Goal-Driven Design: A Bauhaus Approach to Digital Strategy

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Exploring the pragmatic relationship between Goals, Strategies, and Tactics through the lens of goal-driven design. Learn how to lead with the "why" and eliminate waste by having form follow function in digital strategy.

Presentation by PRPL VP, Michael Parler, at iSummit 2014

Published in: Business

Goal-Driven Design: A Bauhaus Approach to Digital Strategy

  1. 1. #GoalDrivenDesign A BAUHAUS APPROACH TO DIGITAL STRATEGY Michael Parler @michaelparler / prpl.rs
  2. 2. #GoalDrivenDesign Today we’re exploring the pragmatic relationship between Goals, Strategies, and Tactics.
  3. 3. #GoalDrivenDesign To whom this concept applies…
  4. 4. #GoalDrivenDesign To whom this concept applies… Creatives
  5. 5. To whom this concept applies… Programmers #GoalDrivenDesign Creatives
  6. 6. To whom this concept applies… Programmers Marketers #GoalDrivenDesign Creatives
  7. 7. To whom this concept applies… Programmers Marketers Project Owners / Stakeholders #GoalDrivenDesign Creatives
  8. 8. To whom this concept applies… Programmers Marketers Project Owners / Stakeholders Corporate Businesses #GoalDrivenDesign Creatives
  9. 9. To whom this concept applies… Creatives Programmers Marketers Project Owners / Stakeholders Corporate Businesses Creative Agencies #GoalDrivenDesign
  10. 10. To whom this concept applies… Creatives Programmers Marketers Project Owners / Stakeholders Corporate Businesses Creative Agencies #GoalDrivenDesign Startups
  11. 11. To whom this concept applies… Creatives Programmers Marketers Project Owners / Stakeholders Corporate Businesses Creative Agencies Just about everyone here… #GoalDrivenDesign Startups
  12. 12. Goal Driven Design (GDD) A step beyond User-Centered Design. GDD supports the realization that websites and web applications will serve two masters - End-Users and the Stakeholders or Business Owners. #GoalDrivenDesign
  13. 13. #GoalDrivenDesign
  14. 14. #GoalDrivenDesign Business Goals
  15. 15. Business Goals Customer Goals + #GoalDrivenDesign
  16. 16. Business Goals Customer Goals Goal Driven Design + = #GoalDrivenDesign
  17. 17. Products / Websites / Applications End Users / Customers Stakeholders / Business Owners Brand Interaction Business Relationship Channel / Goal Asset Driven Design #GoalDrivenDesign
  18. 18. Bauhaus - lit. “house of construction” The Bauhaus School in Dessau, Germany #GoalDrivenDesign
  19. 19. “Form Follows Function” The Bauhaus principle that the design of a building or object should be primarily based upon its intended function or purpose. content: http://en.wikipedia.org/wiki/Form_follows_function #GoalDrivenDesign
  20. 20. #GoalDrivenDesign “Form” is why vehicles are aerodynamic
  21. 21. #GoalDrivenDesign “Form” is why a bridge connect two points
  22. 22. #GoalDrivenDesign “Form” is why Google.com is just a search bar
  23. 23. All great things lead with a functional purpose #GoalDrivenDesign
  24. 24. Simon Sinek Start with Why: How Great Leaders Inspire Action TEDX PUGET SOUND https://www.youtube.com/watch?v=u4ZoJKF_VuA #GoalDrivenDesign
  25. 25. #GoalDrivenDesign Starting with“Why” YOUR PURPOSE IN OUR DIGITAL ECONOMY
  26. 26. Simon Sinek’s “Golden Why Circle” How What #GoalDrivenDesign
  27. 27. Why How What #GoalDrivenDesign
  28. 28. Defining your “Why” sets your compass for your digital strategy. #GoalDrivenDesign
  29. 29. #GoalDrivenDesign Goal driven design ensures that every step you take, you are fulfilling your “Why.”
  30. 30. Goals Strategies Tactics #GoalDrivenDesign
  31. 31. Like the Golden Circle, starting with your Goals Goals drives your Strategies and Tactics Strategies Tactics #GoalDrivenDesign
  32. 32. Goals Strategies Tactics Goals are the core. They form the foundation of your online plans and objectives. Goals are “why.” #GoalDrivenDesign
  33. 33. Goals Strategies Tactics Goals are also the measurable objectives. You know, those S.M.A.R.T. KPIs… Specific, Actionable, Relevant, Measurable, Time-bound #GoalDrivenDesign
  34. 34. Goals Strategies Tactics Strategy is the approach that supports the fulfillment of goals. Strategy is “how.” #GoalDrivenDesign
  35. 35. Goals Strategies Tactics “Adding new features” is not a Strategy. “Counting likes on Facebook” is not a Strategy. “Re-skinning your blog” is not a Strategy. #GoalDrivenDesign
  36. 36. Goals Strategies Tactics “Improving mobile experience” is a Strategy. “Engaging in social conversation” is a Strategy. “Simplifying our lead funnel” is a Strategy. #GoalDrivenDesign
  37. 37. Goals Strategies Tactics Tactics are the actions taken to fulfill each individual strategy. Tactics are the “what.” #GoalDrivenDesign
  38. 38. Goals Strategies Tactics Adding new features might be a viable Tactic. Acquiring “likes” on Facebook might be a Tactic. Re-skinning a blog might be a Tactic. #GoalDrivenDesign
  39. 39. Goals Strategies Tactics Be sure that your Tactics fulfill your Strategies. #GoalDrivenDesign
  40. 40. Some Misguided Tactics add a “rotating carousel” to our homepage get “social integration” on our website do more “parallax” #GoalDrivenDesign
  41. 41. If Tactics do not fulfill a Goal or Strategy, then they are wasteful. #GoalDrivenDesign
  42. 42. Work together to eliminate Waste #GoalDrivenDesign
  43. 43. #GoalDrivenDesign Wireframing without purpose is putting Tactics before Goals. The result is a wasteful interface that fails to serve a need.
  44. 44. #GoalDrivenDesign
  45. 45. #GoalDrivenDesign What are the purpose of these interface elements?
  46. 46. #GoalDrivenDesign Collaborative Goal Identification brings knowledge of users and software developers together. “ ” content: http://jonkarpoff.com/gdd-goal-driven-design/
  47. 47. End-Users: #GoalDrivenDesign Customers, prospects, employees, partners, members, advocates. “ ” Business Owners: Operations, developers, designers, legal, marketing, sales, product owners. content: http://jonkarpoff.com/gdd-goal-driven-design/
  48. 48. Each has a stake in the success of one or more goals they expect “ ” the product to meet. #GoalDrivenDesign content: http://jonkarpoff.com/gdd-goal-driven-design/
  49. 49. Good news is that goal-driven design is amenable to immersive design techniques “ ” and lean documentation. #GoalDrivenDesign content: http://jonkarpoff.com/gdd-goal-driven-design/
  50. 50. Identification of common goals allow the creation of Archetypes or Personas. #GoalDrivenDesign “ ” content: http://jonkarpoff.com/gdd-goal-driven-design/
  51. 51. #GoalDrivenDesign Typical Project Plan Plan Strategies Execute Tactics Discover Goals Sales Strategy Research Content Analysis UX Negotiation Artifacts Assets Technology Media Quality
  52. 52. #GoalDrivenDesign Goals are the Drivers Discover Plan Goals Strategies Sales Strategy Assets Execute Tactics Content Technology Research Analysis UX Media Negotiation Artifacts Quality
  53. 53. #GoalDrivenDesign Communication is Critical   Plan Strategies Execute Tactics Discover Goals Sales Strategy Research Content Analysis UX Negotiation Artifacts Assets Technology Media Quality
  54. 54. Communication breakdown is wasteful. Over-communication is also wasteful - e.g. “useless meetings.”
  55. 55. #GoalDrivenDesign Communication & Workflow Plan Strategies Execute Tactics Discover Goals Group Work & Productivity Group Work & Productivity Group Work & Productivity Meetings Meetings
  56. 56. #GoalDrivenDesign “Strategy” vs. “Tactics”
  57. 57. Strategy An efficient use of the available resources for the achievement of the main Goal. #GoalDrivenDesign
  58. 58. Tactics The tools and services to produce a sound Strategy. #GoalDrivenDesign
  59. 59. #GoalDrivenDesign Goal: A Practical Example… Checkmate an opponent's king. Strategy: Control the middle of the board. Tactic: Move my knight to respond your pawn.
  60. 60. #GoalDrivenDesign Strategy Tactics
  61. 61. #GoalDrivenDesign Strategy Tactics ๏ Broaden my publishing reach
  62. 62. Strategy Tactics ๏ Broaden my publishing reach ✓ Social listening #GoalDrivenDesign
  63. 63. Strategy Tactics ๏ Broaden my publishing reach ✓ Social listening #GoalDrivenDesign ✓ Engage in conversations
  64. 64. #GoalDrivenDesign Strategy Tactics ๏ Connect with my audience
  65. 65. #GoalDrivenDesign Strategy Tactics ✓ Publish my presentation on Slideshare ๏ Connect with my audience
  66. 66. #GoalDrivenDesign Strategy Tactics ✓ Publish my presentation on Slideshare ๏ Connect with my audience ✓ Share the link on Twitter
  67. 67. #GoalDrivenDesign Strategy Tactics ๏ Keep my audience engaged with my content
  68. 68. #GoalDrivenDesign Strategy Tactics ✓ Build Subscribers ๏ Keep my audience engaged with my content
  69. 69. #GoalDrivenDesign Strategy Tactics ✓ Build Subscribers ๏ Keep my audience engaged with my content ✓ Publish Email Newsletters
  70. 70. #GoalDrivenDesign Too often, companies and stakeholders lead with tactics or strategies, rather than leading with the goal.
  71. 71. “Strategy without Tactics is the slowest route to victory. Tactics without Strategy is the noise before defeat.” - Sun Tzu - The Art of War #GoalDrivenDesign
  72. 72. #GoalDrivenDesign
  73. 73. “Cloud Computing” is a Tactic #GoalDrivenDesign
  74. 74. “Migrating to the cloud” is a Strategy #GoalDrivenDesign
  75. 75. #GoalDrivenDesign …which fulfills a Goal of “reducing operational costs”
  76. 76. #GoalDrivenDesign Poor Design puts the Cart “Before” the Horse REMEMBER FORM “FOLLOWS” FUNCTION
  77. 77. What happens when you lead with “Tactics” when designing or investing in User Experience (UX)? #GoalDrivenDesign
  78. 78. This is a real sample from a potential client we are auditing at PRPL. They provide recruiting services for digital talent…
  79. 79. What do I search? Why can’t you just show me jobs?
  80. 80. I searched “HTML CSS”. Now what do I do?
  81. 81. …I guess subscribe to RSS?
  82. 82. #GoalDrivenDesign This experience was probably designed by an engineering team who followed Tactics (functional specs) without consideration of the User Goals.
  83. 83. Companies invest in this software e.g. - Business Strategy. Without fulfilling its users’ needs e.g. - Business Goals. #GoalDrivenDesign
  84. 84. #GoalDrivenDesign
  85. 85. #GoalDrivenDesign Refining Your Tactics
  86. 86. #GoalDrivenDesign - Kaizen - A philosophy for continuous improvement.
  87. 87. #GoalDrivenDesign Kaizen is Japanese for “good change.” The philosophy is to “always make better.”
  88. 88. Kai (change) #GoalDrivenDesign Zen (good)
  89. 89. Frequent, small improvements. #GoalDrivenDesign Design out overburden and inconsistency. Eliminate waste.
  90. 90. #GoalDrivenDesign Act Assess Check Plan Do Design Execute Evaluate
  91. 91. #GoalDrivenDesign Apply Kaizen to measure and optimize Strategies & Tactics.
  92. 92. #GoalDrivenDesign Eliminate useless features, bogus efforts, and time-consuming processes.
  93. 93. Quiz Time #GoalDrivenDesign
  94. 94. #GoalDrivenDesign Selling 15K new downloads is a… Goal Strategy Tactic
  95. 95. #GoalDrivenDesign Selling 15K new downloads is a… Goal Strategy Tactic
  96. 96. #GoalDrivenDesign Building a New Website is generally a… Goal Strategy Tactic
  97. 97. #GoalDrivenDesign Building a New Website is generally a… Goal Strategy Tactic
  98. 98. #GoalDrivenDesign Posting Jobs on LinkedIn is a… Goal Strategy Tactic
  99. 99. #GoalDrivenDesign Posting Jobs on LinkedIn is a… Goal Strategy Tactic
  100. 100. #GoalDrivenDesign Recruiting New Talent is a… Goal Strategy Tactic
  101. 101. #GoalDrivenDesign Recruiting New Talent is a… Goal Strategy Tactic
  102. 102. #GoalDrivenDesign Measure & Optimize
  103. 103. #GoalDrivenDesign
  104. 104. #GoalDrivenDesign There is an intelligent reason Google Analytics limits you to 20 goals per domain. Individual Goals should be focused. They are the high-level drivers for your business.
  105. 105. #GoalDrivenDesign Real Goals: Sell Products. Acquire Customer Leads. Call Phone Numbers. Get Driving Directions.
  106. 106. #GoalDrivenDesign These are real drivers for the experience design.
  107. 107. #GoalDrivenDesign Let’s bring it all together
  108. 108. Tackle everything in the right order… Goal Driven Roadmap #GoalDrivenDesign
  109. 109. ✓ Identify your Business and User Goals (form follows function). ✓ Make sure everyone on each team understands both goals. ✓ Develop Strategies to fulfill these Goals. ✓ Deploy Tactics to fulfill your Strategies. ✓Measure and Improve (Kaizen). ✓ Eliminate Waste. Wasted motion is not work. Goal Driven Roadmap #GoalDrivenDesign
  110. 110. What are your Business Goals? Goal Driven Roadmap #GoalDrivenDesign
  111. 111. What are your Customer Goals? Goal Driven Roadmap #GoalDrivenDesign
  112. 112. What Strategies are you planning? Goal Driven Roadmap #GoalDrivenDesign
  113. 113. Do your Tactics fulfill the needs of your goals? Goal Driven Roadmap #GoalDrivenDesign
  114. 114. What useless processes or planned features can you eliminate today? Goal Driven Roadmap #GoalDrivenDesign
  115. 115. Questions? #GoalDrivenDesign
  116. 116. #GoalDrivenDesign A BAUHAUS APPROACH TO DIGITAL STRATEGY Michael Parler @michaelparler / prpl.rs

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