Workshop at Scrum gathering Phoenix 2015 by Sara Lerén and Ingrid Domingues.

1. IMPACT DRIVEN
SCRUM DELIVERY
HOW TO DELIVER DESIRABLE PRODUCTS
#impactmapping #impactmanagement #UX
@ingriddomingues @HeedTheNeed

2. INGRID
DOMINGUES
@ingriddomingues
STOCKHOLM GÖTEBORG MALMÖ
SARA
LERÉN
@HeedTheNeed

3. WHAT IS THIS
”IMPACT DRIVEN DELIVERY”
THING
HOW CAN IT HELP YOU?
AND

4. IMPACT
MAPPING
MAP
MANAGEMENTFramework
Task
Model

5. IMPACT
MAPPING
MAP
MANAGEMENTFramework
Task
Model

6. IMPACT MAP

7. IMPACT MAP EFFEKTKARTA ®

8. WHY
IMPACT MAP EFFEKTKARTA ®

9. WHY
HOW
IMPACT MAP EFFEKTKARTA ®

10. WHY
HOW
WHAT
IMPACT MAP EFFEKTKARTA ®

11. WHY
IMPACT ON
BUSINESS
HOW
IMPACT ON
USE
WHAT
SOLUTION

12. WHY
IMPACT ON
BUSINESS
HOW
IMPACT ON
USE
WHAT
SOLUTION
AIM or SLOGAN
DOMAIN and its
METRICS
USER
BEHAVIOURS
NEEDS
CAPABILITY
FUNCTIONS

13. WHY
IMPACT ON
BUSINESS
HOW
IMPACT ON
USE
WHAT
SOLUTION
AIM or SLOGAN
DOMAIN and its
METRICS
USER
BEHAVIOURS
NEEDS
CAPABILITY
and its
FUNCTIONS
SCOPING
MEASURING LONG-
TERM SUCCESS
PRIORITIZING
TESTING DESIGN
EVALUATING SOLUTIONS and
GENERATING SUGGESTIONS
GROUND FOR SPECIFICATION

14. 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
actionable metrics with a timeframe
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

15. #impactmap
describe metrics
for desired
outcome

16. 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

17. START WITH DOMAINS
• Productivity
• Effectiveness
• Learning
• Customer
satisfaction
• Recurrent
customers
• Conversion
• Correctness
• Brand awareness
• Recommendation
• Learnability
• …

18. CONTINUE WITH METRICS
Something that people think,
feel or do when (or after)
using the product
= there must be a causality

19. SOME EXAMPLES ON METRICS
LEARNING
20% of visitors should move between 2 or more
content types (learning, treatment, knowledge…)
80% of visitors shold consider that they have
reached a much greater understanding on ….
GENERATE LEADS
5% of visitors to pages with ”contact me” button
should fill in the form

20. OBJECTIVE
METRICS
QUANTITATIVE
METHODS
QUALITATIVE
METHODS
SUBJECTIVE
METRICS
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

21. MEANINGFUL AIMS/SLOGANS
• Consists of one sentence
• Summarises the metrics
• Describes the value that the solution
brings to the business

22. EXERCISE 1
Metrics

23. EXERCISE 1 - METRICS
● Write 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.

24. 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. The Eager

29. The Focused

30. Spends time thinking about interior
decoration and smart solutions for their
own home, or even other peoples homes.
Collecting smart and beatutiful solutions for
now or the future, and likes to share their
ideas with others.
NEEDS
• Wants to be inspired about new design
and renovations
• Wants to daydream
The Dreamer
”This could be very nice when...”

32. PRIORITISE
• Will give guidance for the project:
– Release plan
– Design
– Cuttings
• Defined by business managers. Based on:
– Number of users
– Activity
– Impact on others

33. 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”

34. MEANINGFUL NEEDS
• Describes why the product or service
is used
• Shall make it possible to know what is
needed to satisfy the user
• Avoid talking about functions,
keep asking ”Why?” until you
get to the real need

35. EXERCISE 2
Users

36. EXERCISE 2 - 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
● Presentation and discussion
Tip: Think about usage patterns, not demographics.
E.g. ”The Busy Bee” instead of ”Female, age 37.”

37. IMPACT
MAPPING
MAP
MANAGEMENTFramework
Task
Model

38. • Aim for sustainability
• Design for behaviours
• Test in use
• Decide on outcome

41. Ability to make investment decisions

42. Ability to make investment decisions
HIGH
LOW

43. Consequences of fail

44. Consequences of fail
SEVERELIMITED

45. Ability to make
investment decisions
HIGH
LOW
Consequences
of fail
SEVERELIMITED
http://www.infoq.com/articles/most-impact-mapping

46. Evaluate hypothezis
User Stories with UX acceptance criterias
Validate that design meets user needs
Validate that long-term metrics are met
EVALUATE SUCCESS – Early and continuously

47. #impactmanagement
makes it possible to
validate ideas and
deliveries along the
way

48. EXERCISE 3
Design evaluation

49. 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

50. EXERCISE 3 - 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?

53. PRODUCT STRATEGY
Product Owner
UX Lead
- Buliding the right thing
- Thinking far ahead
DELIVERY
Scrum Master
Team
- Building in the right way
- Producing executable code

54. Some AMENDMENTS to Scrum in
order to be IMPACT DRIVEN
• The Product Owner has clear
priorities, based on expected user
and business impact
• UX Lead answers to all User
Interface design related questions
and is always available for the
team
• The Backlog is a transition of the
Impact Map

55. Some AMENDMENTS to Scrum in
order to be IMPACT DRIVEN
• Backlog Refinement sessions are
planned for by UX Lead, unclear
issues are resolved as early as
possible
• User Stories (with user interaction)
contain design and UX acceptance
criterias
• Definition of Done contains UX
validation
• Deliveries are tested with users

56. Further reading
• Impact-Driven Scrum Delivery
http://www.methodsandtools.com/
archive/impactdrivenscrum.php
• Getting the most out of Impact
Mapping
http://www.infoq.com/articles/mo
st-impact-mapping

57. THANK YOU!
inuseexperience.
com
@HeedTheNeed
@ingriddomingues
@inuse_swe