The document discusses using impact maps and story maps to deliver value in agile product development. Impact maps help define high-level goals and outcomes and map deliverables to their impacts on stakeholders. Story maps focus on a particular stakeholder impact and refine deliverables into releases to support backlog management and collaboration. They allow optimizing and refining scope through prioritizing user activities and stories. The document provides examples of using both techniques and emphasizes measuring outcomes and impacts to validate assumptions and provide feedback.

1. DELIVERING WHAT REALLY MATTERS
Impact Maps and
Story Maps
Christian Hassa - ch@techtalk.ch - Twitter: @chrishassa
Swiss Requirements Day Zurich, June 18th 2014

2. 8
Agile Requirements

3. 9
What makes user stories agile?
• Describe user needs or features
• Unit of planning/prioritization
Help solving the right problem
•Solution options
•Mechanism to defer detail
•Reminder for a conversation
•Evolve over time:
desired outcome  specification

4. 10
People fear uncertainty:
They rather make a decision now and
run the risk of being wrong,
than continue in a state of
uncertainty.
- Chris Matts (@papachrismatts)

5. 11
User Story life-cycle
Idea
Need
Problem

6. 12
Impact Mapping
Story Mapping
Specification-By-Example
Why?
Outcomes
Specifications
How?
Acceptance
Criteria
Epics
Deliverables
Impacts
earlier later
User Activities
User Stories
Examples
Goals
Agile Product Ownership
Code

7. 13
Project Success

8. 14
Our job is NOT
to develop software,
our job is to change the world.
- Jeff Patton

9. 15
As a Sales Manager
I want a …-report
to monitor inventory

10. 16
As a Sales Manager
I want a …-report
to monitor inventory

11. 17
As a Sales Manager
I want a …-report
to monitor inventory faster

12. 18
Impact Mapping
Story Mapping
Specification-By-Example
Why?
Outcomes
Specifications
How?
Acceptance
Criteria
Epics
Deliverables
Impacts
earlier later
User Activities
User Stories
Examples
Goals
Agile Product Ownership
Code

13. 19
Impact Mapping
Why?
Outcomes
Specifications
How?
Acceptance
Criteria
Epics
Deliverables
Impacts
earlier later
User Activities
User Stories
Examples
Goals
Achieving Impact
Code

14. 20
Impact Maps
Goal
Actors
Impacts
Deliverables
Increase peak sales
Mobile User
Buy more
online
Mobile
Website

15. 21
Evaluate Options
Goal
Actors
Impacts
Deliverables
Increase peak sales
One-Click
purchase
Mobile User Call Center
Buy more
online
Buy without
call center
Sell faster
Stop
cross selling
Purchase
with SMS
Mobile
Website

16. 22
Hierarchical goals
Goal
Actors
Impacts
Deliverables
Increase turnover 3%
Increase
block buster
market share
Increase peak sales
One-Click
purchase
Mobile User Call Center
Buy more
online
Buy without
call center
Sell faster
Stop
cross selling
Purchase
with SMS
Mobile
Website

17. 23
Zone of influence
Zone of control
Influence vs. Control
Goal
Actors
Impacts
Deliverables
Increase turnover 3%
Increase
block buster
market share
Increase peak sales
One-Click
purchase
Mobile User Call Center
Buy more
online
Buy without
call center
Sell faster
Stop
cross selling
Purchase
with SMS
Mobile
Website

18. 24
Faster
Feedback

19. 25
Story Maps
• Target particular
stakeholder impacts
• Slice and refine
deliverables (releases)
• Support backlog
management
• Inject dependent
features
• Overview and
collaboration
• Release planning
• Flexible scope Conceived by Jeff Patton in 2005

20. 26
Story Mapping
Why?
Outcome
Specification
How?
Acceptance
Criteria
Epics
Deliverables
Impacts
Easier to define upfront Harder to define upfront
User Activities
User Stories
Examples
Goals
Optimizing and refining scope
Code

21. 27
Focus on impacts and user experience
Goal
Actors
Impacts
Deliverables
Increase
block buster
market share
Increase peak sales
One-Click
purchase
Mobile User
Buy more
online
Mobile
Website

22. 28
Sphere of control
Sphere of influence
Product Backlog:
Sphere of control
User Journey: Sphere of influence
Structure
Discover
concerts
Purchase
tickets
Learn
more
Attend
concert
Upcoming
ticket sales
Additional
artist info
Pay by
credit card
Pay by
invoice
Print paper
ticket
Validate
ticket using
NCF
Concert
news
Likely order of
events
Mobile users
Buy more
online
Visit site
more often
Blockbuster
concert info
One-click
purchase
Deliverables
Impacts
User Activities
User Stories

23. 29
Structure
Hears about
concert
Tries to get
tickets
Waits for
concert
Attends
concert
Upcoming
ticket sales
Additional
artist info
Pay by
credit card
Pay by
invoice
Print paper
ticket
Validate
ticket using
NCF
Concert
news
Likely order of
events
Mobile user

24. 30
Prioritize per user activity
Hears about
concert
Tries to get
tickets
Waits for
concert
Attends
concert
Upcoming
ticket sales
Additional
artist info
Pay by
credit card
Pay by
invoice
Print paper
ticket
Validate
ticket using
NCF
Concert
news
Priority
Likely order of
events
Mobile user

25. 31
Walking
Skeleton
Prioritize slices
Upcoming
ticket sales
Additional
artist info
Pay by
credit card
Pay by
invoice
Print paper
ticket
Validate
ticket using
NCF
Concert
news
Priority
Manual
workaround
Not
supported
Hears about
concert
Tries to get
tickets
Waits for
concert
Attends
concert Likely order of
events
Mobile user

26. 32
Prioritize for deliverable
Visits site
more often
Blockbuster
concert info
Hears about
concert
Tries to get
tickets
Waits for
concert
Attends
concert Likely order of
events
Upcoming
ticket sales
Additional
artist info
Pay by
credit card
Pay by
invoice
Print paper
ticket
Validate
ticket using
NCF
Concert
news
Mobile user

27. 33
Prioritize for deliverable
Visits site
more often
Blockbuster
concert info
Hears about
concert
Tries to get
tickets
Waits for
concert
Attends
concert Likely order of
events
Upcoming
ticket sales
Additional
artist info
Pay by
credit card
Pay by
invoice
Print paper
ticket
Validate
ticket using
NCF
Concert
news
Mobile user

28. 34
Validate impact
Visits site
more often
Blockbuster
concert info
Hears about
concert
Tries to get
tickets
Waits for
concert
Attends
concert Likely order of
events
Upcoming
ticket sales
Additional
artist info
Pay by
credit card
Pay by
invoice
Print paper
ticket
Validate
ticket using
NCF
Concert
news
Impact on user
behaviour?
Impact on
business goal?
Mobile user

29. 35
Example

30. 36
Candidate Voter
Fund-
management
More
candidates
run for
election
More voters
participate in
election
Less effort
approving
candidates
Online
application
Candidates
published
online
Online voting
Shared
checklist
Other
funds
Use system
for their
elections
Customizable
branding
Pension Fund
More candidates
Higher voter turnout
No „silent“ elections
Broader
legitimised
committee
Reduced external costs
Less personnel effort
Additional revenue
Reduced cost
for running
elections
Less effort
counting
votes

31. 37
Nominate candidates
Story Map with initial backlog
83
76
58
78
59
60
61
63
8082
55
54
56
52
48
48.2
48.1
49
50
77
46
44
42
41
36 34 39
38 32
28
29
25
21
20 23
17
15 13 8
9
11
10
Provision and support
Vote and determine results
3 User Journeys
User Stories of
Initial Product Backlog

32. 38
Sprint 1
83
76
58
78
59
60
61
63
8082
55
54
56
52
48
48.2
48.1
49
50
77
46
44
42
41
36 34 39
38 32
28
29
25
21
20 23
17
15 13 8
9
11
10
Provision and support
Nominate candidates
Vote and determine results

33. 39
Sprint 2
83
76
58
78
59
60
61
63
8082
55
54
56
52
48
48.2
48.1
49
50
77
46
44
42
41
36 34 39
38 32
28
29
25
21
20 23
17
15 13 8
9
11
10
Provision and support
Nominate candidates
Vote and determine results

34. 40
Sprint 3
83
76
58
78
59
60
61
63
8082
55
54
56
52
48
48.2
48.1
49
50
77
46
44
42
41
36 34 39
38 32
28
29
25
21
20 23
17
15 13 8
9
11
10
Provision and support
Nominate candidates
Vote and determine results

35. 41
Dropped user stories
83
76
58
78
59
60
61
63
8082
55
54
56
52
48
48.2
48.1
49
50
77
46
44
42
41
36 34 39
38 32
28
29
25
21
20 23
17
15 13 8
9
11
10
Provision and support
Nominate candidates
Vote and determine results

36. 42
Added user stories
83
76 89
58
78
59
60
61
63
8082
55
54
56
90
52
48
48.2
48.1
49
50
91
77
46
44
42
41
36 34 39
38 32
28
29
25
21
20 23
17
15 13 8
9
11
10
Provision and support
Nominate candidates
Vote and determine results

37. 43
Sprint 4
83
76 89
58
78
59
60
61
63
8082
55
54
56
90
52
48
48.2
48.1
49
50
91
77
46
44
42
41
36 34 39
38 32
28
29
25
21
20 23
17
15 13 8
9
11
10
Provision and support
Nominate candidates
Vote and determine results

38. 44
Flexible scope
83
76 89
58
78
59
60
61
63
8082
55
54
56
90
52
48
48.2
48.1
49
50
91
77
46
44
42
41
36 34 39
38 32
28
29
25
21
20 23
17
15 13 8
9
11
10
Provision and support
Nominate candidates
Vote and determine results

39. 45
Candidate Voter
Fund-
management
More
candidates
run for
election
More voters
participate in
election
Less effort
approving
candidates
Online
application
Candidates
published
online
Online voting
Shared
checklist
Other
funds
Use system
for their
elections
Customizable
branding
Pension Fund
More candidates
Higher voter turnout
No „silent“ elections
Broader
legitimised
committee
Reduced external costs
Less personnel effort
Additional revenue
Reduced cost
for running
elections
Less effort
counting
votes
Candidates
67  368
Staff
14  4
Customers
0
Project successful?

40. 46
Bonus Track:
Practical
usage tips

41. 47
Tools

42. 48
Creation of Story Maps

43. 49
Trace from outputs to inputs
Outputs:
• Approved list of candidates
• Published profiles of candidates
• Election result

44. 50
Transport and Conservation

45. 51
Product Design with Story Maps

46. 52
Visual collaboration

47. 53
Linking within ALM
Refinement for
Sprint planning
Link with Sprint Backlog
(Tasks, Taskboard, Burndown)
Drill into Details
(Specification-By-Example)

48. 54
Summary

49. 55
Visual collaboration

50. 56
Team
Levels of collaboration
Stakeholders
Project Sponsor
Project Lead
Product
Owner Other groups
that deliver
Impact Maps
strategic view
Story Maps
tactical view

51. 57
Product Design with Story Maps

52. 58
Key takeaways
User Stories != Specifications
•Just options, might be even dropped
•Refine only as certainty grows
Strategic planning with Impact Maps
•Associate business assumptions with
(IT) deliverables
•Measure outcomes to validate assumptions
Tactical planning with Story Maps
•Optimize deliverables to user needs
•Measure impacts to tighten feedback loop

53. 59

54. Q & A
FREE BOOK:
LEANPUB.COM/50QUICKIDEAS/C/ZURICH
CONTACT:
CHRISTIAN HASSA (CH@TECHTALK.CH, @CHRISHASSA)

55. Coaching

56. Coaching

58. 64
Christian Hassa: ch@techtalk.ch - @chrishassa