the iconprocess: a web development process based on rup web... · rup’s business modeling ......

The IconProcess: A Web Development Process

Based on RUP

Katherine MarshakIconMedialab, Director of Process Development

[email protected]


2Copyright © 2001 – 2002 IconMedialab

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



Software Development ca. 1996

» Iterative development, GUIs, client/server, object-oriented

» Users are internal to the company

» Users receive training in new applications

Your Business

IT/IS

Customer ServiceProduct

Managers

Accounting



Business ca. 1996

» 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

Your Business

CustomerService

Customer

Supplier



The Web ca. 1998

People Developing for the Web

People Talking About the Web

» Web usage increases

» Increased interest in getting something done – not just surfing

» Dichotomy between useful websites and pretty websites emerges



Business ca. 1998

» 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

Your Business

CustomerService

Customer (B2C)

Supplier (B2B)



The Early Web Process Heritage

Brand Strategist

The Creative Team The Technical Team

Acquisition Marketer

Information Architect

Technical Developer

Brand Designer

Art Director

Customer Relationship

Marketer

Copy Writer

Media Planner

Graphic Designer



The IT Process Heritage

System Analyst

Implementer

SoftwareArchitect

The User Interface Team The Technical Team

Integrator

Configuration Manager

User Interface Designer

SoftwareDesigner

Database Designer

System Administrator

Tester



This Used To Be “Good Enough”

XFile Edit Utilities Window Help! ! " " # $ %

Name:Company:Address 1:Address 2:City: State: ZIP:

What’s changed?What’s changed?



Business & Software Today

» 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…

Your Business

CustomerService

Supplier (B2B)

Customer (B2C)

Competitors

X

X

X

X



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 Zakonhttp://www.zakon.org/robert/internet/timeline/



The Web Changes the Rules» Today’s web applications must

– Define or enable COMPETITIVE STRATEGYCOMPETITIVE STRATEGY– Represent BRANDINGBRANDING or IMAGEIMAGE to the customer– Integrate with or become the primary channel for MARKETING MARKETING – Overcome BUSINESS PROCESSESBUSINESS PROCESSES limitations

» The software IS the business



An Example…

www.metmuseum.org



Branding

www.metmuseum.org



Graphic Design

www.metmuseum.org



Information Architecture

www.metmuseum.org



Experience

www.metmuseum.org



Marketing

www.metmuseum.org



Content

www.metmuseum.org

Marketing

Experience



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



The IconProcess Keeps the Key Features of RUP

PHASES

ITERATIONS

Phases & Major Milestones(Dynamic Structure)

Phases & Major Milestones(Dynamic Structure)




PHASES

ITERATIONS

Series of Primary and Supporting Activities

(Static Structure)

Series of Primary and Supporting Activities

(Static Structure)




PHASES

ITERATIONS

IterativeIterative



IconMedialab’s Revised Process

PHASES

ITERATIONS

Discipline names highlightthe activities’

GOAL or PURPOSE

Discipline names highlightthe activities’

GOAL or PURPOSE




PHASES

ITERATIONS

Business Strategy replaces RUP’s Business Modeling

• New scope and focus

Business Strategy replaces RUP’s Business Modeling

• New scope and focus




PHASES

ITERATIONS

User Experience replaces RUP’s Requirements

• Stronger emphasis on usability, visual design, and

content

User Experience replaces RUP’s Requirements

• Stronger emphasis on usability, visual design, and

content



Business Strategy

the science and art of using all the forces of a company to define

and execute its plans as effectively as possible



Business Strategy

Formulate Brand Strategy

Analyze Industry and Enterprise

Define BusinessProcesses

Formulate Business Concept

Evaluate Business Opportunities

Formulate Marketing StrategyDevelop Domain

ModelDesign

Business Organization

[Biz Process Modeling]

[Domain Modeling]



Business Strategy» Understand external,

competitive environment

» Understand internal strengths & weaknesses







ModelDesign



[Domain Modeling]



Analyze Industry and Enterprise (details)

Business Strategist

Perform Industry Analysis

Perform EnterpriseAnalysis

Industry Analysis

Situational Assessment

CompetitiveAnalysis

SoftwareArchitect

Understand TechnicalInfrastructure

UsabilityEvaluator

Establish Usability Benchmarks

UsabilityBenchmarks


Stakeholder

Business Process Analyst

Understand industry trends

Understand organization& Culture& Strengths& Weaknesses

Understand existing technologies

Perform heuristic analysis on competitive products



Business Strategy» Identify and evaluate

opportunities

» Choose a venture to pursue







ModelDesign



[Domain Modeling]



Business Strategy» Develop viable business plan

– Mission– Target audience– Value proposition– Product/service definition– Revenue model– Go-to-market strategies– Basic operational needs







ModelDesign



[Domain Modeling]



Formulate Business Concept (details)» Business Concept

is the vision

» Applicable for– Internet– Intranet– Extranet

Business Strategist

Develop BusinessConcept

Validate BusinessConcept

Explore SoftwareSupport

Opportunity Analysis


Software ArchitectureDocument (Sketch)

AnalysisModel

(Sketch)

UsabilityBenchmarks

Use-Case Model

(Sketch)

SoftwareArchitect

Stakeholder

Software Architect

Business ProcessAnalyst

RequirementsAnalyst


BusinessConcept

Brand Strategy

Creative Concept Director

» Software is the business



Formulate Business Concept (details)» More diverse

roles must collaborate

» Creative considerations improve the offering

» Identify enabling technologies

Business Strategist

Develop BusinessConcept

Validate BusinessConcept

Explore SoftwareSupport

Opportunity Analysis


Software ArchitectureDocument (Sketch)

AnalysisModel

(Sketch)

UsabilityBenchmarks

Use-Case Model

(Sketch)

SoftwareArchitect

Stakeholder

Software Architect


RequirementsAnalyst


BusinessConcept

Brand Strategy

Creative Concept Director



Business Strategy» Define key business

abstractions using class diagrams







ModelDesign



[Domain Modeling]



Business Strategy» Business process modeling

– Define processes and operations to carry out business strategy

– Design organization’s structures and roles







ModelDesign



[Domain Modeling]



Business Strategy







ModelDesign



[Domain Modeling]

» Brand is the promise of performance

– Users understand the brand over time

– Emotional– Experiential



Business Strategy







ModelDesign



[Domain Modeling]

» Develop approach for offering

– Communicate– Promote– Sell



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



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



the total impression left by interacting with a system's varied attributes:

features and functional behavior, visual design, content, information layout,

usability, and robustness

User Experience



User Experience

Prototype & Evaluate User Experience

Define Requirements Develop


Understand Context of Use

Establish System Scope

Plan & Manage Content

Develop Creative Approach



User Experience» Understand users and

their tasks

» Use proven HCItechniques

» Personas supplement actor definitions










User Experience» Define scope with Use

Case Model

» Define non-functional requirements and goals










User Experience» Detail software

requirements

» Refine use case model

» Review requirements










Define Requirements (details)

Use-Case Model

ActorCatalog

Use Case

RequirementsAnalyst

Detail a Use Case Manage Dependencies

Structure theUse Case Model

RequirementsReviewer

Review Requirements

Stakeholder

Subject Matter Expert

Review Record

Site Map

Requirements Analyst


Subject Matter Expert

Wireframes

RequirementsAttributes



User Experience» Organize information

and features for usability

– Site map– Wireframes

» Define navigation and interaction mechanisms










Develop Information Architecture (details)

Use-Case Model

Use Case


InformationArchitect

Develop Wireframes

Stakeholder

Content Manager

Graphic Designer

Site Map

Develop Site Map

ActorCatalog

CreativeConcept

Content Inventory

User ResearchReport

Business Concept

Wireframes



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



User Experience» Assess content needs

» Organize content inventory

» Develop editorial direction










User Experience» Define communicative

approach– Aesthetics– Experiential– Sound

» Synthesizes– Business vision– Brand values– Personality – Intended usage– Editorial tone










Develop Creative Approach (details)

BusinessStrategist

BrandStrategist

Creative ConceptDirector

CreativeConcept

User Research Report

Usability Benchmarks

(from Business Strategy)

Define Key Experiences

Content Manager

Actor Catalog

Business Concept(from Business Strategy)

Brand Strategy(from Business Strategy)

Brand Identity(from Business Strategy)


Develop Visual System



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:

• Authoritative• Trustworthy• Un-prejudiced• Cutting edge• Reachable

Through these key words, we will aim to appeal to our users on both an emotional and an intelligent level.

26 April 2001 | IconMedialab

Color - b2c

26 April 2001 | IconMedialab

Objective - 666699

Clinical - BFC4AB

Fresh - DDE2C9

Accessible - CCCCFF

Beautiful - CC99CC

Sensual - 663366

Transparent - FFFFFF

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.

Proportional distribution of colours



User Experience» Prototype user

interface

» Plan and run usability tests

» Poor usability affects the bottom line

– Intranet– Internet– Extranet










Prototype & Evaluate User Experience (details)

User InterfacePrototyper

Prototype User Interface

Visual Development Guide

User InterfacePrototype

Usability Test Report


Graphic Designer

Use-Case Model

User Research Report

Site Map

Wireframes

End User


Usability Evaluator

Conduct UsabilityTest

Plan Usability Test

ContentInventory



IconProcess Changes Other Disciplines

PHASES

ITERATIONS

Changes ripple through:Show new input artifacts and

new activities to complete content development, optimizing rich media assets, implementing

business and marketing strategies, etc.

Changes ripple through:Show new input artifacts and

new activities to complete content development, optimizing rich media assets, implementing

business and marketing strategies, etc.



IconProcess Results By Phase

Elaboration

& Requirements (most significant)

& Software architecture& Information architecture& Prototypes& Usability test results

Transition

& Live product rollout& Implement deployment

and marketing plans& Training& Results measurement& Maintenance

Construction

& Final content, art, rich media assets

& Tested, production ready application

& Deployment plan

Inception

& Business, marketing, branding strategies

& User research& Use case model& Creative concept



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!



Creative Disciplines Expect Flexibility



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



Use Roadmaps To Streamline The Process» Roadmaps optimize

development– Brochureware– Simple behavior (e.g.,

shopping cart)– Dynamic content

management– Complex systems

integration



Skills Are Important!

Katherine Marshak, Director of Process Development [email protected] | www.IconMedialab.comwww.IconProcess.comPhone: (636) 530-7776 (866) STL ICONAddress: 700 Goddard Ave. St. Louis, MO 63005

Thank you

the iconprocess: a web development process based on rup web... · rup’s business modeling ......

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