AGILE MARKETING : METHODOLOGIES AND PATTERNS FOR STRUCTURAL INNOVATIONSYLVAIN LOUBRADOUBET@LEADERSHIP ESCE CLASS 2

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WHAT DO WE AIM TO LEARN?

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1- The basis : agile methods for “How to do it”2- The creative start : design thinking for “Why we do it”3- The innovative loop : Lean Startup for “What we do”

Classes 1 and 2 : agile methodsClass 3 : exploreClass 4 : define, Business modelClass 5 : create and chooseClass 6 : prototype

WHERE ARE WE IN THE LEARNING ?

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SPRINT 0FIND YOUR TEAM1. Move desks and chairs2. Take your board3. New team mates ? Write their name4. Check if you have a team name5. Build an auto evaluation sketch

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YOUR WORK IN CLASS = YOUR EVALUATION• Collective note• Self-evaluation in team

Criterias :• Coordination meetings• Flow in board• Retrospective• Creativity in presentations• Task description• Risk taking• Participation of all members• Customer centric 5

SPRINT 1RECAP OF LAST SESSIÓNQ/A

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Main Information• Kanban• Scrum• Daily Meeting• User Stories• Planification• Planning Poker• Demo• Retrospective• Product Owner• Scrum Master

SPRINT 1KANBAN

Main topics :• Visualization over “pull” flow• Each column = task status• Common columns are : To do / Next / Doing / Parking / Done• Transparency is the key factor success factor• Individual productivity control collapses the system • WIP (Work In Progress) must be limited limits in columns• Daily meeting imprescindible (15 minutes)• It can be priorized every day• Easy to learn• Hamster effect after a 6 months period 7

SPRINT 1SCRUM

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Main Information• Kanban• Scrum• Daily Meeting• User Stories• Planification• Planning Poker• Demo• Retrospective• Product Owner• Scrum Master

SPRINT 1SCRUM

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Main topics• Scrum is a 1 to 4 weeks loop• The team should be cross functional• Roles : Scrum Master / Product Owner• During the sprint, priorities don’t change• Powerful system after the 3 sprints learning curve• Continuous improvement• Continuous delivery• Very useful for projects or new products or services

design

SPRINT 1DAILY MEETING

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Main topics• Stand up meeting in front of the board• Maximum 15 minutes• Si possible every day, otherwise min 1 per week• 3 questions :

• What have I done since last meeting• What will I do until Next meeting• What problem have I encountered

• Every team mate speaks about his/her achievements and moves his/her post-its or tasks

• The Scrum Master vigilates that every one can speak • Main issue : trying to solve the problem during the meeting will last too

much just point out the first step with a task• Have material available near the board

SPRINT 1USER STORIES

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Main topics• The user stories help to express in a short and clear way the customer needs• Each user story contains a concrete result• The shorter the stories are, the more agile can be the team work• User stories elements:

• Title• Description : As a (functionality user) I want (something) so that (why)• It can contain requisits and assumptions, and expcted results• It can contain the cost and / or the value

• INVEST rules for User Stories• I : Independant, each user story can be delivered alone• N : Negotiable, we can negociate the contents• V : Valuable, creates value to the customer• E : Estimable, it is posible to define a cost of implementation• S : Scalable / Small, it is as small as posible, can not exceed a sprint• T : Testable, we can define how to check if done

SPRINT 1AGILE PLANNING MEETING

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Main topics• Purpose : select the user stories to implement until the end of sprint• Steps :

• Write and comment the user stories• Add new user stories due to meetings with stakeholders or demos• Define a goal for the sprint• Define an effort or size for each story• Prioritize the stories regarding to the team capacity• Cut and set the sprint backlog

SPRINT 1PLANNING POKER

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Main topics• Purpose:

• Help to define a shared value for the business value or effort of each Project or user story, especially when stakeholders disagree

• Ensure a great Exchange of information between team mates• How it Works:

• For each story, explain the user story to the team• Each team mate chooses a value from 0 (quite nothing to do)

to 100 (enormous amount of work)• The highest and lowest values explain why• Each one can change his/her card• The user story receives the average as effort or business value

• The public depends on the information you want to define

SPRINT 1PRODUCT OWNER

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Main topics• Writes user

stories• Prioritizes user

stories in each sprint

• Controls the end results of user stories

• Comunicates with stakeholders

SPRINT 1SCRUM MASTER

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SPRINT 1DEMO OR SPRINT REVIEW

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SPRINT 1RETROSPECTIVE

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• Some links for tools: • http://plans-for-retrospectives.com/?id=3-78-74-29-45• http://retrospectivewiki.org/index.php?title=Agile_Retr

ospective_Resource_Wiki• How it works:

• Visual format• Ask what has worked well or bad, what can be

improved• Discussion rules as « no reproaches » or « speak

about problems not guilt »• Set a frequency• Participants are the team + product owner +

some stakeholders• Expression leads to action choose and define

new improvements actions or rules for the team

SPRINT 1RETROSPECTIVE

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SPRINT 1RETROSPECTIVE

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SPRINT 2WHAT IS AGILE?

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SPRINT 2TEAM WORKEach team will choose 1 point to learn : • User Story or Product Owner or

Scrum Master or Planification or Retrospective or Stand up Meeting or Planning Poker or Demo

• User Story Roadmap or Electronic Boards or Scrumban or Scrum of Scrum or Burndown Chart or Agile Management or Change Management

Each team will have 40 minutes to look for information, synthetise and prepare a SHORT presentation of 3 minutes on the chosen topics.NO Power Point allowed

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SPRINT 2BEFORE STARTING• Take post-its and pencils• Think about the tasks you have to implement, write them

and place it on the board• Define a team mate controlling time• Try every 10 minutes to have a short coordination meeting • Only 3 minutes means you must choose information (I’m

the teacher, I will add the possible missing information at the end no worries )

• 5 minutes break when you want

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SPRINT 3TEAM PRESENTATIONSTake pictures

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SPRINT 4EXAMPLES

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Project of implementation of new products on a web portal4 departments, 10 people

SPRINT 4EXAMPLES

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Operational Marketing campaigns (4 departments, 10 people, 4 weeks sprints)

SPRINT 4EXAMPLES

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Scrum board for a web page improvement Project3 departments including IT, 9 people

SPRINT 5RETROSPECTIVEPer team :0- Check your evaluation sketch1- What has gone well / better2- What did not work3- What did we learn4- What have we missed or would expect for Next time ?

You learn I learn

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SPRINT 6RECAP OF THIS SESSION

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Main Information• User Story Roadmap • Electronic Boards• Scrumban• Scrum of Scrum• Burndown Chart • Agile Management • Change Management

SPRINT 6SCRUM OF SCRUM

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Main Information• Cultural way of scaling

agile• Easy to start• Easy to lose oversight• Scalable boards with

different meeting frequencies and stories precision

• Not used in classical companies (not enough methodology)

• More possibility to learn

SPRINT 6BURNDOWN CHART

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Main Information• Degressive• Visual and easy to

maintain• Follows points

and/or user stories in status Done

• Link: http://guide.agilealliance.org/guide/burndown.html

• To implement at the sprint planning and refresh at daily stand up

SPRINT 6BURNUP CHART

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Main Information• Progressive• Visual and easy to maintain• Follows points and/or user stories in

status Done in a Kanban• Link:

http://www.featuredrivendevelopment.com/node/515

• To implement at the month beginning and refresh at daily stand up

• Interesting to learn over team capacity within a year

SPRINT 6SCRUMBAN

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Main Information• User Story Roadmap • Electronic Boards• Scrumban• Scrum of Scrum• Burndown Chart • Agile Management • Change Management

SPRINT 6SCRUMBAN

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Main Information• Mix between Scrum (sprint planning, capacity, sprint and

release) for some projects and Kanban (daily priorization, new necesities not foreseen) for incidents, problems, comercial activity

• Gains : a team can work on projects and also operational issues without frustrating users ; allows measure the impact of no planned tasks and petitions to involve the stakeholders in the improvement ; iterative implementation ;-)

• Key factors : one single board, measure permanently the no planned tasks and leave space for the scrum planning (to avoid frustration for not reaching goals)

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Main Information• Allows distant and distributed teams to work in an agile way• Free tools :

• www.trello.com• www.kanbanchi.com

• Other tools : Jira…• You can : define columns, add members, set timelines, annex

documents, set colours for task types, assign people to work…

SPRINT 6ELECTRONIC BOARDS

SPRINT 6USER STORY MAPPING

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Main Information• Purpose :

• Organize user stories and tasks to reach a visual overview when number > 50

• Organize a separate loop with stakeholders to organize and prioritize the product backlog (every 2 or 3 months)

• Organization :• 2 axes to organize and order user stories• Timeline, dependencies, priorities, subject, involved team,

task blocks

SPRINT 6USER STORY MAPPING

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Examples

SPRINT 6AGILE MANAGEMENT

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The « agile » manager looks like a scrum master with 2 more habilities:

• Adding to the capacity of removing or solving obstacles and difficulties of the team

• Build and communicate a vision and a destination for the project and the team

• Manage and influence the capacity of the team to realize the projectMain missions of « agile » manager :

• Feed the team with data and KPIs to take collective decisions• Improve input quality for the team• Organize and dispose of free time for the team to realize

retrospectives and continuous improvement• Allow direct contacts between team members and stakeholders

References: Servant Leader / Steve Denning

SPRINT 6CHANGE MANAGEMENT

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Main Information• 2 types of change : individual and collective• On collective level, 8 steps of Kotter apply very well:

• Create a sens of urgency• Build a team with active people• Build a Project or change visión (B point)• Communicate the visión (B point)• Remove obstacles• Create quickwins• Set up continuous improvement on change• Create routines and habits

SPRINT 6CHANGE MANAGEMENT

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Main Information• 2 types of change : individual and collective• On collective level, 8 steps of Kotter apply very well:

• Create a sens of urgency• Build a team with active people• Build a Project or change visión (B point)• Communicate the visión (B point)• Remove obstacles• Create quickwins• Set up continuous improvement on change• Create routines and habits

SPRINT 6CHANGE MANAGEMENT

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Main Information• On an individual level:

• Dan Pink tells us about the intrinsic motivation factors : purpose, autonomy, mastery

• William Bridges explains us the steps which each individual will go through at his/her pace

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