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IMPACT DRIVEN SCRUM DELIVERY
HOW TO DELIVER DESIRABLE PRODUCTS
#impactmapping #impactmanagement #UX @ingriddomingues @HeedTheNeed
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INGRID DOMINGUES
@ingriddomingues
STOCKHOLM GÖTEBORG MALMÖ
SARA LERÉN
@HeedTheNeed
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WHAT IS THIS ”IMPACT DRIVEN DELIVERY”
THING
HOW CAN IT HELP YOU?
AND
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IMPACT
MAPPING MAP
MANAGEMENT Framework
Task
Model
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IMPACT
MAPPING MAP
MANAGEMENT Framework
Task
Model
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IMPACT MAP
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IMPACT MAP EFFEKTKARTA ®
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WHY
IMPACT MAP EFFEKTKARTA ®
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WHY
HOW
IMPACT MAP EFFEKTKARTA ®
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WHY
HOW
WHAT
IMPACT MAP EFFEKTKARTA ®
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WHY IMPACT ON BUSINESS
HOW IMPACT ON USE
WHAT SOLUTION
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WHY IMPACT ON BUSINESS
HOW IMPACT ON USE
WHAT SOLUTION
AIM or SLOGAN
DOMAIN and its METRICS
USER BEHAVIOURS
NEEDS
CAPABILITY
FUNCTIONS
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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
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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
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#impactmap describe metrics
for desired outcome
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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
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START WITH DOMAINS
• Productivity
• Effectiveness
• Learning
• Customer satisfaction
• Recurrent customers
• Conversion
• Correctness
• Brand awareness
• Recommendation
• Learnability
• …
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CONTINUE WITH METRICS
Something that people think, feel or do when (or after) using the product
= there must be a causality
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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
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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
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MEANINGFUL AIMS/SLOGANS
• Consists of one sentence
• Summarises the metrics
• Describes the value that the solution brings to the business
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EXERCISE 1 Metrics
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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.
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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
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The Eager
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The Focused
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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...”
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PRIORITISE
• Will give guidance for the project:
– Release plan
– Design
– Cuttings
• Defined by business managers. Based on:
– Number of users
– Activity
– Impact on others
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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”
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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
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EXERCISE 2 Users
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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.”
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IMPACT
MAPPING MAP
MANAGEMENT Framework
Task
Model
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• Aim for sustainability
• Design for behaviours
• Test in use
• Decide on outcome
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Ability to make investment decisions
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Ability to make investment decisions
HIGH
LOW
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Consequences of fail
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Consequences of fail
SEVERE LIMITED
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Ability to make investment decisions
HIGH
LOW
Consequences of fail
SEVERE LIMITED
http://www.infoq.com/articles/most-impact-mapping
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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
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#impactmanagement makes it possible to validate ideas and deliveries along the
way
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EXERCISE 3 Design evaluation
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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
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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?
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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
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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
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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
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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
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THANK YOU!
inuseexperience.com
@HeedTheNeed @ingriddomingues
@inuse_swe