272 lines
8.9 KiB
Markdown
272 lines
8.9 KiB
Markdown
# Module 06: Trigger Mapping
|
|
|
|
**Connect Business Goals to User Psychology**
|
|
|
|
[Watch the Module Introduction Video](https://youtu.be/xs_cRk-NoJk)
|
|
|
|
---
|
|
|
|
## Module Overview
|
|
|
|
This module teaches you how to create a Trigger Map - the strategic bridge connecting what your business needs to what actually drives user behavior. Learn the proven methodology (20+ years of heritage), understand the 5 workshops, and discover how to map both positive and negative psychological drivers.
|
|
|
|
**Time:** 95-125 minutes (11 lessons)
|
|
**Prerequisites:** Module 04 completed (Product Brief created)
|
|
**What you'll create:** Complete Trigger Map with prioritized features
|
|
|
|
---
|
|
|
|
## What You'll Learn
|
|
|
|
- Why jumping from brief to design fails (and what to do instead)
|
|
- The Effect Management heritage and WDS modernization
|
|
- The 3 strategic layers: Business Goals → Target Groups → Usage Goals
|
|
- How to run 5 workshops that map user psychology
|
|
- The power of negative driving forces (fears, frustrations)
|
|
- How to score features by strategic impact
|
|
|
|
---
|
|
|
|
## Lessons
|
|
|
|
### [Lesson 1: The Missing Link](lesson-01-missing-link.md)
|
|
|
|
**Time:** 8-10 minutes
|
|
|
|
Why Product Brief alone isn't enough:
|
|
|
|
- The gap between strategy and design
|
|
- What happens when you skip user psychology
|
|
- How Trigger Mapping bridges business goals to user needs
|
|
- Real cost of designing without this foundation
|
|
- Your strategic insurance policy
|
|
|
|
### [Lesson 2: The Heritage & Evolution](lesson-02-heritage-evolution.md)
|
|
|
|
**Time:** 8-10 minutes
|
|
|
|
From Effect Management to Trigger Mapping:
|
|
|
|
- Effect Management methodology (inUse, Sweden)
|
|
- 20+ years of proven strategic design
|
|
- What WDS modernized (simplified map, negative drivers, feature scoring)
|
|
- The three strategic layers explained
|
|
- Why this approach works
|
|
|
|
### [Lesson 3: The Five Workshops Overview](lesson-03-five-workshops-overview.md)
|
|
|
|
**Time:** 10-12 minutes
|
|
|
|
Your roadmap to strategic clarity:
|
|
|
|
- The complete picture of all 5 workshops
|
|
- How each workshop builds on the previous one
|
|
- What you'll create at each stage
|
|
- What to expect when working with Saga
|
|
- Getting comfortable with the process
|
|
|
|
### [Lesson 4: Workshop 1 - Business Goals](lesson-04-workshop-1-business-goals.md)
|
|
|
|
**Time:** 8-10 minutes
|
|
|
|
Define what winning looks like:
|
|
|
|
- Understanding Vision (visionary statements) vs Strategic Objectives
|
|
- The bridging question: "What will we observe?"
|
|
- Creating strategic objectives using SMART method
|
|
- Workshop flow and key questions
|
|
- Foundation for all strategic decisions
|
|
|
|
### [Lesson 5: Workshop 2 - Target Groups](lesson-05-workshop-2-target-groups.md)
|
|
|
|
**Time:** 10-12 minutes
|
|
|
|
Who is ensuring our success?
|
|
|
|
- The core question: WHO will make sure, with their use of the product, that you achieve your goals
|
|
- Real people out there in the world (not abstract segments)
|
|
- Behavioral profiles vs demographics
|
|
- Creating rich personas with context
|
|
- Prioritizing by strategic value and product usage impact
|
|
|
|
### [Lesson 6: Workshop 3 - Driving Forces](lesson-06-workshop-3-driving-forces.md)
|
|
|
|
**Time:** 10-12 minutes
|
|
|
|
Map the psychology that drives behavior:
|
|
|
|
- Positive drivers (what users want to achieve)
|
|
- Negative drivers (what users want to avoid)
|
|
- Why negative drivers are more powerful (loss aversion)
|
|
- Emotional intensity and urgency
|
|
- Complete psychological profiles
|
|
|
|
### [Lesson 7: Workshop 4 - Prioritization](lesson-07-workshop-4-prioritization.md)
|
|
|
|
**Time:** 8-10 minutes
|
|
|
|
Rank what matters most:
|
|
|
|
- Prioritizing target groups by strategic value
|
|
- Prioritizing drivers by emotional intensity
|
|
- The prioritization cascade
|
|
- Creating focus for design efforts
|
|
- Foundation for feature scoring
|
|
|
|
### [Lesson 8: Workshop 5 - Feature Impact](lesson-08-workshop-5-feature-impact.md)
|
|
|
|
**Time:** 10-12 minutes
|
|
|
|
Score features by strategic impact:
|
|
|
|
- Systematic scoring (0-3 scale)
|
|
- Rating features against prioritized drivers
|
|
- Calculating total impact scores
|
|
- Creating data-driven roadmap
|
|
- Complete traceability from features to goals
|
|
|
|
### [Lesson 9: Positive & Negative Drivers](lesson-09-positive-negative-drivers.md)
|
|
|
|
**Time:** 10-12 minutes
|
|
|
|
Deep dive into the psychology that drives behavior:
|
|
|
|
- What are driving forces (positive and negative)
|
|
- Why negative drivers are more powerful (loss aversion)
|
|
- How to identify both types for each persona
|
|
- Generic examples across different contexts
|
|
- Avoiding surface-level "wants" statements
|
|
|
|
### [Lesson 10: The Visual Trigger Map](lesson-10-visual-trigger-map.md)
|
|
|
|
**Time:** 8-10 minutes
|
|
|
|
**The Four-Layer Structure:**
|
|
- Business Goals → Product/Solution → Target Groups → Usage Goals (Positive + Negative separated)
|
|
|
|
**What you'll learn:** Your strategic one-page document:
|
|
|
|
- What the Trigger Map looks like
|
|
- How to read and use it
|
|
- Why it stays relevant as features evolve
|
|
- How teams use it for alignment
|
|
- When to update it (and when not to)
|
|
|
|
### [Lesson 11: Feature Impact Scoring](lesson-11-feature-impact-scoring.md)
|
|
|
|
**Time:** 9-11 minutes
|
|
|
|
Deep dive into systematic feature prioritization:
|
|
|
|
- How the scoring system works in detail
|
|
- Rating features against prioritized drivers
|
|
- Calculating total impact scores
|
|
- Creating your ranked feature list
|
|
- Making data-driven design decisions
|
|
|
|
---
|
|
|
|
## Tutorials
|
|
|
|
### [Tutorial 06: Create Your Trigger Map](tutorial-06.md)
|
|
|
|
**Full Trigger Mapping Process (Starting from Scratch)**
|
|
|
|
Step-by-step hands-on guide to creating your complete Trigger Map with Saga through all 5 workshops.
|
|
|
|
**Time:** 60-90 minutes
|
|
**What you'll create:** Complete Trigger Map + scored feature list
|
|
**Best for:** Major products, multiple user groups, comprehensive strategy, no existing documentation
|
|
|
|
---
|
|
|
|
### [Tutorial 06C: Synthesize from Documentation](tutorial-06c-documentation-synthesis.md)
|
|
|
|
**Documentation Synthesis (Existing Research)**
|
|
|
|
Transform existing documentation into an actionable Trigger Map - validate and organize what you already have.
|
|
|
|
**Time:** 30-45 minutes
|
|
**What you'll create:** Synthesized Trigger Map + gap analysis
|
|
**Best for:** Extensive vision docs, user research, plans, or interviews that need to be made actionable
|
|
|
|
**Which tutorial should you use?** See [Lesson 2: Heritage & Evolution](lesson-02-heritage-evolution.md#two-approaches-choose-your-path) for guidance.
|
|
|
|
---
|
|
|
|
## Key Concepts
|
|
|
|
**Trigger Mapping:**
|
|
- Strategic bridge from business goals to user psychology
|
|
- Based on 20+ years of Effect Management methodology
|
|
- Visual one-page map showing strategic connections
|
|
- Created through 5 structured workshops with Saga
|
|
- Includes both positive and negative psychological drivers
|
|
|
|
**The Three Strategic Layers:**
|
|
1. **Business Goals** - Your WHY (vision + strategic objectives)
|
|
2. **Target Groups** - The WHO (user types whose success drives yours)
|
|
3. **Usage Goals** - Their WHY (positive drivers + negative drivers)
|
|
|
|
**The Five Workshops:**
|
|
1. **Business Goals** - Define vision and measurable objectives
|
|
2. **Target Groups** - Identify and create personas
|
|
3. **Driving Forces** - Map positive and negative psychology
|
|
4. **Prioritization** - Rank groups and drivers by impact
|
|
5. **Feature Impact** - Score features against drivers
|
|
|
|
**WDS Modernization:**
|
|
- **Simplified:** Removed features from map (stays relevant longer)
|
|
- **Enhanced:** Added negative driving forces (fuller psychology)
|
|
- **Systematic:** Integrated feature scoring (data-driven decisions)
|
|
|
|
**Positive vs Negative Drivers:**
|
|
- **Positive:** What users want to achieve (goals, benefits, gains)
|
|
- **Negative:** What users want to avoid (fears, frustrations, pain)
|
|
- **Key insight:** People work harder to avoid pain than pursue gain
|
|
|
|
---
|
|
|
|
## Learning Outcomes
|
|
|
|
By the end of this module, you will:
|
|
|
|
- ✅ Understand why Trigger Mapping is essential before design
|
|
- ✅ Know the Effect Management heritage and WDS modernization
|
|
- ✅ Be able to facilitate all 5 Trigger Mapping workshops
|
|
- ✅ Understand how to identify positive and negative drivers
|
|
- ✅ Know how to create and use the visual Trigger Map
|
|
- ✅ Be able to score features by strategic impact
|
|
- ✅ Have confidence to create your own Trigger Map in 60-90 minutes
|
|
|
|
---
|
|
|
|
## What You'll Create
|
|
|
|
**Core Deliverables:**
|
|
- ✅ Business Goals (vision + 3-5 strategic objectives)
|
|
- ✅ Target Groups (3-5 prioritized personas)
|
|
- ✅ Driving Forces (positive + negative for each persona)
|
|
- ✅ Priority Rankings (groups and drivers ranked)
|
|
- ✅ Visual Trigger Map (one-page strategic document)
|
|
- ✅ Feature Impact Analysis (scored and ranked feature list)
|
|
|
|
**Strategic Value:**
|
|
- Clear connection from business goals to user psychology
|
|
- Data-driven feature prioritization
|
|
- Team alignment around strategic priorities
|
|
- Foundation for all design decisions
|
|
- Traceable reasoning for every feature
|
|
|
|
---
|
|
|
|
## Start Learning
|
|
|
|
**[Begin with Lesson 1: The Missing Link →](lesson-01-missing-link.md)**
|
|
|
|
---
|
|
|
|
[← Back to Module 05: Platform Requirements](../module-05-platform-requirements/module-05-platform-requirements-overview.md) | [Next: Module 07: Design Phase →](../module-07-design-phase/module-07-design-phase-overview.md)
|
|
|
|
*Part of the WDS Course: From Designer to Linchpin*
|