The effect map is an extremely effective method to identify what an interactive solution should contain. It tells you which features are adding value to the business and which should be avoided.
The effect map is the main tool in effect management method underlying all the design work I do. The Effect map is used as a foundation for identifying requirements. It centers around the idea that only the features contributing to an actual need from a user can be expected to give any return on investment. In this way guidance to what interactive system should contain.
Setting up an Effect Map is usually done in a workshop where all major stake holders are invited. In this workshop the participants are asked a few very specific questions. The answer to each question leads to the next.
Were business and user goals meet
The effect map is a way to connect business goals to the user groups and their goals when using the solution. Each respective feature in the software is connected to one or more usage goal to ensure that the feature will be used and thereby add value to the business.
- The first question is: “What are the business goals” The answer defines what larger good the interactive soulution should contribute to.
- The next question is: “Who will, by using the system, ensure that the business goals are fulfilled.” The answer determines which tartget groups the system should be designed for. The defined groups are prioritized.
- Then follows the key question: “What goals do these users have while using the software”. The defined usage goals are then also prioritized.
- The last question should not be asked before the usage goals are stated and prioritized: “What features would fulfill the users goals as well as the business goals” By prioritizing the stated features connected to each usage goal.
When all the questions are answered the result will be a well organized feature list sorted after importance and impact on the business. The most important function, fulfilling the goals of the primary target group should be developed before you go on the the next. In this way the Effect Map guides you through all stages of the design and development process. It also makes it much easier to manage bug reports and customer feedback after the system is released.
In this blog post i expand on why effect management has become so imortant to me as a designer.
We at Box Experience’s wanted to improve our web site. Our web agency called in interaction designer and usability expert Mårten Angner to conduct an eye tracking study on our site. The study fully confirmed our suspicions about usability problems and provided valuable insight into how our customer’s think. Mårten presented clear directions on how to take our site to the next level. Almost like a how-to-guide, created exclusively for us!
I was asked to join the team at Merajobb, the collective job site for three of Sweden’s largest newspapers, to completely redesign their site. My role was to lead, analyze user needs, create a site concept and make sure no greatness was lost in the process. The team, consisting of the developers at HR north, designer Jonas Björkman from The Art of job and I completed the project in record speed. 
Cloud Nine is one of Sweden’s largest independent provider of web solutions. The company has been around since 1999 and apparently they know how the web works. It was therefore quite the honor to be asked to hold a seminar about my sketching techniques in regards on how to not to rush to finished designs before knowing if the functions are as optimal as they can be. The Creative Director Martin Bystedt was quite happy with the seminar and has found use of the technique in the work:
We at NetRelations can absolutely recommend Mårten’s course in sketching technique. This intensive seminar has made an immediate impact on all our staff. Our drawing skills improved instantly and with it came a new and more inspiring approach to both the way we discuss internally to how we communicate with our clients. Almost like creativity-in-a-box!
In an Eye tracking study I conducted for Ginza, users had a hard time getting through the payment process. I was asked to completely redesign the complete check out process. The final solution when published reduced the customer care issues drastically and resulted in an 18% increase in invoice payments, and an over all increase of the payment conversion rate by almost 2%.
Rebtel, the exciting international telecom operator, asked me to make a full scale usage test using eye tracking on their public web site, sign up, and their customer self service area. The eye tracking test immediately brought some totally unexpected errors in the service to Rebtel’s attention as well as provided a solid ground for the strategic design and development decisions in the future.
Ginza is one of Sweden’s foremost media mail-order and e-commerce companies. As a part of the effort to improve their user experience, I was asked to conduct an Eye tracking study on their current site. Although the results were somewhat shocking to Ginza, they were very pleased that their weak points could be addressed immediately. In this post I explain more about how the test was conducted and will also share with you some of the results.
It is now exactly one year since I created the first conceptual sketches for this site. This seemingly simple project was one of the most challenging projects I have ever completed. The site really forced me to use all the methods I have normally use in my projects for clients and have consumed an unbelievable amount of effort to make it perfect in every respect. Here is the story of how it was created.
We at Creuna decided to ask Mårten to give his sketching technique workshop for our design team consisting of both Graphic designers and Interaction designers. What we did not anticipate was exactly how profound effect this little two hour workshop had on our daily design practices!
I was asked by Holiday Autos to help them improve their the web based ordering system for rental cars. I worked closely with the internal development team evaluating the existing solution, and designing a new one. The end result turned out to be a great success when tested on users. The time needed to complete the order was reduced to as little as one third.