Effect goals and impact mapping
Guest lecture TDDD75 2015
Jenny Johansson jenny.johansson@usify.se Concepts and meanings
•  Effect-driven
•  Goal-oriented
•  Impact mapping
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Why effects-driven design?
•  Why are we going to design (or procure) something?
•  What are we going to design (or procure)?
•  How are we going to design (or procure) it?
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The sales pitch
Cost
Impact of ux
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Cos
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Time
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Benefit, value and effects
The supplier’s perspective: what is customer value?
•  What does the company selling the product want?
•  Who gives the company money?
•  When does he do it?
•  When is he happy?
The customer’s perspective: what is the business value?
•  What are the business goals?
•  Who in the organisation will help us achieve the goals?
•  How should the coworkors work in order for us to achieve the
goals?
•  What should they do?
•  In what way should they do it?
•  Which tools (systems) should they use?
•  How do we get the end users to choose to use the system in a
way that helps us achieve our goals?
Understanding the customer’s business value is a key success
factor, if you use that knowledge in the product development
Impact management helps us to define and strive for relevant goals – goals that describe a desired business effect. User centered development helps us to develop solu;ons that correspond to the customer’s goals and the users’ needs Goal directed design
Business goals
Why are we developing this service/
product?
The gap
Services, functionality
Which services do we provide?
Which functionality do we provide?
Which activities should we support?
Break-down of goal directed design
Business goals Why are we developing this? How can we measure sucess? Effect goals and measurement points Which effects do we expect to appear in the usage of the service/product? Target groups Who will realize the business goals? User goals Which are the users’ goals in using the service/product? Scenarios and funcAons How will the service/product be used? Which funcAons do we need to include? 11
Effect goals are not…
•  Product goals
•  The service should have a search function
•  Response times should be less than 5 seconds
•  Project goals
•  The project should be carried out on time and within the
budget
Effect goals…
•  Answer the questions
•  Why are we doing this project?
•  What should the service/product bring to the business?
•  Are about what we wish to gain from the project
•  Example:
•  Increase online orders by 25%
•  Communicate the value of product x
•  Increase brand awareness within customer segment y
Experience goals
•  Answer the questions:
•  What experience should the service/product provide to the
users?
•  Are about
•  Which qualities of use should the service/product support?
•  Example:
•  Give the user a sense of security when handling bank
errands online
Measurements points
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Should
•  be set in time (when do we measure?)
•  facilitate relevant comparison (what is the benchmark value?)
•  be easily understood (non ambiguous)
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Can be applied on different levels:
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Top-level: what value is the complete usage of the service/procuct bringing to our
business/organisation?
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User-level: to what extent are the user groups’ goals being fulfilled?
Combine with measurement methods & tools
•  Customer satisfaction survey
•  Logs of usage
•  Sales numbers
•  etc
Tips for defining goals and metrics
Googles HEART Framework
http://www.dtelepathy.com/
ux-metrics/#intro
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Defining effect goals – example
The case:
Bookstore wants to go online
Business goal: to increase market share by 5% by 2016.
Main target group: students
Question 1: how can an online service help the bookstore
reach the business goal?
Question 2: Which effects do we expect to see when the
bookstore is online?
Question 3: How can we measure these effects?
The user centered development process
Effect goals Experience goals Target group analysis Concept Prototyping Development Applying Effects—Driven design
CASE STUDIES
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Applying Effects—Driven design on several levels
CASE 1 – INERA
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Moving up the design ladder –
the case of Inera, Intygstjänster 2013 – ongoing
•  The Swedish Strategy for eHealth
•  “an intensive effort is being undertaken on many fronts to
develop and make all aspects of health and social care
more effective”
•  eService for doctors’ certificates to speed up and
facilitate the interaction between the healthcare sector
and the National Insurance Office (Försäkringskassan)
januari 28, 2015
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Moving up the design ladder –
the case of Inera, Intygstjänster 2013
januari 28, 2015
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MEDARBETARE
LEVERANTÖRER
Business goals POLITIKER
STYRGRUPP
PATIENTER
?
?
Stakeholders Why?
What?
Assignment Deliverables: 1 – 5 yrs
CommunicaAon Objective
Reviews (limits & possibilities)
Visions
How?
1 – 2 yrs
Concept development
Prototypes
Development
1/2 – 1 yr
User testing & evaluations
Maintenance Deliverables: ProducAon 23
Moving up the design ladder –
the case of Inera, Intygstjänster 2013 (Why-level)
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Deliverables 1 – 5 yrs
•
Doctor
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•
Effect goals
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User goals
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Visions for the user experience
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•
ARBETSGIVARINTYG
–
ATT SE
+
ATT GÅ
ATT LYFTA
Less administration
Försäkringskassanadministrator
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Make more correct payments
•
Coordinate rehabilitation
activites
Patient
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Insight and control in my errand
•
Fewer doctors’ appointments
ATT LYSSNA
•
Target achievement Target achievement Employer
•
Better overview
•
Possibility to re-organize
Moving up the design ladder –
the case of Inera, Intygstjänster 2013 (What-level)
•
Concept development and prototypes
januari 28, 2015
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Moving up the design ladder –
the case of Inera, Intygstjänster 2013 (How-level)
•
User testing and evaluations
januari 28, 2015
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Building insights on user research
CASE 2 – H&M
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Wanted effects
§
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Increase online shopping by: §
Reducing drop-­‐out rate §
A=ract more customers to the online shop §
Sell more to each online shopper Must not affect the offline shops! Getting to know the users
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Segmentation
Shopping mom Shopping mom
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§
Uses internet daily Shops online at least once a week (no or liHle ;me to shop in stores) Not a bargain hunter, but likes to get offers, discounts and loyalty programs Goals: §
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§
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Shop for herself and her family online Be inspired and get ;ps of garments that fit together Be able to see user generated content (e.g. ra;ng of children clothes) Shopping mom
Price sensi;vity low high Quality importance low high Trendiness importance low high Problems with current site
§
§
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Product presenta;on isn’t good enough Not possible to filter for a certain size or colour There is no customer ra;ng or other types of user-­‐generated info Susan – the shopping mom
”
I could buy everything online…
well, except for a car maybe!
”
Scenario overview
Explore and socialise
A nice way to meet with friends
Explore individually
To renew oneself in thought and action
Efficient and rational
When you have a set goal and purpose
Inspiration and triggers
To break habitual patterns and go to action
Buying for others (gifts)
New ways to remove obstacles
Job seekers
Convert them to ambassadors!
Blogging
Make it easy to link and publish
Situation: Clothes purchase planning
Description
•  Some clothes you buy for more practical
reasons, for yourself or the rest of the
family. This is a more pragmatic form of
consuming fashion.
Primary persona
•  Susan (Diana)
Driving force
•  Need for new clothes
•  Maintain good private economy
Consequences/Requirements
•  Possibility to plan and note present and
future needs
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Agile UX
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IteraDve design process §
3 versions of the online shop §
2 weeks between user tests §
Analysis and recommendaDons for improvements Results
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The user research showed that the Shopping mom was the largest and most promising target group DifficulDes to agree on a primary persona The improvements were mainly made in accordance to another persona’s needs Thank you!