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Impact Mapping: Delivering What Matters

Impact Mapping: Delivering What Matters

Delivered at ScrumGathering New Orleans, May 2014.

Description from the proposal:
Because of Agile Scrum and better engineering techniques we have pretty much solved the problem of “delivering” software. Unfortunately, it’s not enough. Now we need to turn our focus to delivering “the right” software – software that makes an impact to the customer. The answer to building the right software begins with a better understanding of the business opportunity and goals. Best of all, we can do this using a collection of familiar concepts, combined in a powerful new way, bringing a shared and measurable vision to your scrum project. This approach is called “Impact Mapping.” This workshop introduces “Impact Mapping” by demonstrating a collaborative approach to solving the challenge of building the right thing. Breaking into small teams, we will build a sample Impact Map, learn to identify and verify the assumptions you've made, and find new approaches to solving the business problem. We will also discuss using this to measure the output of our effort. Attending participants will receive a handout with a worked example and sample questions and techniques that help lead to a successful mapping session. Don’t miss this opportunity to learn about and practice the techniques to uncover assumptions and motivations about your current project – and ensure your next project makes the right impact on customers and bottom line. Let's help our customers better refine and communicate their goals. Impact Mapping is at the heart of the customer voice because it literally gives voice to their needs. We will see you at IMPACT MAPPING!

Jeffrey

May 06, 2014
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Transcript

  1. 1
    IMPACT MAPPING
    Delivering what matters

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  2. WE NEED A VOLUNTEER…
    If you know . . .
    •  . . . who the customer is
    •  . . . what you are doing for the customer
    2

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  3. BUILD A PERSONAL IMPACT MAP
    What are your goals for #SGNOLA? How will
    you know it was a success?
    Metrics
    Who can help you reach this goal?
    How can they help you?
    What can you do to enable them to help
    you?
    3

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  4. GOALS
    We want you to know
    §  The value of Impact Mapping
    §  How to use it after the conference
    §  When to use it
    Experiential Goal
    We want to confident enough to try this on your own
    4

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  5. HOW WE’LL MEET OUR GOALS
    Story of Corpos Percussivos
    Impact Mapping
    §  What it is
    §  Why it’s important
    §  How to do it
    Workshop Practice
    Recap
    5

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  6. CORPOS PERCUSSIVOS
    6

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  7. IMPACT MAPPING
    7
    PURPOSE

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  8. WHY IMPACT MAPPING?
    Impact Mapping is a:
    §  Tool to define a project purpose
    §  Visual radiator for in-project decision-
    making
    8

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  9. WHO IS IMPACT MAPPING FOR?
    The people defining the project direction
    The people consuming the direction
    9

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  10. WHEN SHOULD WE IMPACT MAP?
    Before project start
    Define the goal, acknowledge assumptions
    During the project
    Evaluate decisions for scope change and verify that the
    work is making the expected impact
    10

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  11. INTRODUCING IMPACT MAPPING
    A path from goal to deliverables
    Define the goal, acknowledge assumptions
    These paths are assumptions
    We map out our assumptions, and find the work that
    validates them.
    11

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  12. IMPACT MAPPING
    12
    WHY ARE WE DOING THIS PROJECT?

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  13. WHY ARE WE DOING THIS PROJECT
    Our Goal: the thing we want
    What we believe will help us accomplished our business
    need (i.e. increased revenue, reduction in cost…)
    13

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  14. TIPS FOR FINDING THE PROJECT’S PURPOSE
    Recursive Validation:
    Throughout the exercise, recursively check the map, and
    the goal, back to the basic premise
    14

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  15. TIPS FOR FINDING THE PROJECT’S PURPOSE:
    S.M.A.R.T. OBJECTIVES
    Specific
    Measurable
    Achievable
    Realistic
    Timely
    15

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  16. TIPS FOR FINDING THE PROJECT’S PURPOSE
    16
    “If we achieve the goal / metrics with a
    completely different scope, have we
    succeeded?”
    R$24,000 R$2,000/mo

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  17. IMPACT MAPPING
    17
    WHO CAN HELP US REACH OUR
    GOAL?

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  18. WHO CAN HELP US REACH OUR GOAL?
    Whose behavior do we want to impact?
    Who can produce the desired effect?
    Who can obstruct it?
    18

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  19. WHO CAN HELP US REACH OUR GOAL? CATEGORIZE!
    Primary: Whose goals are fulfilled by using
    our work?
    Secondary: Who supports our work?
    Tertiary: Off-stage, has an interest but may
    not be directly impacted by our work
    19

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  20. TIPS FOR FINDING THE GOOD “WHO’S”: BE SPECIFIC
    20
    “Music lovers who aren’t afraid of using the
    internet to buy music” instead of
    “Everyone”
    • Everyone (Primary)
    • Philanthropists
    (Secondary)
    • TW (Secondary)
    - Music lovers (Primary)
    - Band (Secondary)
    - Local Gov't (Tertiary)

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  21. IMPACT MAPPING
    21
    HOW DO WE WANT TO CHANGE
    THEIR BEHAVIOR

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  22. HOW DO WE WANT TO CHANGE THEIR BEHAVIOR?
    How could our actors’ behavior change to
    help us achieve our goal?
    Which behavior is most likely to get us to our
    goal?
    22

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  23. TIPS FOR FINDING THE GOOD “HOW’S”
    23
    •  Build web
    presence
    •  Build credibility
    •  Grant permits and
    space
    Focus on what the actors do that help reach
    our goal, not everything they “could” do.
    Consider behavior that could impede as
    well.

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  24. IMPACT MAPPING
    24
    WHAT CAN WE DO TO SUPPORT THE
    CHANGE?

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  25. WHAT CAN WE DO TO SUPPORT THE BEHAVIOR
    CHANGE?
    These are our “deliverables”
    This puts the deliverables in the context of
    who they are for, and why they are
    important
    25

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  26. TIPS FOR FINDING THE GOOD “WHAT’S”
    26
    Iteratively follow the chain of reasoning: up
    the chain and down.
    Variation is good: Diversify

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  27. TIPS FOR FINDING THE GOOD “WHAT’S”
    27
    •  Editable content
    •  Tech stack
    •  Pay for a song
    •  Subscribe to a
    course
    Survivability: Try things on a scale that, if it
    fails, the project will survive
    Select things you can learn from and
    measure

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  28. SPEAKING OF MEASUREMENT…
    28
    Tom Gilb, Competitive Engineering
    Scale What is measured?
    Meter How will it be measured?
    Benchmark
    What is the situation as it stands
    now?
    Constraint
    What is the minimum acceptable
    value?
    Target What is our desired result?

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  29. IMPACT MAPPING
    29
    CONDUCTING THE EXERCISE

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  30. TIPS FOR THE EXERCISE: DO!
    30
    Establish good metrics
    Good, measurable metrics are essential for
    determining progress

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  31. TIPS FOR THE EXERCISE: DO!
    31
    Consider actors and impacts that could
    prevent delivery

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  32. TIPS FOR THE EXERCISE: DO!
    32
    Find the simplest way to verify that your
    assumptions are valid
    Explore non-technical ways to reach your
    goal

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  33. TIPS FOR THE EXERCISE: DO!
    33
    Try to keep the map focused on ONE goal
    If you find more than one goal, consider
    splitting the map into milestones

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  34. TIPS FOR THE EXERCISE: DON’T!
    34
    Avoid jumping over levels of your map
    This is not a good framework for supporting
    divergent thinking or validating assumptions

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  35. TIPS FOR THE EXERCISE: DON’T!
    35
    Avoid spending too much time on impacts
    that do not support your goal
    Don’t try meeting every need of an actor –
    just the ones that contribute to your goal

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  36. TIPS FOR THE EXERCISE: DON’T!
    36
    Avoid too much detail
    Time is better spent on the actors and
    impacts than the details of the “what”

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  37. CORPOS PERCUSSIVOS: BEFORE
    37

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  38. CORPOS PERCUSSIVOS: AFTER
    38

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  39. IMPACT MAPPING
    Your Turn

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  40. TIME TO TRY IT OUT
    40
    ARE YOU ON
    A PROJECT
    NOW?
    Start with your project’s goal, and map your user
    stories. See what assumptions you are making,
    and think about how you can validate and
    measure your assumptions and progress!
    OR WHAT
    IF…?
    You work for an online gaming company and
    your business need is increased revenue, and
    you believe new gamers will help you get there.
    Your projects goal is to add 100k new players!

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  41. CORPOS PERCUSSIVOS: AFTER
    41

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  42. UPDATE YOUR PERSONAL IMPACT MAP
    What are your goals for #SGNOLA? How will
    you know it was a success?
    Metrics
    Who can help you reach this goal?
    How can they help you?
    What can you do to enable them to help
    you?
    42

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  43. HOMEWORK
    43
    1.  Practice
    2.  Share what you’ve learned
    3.  Get involved
    a.  impactmapping.org
    b.  Gojko.net/impact

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  44. 44
    THANK YOU
    Jeffrey Davidson: jeff[email protected]
    Inger Dickson: [email protected]

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