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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
3
Example: I-Gift
4
Exercise: I-Gift Story Map Work in groups:
• prioritize the minimum stories
required for a first release
• Why did you choose those
stories?
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
6
Valuable business outcomes
Now
Future
Revenue Costs
grow reduce
protect avoid
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
10
Stop conditions for goals: time and range
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
13
Customer Obsession?
To satisfy the customer
is the mission and
purpose of every
business.
- Peter Drucker
14
Steering with Impacts
Image: https://unsplash.com/photos/eUMEWE-7Ewg
15
16
17
19
20
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
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
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?
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?
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?
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
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
28
Different usage patterns
Image from: Gojko Adzic
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
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

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Impact Mapping: Guiding Agile Teams with Customer Obsession (workshop)

  • 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
  • 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
  • 15. 20 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
  • 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