IMPACT DRIVEN SCRUM DELIVERY

HOW TO DELIVER DESIRABLE PRODUCTS

#impactmapping #impactmanagement #UX @ingriddomingues @HeedTheNeed

INGRID DOMINGUES

@ingriddomingues

STOCKHOLM GÖTEBORG MALMÖ

SARA LERÉN

@HeedTheNeed

WHAT IS THIS ”IMPACT DRIVEN DELIVERY”

THING

HOW CAN IT HELP YOU?

AND

IMPACT

MAPPING MAP

MANAGEMENT Framework

Task

Model

IMPACT

MAPPING MAP

MANAGEMENT Framework

Task

Model

IMPACT MAP

IMPACT MAP EFFEKTKARTA ®

WHY

IMPACT MAP EFFEKTKARTA ®

WHY

HOW

IMPACT MAP EFFEKTKARTA ®

WHY

HOW

WHAT

IMPACT MAP EFFEKTKARTA ®

WHY IMPACT ON BUSINESS

HOW IMPACT ON USE

WHAT SOLUTION

WHY IMPACT ON BUSINESS

HOW IMPACT ON USE

WHAT SOLUTION

AIM or SLOGAN

DOMAIN and its METRICS

USER BEHAVIOURS

NEEDS

CAPABILITY

FUNCTIONS

WHY IMPACT ON BUSINESS

HOW IMPACT ON USE

WHAT SOLUTION

AIM or SLOGAN

DOMAIN and its METRICS

USER BEHAVIOURS

NEEDS

CAPABILITY and its

FUNCTIONS

SCOPING

MEASURING LONG-TERM SUCCESS

PRIORITIZING

TESTING DESIGN

EVALUATING SOLUTIONS and GENERATING SUGGESTIONS

GROUND FOR SPECIFICATION

A few defined rules and structures makes the Impact Map a solid ground for design, planning and quality assurance, thus delivering desired value:

1. The WHY must consist of at least two actionable metrics with a timeframe

2. The HOW must be based on user studies, even if rudimentary

3. The HOW must be prioritized, based on impact on the WHY

4. Every point in the chain from WHY to WHAT should add a clear value

#impactmap describe metrics

for desired outcome

WHY IMPACT ON BUSINESS

HOW IMPACT ON USE

WHAT SOLUTION

AIM or SLOGAN

DOMAIN and its METRICS

USER and her

NEEDS

CAPABILITY and its

FUNCTIONS

SCOPING

MEASURING LONG-TERM SUCCESS

PRIORITIZING

TESTING DESIGN

EVALUATING SOLUTIONS and GENERATING SUGGESTIONS

GROUND FOR SPECIFICATION

START WITH DOMAINS

• Productivity

• Effectiveness

• Learning

• Customer satisfaction

• Recurrent customers

• Conversion

• Correctness

• Brand awareness

• Recommendation

• Learnability

• …

CONTINUE WITH METRICS

Something that people think, feel or do when (or after) using the product

= there must be a causality

SOME EXAMPLES ON METRICS

LEARNING

20% of visitors should move between 2 or more content types (learning, treatment, knowledge…)

80% of visitors shold consider that they have reached a much greater understanding on ….

GENERATE LEADS

5% of visitors to pages with ”contact me” button should fill in the form

OBJECTIVE METRICS

QUANTITATIVE METHODS

QUALITATIVE METHODS

SUBJECTIVE METRICS

OBSERVED BEHAVIOUR Log analytics, user testing & field studies • Visitor behaviour • Success rate

ANALYSED OPINIONS User testing, in-depth interviews, focus groups • Attitudes • Explained behaviour

MEASUREMENTS Log analytics, absolute measurements

• No. of mistakes • Conversion rate

• No. of returning customers • Task time

MEASURED OPINIONS Surveys

• Attitudes

• Satisfaction • Estimated time spent

• Estimated quality

MEANINGFUL AIMS/SLOGANS

• Consists of one sentence

• Summarises the metrics

• Describes the value that the solution brings to the business

EXERCISE 1 Metrics

EXERCISE 1 - METRICS

● Write metrics. 10 min.

● Read the aim and the domains

● Think about how to measure success

● Write at least one metric for each domain

● Presentation and discussion

Tip: Think about quantitative vs. qualitative methods, subjective vs. objective metrics.

WHY IMPACT ON BUSINESS

HOW IMPACT ON USE

WHAT SOLUTION

AIM or SLOGAN

DOMAIN and its METRICS

USER and her

NEEDS

CAPABILITY and its

FUNCTIONS

SCOPING

MEASURING LONG-TERM SUCCESS

PRIORITIZING

TESTING DESIGN

EVALUATING SOLUTIONS and GENERATING SUGGESTIONS

GROUND FOR SPECIFICATION

The Eager

The Focused

Spends time thinking about interior decoration and smart solutions for their own home, or even other peoples homes. Collecting smart and beatutiful solutions for now or the future, and likes to share their ideas with others.

NEEDS • Wants to be inspired about new design and renovations • Wants to daydream

The Dreamer ”This could be very nice when...”

PRIORITISE

• Will give guidance for the project:

– Release plan

– Design

– Cuttings

• Defined by business managers. Based on:

– Number of users

– Activity

– Impact on others

NEEDS

• A sentence that starts with either

– WANTS – close at heart

– MUST – resistance

• The sentence should give guidance for validating designs e.g ”wants to easily check what she has paid for”

MEANINGFUL NEEDS

• Describes why the product or service is used

• Shall make it possible to know what is needed to satisfy the user

• Avoid talking about functions, keep asking ”Why?” until you get to the real need

EXERCISE 2 Users

EXERCISE 2 - USERS

● Name the users. 10 min.

● Read the user descriptions

● What sets them apart from each other?

● Come up with a name for each user that summarizes the description

● Presentation and discussion

Tip: Think about usage patterns, not demographics. E.g. ”The Busy Bee” instead of ”Female, age 37.”

IMPACT

MAPPING MAP

MANAGEMENT Framework

Task

Model

• Aim for sustainability

• Design for behaviours

• Test in use

• Decide on outcome

Ability to make investment decisions

Ability to make investment decisions

HIGH

LOW

Consequences of fail

Consequences of fail

SEVERE LIMITED

Ability to make investment decisions

HIGH

LOW

Consequences of fail

SEVERE LIMITED

http://www.infoq.com/articles/most-impact-mapping

Evaluate hypothezis

User Stories with UX acceptance criterias

Validate that design meets user needs

Validate that long-term metrics are met

EVALUATE SUCCESS – Early and continuously

#impactmanagement makes it possible to validate ideas and deliveries along the

way

EXERCISE 3 Design evaluation

WHY IMPACT ON BUSINESS

HOW IMPACT ON USE

WHAT SOLUTION

AIM or SLOGAN

DOMAIN and its METRICS

USER and her

NEEDS

CAPABILITY and its

FUNCTIONS

SCOPING

MEASURING LONG-TERM SUCCESS

PRIORITIZING

TESTING DESIGN

EVALUATING SOLUTIONS and GENERATING SUGGESTIONS

GROUND FOR SPECIFICATION

EXERCISE 3 - EVALUATION

● Pick a design. 10 min.

● Study the impact map

● Study the two different designs

● Based on the impact map, decide which design is best

● Presentation and discussion

Tip: Which design can best help create the desired impact? Which design will satisfy the needs of the highest prioritised user?

PRODUCT STRATEGY

Product Owner

UX Lead

- Buliding the right thing

- Thinking far ahead

DELIVERY

Scrum Master

Team

- Building in the right way

- Producing executable code

Some AMENDMENTS to Scrum in order to be IMPACT DRIVEN

• The Product Owner has clear priorities, based on expected user and business impact

• UX Lead answers to all User Interface design related questions and is always available for the team

• The Backlog is a transition of the Impact Map

Some AMENDMENTS to Scrum in order to be IMPACT DRIVEN

• Backlog Refinement sessions are planned for by UX Lead, unclear issues are resolved as early as possible

• User Stories (with user interaction) contain design and UX acceptance criterias

• Definition of Done contains UX validation

• Deliveries are tested with users

Further reading

• Impact-Driven Scrum Delivery http://www.methodsandtools.com/archive/impactdrivenscrum.php

• Getting the most out of Impact Mapping http://www.infoq.com/articles/most-impact-mapping

THANK YOU!

inuseexperience.com

@HeedTheNeed @ingriddomingues

@inuse_swe