4. • Introduction
• Setting the Initial Plan
• Comparing plans
• Brainstorm behavior
changes
• Creating an Impact Map
• Conclusions
Agenda
5. • Introduction
• Setting the Initial Plan
• Comparing plans
• Brainstorm behavior
changes
• Creating an Impact Map
• Conclusions
Agenda
6. Why should you care?
Impact mapping is a strategic planning technique.
- It helps teams to align their activities with overall
business objectives and make better roadmap
decisions.
- It helps teams to adapt plans effectively and react to
change, while still providing a good road map for
delivery teams and a big-picture view for business
sponsors.
- It provides focus for delivery by putting deliverables
in the context of impacts they are supposed to
achieve.
- It enhances collaboration by creating a shared big-
picture view for technical and business people.
7. • Introduction
• Setting the Initial Plan
• Comparing plans
• Brainstorm behavior
changes
• Creating an Impact Map
• Conclusions
Agenda
8. We're ConcertsOnline: we run a Web Site for music lovers,
earn money from selling tickets to concerts and google ads
Setting the Initial Plan
9. ConcertsOnline
Setting the Initial Plan
Target:
20M users all over Europe
60% users are 15-25 years
30% users are 25-35
Profit:
75% Ticket sales
15% (google) advertising
10% Merchandise
Actually the service supports only Web Browser from PC,
build your plan (4-5 iterations) in order to have an
iPhone App
Most popular pages:
50% Artist Pages
30% Location Pages
20% Forums
10. • Introduction
• Setting the Initial Plan
• Comparing plans
• Brainstorm behavior
changes
• Creating an Impact Map
• Conclusions
Agenda
11. Comparing plans and behaviors
Why are your features the best?
Write the key features on the Post-its and
put them all around your LEGO solution.
12. • Introduction
• Setting the Initial Plan
• Comparing plans
• Brainstorm behavior
changes
• Creating an Impact Map
• Conclusions
Agenda
17. WHAT IS AN IMPACT MAP?
An impact map is a visualisation of scope and underlying assumptions, created
collaboratively by senior technical and business people. It is a mind-map grown
during a discussion facilitated by answering the following four questions:
why
who
how
what
24. ACTORS
The first level of an impact map provides answers to the
following questions: Whose behavior do we want to
impact? Who can produce the desired effect? Who can
obstruct it? Who are the consumers or users of our
product? Who will be impacted by it? These are the
actors who can influence the outcome.
26. IMPACTS
The second level of an impact map sets the actors in
the perspective of our business goal. It answers the
following questions: How should our actors' behavior
change? How can they help us to achieve the goal?
How can they obstruct or prevent us from succeeding?
These are the impacts that we're trying to create.
28. DELIVERABLES
Once we have the first three questions answered, we
can talk about scope. The third level of an impact map
answers the following question: What can we do, as an
organization or a delivery team, to support the required
impacts? These are the deliverables, software features
and organizational activities.
29.
30. Modify your LEGO representations
accordingly and introduce
the new solution
using the Impact Mapping
We're getting a lot of
customers from mobile phone
browsers, and they aren't staying long.
We want to offer at least basic
functionality to them to show more ads.
31. • Introduction
• Setting the Initial Plan
• Comparing plans
• Brainstorm behavior
changes
• Creating an Impact Map
• Conclusions
Agenda
32.
33.
34. ISSUES
Project plans and requirements documents are often shopping lists
of features, without any context why such things are important.
Without a clear mapping of deliverables to business objectives, and
a justification of that mapping through impacts that need to be
supported, it is incredibly difficult to argue why certain items should
or shouldn’t be invested in.
In larger organizations with many project stakeholders or product
sponsors, this leads to huge scope-creep as everyone’s pet features
and ideas are bundled in.
35. IMPACT MAP
An impact map puts all the deliverables in the context of the impacts
that they are supposed to support. This allows us to compare
deliverables and avoid over-investing in less important areas of a system.
It also helps to throw out deliverables that do not really contribute to any
impact that is critical for a particular goal.
Finally, by connecting deliverables to impacts and goals, an impact map
shows the chain of reasoning that led to a feature suggestion.
This allows us to scrutinize those decisions better and re-evaluate them
as new information becomes available through delivery.