Liz Keogh's blog

Reading Simon Baker’s post on metrics made me smile. I rant about similar misuse of metrics quite a lot. A common reason that I see targets and metrics fail is because they’re aimed at a perceived circle of responsibility – for instance, developers who are measured on how few bugs they produce. This ignores the possibility that something outside of the development team might be causing the bugs – poor analysis, a difficult technical environment, lack of a decent production-like staging platform, etc.

Simon’s post calls out another common local optimisation. He says, “…the true purpose of the people doing the work, which is to improve service and quality and satisfy users.”

One of the ways in which we can satisfy users is through usability and user experience. At one of the Agile 2009 keynotes, Jared M. Spool gave a beautiful example of why this could be a bad idea. He talked about a company that had reduced a 5-stage process to 2. The users loved it. “Unfortunately, they forgot that the company was paid per page impression,” he said. The company went bankrupt shortly after putting the beautiful new website in place.

In Feature Injection, Chris Matts calls out the people with the original idea, or the people who are investing in the idea, as the core stakeholders. These are the people who need to be satisfied. Everyone else is incidental, and the vision is usually one that either makes money, saves money or protects money (stops another company spoiling your idea, or stops them from stealing your market share). Everyone else whose input is needed to make the vision a success is an incidental stakeholder. This can include the users.

Here’s an example of how focusing on the true stakeholder can help. I was talking to a friend at XtC about a user-centric story.

As a user
I want register to be emailed when the game is released
So that I can buy it as quickly as possible.

I was discussing alternative ways of implementing this story which didn’t involve email. “Who really wants the users to be notified? Who’s actually paying to notify them?”

“Marketing, I guess.”

“Why do Marketing want the user to be emailed?”

“So that they can make a big hype about the game when it’s released.”

So, rephrase this from Marketing’s point of view.

In order to make a big hype about the game when it's released
As Fred, the Marketing guy
I want users to register for an email about the release.

Now we can see that perhaps, users may not want to register for the game. We might have to entice them with something else. We also see that our goal – the big hype – could be met by other methods; with advertising, for instance, or by getting favourable reviews in magazines.

By allowing the developers to focus on the goal, we may come up with different or better solutions. We also come up with different tests. Will the user actually want to navigate through the 5 screens we make them fill in to register? Will we get the big hype we’re looking for?

I find when using the Feature Injection template that I frequently put the real name of the stakeholder on the card. This means that if we run into trouble, we can go and talk to the stakeholder about alternate ways of achieving their goal.

They’re not user stories. They’re stakeholder stories.