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Impact mapping in pratica

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La teoria la conosciamo: l’Impact Mapping è un potente strumento di pianificazione strategica. Ma cosa significa utilizzarlo nel concreto? Come muovere i primi passi?
Noi l’abbiamo fatto e vogliamo condividere con voi alcune lessons learned.
Da come organizzare sessioni di Impact Mapping con gli stakeholder a come cercare di renderlo uno strumento vivo nella conduzione di progetto.
E voi? Avete già avuto l’occasione di metterlo in pratica?

Published in: Technology
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Impact mapping in pratica

  1. 1. Impact Mapping in pratica IAD 2019
  2. 2. 10
  3. 3. 1. Un obiettivo di business 2. Un KPI sfidante 3. Un team ad hoc per fare e-2-e E’ iniziata così ...
  4. 4. Strumento di pianificazione strategica creato da G. Adzic Percorso dall’obiettivo di business alle azioni Esplicita come cambiare il comportamento degli attori Impact mapping
  5. 5. Come organizzare una sessione di Impact Mapping
  6. 6. Cosa serve - Luogo dedicato - Appuntamento in agenda - Partecipanti - Impact Map - Facilitatore - Materiali vari per facilitazione (lavagne, proiettori, post-it, ecc.) … curiosità e apertura
  7. 7. Il setting 1. Introduzione Impact Map 2. Cos’è un impatto? 3. Mappe d’esempio 4. Regole del gioco 5. Definizione obiettivo Perché la sessione sia efficace: obiettivo chiaro e compreso dai partecipanti
  8. 8. Le persone da coinvolgere - Facilitatore - Product Owner - Rappresentanti varie funzioni - Membri del team - Stakeholder diretti e indiretti Perché la sessione sia efficace: varietà di expertise e aree di competenza
  9. 9. La durata Ipotesi di agenda: - 30 min. per introdurre l’IM - 15-30 min. per l’obiettivo* - 90-120 min. per prima bozza IM - 15 min. riepilogo Considerate la possibilità di più sessioni / più gruppi di lavoro. Perché la sessione sia efficace: dopo 2 ore il focus crolla
  10. 10. Qualche dritta... Fatto, non perfetto - La mappa dev’essere sufficiente per farvi partire - Si arricchirà lungo il percorso - Non è mai definitiva Prima bozza - Fate una mappa di prova prima della sessione - Verificate che emergano tutti gli attori durante la sessione comune Focus su impatti - Il cuore della mappa sono i comportamenti da cambiare - i deliverable variano nel tempo, i comportamenti no
  11. 11. Come rendere l’Impact Map uno strumento vivo
  12. 12. Ho la mappa! E adesso? Noi la stiamo usando così: - nel backlog - nelle demo - nei refinement con gli stakeholder - per allineamento interno con collaboratori - in corrispondenza del funnel di vendita
  13. 13. Product backlog
  14. 14. Demo
  15. 15. Allineamento con gli stakeholder More of them are exposed to XXX offers (Main KPI: show rate) More of them notice XXX offers (Main KPI: CTR) Start understanding benefits (Main KPI: CTR) Play more with XXX offers (Main KPI: CTR) Buy more XXX with us (Main KPI: CR) Flight buyers Product increment Y ACTOR IMPACT Experiment 7 Product increment Z Experiment 1 Experiment 2 Experiment 3 EXPERIMENTS Experiment 4 Experiment 5 Experiment 6
  16. 16. More of them are exposed to XXX offers (Main KPI: show rate) More of them notice XXX offers (Main KPI: CTR) Start understanding XXX benefits (Main KPI: CTR) Play more with XXX offers (Main KPI: CTR) Buy more XXX instead of YYY (Main KPI: CR) Less of them abandon XXX path (Main KPI: exit rate) AWARENESS ACQUISITION ACTIVATION REVENUE RETENTION ACTOR IMPACT FUNNEL Flight shoppers Con il funnel di vendita
  17. 17. Cosa faremmo diversamente ... I primi per primi - Individuare gli attori più importanti - Definirne le personas - Priorità a soddisfare i loro bisogni Negoziare il goal - Quali sono le reali aspettative? Prendetevi il tempo di approfondirle... - A che condizioni raggiungerlo? Quali trade- off? Stakeholder contrari Mai sottovalutarli! Hanno avuto un impatto sul nostro KPI posticipando degli esperimenti,
  18. 18. E’ più importante abbracciare il modo di pensare che l’artefatto in sé … ma un plotter per amico può semplificarvi la vita 😉
  19. 19. - Impact Mapping: Making a big impact with software products and projects - Gojko Adzic - Impact Mapping site - 5 Simple Steps to Run your First Impact Mapping Session - Anton Zotin - Impact Mapping — How To Use It - Getting the most out of impact mapping - Ingrid Domingues, Gojko Adzic, Johan Berndtsson - Impact Mapping. An engaging, graphical, strategic planning technique - Justin Holmes - Using impact mapping to help your team experiment - Justin Holmes Riferimenti Interessati ad approfondire l’argomento? Contattami email: susanna.fer@gmail.com twitter: @si-haya Susanna Ferrario Head of Product at lastminute.com
  20. 20. thanks lmgroup.lastminute.com

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