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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

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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/

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 Get Really Usable Results Out 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 it conc mm at IA Su ! 2010
  4. Swedish government Swedish parliament IKEA SonyEricsson 1994
  5. Case #1: Örebro Municipality Photo: 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 Agency Photo: Tobias Bjorkgren/ flickr
  10. Voted ”Best public sector web site 2010” by the users The Web Service Award
  11. { methodology effect mapping
  12. effect mapping { artifact
  13. Plug in for project models
  14. tweetable Project models focus on time and budget, but in fact ignores the quality of the delivered product.
  15. tweetable Effect mapping puts focus on the quality-in-use of the end product.
  16. 1 Effects 2 Effect agents effect mapping 3 Usage goals 4 Actions
  17. 1 Effects effect mapping
  18. ”Userfriendlyness”
  19. effects results value benefits
  20. Desired benefits arise only in use. If it isn’t used, it won’t have any effect whatsoever.
  21. means metrics desired effects
  22. ”implement ”need a much version 2.0 of ☞ more stable system X” platform” ”shift to a ”want to more modern ☞ publish faster, CMS” with less effort” ”get more ”must increase visitors to the web 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 page with less effort” from 10 to 2 min” ”must increase ”conversion revenue from ads 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 succesful is the way to tie the goals to users and their usage goals.
  28. 1 Effects effect mapping
  29. 2 Effect agents effect mapping
  30. Effects More efficient order management ✘ # # time/order -30 % mistakes -60 % ? ? ? Which users can create the desired effects? (If it isn’t used, their will be no effects.)
  31. User research Interviews Observations Log analysis Contextual analysis Whatever!
  32. demographics
  33. People with similar needs, expectations or behaviour when using the product.
  34. What interface do you like? Are you computer literate?
  35. Can you help us to reach the goal? How?
  36. Effects More efficient order management ✘ # # time/order -30 % mistakes -60 % Effect Order agents recipient
  37. Real-world examples
  38. Case #3: The National Board of Health and Welfare’s web site Effects Follow our rules! ✘ Effect agents nurses doctors health admins
  39. Case #3: The National Board of Health and 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 Health and Welfare’s web site Get answers! Medical questions, specific Advice on malpractice issues
  41. Effects Follow our rules! ✘ Effect agents need want fact advise
  42. Case #3: The National Board of Health and 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! ✘ Effect agents need want want fact advise to speak
  44. 2 Effect agents effect mapping
  45. effect mapping 3 Usage goals
  46. Usage goals What 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 Order agents recipient Usage Want fewer incomplete # incomplete orders -75 % goals forms
  48. The solution must satisfy all goals Usage Want Must goals Need
  49. Effects Follow our rules! ✘ Effect agents Usage goals • need fact • want advise • want to • must • must speak follow follow • must rules rules follow rules
  50. Real-world document The Swedish Social Insurance Agency
  51. effect mapping 3 Usage goals
  52. effect mapping 4 Actions
  53. Effects More efficient order management ✘ # # time/order -30 % mistakes -60 % Effect Order agents recipient Usage Want fewer incomplete # incomplete orders -75 % goals forms Validation ✔ ✔ Simplify order form Actions ✔ ✔
  54. Effects More efficient order management ✘ # # time/order -30 % mistakes -60 % Effect Order agents recipient Usage Want fewer incomplete # incomplete orders -75 % goals forms Validation ✔ ✔ Simplify order form Actions ✔ ✔
  55. Effects More efficient order management ✘ # # time/order -30 % mistakes -60 % Effect Order agents recipient Usage Want fewer incomplete # incomplete orders -75 % goals forms Validation ✔ ✔ Simplify order form Actions 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-in Unified document Goal in sight Tracability Built-in measurements Focus on benefits for the organisation ... ... and qualities of use for 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 14 Photo: Björn Falkevik

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