MICHAEL NUCIFORO

Mobile Consultant, Innovator and Futurist

Developing a Mobile Proposition

Section 6: From defined proposition to delivery

From defined proposition to delivery

• What information needs to be documented before initiating design and build

• Identifying the stakeholders and their responsibilities

• Communicating requirements with technical teams: what do they need to know?

• Matching business and user needs with technical capabilities

Next: Refreshments

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Section 6 – 15:10 to 15:40

3

Activities

Confirm brand strategies

Complete competitor assessment

Consolidate business drivers, market

positioning, current initiatives, capabilities

and issues

Identify gaps and areas of focus

Summarise current technology

environment

Engage key stakeholders

Confirm working group

Agree strategy approach

Current project pipeline

Workshops to identify target capabilities,

customer value proposition, commercials

and customer experience

Identify IT gaps and/or constraints to

delivering the capabilities

Complete evaluation of current technology

partner - Cardlytics

Define high level requirements through

iterative design/ analysis

Develop an interactive PoC to

communicate the vision

This stage is an opportunity to re-assess the

scope, budget and schedule with a greater

understanding of what the business wants

and what technology can deliver:

Prioritise high-level requirements

Finalise scope items

Complete cost re-estimate

Benefits evaluation

Dependency analysis

Confirm delivery options

Create target schedule

Inp

uts

Current brand strategy

Competitor information

Current customer value proposition

Technical feasibility assessments

High level business requirements

Gap analysis

Prioritised high-level requirements

High Level technology architecture

High Level design documents

Ou

tpu

ts

Strategy summary

Competitor evaluation

Agreed approach and timings

Core capabilities defined

High-level requirements

High-level roadmap

Business case

Proof of concept

Schedule and budget

Understand Business Context Define Strategic Direction Scope and Plan 1 2 3

3

The approach…

FUN

DIN

G R

EQU

EST

DIS

CO

VER

Y

CO

NC

EPT

DES

IGN

SHELVED

No

Yes

Low High

High

Technical

Be

ne

fits

Ideas Assessment (Leadership Team)

Governance (Steering Group)

Users

BU’s

Industry

Trends

Regulators

Technology

Competitors

BUCKET Money is allocated to an initiative

Strategic Alignment

Business Value

Technical Complexity

Compliance Regulatory

DEFINE

SHELVED

No

Yes

Some governance…

4

5

Get the right stakeholders engaged…

• Create a sustainable offering that creates competitive differentiation and attracts new customers

• Establish customer personas of target users to develop a richer understanding

• Understand value proposition and usage triggers of the proposition associated with these segments

• Define feature sets that deliver to the value proposition and encourage active, new and high usage

• What are the evolving needs and preferences of mobile users in and outside of the channel?

• Preferred frequency, times and mode (device types) that customers want to interact with the service?

• What will attract non-active or new users to use the services (e.g. new payment features)?

• How do the different segments and brands differ in their mobile needs?

• What is the role of the service in the purchasing decision; is it material?

• Where does the functionality start and end…

• Customer strategy developed and commercial options identified

• Feature list of new mobile shopping platform prioritised

• Understanding of barriers to adoption and strategies to resolve

• 1:1 non-directed, behavioural interviews

• Contextual enquiries (in-depth interviews conducted during site visits)

• Customer personas created for each segment - proof points analysis

Objectives

Questions

Decisions

Method

1. Propositions

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• Clearly define organisational objectives, business capabilities and target state feature sets

• Document the high-level business functional and non-functional requirements

• Map out and define the core customer journeys in channel and across

• Develop a framework for capturing, monitoring and tracking requirements

• What are the underlying objectives of the proposition?

• What are the high-level functional and non-functional requirements?

• What are the core business capabilities?

• What gaps exist between the current platform and the target state?

• What are the needs of various internal and external stakeholders?

• Platform objectives and business capability framework

• High level master requirements document (split into functional and non functional requirements)

• Determine which Technology capability is required to achieve each requirement

• Stakeholder workshops and technology engagement

• Prioritised and target state business capability list

• Mapping of objectives, business capabilities and requirements

Objectives

Questions

Decisions

Method

2. Requirements

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• Create a user experience that creates sustainable differentiation from competitors

• User experience and design that champions brand proof point across all interaction points

• Continuous learning and improvement approach to design involving customers directly

• Consistent tone and use of language throughout the user journey

• What is the expected behaviour for the new features?

• What is the expected behaviour for registration and distribution for new and existing customers?

• What is the best screen layout for input forms, account and offer displays, marketing etc?

• What is the best screen flow and labelling to support the users tasks?

• What visual features will improve usage and attract non-active users?

• How do experience expectations differ by segment?

• Information Architecture and navigation layout

• Design of system to present the information in the required screen layouts

• Templates and style guide of new platform

• Iterative development of proof of concept

• High-fidelity prototype based on key business requirements and product backlog

• Iterative usability testing of proof of concept for final analysis

Objectives

Questions

Decisions

Method

3. Design

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9

• Create a solution architecture that delivers competitive advantage and meets long-term organisational needs

• Defined mobile architecture roadmap that delivers speed, efficiency and extensibility to the channel

• Set up technology stack that enhances growth and introduction of new features/services

• Platform that integrates with other channels and provides single customer view and information

• What is the current state, gaps and target state architecture roadmap?

• Who are the preferred strategic solution providers? Should it be done ‘in house’?

• What platform will the changes will be delivered? Custom or off the shelf solution?

• Is new infrastructure required to support the changes and expected growth in the platform?

• What middleware should be implemented to drive integration?

• Architecture strategy and solution

• Preferred solution providers and partners

• Technical constraints and limitations

• High-level Architecture roadmap and solution document

• Technical feasibility prototyping (if required)

• System and performance testing analysis

4. Architecture

Objectives

Questions

Decisions

Method

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• Manage the relationship with technology areas covering estimation, vendor engagement and mobilisation

• Drive delivery of aligned technical requirements, use cases, detailed design and architecture documentation

• Identify gaps, communicate constraints and lead mapping of technical capabilities against requirements

• Engage technology areas for impact assessments including information Mobile and infrastructure

• What existing technology and what new technology is required to deliver to the target state?

• What technical solutions and infrastructure are required to deliver on the prioritised business requirements?

• What requirements are dependent on the delivery of existing in-flight projects?

• How much and how long is going to take to deliver the changes?

• What is the preferred technical approach to delivering the changes?

• What (if any) external support or technology is required to deliver the programme?

• What technology solutions are required to be reused, enhanced or implemented to achieve the business goals

• What is the recommended architecture layout to deliver on the needs of the business

• What changes result in a positive return on investment (based on estimation results in comparison to benefits)

• Request for Information (RFI) and Request for Proposal (RFP)

• Technical requirements matrix and Solution Architecture document

• Estimations and feasibility assessments

5. Technology

Objectives

Questions

Decisions

Method

• Clearly define the delivery strategy, on-going operations and post management processes

• Create strong awareness of the initiative so that all impacted stakeholders are identified

• Stakeholders understand and support the purpose, functionality and benefits of the initiative

• Ensure all stakeholders are aware and prepared for the introduction of the change

• Who are the key stakeholders who are impacted and need to be engaged on the change?

• What changes are required to the business operating model and current processes to support the change?

• What staff need to be made aware of the change, and what staff require formal training?

• What resources are required to support the implementation of the programme?

• What is the marketing and customer communications strategy?

• Implementation Strategy

• Marketing and Communications plan

• Training Strategy

• Stakeholder engagement and enrolment through work shopping and presentation sessions

• Business process mapping and people change management assessments

• Training and communication plans

6. Delivery

Objectives

Questions

Decisions

Method

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12

Typical artefacts…

Concept Statement

Requirements Document

User Journey Diagrams

Demo or Proof of Concept

Wireframes and Design

Business Case

Impact Assessment

High-Level Launch Strategy

Scope Statement

Delivery model…

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14

Go Agile…

As a [user]

I want [what]

So I can [benefit]

Agile framework…

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Waterfall Agile

Plan driven Learning driven

Infrequent communication Continuous client engagement

Deliver once in ‘big bang’ Deliver in short, sharp bursts

Requirements defined up front Just-in-time requirements

Develop in distinct phases Develop in short sprints

View programming as construction View programming as design

Higher cost of change Lower cost of change

Agile development represents a cultural shift more than anything else:

Waterfall versus Agile…

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1. Be clear on what you want from the start

2. Be methodical in your selection of propositions

3. Engage the right stakeholders for insight, support and awareness

4. Have one owner for Requirements, Design, Architecture et al

5. Agree your delivery model

6. Consider agile

Key Takeaways…

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