Agile coaches

An agile coach helps teams or individuals adopt and improve agile methods and practice.

They will:

  • be responsible for the strategic application of agile methods within the organisation
  • guide senior management to ensure successful delivery
  • help people rethink and change the way they go about service development and true digital transformation
  • mentor and coach teams and individuals to improve performance and efficiency

Business analysts

A Business Analyst will undertake and co-ordinate the analysis and collection of information to create recommendations for service design and improvements

They will:

  • work closely with the Product Owner to understand the business drivers and desired outcomes, and ensure proposed solutions and prototypes are in line with these.
  • help to translate the designs into stories for the developers,
  • help recommend and design modelling and testing approaches / methodologies
  • evaluate, analyse and support business change impacts.

Content designers

Your content designer is responsible for the content in your service.

They will:

  • develop content plans and strategies based on user needs
  • write for your audience – writing clear and simple content in plain English
  • review content to make sure it’s accurate, relevant and written in line with house style
  • identify opportunities to improve content based on research and evidence
  • communicate the principles of good content design, explaining the benefits
  • work for the users of your service by challenging requests that don’t support their needs

Delivery managers

Your delivery manager or scrum master is responsible for:

  • setting up the agile environment your team needs to build and iterate a user-centred service
  • removing obstacles or blockers to progress
  • helping your service team become better at autonomously organising their own work


You need developers on your team to:

  • build software with a focus on what users need from your service and how they’ll use it
  • write, adapt, maintain and support code
  • continually improve the service with new tools and techniques
  • solve technical problems

Dev ops specialists

Web operations engineers are sometimes called systems administrators, operations engineers or site reliability engineers. They will help your service team by:

  • running your production systems
  • helping the development team build software that’s easy to use
  • working with developers to optimise existing applications and design new ones
  • encouraging everyone (developers, delivery managers, product managers) to think about how new applications will be run and maintained

Product managers

A product manager is responsible for the quality of their product/s.

They will:

  • work closely with service and product owners and other key stakeholders to define the vision for the product
  • will use knowledge of user needs and business goals to frame problems and agree priorities for delivery teams.
  • will manage their product through discovery, alpha, beta and live states
  • will balance financial considerations with prioritisation of benefits delivery

Programme managers

Your programme management will be managing several related projects, often with the intention of improving performance.

They will:

  • manage a programme or portfolio of multiple projects to deliver business transformation
  • manage stakeholder relationships and expectations
  • ensure delivery within the programmes time, quality and budget parameters
  • protect the team to drive forward the programme aims


The quality of any digital service is the responsibility of the entire team, but testers bring specialist skills to make sure a service is thoroughly tested.


  • drive quality assurance and ensures team put quality first
  • work closely with developers to develop and implement test strategy
  • make sure automation testing is in place, and carried out to the right extent and at the right levels
  • carry out exploratory, functional and non-functional testing

User experience designers

Your user experience designer cares about how your service is laid out. They are in charge of designing each screen or page to visually communicate the path for a user to follow.

They will:

  • carry out design analysis to understand user and business requirements
  • analyse user journeys through the end to end service
  • create a cohesive visual style guide
  • make sure a consistent design language is applied across the product

User researchers

Your user researcher will help you to understand your users. So your team design the right service in the right way to meet your user needs.

They will:

  • plan a programme of research for your service
  • design, conduct and analyse user research using a range of techniques
  • develop a clear understanding of and empathy for your users
  • provide guidance on design based on their understanding of your users’ needs and behaviour
  • develop a suite of user needs to guide the service development at all stages