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Have you ever tried to find a good “how to” article or a good strategy overview written for professional website managers?

I did. And I could find plenty of good stuff aimed at the “I love thinking about the Internet” set or the “I love cutting edge web technology” set. But very little at the “I am running a website group at a real company” set.

Although techie articles and pie-in-the-sky articles have their place, when you need real answers for real problems they just don’t give you what you need. You want actionable answers not down-in-the-dirt details or information about macro trends on the Internet.

So I set out to make a website that provides actionable answers to the questions that website managers ask on the topics that matter. Topics like:

  • Project Management finding big problems, coming up with solutions and mobilizing the teams to get the problem solved
  • Content Management slicing and dicing through requests for new web pages, getting the pieces together and getting it live without hiring a legion of web producers
  • Internet Marketing getting the folks to the site, getting them on the list, and then getting them through the funnel to sales or a shopping cart
  • Web Development developing the technology that makes it all possible

And while those are pretty big topics, they are the topics you deal with every day when you run a big-ish website. And if you hang with me, I am going to spill the good stuff I learned from doing this stuff myself.

The next question you are thinking is… who is this guy?

Iterative Development = Project Success

If there was ever a clear way to achieve success on a website project, it is iterative development. Not just success but success with a decreased risk of project failure and increased quality. It doesn’t get any better than that.

Iterative development makes projects successful by slicing the time available for a project into a series of smaller time-boxed projects called iterations. Then each iteration is scheduled to deliver as many features as possible that are 100% complete and ready for deployment.

The approach of simplifying a project into iterations is a great idea. And, there are lots of other compelling ideas baked into iterative development. For instance:
  • Focus on short term, achievable goals - Big projects can be overwhelming for all those involved. They are just like big elephants; trying to eat the big elephant in one bite isn’t going to be pleasant. But cutting the project into small bite sized chunks helps keep your team focused on small, short term, and achievable goals.
  • Get good at finishing – Getting a chunk of work all buttoned up and complete is hard. It’s a skill that every team needs but few really perfect. By completing two or more iterations per project which have to deliver completed functionality, your team will get really good at finishing because they practice doing it so much.
  • Reduce risk by doing the important stuff first – One of the first things you learn as a project manager is to schedule the high risk and important features early in the project. Why? Because if something important gets screwed up early in the project, then you have time to improvise and recover. But if things get screwed up late in the project then it’s pretty unlikely you are going to finish on time. Iterative development enables you to schedule the important stuff first and get it completely done early in the project, which substantially reduces project risk.
Together these ideas blend together into something really nice. How do you apply it? Let’s revisit our supertoybox.com example we have been working on for a while…

Supertoybox.com is an e-commerce website project we have time boxed to begin 15-Aug and end on 15-Nov. That gives about 13 weeks to work with. We have 5 dedicated resources and after a bit of math that figures out to be a time box of 2210 hours.

The site has a page template designed already. We have developed a domain model and high-level design so we could get accurate feature time estimates. Each feature estimate includes design, development, testing (usability, unit, system) and deployment. This will make our iteration planning much easier.

We have also done a MoSCoW prioritization to establish the priority and importance of each feature. Our task at hand is to plan the iterative development efforts for the project.

How to Plan Iterative Website Development Using MoSCoW Prioritization and Time Boxing

1. Establish length of Iterations
Our first big decision is how long we want to make our iterations. Any project needs to have at least 2 iterations and we want our iterations between 2 and 6 weeks in length. We also want them to be as small as possible and each of them to be the same length. Seeing that we have about 13 weeks in our project, let’s try 6 two-week iterations, which would make each iteration about 340 hours long.

2. Schedule the “Must have” features
We want to schedule all the “Must have” features early in the project. This gives us two big advantages. First, if we deliver all the “Must have” features early our project is assured of success. (MoSCoW prioritization defines success as a project completion with all the “Must have” features complete) Second, if we screw something up and don’t deliver a “Must have” feature in its scheduled iteration we can try to get it done in a later iteration. We have time to recover if something goes wrong.
Scheduling the “Must have” features ends up with a pretty busy iteration 1, 2, 3, and 4:


If things are going well at the end of iteration 4 we will be done with all the “Must have” features and will be into working on “Should have” features. This would put us into a great situation where we are done delivering the important stuff and we will be down to making the website work better about 2/3 of the way through the project. Sweet.

3. Schedule the “Should have” and “Could have” features
Our goal is to schedule all the “should have” features then schedule as many “Could have” features as possible. It’s normal, even good, to have more features ready to be implemented than you have time. That way if there is more time available in an iteration at the end of the project, you can easily try to include more features.
But if you are running behind at the end of the project, then fewer features get done. The idea is that you are trying to get done as much as possible, but projects are dynamic and you won’t know exactly what will get done until you’re well into the project. So simply add the “Should have” features into iteration 5. Something like:


Then, stack the rest of the features into iteration 6 in order of importance. Something like:


Then sometime in iteration 4, meet with you team and try to figure out what you are going to attempt to get done in iteration 5 and 6. In other words, plan to improvise.

Iterative development really works well in this example. We get the important stuff done early and have time to recover if something goes wrong. We also have plenty of features to implement that will really improve the website if we have time at the end. And, if we have available time earlier in the project it’s possible we could even move features up to those iterations too - An ideal situation.

This is the last in the “Larry, Moe and Curly of Agile Web Projects” series where we quickly ran through using the time boxing, MoSCoW prioritization and iterative development techniques together. It has worked out really nicely. We have delivered as much as can be delivered in our time box. What gets delivered is exactly what the business wants and we have reduced our risks along the way. If you agree, then why not give it a try and let me know how it goes...

Iterative Website Development

The broad spectrum of iterative development are discussed in the article, "Going round and round and getting nowhere eXtremely fast? Another look at incremental and iterative development".

The XP crowd’s view on the “History of Iterative Development

How is iterative development different increment development? If you really want to understand anything agile or project management in depth then consult this Alistair Cockburn article, “Increment versus Iterative Development

Wikipedia has some good information on DSDM, time boxing, MoSCoW prioritization and iterative development.

Because DSDM gives their methodology to folks that join the DSDM consortium (which seems a lot like selling it really) there aren’t a ton of books about it. The best I have found is DSDM: Business Focused Development, Second Edition.

The DSDM consortium creates the Dynamic System Development Method. The new version of DSDM is called Atern. If you are up for something brief and about Atern check out the e-book. Easy to read and high level enough for anyone.