projects, personas, stakeholders, death star, slides

Projects, Personas, and Stakeholders – the slides

Toby Elwin Blog, Marketing, Portfolio Planning 0 Comments

Projects have stakeholders, that much is clear, these pesky folk influence the project in both positive and negative ways. As a project moves towards completion, such as the Death Star, that all-universe symbol of … well, that is an interesting point. There are a lot of stakeholders across the Death Star with very different views of the same project, stakeholders: The Empire, The Rebels, and The contractors … [did you think of them?] Every view into a project is filtered through one lens: WIIFM? (What’s In It For Me?). When I look deeper into stakeholders with a persona lens I gain empathy for the persona motivation through the project and post-project on to the end-user need. This week I had a fortunate invitation to the  Project Management Institute MassBay roundtable to discuss Projects, Personas, and Stakeholders. Here is the deck and resources shared …

user story, requirement, design

User story, no requirement needed

Toby Elwin Blog, Marketing, Portfolio Planning 0 Comments

Good design meets end-user need. Bad design wastes time and money. The difference is not about requirements. Requirements are your great, grandparent’s design directive. Effective design is about empathy and to understand empathy you need to understand the user story requirement. Before development, every project team needs to understand what to build. In project management requirements gathering provides that essential view of what the project delivers. Good requirements assumes what the build is what the end-user requires. This up-front effort to understand user need is shared across many professions: In communications, start with know your audience; In product management, starts with know your market; In software development, start with user requirements; and Is digital marketing, start with know your persona Whether the user had to sit through a presentation, scour documentation, search software, or fumble through a webpage on their smart phone, bad design creates bad feelings. A requirements document is not a …

User Story Mapping, book, Agile, design

User Story Mapping by the book

Toby Elwin Blog, Book, Marketing 0 Comments

All design, whether PowerPoint deck, website, software, product, operating model, or Thanksgiving dinner, is an effort to deliver experience. Experience can range from bad to good to exceptional and where you land along that range depends on how well the designer understands their audience need. When design fails end-user need: We waste time, We waste effort, Frustration builds, and Trust is lost A User Story creates better understanding. Before development starts, a user-story and a user story map provides design a view of user journey to solution. User Story Mapping, as a software development tool, aims to focus design teams on users and user needs. But you say “I am not a software designer?” and I say, “everything we do is design, read on friend”. Any effort to improve design is a wise investment for: Trainers, Organization development, Communications, Marketing, and Beyond In short, this is …