This document discusses impact-driven product management and impact mapping. It introduces impact mapping as a framework to help deliver desirable products by mapping out the desired impact, how the product will achieve that impact through user needs and behaviors, and the technical solution. The document provides examples of impact maps and exercises for readers to practice creating impact maps, including identifying metrics, users, and evaluating designs. The goal of impact mapping is to provide guidance for product development by clearly linking it to the desired business and user impacts.
14. WHY
IMPACT ON
BUSINESS
HOW
IMPACT ON
USE
WHAT
SOLUTION
AIM or SLOGAN
DOMAINS
METRICS
USERS
BEHAVIOURS
NEEDS
CAPABILITIES
FUNCTIONS
SCOPING
MEASURING LONG-
TERM SUCCESS
PRIORITIZING
TESTING DESIGN
EVALUATING SOLUTIONS and
GENERATING SUGGESTIONS
GROUND FOR SPECIFICATION
15. A few defined rules and structures makes
the Impact Map a solid ground for design, planning
and quality assurance, thus delivering desired value:
1. The WHY must consist of at least two domains
2. The HOW must be based on user studies, even if
rudimentary
3. The HOW must be prioritized, based on impact
on the WHY
4. Every point in the chain from WHY to WHAT
should add a clear value
16. WHY
IMPACT ON
BUSINESS
HOW
IMPACT ON
USE
WHAT
SOLUTION
AIM or SLOGAN
DOMAINS
METRICS
USER
and her
NEEDS
CAPABILITY
and its
FUNCTIONS
PRIORITIZING
TESTING DESIGN
EVALUATING SOLUTIONS and
GENERATING SUGGESTIONS
GROUND FOR SPECIFICATION
18. CONTINUE WITH METRICS
EFFICIENT WORK DAY
75% of employees state in yearly SEI that the intranet has
made personal administration more efficient
TRUST
75% customers state they recommended ACME to others
Trust Pilot Rate >5 by end of 2018
INCREASED SELF SERVICE
50% reduction of customer calls concerning invoices
19. QUANTITATIVE
METHODS
QUALITATIVE
METHODS
OBSERVED BEHAVIOUR
Log analytics, user testing &
field studies
• Visitor behaviour
• Success rate
ANALYSED OPINIONS
User testing, in-depth interviews,
focus groups
• Attitudes
• Explained behaviour
MEASUREMENTS
Log analytics, absolute measurements
• No. of mistakes
• Conversion rate
• No. of returning customers
• Task time
MEASURED OPINIONS
Surveys
• Attitudes
• Satisfaction
• Estimated time spent
• Estimated quality
BEHAVIOURS
ATTITUDES
21. SUMMARIZE WITH AIM
• One sentence
• Summarises the domains and metrics
• Describes the value that the solution
brings to the business
• Could (if you want) be completed
with a catchy slogan
25. EXERCISE - METRICS
● Find metrics. 10 min.
● Read the aim and the domains
● Think about how to measure success
● Write at least one metric for each domain
● Presentation and discussion
Tip: Think about quantitative vs. qualitative methods,
subjective vs. objective metrics.
27. WHY
IMPACT ON
BUSINESS
HOW
IMPACT ON
USE
WHAT
SOLUTION
AIM or SLOGAN
DOMAIN and its
METRICS
USER
and her
NEEDS
CAPABILITY
and its
FUNCTIONS
SCOPING
MEASURING LONG-
TERM SUCCESS
PRIORITIZING
TESTING DESIGN
EVALUATING SOLUTIONS and
GENERATING SUGGESTIONS
GROUND FOR SPECIFICATION
28. ”Remember, people do not
want to buy a quarter-inch
drill.
They want a quarter-
inch hole”
Theodore Levitt
32. People do not want a drill.
Or a hole.
They want their life to be great.
33. The Dreamer
”This would look awesome at Liza’s place”
The Dreamer spends time thinking about interior
decoration and smart solutions for their own home, or
even other people’s homes. Collecting smart and beautiful
solutions for now or the future, and likes to share their
ideas with others.
Design Challenge
make it super easy to search, collect and share interesting
stuff
34.
35. PRIORITISE
• Will give guidance for the project:
– Release plan
– Design
– Cuttings
• Defined by business managers. Based on contribution to
desired business impact and:
– Number of users
– Activity
– Impact on others
36. NEEDS
• A sentence that starts with either
– WANTS – close at heart
– MUST – resistance
• The sentence should give guidance for
validating designs
e.g ”wants to easily check what she has paid
for”
39. EXERCISE - USERS
● Name the users. 10 min.
● Read the user descriptions
● What sets them apart from each other?
● Come up with a name for each user that
summarizes the description
● Prioritize the users based on their contribution
to the Impact goal
● Presentation and discussion
Tip: Think about usage patterns, not demographics.
E.g. ”The Busy Bee” instead of ”Female, age 37.”
48. WHY
IMPACT ON
BUSINESS
HOW
IMPACT ON
USE
WHAT
SOLUTION
AIM or SLOGAN
DOMAIN and its
METRICS
USER
and her
NEEDS
CAPABILITY
and its
FUNCTIONS
SCOPING
MEASURING LONG-
TERM SUCCESS
PRIORITIZING
TESTING DESIGN
EVALUATING SOLUTIONS and
GENERATING SUGGESTIONS
GROUND FOR SPECIFICATION
49. EXERCISE - EVALUATION
● Pick a design. 10 min.
● Study the impact map
● Study the two different designs
● Based on the impact map, decide which
design is best
● Presentation and discussion
Tip: Which design can best help create the desired
impact? Which design will satisfy the needs of the
highest prioritised user?
50. READING
Download the Impact Map template
Google ”Impact Map Tempate inUse”
The Birth of Impact Mapping
The Evolution of Impact Mapping
The Many Faces of Impact Mapping
Impact Driven Scrum Delivery