David Fernández Pérez de Zabalza

In an Agile development environment and within the SCRUM framework, I perform the tasks associated with the role of ScrumMaster in those projects in which I have no direct contact with the client or direct responsibility for the product developed.

Otherwise, in those projects in which I have direct responsibility, I start by working closely with the client in order to define the business goals of the website, the user needs to be covered and indicators to help measure the accomplishment of the goals.
From this point:
- Based on the objectives and needs of the target I define the Information Architecture. Also with direct involvement of users using adequate collaborative tools when necessary.
- I establish and implant Search Engine Optimization strategy focused on the most appropriate  keywords, selected according to the established objectives.
- I assure compliance with accessibility criteria based on Web Content Accessibility Guidelines (WCAG) and usability based on heuristics criteria or user test.
- I also establish web analytics strategy and I configure Google Analytics in order to measure  the level of fulfillment of the objectives using a dashboard as simple as possible.
- I assure the minimum compliance with the Law on Information Society and Electronic Commerce (LSSICE) and of the Organic Law on Data Protection (LOPD)

When the website is already implemented but not meeting the goals:
- I analyze the existing web analytics data with a double goal:
  - to define and implement actions to optimize SEO in order to attract more quality traffic.
- to determine the behavior of the web site users and potential leak points that are not encouraging the conversion of visits in accomplished goals.
- I develop techniques in order to improve the usability of the website or application, using user tests or A/B testing, aimed at improving the conversion.

And, whenever necessary, I sweep, dust and bring snacks to the office :-)