Started using new page templates that were more visual
  • Added a product selector
  • Included a new template design that was more visual and had a learning curve for how to use it

And we did run into a number of last minute challenges:

  • Change to the review process to include another team
  • Potential increase in scope to accommodate another team's goals (didn't happen – but we were ready to address it)
  • Messaging updates

But we still made our deadlines. Why?

By adopting Agile, we are working in a different mindset. Rather than approaching a project thinking about absolutely completing one step before the other and constantly defining limits, we approach a project thinking about what can we get done collaborating as a larger team within the timeframe to achieve the goals needed. We don't think about deadlines as much as we think about priorities – what do we need to do today, how do we get that done, what can we hold for later.

It has been energizing to be on a team driven to do more and make changes. Sure, life isn't a picnic and can be stressful at times, but overall we definitely have a lot more fun collaborating to make general idea into a reality. 

 

Flexiblity and Transparency: Content Management Using Agile

I took a pause from my 30 day challenge with Linux

As you probably noticed, I took a break after Day 2 of my challenge with Linux. It wasn't because I got bored quickly, didn't want to do it, or just got unfocused. I'm not really like that and this is something I really want to do.

There were some outside forces influencing my drift away –  circumstances with my day job, a shift with personal and work priorities, and some health challenges. The break just really needed to happen. I didn't have the mental space to give this project the proper focus it needed. I would have half-baked it – and that's not fair.

However, after Thanksgiving I plan on going back to this and follow my original plans. I feel bad that I had to take a break, but things became a little more overwhelming than usual. At least now things are getting back to normal – and this should be a fun activity.

More soon!

I took a pause from my 30 day challenge with Linux