HOW TO BUILD THE RIGHT THING

BUSINESS IMPACT MAPPING & MANAGEMENT

Designing for a purpose

Aim & Metrics

AIMThe most used source for instant daily news

METRICS (Usage)• 10% more page views • 8% increase in return visits

AIMThe most credible source for instant daily news

METRICS (credability)• 30% increase in credibility (consumer index)• 40% increase in time spent on page

Behaviours

The Eager

The Focused

The Random Surfer

AIMThe most used source for instant daily news

METRICS (Usage)• 10% more page views • 8% increase in return visits

PRIORITISED BEHAVIOURAL PATTERNS • ?

Aim and metrics defines what to build

If you lack clear goals, all design is equally good

If you lack clear goals, all design is equally good

BUSINESS IMPACT MAPPING

Validating benefits gives you perfect control

BUSINESS IMPACT MANAGEMENT

VALIDATE CONTINOUSLY

3. Test services, alternative or existing 4. Prototype the most important flows, test with users 5. Low-fi prototype 6. UX- clearance in DOD Acceptance criteria based on quality-in-use7. Validate usage goals in BIM8. Validate user needs and business impact

QUESTIONS SO FAR?

IMPACT MAPPING

WHYBusiness Impact

HOWUsage

WHATSolution

WHYBusiness Impact

HOWUsage

WHATSolution

SCOPING

MEASURING SUCCESS

AIM

IMPACT AREAIMPACT METRIC

PRIORITISING

USAGE TESTING

USER BEHAVIOUR

NEED

DESIGNING + EVALUATING

IDEA GENERATION + MAINTENANCE

CAPABILITY

FUNCTION

WHYBusiness Impact

HOWUsage

WHATSolution

SCOPING

MEASURING SUCCESS

AIM

IMPACT AREAIMPACT METRIC

METRICS = AREA + IMPACT

How to Measure Anything, Hubbard

ACTIONABLE METRICS

• Reduce employee turnover• Increase company yearly turnover by

25%• One source of information

VANITY METRICS

AIM AND/OR SLOGAN

SCOPE

WHYBusiness Impact

HOWUsage

WHATSolution

SCOPING

MEASURING SUCCESS

AIM

IMPACT AREAIMPACT METRIC

BUSINESS IMPACT

• Understand business needs and goals as well as the market. If there is an idea or a defined scope, scrutinise and find opportunities and risks

• Find 3-15 key business people. Prepare semi-structured interviews

• Conduct and analyse: start with impact areas, and elaborate on business impacts. Summarise into an aim. Elaborate on user groups based on the Business Impact

• If needed, conduct a Workshop with leaders elaborating on opportunities and ambition, in order to define scopeand to get buy-in

1

5 WHY´S

”The natural choice for travelling locally”

”Simple, smart and trustworthy”

BUSINESS GOALS VS BUSINESS IMPACT

SIMPLICITYCORRECNESS

FLOW

THEN CONTINUE WITH METRICS

SIMPLICITY90% of users should consider the new reader to be as simple or considerably simpler than the existing

CORRECTNESS90% reduction of cases where controllers catch customers that - with without understanding it - have payed too little

FLOW80% of drivers should consider the new reader to cause shorter or equal queues as today

• Is the metric a result of the service, directly or indirectly? Or is the correlation unclear?

• If we fail with this one metric, should we halt the project?

• If we succeed with all the metrics, are we successful then?

QUESTION IT!

”Simple, smart and trustworthy to pay for

each journey”

SUMMARIZE INTO AN AIM

WHYBusiness Impact

HOWUsage

WHATSolution

SCOPING

MEASURING SUCCESS

AIM

IMPACT AREAIMPACT METRIC

Spends time thinking about interior decoration and smart solutions for own home, or even another’s home. Collects smart and beautiful solutions for now or the future, and likes to share ideas with others.

NEEDS Wants to be inspired about new design and repairs Wants to dream on

DREAMING”This could be very nice if...”

You gotta' love the new inspirational parts of Hemnet. I simply love the way that it filters the best objects for me so that I do not have to surf around

”

”

- Frida Ramstedt, Trendenser.se(One of Sweden`s biggest blogs about interior design and trends))

• Bild med notis under keyboard

SHOW ME!

FINALLY… DESIGN AND FUNCTIONALITY

CAPABILITYA well defined quality for the product/service/system, which helps the Behaviour fulfil one of its Needs

FUNCTIONA ”function” that embodies the capability, could be form and content as well

Validating benefits makes it possible to keep control

BUSINESS IMPACT MANAGEMENT

VALIDATE CONTINOUSLY

3. Test services, alternative or existing 4. Prototype the most important flows, test with users 5. Low-fi prototype 6. UX- clearance in DOD Acceptance criteria based on quality-in-use7. Validate usage goals in BIM8. Validate user needs and business impact

DOES THE SOLUTION MEET USER NEEDS?

• UX designer on the client side• Backlog refinement for testing design

thoughts• Acceptance criteria includes UX • UX designer available for questions

in sprints• DOD includes UX acceptance

UX + SCRUM = THE BEST EVER

All design is based on expected benefits for users and business…and vailidated continously

SCOPE CREEP

I DON’T LIKE YELLOW

DESIGN BY PREFERENCE

TIME AND COST FOCUS

• Define or demand actionable metrics• Validate from day one• Join

https://www.facebook.com/businessimpactmgmt

ON MONDAY