Effect Mapping: A Better Way to Get Really Usable Results Out of IT Projects

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Talk given at IA Summit 11 in Denver, Colorado, 2011

See http://2011.iasummit.org/sessions/effect-mapping-a-better-way-to-get-really-usable-results-out-of-it-projects/

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Effect Mapping: A Better Way to Get Really Usable Results Out of IT Projects

  1. Effect Mapping:A Better Way to GetReally Usable ResultsOut of IT Projects Jonas Söderström InUse, Sweden
  2. proposed hashtags #effectmap #ias11@jonas_blind_hen
  3. tweet note (ipad) • Tweet your notes • See all tweets with current hashtag • Add other’s tweets to your notes d eive itconc mmat IA Su ! 2010
  4. Swedish government Swedish parliament IKEA SonyEricsson1994
  5. Case #1: Örebro MunicipalityPhoto: Joakim Johansson(Alendri)/ flickr
  6. Full focus on user’s needs
  7. Among top 3 municipality web sites(of 290) in three different evaluations
  8. No traditional specifications document
  9. Case #2: The Swedish Pensions AgencyPhoto: TobiasBjorkgren/ flickr
  10. Voted”Best publicsector website 2010”by the users The Web Service Award
  11. { methodologyeffect mapping
  12. effect mapping{ artifact
  13. Plug in for project models
  14. tweetable Project models focus ontime and budget, but in fact ignores the quality of the delivered product.
  15. tweetableEffect mapping puts focus on the quality-in-use of the end product.
  16. 1 Effects 2 Effect agentseffect mapping 3 Usage goals 4 Actions
  17. 1 Effectseffect mapping
  18. ”Userfriendlyness”
  19. effectsresults valuebenefits
  20. Desired benefits arise only in use.If it isn’t used, it won’t have any effect whatsoever.
  21. means metricsdesired effects
  22. ”implement ”need a muchversion 2.0 of ☞ more stablesystem X” platform””shift to a ”want tomore modern ☞ publish faster,CMS” with less effort””get more ”must increasevisitors to theweb site” ☞ revenue from ads and sales”
  23. ”need a much ”downtime more stable ☞ less than platform” 0.1 %” ”want to ”decrease time publish faster, ☞ to publish pagewith less effort” from 10 to 2 min””must increase ”conversion revenue fromads and sales” ☞ rate up from x to y %”
  24. • Interviews with stakeholders• 2 – 3 workshops with decision makers• ”Why? Why? Why? Why?”• What should be the lasting improvement, after the project is over?• Buy-in on desired effects, KPI / metrics
  25. effect mapping{ artifact
  26. Effects More efficient order management ✘ # # time/order -30 % mistakes -60 %
  27. This is not entirely new.What has proved succesfulis the way to tie the goalsto users and theirusage goals.
  28. 1 Effectseffect mapping
  29. 2 Effect agentseffect mapping
  30. Effects More efficient order management ✘ # # time/order -30 % mistakes -60 % ? ? ?Which users can createthe desired effects?(If it isn’t used, their will be no effects.)
  31. User researchInterviewsObservationsLog analysisContextual analysisWhatever!
  32. demographics
  33. People with similar needs,expectations or behaviourwhen using the product.
  34. What interface doyou like? Are youcomputer literate?
  35. Can you help us toreach the goal? How?
  36. Effects More efficient order management ✘ # # time/order -30 % mistakes -60 %Effect Orderagents recipient
  37. Real-world examples
  38. Case #3: The National Board of Health and Welfare’s web siteEffects Follow our rules! ✘Effectagents nurses doctors health admins
  39. Case #3:The National Board of Healthand Welfare’s web site Traditional web site with ”news” Interviews with +40 users Noone was interested in news or read them!
  40. Case #3:The National Board of Healthand Welfare’s web site Get answers! Medical questions, specific Advice on malpractice issues
  41. Effects Follow our rules! ✘Effectagents need want fact advise
  42. Case #3:The National Board of Healthand Welfare’s web site Get answers! Medical questions, specific Advice on malpractice issues Have my say! Want to influence, critizise, suggest
  43. Effects Follow our rules! ✘Effectagents need want want fact advise to speak
  44. 2 Effect agentseffect mapping
  45. effect mapping 3 Usage goals
  46. Usage goalsWhat are the user’s goals?Why would they use it?The key to success is Understanding user’s goals ... and aligning them with business goals.
  47. Effects More efficient order management ✘ # # time/order -30 % mistakes -60 %Effect Orderagents recipientUsage Want fewer incomplete # incomplete orders -75 %goals forms
  48. The solution must satisfy all goalsUsage Want Mustgoals Need
  49. Effects Follow our rules! ✘EffectagentsUsagegoals • need fact • want advise • want to • must • must speak follow follow • must rules rules follow rules
  50. Real-world documentThe Swedish SocialInsurance Agency
  51. effect mapping 3 Usage goals
  52. effect mapping 4 Actions
  53. Effects More efficient order management ✘ # # time/order -30 % mistakes -60 %Effect Orderagents recipientUsage Want fewer incomplete # incomplete orders -75 %goals forms Validation ✔ ✔ Simplify order formActions ✔ ✔
  54. Effects More efficient order management ✘ # # time/order -30 % mistakes -60 %Effect Orderagents recipientUsage Want fewer incomplete # incomplete orders -75 %goals forms Validation ✔ ✔ Simplify order formActions ✔ ✔
  55. Effects More efficient order management ✘ # # time/order -30 % mistakes -60 %Effect Orderagents recipientUsage Want fewer incomplete # incomplete orders -75 %goals forms Validation ✔ ✔ Simplify order formActions Input to IA, ✔ ✔ interaction, graphic design
  56. Case #4:Big pharma: retro-fitting effects
  57. IT system tracking samples After 3 years: +300 change requests Go back: What were the original benefits expected?
  58. IT system tracking samples 90 request were irrelevant to the desired benefits Saved: 1,5 years of system development
  59. To summarize:Increased buy-inUnified documentGoal in sightTracabilityBuilt-in measurementsFocus on benefits for theorganisation ...... and qualities of usefor the user
  60. Questions?• Effect managment?• UX/IT in Sweden?• My book ”Stupid bloody system! – UX as a cause of stress in the workplace”?• The welfare state?• The Swedish Bikini Team?
  61. Be in touch! jonas.soderstrom@inuse.se Twitter: Jonas_Blind_Hen Slideshare: Jonas_inUse In English: www.javlaskitsystem.se/english Cell: +4673–660 32 14Photo: Björn Falkevik

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