Impact mapping
& some other stuff...
Facts about Visma
Philosophy: We keep our customers one step ahead
We work towards: Providing IT solutions that keep
our customers one step ahead of their competition
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Innovation: 18% of total revenues are
reinvested in R&D
Ca 7 000 employees
Ca 400 000 customers
Hosting services for 330 000 customers
Headquarter in Oslo, Norway
Ambition to grow by acquisitions
We are always improving the way we work
The UX role at Visma
Adzic’s Impact map
How big, and what type of
effort, is the user prepared to
invest when using our mobile
portal?
How should the mobile portal
be designed in order to give as
much value as possible to the
customer as well as to us?
effort
benefit
What value does the user
want to gain from his/her
usage of the mobile portal?
What effects do we expect to
see when the mobile portal is
in use?
effect
investment
How big investments should
we make in the service?
Design brief
Why?
• Why are we carrying out this project?
• What should the finished product/service give back to our
business/operation?
• What effects can we expect to get from the finished product/service once it is
used?
Examples of effect goals (high level)
• The online orders increase by 25% after redesign of webshop
• Calls to customer support decrease by 40% after introduction of the new process
• Awareness of our brand is raised by 5% in our primary segment “stay at home
dads”
Effect goals are not...
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Product goals
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The system should have a search function
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The average response time should not exceed 5 seconds
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Project goals
○
The project shall be carried out on time and within budget
Breaking down effect goals
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Sub goals and effects
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How? (downward in your map)
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Why? (upward in your map)
Overall
goal/vision
Subgoal
Success metrics
○
How should we measure success?
■
What do we measure?
■
When do we measure (milestones and frequency)?
■
How do we measure?
Subgoal
Subgoal
Who?
• Who will, by using our product, bring us the effects we want?
• What are the specific characteristics of our target customers/users?
• Where do we find them?
• How do we communicate with them?
• Do we already know them?
• Are there different target groups?
effort
benefit
What value does the user
want to gain from his/her
usage of the service?
effect
investment
Segmentation
Design criteria - high level
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Design goal
• What have you learned about the target customer?
• What needs (functional, emotional, psychological, social) does the design have to fulfill for the
target customer?
• Why is it strategically important for your organization to address those needs?
User perceptions
• How important is your proposed offering to the target customer’s well-being?
• Are there aesthetic attributes necessary to succeed with the target customer?
• Does the target customer expect the offering to have certain social, ethical , or ecological
attributes?
How?
• How should the customers/users behaviour change?
• How can our customers/users help us to achieve the goal?
• How can our customer/users hinder us in achieving the goal?
• Examples:
• Inviting more friends
• Purchasing tickets without calling the call center
• Selling tickets faster
Current behaviour
Wanted behaviour
What?
• What can we do to support the required effects?
• What should we deliver to the customers/users?
• Place every feature/function in the context of the effect that it is
supposed to support
• Examples:
• Online ticket sales
• Mobile home page with purchase form
• Optimise call centre sales scripts
• Sign re-selling contracts
Design criteria - low level
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Physical attributes
• Must the offering be able to capture, store, and/or transmit information about usage?
• Does the offering need to be designed for use in specific environments or situations?
• Are there weight or size considerations for lifting, use or transport?
• Are there memory, bandwidth, or connectivity issues?
Functional attributes
• Does the design of the offering need to accommodate specific use-case scenarios? List them in
order of importance to the target customer.
• Does the design need to address compatibility or standards issues?
Constraints
• Does the final offering need to be completed by a specific date?
• What constraints does your current business impose (the offering must use the existing
manufacturing base, provide higher profit margins than current offerings, leverage proprietary
technologies, etc)?
• Are there ecosystems and regulatory concerns (height of shelves at retailers, regulations, etc)?
Questions?
Example - The Purchasing Portal
Overall business
goals
Effect goals for
redesigned portal
Ideal target
customer
segmentation work
Quantitative data
CRM
NPS
data
User research
fieldwork
Insights for design
Effect goals for the purchase portal
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Workshop with management
Top-down: how should we help in reaching Visma’s vision?
Bottom-up: what problems do we want to solve in the new version of the
portal?
Worked iteratively to meet in the middle
Examples:
○ Decreased level of regrets in all customer segments 3 months after signing
the agreement
■ Measurements: Increased payment frequency by 5% and less usage of
safety guarantee by 3%
Finding the Ideal Target Customer
The customer and his company
Unclear
areas of
responsabilities
Family
business
Name: Bengt
Flat
organisation
Role: Purchasing manager
Background: Engineer
What is the customer like?
Orderly
& finicky
Knowled
gable of
prices
Greedy
What are the company’s circumstances?
Geographic
ally distant
Pressured
field of
business
Old in the
business
Small
turnaround
Situation
Omsättning
Turn around
Small
The business
Big
Existerande
kontrakt
Existing contract
None
Many
Typ
av område
Type
of area
Safe
Unsafe
Antal anställda
Number of employees
The customer
as an
individual
0
> 50
Behov
av support
Interest
in statistics
Small
Big
Teknikintresse
Interest in technology
Big
Small
Intresse/behov
av statistik
Interest in statistics
Small
Big
Who:
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•
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demands the most support?
is most likely to leave their contract after 3 months?
is most likely to activate most agreements?
is most likely to spend the most money on agreements?
Quantitative data & analysis
• Reports in Sugar CRM
• How many ideal target customers do we have?
• What do they have in common?
• Who are close to them? Who can we help turn into an ideal
target customer?
• Analysis of NPS survey results
• What are the main pain points for our customers?
User research in the field
Bernt och Karin in!
Insights for design
Managing and measuring change
• Strategic Action Points (SAP) for all divisions include to enhance
the customer journey through the full Visma Advantage offering
• Measurement points are based on customer satisfaction and
loyalty
• Actions and milestones include:
• everyone shall participate in customer observations and
interviews
• Key Performance Indicators (KPI:s) include:
• increase the customer satisfaction in NPS surveys by 10%
Thank you!
Läser och
agerar på
reklamblad
Använder bil
för att ta sig
till affären
(känslig för
p-avgift)
Har gott om
tid.
Uppskattar
kringtjänster.
Vill göra klipp.
Handlar inte
annars.
Provar gärna
nya saker.
Särskilt om
det är gratis.
Vill ha
personlig
support.
Vill att
butiken har
koll på hans
erbjudanden
och rabatter
Är priskänslig,
vill göra klipp,
annars
handlar han
inte.
Är aktiv på
sociala
medier och
säger vad han
tycker.