Understanding the IMF

What exactly does an IMF look like? They take many forms, especially web-based applications like those mentioned above. We will look at a spreadsheet version and an Airtable version today, but you can use any set of tools and technology that is comfortable for you. The main thing is to define your elements carefully and collect data in a structured, sustainable way.

At a glance, your IMF will show:

  1. Progress towards change and impact in measurable terms
  2. Documentation of that change

Here is what (a portion) of two real IMFs looks like:

IMF spreadsheet example

IMF Airtable example

When designing your framework, the goal is to:

  • Identify the right indicators to measure your outcomes: What change are you measuring?
  • Describe a plan for how to collect data: What are your measurement tools? Who collects data, and how often? What is automated?


Here’s a quick overview of the core elements of an IMF:

OutcomesThe goals you have committed to being accountable for - copied straight over from your results flow.Employees feel critically engaged with the collective creation of games within the company.
IndicatorsDescriptions of changes, specifying exactly what is to be measured.Percentage of employees who make meaningful contributions to the design process.
ResponsibilitySimply, who will collect the data?Chief operating officer
FrequencyHow often you will collect the data.Monthly
Data sources and toolWhere will you get the data, and how will you collect it?Observation of studio employees
BaselineWhat your numbers look like at the beginning – of your studio, a new project, or whenever you start collecting data.50%
TargetThe desired situation, expressed in terms of the indicator.100%