The document discusses using impact mapping to guide teams with customer obsession. It provides an example of impact mapping for an I-Gift story and exercises for workgroups to practice impact mapping. Key aspects of impact mapping include identifying valuable business outcomes, actors and their behavior changes, and prioritizing deliverables to test hypotheses about driving certain impacts. The goal is to steer teams based on learning rather than predefined features.

1. www.techtalk.at
Guiding Teams with Customer Obsession
Christian Hassa (ch@techtalk.at, @chrishassa)
Claudia Oster (co@techtalk.at, @usabilitytalks)
UXDX Dublin, October 7th 2019
Impact Mapping

2. 3
Example: I-Gift

3. 4
Exercise: I-Gift Story Map Work in groups:
• prioritize the minimum stories
required for a first release
• Why did you choose those
stories?

4. 5
sponsor goal != user goal
valuable business outcome
not a set of feature to be delivered
Potential to fail
every sponsor of a team has a goal
Image: http://jaymantri.com/post/107544957053/download

5. 6
Valuable business outcomes
Now
Future
Revenue Costs
grow reduce
protect avoid

6. 9
Setting Goals: Focus and Sequence
low
high
Organizational-Value
short-term,
direct
long-term,
indirect
Sphere of influence
Improve
AppStore
Rating
More new users
(existing
customers)
More users
(new
customers)
More cross-
selling revenue
per customer
More user
recommend-
ations
Current Rating
2.3
Goal: “Landing Zone”
4 4.5
within 6 months

7. 10
Stop conditions for goals: time and range

8. 11
Steering with goals
Goals for “tracking fulfillment”
• Self-fulfilling prophecies
• Obsolete through
changing conditions
Goals for “steering”
• Open-ended learning, „Experiment“
• Clear goal  Autonomy
• Flexible solution  Agility
• Sequence and Focus
Vs.
Traditional
Portfolio Reporting &
Milestone Tracking
Acquisition
Retention
Activation
Revenue
Referral

9. 13
Customer Obsession?
To satisfy the customer
is the mission and
purpose of every
business.
- Peter Drucker

10. 14
Steering with Impacts
Image: https://unsplash.com/photos/eUMEWE-7Ewg

11. 15

12. 16

13. 17

14. 19

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Sponsor Goals
(Business Outcome)
Actors and Impacts
(Behaviour Changes)
Deliverables
(Investment Options)
Improve
AppStoreRating
2.3  4-4.5
within 6 months
Payment too
complicated
New Mobile
App
Pay to
phone
number
Users:
perform more
payments

16. 21
Finding Impacts
Actor: Who can help/hinder?Givers
pick a gift with
higher
confidence
find out better
about their
friend’s
interest
make their
friend happier
impress their
friend more
buy cheaper
Impact: How does their behavior change?
Acquire
new users
(linked Insta
account)
Sponsor Goal:
Single goal to focus at
a given time

17. 22
Exercise: prioritize and focus on one impact
Acquire
new users
(linked Insta
account)
Givers
pick a gift with
higher
confidence
find out better
about their
friend’s
interest
make their
friend happier
impress their
friend more
buy cheaper
Form a hypothesis:
Which impact is most relevant
to have new users registered?

18. 23
Exercise: pick/ideate relevant stories (features)
Acquire
new users
(linked Insta
account)
Givers
pick a gift with
higher
confidence
find out better
about their
friend’s
interest
make their
friend happier
impress their
friend more
buy cheaper
Which existing stories support
your hypothesis of the selected
impact?
Can you think of further stories
that would have this impact?

19. 24
Exercise: how would you test your impact?
Acquire
new users
(linked Insta
account)
Givers
find out better
about their
friend’s
interest
How would you test whether a “Giver”
could find out better about a friend’s
interest?
Would you need additional stories
to test this?

20. 25
Exercise
Focus on your chosen Impact:
• prioritize the minimum stories
required to test your impact
in a first release
• add/slice stories as needed
Acquire
new users
(linked Insta
account)
Givers
find out better
about their
friend’s
interest

21. 26
• Avoid abstract Actors: “Giver” and “Friend” could be
• Fashionista
• Foodie
• Fitness-addict
• Mountain Biker
• Think about Impacts on different Actors
• Friend
• Influencer
• Vendor
Don’t miss the “Actors”
Icons made by ultimatearm from www.flaticon.com

22. 28
Different usage patterns
Image from: Gojko Adzic

23. Structured Learning
Exploit
Explore
Discover
Sense
How to learn?
intentionally
serendipitously
How to
Experiment?
Months
Optimize
Iterate
Propose
Empathize
Days
What to evaluate?
Customer Focus
Current behaviour
Feedback
Behaviour change
KPIs
Customer
Sponsor Focus
HYPOTHESIS
 Desirable
 Feasible
 Valuable

24. Please give us feedback!
Christian Hassa (ch@techtalk.at, @chrishassa)
Claudia Oster (co@techtalk.at, @usabilitytalks)
Impact Mapping
with Gojko Adzic in Vienna
http://bit.ly/pokeyskills