Impact Mapping: Guiding Agile Teams with Customer Obsession (workshop)

1. www.techtalk.at Guiding Teams with Customer Obsession Christian Hassa (ch@techtalk.at, @chrishassa) Claudia Oster (co@techtalk.at, @usabilitytalks) UXDX Dublin, October 7th 2019 Impact Mapping

2. 3 Example: I-Gift

3. 4 Exercise: I-Gift Story Map Work in groups: • prioritize the minimum stories required for a first release • Why did you choose those stories?

4. 5 sponsor goal != user goal valuable business outcome not a set of feature to be delivered Potential to fail every sponsor of a team has a goal Image: http://jaymantri.com/post/107544957053/download

5. 6 Valuable business outcomes Now Future Revenue Costs grow reduce protect avoid

6. 9 Setting Goals: Focus and Sequence low high Organizational-Value short-term, direct long-term, indirect Sphere of influence Improve AppStore Rating More new users (existing customers) More users (new customers) More cross- selling revenue per customer More user recommend- ations Current Rating 2.3 Goal: “Landing Zone” 4 4.5 within 6 months

7. 10 Stop conditions for goals: time and range

8. 11 Steering with goals Goals for “tracking fulfillment” • Self-fulfilling prophecies • Obsolete through changing conditions Goals for “steering” • Open-ended learning, „Experiment“ • Clear goal  Autonomy • Flexible solution  Agility • Sequence and Focus Vs. Traditional Portfolio Reporting & Milestone Tracking Acquisition Retention Activation Revenue Referral

9. 13 Customer Obsession? To satisfy the customer is the mission and purpose of every business. - Peter Drucker

10. 14 Steering with Impacts Image: https://unsplash.com/photos/eUMEWE-7Ewg

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15. 20 Sponsor Goals (Business Outcome) Actors and Impacts (Behaviour Changes) Deliverables (Investment Options) Improve AppStoreRating 2.3  4-4.5 within 6 months Payment too complicated New Mobile App Pay to phone number Users: perform more payments

16. 21 Finding Impacts Actor: Who can help/hinder?Givers pick a gift with higher confidence find out better about their friend’s interest make their friend happier impress their friend more buy cheaper Impact: How does their behavior change? Acquire new users (linked Insta account) Sponsor Goal: Single goal to focus at a given time

17. 22 Exercise: prioritize and focus on one impact Acquire new users (linked Insta account) Givers pick a gift with higher confidence find out better about their friend’s interest make their friend happier impress their friend more buy cheaper Form a hypothesis: Which impact is most relevant to have new users registered?

18. 23 Exercise: pick/ideate relevant stories (features) Acquire new users (linked Insta account) Givers pick a gift with higher confidence find out better about their friend’s interest make their friend happier impress their friend more buy cheaper Which existing stories support your hypothesis of the selected impact? Can you think of further stories that would have this impact?

19. 24 Exercise: how would you test your impact? Acquire new users (linked Insta account) Givers find out better about their friend’s interest How would you test whether a “Giver” could find out better about a friend’s interest? Would you need additional stories to test this?

20. 25 Exercise Focus on your chosen Impact: • prioritize the minimum stories required to test your impact in a first release • add/slice stories as needed Acquire new users (linked Insta account) Givers find out better about their friend’s interest

21. 26 • Avoid abstract Actors: “Giver” and “Friend” could be • Fashionista • Foodie • Fitness-addict • Mountain Biker • Think about Impacts on different Actors • Friend • Influencer • Vendor Don’t miss the “Actors” Icons made by ultimatearm from www.flaticon.com

22. 28 Different usage patterns Image from: Gojko Adzic

23. Structured Learning Exploit Explore Discover Sense How to learn? intentionally serendipitously How to Experiment? Months Optimize Iterate Propose Empathize Days What to evaluate? Customer Focus Current behaviour Feedback Behaviour change KPIs Customer Sponsor Focus HYPOTHESIS  Desirable  Feasible  Valuable

24. Please give us feedback! Christian Hassa (ch@techtalk.at, @chrishassa) Claudia Oster (co@techtalk.at, @usabilitytalks) Impact Mapping with Gojko Adzic in Vienna http://bit.ly/pokeyskills