Tuure Tuunanen Ken Peffers Charles Gengler Requirements Gathering and Analysis for Wide Audience End-Users: CASE E-Advertiser System Tuure Tuunanen Ken Peffers Charles Gengler 24.2.2019

24.2.2019

Outline Motivation of the study Background Case and method description Practical results Theoretical results 24.2.2019

Motivation of the study 1 of 2 More and more IS is developed for diverse external end-users These external end-users can be consumers, as in the case of the JAVA enabled Phones and Digital TV sets i.e. Wide Audience End-Users. (Tuunanen 2003) Traditional views do not live up to the challenge i.e. the received view is that requirements are out there to be gathered by the requirements engineers (Jirotka & Goguen, 1994). 24.2.2019

Motivation of the Study 2 of 2 We argue that Often the end-users cannot express their needs The end-users are scattered and outside the ISD environment Hence, we claim that new methods are needed to elicit the hidden needs of wide audience of end-users. Many of them do not exist currently i.e. do not have historical requirements and relationships. In addition, these goals and specifications should be expressed in a semi-formal language that is accessible for stakeholders 24.2.2019

Theoretical Background 1 of 2 Requirements determination – Requirements Engineering Requirements determination a lively topic in IS during late 1980s and early 1990s Discussion has shifted to Software Engineering where an own discipline has emerged. Requirements Engineering Journal, International RE conference, REFSQ in CAiSE etc. 24.2.2019

Theoretical Background 2 of 2 IS Planning - Critical Success Chains (Peffers, Gengler & Tuunanen 2003) Using a cognitive method to requirements gathering (Peffers, Gengler & Tuunanen 2003) Presenting the requirements in a ‘rich enough’ level across stakeholders (Peffers and Tuunanen 2002; Peffers & Tuunanen forthcoming in I&M) 24.2.2019

CASE Helsingin Sanomat Helsingin Sanomat is the biggest daily newspaper in Scandinavia with a daily circulation of 430 000 and more than one million daily readers. We were hired by Electronic Commerce Institute to study how external end-users can used in requirements elicitation Our task was to do requirements gathering and analysis for the second release of the e-Ad Traffic and Ad information system. 24.2.2019

HS CASE 3. Analysis 2. Requirements Gathering Clustering the data manually First themes, then connecting ladders to themes Creating CSC Maps Laddering technique Values/Goals 4. Managing and Presenting Requirements Consequences why? Needs / Features 5. Workshop 1. Pre-Study Introduction of the Spreadsheet tool to client Testing validation method, Feedback Project defination Lead Users (LU) Participant selection 6. Validating requirements Web-survey another group of lead-users 7. Report to the Client Business report that resulted to a Product Roadmap for 2004-2006 HS CASE 24.2.2019 IDEA

Participant selection Regular small scale advertisers 5 Irregular small scale advertisers 4 Medium scale advertisers 5 Large scale advertisers 5 Users from within HS 5 Media and ad agency users 6 click 24.2.2019

Lead-Users click 24.2.2019

Laddering click 24.2.2019

Workshop Feedback Q: Now afterwards workshop do you understand the goals of the customers described in maps (1-5)? A: 1,80 (very well – well) Q: Was the workshop useful in your opinion? (1-5)? A: 1,40 (very useful – useful) click 24.2.2019

Validating / Ranking Requirements Example: 1. Order confirmation Survey value score: 1201 Subtheme: Immediate Feedback Reasoning: It makes it easier to make and modify plans, to react to events. This leaves me better in control of the process and that helps me get a better return on my advertising investments. MAP 1 We listed TOP-10 in this detail level. click 1The index is calculated by summing inverted rankings of features. 24.2.2019

Practical Results to Client 1 of 2 The Client built a release roadmap based on the results of the study. A definite YES, we would do it again. Next time we would like to be more in part of the process and co-operate with the analyst. The best results of the study was that the focus of the project became clearer. Results enabled to better justify validity of the features to steering committee based on customers’ preferences and reasoning. 24.2.2019

Practical Results to Client 2 of 2 The results helped them to prioritize the requirements The report has helped the communication between business and technical people. The interview recordings were used to drill down to thoughts of the customers by several people. DVD-ROM version of the widely used by the project management v2.0 went to production in Jan 2004. 24.2.2019

Theoretical Results We fill the gap in the literature: the lack of support for the information systems developed for wide audience end-users. An effective way for elicitation of the requirements from diverse end-users. Users do not need to know in advance what features they want They do not have be experts in design We provide a way to reach the external end-users of wide audience IS by using a lead-user concept. A modified version of representation dimension to facilitate agreement between stakeholders We validate the found requirements with a novel web survey 24.2.2019

Future Research Global Multiple Case Study Context: Innovative Mobile Services What kind of innovative features have high value for customers and why? How the value of the services differ in different cultures? How to identify ways to find lead-users for innovative IT applications? 24.2.2019

Frågor? ¿Preguntas? Kysymyksiä? Vragen? Questions? 24.2.2019