Impact Driven Delivery
description
Transcript of Impact Driven Delivery
IMPACT DRIVENDELIVERY
HOW TO DELIVER DESIRABLE PRODUCTS
#impactmapping #impactmanagement #UX
@ingriddomingues @HeedTheNeed
INGRID DOMINGUES
@ingriddomingues
STOCKHOLM GÖTEBORG MALMÖ
SARA LERÉN
@HeedTheNeed
WHAT IS THIS ”IMPACT DRIVEN SCRUM”
THING
HOW CAN IT HELP YOU?AND
Impact Management is an approach that sums up techniques and practices in order to deliver expected outcome for business and users. It was originally aimed for digital design projects, but has also inspired organizational development projects.
The most prominent part is the Impact Map, that visualizes the idea of how business value is generated through use of the service or product.
We first presented the idea of Impact Mapping in 2002, in a paper called “From Business to Buttons”. The initial concept was then detailed into Impact Management and published in the book “Effektstyrning av IT” (in Swedish, Liber 2004), and then translated into English and published as Effect Managing IT (out of print, Copenhagen Business School Press, 2007). In 2005 we also started teaching Impact Mapping and Management. The first international workshop was held in 2007 at the yearly From Business to Buttons conference.
Impact Mapping caught on in the agile software community around 2010. They spread the word about the method at conferences and courses as well as informal meetups all over the world. The agile delivery aspect of Impact Mapping was described by Gojko Adzic in the 2012 book Impact Mapping, which was recently translated into both Chinese and Japanese.
#impactmanagement
makes everyone focus on desired
outcomes
GOOD DESIGN?
“If I’d asked my customers what they wanted,
they would have said, ‘A faster horse!’”
Henry Ford
Summary Day 1NEED FOR SPEED
Increased speed enables faster experimentation
Continuous experimentation is required
to make sure you are on track
Customers don’t know what they
want
Small, cross-
functional, selfdirected
teams
SCRUM?
SCRUM?
#impactmappingis a great tool to describe desired
outcome
IMPACT MAP
WHYIMPACT ON BUSINESS
HOWIMPACT ON USE
WHATSOLUTION
AIM or SLOGAN
DOMAIN and its METRICS
USER and her
NEEDS
CAPABILITY and its
FUNCTIONS
WHYIMPACT ON BUSINESS
HOWIMPACT ON USE
WHATSOLUTION
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 andGENERATING SUGGESTIONS
GROUND FOR SPECIFICATION
A few defined rules and structures makesthe 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
IMPACT MAP EFFEKTKARTA ®
WHY
IMPACT MAP EFFEKTKARTA ®
WHY
HOW
IMPACT MAP EFFEKTKARTA ®
WHY
HOW
WHAT
IMPACT MAP EFFEKTKARTA ®
#impactmanagementmakes it possible to validate ideas and deliveries along the
way
GENERATE LEADS5% of visitors to pages with a ”Contact me”-button should submit the contact form
Function:Super easy to find solutions based on symptoms
1THE CURIOUS
Doctors and nurses looking for the best wound care or surgical products
Need:Want quick answers to specific questions
IMPACT MANAGEMENT EFFEKTYRNING ®
As a USER I want a FUNCTION/CAPABILITY
in order to fulfil my NEED
Explicit needs
HUR DO PEOPLE EXPRESS THEIR NEEDS?
Visible needs
Latent needs
Summary Day 1EXPERIMENT TO EVALUATE SUCCESS!
Increased speed enables faster experimentation
Continuous experimentation is required
to make sure you are on track
Customers don’t know what they
want
Small, cross-
functional, selfdirected
teams
Evaluate design patterns User Stories with UX acceptance criterias Validate that design meets user needs Validate that long-term metrics are met
EVALUATE SUCCESS – Early and continuously
QUESTIONS?
WHYIMPACT ON BUSINESS
HOWIMPACT ON USE
WHATSOLUTION
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 andGENERATING SUGGESTIONS
GROUND FOR SPECIFICATION
MEANINGFUL METRICS
• Are a direct result of use• Describe something that is
important for the business to achieve
• Must be measurable
START WITH DOMAINS
• Productivity• Effectiveness• Time spent• Customer
satisfaction• Recurrent
customers
• Conversion• Correctness• Brand
awareness• Recommendati
on• Learnability• …
CONTINUE WITH METRICS
SIMPLICITY
90% of users should consider the new reader to be as simple, or considerably simpler, than the existing reader
CORRECTNESS
90% reduction in cases where controllers catch customers who have, without realizing, paid too little
FLOW
80% of drivers should consider the new reader to cause less or equal queues compared with today
OBJECTIVEMETRICS
QUANTITATIVEMETHODS
QUALITATIVEMETHODS
SUBJECTIVEMETRICS
OBSERVED BEHAVIOUR Log analytics, user testing &field studies
• Visitor behaviour
• Success rate
ANALYSED OPINIONSUser testing, in-depth interviews, focus groups • Attitudes • Explained behaviour
MEASUREMENTSLog analytics, absolute
measurements • No. of mistakes• Conversion rate
• No. of returning customers• Task time
MEASURED OPINIONSSurveys
• Attitudes• Satisfaction
• Estimated time spent• Estimated quality
#impactmanagement
means measuring success
MEANINGFUL METRICS
• Are a direct result of use• Describe something that is
important for the business to achieve
• Must be measurable
MEANINGFUL AIMS
• Consists of one sentence• Summarises the metrics• Describes the value that the
solution brings to the business• Can be completed with a catchy
slogan
WHYIMPACT ON BUSINESS
HOWIMPACT ON USE
WHATSOLUTION
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 andGENERATING SUGGESTIONS
GROUND FOR SPECIFICATION
The Eager
The Focused
Explicit needs
HUR DO PEOPLE EXPRESS THEIR NEEDS?
Visible needs
Latent needs
GembaGEMBA – WHERE IT HAPPENS
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 designse.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
WHYIMPACT ON BUSINESS
HOWIMPACT ON USE
WHATSOLUTION
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 andGENERATING SUGGESTIONS
GROUND FOR SPECIFICATION
THE KANO MODELWHAT KIND OF VALUE DOES THE FUNCTION GIVE THE USER?
IMPACT MANAGEMENT PROCESS
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
• The Backlog is a transition of the Impact Map
Some AMENDMENTS to Scrum in order to be IMPACT DRIVEN
• UX Lead will see to it that User Stories with user interaction are defined in Backlog Refinement sessions
• User Stories (with user interaction) contain design and UX acceptance criterias
• Definition of Done contains UX validation
• Deliveries are tested with users