This is the presentation for my session at Scrum gathering 2013 in Paris. It's about how you can use Business Impact Maps in Scrum to focus on what needs to satisfy to create value.

2. 2
Introduction
Sara Lerén
User Experience Specialist
sara.leren@combitech.se
Agile UX Sweden
@HeedTheNeed

3. 3
Agenda
Effects-driven Scrum development using
Business Impact Maps
How is value created?
How do people express their needs?
Visualizing the business needs using Business impact maps
Using Business impact maps in Scrum

4. Value Creation
How do you create value?

5. Missed mark – Airport VIP lounges

6. 6
Agenda
Effects-driven Scrum development using
Business Impact Maps
How is value created?
How do people express their needs?
Visualizing the business needs using Business impact maps
Using Business impact maps in Scrum

7. Value Creation
“If I’d asked my customers what they wanted, they
would have said, ‘A faster horse!’”
Henry Ford

8. How do people express their needs?
Explicit needs
Visible needs
Latent needs

9. Gemba
Gemba, “the real place”

10. 10
Agenda
Effects-driven Scrum development using
Business Impact Maps
How is value created?
How do people express their needs?
Visualizing the business needs using Business impact maps
Using Business impact maps in Scrum

11. Gemba
What is a Business Impact Map?
A way of visualizing the Business needs and the
Effects required to satisfy the needs

12. Gemba
The structure of the Business Impact Map

13. Why Impact Mapping?
Why Business Impact Mapping?

14. Why Impact Mapping?
Techies vs. Techies

15. Why Impact Mapping?
Business people vs. Techies

16. Business Impact Maps tell stories
Source: Allen R. Braun, M.D,
National Institute on Deafness and
Other Communication Disorders
Reading Words
Reading Sentences
Reading Stories

17. 17
Agenda
Effects-driven Scrum development using
Business Impact Maps
How is value created?
How do people express their needs?
Visualizing the business needs using Business impact maps
Using Business impact maps in Scrum

18. Gemba
Sprint 0 –
Time to create the Business Impact Map

19. Gemba
User group analysis and prioritization

20. Missed mark – not knowing your market

21. Gemba
Defining effect goals

22. Planning sprint 1 –
The Business Impact Map works as a high-level backlog and
facilitates prioritization

23. User stories are easily extracted
from the Business Impact Map
As a [user group] I want [need] so that [effect]
Example:
As a family traveller I want to keep my children
entertained so that I can keep calm

24. Sprint demo –
The effect goals help to focus on what’s important

25. Focusing on the desired effects

26. Evaluating proposed solutions

27. Final sprint –
Final evaluation of effect goals

28. Value Creation
Have you created value?

29. 29
The End
Thank you!
Want to get in touch?
sara.leren@combitech.se
Agile UX Sweden
@HeedTheNeed