Agile practitioners talk about the customer but who do they really mean? This presentation argues that the customer is not the person who is sponsoring the project - the 'product owner', the customer is the person whose life is touched by the product. It concludes with some recommendations for engaging the real customer in the process. It was presented at Qcon a couple of years ago, I narrate it here - http://video.google.co.uk/videoplay?docid=-8408360027459704260
207. Ouch! Nasty process CUSTOMER PB EP Ask for documents I want to open an account! Show documents Photocopy documents Customer leaves 00:00 03:00 05:00 10:00 20:00 28:00 33:00 37:00 45:00 50:00* Complete sig. card Sign application form Sign application form Sign application form Send to CSU Recommend Credit card Change of name Change of name Set up customer Change of name Change of name ID&V / DICE info Change of name Change of name Current account application Change of name Change of name Connect card application Change of name Change of name Credit card application Change of name Change of name On-Line banking application Change of name Change of name Letters
213. From this CUSTOMER PB EP Ask for documents I want to open an account! Show documents Photocopy documents Customer leaves 00:00 03:00 05:00 10:00 20:00 28:00 33:00 37:00 45:00 50:00* Complete sig. card Sign application form Sign application form Sign application form Send to CSU Recommend Credit card Change of name Change of name Set up customer Change of name Change of name ID&V / DICE info Change of name Change of name Current account application Change of name Change of name Connect card application Change of name Change of name Credit card application Change of name Change of name On-Line banking application Change of name Change of name Letters
214. To this CUSTOMER PB EP Ask for documents I want to open an account! Show documents Photocopy documents Select products Customer leaves 00:00 03:00 05:00 08:00 11:00 16:00 20:00* Complete sig. card Sign application form Customer receives letter Send to CSU Recommend Products Credit check 18:00 Change of name Change of name Set up customer Change of name Change of name Consolidated product application
230. What did you learn? What can you bring to the project? ?
231. Realise people are different 188cm 145cm 5th percentile Japanese Female 95th percentile British Pilot
232. Create personas About Ron age 58 | Customer service rep | been with company six months | part time job after being made redundant |ex-insurance salesman | hates computers | About Maggie age 34 | Customer service rep | been with company four years | enjoys her job |drives Volkswagen Polo | heavy internet user | loves eBay | hates company computer system ‘it’s difficult to use |
233. To build a picture of the customer Biographic Where does she live? Demographic How old is she? Psychographic Social factors, attitudes motivation Technographic Internet/ computer usage and comfort Relationship to the business - Role, status, perception Business relationship to persona – brand, attitude Sally, 24, lives in Leeds, Single mother, 1 CSE, no computer experience “programming the video is hard enough for me” Kelly, works part time at Saver Supermarket as Cashier, usually on Kiosk Knowledge and experience Subject matter, computer proficiency, employment history Novice, beginner, intermediary, expert goals, needs, desires, attitudes, motivations Emotional, motivational, big picture, needs, frustrations, attitude to job John, content expert, holds information in his head, uses pen and paper to make records, uncomfortable with PC Danni, works for money. Wants ‘easy life’. Work goal is to service customers quickly with a smile