Web Maturity Models

IA SUMMIT 2008

Vera Rhoads

April 13, 2008

One cannot value what one cannot measure

What gets measured

gets done

Maturity Model Frameworks are used to understand, control and improve a product or a process

Outline The Research Problem The Goal Attributes of Maturity Frameworks Other Existing Models – CMMI, IPMM,

People CMM, eBusiness Maturity Factors for Consideration Web Maturity Model Presented Research and Industry Benefits Application Roadmap

The problem

Lack of consistency in assessments of web excellence.

Lack of one consistent and agreed and upon classification.

Classifications evolve with technology and user disruptions.

The goal

The overarching objective is to enhance the understanding of the interrelations and specific dependencies between multitude of factors (socio-economic, technical, etc.) that contribute to the success of a web property.

The goal

develop and present a hierarchical, evolutionary model with distinctly defined stages of existence and a methodology for applying the model.

The goal

Develop a toolkit with applicable action, budget and policies and standards template with extended application within the web properties field.

Maturity Frameworks Explained

Three Key attributes: Knowledge Element Assessment Element – methods, processes and

procedure that can be used to self-assess Improvement Element

Innovation Theory Dissemination

Innovation Defined as “an idea, practice, or object that is perceived as new by an individual or other unit of adoption”

Innovation: five perceived attributes

Relative Advantage Compatibility Complexity Trialability Observability

Innovation Lifecycles

Stage One: Entry Stage Two: Adoption Stage Three: Adaptation Stage Four: Appropriation Stage Five: Invention

Maturity Frameworks Explained

Standard Capability Maturity Methodology: Five Levels Traditionally identified:

Initial – Ad hoc, no control

Repeatable – Stable process

Defined – Consistent implementation, improved understanding of the process

Managed

Optimizing – a foundation is established for the continued improvement and optimization of process

Traditional Frameworks

The KPAs – key process areas These identify the changes the organizations

need to make in order to advance to a higher level

Web Accelerants – attributes you need to possess to move from one level to the next

CMM Model Level 1. Initial – Ad hoc: the organization has no control at all. Level 2. Repeatable – The organization has achieved a stable

process with a Repeatable level of statistical control by initiating rigorous project management of commitments, cost, schedule, and change

Level 3. Defined – The organization has defined the process to ensure consistent implementation and to provide a basis for improved understanding of the process

Level 4. Managed – The organization has initiated comprehensive process measurements beyond those of cost and schedule performance

Level 5. Optimizing – The organization now has a foundation for continued improvement and optimization of the process

Why bother?

The Web Maturity Model helps assess where organizations are

What is the recommended level What key web accelerants they need to take

to get there

The Planning Process

Black Box View

INPUTS MODEL OUTPUTS

Expected Applicability

Business• ROI – Return on Investment • Comparative Analysis• Unified, objective method of measuring

Research• Repeatable framework• Ability to instruct into what is considered best practices

Benefits

• Provide an assessment methodology• Develop an extensive benchmarking tool, • Proactively assist in planning, budgeting

and forecasting• Provide a Road Map for success tailored

within the appropriate category• Provide tools for enhanced strategic

planning

Model Creation and Its Components

• Company Categorization Taxonomy• Inputs• Model Engine• Outputs• The Toolkit

Company Categorization

Size – In terms of sized companies are viewed as small, medium and large – based on factors such as number of employees, revenue and number of geographical locations.

Business Model – Profit, Non-Profit, Government Web Property Existence – is there a web site or not Precedence – did the company precede the web property creation

or did the web property precede or came in existence simultaneously with the company

Strategic Prioritization – is the web property viewed as a strategic priority.

Availability of Sufficient Funding – this category is self-explanatory.

Web Properties Categorization

Existing Categorizations:• By content orientation – information• By transactional complexity• By size• By channel orientation• By target audience

Web Properties Categorization

•Size •Business Model•Web Property Existence•Precedence •Strategic Prioritization •Availability and Allocation of Sufficient Funding

The Study Itself

Stages within the study

Survey Instrument Creation

Delphi Study – Survey Instrument Verification

Survey Distribution Survey Processing Results Analysis

Expected Further Work

Scope extensions:• Run a six month validity check• Extend the study to a broader audience• Extend the study to an international

audience

Anatomy of the Study

• Profile of Recipients Selection Methodology Professional Affiliations and Job Titles

• Profile of Companies Selection Methodology and Rationale

• Profile of responses received Types of Companies

Challenges of the Study-Lessons Learned

Area• Distribution• Participant Solicitation• Participant Responses• Survey Validity

Valuable Lesson• Attachments can be problematic• Language needs to be as non-technical as possible• Persistence, Persistence, Persistence

Findings of the Study

Distribution of Companies

11

23

14

3

Government

Industry (Profit)

Non-Profit

Educational

Findings of the Study

Historical Perspective – Year of Emergence

10%

54%2%8%

0%0%

14%

2% 10%

Prior to 1995

1995-1996

1997

1998

1999

2000

2001

2002

In planning

Findings of the Study

• Rankings of the Companies by the Researcher

• Rankings of the Companies Themselves – TBD

• Rankings of the Companies by the Model• Comparative Analysis

Preliminary Rankings

0

10

20

30

40

Level 1 Level 2 Level 3 Level 4 Level 5

S1

Overall Distribution by Model Level

The WPQE Model

Inputs and Outputs

INPUTS 

1.Budget and Financial Factors

2. Social and Political Factors

3. Technology Acceptance

4. Innovation Levels

5. Usability

6.  Priority Allocation

7. Industry Positioning

OUTPUTS

Outputs

• Level 1 - Presence and Established Information Delivery – At this stage the company has made its foray into the Internet, put a stake in the ground. From a historical perspective this is the earliest

• Level 2 - Information Processing• Level 3 - Knowledge Creation• Level 4 - Business Value clearly identified and

derived• Level 5 - True Excellence through an Integrated,

Personalized and Collaborative environment

Evolutionary Stages

Measurement Tools

One cannot value what one cannot measure

Inside the Model Engine

Size

Factors 1, 2, 6

Environment

Financial Factors

Corporate Vision factors

Ultimate Evolutionary PathsLarge for Profit

0

5

10

15

20

25

30

35

40

Level 1 Level 2 Level 3 Level 4 Level 5

Year pre- 1995 1997 2000-02 2005 2007

Ultimate Evolutionary Paths Medium Non for Profit and Government

0

5

10

15

20

25

30

35

40

Level 1 Level 2 Level 3 Level 4 Level 5

Year 1995 1999 2004 2006 2008

Ultimate Evolutionary Paths Small for Profit

0

5

10

15

20

25

30

35

40

Level 1 Level 2 Level 3 Level 4 Level 5

Year 1995 1999 2001 2003-2007 2009-11

The Toolkit

•Standard Templates•All inclusive, detailed•Frequently updated•Continuous Feedback Loop

Conclusions

• Evolutionary Steps are concrete and measurable

• A system can be devised to represent these• There is applicability to the model• There is more consistency related to size and

leadership than to any other category

Web Maturity Model

Governance Models

Centralized Decentralized Federated Hybrid

Highly Decentralized

Enterprise

Highly Centralized Enterprise

Source: GartnerGroup

Sample Governance Models: http://www.usa.gov/webcontent/governance/models.shtml

Garth A. Buchholz has a great PDF in Google Base www.google.com/base/a/1572395/D1118754386065475693

Implications for Future Research

• Conduct a broader study• Internationalize the sample• Generate universal validity of the model

Questions?