Impact mapping

Impact mapping

Impact mapping is a collaborative visualization method that connect goals, strategic business objectives, target group and the impact that you are aiming for.

It helps the team to get a common understanding and alignment on the problem you are solving with focus on Why and for Who.  Impact Map is very valuable and easy method that you can use early to identify metrics on how you will measure the impact of your deliveries.

In a nutshell


1 – 4 hours


– Project team
– Stakeholder reps.
– User reps.


– Post-its
– Pens
– Whiteboard or whiteboard paper


Online/digital tools:


Google Slides

Google Jamboard

Learning materials


Research and gather enough background information about the theme and target groups you are going to focus on.


Depending on the situation, you can start from the WHY, or from the WHAT. Sometimes you have a clear business outcome in mind that you want to achieve. Then you work from left to right (or top to bottom) to figure out how you will achieve that. And sometimes you get insights about what your users would want / need and then you can try to connect that to business outcomes.

WHY  This is the answer why this would be important for your business. Ask yourself what will you achieve when you succeed? If you cannot answer this question, it might be that you are not yet ready to commit to this project.

WHO – These are the people or groups that are contributing to your WHY. They can be internal or external, direct or indirect parties.

WHAT – What those people should do or how they should change their behavior in order for them to contribute to your business WHY. Try to be concrete.

HOW – In order to make the change happen in your WHO+WHAT, what you can do to support and drive that. These are your deliverables that you think would help achieve the change.


  • You can also connect your HOW –deliverables to JIRA issues or user stories etc.
  • Start sketching the map early and keep updating it as you go. Remember to iterate also with the Impact Map!
  • Be conscious that all those links in the map are your hypotheses until you have tested them out.
  • Make it a team effort! The more diverse your team is, the more possibilities you can cover with your map.
  • When you do the map with your real users, the less hypotheses you need to separately test.

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