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!

Transcript

1. 1 IMPACT MAPPING Delivering what matters
2. WE NEED A VOLUNTEER… If you know . . . •  . . . who the customer is •  . . . what you are doing for the customer 2
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
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
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
6. CORPOS PERCUSSIVOS 6
7. IMPACT MAPPING 7 PURPOSE
8. WHY IMPACT MAPPING? Impact Mapping is a: §  Tool to define a project purpose §  Visual radiator for in-project decision- making 8
9. WHO IS IMPACT MAPPING FOR? The people defining the project direction The people consuming the direction 9
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
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
12. IMPACT MAPPING 12 WHY ARE WE DOING THIS PROJECT?
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
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
15. TIPS FOR FINDING THE PROJECT’S PURPOSE: S.M.A.R.T. OBJECTIVES Specific Measurable Achievable Realistic Timely 15
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
17. IMPACT MAPPING 17 WHO CAN HELP US REACH OUR GOAL?
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
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
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)
21. IMPACT MAPPING 21 HOW DO WE WANT TO CHANGE THEIR BEHAVIOR
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
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.
24. IMPACT MAPPING 24 WHAT CAN WE DO TO SUPPORT THE CHANGE?
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
26. TIPS FOR FINDING THE GOOD “WHAT’S” 26 Iteratively follow the chain of reasoning: up the chain and down. Variation is good: Diversify
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
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?
29. IMPACT MAPPING 29 CONDUCTING THE EXERCISE
30. TIPS FOR THE EXERCISE: DO! 30 Establish good metrics Good, measurable metrics are essential for determining progress
31. TIPS FOR THE EXERCISE: DO! 31 Consider actors and impacts that could prevent delivery
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
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
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
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
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”
37. CORPOS PERCUSSIVOS: BEFORE 37
38. CORPOS PERCUSSIVOS: AFTER 38
39. IMPACT MAPPING Your Turn
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!
41. CORPOS PERCUSSIVOS: AFTER 41
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
43. HOMEWORK 43 1.  Practice 2.  Share what you’ve learned 3.  Get involved a.  impactmapping.org b.  Gojko.net/impact
44. 44 THANK YOU Jeffrey Davidson: jeffrey.davidson@davisbase.com Inger Dickson: idickson@thoughtworks.com