At this point, we have an idea about the functionality we need for meeting ArtGalore's Key Business Outcomes. We already have the high-level user story map defined:

We also have prioritized the features that we need to build in order to meet the business outcomes:

We have success criteria for each feature:

The next step is to detail the user journeys for each feature. For this, we need to keep in mind the success criteria we're aiming for. These success criteria need to get woven into the product experience. We also need a way to measure and validate the success metrics.

Let's take a look at the feature that marketplace visitors can sign up to receive a monthly art catalog:

The activity "subscribers should be able to read newsletters through mobile or desktop" has captured the success metrics, but signing up is not enough. Receiving the actual newsletter, and then having an option to unsubscribe, are necessary to completing the end-to-end functionality.

We do know now that the success metric is defined by the ease of signing up. At this point, we would do well to explore if we should ask the user to sign up on the website and receive the newsletter through postal mail even! We could also explore if the option to unsubscribe is legally mandated. The important aspect here is to define the user journey. For instance, if a feature is not mandated by legal compliance, then that is a negotiable card for us now. It also depends on the target segment. So, we could still choose to not build a feature now and decide to manage the risk. The risk is not just because of legal noncompliance but also about how the brand can be perceived. There is a cost of risk associated with this, which will be captured in subsequent steps.

This negotiation is possible only where our success has no direct correlation with the functionality. At this stage, we want to elaborate all possible journeys for a user to meet their goal. There are many journeys to offering this product experience. For instance, any of the following is possible:

So, our Impact Driven Product for this feature is the one that offers the best possible user experience including the functionality that meets the success criteria, plus metrics to measure the success criteria. Before we decide the costs of building this, we need to map the value.