(2019-06-27) Outcomes Over Outputs Webinar

Jun27 Outcomes over Outputs

• Jeff Gothelf
  • Lean UX
• Josh Seiden
• Sense&Respond Press
• book https://www.senseandrespondpress.com/managing-outcomes
• get precise about Definition of Outcome
  • measurable change (Metric)
  • in human behavior
  • that drives business results
    • "impact"
• street intersection example
• Taproot Foundation
  • volunteers giving time (professional services) to non-profits
  • impact goal: improve Taproot's NPS
  • "we don't know how to achieve that"
  • storymap
    • actions, phases
      • which ones had big positive or negative effects?
    • by role
  • prioritize outcome-targets (behavior changes)
    • (opportunities)
  • "but how do we accomplish those?"
  • hypotheses, experiments
    • iterate
      • Ship, Sense, Respond
        • (OODA)
• Q&A
  • how avoid Dark Patterns?
    • paired/bounded/offsetting Outcomes
      • immediate-outcome plus next/real-outcome
  • Middle Management bridging top-down vs bottom-up
    • prioritize bottom-up ideas
    • "publish" plan (roadmap) of ideas, but disclaiming "we could kill/change any of these"
  • name teams after outcomes
    • (OKR?)
  • how get mgmt to give up "control", micro-management?
    • upper-mgmt usually ok, they already know they don't have detailed control
    • middle-mgmt is often the issue
      • promoted because of execution, "knowing the answers"
        • Get Things Done
      • now have to "figure out the questions"
    • look at costs (side-effects) of current system?
  • experiment/cycle design
    • meta: is the problem/impact even properly defined?
    • what's cheapest/fastest way to test hypothesis
      • "do things that don't scale"
  • is this OKRs?
    • yes this complements it
    • write KRs that are outcomes
  • how get clients to think this way?
    • have to write the contract around it (Agile Contract)
      • hard