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Impact Mapping: Guiding Agile Teams with Customer Obsession (workshop)
The document discusses using impact mapping to guide teams with customer obsession. It provides an example of impact mapping for an I-Gift story and exercises for workgroups to practice impact mapping. Key aspects of impact mapping include identifying valuable business outcomes, actors and their behavior changes, and prioritizing deliverables to test hypotheses about driving certain impacts. The goal is to steer teams based on learning rather than predefined features.
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Impact Mapping: Guiding Agile Teams with Customer Obsession (workshop)
- 1. www.techtalk.at Guiding Teams withCustomer Obsession Christian Hassa (ch@techtalk.at, @chrishassa) Claudia Oster (co@techtalk.at, @usabilitytalks) UXDX Dublin, October 7th 2019 Impact Mapping
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- 3. 4 Exercise: I-Gift StoryMap 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 RevenueCosts grow reduce protect avoid
- 6. 9 Setting Goals: Focusand 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 forgoals: time and range
- 8. 11 Steering with goals Goalsfor “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 satisfythe 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) Actorsand 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: Whocan 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 andfocus 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 relevantstories (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 wouldyou 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 yourchosen 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 abstractActors: “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 Imagefrom: Gojko Adzic
- 23. Structured Learning Exploit Explore Discover Sense How tolearn? 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 usfeedback! Christian Hassa (ch@techtalk.at, @chrishassa) Claudia Oster (co@techtalk.at, @usabilitytalks) Impact Mapping with Gojko Adzic in Vienna http://bit.ly/pokeyskills